Abstract
Against the backdrop of a framework of analysis expressing and promoting the cooperation between the marketing theory and the ethics of responsibility, this paper aims to identify commonalities and differences between doing business and doing CSR. A value-creation perspective is revealed within this framework designed and employed to facilitate the identification and establishment of responsible business practices (doing CSR). The answers to four questions provide support for accomplishing the papers objectives: why and for whom, how, and with whom can or should value creation take place?
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