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Purpose – The commentary aims to consider the nexus between corporate marketing, ethical corporate marketing, ethical corporate identity and corporate social responsibility. It seeks to take an explicit internal organisational perspective. It also aims to identify future research avenues. Design/methodology/approach – The commentary explains the relevance of the previous interlinking concepts with a discussion based on a review of past and current research. Findings – While highlighting the need for a fundamental reappraisal of marketing at the organisational level, it outlines potential problems and pitfalls with internal organisational ethical alignment, between employees and their organisation's ethical corporate identity. Practical implications – Enhanced appreciation for ethical corporate marketing and identity along with some of the challenges faced with internal ethical alignment, can help organisations and institutions to become more astute with the management of internal stakeholder relationships. Originality/value – The employee perspective for ethical corporate marketing, ethical corporate identity and corporate social responsibility are all relatively under‐researched. This commentary attempts to address this by providing an overview of these intertwining concepts in relation to internal ethical concerns.
European Journal of Marketing – Emerald Publishing
Published: Sep 20, 2011
Keywords: Corporate marketing; Ethical corporate identity; Corporate social responsibility; Corporate sustainability; Corporate sustainable development; Corporate image; Corporate branding; Organisational marketing; Corporate strategy; Employees
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