Khan, Zaheer; Lew, Yong Kyu; Park, Byung Il - In: International Marketing Review 32 (2015) 5, pp. 463-491
Purpose – The purpose of this corporate social responsibility (CSR) paper is to investigate specific social roles of multinational corporations (MNCs) in a developing economy, and how these MNCs’ CSR marketing activities are legitimized, from the institutional perspective....