Exploring the issues and new insights of global branding and strategic corporate social responsibility (csr): a case of Pakistani organizations
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Date
2012
Journal Title
Journal ISSN
Volume Title
Publisher
Academic Journals
Abstract
The purpose of this paper is to demonstrate the concept of global branding, what it stands for being
socially responsible, and what its link with leverage is. It also highlights the range of social
responsibility issues with reference to Pakistani brands and explores the relevant issues and deep
insights from strategic corporate social responsibility (CSR) literature and global branding literature in
the context of Pakistani organizations. It also suggests future implications for theorists, practitioners
and academicians with reference to effective strategic CSR and global branding. This paper embarks on
the intellectual journey with the concept of CSR and global branding in local context of Pakistan, while
reviewing the relevant literature and addressing the issue of complexity in Pakistani context. This study
gives insights about the issue of complexity at the time of strategically integrating CSR into global band
and sorts out three strands of complexity namely, 1) issue complexity, 2) organizational complexity,
and 3) communication complexity in the context of Pakistan. The limitation of this paper is due to the
limited academic literature, giving insights about how global organizations in corporate CSR initiatives
for the development of brands, and insights dealing with the issues needed to be taken into account at
the time of integrating into branding strategies. This paper gives fresh enquiry to the issue complexity,
organizational complexity and communication complexity with reference to global brands and CSR
activities in the context of Pakistan which has been applied so far.
Description
Keywords
Strategic CSR, Corporate Social Responsibility, Pakistani Brands, Branding Strategies
Citation
African Journal of Business Management Vol. 6(33), pp. 9381-9387, 22 August, 2012