Purpose Many research findings depicted corporate social responsibility (CSR) as a strategic tool for influencing customer behavior, especially customer trust. Nevertheless, rare is research that considered a business ecosystem infested by a low level of cultural trust, political and economic...

Defines five interlinked markets that help to deliver customer value: supplier markets; recruitment markets; internal markets; referral markets; and influence markets. Uses a six markets framework of relationship marketing employing a Figure to aid in explanation. Confirms that current thinking...