A Stakeholder Approach to Organizational Identity

Abstract

We have heard about the importance of organizational communications and at the same time the impact it has both within them and externally, establishing image and relationship relationships to issue accurate and adequate information for the different Stakeholders with whom it relates.With organizational communication, processes are established that integrate people and part of the company's structure, with the objective of developing the stages of the communicational process, managing and in turn reviewing, providing feedback on the effectiveness of the strategy that integrates the key aspects of communications.The communication process within organizations is considered a fundamental pillar since it works in favor of the company's great strategy, seeking continuous improvement and issuing quality, responsible and effective information to its stakeholders, allowing to build a good climate for employees. collaborators and for external entities.

Stakeholder Mismanagement and Corporate Social Responsibility Crises

“…However, Ahold's attempts to construct an organizational identity through cuing mechanisms (Scott and Lane, 2000) were primarily aimed at one stakeholder group: its customers. AH used its weekly and monthly publications to establish its identity with customers and also tried to embed them by introducing the share fund and bonus card.…”

“…In the case of Ahold, strategies as identified by Hill and Jones (1992) and Oliver (1991) were mainly aimed at avoiding stakeholder pressure by reducing stakeholder power. This was accompanied by cuing mechanisms (Scott and Lane, 2000) to influence customers, in which organizational communications played a large role.…”

“…corporate practices that have facilitated the development of stakeholder neglect. We explore to what extent the strategies distinguished above, particularly those by Hill and Jones (1992), Oliver (1991), and Scott and Lane (2000), seem appropriate to typify stakeholder management in both cases.…”

“…A related tactic to deal with stakeholders is one that does not have as main aim to resist pressure but instead to anticipate pressure by creating a favourable environment (Pfeffer and Salancik, 1978, p. 189) through the construction of an organizational identity (Scott and Lane, 2000). Scott and Lane (2000, pp.…”

Employees as internal audience: how advertising affects employees’ customer focus

“…Scholars who have studied how employees react to external marketing efforts assert that employees interpret, evaluate, and react to communications of and about their organization (Drumwright 1996;Gilly and Wolfinbarger 1998;Scott and Lane 2000). Our attention here is on the effect of advertising on employee customer focus.…”