Here, the authors examine the issue of ethical corporate identity to competitively position brands, and this serves as a vital platform for corporations to critically think on ways in which they can cause or affect corporate socially responsible activities tying in or matching with the values of...

This study has empirically examined how culture influence marketing strategy choice. By presenting opposing marketing strategies in a bi-polar continuum and correlating selected marketing strategies with country scores on Hofstede's culture dimensions, this research established a connection...

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...

Today it is customary to speak of the collaborative potential of culture and business to achieve benefits in both cultural and business life. Making sense of the involvement of firms in culture, however, requires a better understanding of the link between cultural practices and projects and the...