Articlegreen2011

Corporate Responsibility and Identity: from a Stakeholder to an Awareness Approach

56 citations0/0 files storedBusiness Strategy and the Environment

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Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability Corporate Identity and Reputation

Abstract

ABSTRACT Firms are encouraged to manage their corporate responsibility and identity in accordance with the popular stakeholder theory. Managers are, however, confronted with the complexity of the praxis and related ethical dilemmas, as the expectations of their external stakeholders may be myriad, ambiguous and self‐contradictory, or even non‐existent in the global and dynamic business contexts. Therefore, the purpose of this paper is to (a) review and critically discuss the stakeholder approach in striving for a responsible identity and (b) introduce an alternative approach that can address its inadequacies and shortcomings. The study outlines an alternative theorem, the awareness approach to responsible identity. In the conclusions, the article proposes how firms can adopt a responsible identity that leads to a desired image and reputation, and maps out further research opportunities. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment

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n.d.A theory of justice original edition 1937The Nature of the Firm 1997Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of who and What Really Counts 2003Corporate Social and Financial Performance: A Meta-Analysis 1997Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of Who and What Really Counts 2004Corporate Social Responsibility Theories: Mapping the Territory 2006Corporate Social Responsibility: Strategic Implications*2010Stakeholder Theory

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