Authors
Janet Borgerson
DePaul University
Abstract
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)
DOI 10.1111/j.1467-8608.2009.01558.x
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 58,437
Through your library

References found in this work BETA

Corporate Social Responsibility and Employee Commitment.Jane Collier & Rafael Esteban - 2007 - Business Ethics, the Environment and Responsibility 16 (1):19–33.

View all 17 references / Add more references

Citations of this work BETA

Add more citations

Similar books and articles

Analytics

Added to PP index
2009-06-16

Total views
141 ( #70,157 of 2,421,196 )

Recent downloads (6 months)
2 ( #351,445 of 2,421,196 )

How can I increase my downloads?

Downloads

My notes