Social facts and ethical hardware: Ethics in the value proposition

Spickett-Jones, Graham, Kitchen, Philip J. and Reast, Jon D. (2003) Social facts and ethical hardware: Ethics in the value proposition. Journal of Communication Management, 8 (1). pp. 68-82. ISSN 1363-254X

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Abstract

Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage. Using an uncertainty-reduction model adapted from the diffusion literature, it is suggested that appropriately communicated moral and ethical values can have a role in underpinning an organisation’s reputation and “trusted capacities”, thereby heightening confidence in likely future actions, offering a predictive mechanism for lowering uncertainty in market transactions, and facilitating a potential to trade by offering a rationale for an organisation’s secure market position. Underpinned by ethical principles, the paper proposes implications for the role of “reputation for trustworthiness” and its symbolic evocation. It is argued that a reputation can become accepted as a social “fact”, able to endure critical interrogation in its social environment.

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Related URLs:
Depositing User: Anna Flack
Date Deposited: 21 Aug 2012 08:42
Last Modified: 24 Jul 2019 17:07
URI: https://ueaeprints.uea.ac.uk/id/eprint/39362
DOI: 10.1108/13632540410807556

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