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

In: The Synergy of Business Theory and Practice

Author

Listed:
  • Hans Rüdiger Kaufmann

    (University of Nicosia
    University of Applied Management Studies Mannheim)

  • 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)

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.

Suggested Citation

  • Hans Rüdiger Kaufmann & Maria Paraschaki & Evangelos Tsoukatos & Dolores Sanchez Bengoa & Michael Czinkota, 2019. "Curative International Marketing, Corporate and Business Diplomacy: A Triple Application for Migration," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Yaakov Weber & S. M. Riad Shams & Evangelos Tsoukatos (ed.), The Synergy of Business Theory and Practice, chapter 12, pages 261-283, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-030-17523-8_12
    DOI: 10.1007/978-3-030-17523-8_12
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