Thinking Outside of the Firm: Self-Transcendence Values’ Effects on Corporate Reputation

Monique L. Bell ()
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Monique L. Bell: California State University, Fresno

Corporate Reputation Review, 2023, vol. 26, issue 2, No 5, 150-165

Abstract: Abstract While organizational values’ implications for firm effectiveness and employee outcomes have been studied extensively in management literature, the question of how organizational values influence marketing outcomes remains under-researched. Our research applies stakeholder theory to propose that an expanded organizational values framework is needed to account for marketing-relevant stakeholders (e.g., customers and the general public) and not solely those “inside” the firm (e.g., employees and shareholders). Using Schwartz’s human values model, the Stakeholder-organizational values framework is conceptualized and empirically explored. We use a corpus of CEO letters to examine the differential effects of firms’ emphases on Self-enhancement (e.g., corporate profitability) values versus Self-transcendence (e.g., societal benefits) values on customer satisfaction and corporate reputation. The study finds a significant relationship between firm Self-transcendence values orientation and corporate character reputation. Ultimately, the framework and original dictionary of terms provide an innovative method for assessing firms’ organizational values from a multi-stakeholder perspective.

Keywords: Organizational values; Corporate reputation; Stakeholder theory; Corporate character; Customer satisfaction; Content analysis (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41299-022-00143-x

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