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This article accumulates the state of academic research on Cause-Related Marketing success through the identification of several success factors, based on a systematic review of the literature published in top tier scientific journals over the past 30 years. Moreover, to our knowledge, it introduces for the first time the concept of product innovation as a CRM success factor. As such, the authors develop an integrative framework and a propositional inventory that represents a consolidated foundation for the systematic development of a theory for successful CRM practices, along with the integration of product innovation within the field of CRM. Furthermore, this article appears to be the first of its kind to examine, from the theorist perspective, the dynamics implied by synthesizing these, so far, distinct concepts. Towards this direction, the objective of this study is theory construction rather than theory testing. Hence, much work remains to be done in terms of empirically testing our research propositions. In conclusion, this paper posits a set of research directions designed to enable scholars to further advance the integration of product innovation and CRM from both problem-driven theory development as well as theory-driven practice management perspectives.