The Yin And Yang Of Csr Ethical Branding

Nasruddin, Ellisha and Bustami, Reevany (2007) The Yin And Yang Of Csr Ethical Branding. Asian Academy of Management Journal (AAMJ), 12 (2). pp. 1-18. ISSN 1394-2603

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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.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Penerbit Universiti Sains Malaysia (USM Press) > Asian Academy of Management Journal (AAM)
Pusat Pengajian Siswazah Perniagaan (Graduate School of Business) > Article
Zoom Profil Pakar (Expert Profile) > Ellisha Nasruddin (Graduate School of Business)
Depositing User: Mr Firdaus Mohamad
Date Deposited: 04 Aug 2017 08:43
Last Modified: 31 Oct 2017 09:29

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