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Article
Publication date: 12 September 2017

John M.T. Balmer

This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and…

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Abstract

Purpose

This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services.

Design/methodology/approach

Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years.

Findings

This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997.

Practical implication

This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns.

Originality/value

In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 September 2017

Shirley R. Leitch

The centrality of ethics and corporate social responsibility (CSR) to the corporate marketing perspective serves as a point of differentiation for the field within the…

2015

Abstract

Purpose

The centrality of ethics and corporate social responsibility (CSR) to the corporate marketing perspective serves as a point of differentiation for the field within the broader marketing discipline. Currently, there is a lack of clarity around the ‘transparency’ construct, which is an integral if ill-defined dimension of ethics and CSR in marketing. A shared understanding of the transparency construct is thus a significant gap within corporate marketing theory. Addressing that gap is the purpose of this paper.

Design/methodology/approach

The approach in this paper is conceptual. In developing a detailed definition of transparency, the paper draws on core papers in corporate marketing theory as well as organisational transparency.

Findings

Rawlins’ (2009) multi-layered definition of the transparency construct is identified as appropriate for adoption in the corporate marketing context. Each of the six layers of his definition is analysed to understand what is implied and what the application of the construct means for corporate marketing practice. The implications are that the application of transparency in corporate marketing requires that a positive and proactive approach to information-sharing is adopted; the default position is to share information with stakeholders; both good and bad news are shared; the criteria – accuracy, timeliness, balance and unequivocality – are applied to all information prior to releases; an organisation commits to empowering stakeholders; and there is recognition of an obligation to account to stakeholders.

Research limitations/implication

The paper is conceptual in nature and does not apply the definition of the transparency construct to empirical data. It is likely that empirical research will lead to further refinements and amendments. The paper should therefore be considered as a starting point for this empirical work.

Practical implication

The paper provides a detailed definition of the transparency construct, which includes a discussion of what the application of the transparency construct implies and what it means for the practice of corporate marketing. The definition and its practical application are summarised in table form as a guide for both researchers and practitioners of corporate marketing. The table may serve as a guide for evaluating current organisational performance and for embedding transparency in corporate marketing practice.

Originality/value

This study appears to be the first paper to address the gap in the corporate marketing literature in relation to the transparency construct. This conceptual paper therefore provides a foundation for further empirical research into the application of the transparency construct in corporate marketing.

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 10 January 2023

Federica Sacco and Elisa Conz

The paper aims to explore how companies communicate their heritage by drawing on heritage marketing and corporate communications literature and mapping the corporate

Abstract

Purpose

The paper aims to explore how companies communicate their heritage by drawing on heritage marketing and corporate communications literature and mapping the corporate heritage communication strategies of iconic Italian brands.

Design/methodology/approach

The study adopts an inductive multiple case study approach, analysing the communication of corporate heritage by nine iconic Italian brands (Pastificio Lucio Garofalo, Barovier & Toso, Pasta Farina, Ducati, Amaro Montenegro, Fiat, Bonomelli, Olivetti and Illy).

Findings

In communicating corporate heritage, companies adopt different strategies that vary along two main dimensions – the subject of the story and the tone of voice of the content. The strategies are: (1) heritage for authenticity; (2) heritage for market leadership; and (3) heritage for continuity.

Practical implications

From a theoretical point of view, the study highlights that heritage marketing strategies vary according to underlying strategic themes and narrative approaches. From a managerial point of view, it offers a preliminary guide for the development of corporate heritage communications, also providing indications for their implementation.

Originality/value

This study is amongst the firsts to investigate the strategic antecedents that can shape corporate heritage communication strategies. It represents an integration of the existing literature, which is limited to the descriptive presentation of heritage marketing principles and tools.

Details

Corporate Communications: An International Journal, vol. 28 no. 7
Type: Research Article
ISSN: 1356-3289

Keywords

Book part
Publication date: 27 June 2016

Tracy L. Gonzalez-Padron, G. Tomas M. Hult and O. C. Ferrell

Further understanding of how stakeholder marketing explains firm performance through greater customer satisfaction, innovation, and reputation of a firm.

Abstract

Purpose

Further understanding of how stakeholder marketing explains firm performance through greater customer satisfaction, innovation, and reputation of a firm.

Methodology/approach

Grounded in stakeholder theory, the study provides a conceptualization of stakeholder orientation based on cultural values that is distinctive from stakeholder responsiveness and examines the relationship of stakeholder responsiveness to firm performance. The study determines the mediating role of marketing outcomes on the impact of stakeholder responsiveness on firm performance. Multiple regression analysis tests hypotheses using a data set consisting of qualitative data obtained from corporate documents and quantitative data from respected secondary sources.

Findings

Our findings provide support for stakeholder marketing creating a strong relationship to organizational outcomes. There exists a positive relationship between stakeholder responsiveness and firm performance through customer satisfaction, innovation, and reputation.

Research implications

Our definition implies that stakeholder responsiveness is acting in the best interests of the stakeholder as a responsible business. This study shows that stakeholder marketing may not always represent socially responsible marketing. Further research could explore how and why firms may not respond ethically and responsibly to stakeholders.

Practical implications

We further the discussion whether stakeholder marketing equates to sustainability. Marketers can build on expertise of managing customer relationship and generating customer value to develop a stakeholder marketing approach that addresses the economic, social, and environmental concerns of multiple stakeholders.

Originality/value

We further the discussion whether stakeholder marketing equates to sustainability. Marketers can build on expertise of managing customer relationship and generating customer value to develop a stakeholder marketing approach that addresses the economic, social, and environmental concerns of multiple stakeholders.

Details

Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

Keywords

Article
Publication date: 16 June 2022

Sharifah Faridah Syed Alwi, John M.T. Balmer, Maria-Cristina Stoian and Philip J. Kitchen

This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized…

Abstract

Purpose

This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting.

Design/methodology/approach

A qualitative research method based on a multiple case study approach is elaborated in a South-East Asian emerging economy.

Findings

The key findings show that MC and nascent CC strategies coexist in SMEs, and are frequently closely interwoven, enabling the introduction of an integrated hybrid communication (IHC) theoretical perspective in this context. Four requisites inform IHC management: communicate the identity/roots; establish and communicate the relationship with multiple stakeholders; communicate the product/service to customers; and communicate other activities of the firm (e.g. corporate social responsibility and brand identity). SME managers were predisposed to use at least three communication channels among the following: advertising, sales promotion, public relations, direct marketing and/or personal selling. Furthermore, managers generally preferred internet-enabled communication.

Research limitations/implications

This study provides fresh insights into how SMEs could integrate their communication strategies to increase their survival chances and business growth. However, the need to develop SMEs is required in every economy. Thus, the present findings could be seen as relevant to various audiences (academic, practitioners and/or policy-makers) such as for managers from Western and/or European settings who are interested in operating in the Malaysian economy.

Practical implications

By using the four requisites that inform IHC, owners/managers of SMEs can adopt a more holistic approach, by strategically planning communication activities using both communication typologies (i.e. product and firm level). Thus, SMEs will be able to enhance clarity and consistency in their communication strategy and achieve brand equity across relevant stakeholders in the long run.

Originality/value

This study introduces the IHC theoretical perspective and reveals the communication tools used by SMEs to communicate product and brand-related messages to multiple stakeholders. These messages tend to stem from and are shaped by the identity/roots of the firm embedded in managerial personality/values.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 20 September 2011

Shaun M. Powell

The commentary aims to consider the nexus between corporate marketing, ethical corporate marketing, ethical corporate identity and corporate social responsibility. It…

12316

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.

Article
Publication date: 5 October 2012

Laura Illia and John M.T. Balmer

The purpose of this paper is to explicate the natures, histories, similarities and differences of, and between, corporate communication and corporate marketing.

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Abstract

Purpose

The purpose of this paper is to explicate the natures, histories, similarities and differences of, and between, corporate communication and corporate marketing.

Design//methodology/approach

The modus operandi of the article is to map these two territories and, by this means, afford assistance to scholars and practitioners within the communications and marketing domains who share the authors' intellectual and instrumental interests in these two territories. As such, the article seeks to provide a general introduction to the nature of these two fields along with their bases and rationales.

Findings

Whilst there are significant differences between corporate communication and corporate marketing, the authors also found similarities in terms of the importance accorded to identities (an identity‐based view of the corporation can be significant here) and are mindful of the impact of ethics and note common grounds in their analytical focus. Both areas are also inextricably linked by virtue of their foci on corporate‐level concerns rather than product‐related concerns that have, for the main, predominated vis‐à‐vis traditional modes of communication/PR and marketing.

Research limitations/implications

From a theoretical point of view the paper invites to explore the synergies between these two disciplines. From a practical point of view practitioners are invited to rethink their communications under the lens of corporate marketing and corporate communication.

Originality/value

The contribution of the paper is to provide an extensive literature review of the two fields that uncovers the theoretical backgrounds of both disciplines, their nature and analytical focus. Also, the value is to compare these two fields one with the other.

Details

Corporate Communications: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 2 January 2007

Petri Parvinen, Henrikki Tikkanen and Jaakko Aspara

Within customer‐oriented business organizations, corporate management can be understood as corporate strategic marketing (CSM), or marketing the corporation in various…

6310

Abstract

Purpose

Within customer‐oriented business organizations, corporate management can be understood as corporate strategic marketing (CSM), or marketing the corporation in various markets. The article identifies the main competitive markets in which a corporation has to market itself.

Design/methodology/approach

Deriving from business experience, the article presents a new conceptualization of corporate strategic marketing.

Findings

Corporate strategic marketing consists of interrelated practices of marketing the corporation in various markets. The markets have links to different traditional realms of corporate management, such as strategy, finance, corporate communications, and marketing. However, the practices of marketing in the various corporate markets are highly interrelated.

Research limitations/implications

This is a conceptual article geared to open up new empirical research possibilities in the marketing‐oriented corporate management.

Practical implications

Top managers developing CSM competences of marketing the corporation in various markets and identifying new markets can derive competitive advantage.

Originality/value

The conceptualization of corporate strategic marketing presented is new.

Details

Business Strategy Series, vol. 8 no. 2
Type: Research Article
ISSN: 1751-5637

Keywords

Article
Publication date: 20 September 2011

John M.T. Balmer

This article outlines the nature of corporate marketing myopia and details the salient characteristics of a corporate marketing logic. The notion of identity‐based views…

6659

Abstract

Purpose

This article outlines the nature of corporate marketing myopia and details the salient characteristics of a corporate marketing logic. The notion of identity‐based views of the firm is held to be highly meaningful to the comprehension of corporate marketing. In addition, the paper aims to broaden the understanding of the antecedents of corporate marketing by making reference to earlier, integrative endeavours (sensory integration, design integration, communications integration, branding integration and identity integration).

Design/methodology/approach

The commentary explains the nature, antecedents, and benefits of an organisation‐wide corporate marketing logic.

Findings

A corporate marketing logic characterises those organisations which realise their institutions and corporate brands can be important sources of differentiation. Moreover, it is held that organisations need to be involved in multi‐lateral relationships vis‐à‐vis customers, other stakeholders and with society at large. It is also mindful that an organisational marketing orientation should accord sensitivity to CSR/ethical concerns. A key precept of the corporate marketing logic is that it is institution‐wide ethos which is enacted via an organisation's culture. A long and a short definition of corporate marketing are enumerated.

Practical implications

Perceiving organisational marketing via the prism of identity‐based views of the firm and utilising the new corporate marketing mix (the 8Cs of corporate marketing) affords a practical and pragmatic means by which senior managers can foster and maintain a corporate marketing ethos and culture.

Originality/value

A corporate marketing framework is introduced which is informed by: identity‐based views of the firm perspective and by key corporate‐level constructs.

Article
Publication date: 31 July 2007

Hong‐Wei He and John M.T. Balmer

The concept of identity provides the platform by which many corporate‐level concepts can be understood such as corporate branding, corporate communications, corporate

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Abstract

Purpose

The concept of identity provides the platform by which many corporate‐level concepts can be understood such as corporate branding, corporate communications, corporate image and corporate reputation. As such, it can be viewed as providing the foundation to the nascent field of corporate marketing. This article seeks to break new ground by marshalling the literature that underpins the major disciplinary strands which inform identity studies and respectively focuses on the concepts of corporate identity (marketing) and organisational identity (organisational behaviour).

Design/methodology/approach

Two bodies of literature (corporate identity and organisational identity) were selected for review and examination in terms of their implications for corporate level marketing.

Findings

The authors' review of the literature makes an advance on extant reviews of the literature not only by highlighting the importance of identity and its potential to reveal the organisation (and thereby providing a foundation for the management and comprehension of corporate marketing activities such as corporate branding, communications, reputation etc.), but also by throwing light in terms of the various identity perspectives (four are identified) which differ with regard to conceptualisation, locus of analysis and explanandum.

Originality/value

This analysis of the literature reveals a degree of synergy and integration between the two disciplinary strands of thought relating to identity. Moreover, the analysis facilitates a more comprehensive understanding of the implications of identity studies for the nascent field of corporate marketing.

Details

European Journal of Marketing, vol. 41 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 117000