Strategic direction of corporate community involvement
Strategic direction of corporate community involvement
Previous research on corporate community involvement (CCI) initiatives indicates that such behaviour is critical for building neighbourhood relationships and extending corporate influence in the community, but there is little theoretical work that provides a clear picture of managing the nature of the initiatives from different stakeholder management approaches. Drawing from theoretical insights of stakeholder theory and the concept of social capital, this article proposes nine strategic directions for CCI initiatives, and concludes by discussing the management implications of the proposed strategic directions. Our proposed approaches have the potential to improve current understanding and practice of corporations and their CCI initiatives.
469-487
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
Ko, Wai Wai
b6862b69-bb89-4c9b-adee-847727150b31
July 2013
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
Ko, Wai Wai
b6862b69-bb89-4c9b-adee-847727150b31
Liu, Gordon, Eng, Teck-Yong and Ko, Wai Wai
(2013)
Strategic direction of corporate community involvement.
Journal of Business Ethics, 115 (3), .
(doi:10.1007/s10551-012-1418-z).
Abstract
Previous research on corporate community involvement (CCI) initiatives indicates that such behaviour is critical for building neighbourhood relationships and extending corporate influence in the community, but there is little theoretical work that provides a clear picture of managing the nature of the initiatives from different stakeholder management approaches. Drawing from theoretical insights of stakeholder theory and the concept of social capital, this article proposes nine strategic directions for CCI initiatives, and concludes by discussing the management implications of the proposed strategic directions. Our proposed approaches have the potential to improve current understanding and practice of corporations and their CCI initiatives.
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Published date: July 2013
Organisations:
Southampton Business School
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Local EPrints ID: 370491
URI: http://eprints.soton.ac.uk/id/eprint/370491
ISSN: 0167-4544
PURE UUID: 79946b46-e4bc-47a5-b486-fb5607d88717
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Date deposited: 29 Oct 2014 13:46
Last modified: 14 Mar 2024 18:17
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Author:
Gordon Liu
Author:
Teck-Yong Eng
Author:
Wai Wai Ko
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