Innovative corporate social responsibility: the founder's role in creating a trustworthy corporate brand through “green innovation”

Purpose The purpose of this study is to develop new knowledge on corporate branding from a corporate social responsibility (CSR) perspective. The paper is particularly concerned with how environmental awareness can function as a specific CSR activity, and how environmental awareness can impact corporate brand. The paper also investigates the role of personal leadership, both within the company and externally, in developing an environmentally responsible company. Design/methodology/approach The paper uses an explorative research method and studies one company within the Norwegian offshore oil and gas industry. The analysis is based on qualitative interview data. Findings The study shows how the founder's role as “cultural architect” has a positive impact on how external constituents assess the image of the company, especially with regard to the company's innovations and its awareness of environmental issues, in two ways: first, it shapes, coordinates, energizes and leverages employees' attitudes and behaviors in relation to environmental issues; second, it thereby enforces a positive external reputation for the company, especially as a “green innovator”. Research limitations/implications The findings are induced from a case study of one company in a particular industry. The results may therefore not be applicable or generalizable to other companies or other industries. Practical implications The study suggests that companies may gain reputational advantages and differentiation in integrating corporate social responsibility and environmental awareness as a core element of their business strategy. Originality/value The paper contributes to the corporate branding literature by exploring the role of CSR, and in particular concern for environmental issues and personal leadership, in building corporate reputation and developing a strong corporate brand.