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Understanding issue complexity when building a socially responsible brand

Polonsky, Michael and Jevons, Colin 2006, Understanding issue complexity when building a socially responsible brand, European business review, vol. 18, no. 5, pp. 340-349.

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Title Understanding issue complexity when building a socially responsible brand
Author(s) Polonsky, Michael
Jevons, Colin
Journal name European business review
Volume number 18
Issue number 5
Start page 340
End page 349
Publisher Emerald
Place of publication Bingley, England
Publication date 2006
ISSN 0955-534X
1758-7107
Summary Purpose of the Manuscript- To discusses the importance of understanding Corporate Social Responsibility (CSR) by analysing the issues that comprise CSR. Without this understanding it will not be possible for organisations to develop responsible brands.

Approach – The paper draws on the existing business and marketing literature to define four aspects of issue complexity. It also draws on a range of real and hypothetical examples affecting local and global organisations to explain the four components.

Limitations – The work is conceptual in nature and additional research needs to be undertaken to better understand how organisations define the CSR issues that they will integrate into activities and how the management of these issues can be undertaken to ensure system wide implementation.

Practical Implications – The work suggests that by understanding the four components of issues complexity organisations will be in a better position to integrate CSR related branding. Without understanding these issues, organisations may potentially unintentionally exaggerate claims or set themselves up to be criticised that they are unfairly exploiting consumers’ interest in CSR issues.

Value- Previous research has documented the value of CSR, but to date there have been only limited attempts to systematically examine how managers could know whether they have considered the issue completely and realistically.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2006, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016287

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Created: Wed, 29 Apr 2009, 10:39:10 EST by Rachael Mackenzie