The Marketing of Employee Volunteerism
The Marketing of Employee Volunteerism
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DOI：
10.1007/s10551-008-9734-z
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发表时间：
2009-04
影响因子：
6.1
通讯作者：
J. Peloza;S. Hudson;Derek N. Hassay
中科院分区：
文献类型：
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作者：
J. Peloza;S. Hudson;Derek N. Hassay
员工志愿服务是提高企业慈善效益的有效策略。然而，为了有效，自愿行动应该由公司指导，以确保战略契合，并关注公司的核心竞争力。因此，需要内部营销策略来确保管理者得到员工的支持。我们的研究在数量上扩展了Peloza和Hassay （Journal of Business ethics, 64(4), 357-379, 2006）的研究，他们认为员工志愿服务是由利己主义、利他主义和组织公民动机驱动的。研究结果表明，满足利己主义动机和组织公民动机的志愿者机会是有效的，而利他主义动机则不显著。我们还发现，关于经理认可或休假的正式政策并不有效，这给了经理个人更多的自由裁量权。本文讨论了管理者寻求提高企业慈善事业的有效性（并因此支持商业案例）的含义。
Employee volunteerism can be an effective strategy for increasing the effectiveness of corporate philanthropy. However, in order to be effective, volunteer initiatives should be directed by the firm to ensure a strategic fit and focus on the core competencies of the firm. Therefore, internal marketing strategies are needed to ensure managers receive employee support. Our research quantitatively extends research by Peloza and Hassay (Journal of Business Ethics64(4), 357–379, 2006) who argued that employee volunteerism is motivated by egoistic, altruistic and organizational citizenship motives. Our findings suggest that volunteer opportunities that fulfill egoistic and organizational citizenship motives will be effective, but that the altruistic motive is not significant. We also find that formal policies concerning manager recognition or time off are not effective, providing more discretion for individual managers. Implications for managers seeking to increase the effectiveness (and therefore support the business case) of their corporate philanthropy are discussed.