MNE CSR-Strategies at BoP-Markets: Poverty Alleviation Through Micro-Franchise

Sabine Bacouel-Jentjens (), Tracey Dodd () and Karen Delchet-Cochet ()
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Sabine Bacouel-Jentjens: ISC Paris - Institut Supérieur du Commerce de Paris
Tracey Dodd: University of Adelaide
Karen Delchet-Cochet: LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School

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Abstract: Amidst increasing pressures for enhanced Corporate Social Responsibility (CSR) and the saturation of developed markets, multinational corporations (MNCs) are increasingly turning their attention to Bottom of the Pyramid (BoP) markets as viable business opportunities. This paper explores how MNC subsidiaries strategically adopt and implement CSR initiatives aimed at poverty alleviation in BoP markets. Through a case study of a Unilever subsidiary-micro-franchise-model in Indonesia, we investigate the management of CSR and situate this concept within the framework of voluntary corporate actions and explore MNCs operations in BoP contexts of international business.

Date: 2024
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Published in Journal of International Business Education, 2024, Volume 19: 2024

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04767142

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