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The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility An internal organisational perspective

机译:道德企业营销,道德企业形象与企业社会责任之间的联系内部组织视角

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摘要

Purpose - The commentary aims to consider the nexus between corporate marketing, ethical corporate marketing, ethical corporate identity and corporate social responsibility. It seeks to take an explicit internal organisational perspective. It also aims to identify future research avenues. Design/methodology/approach - The commentary explains the relevance of the previous interlinking concepts with a discussion based on a review of past and current research. Findings - While highlighting the need for a fundamental reappraisal of marketing at the organisational level, it outlines potential problems and pitfalls with internal organisational ethical alignment, between employees and their organisation's ethical corporate identity. Practical implications - Enhanced appreciation for ethical corporate marketing and identity along with some of the challenges faced with internal ethical alignment, can help organisations and institutions to become more astute with the management of internal stakeholder relationships. Originality/value - The employee perspective for ethical corporate marketing, ethical corporate identity and corporate social responsibility are all relatively under-researched. This commentary attempts to address this by providing an overview of these intertwining concepts in relation to internal ethical concerns.
机译:目的-评论旨在考虑公司营销,道德公司营销,道德公司标识和公司社会责任之间的联系。它寻求采取明确的内部组织观点。它还旨在确定未来的研究途径。设计/方法/方法-评论通过对过去和当前研究的回顾进行讨论,从而解释了先前相互联系的概念的相关性。调查结果-在强调需要从根本上对组织营销进行重新评估的同时,它概述了内部组织道德一致性,员工及其组织的道德企业形象之间的潜在问题和陷阱。实际意义-增强对合乎道德的公司市场营销和身份认同的认识,以及内部合乎道德的合规面临的一些挑战,可以帮助组织和机构在管理内部利益相关者关系时变得更加精明。独创性/价值-员工对道德公司营销,道德公司身份和公司社会责任的观点都进行了相对较少的研究。本评论试图通过概述与内部道德问题相关的这些相互交织的概念来解决这一问题。

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