Story-Branding by Empire Entrepreneurs: Nike, Child Labour, And Pakistan's Soccer Ball Industry.
Journal of Small Business and Entrepreneurship 2009, Wntr, 22, 1
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Publisher Description
Introduction Storytelling is a primary way entrepreneurs maintain the currency of their reputation. While marketing and corporate reputation literatures recognize that Corporate Social Responsibility (CSR) is a vital component of a company's brand strategy (Chun, 2005), the role of story is not being addressed by them. Entrepreneurs strengthen their brands through telling stories about their CSR initiatives. Such CSR stories improve the image of entrepreneurs with consumers, help them gain legitimacy for their labour practices, and assist them in attracting other resources required for their continued success (Lounsbury and Glynn, 2001; Zott and Huy, 2007). However, this literature on entrepreneurship and branding is limited in that it ignores the effects of entrepreneurs and their legitimating story work on the poor and powerless in the Third World where many entrepreneurs base their supply chains and where they situate their CSR initiatives.