Exploring the Issues and New Insights of Global Branding and Strategic Corporate Social Responsibility (CSR): A Case of Pakistani Organizations

African Journal of Business Management Vol. 6(33), pp. 9381-9387, 22 August, 2012

7 Pages Posted: 7 Sep 2012

See all articles by Dr. Rana Zamin Abbas

Dr. Rana Zamin Abbas

University of Management & Technology (UMT), Lahore, Pakistan

Hasan Murad

affiliation not provided to SSRN

Mazhar Abbas Khan

University of Management and Technology (UMT), Pakistan

A.G. Ghaffari

University of Management and Technology (UMT), Pakistan

Abdul Rafay

University of Management & Technology (UMT), Pakistan

Multiple version iconThere are 2 versions of this paper

Date Written: 2012

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.

Keywords: Global Branding, Strategic CSR, Pakistani Brands, Pakistani Organizations

Suggested Citation

Zamin Abbas, Dr. Rana and Murad, Hasan and Khan, Mazhar Abbas and Ghaffari, A.G. and Rafay, Abdul, Exploring the Issues and New Insights of Global Branding and Strategic Corporate Social Responsibility (CSR): A Case of Pakistani Organizations (2012). African Journal of Business Management Vol. 6(33), pp. 9381-9387, 22 August, 2012, Available at SSRN: https://ssrn.com/abstract=2142522

Dr. Rana Zamin Abbas (Contact Author)

University of Management & Technology (UMT), Lahore, Pakistan ( email )

C-II,
Lahore, Punjab 54770
Pakistan
92 42 35212801-10 (Phone)
92 42 35212819 (Fax)

HOME PAGE: http://www.umt.edu.pk

Hasan Murad

affiliation not provided to SSRN

Mazhar Abbas Khan

University of Management and Technology (UMT), Pakistan ( email )

C-II
Lahore, Punjab 54770
Pakistan

A.G. Ghaffari

University of Management and Technology (UMT), Pakistan

C-II
Lahore, Punjab 54770
Pakistan

Abdul Rafay

University of Management & Technology (UMT), Pakistan ( email )

C-II
Johar Town
Lahore, Punjab 54770
Pakistan
924235212801-10 (Phone)

HOME PAGE: http://www.umt.edu.pk

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