Understanding issue complexity when building a socially responsible brand
Understanding issue complexity when building a socially responsible brand
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构建社会责任品牌时了解问题的复杂性
DOI：
10.1108/09555340610686930
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发表时间：
2006
影响因子：
4.2
通讯作者：
Colin Jevons
中科院分区：
文献类型：
--
作者：
M. Polonsky;Colin Jevons
目的-通过分析构成企业社会责任的问题，讨论理解企业社会责任的重要性。如果没有这样的理解，组织就不可能开发出负责任的品牌。设计/方法/方法-本文利用现有的商业和营销文献来定义问题复杂性的四个方面。它还引用了一系列影响本地和全球组织的真实和假想的例子来解释这四个组成部分。结果-发展企业社会责任需要企业坚定的承诺，如果不能实现利益相关者的期望，将会导致声誉损害。了解企业社会责任问题的复杂性并仔细考虑与企业社会责任挂钩的品牌定位是至关重要的。基本上，企业社会责任活动的实施首先需要一些实质性的和可沟通的东西。研究限制/影响--这项工作本质上是概念性的，需要进行额外的研究，以更好地了解……
Purpose – To discuss the importance of understanding corporate social responsibility (CSR) by analysing the issues that comprise CSR. Without this understanding it will not be possible for organisations to develop responsible brands.Design/methodology/approach – The paper draws on the existing business and marketing literature to define four aspects of issue complexity. It also draws on a range of real and hypothetical examples affecting local and global organisations to explain the four components.Findings – Developing CSR requires intensive corporate commitment and failure to deliver on stakeholder expectations will result in reputational damage. It is essential to understand CSR issue complexity and to consider carefully CSR‐linked brand positioning. Basically, the implementation of CSR activities requires something substantial and communicable in the first place.Research limitations/implications – The work is conceptual in nature and additional research needs to be undertaken to better understand how ...