Quantcast

Corporate Identity of a Socially Responsible University – A Case from the Turkish Higher Education Sector

Research paper by M. G. Serap Atakan, Tutku Eker

Indexed on: 14 Feb '07Published on: 14 Feb '07Published in: Journal of business ethics : JBE



Abstract

Facing increased competition, universities are driven to project a positive image to their internal and external stakeholders. Therefore some of these institutions have begun to develop and implement corporate identity programs as part of their corporate strategies. This study describes a Turkish higher education institution’s social responsibility initiatives. Along with this example, the study also analyzes a specific case using concepts from the Corporate Identity and Corporate Social Responsibility literature. The motives leading the university to manage its corporate identity, the social responsibility initiatives in the local and national communities, and the possible benefits of these initiatives for the parties involved are all identified. The major finding is that philanthropy is one of the main elements of Istanbul Bilgi University’s corporate identity program and that the university has altruistic motives for its social responsibility initiatives.