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

  • Hans Rüdiger KaufmannEmail author
  • Maria Paraschaki
  • Evangelos Tsoukatos
  • Dolores Sanchez Bengoa
  • Michael Czinkota
Part of the Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business book series (PSCDBRAEAB)


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.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Hans Rüdiger Kaufmann
    • 1
    • 2
    Email author
  • Maria Paraschaki
    • 3
  • Evangelos Tsoukatos
    • 4
  • Dolores Sanchez Bengoa
    • 2
  • Michael Czinkota
    • 5
  1. 1.University of NicosiaNicosiaCyprus
  2. 2.University of Applied Management Studies MannheimMannheimGermany
  3. 3.Technological Educational Institute of CreteCreteGreece
  4. 4.Department of Accounting and FinanceHellenic Mediterranean UniversityHeraklion, CreteGreece
  5. 5.Georgetown UniversityWashington, DCUSA

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