Corporations are becoming increasingly active in the political landscape, with some claiming to support social causes aimed at influencing the regulatory agenda. Beyond the effects of such activities on consumers, the effects on the original advocates of a cause are unknown. Therefore, this research examines how the advocates of a cause respond to corporate approaches that integrate marketing and political activities. The present study analyzes the Marché Interdit campaign that French retailer Carrefour carried out in 2017–18 (promoting the farmer seeds liberalization cause) by examining the position of the initial advocate of the cause: Réseau Semences Paysannes. The findings reveal that such marketing activities resemble co-optation of the initial advocate of the cause and hijacking of the cause they advocate for. The case study also highlights the different tactics put into play by the initial advocate to resist co-optation and hijacking. The article concludes with the implications for organizations whose causes are being co-opted and for those seeking to promote a prosocial outcome.

中文翻译：

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改变法律，藐视法律：劫持原因并拉拢拥护者

公司在政治领域变得越来越活跃，一些公司声称支持旨在影响监管议程的社会事业。除了这些活动对消费者的影响之外，对某项事业的最初倡导者的影响是未知的。因此，本研究考察了一项事业的倡导者如何回应整合营销和政治活动的企业方法。本研究分析了法国零售商家乐福在 2017-18 年开展的 Marché Interdit 活动（促进农民种子自由化事业），通过检查该事业最初倡导者的立场：Réseau Semences Paysannes。调查结果表明，此类营销活动类似于对最初倡导者的合作和对他们所倡导的事业的劫持。案例研究还强调了最初倡导者为抵制增选和劫持而采取的不同策略。文章的结论是对那些原因被吸纳的组织和那些寻求促进亲社会结果的组织的影响。