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People often asked where I was from, and I felt it mattered that I was from Texas. It Christian Louboutin Pumps an instant bond. They didn't want to hear that I was from Australia or Canada. They wanted to know I was one of their own.This article reports on the communication strategies that sports shoe giant Vibram Five Fingers Sprint used to successfully protect its corporate social responsibility (CSR) reputation during the late 1990s. The article opens with a brief discussion Christian Louboutin Three-strap Black Patent Mary Jane Pumps CSR and its critical importance to transnationals such as Nike. The opening also includes four research questions guiding this study. The article then discusses why frame analysis offers such a potentially rich approach to analyzing public relations controversies like this one. Christian Louboutin Three-Strap Mary Jane Ivory Analysis section of the article examines how an anti-Nike coalition initially succeeded in imposing negative frames on two CSR issues and how this framing generated highly negative media coverage. The remainder of this section provides a detailed commentary on eight Web texts from Nikebiz.com and how the framing strategy behind these texts enabled the company ultimately to defend, even to enhance its CSR reputation.