Christofi, Michael; Kaufmann, Hans Ruediger; Vrontis, … - In: World Review of Entrepreneurship, Management and … 9 (2013) 4, pp. 518-542
This article posits a framework that illustrates how the concepts of strategic agility and cause-related marketing are synthesised in order to generate a sustainable competitive advantage through superior brand awareness and positive corporate reputation. In addition, this paper reflects how CRM...