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.
This is a preview of subscription content, access via your institution.
Buy single article
Instant access to the full article PDF.
Tax calculation will be finalised during checkout.
Subscribe to journal
Immediate online access to all issues from 2019. Subscription will auto renew annually.
Tax calculation will be finalised during checkout.
Abratt R.: 1989, ‚A New Approach to the Corporate Image Management Process’. Journal of Marketing Management 5(1):63–76
Albert S., D. Whetten: 1985, ‚Organizational Identity’. Research in Organizational Behavior, 7:163–95
Angelidis J., N. A. Ibrahim: 2002, ‚Practical Implications of Educational Background of Future Corporate Executives’ Social Responsibility Orientation’. Teaching Business Ethics, 6:117–126
Aupperle K. E., A. B. Carroll, J. D. Hatfield: 2001, ‚An Empirical Examination of the Relationship between Corporate Social Responsibility and Profitability’. Academy of Management Journal, 28(2):446–463
Baker M. J, J. M. T. Balmer: 1997, ‚Visual Identity: Trappings or Substance?’. European Journal of Marketing, 31(5/6):336–382
Balmer, J.M.T.: 1995, ‚Corporate Identity: the Power and the Paradox’, Design Management Journal, Winter, 39–44
Balmer J. M. T., S. A. Greyser: 2003, Revealing the Corporation, Routledge, New York, pp.39
Bernstein D.: 1984, Corporate Image and Reality: A Critique of Corporate Communications. Holt, Rhinehart and Winston Ltd., Eastbourne, UK
Birkight K., M. M. Stadler: 1986, Corporate Identity, Grundlagen, Funktionen, Fallspielen. Verlag Moderne Industrie, Landsberg an Lech
Bock B. H., J. Goldschmid, I. M. Millstein, F. M. Scherer: 1984, The Impact of the Modern Corporation. Columbia Press, New York
Bourner I., S. Flowers: 1997, ‚Teaching and Learning Methods in Higher Education: A Glimpse of the Future’. Reflections on Higher Education, 9:77–102
Boyle E.: 1996, ‚An Experiment in Changing Corporate Identity in the Financial Services Industry in the UK’. Journal of Services Marketing, 10(4):55–69
Brigham S.: 1994, 25 Snapshots of a Movement: Profiles of Campuses Implementing CQI. American Association of Higher Education, Washington, DC
Carroll A. B.: 1979, ‚A Three Dimensional Conceptual Model of Corporate Performance’. Academy of Management Review, 4(4):497–505
Carroll, A.B.: 1991, ‚The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders’, Business Horizons, July/August, 39–48
Christensen L. T, S. Askegaard: 2001, ‚Corporate Identity and Corporate Image Revisited – A Semiotic Perspective’. European Journal of Marketing, 35(3/4):292–315
Collins J. C., J. I. Porras: 1991, ‚Organizational Vision and Visionary Organizations’. California Management Review, 37(Fall):30–52
Davis K., R. L. Blomstrom: 1975, Business and Society: Environment and Responsibility, 3rd ed. McGraw Hill, New York
De Keizer, B: 2004, ‚Corporate Social Responsibility at the University of Amsterdam’. paper presented at the University Industry Forum, Bonn
Dowling G. R.: 1986, ‚Managing Your Corporate Images’. Industrial Marketing Management, 15:109–15
Drumwright M. E., P. E. Murphy: 2001, Corporate Societal Marketing, In: Bloom P. N., Gundlach G. T. (eds), Handbook of Marketing and Society, Sage, Thousand Oaks, CA, pp.162–183
Friedman, M.: 1970, ‚The Social Responsibility of Business is to Increase its Profits’, New York Times Magazine, September 13, 32–33,122–126
Gioia D. A., J. B. Thomas: 1996, ‚Institutional Identity, Image, and Issue Interpretation: Sensemaking During Strategic Change in Academia’. Administrative Science Quarterly, 41(3):370–403
Gray E.: 1995, ‚Corporate Image as a Strategic Concept’, paper presented at the 13th Annual Conference of the Association of Management. Vancouver, 13(1):250–257
Hill R. P.: 2004, ‚The Socially Responsible University: Talking the Talk While Walking the Walk in the College of Business’. Journal of Academic Ethics, 2:89–100
Istanbul Bilgi University, Undergraduate Handbook 2004–2005, pp. 5
Jones, R.E.: 1994, ‚A Theory of Firm Philanthropy: The Philanthropic Capacity of the Firm’, Proceedings of the Annual Meeting of the International Association for Business and Society, cited in Sanchez (2000)
Kazgan, G., H. Kirmanoglu, C. Celik and A.Yumul: 1999, Kustepe ve Dolapdere Arastirmasi (Research on Kustepe and Dolapdere), (Istanbul Bilgi Universitesi Publications, Istanbul)
Matten, D. and J. Moon: 2005, ‚Implicit’ and ‚Explicit’ CSR: A Conceptual Framework for Understanding CSR in Europe’, Paper presented in Research Seminar of University of London, 16 February
McAlister D. T., L. Ferrell: 2002, ‚The Role of Strategic Philanthropy in Marketing Strategy’. European Journal of Marketing, 36 (5/6):689–705
Melewar T. C., E. Jenkins: 2002, ‚Defining the Corporate Identity Construct’, Corporate Reputation Review. 5(1):76–91
Melewar T. C., S. Akel: 2005, ‚The Role of Corporate Identity in the Higher Education Sector A Case Study’, Corporate Communications: An International Journal. 10(1):41–57
Miliken F. J: 1990, ‚Perceiving and Interpreting Environmental Change: An Examination of College Administrators’ Interpretation of Changing Demographics’. Academy of Management Journal, 33:42–63
Olins W.: 1978, The Corporate Personality: An Inquiry into the Nature of Corporate Identity. Thames and Hudson, London
Porter M., M. R. Kramer: 2002, ‚The Competitive Advantage of Corporate Philanthropy’. Harvard Business Review, 12:57–68
Reed D: 2004, ‚Universities and the Promotion of Corporate Responsibility: Reinterpreting the Liberal Arts Tradition’. Journal of Academic Ethics, 2:3–41
Ries A., J. Trout: 1981, Positioning: The Battle for the Mind. Warner Brooks, New York, NY
Sanchez C.: 2000, ‚Motives for Corporate Philanthropy in El Salvador: Altruism and Political Legitimacy’. Journal of Business Ethics, 27:363–375
Schmidt K.: 1995, The Quest for Identity – Corporate Identity, Strategies, Methods and Examples. Cassel, London
Simon F. L.: 1995, ‚Global Corporate Philanthropy: A Strategic Framework’. International Marketing Review, 12(4):20–37
Simoes C., S. Dibb, R. P. Fisk: 2005, ‚Managing Corporate Identity: An Internal Perspective’. Journal of the Academy of Marketing Science, 33(2):153–168
Tansel A., Gungor, N. D: 2002, ‚Brain drain’ from Turkey: Survey Evidence of Student Non-return’. Career Development International, 8 (2):52–69
The Economist: 2005, ‚The Good Company – A Survey of Corporate Social Responsibility’, January 22–25, 11–18
Van Rekom, J.: 1993, ‚Corporate Identity – Its Measurement and Its Use in Corporate Communications’, Proceedings of the European Marketing Association Conference, 1497–514
Van Riel, C. B.: 1995, Principles of Corporate Communications. Prentice-Hall, London
Van Riel, C. B. M, J. M. T. Balmer: 1997, ‚Corporate Identity: The Concept, Its Measurement and Management’. European Journal of Marketing, 31(5/6):340–355
Van Weenen, H: 2000, ‚Towards a Vision of Sustainable University’. International Journal of Sustainability in Higher Education, 1(1):20–34
YOK,: 2001, Yuksekogretim Kurumu Faaliyet Raporu (Activities Report of the Council of Higher Education), Council of Higher Education, Ankara
Wulfson M.: 2001, ‚The Ethics of Corporate Social Responsibility and Philanthropic Ventures’. Journal of Business Ethics, 29:135–145
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.
About this article
Cite this article
Atakan, M.G.S., Eker, T. Corporate Identity of a Socially Responsible University – A Case from the Turkish Higher Education Sector. J Bus Ethics 76, 55–68 (2007). https://doi.org/10.1007/s10551-006-9274-3
- corporate identity
- corporate social responsibility
- corporate philanthropy