The conscientious corporate brand : definition, operationalization and application in a B2B context

Abstract

PURPOSE : As B2B firms face increasing scrutiny due to increased stakeholder awareness of environmental and social concerns, doing business with a conscience has become an important imperative. Despite a growing focus on conscientious corporate branding (CCB), the construct has never been clearly defined, and many of the exemplars used to depict CCB have focused on a B2C context. The purpose of this research paper is to define CCB, to develop a framework that leaders can apply to build and manage a conscientious corporate brand and to demonstrate application of the components of the framework in the B2B context. DESIGN/METHODOLOGY/APPROACH : This study uses an exploratory approach and focuses on extant literature relating to operating with a conscience, including organizational purpose, ethical leadership, ethicalization of the organization, stakeholder co-creation, sustainability and corporate social responsibility. FINDINGS : This study shows how companies in a B2B context can use a framework that includes dimensions of purpose, ethics, stakeholder co-creation, sustainability and CSR to build a CCB through reconciling and integrating leadership and stakeholder perspectives to create and communicate sustainable and responsible behavior. RESEARCH LIMITATIONS/IMPLICATIONS : This study opens the door for further research into the actions required to build CCBs. There is a need to validate the CCB framework in future studies. PRACTICAL IMPLICATIONS : This study identifies how to build a conscientious corporate brand and applies it in the B2B context. ORIGINALITY/VALUE : This study expands our understanding of CCBs by providing a definition and framework to guide scholars and practitioners. Given the paucity of focus on CCB in the B2B context, the authors exemplify the framework using B2B examples.