Cause-related marketing, legitimacy and internationalization of professional service firms
Abstract
Purpose The purpose of this paper is to address the role of legitimacy in internationalization to Africa of a Finnish professional service microfirm, which uses cause-related marketing (CRM) as the business model. Design/methodology/approach The paper consists of a single case study of a microfirm (two employees) originating from Finland, which has successfully internationalized to many African countries. Due to the uniqueness of the context,...
Paper Details
Title
Cause-related marketing, legitimacy and internationalization of professional service firms
Published Date
Jan 28, 2020
Volume
37
Issue
5
Pages
885 - 899
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