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The impact of corporate psychopaths on corporate reputation and marketing


Boddy, CR, The impact of corporate psychopaths on corporate reputation and marketing, The Marketing Review, 12, (1) pp. 79-89. ISSN 1469-347X (2012) [Refereed Article]

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DOI: doi:10.1362/146934712X13286274424343


This paper briefly discusses why Corporate Psychopaths, as one particularly pernicious type of dysfunctional leader, should be of interest to marketers. One reason is because of the negative impact of Corporate Psychopaths on some of the antecedents of Corporate Reputation. The paper discusses how Corporate Psychopaths through their direct action and via their example to others, undermine some of the key drivers of corporate reputation such as good communications, job satisfaction and corporate social responsibility. The paper discusses past research which found that in the presence of managers who are Corporate Psychopaths, a corporation's levels of perceived corporate social responsibility, good communications and commitment to employees go down. Simultaneously, levels of conflict and organisational constraints go up. The negative impact of the presence of Corporate Psychopaths in an organisation is discussed and the implications for marketers are drawn out. The paper finishes by hypothesising that the presence of Corporate Psychopaths will probably affect some of the other areas of marketing that influence corporate reputation as well. This includes levels of marketing service provision and delivery, marketing orientation, job related stress, marketing ethics and management credibility and trustworthiness. The paper calls for further research into how Corporate Psychopaths influence these important areas of marketing management.

Item Details

Item Type:Refereed Article
Keywords:corperate image, corporate psychopath, corporate reputation, marketing ethics, toxic leadership
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Organisational behaviour
Objective Division:Expanding Knowledge
Objective Group:Expanding knowledge
Objective Field:Expanding knowledge in commerce, management, tourism and services
UTAS Author:Boddy, CR (Professor Clive Boddy)
ID Code:128048
Year Published:2012
Deposited By:TSBE
Deposited On:2018-08-29
Last Modified:2018-08-29

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