Investigating the relationship between corporate identity and CSR : an integrated framework

2019 
This paper examines the processes and corporate identity (CI) CI attributes that pertain to CSR adoption and implementation, and thus address the lack of clarity on how best to implement CSR in organizational practice and integrate it in CI management. Empirical findings are derived from semi-structured interviews with senior managers in leading UK-based companies and reveal nine steps firms proceed through in order to build CSR brand, and acknowledge that development of such initiatives might require strong CI attributes to cope with stakeholder demands in firms’ complex environments. The paper offers an integrative framework of the process associated with CSR design and development and the accompanying CI attributes required at each step of the process to build CSR identity. Keywords: Corporate identity, CSR, Communications, Missions, Culture, Values, Leadership
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