Shared Product: Typology and Issues for Firms

Produit Partage: Typologie et Enjeux pour les Entreprises

Batoul Tamim (), Benoit Petitpretre and Stéphane Bourliataux-Lajoinie ()
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Batoul Tamim: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - Cnam - Conservatoire National des Arts et Métiers [Cnam]
Benoit Petitpretre: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - Cnam - Conservatoire National des Arts et Métiers [Cnam]
Stéphane Bourliataux-Lajoinie: Cnam - Conservatoire National des Arts et Métiers [Cnam]

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Abstract: This article proposes a typology of shared product operations, a tool of charitable marketing designed to finance causes of general interest. These campaigns are based on a temporary partnership between a company and a nonprofit organization, aimed at supporting a specific cause through the sale of a product or service. This approach, known as Cause-Related Marketing (CRM), has grown significantly since its emergence in the United States at the end of the 20th century and continues to attract an increasing number of companies. Drawing on several concrete examples, this research develops a typology of shared product in order to organize and clarify the data related to this concept. The proposed typology highlights the main trends of such products and provides a relevant analytical framework for examining their role within Corporate Social Responsibility (CSR) strategies, as well as their impact on the supported causes.

Keywords: Shared Product; Typology; Charitable Marketing; Cause-Related Marketing; Marketing caritativo; Producto solidario; Tipología; Marketing Caritatif; Produit Partage; Typologie (search for similar items in EconPapers)
Date: 2026-03-01
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Published in La Revue des Sciences de Gestion, 2026, N°338

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05682087

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