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Strategies for Social Change$
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Gregory M. Maney, Rachel V. Kutz-Flamenbaum, and Deana A. Rohlinger

Print publication date: 2012

Print ISBN-13: 9780816672899

Published to Minnesota Scholarship Online: August 2015

DOI: 10.5749/minnesota/9780816672899.001.0001

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PRINTED FROM MINNESOTA SCHOLARSHIP ONLINE (www.minnesota.universitypressscholarship.com). (c) Copyright University of Minnesota Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MNSO for personal use.date: 19 September 2021

Marketing for Justice: Corporate Social Movement Organizations

Marketing for Justice: Corporate Social Movement Organizations

(p.197) 9 Marketing for Justice: Corporate Social Movement Organizations
Strategies for Social Change

Belinda Robnett

Jessica Ayo Alabi

University of Minnesota Press

This chapter addresses the theoretical understanding of social movement models and the implications for movement strategies. Corporate social movement organizations differ from both professional and entrepreneurial movement organizations in that these are led by both a professional and an entrepreneur leader. The finance strategy of a corporate social movement is also distinct because it does not depend on outside benefactors or inside donors, but on inside philanthropist entrepreneur leaders who personally support the movement. Corporate social movements become sort of a third type of social movement that combines professional and entrepreneur leaders, develops formal organizational structure with informal decision-making processes, and uses marketing strategies that connect cultural events with political ones for a successful social change.

Keywords:   corporate social movement organizations, professional movement organizations, entrepreneurial movement organizations, philanthropy, social change

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