Strategically Leveraging Corporate Social Responsibility

A Corporate Branding Perspective

Christine Vallaster, Adam Lindgreen, François Maon

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

Corporate social responsibility (CSR) is changing the rules of branding but it is unclear how. While the literature offers a range of approaches seeking insight to how to manage CSR-related issues, practitioners are left in a state of confusion when having to decide on how to tackle CSR in a way that benefits both the corporate brand and society at large. Based on qualitative empirical research, this article offers a framework for companies to address CSR and their brands strategically, whether as entrepreneurs, performers, vocal converts, or quietly conscientious. We define these categories according to the level of involvement, integration, and the key initiator of the CSR focus. This article concludes with suggestions practitioners should keep in mind when aiming to balance stakeholder tensions and to achieve consistency in their corporate branding and CSR efforts.
OriginalsprogEngelsk
TidsskriftCalifornia Management Review
Vol/bind54
Udgave nummer3
Sider (fra-til)34-60
ISSN0008-1256
DOI
StatusUdgivet - 2012
Udgivet eksterntJa

Citer dette

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Strategically Leveraging Corporate Social Responsibility : A Corporate Branding Perspective. / Vallaster, Christine; Lindgreen, Adam; Maon, François.

I: California Management Review, Bind 54, Nr. 3, 2012, s. 34-60.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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