Corporate Identity of a Socially Responsible University – A Case from the Turkish Higher Education Sector |
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Authors: | M G Serap Atakan Tutku Eker |
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Institution: | (1) Department of Business Administration, Istanbul Bilgi University, Inonu cad. No: 28 Kustepe Sisli, 34387 Istanbul, Turkey |
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Abstract: | Facing increased competition, universities are driven to project a positive image to their internal and external stakeholders.
Therefore some of these institutions have begun to develop and implement corporate identity programs as part of their corporate
strategies. This study describes a Turkish higher education institution’s social responsibility initiatives. Along with this
example, the study also analyzes a specific case using concepts from the Corporate Identity and Corporate Social Responsibility
literature. The motives leading the university to manage its corporate identity, the social responsibility initiatives in
the local and national communities, and the possible benefits of these initiatives for the parties involved are all identified.
The major finding is that philanthropy is one of the main elements of Istanbul Bilgi University’s corporate identity program
and that the university has altruistic motives for its social responsibility initiatives.
M.G. Serap Atakan is an assistant professor at the Department of Business Administration of Istanbul Bilgi University, Turkey.
She is teaching and conducting researches on business ethics, corporate social responsibility and retailing. She has a co-authored
article published in the Journal of Business Ethics.
Tutku Eker is a doctorate student at the Department of Management of Bogazici University, Istanbul, Turkey. Her research interests
include business ethics, corporate social responsibility and branding. She is also a teaching assistant at the Department
of Business Administration of Istanbul Bilgi University. |
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Keywords: | corporate identity corporate social responsibility corporate philanthropy university Turkey |
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