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The paper investigates the successful establishment of a strong corporate brand with a particular emphasis on analysing the corporate branding literature’s assumptions about coherency. Successful corporate branding is claimed to imply a shared set of coherent statements about the company’s values towards its external and internal stakeholders over time. An empirical test is applied to the coherency assumption. First, the coherency of a corporate brand over time is investigated as it develops in the media. Secondly, the coherency between two stakeholders’ perceptions of the corporate brand, organisational members and the media is investigated. This research suggests there are three distinct types of coherencies in corporate branding strategies over time: statement coherency, interpretation coherency and uniqueness coherency. On the one hand, a strong corporate brand is characterised by tight coherency, as top management’s statements about values remain the same over time and towards different stakeholders, ie statement coherency. On the other hand, a strong corporate brand is simultaneously characterised by a loose, or even absent, coherency between stakeholders’ interpretations of top management’s statements as well as a lack of coherency in stakeholders’ interpretations of the corporate brand over time, ie interpretation coherency. Finally, a third coherency phenomenon is observed, ie stakeholders’ emphasis on changing topics over time, which they relate to the corporate brand. Stakeholders agree that these themes are unique features and hence the company is considered unique, ie the uniqueness coherency. The implications of multiple interpretations are discussed as well as changing interpretations in corporate branding. It is argued that statement coherency is a necessary element in successful corporate branding, and the viability of the ambition to develop interpretation coherency over time and across stakeholders in corporate branding is discussed from the point of view of allowing room for interpretation incoherency. Finally, the question of maintaining uniqueness coherency is discussed: for how long can a company represent “newness” in the eyes of its stakeholders – including itself? Implications for management are discussed.

The purpose of this paper is to explore the relationship between sustainability adoption and internal legitimacy construction.

The paper is designed as a critical inquiry into existing research and practice on sustainability adoption, illustrated by two corporate vignettes.

Prior studies tend to assume that awareness raising is a sufficient means to create employee commitment and support for corporate sustainability programs, while empirical observations indicate that managerial disregard of conflicting interpretations of sustainability may result in the illegitimacy of such programs.

The authors suggest that a loosely coupled approach to sustainability adoption is a productive way to understand internal legitimacy construction, as it appreciates complexity and polyphony.

To engage a critical discussion on the challenges raised for employees as corporate brands increasingly address moral issues.

The paper links theories on corporate branding informed by marketing with theories on employee identification informed by critical sociology.

While the move towards corporate branding with a strong emphasis on moral issues provides opportunities for improved employee identification, it may also lead to unintended implications in the sense of uniformity and centralisation of morals and employee demotivation.

While this paper provides theoretical analysis of the potential direness of corporate moral brands in relation to employees, no empirical investigations have been carried out to illustrate and analyse such implications. It is of theoretical as well as managerial interest to provide more research to understand this relation better.

Rather than imposing a corporate brand with moral and ethical visionary statements, managers engage employees in the corporate moral brand exercise.

The paper questions the immediate tendency towards integrating moral issues to the corporate brand based on an untested idea of that this will motivate external and internal stakeholders. Rather the paper suggests that the corporate moral brand may also serve counter‐productive purposes.

Project-based organization (PBO) can serve as a temporary organizational form in response to uncertainty or turbulent environmental conditions. An updated retrospective study of the Danish hearing aids maker Oticon illustrates the role of PBO (the so-called spaghetti organization) in guiding the company through a specific period of industry turbulence and the company leader's search for a more effective structure to organize innovation within the company. The spaghetti organization was experimental in two distinct senses. First, the spaghetti organization tested the limits of decentralization, bottom-up self-organizing innovation, and PBO. Inspired by the experience of just how dysfunctional hierarchy could become, Oticon's spaghetti organization tested the limits of nonhierarchy. And unlike the failed Brook Farm utopia of the 1840s, the utopia of radical project-based organizing at Oticon proved highly successful as a means of promoting innovation even if the spaghetti organization was not sustainable in its original form and required subsequent modification. Second, Oticon was essentially a natural experiment testing and refuting the complementarities-based claim that intermediate forms of organization which include elements of both hierarchical organization and team (or project-based) organization are inherently unstable.

The theoretical understanding of CSR is caught on the horns of the dilemma between the ethical and instrumental approaches. The strategic turn in CSR has brought the dilemma to a new head. The purpose of this paper is to develop a novel argumentative strategy to address the dilemma.

The paper weaves together the insights from the literatures on sociological institutionalism, organization theory, business ethics and institutional economics to elaborate the distinction between CSR communication and CSR action that is actually undertaken and visible to stakeholders. This distinction is at the core of the “hypocrisy avoidance” approach which puts the above dilemma in a new light.

According to the “hypocrisy avoidance” approach, the CSR communication constitutes a competitive arena where corporations are looking for reputational gains. Competitive pressures give rise to an inflationary dynamics of the CSR communication which consequently runs up against credibility problems. These problems are addressed by the real CSR policies which legitimate the corporate employment of the CSR communication as an instrument of competition.

The theoretical dilemma between the ethical and instrumental approaches manifests itself in the justification of skepticism toward CSR communication. This skepticism, which may be to the detriment of a corporation’s license to operate, may turn out to be a driving force of CSR action.

Despite the charges of corporate hypocrisy, CSR communication may play a role in the alleviation of business-society tensions. This role is however subject to two limitations. First, if CSR communication is used as instrument of competition, it is unlikely to translate into CSR action perfectly. Second, corporations would likely prioritize more visible CSR actions over less visible ones.

The novel implication of the “hypocrisy avoidance” approach is that CSR actions present credible commitments or “hostages” enabling the productive interaction between corporations and their stakeholders. This implication integrates some of the components of the ethical and instrumental approaches, while drawing inspiration from the institutional economics and institutional ethics literatures.

The purpose of this paper is to demonstrate how top managers seek to provide the necessary leadership inside an organisation when sustainability is a primary strategic objective, and the paper seeks to ask to what extent it is possible to influence sustainability at the operational level by contemporary management control systems as it proposes to integrate the perspective of organizational culture.

The paper is based on a single case study of Novo Nordisk A/S.

The paper concludes by asking questions to managerial practice as well as to theory, concerning to what extent sustainability practices are measured by concurrent management control systems, and to what extent organizational culture perspective is a necessary prerequisite to manage and control sustainable leadership practice.

Future research should engage in exploring informal and organizational cultural aspects of how managers control the integration of sustainability into business practice.

The paper is based on a single case study of a company internationally known for its high standards of sustainable leadership practice, and the conclusions therefore provide guidelines for other managers considering ways of integrating sustainability.

The paper brings new attention to the appropriateness of existing management control systems when managers attempt to control sustainability practices and it suggests the importance of organizational culture in an original case study of Novo Nordisk A/S.

The purpose of this Guest editorial is to introduce a much needed special issue on leadership and sustainability/CSR, and to provide a road‐map for readers as to focus and content. And, last but not least, it seeks to present an opportunity for the Guest editor to thank the many kind people who gave of their time to review the many papers submitted for this special issue. If it were not for their help and wisdom, the project would not have been possible.

The Guest editorial begins by reviewing some of the key issues facing leaders in organizations operating in a context of both serious global social problems and looming environmental crises.

It was found that, while books and articles focusing on CSR abound, there is very little that addresses the leadership aspect, and even less that is based on sound empirical research.

The introduction provides a brief overview of the articles contained in the special issue and a summary of what each contributes to the field.

In this chapter, the author underscores the crucial role of the international community in promoting and facilitating responsible management education in business and management schools, as well as higher educational institutions. The chapter highlights the initiative on the Principles of Responsible Management Education (PRME), which has been supported by the United Nations and adopted by hundreds of schools and universities worldwide. The author explains that PRME aims to equip students with the necessary knowledge, skills, mindset and capabilities to bring about rapid and scalable improvements to society. Given that today's students are tomorrow's business leaders, policymakers and organizational heads, investing in responsible management education is crucial. This chapter emphasizes that responsible educational efforts can produce better citizens and future leaders, enabling them to create the world that we aspire to live in. This chapter underscores the importance of global collaboration and commitment to promoting responsible management education. When working together to prioritize ethical and sustainable practices in business and management education, we can foster a new generation of leaders who are equipped to drive positive change in the world.