Purpose: The main goal of this paper is to provide an integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective, highlighting the critical role of CSR in effective corporate marketing strategies.Design/methodology/approach: The paper is conceptual...

This study examines the diffusion of market orientation as a social learning process to acquire and transfer individual-level market orientation. Central to the diffusion are important work-group members, or envoys. Through their market-oriented action, top managers serve as market-oriented role...