Arslan, Ahmad; Golgeci, Ismail; Haapanen, Lauri; Tarba, … - In: International Marketing Review 37 (2020) 5, pp. 885-899
Purpose: The purpose of this paper is to address the role of legitimacy in internationalization to Africa of a Finnish professional service microfirm, which uses cause-related marketing (CRM) as the business model. Design/methodology/approach: The paper consists of a single case study of a...