Despite the increasing relevance in corporate practice, a profound understanding of the role of Corporate Social Responsibility (CSR) in Business-to-Business relationships - both in practice and in marketing and CSR research - is largely absent. Against this backdrop, Marcel Stierl examines the influence of CSR on customer behavior in the B2B context through three empirical studies and identifies key success impacts, mechanisms of action, and contextual factors. The Institute for Market-Oriented Management (IMU) was newly established at the University of Mannheim in 1999. It serves as a platform for application-oriented research as well as a forum for dialogue between science and practice. The aim of this series of publications is to disseminate scientific findings that are relevant to market-oriented management.