Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Sustainability Based Corporate Identity: A Study of Corporate Websites

Author(s): Rama K Jayanti

Sustainability driven communications on corporate websites help modern global corporations to project a corporate identity organized around sustainability. A pathological approach is undertaken to examine how top ranked corporations achieve Sustainable Corporate Identity (SCI) through their website communications. A content analysis of the top global 100 sustainable companies was performed. The analysis reveals that SCI is not anchored to communications on all three types of sustainability and certain aspects such as environmental impact are well institutionalized among top ranked corporations with credible SCI. Findings evidence a wide variation in the aspects used as well as the type of information reported. Further, assigning equal weights to all aspects skew the data in favor of companies that demonstrate average performance on a number of dimensions to the exclusion of companies that provide exemplary performance on a few dimensions. The paper concludes with implications for corporations aspiring for SCI with regard to their sustainability driven communication strategy on corporate websites

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