Skip to main content

Research Repository

Advanced Search

Marketing History as Social Responsibility

Gerteis, Christopher

Marketing History as Social Responsibility Thumbnail


Authors



Contributors

Timothy S. George
Editor

Abstract

This chapter examines the role that historical narrative plays in the public relations agenda of corporate Japan. Executives of the Nippon Yusen Kaisha (NYK) have been intensely concerned about public perception of the company’s place in history since the early twentieth century. Like most member companies of Japan’s twentieth century keiretsu (corporate conglomerates that included Mitsubishi, Mitsui, and Sumitomo), NYK regularly published, before and after the war, official histories as a means of enhancing corporate prestige and brand image as well as to ameliorate lingering memories of the organization’s links to less pleasant aspects of the recent past. As a result, company history narratives, like many tropes of national history, often obscure more than they illuminate about the corporate subject. In particular, the chapter unpacks the way in which corporate history narratives have been interwoven with philanthropic initiatives, so-called Corporate Social Responsibility (CSR) programs, in part developed to rehabilitate corporate reputation and enhance public perception of the [private] enterprise.

Citation

Gerteis, C. (2012). Marketing History as Social Responsibility. In C. Gerteis, & T. S. George (Eds.), Japan since 1945: from Postwar to Post-Bubble (223-241). Bloomsbury

Publication Date Dec 5, 2012
Deposit Date Mar 8, 2012
Publicly Available Date Mar 2, 2025
Pages 223-241
Book Title Japan since 1945: from Postwar to Post-Bubble
ISBN 9781441101181
Publisher URL http://www.bloomsbury.com/uk/japan-since-1945-9781441101181
Related Public URLs http://site.ebrary.com/lib/alltitles/docDetail.action?docID=10632587&p00

Files






You might also like



Downloadable Citations