Why business school managers are a key corporate brand stakeholder group

J. Balmer, Weiyue Wang

Research output: Contribution to journalArticle

2 Citations (Scopus)
17 Downloads (Pure)

Abstract

This study focuses on senior management cognitions of corporate brand building within leading (Financial Times-ranked) British business schools. The study reveals stakeholder theory to be highly apposite for corporate brand management and, importantly, confirms the pivotal role of senior managers in terms of corporate brand building and custodianship. The cognitions of senior business school managers confirmed the orthodox approach to corporate brand building and management where a multidisciplinary, service-focused, strategic-orientated and organizational-wide commitment is stressed. Mitchell et al. (1997) tripartite typology of stakeholders (power, legitimacy and urgency) is broadened in order to include necessity and responsibility that are highly germane for senior managers. The instrumental insights of this study demonstrate that in managing a corporate brand, senior managers should focus on organizational activities, institutional attitude, senior management advocacy and adherence on the part of organizational members. This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management & Organization on 24 March 2016, available online: http://www.tandfonline.com/10.1080/00208825.2016.1140521
Original languageEnglish
Pages (from-to)247-255
Number of pages9
JournalInternational Studies of Management & Organization
Volume46
Issue number4
Early online date24 Mar 2016
DOIs
Publication statusPublished - 2016

Fingerprint

Corporate brand
Stakeholders
Managers
Business schools
Senior managers
Cognition
Senior management
Legitimacy
Advocacy
International studies
Brand management
Adherence
Responsibility
Stakeholder theory

Bibliographical note

Due to publisher policy, the full text is not available on the repository until the 24th of September 2017.

Keywords

  • corporate brand building
  • business schools
  • UK

Cite this

Why business school managers are a key corporate brand stakeholder group. / Balmer, J.; Wang, Weiyue.

In: International Studies of Management & Organization, Vol. 46, No. 4, 2016, p. 247-255.

Research output: Contribution to journalArticle

@article{e907afa3ba8649639f82027da59b9a6a,
title = "Why business school managers are a key corporate brand stakeholder group",
abstract = "This study focuses on senior management cognitions of corporate brand building within leading (Financial Times-ranked) British business schools. The study reveals stakeholder theory to be highly apposite for corporate brand management and, importantly, confirms the pivotal role of senior managers in terms of corporate brand building and custodianship. The cognitions of senior business school managers confirmed the orthodox approach to corporate brand building and management where a multidisciplinary, service-focused, strategic-orientated and organizational-wide commitment is stressed. Mitchell et al. (1997) tripartite typology of stakeholders (power, legitimacy and urgency) is broadened in order to include necessity and responsibility that are highly germane for senior managers. The instrumental insights of this study demonstrate that in managing a corporate brand, senior managers should focus on organizational activities, institutional attitude, senior management advocacy and adherence on the part of organizational members. This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management & Organization on 24 March 2016, available online: http://www.tandfonline.com/10.1080/00208825.2016.1140521",
keywords = "corporate brand building, business schools, UK",
author = "J. Balmer and Weiyue Wang",
note = "Due to publisher policy, the full text is not available on the repository until the 24th of September 2017.",
year = "2016",
doi = "10.1080/00208825.2016.1140521",
language = "English",
volume = "46",
pages = "247--255",
journal = "International Studies of Management and Organization",
issn = "0020-8825",
publisher = "Taylor & Francis",
number = "4",

}

TY - JOUR

T1 - Why business school managers are a key corporate brand stakeholder group

AU - Balmer, J.

AU - Wang, Weiyue

N1 - Due to publisher policy, the full text is not available on the repository until the 24th of September 2017.

PY - 2016

Y1 - 2016

N2 - This study focuses on senior management cognitions of corporate brand building within leading (Financial Times-ranked) British business schools. The study reveals stakeholder theory to be highly apposite for corporate brand management and, importantly, confirms the pivotal role of senior managers in terms of corporate brand building and custodianship. The cognitions of senior business school managers confirmed the orthodox approach to corporate brand building and management where a multidisciplinary, service-focused, strategic-orientated and organizational-wide commitment is stressed. Mitchell et al. (1997) tripartite typology of stakeholders (power, legitimacy and urgency) is broadened in order to include necessity and responsibility that are highly germane for senior managers. The instrumental insights of this study demonstrate that in managing a corporate brand, senior managers should focus on organizational activities, institutional attitude, senior management advocacy and adherence on the part of organizational members. This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management & Organization on 24 March 2016, available online: http://www.tandfonline.com/10.1080/00208825.2016.1140521

AB - This study focuses on senior management cognitions of corporate brand building within leading (Financial Times-ranked) British business schools. The study reveals stakeholder theory to be highly apposite for corporate brand management and, importantly, confirms the pivotal role of senior managers in terms of corporate brand building and custodianship. The cognitions of senior business school managers confirmed the orthodox approach to corporate brand building and management where a multidisciplinary, service-focused, strategic-orientated and organizational-wide commitment is stressed. Mitchell et al. (1997) tripartite typology of stakeholders (power, legitimacy and urgency) is broadened in order to include necessity and responsibility that are highly germane for senior managers. The instrumental insights of this study demonstrate that in managing a corporate brand, senior managers should focus on organizational activities, institutional attitude, senior management advocacy and adherence on the part of organizational members. This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management & Organization on 24 March 2016, available online: http://www.tandfonline.com/10.1080/00208825.2016.1140521

KW - corporate brand building

KW - business schools

KW - UK

U2 - 10.1080/00208825.2016.1140521

DO - 10.1080/00208825.2016.1140521

M3 - Article

VL - 46

SP - 247

EP - 255

JO - International Studies of Management and Organization

JF - International Studies of Management and Organization

SN - 0020-8825

IS - 4

ER -