BMW - The BMW Ultimate Drive for the Susan G. Komen Breast Cancer Foundation

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised $9 million for breast cancer research, education, screening and community outreach programs, and is one of the most high-profile and successful corporate social responsibility (CSR) programmes in the U.S.

BMW – The BMW Ultimate Drive for the Susan G. Komen Breast Cancer Foundation

INTRODUCTION

Cause-marketing is the fastest growing segment of the sponsorship industry in the United States of America (U.S.A). According to industry sources, corporations in the U.S.A will invest in excess of USD1.3 billion in cause-marketing in 2006. This is a 20 per cent increase over 2005.

In March 2006 at the Hendrick BMW passenger car centre in Charlotte, NC, U.S.A, executives of BMW North America and the Susan G. Komen Breast Cancer Foundation along with local representatives of the two organisations, breast cancer survivors and car...

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