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DOING WELL BY DOING GOOD.

2007

effectuation

This article examines the pursuit of commercial success through the internalization of social good in subsistence markets. Using a study which employs case studies and qualitative research, the authors argue that corporations should internalized social good so that they can succeed in subsistence markets. Micro and macro level rationale is employed to illustrate that societal welfare and customer concerns should be shifted to the focus of strategic planning and should then permeate business processes and functions.

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