The Yin And Yang Of Csr Ethical Branding
Within the current discourse and the often overly-commercialized hyperbole of branding and positioning, there is a particular area that has not been given due attention. Yet, with the rapid changes and the multiple crises of present-day realities, a frequently neglected area, emerges as vitally i...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2007
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| Subjects: | |
| Online Access: | http://eprints.usm.my/35956/1/AAMJ_12-2-5.pdf http://eprints.usm.my/35956/ http://web.usm.my/aamj/12.2.2007/AAMJ%2012-2-5.pdf |
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| Institution: | Universiti Sains Malaysia |
| Language: | English |
| Summary: | Within the current discourse and the often overly-commercialized hyperbole of branding
and positioning, there is a particular area that has not been given due attention. Yet, with
the rapid changes and the multiple crises of present-day realities, a frequently neglected
area, emerges as vitally imperative. The troubles can be seen in both large as well as
small businesses within Malaysia. This article, thus, aims to bring back ethics, one of the
management blind-spots, into the center stage of branding and organizational
transformation. The objectives of this article are two-fold: (1) to build a discussion on the
value and importance of ethical branding through CSR initiatives and (2) to present a
CSR ethical branding (CSR-EB) framework which delineates the content (yin) and
context (yang), comprising seven pillars: pillar of ethical core, pillar of inner
stakeholders, pillar of products and services, pillar of outer stakeholders, pillar of
cultural context, pillar of spatial context, and pillar of temporal context. |
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