University of Oulu

Keränen, A., Malmi, K., Nätti, S., & Ulkuniemi, P. (2023). Developing identity of conscientious business-to-business organizations through integrative leadership. In Industrial Marketing Management (Vol. 109, pp. 188–203). Elsevier BV.

Developing identity of conscientious business-to-business organizations through integrative leadership

Saved in:
Author: Keränen, Anne1; Malmi, Karoliina2; Nätti, Satu3;
Organizations: 1University of Oulu Business School, Martti Ahtisaari Institute, PO Box 4600, 90014, University of Oulu, Finland
2Bittium Oyj, Ritaharjuntie 1, 90590 Oulu, Finland
3University of Oulu Business School, Marketing, Management and International Business, PO Box 4600, 90014, University of Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 2.6 MB)
Persistent link:
Language: English
Published: Elsevier, 2023
Publish Date: 2023-09-08


A more in-depth approach to sustainability by the B2B companies, going beyond the standard requirements of CSR and acting as conscientious organizations that advance the balanced creation of value for different stakeholders has been called for. Organizations should advance behaviors based on their purpose and distinctive capabilities, especially focusing on the long-term effects of their actions. In spreading the consciousness throughout the organization, leadership plays a significant role. In responsible leadership literature, integrative approach has been put forward suggesting broadening the scope of leadership beyond formal leaders to incorporate a variety of people with different backgrounds, experiences, and knowledge to enhance conscientious actions throughout and outside the organization. The present study employs existing knowledge of conscientious organizations and integrative leadership to identify how a conscientious organization in a B2B context develops its organization identity. The empirical part of the study includes a single case study of a B2B firm operating in the software industry. By abductive analytical approach, the study identifies practices strengthening the organization identity of a conscientious B2B organization, but also the underlying strategic choices and related tensions in the development towards in-depth conscientiousness.

see all

Series: Industrial marketing management
ISSN: 0019-8501
ISSN-E: 1873-2062
ISSN-L: 0019-8501
Volume: 109
Pages: 188 - 203
DOI: 10.1016/j.indmarman.2023.01.007
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Dataset Reference: The data that has been used is confidential.
Copyright information: © 2023 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (