Thinking Outside of the Firm: Self-Transcendence Values’ Effects on Corporate Reputation

While organizational values’ implications for firm effectiveness and employee outcomes have been studied extensively in management literature, the question of how values influence marketing remains under-researched. Our research applies stakeholder theory to propose that an expanded framework is needed account marketing-relevant stakeholders (e.g., customers general public) not solely those “inside” employees shareholders). Using Schwartz’s human model, Stakeholder-organizational conceptualized empirically explored. We use a corpus CEO letters examine differential effects firms’ emphases on Self-enhancement corporate profitability) versus Self-transcendence societal benefits) customer satisfaction reputation. The study finds significant relationship between orientation character Ultimately, original dictionary terms provide innovative method assessing from multi-stakeholder perspective.