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The True or the Idealized Self: How CEOs Build Their Personal Brands?

Anna M. Górska

2021

( 1 )

DOI: 10.7206/cemj.2658-0845.40

https:/doi.org/10.7206/cemj.2658-0845.40

Abstrakt

Purpose: This study aims to empirically present the process of personal branding of CEOs. Building on the theoretical model proposed by Wojtaszczyk and Maszewski (2014), the study illustrates how CEOs build their personal brands.

Methodology: The study is based on twelve semi-structured interviews with the CEOs of Poland’s strongest brands. Results were coded and analyzed with the use of MAXQDA software.

Results: The research allowed us to understand the process of creating a personal brand by CEOs. Moreover, interviews revealed that the personal brand reflects the true self of CEOs. However, it is also adjusted to the target audience; consequently, CEOs show diverse identities to the outside world.

Implications: Through the empirical investigation of the branding process, the findings fill a certain research gap. Insights gained in the process may prove useful for practitioners.

Originality/value: The article explores the subject of the personal brand, which continues to be the focus of many researchers, particularly in the CEE region. This research gave voice to CEOs, who explained how they build their personal brand and shared detailed information whose scope greatly exceeds what they present in the media.

Pobrań1533

How Creating Shared Value Differs From Corporate Social Responsibility

Piotr Wójcik

2016

( 2 )

DOI: 10.7206/jmba.ce.2450-7814.168

https:/doi.org/10.7206/jmba.ce.2450-7814.168

Abstrakt

Purpose: This study attempts to make a contribution to theory by disentangling the concept of creating shared value (CSV) from corporate social responsibility (CSR). In doing so, the study provides a preliminary outline for CSV analysis.

Approach: This study is conceptual in character. It is based on a review of literature on CSR and CSV and adopts the perspective of economic and social value creation.

Findings: The findings show that 1) CSR comes down to sharing the economic value created in order to build social value and 2) CSV is the process of change of the relation between a firm’s outcomes and inputs that generates social value. In other words, it comes down to economic value creation through creating social value.

Originality: This study provides arguments revealing that to understand the differences between the notions of CSV and CSR, it suggests adopting the concepts of economic and social value. The study therefore bridges the gap in theory in this respect and outlines a preliminary conceptual basis for CSV analysis. It is expected that the findings of this study will serve as a reliable basis for further discussion and CSV concept development.

Pobrań0

Central European Management Journal

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