Responsible leadership through purpose-driven brand building: Guidelines for leaders in Africa

IF 0.9 4区管理学 Q4 BUSINESS

South African Journal of Business Management Pub Date : 2023-02-16 DOI:10.4102/sajbm.v54i1.3427

Carla Enslin, Michelle Wolfswinkel, Marlize Terblanche-Smit

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引用次数: 0

Abstract

Purpose: This article explores the symbiosis between the fields of responsible leadership and purpose-driven brand building to offer a new, integrated perspective along with strategic guidelines for implementation by leaders in Africa.Design/methodology/approach: This conceptual paper is based on a critical review of literature that follows a three-phased approach, with 87 literature sources included across 4 literature domains. Thematic content analysis of data delivers five themes revealing the symbiotic nature of responsible leadership through purpose-driven brand building.Findings: Findings are captured in a conceptual model, which suggests that responsible leadership should be embedded in brand purpose which serves to benefit brand stakeholders and society. Responsible leaders align all decisions and actions to build and enhance cohesive brands - creating ecosystems that cogently work together toward a shared goal. Through purpose-driven brand building, responsible leaders could bolster socio-economic development in Africa, garner trust and attract investment.Practical implications and value: The central value of this article lies in the integration of the previously separate domains of responsible leadership and purpose-driven brand building as well as the directions provided for further research. The new perspective is practically operationalised with strategic guidelines for responsible leadership on the African continent by serving brand purpose to the benefit of all stakeholders.

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通过目标驱动的品牌建设负责任的领导:非洲领导人的指导方针

目的:本文探讨了负责任的领导和目的驱动的品牌建设领域之间的共生关系，为非洲领导人的实施提供了一个新的、综合的视角和战略指导方针。设计/方法/方法:这篇概念性论文是基于对文献的批判性回顾，遵循三个阶段的方法，包括4个文献领域的87篇文献来源。数据的主题内容分析提供了五个主题，揭示了通过目的驱动的品牌建设负责任的领导的共生性质。研究结果:研究结果被捕获在一个概念模型中，该模型表明负责任的领导应该嵌入到品牌目标中，从而使品牌利益相关者和社会受益。负责任的领导者将所有决策和行动统一起来，以建立和增强有凝聚力的品牌——创造一个朝着共同目标共同努力的生态系统。通过以目标为导向的品牌建设，负责任的领导人可以促进非洲的社会经济发展，赢得信任并吸引投资。实践意义和价值:本文的核心价值在于将之前独立的负责任领导和目的驱动型品牌建设领域进行整合，并为进一步的研究提供方向。新的视角实际操作与战略指导方针负责任的领导在非洲大陆通过服务品牌的目的，所有利益相关者的利益。

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来源期刊

South African Journal of Business Management Multiple-

CiteScore

2.00

自引率

7.70%

发文量

审稿时长

25 weeks

期刊介绍： The South African Journal of Business Management publishes articles that have real significance for management theory and practice. The content of the journal falls into two categories: managerial theory and management practice: -Management theory is devoted to reporting new methodological developments, whether analytical or philosophical. In general, papers should, in addition to developing a new theory, include some discussion of applications, either historical or potential. Both state-of-the-art surveys and papers discussing new developments are appropriate for this category. -Management practice concerns the methodology involved in applying scientific knowledge. It focusses on the problems of developing and converting management theory to practice while considering behavioural and economic realities. Papers should reflect the mutual interest of managers and management scientists in the exercise of the management function. Appropriate papers may include examples of implementations that generalise experience rather than specific incidents and facts, and principles of model development and adaptation that underline successful application of particular aspects of management theory. The relevance of the paper to the professional manager should be highlighted as far as possible.