The case explores the use and relevance of corporate sponsorships, particularly how these relationships are formed with the Canadian Breast Cancer Foundation.
The associate manager of National Corporate Programs at the Canadian Breast Cancer Foundation (the Foundation) needs to determine the Foundation's guidance regarding its corporate sponsorship program. Due to the slow down in the economic environment, a leading sponsor of the Foundation, who has contributed more than $1 million to the charity in the last five years, decided to pull two products from the shelf.
The associate director has to find an approach to replace that support. Luckily, the Foundation was approached by three corporations who were interested in becoming corporate patrons. The associate director and her team need to assess the three corporate sponsorship suggestions to determine whether they fit together with the Foundation's values and aims.
PUBLICATION DATE: April 05, 2011 PRODUCT #: W11073-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
