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The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility An internal organisational perspective

The nexus between ethical corporate marketing, ethical corporate identity and corporate social... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility An internal organisational perspective

European Journal of Marketing , Volume 45 (9/10): 15 – Sep 20, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111151808
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Journal of MarketingEmerald 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

References