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

Shaun M. Powell (School of Management and Marketing, University of Wollongong, Wollongong, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 20 September 2011

Abstract

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.

Keywords

Citation

Powell, S.M. (2011), "The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility: An internal organisational perspective", European Journal of Marketing, Vol. 45 No. 9/10, pp. 1365-1379. https://doi.org/10.1108/03090561111151808

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited