Corporate identity and the societal constituent
- 630 Downloads
Increasingly, the management of corporations’ identities is being conducted in the context of empowered, socially engaged, culturally adept social actors who present organizations with a range of conflicting societal and economic expectations. These social actors, referred to as societal constituents, claim moral legitimacy to influence the decisions and actions of corporations they feel have affected their personal and community space. Firms’ environments come to be regarded as complex webs of social groups whereby the cultural meanings embedded in their corporate brands come to be morphed across the range of social groups. As such, the management of corporate brands becomes a task of symbolic facilitation and managing contradictions.
Keywordscorporate branding corporate branding stakeholder constituent society activism
Unable to display preview. Download preview PDF.
- Argenti, Paul A. 2004 “Collaborating With Activists: How Starbucks Works With NGOs.”California Management Review 47 (1): 91–116.Google Scholar
- Bellah, Robert N., Richard Madsen, William M. Sullivan, Ann Swidler, and Steven M. Tipton. 1986.Habits of the Heart: Individualism and Commitment in American Life. New York: Harper & Row.Google Scholar
- Berger, Ida E., Peggy H. Cunningham, and Minette E. Drumwright. 2004 “Social Alliances: Company/Nonprofit Collaboration.”California Management Review 47 (1): 58–90.Google Scholar
- Freeman, R. Edward. 1984.Strategic Management: A Stakeholder Approach. Boston: Pitman.Google Scholar
- Handelman, Jay M. 1999 “Culture Jamming: Expanding the Application of the Critical Research Project.” InAdvances in Consumer Research, Vol. 26. Eds. Eric J. Arnould and Linda M. Scott. Provo, UT: Association for Consumer Research, 399–404.Google Scholar
- Kates, Steven M. and Charlene Goh. 2003 “Brand Morphing: Implications for Advertising Theory and Practice.”Journal of Advertising 32 (1): 59–68.Google Scholar
- — and Jay M. Handelman. 1998 “Ensouling Consumption: A Netnographic Exploration of Boycotting Behavior.” InAdvances in Consumer Research, Vol. 26. Eds. J. Alba and W. Hutchinson. Provo, UT: Association for Consumer Research, 475–480.Google Scholar
- Putnam, Robert D. 2000.Bowling Alone: The Collapse and Revival of American Community. New York: Simon & Schuster.Google Scholar
- Scholl, Hans J. 2001 “Applying Stakeholder Theory to E-Government: Benefits and Limits.” InProceedings of the 1 stlFIP Conference on E-Commerce and E-Government, October, Zurich, Switzerland.Google Scholar