RESEARCH ARTICLE e f and image. With renewed public awareness of the serious ship schemes, public awareness talks or dialogues, educa-

adverse implications on profits, a growing number of alco-hol corporations are competing with each other to adopt CSR strategies in an attempt to portray themselves as good corporate citizens. Major transnational alcohol tion programmes, networking events, and partnerships with government as well as voluntary codes of practice for marketing and advertising. They openly profile themselves as socially responsible actors who are willing to embrace societal concerns on alcohol-related harm. In its original sense, the term CSR is defined as a moral and stakeholder obligation [1], emanating from a notion * Correspondence