...Svante Andersson; Gabriel Baffour Awuah; Ulf Aagerup; Ingemar Wictor Purpose This study aims to investigate how mature born global firms create value for customers to achieve continued international growth. Design/methodology/approach The study employs a case study approach to investigate...

... International growth To engage consumers, the CRM campaign might allow them to choose which charitable cause will receive the donation. When firms offer consumers a choice of which organization should receive a donation, consumers are more receptive to the brand and the cause (Howie et al., 2018...