Abstract
Despite the fact that Johnson & Johnson and Altria are classified as belonging to the consumer goods industries, their divergent business profiles made it impossible to compare their communication strategies. Consequently, this chapter discusses the main implications of the results that emerged for each company, without making analogies or drawing conclusions across the industry.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Alcázar, F. M., Fernández, P. M. R., & Gardey, G. S. (2013). Workforce diversity in strategic human resource management models: A critical review of the literature and implications for future research. Cross Cultural Management: An International Journal, 20(1), 39–49.
An, J., Do, D. K. X., Ngo, L. V., & Quan, T. H. M. (2019). Turning brand credibility into positive word-of-mouth: Integrating the signaling and social identity perspectives. Journal of Brand Management, 26(2), 157–175.
Aqueveque, C., Rodrigo, P., & Duran, I. J. (2018). Be bad but (still) look good: Can controversial industries enhance corporate reputation through CSR initiatives? Business Ethics: A European Review, 27(3), 222–237.
Bachmann, P., & Ingenhoff, D. (2016). Legitimacy through CSR disclosures? The advantage outweighs the disadvantages. Public Relations Review, 42(3), 386–394.
Bledsoe, T. S., Pacino, M. A., & Warren, S. R. (2018). Tackling diversity: A framework to promote dialogue on college campuses. Journal of Cultural Diversity, 25, 3.
Brown, N., & Deegan, C. (1998). The public disclosure of environmental performance information—A dual test of media agenda setting theory and legitimacy theory. Accounting and Business Research, 29(1), 21–41.
Byrd, M. Y. (2018). Diversity branding strategy: Concealing implicit stereotypes and biased behaviors. Advances in Developing Human Resources, 20(3), 299–312.
Byrd, M. Y., & Hughes, C. (2018). A paradigm shift for diversity management: From promoting business opportunity to optimizing lived career work experiences. In Business education and ethics: Concepts, methodologies, tools, and applications (pp. 1233–1259). Hershey, PA: IGI Global.
Ciszek, E. (2019, in press). We are people, not transactions: Trust as a precursor to dialogue with LGBTQ publics. Public Relations Review. https://doi.org/10.1016/j.pubrev.2019.02.003
Greene, A. M., & Kirton, G. (2015). The dynamics of managing diversity: A critical approach. New York: Routledge.
Grougiou, V., Dedoulis, E., & Leventis, S. (2016). Corporate social responsibility reporting and organizational stigma: The case of “sin” industries. Journal of Business Research, 69(2), 905–914.
Hsu, T. (2018, December 19). Johnson & Johnson loses bid to overturn a $4.7 billion baby powder verdict. The New York Times. Retrieved from https://nyti.ms/2R5WzdK
Kim, J., & Kim, I. (2018). Moral imagination, Parasocial brand love, and customer citizenship behavior: Travelers’ relationship with sponsoring airline brands in the United States. Sustainability, 10(12), 4391.
Kreiner, G. E., & Ashforth, B. E. (2004). Evidence toward an expanded model of organizational identification. Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior, 25(1), 1–27.
Kujur, F., & Singh, S. (2019). Antecedents of relationship between customer and organization developed through social networking sites. Management Research Review, 42(1), 2–24.
Maiorescu, R. D., & Wrigley, B. J. (2016). Diversity in multinational corporations. New York: Routledge.
Matei, S. A., & Bruno, R. J. (2015). Pareto’s 80/20 law and social differentiation: A social entropy perspective. Public Relations Review, 41(2), 178–186.
McCombs, M. (2018). Setting the agenda: Mass media and public opinion. Hoboken, NJ: John Wiley & Sons.
McDaniel, P. A., Lown, E. A., & Malone, R. E. (2018). US media coverage of tobacco industry corporate social responsibility initiatives. Journal of Community Health, 43(1), 117–127.
Osuna Ramírez, S. A., Veloutsou, C., & Morgan-Thomas, A. (2019). I hate what you love: Brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product & Brand Management, 28(5), 614–632.
Palazzo, G., & Richter, U. (2005). CSR business as usual? The case of the tobacco industry. Journal of Business Ethics, 61(4), 387–401.
Vollero, A., Palazzo, M., Siano, A., & Sardanelli, D. (2018). Managing CSR communication: A study of legitimacy-seeking strategies adopted by service and product companies. The TQM Journal, 30(5), 621–637.
Wieczner, J. (2017, June 7). The fortune 500’s 10 most profitable companies. Fortune. Retrieved from https://bit.ly/2sD2CaG
Wondrak, M., & Segert, A. (2015). Using the diversity impact navigator to move from interventions towards diversity management strategies. Journal of Intellectual Capital, 16(1), 239–254.
Wrench, J. (2005). Diversity management can be bad for you. Race & Class, 46(3), 73–84.
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. The Journal of Product and Brand Management, 25(1), 11–25.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2020 The Author(s)
About this chapter
Cite this chapter
Maiorescu-Murphy, R.D. (2020). Conclusions from the Consumer Goods Industry. In: Corporate Diversity Communication Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-29944-6_12
Download citation
DOI: https://doi.org/10.1007/978-3-030-29944-6_12
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-29943-9
Online ISBN: 978-3-030-29944-6
eBook Packages: Business and ManagementBusiness and Management (R0)