.../approach – The authors use a qualitative content analysis of annual reports and corporate web sites to identify primary CSR dimensions and themes in the aviation companies in Pakistan. Findings – Only 13 out of 39 companies (or 33 per cent) clearly identified at least one CSR dimension...

... of Global Business Research. In view of pleas for greater attention to context effects, the authors use the concept of contextualization as the basis for analysis. Design/methodology/approach A qualitative content analysis of research published in 21 top‐tier business journals is employed...