The role of corporate identity in CSR implementation : an integrative framework

Tourky, M; Kitchen, PJ; Shaalan, A

Abstract

This paper investigates the relationship between Corporate Identity (CI) and CSR and describes how CI can underpin the development and implementation of CSR initiatives; thus helping to clarify how best to implement CSR in business practice.
Empirical findings derived from interviews with senior executives in leading UK-based companies reveal the steps that firms take to develop and implement CSR initiatives. The study provides a framework which directs management attention to key CI elements and practices, both strategic and operational, required to sustain different stages of CSR implementation. Using CI as a unifying platform, the framework clarifies how CSR originates strategically from CI values and founder’s vision as explicated in mission statements, which legitimize CSR and develop a shared culture. CI plays a role in implementing CSR via communication and senior management behavior which impact employee identification with organizational values and goals and behaviour, which relate to voluntary participation in CSR.

Citation

Tourky, M., Kitchen, P., & Shaalan, A. (2020). The role of corporate identity in CSR implementation : an integrative framework. Journal of Business Research, 117, 694-706. https://doi.org/10.1016/j.jbusres.2019.02.046

• Journal Article Type: Article
• Acceptance Date: Feb 19, 2019
• Online Publication Date: Mar 1, 2019
• Publication Date: Sep 1, 2020
• Deposit Date: Mar 11, 2019
• Publicly Available Date: Sep 1, 2020
• Journal: Journal of Business Research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Volume: 117
• Pages: 694-706
• DOI: https://doi.org/10.1016/j.jbusres.2019.02.046
• Publisher URL: https://doi.org/10.1016/j.jbusres.2019.02.046
• Related Public URLs: https://www.sciencedirect.com/journal/journal-of-business-research