Innovation and Reputation: An Ethical Character Perspective

Rosa Chun

38 citations0/0 files storedCreativity and Innovation Management

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Corporate Identity and Reputation Ethics in Business and Education Corporate Social Responsibility and Sustainability

Abstract

This study involves a survey of 407 managers from 3 services organizations, a retailer, a professional accounting firm and a bank. It revealed that the overall correlations between Integrity (socially responsible, trustworthy, sincere, honest) and Innovation (innovative, exciting, spirited, imaginative); between Courage (leading, ambitious, achievement-oriented) and Innovation; and between Employee Satisfaction and Innovation could be both positive, negative or without strong relationship, depending upon the culture of the firm. Both the retailer and professional accounting firm are regarded as aggressive and tough in nature. However, while one managed to link Innovation to a self-image for social responsibility, the other believed that they have to be less sincere, trustworthy or socially responsible in order to remain innovative and competitive. One consequence is that the retailer is prosperous and successful, while the large accounting firm failed to maintain its market leadership. The implication for managers is that Innovation based reputation is sustainable only if it is linked positively to both Integrity and Courage.

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References

1990Absorptive Capacity: A New Perspective on Learning and Innovation 1999Corporate Social Responsibility 1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1997A RESOURCE-BASED PERSPECTIVE ON CORPORATE ENVIRONMENTAL PERFORMANCE AND PROFITABILITY.1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1994Putting the Service-Profit Chain to Work 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

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