Curative International Marketing, Corporate and Business Diplomacy: A Triple Application for Migration

Hans Rüdiger Kaufmann (), Maria Paraschaki, Evangelos Tsoukatos (), Dolores Sanchez Bengoa and Michael Czinkota ()
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Hans Rüdiger Kaufmann: University of Nicosia
Maria Paraschaki: Technological Educational Institute of Crete
Evangelos Tsoukatos: Hellenic Mediterranean University
Dolores Sanchez Bengoa: University of Applied Management Studies Mannheim
Michael Czinkota: Georgetown University

Chapter 12 in The Synergy of Business Theory and Practice, 2019, pp 261-283 from Palgrave Macmillan

Abstract: Abstract This contribution aims to cover a literature gap as to conceptualizing the nexus between sustainable corporate policy and globalization phenomena challenges exemplified by migration. The work is designed as a conceptualized chapter derived from a synthesis of discussed concepts and a case study of migration based on documentary analysis. Based on a review on mainstream literature on a still scattered and ambiguous body of knowledge in the research stream of corporate and/or business diplomacy, the work suggests a synthesis of the two concepts with international curative marketing for sustainable corporate policy. The contribution suggests a distinction between business and corporate diplomacy complemented by multidisciplinary concepts derived from the curative international marketing paradigm and a distinction between legitimacy and reputation-orientated corporate mindset.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-030-17523-8_12

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DOI: 10.1007/978-3-030-17523-8_12

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