Principles of Advertising & IMC, 2nd edn.

Community involvement is recognized as part of an organization's attempts to build good will in the local community and as such can be thought of as part of corporate social responsibility. The argument has been made that there is a need for more examination of the content of CSR activities, in particular for firms operating in diverse domestic and foreign contexts (Gardberg and Fombrun, 2004, Academy of Management Review, 31(2), pp. 329–346). This paper explores some of these issues by presenting an in‐depth look at McDonald's community involvement initiative in Norway, where the attempts to build a Ronald McDonald House met much resistance and many barriers, many of them from political parties, doctors and academics.