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

Journal Article


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.

UOW Authors


  •   Powell, Shaun (external author)

Publication Date


  • 2011

Citation


  • Powell, S. M. (2011). The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility: an internal organisational perspective. European Journal of Marketing, 45 (9/10), 1365-1379.

Scopus Eid


  • 2-s2.0-80053085365

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1365

Has Global Citation Frequency


Number Of Pages


  • 14

Start Page


  • 1365

End Page


  • 1379

Volume


  • 45

Issue


  • 9/10

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.

UOW Authors


  •   Powell, Shaun (external author)

Publication Date


  • 2011

Citation


  • Powell, S. M. (2011). The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility: an internal organisational perspective. European Journal of Marketing, 45 (9/10), 1365-1379.

Scopus Eid


  • 2-s2.0-80053085365

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1365

Has Global Citation Frequency


Number Of Pages


  • 14

Start Page


  • 1365

End Page


  • 1379

Volume


  • 45

Issue


  • 9/10