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

Business Strategy and the Environment - Tập 21 Số 5 - Trang 326-337 - 2012
Pasi Heikkurinen1, Tarja Ketola2
1MTT Agrifood Research Finland / Aalto University School of Economics Organization and Management Finland
2Turku School of Economics, Turku, Finland

Tóm tắt

ABSTRACTFirms 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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