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According to the 'doing well by doing good' proposition, firms have a corporate social responsibility to achieve some larger social goals, and can do so without. Doing well by doing good case study: ‘fair & lovely’ whitening cream aneel karnani stephen m ross school of business the university of michigan. Exploitation of women in beauty products of “fair and lovely”: a critical discourse analysis study international journal on studies in english language and literature (ijsell) page | 124. Full-text paper (pdf): doing well by doing good—case study: ‘fair & lovely’ whitening cream. Case study analysis |1 case study analysis: 22 cultural norms, fair & lovely, and advertising christopher a osuoha july 2, 2012 mktg 5330 international marketing.
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