Using Internal M ...
2010
Prof. David Grayson M. Isabel Sanchez-Hernandez

Using Internal Marketing to Engage Employees in Corporate Responsibility

Corporate responsibility (CR) is gaining currency around the globe. The concept involves creating innovative and proactive solutions to societal and environmental challenges, as well as collaborating with both internal and external stakeholders to improve CR performance. While we could say that CR is definitely on the agenda of most competitive organizations, there remain significant challenges concerning how to embed CR into everyday processes and cultures (Bartlett, 2009). One of these challenges is engaging employees on the CR journey. In this context the paper argues that internal marketing is a powerful tool for engaging employees in corporate responsibility. It examines the academic discourse on the concept of IM and the relationship with CR. Finally, the paper identifies a number of issues that we think every team leader must know and apply.
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