Theorising the Interconnectivity between Corporate Social Responsibility (CSR) and Corporate Identity

Olutayo Otubanjo

Abstract


Corporate social responsibility (CSR) and corporate identity (CI) concepts have grown over the years as distinct bodies of knowledge with seemingly divergent objectives. The recent rise in corporate social reporting among national and multinational business organisations suggests that both concepts have more in common that unite than divide them. This paper explores theoretical literature concerning the meaning of corporate identity and CSR, fusing these theoretical discourses into a cohesive construct – “CSR Identity”. It develops a working definition for the construct and explores the research and managerial implications of this emergent construct in relation to business competitiveness. It is hoped that this study will extend the current discourse in both CI and CSR and provide an innovative approach for constructing CSR Identity for firms in the business environment.


Full Text: PDF DOI: 10.5539/jms.v3n1p74

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Journal of Management and Sustainability   ISSN 1925-4725 (Print)   ISSN 1925-4733 (Online)

 

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