ABSTRACT
This chapter shows that the data from the research provides a wealth of information for corporations to draw on in making decisions about whether corporate citizenship is worthwhile, and what kinds of corporate citizenship activity would be appropriate for them to adopt. It discusses how these results might be used in the marketing of corporate citizenship. The chapter argues that one of the main drivers for increasing the take-up of corporate citizenship in Australia is likely to be reputation, and the research focuses on delineating the relationship between corporate citizenship practices, reputation and reputational value. Corporations are increasingly coming under scrutiny as a well-educated community, informed by active media, becomes more aware of corporate misdemeanours in offshore settings, of high executive salaries and of an apparently never-ending litany of take-overs, downsizing and redundancies. The mesa-level analysis of corporate citizenship, the chapter provides marketing corporate citizenship practices to corporations by using community perceptions of reputation as a lever.
