Keywords: corporate sustainability, corporate social responsibility, CSR, corporate reputation, stakeholder communication, public relations, social marketing, interdependence, stakeholder management, reputation management, stakeholder relationships, business organisations, innovation, sustainable development
Linking stakeholders and corporate reputation towards corporate sustainability
The purpose of this paper is to understand the interdependence of corporate reputation within the sphere of stakeholder management with the goal of achieving corporate sustainability. The paper investigates literatures in corporate sustainability, stakeholder management, social marketing, corporate communication, and reputation management in order to build a new framework. This study suggests that building and managing stakeholder relationships solidly can assist business organisations to become more sustainable, and solidifying a strong corporate reputation by utilising corporate communications, public relations, and social marketing as practices and as discipline can also contribute to corporate sustainability. This paper provides a new approach to link stakeholders and corporate reputation towards corporate sustainability.