The Trouble with Being Average

http://sloanreview.mit.edu/the-magazine/articles/2009/spring/50316/the-trouble-with-being-average/
Authors: Bouquet, Cyril; Crane, Andrew; Deutsch, Yuval
Source: MIT Sloan Management Review
Year: 2009

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Abstract:

Companies are more likely to achieve profitable sales overseas if their level of corporate social responsibility is either above average—or below it.