Du, Shuili; Bhattacharya, C. B.; Sen, Sankar - In: Management Science 57 (2011) 9, pp. 1528-1545
This research builds on the complementary corporate social responsibility (CSR) literatures in strategy and marketing to provide insight into the efficacy of CSR as a challenger's competitive weapon against a market leader. Through an investigation of a real-world CSR initiative, we show that...