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Ethical corporate marketing—as an organisational-wide philosophy—transcends the domains of corporate social responsibility,
business ethics, stakeholder theory and corporate marketing. This being said, ethical corporate marketing represents a logical
development vis-a-vis the nascent domain of corporate marketing has an explicit ethical/CSR dimension and extends stakeholder
theory by taking account of an institution’s past, present and (prospective) future stakeholders. In our article, we discuss,
scrutinise and elaborate the notion of ethical corporate marketing. We argue that an ethical corporate marketing positioning
is a prerequisite for corporations which claim to have an authentic ethical corporate identity. Our article expands and integrates
extant scholarship vis-a-vis ethical corporate identities, the sustainable entrepreneur and corporate marketing. In delineating
the breadth, significance, and challenges of ethical corporate marketing we make reference to the BP Deepwater Horizon (Gulf
of Mexico) catastrophe of 2010. 相似文献
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In this paper we open up the topic of ethical corporate identity: what we believe to be a new, as well as highly salient,
field of inquiry for scholarship in ethics and corporate social responsibility. Taking as our starting point Balmer’s (in
Balmer and Greyser, 2002) AC2ID test model of corporate identity – a pragmatic tool of identity management – we explore the specificities of an ethical
form of corporate identity. We draw key insights from conceptualizations of corporate social responsibility and stakeholder
theory. We argue ethical identity potentially takes us beyond the personification of the corporation. Instead, ethical identity
is seen to be formed relationally, between parties, within a community of business and social exchange. Extending the AC2ID test model, we suggest the management of ethical identity requires a more socially, dialogically embedded kind of corporate
practice and greater levels of critical reflexivity.
John M. T. Balmer is Professor of Corporate Brand/Identity Management at Bradford University School of Management. His research
focuses on a range of corporate-level marketing issues and has a particular interest in the management of corporate brands
and identities. His work has been published in leading journals such as California Management Review and Long Range Planning. With Stephen Greyser he co-authored Revealing the Corporation (Routledge, 2003).
Kyoko Fukukawa is a lecturer in marketing at Bradford University School of Management and holds a Ph.D. from University of
Nottingham, UK. Her research interests include ethical decision-making in consumption and business practices; corporate social
responsibility (CSR) of MNCs concerning their policies and strategic communication; and CSR and corporate branding. Her publications
appear in Journal of Business Ethics, Journal of Corporate Citizenship and others.
Edmund R. Gray is Professor and Chair in the Department of Management at Loyola Marymount University. He is author or co-author
of five textbooks and numerous scholarly articles. He holds a Ph.D. from UCLA. His research interests centre around issues
of corporate identity, corporate social responsibility and environmental sustainability. Currently, he is conducting research
on entrepreneurial firms with environmental/social goals that are an integral part of their mission. 相似文献
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This article advances the theoretical and instrumental understanding of corporate heritage identities. This exploratory, empirical study focuses on both the nature and the relevance of corporate heritage identity as employed by managers for corporate identity management purposes. The research is undertaken within Britain's oldest brewery – one of the oldest corporate entities in Great Britain with a provenance spanning many centuries – and utilizes a qualitative and theory building case study. The research reveals two classes of management responsibilities vis-à-vis corporate heritage identity management, namely corporate heritage management activities and corporate heritage implementation strategies, which follow a particular corporate heritage identity implementation pattern identified. A normative framework synthesizes and marshals the findings. The empirical study provides insight into corporate heritage identity management and is potentially useful to both scholars and practitioners. This study advances the nascent area of corporate heritage identity management by providing empirical and theoretical insight into the salience and strategic relevance of corporate heritage identity as a resource for corporate marketing. The article provides a normative framework of actionable categories of activities related to the management and implementation of substantive corporate heritage identity dimensions. 相似文献
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Ash Patel Nigel J. Balmer Pascoe Pleasence 《International Journal of Consumer Studies》2012,36(5):556-565
In common with a number of other developed western states, the UK has seen significant growth of consumer debt over the past three decades. In tandem, there has been an associated increase on the demand for debt advice. Using data from the English and Welsh Civil and Social Justice Survey, this article explores how debt problems are experienced across the population and goes on to contextualize the distinct nature of debt problems and their relationship to other problems of everyday life. Findings reaffirm the increased vulnerability to debt problems experienced by socially excluded groups, such as lone parents, those with a long‐term illness or disability and the people with no academic qualification. Results go further to demonstrate that vulnerability is not constant but is also influenced by broader economic and social factors; in particular, findings demonstrate how problems directly associated with the economic downturn increase vulnerability to unmanageable debt and financial difficulty. Given this relationship, and the prolonged longevity of debt problems compared with other problem types, we would expect to see an increase in the experience of debt problems as the effects of the recession become fully apparent, and for some time thereafter. Discussion focuses upon the policy relevance of findings to frontline debt counselling and advice services operating within an increasingly tighter financial environment. Specifically, emphasis is placed upon potential benefits of offering debt counselling and advice as part of an array of other social welfare advice services, and even working across sectors to get better penetration into hard to reach groups. 相似文献
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