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...

This paper examines how employees react to their organizations’ corporate socialresponsibility (CSR). Drawing upon research in internal marketing and psychologicalcontract theory, we conceptualize that employees have multi-faceted job needs(i.e., economic, developmental, and ideological needs)...