Title: Linking stakeholders and corporate reputation towards corporate sustainability

Authors: Ki-Hoon Lee

Addresses: Griffith Business School, Gold Coast Campus, Griffith University, Queensland 4222, Australia

Abstract: The purpose of this paper is to understand the interdependence of corporate reputation within the sphere of stakeholder management with the goal of achieving corporate sustainability. The paper investigates literatures in corporate sustainability, stakeholder management, social marketing, corporate communication, and reputation management in order to build a new framework. This study suggests that building and managing stakeholder relationships solidly can assist business organisations to become more sustainable, and solidifying a strong corporate reputation by utilising corporate communications, public relations, and social marketing as practices and as discipline can also contribute to corporate sustainability. This paper provides a new approach to link stakeholders and corporate reputation towards corporate sustainability.

Keywords: corporate sustainability; corporate social responsibility; CSR; corporate reputation; stakeholder communication; public relations; social marketing; interdependence; stakeholder management; reputation management; stakeholder relationships; business organisations; innovation; sustainable development.

DOI: 10.1504/IJISD.2012.046947

International Journal of Innovation and Sustainable Development, 2012 Vol.6 No.2, pp.219 - 235

Received: 09 Jun 2011
Accepted: 05 Jan 2012

Published online: 31 Oct 2014 *

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