Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image
It is widely reported in the literature that employees’ image of the organisation has a direct influence on external stakeholders’ image of the organisation. This research attempted to address the need for an approach that facilitates employee engagement coupled with a leadership approach that allo...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1612 |
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| _version_ | 1832593756665151488 |
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| author | Yolandi Slabbert |
| author_facet | Yolandi Slabbert |
| author_sort | Yolandi Slabbert |
| collection | DOAJ |
| description |
It is widely reported in the literature that employees’ image of the organisation has a direct influence
on external stakeholders’ image of the organisation. This research attempted to address the
need for an approach that facilitates employee engagement coupled with a leadership approach
that allows collaboration, inclusion and co-operation within the organisation, to strengthen
the internal corporate image. A synthesis of the literature from a unique stakeholder-inclusive
perspective, depicted in the King III Report on corporate governance, was conducted to identify
the theoretical principles for a preliminary conceptual framework explored through a case study
approach. Parsec Technologies Pty Ltd was purposively selected as case study, because it was
the 2012 and 2013 winner in the manufacturing sector of the Deloitte Best Company to Work For
(BCTWF) survey, and served as a best practice organisation in the context of this research. Data
triangulation by means of one-on-one interviews, focus groups and an open-ended survey was
conducted with employees to determine the pragmatic relevance of the proposed framework. The
findings culminated in a new generic stakeholder-inclusive conceptual framework to strengthen
the internal corporate image by means of the AA1000 Stakeholder Engagement Standard
elements and responsible leadership. Although a single case study is limited, this framework
contributed to the body of knowledge on corporate image to provide organisations with guidelines
for strengthening their internal corporate image.
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| format | Article |
| id | doaj-art-2047e6544fb545118d279938b42bc9e2 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-2047e6544fb545118d279938b42bc9e22025-01-20T08:55:06ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0134210.36615/jcsa.v34i2.1612Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate imageYolandi Slabbert0https://orcid.org/0000-0003-3778-0920University of South Africa It is widely reported in the literature that employees’ image of the organisation has a direct influence on external stakeholders’ image of the organisation. This research attempted to address the need for an approach that facilitates employee engagement coupled with a leadership approach that allows collaboration, inclusion and co-operation within the organisation, to strengthen the internal corporate image. A synthesis of the literature from a unique stakeholder-inclusive perspective, depicted in the King III Report on corporate governance, was conducted to identify the theoretical principles for a preliminary conceptual framework explored through a case study approach. Parsec Technologies Pty Ltd was purposively selected as case study, because it was the 2012 and 2013 winner in the manufacturing sector of the Deloitte Best Company to Work For (BCTWF) survey, and served as a best practice organisation in the context of this research. Data triangulation by means of one-on-one interviews, focus groups and an open-ended survey was conducted with employees to determine the pragmatic relevance of the proposed framework. The findings culminated in a new generic stakeholder-inclusive conceptual framework to strengthen the internal corporate image by means of the AA1000 Stakeholder Engagement Standard elements and responsible leadership. Although a single case study is limited, this framework contributed to the body of knowledge on corporate image to provide organisations with guidelines for strengthening their internal corporate image. https://journals.uj.ac.za/index.php/jcsa/article/view/1612stakeholder-inclusiveconceptual frameworkinternal corporate imageKing III ReportParsec Technologies Pty LtdDeloitte Best Company to Work For (BCTWF) |
| spellingShingle | Yolandi Slabbert Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image Communicare stakeholder-inclusive conceptual framework internal corporate image King III Report Parsec Technologies Pty Ltd Deloitte Best Company to Work For (BCTWF) |
| title | Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image |
| title_full | Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image |
| title_fullStr | Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image |
| title_full_unstemmed | Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image |
| title_short | Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image |
| title_sort | towards a new stakeholder inclusive conceptual framework to strengthen internal corporate image |
| topic | stakeholder-inclusive conceptual framework internal corporate image King III Report Parsec Technologies Pty Ltd Deloitte Best Company to Work For (BCTWF) |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1612 |
| work_keys_str_mv | AT yolandislabbert towardsanewstakeholderinclusiveconceptualframeworktostrengtheninternalcorporateimage |