Why Business School Managers are a Key Corporate Brand Stakeholder Group

John M. T. Balmer and Wei-Yue Wang

International Studies of Management & Organization, 2016, vol. 46, issue 4, 247-255

Abstract: This study focuses on senior management cognitions of corporate brand building within leading (Financial Times-ranked) British business schools. The study reveals stakeholder theory to be highly apposite for corporate brand management and, importantly, confirms the pivotal role of senior managers in terms of corporate brand building and custodianship. The cognitions of senior business school managers confirmed the orthodox approach to corporate brand building and management where a multidisciplinary, service-focused, strategic-orientated, and organizational-wide commitment is stressed. The Mitchell, Agle, and Wood (1997) tripartite typology of stakeholders (power, legitimacy, and urgency) is broadened in order to include necessity and responsibility, which are highly germane for senior managers. The instrumental insights of this study demonstrate that in managing a corporate brand, senior managers should focus on organizational activities, institutional attitude, senior management advocacy, and adherence on the part of organizational members.

Date: 2016
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/00208825.2016.1140521 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:mimoxx:v:46:y:2016:i:4:p:247-255

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/mimo20

DOI: 10.1080/00208825.2016.1140521

Access Statistics for this article

International Studies of Management & Organization is currently edited by Abraham Stefanidis

More articles in International Studies of Management & Organization from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().