Skip to main content
SpringerLink
Log in

Employee Participation in CSR and Corporate Identity: Insights from a Disaster-Response Program in the Asia-Pacific

  • Academic Research
  • Published:
Corporate Reputation Review Aims and scope Submit manuscript

Abstract

Employees’ deep identification with an organization's identity has been shown to enhance commitment to the organization, job-related motivation and satisfaction, and organization-relevant citizenship behavior. Nonetheless, few studies have looked at how corporate identity influences – or is influenced by – employee participation in corporate social responsibility (CSR) programs. This qualitative, exploratory study examines this relationship by looking at DHL Asia-Pacific employees’ participation in the company's disaster response to the 2004 Asian tsunami. It shows that employee's participation in the disaster-response program – one of the pillars of DHL's CSR strategy – simultaneously feeds off and reinforces their experience of corporate identity. Over time, the interactions between participation in CSR and corporate identity form a self-reinforcing loop. The paper notes that close alignment between CSR strategy and corporate identity and internal communication are critical to the success of CSR programs. It concludes by noting the study's limitations and offering suggestions for future research.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1

Similar content being viewed by others

Notes

  1. The figures are 25 percent for Europe, 23 percent for Latin America, 18 percent for Africa, 12 percent for Eurasia and 8 percent for Asia.

  2. This newsletter is not available to the public.

  3. Email correspondence with Christina Koh of DHL, 2 June, 2008.

  4. Email correspondence with Christina Koh of DHL, June 2, 2008.

  5. The vast majority of DHL Asia-Pacific employees are locals.

References

  • Albert, S. and Whetten, D.A. (1985) ‘Organizational identity’, in L.L. Cummings and B.M. Straw (eds.), Research in Organizational Behavior, JAI, Connecticut, pp. 263–295.

    Google Scholar 

  • Argenti, P. and Forman, J. (2002) The Power of Corporate Communication: Crafting the Voice and Image of Your Business, McGraw-Hill, New York.

    Google Scholar 

  • Ashforth, B. and Humphrey, R. (1993) ‘Emotional labour in service roles: The influence of identity’, Academy of Management Review, 18, 88–115.

    Google Scholar 

  • Ashforth, B.E. and Mael, F. (1989) ‘Social identity theory and the organization’, Academy of Management Review, 14, 20–39.

    Google Scholar 

  • Balmer, J. (1998) ‘Corporate identity and the advent of corporate marketing’, Journal of Marketing Management, 4, 963–996.

    Article  Google Scholar 

  • Bangkok Post (2004) ‘Corporations pitch in to assist Thai relief effort following tsunami’, 29 December. Available at: http://www.factiva.com.

  • Beckmann, S.C., Morsing, M. and Reisch, L.A. (2006) ‘Strategic CSR communication: An emerging field’, in M. Morsing and S.C. Beckmann (eds.), Strategic CSR Communication, DJOF Publishing, Denmark, pp. 11–36.

    Google Scholar 

  • Bergami, M. and Bagozzi, R.P. (2000) ‘Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization’, British Journal of Social Psychology, 39, 555–577.

    Article  Google Scholar 

  • Berman, S., Wicks, A., Kotha, S. and Jones, T. (1999) ‘Does stakeholder orientation matter? The relationship between stakeholder management models and firm financial performance’, Academy of Management Journal, 42, 488–506.

    Article  Google Scholar 

  • Brown, T.J. and Dacin, P.A. (1997) ‘The company and the product: Corporate associations and consumer product responses’, Journal of Marketing, 61, 68–84.

    Article  Google Scholar 

  • Capaldi, N. (2005) ‘Corporate social responsibility and the bottom line’, International Journal of Social Economics, 32, 408–423.

    Article  Google Scholar 

  • Cheney, G. and Christensen, L.T. (2001) ‘Organizational identity: Linkages between internal and external communication’, in F.M. Jablin and L.L. Putnam (eds.), The New Handbook of Organizational Communication: Advances in Theory, Research, and Methods, Sage, London, pp. 231–269.

    Chapter  Google Scholar 

  • Chong, M. (2007) ‘The role of internal communication and training in infusing corporate values and delivering brand promise: Singapore Airlines’ experience’, Corporate Reputation Review, 10, 201–212.

    Article  Google Scholar 

  • David, P., Kline, S. and Dai, Y. (2005) ‘Corporate social responsibility practices, corporate identity, and purchase intention: A dual-process model’, Journal of Public Relations Research, 17, 291–313.

    Article  Google Scholar 

  • Davoudi, S. (2005) ‘Transport businesses rush to help logistical challenge’, Financial Times, 6 January, p. 3.

  • Dowell, G., Hart, S. and Yeung, B. (2000) ‘Do corporate global environmental standards create or destroy market value?’ Management Science, 46, 1059–1074.

    Article  Google Scholar 

  • Dutton, J.E. and Dukerich, J.M. (1991) ‘Keeping an eye on the mirror: Image and identity in organizational adaptation’, Academy of Management Journal, 34, 519–554.

    Article  Google Scholar 

  • Dutton, J.E., Dukerich, J.M. and Harquail, C.V. (1994) ‘Organizational images and member identification’, Administrative Science Quarterly, 39, 239–263.

    Article  Google Scholar 

  • Economist Intelligence Unit (2005) Disaster-Response Management: Going the Last Mile, An Economist Intelligence Unit briefing paper sponsored by DHL Asia-Pacific. Available at: http://www.fritzinstitute.org/PDFs/Case-Studies/DHL_disaster_main_lowres.pdf.

  • Edelman (2008) ‘Edelman trust barometer 2008’, Available at: http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf.

  • Epstein, M.J. and Roy, M.J. (2001) ‘Sustainability in action: Identifying and measuring the key performance drivers’, Long Range Planning, 34, 585–604.

    Article  Google Scholar 

  • Fombrun, C. and Shanley, M. (1990) ‘What's in a name? Reputation building and corporate strategy’, Academy of Management Journal, 33, 233–258.

    Article  Google Scholar 

  • Grunig, J.E. (2000) ‘Collectivism, collaboration, and societal corporatism as core professional values in public relations’, Journal of Public Relations Research, 12, 23–48.

    Article  Google Scholar 

  • Hart, S. and Ahuja, G. (1996) ‘Does it pay to be green? An empirical examination of the relationship between emission reduction and firm performance’, Business Strategy and the Environment, 5, 30–37.

    Article  Google Scholar 

  • Hatch, M.J. and Schultz, M. (1997) ‘Relations between organizational culture, identity and image’, European Journal of Marketing, 31, 356–365.

    Article  Google Scholar 

  • Hess, D., Rogovsky, N. and Dunfee, T.W. (2002) ‘The next wave of corporate community involvement: Corporate social initiatives’, California Management Review, 44, 110–125.

    Article  Google Scholar 

  • Hillman, A. and Keim, J. (2001) ‘Shareholder value, stakeholder management and social issues: What's the bottom line?’ Strategic Management Journal, 22, 125–139.

    Article  Google Scholar 

  • Hindustan Times (2005) ‘DHL-Assocham set up helpline for tsunami victims’, 7 January. Available at: http://www.factiva.com.

  • Hooghiemstra, R. (2000) ‘Corporate communication and impression management – new perspectives: Why companies engage in corporate social reporting’, Journal of Business Ethics, 27, 55–68.

    Article  Google Scholar 

  • Ind, N. (1997) The Corporate Brand, Macmillan, UK.

    Book  Google Scholar 

  • King, S. (1991) ‘Brand building in the 1990s’, Journal of Marketing Management, 7, 3–13.

    Article  Google Scholar 

  • Kotler, P. and Lee, N. (2005) Corporate Social Responsibility. Doing the Most Good for Your Company and Your Cause, John Wiley & Sons, New Jersey.

    Google Scholar 

  • Maignan, I. and Ferrell, O.C. (2004) ‘Corporate social responsibility and marketing: An integrative framework’, Journal of the Academy of Marketing Science, 32, 3–19.

    Article  Google Scholar 

  • Margolish, J.D. and Walsh, J.P. (2003) ‘Misery loves companies – rethinking social initiatives by business’, Administrative Science Quarterly, 48, 268–305.

    Article  Google Scholar 

  • Marin, L. and Ruiz, S. (2007) ‘I need you too! Corporate identity attractiveness for consumers and the role of social responsibility’, Journal of Business Ethics, 71, 245–260.

    Article  Google Scholar 

  • Marstellar, B. and The Prince of Wales Leadership Forum (2000) The Responsible Century? An International Opinion Leader Survey on CSR.

  • Marwick, N. and Fill, C. (1997) ‘Towards a framework for managing corporate identity’, European Journal of Marketing, 31, 16–29.

    Google Scholar 

  • Melewar, T.C. (2003) ‘Determinants of the corporate identity construct: A review of the literature’, Journal of Marketing Communications, 9, 195–220.

    Article  Google Scholar 

  • Melewar, T.C., Karaosmanoglu, E. and Paterson, D. (2005) ‘Corporate identity: Concept, components and contribution’, Journal of General Management, 31, 59–81.

    Google Scholar 

  • Mohr, L.A., Webb, D.J. and Harris, K.E. (2001) ‘Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior’, Journal of Consumer Affairs, 35, 45–73.

    Article  Google Scholar 

  • Morsing, M. (2006) ‘Corporate social responsibility as strategic auto-communication: On the role of external stakeholders for member identification’, Business Ethics: A European Review, 15, 171–182.

    Article  Google Scholar 

  • Murray, S. (2005) ‘How to deliver on the promises: Supply chain logistics’, Financial Times, 7 January, p. 9.

  • Murray, K.H. and Vogel, C.M. (1997) ‘Using a hierarchy of effects approach to gauge the effectiveness of CSR to generate good will toward the firm: Financial versus non financial impacts’, Journal of Business Research, 38, 141–159.

    Article  Google Scholar 

  • Nation (2005) ‘DHL delivers supplies to Tsunami victims’, 11 January. Available at: http://www.factiva.com.

  • Net Impact (2006) ‘New leaders, new perspectives. A Net Impact survey of MBA student opinions on the relationship between business and social/environmental issues’, October. Available at: http://www.netimpact.org/associations/4342/files/mba_perpectives_survey_results.pdf.

  • Ogrizek, M. (2002) ‘The effect of corporate social responsibility on the branding of financial services’, Journal of Financial Services Marketing, 6, 215–228.

    Article  Google Scholar 

  • Olins, W. (1978) The Corporate Personality: An Inquiry into the Nature of Corporate Identity, Thames & Hudson, London.

    Google Scholar 

  • Olins, W. (1989) Corporate Identity, Harvard Business School Press, Boston.

    Google Scholar 

  • O’Reilly, C., Chatman, J. and Caldwell, D. (1991) ‘People and organizational culture: A profile comparison approach to assessing person-organization fit’, Academy of Management Journal, 34, 487–516.

    Article  Google Scholar 

  • Orlitzky, M. and Benjamin, J. (2001) ‘Corporate social performance and firm risk: A meta-analytic review’, Business and Society, 40, 369–396.

    Article  Google Scholar 

  • Orlitzky, M., Schmidt, F. and Rynes, S.L. (2003) ‘Corporate social and financial performance: A meta-analysis’, Organization Studies, 24, 403–441.

    Article  Google Scholar 

  • Peloza, J. (2006) ‘Using corporate social responsibility as insurance for financial performance’, California Management Review, 48, 52–72.

    Article  Google Scholar 

  • Pfeffer, J. and Salancik, G. (1978) The External Control of Organizations: A Resource Dependence Perspective, Harper & Row, New York.

    Google Scholar 

  • Quek, C. (2005) ‘Big-hearted S’poreans’, Straits Times, 2 January. Available at: http://www.factiva.com.

  • Rao, S.M. and Hamilton, J.B. (2004) ‘The effect of published reports of unethical conduct on stock prices’, Journal of Business Ethics, 15, 1321–1330.

    Article  Google Scholar 

  • Russo, M. and Fouts, P. (1997) ‘A resource-based perspective on corporate environmental performance and profitability’, Academy of Management Journal, 40, 534–559.

    Article  Google Scholar 

  • Schneider, B. (1987) ‘The people make the place’, Personnel Psychology, 40, 437–453.

    Article  Google Scholar 

  • Schnietz, K.E. and Epstein, M.J. (2005) ‘Exploring the financial value of a reputation for corporate social responsibility during a crisis’, Corporate Reputation Review, 7, 327–345.

    Article  Google Scholar 

  • Sen, S. and Bhattacharya, C.B. (2001) ‘Does doing good always lead to doing better? Consumer reactions to corporate social responsibility’, Journal of Marketing Research, 38, 225–243.

    Article  Google Scholar 

  • Sen, S., Bhattacharya, C.B. and Korschun, D. (2006) ‘The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment’, Journal of the Academy of Marketing Science, 34, 158–166.

    Article  Google Scholar 

  • Smith, N.C. (2003) ‘Corporate social responsibility: Whether or how?’ California Management Review, 45, 52–76.

    Article  Google Scholar 

  • Soenen, G. and Moingeon, B. (2002) ‘The five facets of collective identities. Integrating corporate and organizational identity’, in B. Moingeon and G. Soenen (eds.), Corporate and Organizational Identities: Integrating Strategy, Marketing, Communication, and Organizational Perspectives, Routledge, London.

    Google Scholar 

  • Stanwick, P.A. and Stanwick, S.D. (1998) ‘The relationship between corporate social performance and organizational size, financial performance, and environmental performance: An empirical examination’, Journal of Business Ethics, 17, 195–204.

    Article  Google Scholar 

  • Stuart, H. (2003) ‘Employee identification with the corporate identity’, International Studies of Management and Organization, 32, 28–44.

    Google Scholar 

  • Van Riel, C.B.M. (1995) Principles of Corporate Communication, Prentice-Hall, UK.

    Google Scholar 

  • Van Riel, C.B.M. and Balmer, J.M.T. (1997) ‘Corporate identity: The concept, its measurement and management’, European Journal of Marketing, 31, 340–355.

    Article  Google Scholar 

  • Vijayan, K.C. (2005) ‘Singaporeans help SPH raise $8 million for Red Cross’, Straits Times, 8 January. Available at: http://www.factiva.com.

  • Waddock, S. and Graves, S. (1997) ‘The corporate social performance–financial performance link’, Strategic Management Journal, 18, 303–319.

    Article  Google Scholar 

  • Wheeler, A.R., Richey, R.G., Tokkman, M. and Sablynski, C.J. (2006) ‘Retaining employees for service competency: The role of corporate brand identity’, Brand Management, 14, 96–113.

    Article  Google Scholar 

Download references

Acknowledgements

The author sincerely thanks the editors of the special issue of Corporate Reputation Review and two anonymous reviewers for their extremely insightful and helpful comments on earlier drafts of this paper. He also wishes to express his profound thanks to Christina Koh (in particular), but also to Shweta Gupta, Dennis Daniel Digal, Herbert Vongpusanachai, Ramesh Natarajan, Welty Tambunan, Supoj Ploykerd, Montri Yakob, Nasroellah Eddy, Sudaryadi, and Iskandar of DHL for their invaluable assistance in this study.

Author information

Authors and Affiliations

  1. Lee Kong Chian School of Business, Singapore Management University, Singapore

    Mark Chong

Authors
  1. Mark Chong
    View author publications

    You can also search for this author in PubMed Google Scholar

Appendix

Appendix

  1. 1

    DHL's core values: http://www.dpwn.de/dpwn?tab=1&skin=hi&check=yes&lang=de_EN&xmlFile=2006624

  2. 2

    DHL's seventh core value of ‘accepting social responsibility’: http://www.dpwn.de/dpwn?tab=1&skin=hi&check=yes&lang=de_EN&xmlFile=2006624

  3. 3

    DHL's disaster-management program: http://www.dpwn.de/dpwn?tab=1&skin=hi&check=yes&lang=de_EN&xmlFile=2004736

  4. 4

    DHL's disaster-response program: http://www.dpwn.de/dpwn?tab=1&skin=hi&check=yes&lang=de_EN&xmlFile=2002216

  5. 5

    DHL's response to the Asian tsunami: http://www.dpwn.de/dpwn?tab=1&skin=hi&check=yes&lang=de_EN&xmlFile=300000128

Rights and permissions

Reprints and permissions

About this article

Cite this article

Chong, M. Employee Participation in CSR and Corporate Identity: Insights from a Disaster-Response Program in the Asia-Pacific. Corp Reputation Rev 12, 106–119 (2009). https://doi.org/10.1057/crr.2009.8

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/crr.2009.8

Keywords

Search

Navigation