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Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image

Yolandi Slabbert
University of South Africa
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Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image. (2022). Communicare: Journal for Communication Studies in Africa, 34(2), 39-57. https://doi.org/10.36615/jcsa.v34i2.1612
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  • Submited: October 15, 2022
  • Published: October 17, 2022

Abstract

It is widely reported in the literature that employees’ image of the organisation has a direct influence
on external stakeholders’ image of the organisation. This research attempted to address the
need for an approach that facilitates employee engagement coupled with a leadership approach
that allows collaboration, inclusion and co-operation within the organisation, to strengthen
the internal corporate image. A synthesis of the literature from a unique stakeholder-inclusive
perspective, depicted in the King III Report on corporate governance, was conducted to identify
the theoretical principles for a preliminary conceptual framework explored through a case study
approach. Parsec Technologies Pty Ltd was purposively selected as case study, because it was
the 2012 and 2013 winner in the manufacturing sector of the Deloitte Best Company to Work For
(BCTWF) survey, and served as a best practice organisation in the context of this research. Data
triangulation by means of one-on-one interviews, focus groups and an open-ended survey was
conducted with employees to determine the pragmatic relevance of the proposed framework. The
findings culminated in a new generic stakeholder-inclusive conceptual framework to strengthen
the internal corporate image by means of the AA1000 Stakeholder Engagement Standard
elements and responsible leadership. Although a single case study is limited, this framework
contributed to the body of knowledge on corporate image to provide organisations with guidelines
for strengthening their internal corporate image.

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How to Cite
Towards a new stakeholder-inclusive conceptual framework to strengthen internal corporate image. (2022). Communicare: Journal for Communication Studies in Africa, 34(2), 39-57. https://doi.org/10.36615/jcsa.v34i2.1612

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