Corporate Responsibility and Identity: from a Stakeholder to an Awareness Approach
批判性讨论了企业按利益相关者理论管理责任与身份的困境，提出一种替代性的“意识方法”，帮助企业建立负责任的形象与声誉。
ABSTRACT Firms are encouraged to manage their corporate responsibility and identity in accordance with the popular stakeholder theory. Managers are, however, confronted with the complexity of the praxis and related ethical dilemmas, as the expectations of their external stakeholders may be myriad, ambiguous and self‐contradictory, or even non‐existent in the global and dynamic business contexts. Therefore, the purpose of this paper is to (a) review and critically discuss the stakeholder approach in striving for a responsible identity and (b) introduce an alternative approach that can address its inadequacies and shortcomings. The study outlines an alternative theorem, the awareness approach to responsible identity. In the conclusions, the article proposes how firms can adopt a responsible identity that leads to a desired image and reputation, and maps out further research opportunities. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment