...ISSN 1857-8047 CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IMAGE Ayanda, Adebayo Maruf Department of Business Administration and Management Technology, Faculty of Management sciences, Lagos State University, Ojo, Lagos- Nigeria. Baruwa, Akinfolarin Afeez Department of Business Administration and Management Technology, Faculty of Management sciences, Lagos State University, Ojo, Lagos- Nigeria Abstract This article analyses the impact of corporate social responsibility on corporate image, basing the findings theoretically and empirically. The first part of this article focuses on a theoretical concept of corporate social responsibility. The authors analyze different definitions of corporate social responsibility, review chronological development of this concept and reveal similarities between different definitions. Positive and negative positions towards corporate social responsibility are presented and compared. The second part of this article reveals the theoretical concept of corporate image and the constituting factors. After discussing different definitions of corporate image, concluding remarks are made. The authors of this article discuss the topicality of corporate image management subsequently and name the factors that form corporate image, laying out the basis to manage particular factors. The first two parts of this paper provide a theoretical basis for further discussion. The third part of this article outlines insights for causality between corporate social responsibility...
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...Internal Communication Practice in British American Tobacco Bangladesh (BATB) 1. Introduction 1. Origin This report is prepared as part of the course requirement of “C501 Managerial Communication” and is submitted to the instructor of the course Ms. Mahjabeen Ahmad, Professor, Institute of Business Administration, University of Dhaka. 2. Objective The objective of this report is to study the steps, tools, process and the role of internal communication practices in British American Tobacco Bangladesh. 1.3 Scope This report contains brief overview of BATB and various aspects of its internal communication related to the objective. 4. Methodology The information of this report is collected from both primary and secondary sources. The primary source is oral interview with some company personnel while the secondary sources are company brochures and website. 1.5 Limitations The contents of this report are collected mainly through oral interview of some company personnel. Naturally they declined to give information which is confidential and related to the non-disclosed strategy of the company. So incompleteness in the information provided here is inevitable. 1.6 Definitions, Acronyms and Abbreviations Internal communications: Communication is often defined as an exchange of information. Internal communications includes all communication within an organisation. Internal communications may be oral or written, face to face or virtual, one-on-one...
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...Identity based views of the corporation Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image Abstract Purpose – The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to appear in the European Journal of Marketing in 1997. Design/methodology/approach – The paper takes the form of a literature review. Findings – The notion of, what can be termed, “identity-based views of the corporation” is introduced. Each of the ten identity based perspectives that inform the above are underpinned by a critically important question which is believed to be of considerable saliency to marketing scholars and policy advisors alike. As a precursor to an exposition of these ten perspectives, the paper discusses five principal schools of thought relating to identity and identification ((the quindrivium) which can be characterised as: corporate identity (the identity of the organisation); communicated corporate identification (identification from the organisation); stakeholder corporate identification (an individual, or stakeholder group’s, identification with the organisation); stakeholder cultural identification (an individual, or stakeholder group’s, identification to a corporate culture); and envisioned identities and identifications (this is a broad category and relates to how an organisation, or group...
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... British Airways Corporate Communication Contents 1. Summary ......................................................................................................................................... 3 2. Introduction .................................................................................................................................... 4 3. Corporate Communication Strategy ............................................................................................... 5 4. External Communication................................................................................................................. 7 5. Internal Communication ..................................................................................................................... 8 6. Corporate Image, Identity and Reputation ..................................................................................... 9 7. Conclusion..................................................................................................................................... 11 8. Biblograpghy .................................................................................................................................. 12 Any organisation that fails to realise the need and importance of communication (corporate communication) is certain to fail in this highly competitive corporate world. An organisation needs to define their corporate image as a means to...
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...Branding Practices to Corporate Brand Success Abstract: The purpose of this study is to investigate how internal branding practices can contribute to successful corporate brand building. The thesis is based on a case study of the successful Swedish brands Saab AB, SAS Sverige and Skanska. The results show that core values are a main building block of internal branding practices and that core values are united with cultural values with a dual purpose of adding value to customers and guiding employee behavior. Furthermore, the results point out that core values internally indicate how the vision is to be achieved and that the vision may be more useful as a management tool than internal branding tool. Subcultures appear to be present in all three cases and the results suggest that corporate brands are strengthened by internalizing a main corporate culture which allows cultural interpretations within subcultures and by assuring that subcultures co-exist in harmony. Internal communication seems to support corporate and internal branding by applying a pull-principle in communications, creating forums for personal interaction and facilitating employees’ information search and processing. In terms of human resourcecontributions to brand building, practices such as recruitment, phasing in of new employees, internalization of core values among current employees and internal brand evaluations are put forward. Moreover, two additional concepts of importance in corporate and internal branding...
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...Definition of the problem / open questions 3. Intention and communication goals 4. Target groups 5. Strategy of communication 6. Communication plan (description of communication activities) 7. Cost approximation 1. INTRODUCTION / STARTING POINTS Alpha bank is a Greek bank, which is present in many countries, not only in Greece and Macedonia. It is a successful international financial institution, which is present in Cyprus, Romania, Bulgaria, Serbia, Ukraine, Albania, United States and in Macedonia. In spite of its international presence and tradition, the bank (through its’ acquired predecessor) has been present on the Macedonian market since 1993, it has problems with its perception and recognition, which eventually leads to a smaller market share / number of clients. Since Greece and Macedonia have unresolved dispute about the name of the state Macedonia, the bank has decided to communicate mostly tradition and trust (»Credibility, reliability and efficiency in banking services. Loyalty, commitment and vision”.) and not the origin of the financial group. In the past and current year most of the investment effort has been placed in completing the branch network, which has not yet been properly communicated. Subsequently the problem of (un)experience of the branch employees arises. Only recently the corporate communications department – The PR Department has been set-up, which means corporate communication has not been planned, up until the present, in accordance...
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...Introduction In the modern day, it has become increasingly important for Organizations to be morally correct in the way that they conduct their business and corporate activities. Companies with strong ethics programs have found that these efforts can reduce potential costly fines, decrease vulnerability, improve reputation, provide access to capital, favorably influence their bottom line, positively affect their employees' commitment to work and enhance customer loyalty (The importance of being ethical 2000). One of the most important perks of being ethically correct is the potential avoidance of fines and extra legal costs that the organizations could incur by avoiding their moral and ethical duties towards their customers and also to society at large, which along with the goodwill that comes with being an ethical company boosts the potential of profitability of the organization. Companies and their employees are required to comply with national, international, and local laws governing their operation. Failure to comply with these standards can be costly in terms of time, resources, brand image and employee and customer loyalty. In addition, the development of strong ethics initiatives can greatly reduce the chance of fines resulting from wrongful, fraudulent, discriminatory or illegal activities (The importance of being ethical 2000). Hiring ethical people is one of the most important factors involved in creating and sustaining an ethical organization, if not, the most as...
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...Academic and Business Communication Assignment 3: Report Chinese and English Name:Student number:Class number:Contact number:Tutor’s name:Assignment due date: | Cheng Shixuan Jane Cheng | | 14901107 | | 10 | | Antonio | | week 9 class 1 | To be completed by the student upon submission: Word count (excluding TOC, Executive Summary and reference list): …………………….. Turnitin percentage: …………………. | | Table of contents Executive summary i 1. Introduction 1 2. Benefits of visual communication in business 2.1 Definition and value of visual communication 2 2.2 The brain prefers message in different form. 2 * 2.3 Visual communication makes information easily-understood. 2 3. Information visualization techniques in hospitality industry 3 3.1 An brief introduction of hospitality and two visualization techniques 3 3.2 Graphs 3 3.2.1 Use graphs to highlight key information in corporate reporting...
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...MANAGING CORPORATE RESPONSIBILITY IN WIDER BUSINESS ENVIRONMENT NAME ID INTERNATIONAL COLLEGE OF BUSINESS & TECHNOLOGY LTD Edexcel BTEC Level 7 Professional Diploma in Strategic Management & Leadership Managing Corporate Responsibility in Wider Business Environment Table of Contents INTRODUCTION .................................................................................................................... 2 Page | 1 PART 01: .................................................................................................................................. 3 LO 1.1: Briefly explain how the globalization has an impact on a national economy ......... 3 LO 1.2: Discuss the influence of international institutions. .................................................. 4 LO 1.3: Explain the role of European Union on Unilever, UK. ........................................... 6 LO 2.1: Explain the importance of having good Corporate Governance for the organization ............................................................................................................................................... 7 LO 2.2 & 2.3: Discuss what regulatory requirements exist in the country shaping the corporate governance practices of an organization and their role in ensuring corporate stakeholder’s interest. ............................................................................................................ 8 LO 3.1: Discuss the economics of adopting a policy...
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...g [pic] [pic] SCHOOL OF MANAGEMENT Brand Image of Apple Inc. [pic] BSc in Business and Management Studies [Marketing] TABLE OF CONTENTS[pic] Page ACKNOWLEDGEMENT Executive Summary [pic] Chapter 1: Introduction 1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8 [pic] Chapter 2: Literature Review and Theoretical Framework 2.1 Literature Review 9 2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13 2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15 2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17 2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19 2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior...
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...A Review of “Vocation of the Business Leader- A Reflection” By Jessica Pellicane The Pontifical Council for Justice and Peace (PCJP) is a Catholic-based organization whose main role is to conduct action-oriented studies with an aim of promoting international justice, peace, and human rights from the perspective of the Roman Catholic Church. The ‘Vocation of the Business Leader- a Reflection’ is a report on a seminar entitled Caritas in Veritate: The Logic of Gift and the Meaning of Business that was held in February 2011 at the PCJP. The report highlights the practical guiding principles for business men and women on Christian practices in the contemporary economic and financial world. It also acts as a handbook to be utilized by professors to instruct students in schools and universities on ethical dilemmas and good business practices. The report emphasizes the need for human dignity and service to the common good in business practices. It is generally meant to enable Christian business people to overcome the challenges presented by different unique circumstances in the corporate world and strike a balance between Christian faith and contemporary business practices. This is explored through three stages including seeing, judging and acting. The report suggests the proper functioning business markets and economies focused on serving the common good greatly contribute to both material and spiritual well being in the society. Moreover, good management practices...
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...Role of HR in driving Corporate Sustainability measures Executive Summary After the Brundtland report in 1987, special emphasis has been given towards sustainable development and its interrelationship between firm productivity, societal equity and environment quality. Proactive organizations are accountable for facilitating, demonstrating and promoting corporate social responsibility. Companies have to rethink their strategy from being profit driven to corporate citizenship. There has been immense pressure from government, customer, employees and competitors to think towards environmental management. HR can play a critical role in this regard by acting as a medium to communicate and educate firms about the importance of CSR. At the same time HR can integrate business goals and CSR goals by implementing HR practices. Introduction Since rapid industrialisation, natural resources are getting depleted at a fast pace. There is a need to conserve and judiciously use natural resources so that there is no burden on our future generation. Corporate sustainability was once seen as a philanthropic activity but now it is getting its due importance in leading companies. Companies have gone to the extent of proactive environmental management which encourages corporations to prevent pollution at the source rather than at the end of pipeline (Annexure 01). Cutting edge firms are going beyond pollution prevention and exploring new opportunities for developing eco-friendly products, processes and...
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...best one can be, and to make sure the decisions that are made are based on a common set of values and principles. As an adult, the adherence to these values has played a fundamental role in my own success as a business leader in my profession. EXPLANATION OF KEY TERM The general definition of ethics is ”the discipline dealing with what is good and bad and with moral duty and obligation” (Satterlee, 2009, p. 48). Every culture in the world will have some form of ethics and the society would have a set of values or moral duties and obligations. In some instances, these values may become law. Many of these moral values are based on a religion; for example, Christianity refers to the Ten Commandments, which forms a set of values. Some ethics are secular in nature. In business, ethics plays a major role on how companies act in relation to their core values. A world viewpoint would look at international business ethics as compared to domestic business ethics. The international business ethics would focus on the culture of that society along with their values and core beliefs. With our growing global economy, it is important to understand the ethical duties and obligations for businesses wishing to conduct business in the respective countries. The global business has a duty and obligation to conform to the values and ethics of that society; this is their social responsibility. One of the main aspects of social responsibility in a global market is to protect the organization...
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...Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Corporate Social Responsibility – A case study of Starbucks’ CSR communication through its corporate website Bachelor Thesis in Marketing and Management Communication Sanne Sanne Bruhn-Hansen CPR: XXXXXX-XXXX Supervisor: Tomasz A. Fediuk No. of characters: Thesis: 54,329 Abstract: 3,492 Page 1 of 42 Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Abstract Organizations today are experiencing increased pressure from their surrounding environments to act as good social citizens while still being profitable. Acting social and ethical responsible has become an expectation rather than a differentiation strategy to obtain organizational legitimacy. Therefore, this thesis examines how the very successful global coffee company, Starbucks, communicates its CSR initiatives through its corporate website. The aim is to investigate what is communicated, what different online communication channels are utilized, as well as how the communication is framed to target different stakeholder groups. In the first part of the report, after stressing the relevance of engaging in CSR activities and the importance of effective CSR communication, Schwartz & Carroll’s (2003) Three Domain Approach for CSR motives is briefly introduced. This gives an overview of why companies engage in CSR...
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...integrated marketing communication Philip J. Kitchen and Inga Burgmann INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date...
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