...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...

.... Cause-related marketing International markets International growth Cause-related marketing (CRM) offers a way for both for-profit and non-profit organizations to collaborate and create mutually beneficial outcomes. Typically, it involves a firm contributing to a cause, contingent on consumer...