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This paper investigates how the e-marketing communication of trophy hunting operators in Namibia may affect and reinforce the overall tainted image of this controversial industry. The online marketing efforts of 100 Namibian safari providers were examined. Two main results were discerned: (1) the majority of communication does not take into account the negative image of the industry, choosing instead to focus primarily on the hedonic values of the customer (i.e. hunters) and (2) evidence was found of concern for ethics, sustainability and fairness, but often these messages were implicit rather than explicit. Suggestions for improvement in e-marketing are provided. 相似文献
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This article investigates the link between corporate social responsibility (CSR) practices and the reasons for which legitimacy
is ascribed or denied. It fills a gap in the literature on CSR and legitimacy that lacks empirical studies regarding the question
whether CSR contributes to organisational legitimacy. The problem is discussed by referring to the case of De Beers’s diamond
mining partnership with the Government of Namibia. A total of 42 interviews were conducted—41 with stakeholders and one with
the focal organisation Namdeb. The 41 stakeholder interviews are analysed with regard to cognitive, pragmatic and moral legitimacy
as defined by Suchman (Acad Manage Rev 20(3):571–610, 1995). The main finding is that the majority of statements on organisational legitimacy refer to moral legitimacy and most issues
raised in this context challenge the company’s legitimacy despite its comprehensive CSR engagement. The study demonstrates
that legitimacy gaps can be a result of communication practices that raise unrealistic stakeholder expectations and that the
legitimacy gained by CSR engagement in one area cannot substitute legitimacy losses caused by failures in another. 相似文献
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