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The impact of corporate psychopaths on corporate reputation and marketing
Citation
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]
Official URL: http://www.ingentaconnect.com/contentone/westburn/...
DOI: doi:10.1362/146934712X13286274424343
Abstract
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: | Business and Management |
| 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 |
| Downloads: | 0 |
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