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                <text>Purpose – The purpose of this paper is to examine how corporate social responsibility is incorporated&#13;
into marketing strategy for a leading telecommunications firm (MTN) in Ghana. The paper examines the&#13;
corporate social responsibility practices of this firm by focussing on various dimensions of stakeholder&#13;
interests, norms and values.&#13;
Design/methodology/approach – A conceptual framework was adopted from the extant literature&#13;
and used as the basis for the single case study analysis. The authors interviewed senior management&#13;
of the company and also analysed corporate social responsibility (CSR) information posted on the&#13;
company’s website.&#13;
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independent unit, dubbed, “MTN Foundation”, has been established with its own Board of Directors and&#13;
management team to manage CSR-related programmes. However, there seems to be lack of coordination&#13;
of activities of other departments such as marketing and human resources which are of equal interest&#13;
to major stakeholders. Again, in an effort to identify stakeholders’ interests, there appears to be a lack of&#13;
a proactive approach in examining the actual needs of prospective beneficiaries of CSR programmes&#13;
of the company.&#13;
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Keywords Corporate, Social responsibility, MTN, Ghana, Marketing</text>
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