 The role of corporate identity in CSR implementation: An integrative frameworkMarwa Tourky, Philip Kitchen and Ahmed Shaalan Journal of Business Research, 2020, vol. 117, issue C, 694-706 Abstract: This paper investigates the relationship between corporate identity (CI) and CSR and describes how CI can underpin the development and implementation of CSR initiatives; thus helping to clarify how best to implement CSR in business practice. Empirical findings derived from interviews with senior executives in leading UK-based companies reveal the steps that firms take to develop and implement CSR initiatives. The study provides a framework which directs management attention to key CI elements and practices, both strategic and operational, required to sustain different stages of CSR implementation. Using CI as a unifying platform, the framework clarifies how CSR originates strategically from CI values and founder's vision as explicated in mission statements, which legitimize CSR and develop a shared culture. CI plays a role in implementing CSR via communication and senior management behavior which impact employee identification with organizational values and goals and behavior, which relate to voluntary participation in CSR. Keywords: Corporate identity; CSR; Communication; Mission statement; Culture; Values; Leadership (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:694-706 DOI: 10.1016/j.jbusres.2019.02.046 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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