Brand, Identity and Reputation: Exploring, Creating New Realities ...

Corporate Identity, Corporate Social Responsibility & the Interfusion of Business Ethics: An Empirical
Investigation in UK Multinational Organisations
Marwa Tourky, The University of Hull, UK
Philip Kitchen, Brock University, Canada
Dianne Dean, The University of Hull, UK
Ahmed Shaalan, The University of Hull, UK
Abstract:
This paper explores the meaning of the concept of corporate identity (CI) and its relationship with corporate social
responsibility (CSR) and business ethics, from the viewpoint of organisational managers in UK multinational
companies, within different industrial sectors, using semi-structured interviews. The findings reveal that CI and CSR
are fundamentally connected. CSR is associated with and manifested through one or more elements of corporate
identity mix such as corporate mission, corporate culture, values, history, founder of the organisation, communications.
Importantly, CSR is considered to be a facet of corporate behaviour. A prerequisite for CSR is business ethics, which is
considered to be essential element. Hence, the paper seeks to identify and theorise the linkages that exist between the
distinct disciplines of CI and CSR, fusing these theoretical discourses into a cohesive framework. Also, the study
highlights the various perspectives in which the meanings of the concepts of CI, CSR and business ethics have been
conceived. Thus, this paper affords a new important perspective on the area, which it is argued, represents a distinct and
important, strand of inquiry (Balmer et al., 2007; Gray and Balmer, 2001).
Keywords: corporate identity (CI), visual identity, corporate communications, marketing communications,
organisational culture, values, corporate behaviour, corporate social responsibility (CSR), business ethics.
Conceptualisation
Traditionally, corporate identity (CI) was narrowly conceived in terms of graphic design in image creation (Balmer and
Wilkinson, 1991; van Riel and Balmer, 1997). However, the concept of CI has gradually broadened to comprehend a
more complete picture of the way organisations present themselves to their different stakeholders (Atakan and Eker,
2007). This includes a mix of attributes and characteristics that reflect the ‗reality‘ and ‗uniqueness‘ of the organisation
(Balmer and Gray, 1999), such as symbols, written and oral communication, and behaviour (van Reil, 1995); business
strategy, values and philosophy, organisational culture, and structure (Gray and Balmer, 1998); corporate values,
mission, activities, markets covered (Balmer and Greyser, 2002); and communications and visual identity, behaviour,
corporate culture and market conditions (Melewar and Karaosmanoglu, 2006; Melewar and Akel, 2005; Melewar and
Jenkins, 2002).
However, it is not enough for organisations to focus only on profitability (Carroll, 1999). Rather than being isolated,
companies belong to internal and external networks of different stakeholders (i.e. shareholders, investors, suppliers,
customers, government). Thus, they face social obligations to take actions that protect and improve the welfare of the
society as a whole (Atakan and Eker, 2007). The main mechanism in the 21
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st century to be a good corporate citizen is
through CSR (Atakan and Eker, 2007). Thus, social, environmental and/or ethical goals should be preeminent or, at
least be on equal footing with the profit motive (David et al., 2005).
Ethics are closely linked to moral frameworks which provide the structure for an ability to choose between right and
wrong, good and bad and acceptable and unacceptable courses of action (Joyner et al., 2002). More specifically with
regard to business, deGeorge (1999) defines business ethics as a field of "special" ethics, dealing specifically with
ethical dilemmas arising in the context of doing business. In this context, business ethics constitutes acceptable
behaviour in organisational, commercial and business contexts (Cacioppe et al., 2008). It is concerned
with an evaluation of business practices in the light of certain concepts of human value. It also looks at corporate profits,
not for their own sake but with respect to the achievement of some human good (Bendixen et al., 2007).
The concepts of CSR and business ethics are frequently used interchangeably, although each has a distinct meaning
(Fischer, 2004). Rather than being mutually exclusive, ethics and CSR are believed to be interrelated and somewhat
interdependent (Bendixen et al., 2007).
CSR, according to the World Business Council for Sustainable Development, is ―the continuing commitment by
business to behave ethically and contribute to economic development while improving the quality of life of the
workforce and their families as well as of the local community and society at large‘‘ (as cited in Chand, 2006, p. 240).
Thus ethical responsibility is considered one facet/component of the wider range of corporate social responsibilities
(Boatright, 2000; Joyner et al., 2002; Fischer, 2004), which also encompass economic, legal and philanthropic
responsibilities (Carroll, 1991; 1999).
Recently, the three areas of CI, CSR and business ethics have been receiving increasing attention. Balmer and Soenen
(1997) argue that organisations should create CI with unique features that reflect a sense of individuality in order to be
distinguished in the competitive environment. In establishing distinctive CI, CSR policies should be introduced to create
shared organisational values (Atakan and Eker, 2007) since these initiatives are likely to evoke strong and positive
reactions among employees, customers and other external stakeholders (Morsing and Schultz, 2006). Underpinning