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Moral Entrepreneurialism for the Hamburger: Strategies for Marketing a Contested Fast Food
Recent research has extended the concept of moral entrepreneurialism to corporate actors. We build on this research to investigate how corporations succeed in this effort by uncovering the strategies and tools they employ as moral entrepreneurs. To do so, we examine the corporate discourse of three...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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SAGE Publications
2021
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9158241/ https://www.ncbi.nlm.nih.gov/pubmed/35663543 http://dx.doi.org/10.1177/17499755211039932 |