David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Ezio Di Nucci
Jonathan Jenkins Ichikawa
Jack Alan Reynolds
Learn more about PhilPapers
Business Ethics 18 (3):209-223 (2009)
This article investigates conceptual and strategic relationships between corporate identity, organizational identity and ethics, utilizing the Benetton Corporation as an illustrative case study. Although much attention has been given to visual aspects of Benetton's renowned ethical brand building efforts, few studies have looked at how Benetton's employees, retail environments and trade events express ethical aspects of their well-known corporate identity. A multi-method case study, including interviews at retail outlets and trade events, sheds light on several important yet under-studied components of corporate identity, including stakeholders such as retail managers and contract employees. Analysis of Benetton's operations revealed disconnection and inconsistency, as well as a failure to communicate ethical values and socially responsible attributes throughout organizational identity. Operational identity emerged as a useful complement to models of corporate identity. We demonstrate the way in which organizations may fail to capitalize on positive aspects of their organizational identity by neglecting their operational identity.
|Keywords||No keywords specified (fix it)|
|Categories||categorize this paper)|
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
|Through your library|
References found in this work BETA
Christine A. Hemingway & Patrick W. Maclagan (2004). Managers' Personal Values as Drivers of Corporate Social Responsibility. Journal of Business Ethics 50 (1):33-44.
Janet Borgerson & Jonathan Schroeder (2002). Ethical Issues of Global Marketing: Avoiding Bad Faith in Visual Representation. European Journal of Marketing 36 (5/6):570-594.
Mette Morsing & Majken Schultz (2006). Corporate Social Responsibility Communication: Stakeholder Information, Response and Involvement Strategies. Business Ethics 15 (4):323–338.
Jane Collier & Rafael Esteban (2007). Corporate Social Responsibility and Employee Commitment. Business Ethics 16 (1):19–33.
Peter Pruzan (2001). The Question of Organizational Consciousness: Can Organizations Have Values, Virtues and Visions? [REVIEW] Journal of Business Ethics 29 (3):271 - 284.
Citations of this work BETA
No citations found.
Similar books and articles
David Oliver, Matthew Statler & Johan Roos (2010). A Meta-Ethical Perspective on Organizational Identity. Journal of Business Ethics 94 (3):427 - 440.
Nelarine Cornelius, James Wallace & Rana Tassabehji (2007). An Analysis of Corporate Social Responsibility, Corporate Identity and Ethics Teaching in Business Schools. Journal of Business Ethics 76 (1):117 - 135.
Longinos Marin & Salvador Ruiz (2007). “I Need You Too!” Corporate Identity Attractiveness for Consumers and the Role of Social Responsibility. Journal of Business Ethics 71 (3):245 - 260.
Merja Lähdesmäki (2012). Construction of Owner–Manager Identity in Corporate Social Responsibility Discourse. Business Ethics 21 (2):168-182.
Michael Bendixen & Russell Abratt (2007). Corporate Identity, Ethics and Reputation in Supplier–Buyer Relationships. Journal of Business Ethics 76 (1):69 - 82.
Max Baker & John Roberts (2011). All in the Mind? Ethical Identity and the Allure of Corporate Responsibility. Journal of Business Ethics 101 (S1):5-15.
Ian Ashman & Diana Winstanley (2007). For or Against Corporate Identity? Personification and the Problem of Moral Agency. Journal of Business Ethics 76 (1):83 - 95.
John M. T. Balmer, Kyoko Fukukawa & Edmund R. Gray (2007). The Nature and Management of Ethical Corporate Identity: A Commentary on Corporate Identity, Corporate Social Responsibility and Ethics. [REVIEW] Journal of Business Ethics 76 (1):7 - 15.
M. G. Serap Atakan & Tutku Eker (2007). Corporate Identity of a Socially Responsible University – a Case From the Turkish Higher Education Sector. Journal of Business Ethics 76 (1):55 - 68.
Janet Borgerson, Jonathan Schroeder, Martin Escudero Magnusson & Frank Magnusson (2009). Corporate Communication, Ethics, and Identity. Business Ethics - A European Review 18 (3):209-223.
Added to index2009-06-16
Total downloads111 ( #37,014 of 1,934,425 )
Recent downloads (6 months)13 ( #41,653 of 1,934,425 )
How can I increase my downloads?