Detail CSR COMMUNICATION DISCOURSE AND DIALOGUE   Oleh:  Nielsen, Anne-Ellerup ; Thomsen, Christa Jenis: Article from Proceeding Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-4. Fulltext: Pages from Proceedings Aarhus 2013 hal 9-12.pdf (81.1KB) Isi artikel To judge from the rapidly growing body of research in the field of corporate social responsibility (CSR ) management and marketing communication, there is an increasing interest in exploring the role of communication along with the transmission from implicit towards explicit CSR in the European context (Matten and Moon, 2008). Many corporations today are concerned with gaining legitimacy through integrating the expectations of their stakeholders (employees, customers, NGO s, activists, government institutions, institutions of international governance) in the overall company strategy. This also includes stakeholders in or around business units established in developing countries and emerging markets (e.g. Jamali, 2010; Reimann, 2012). Along with the growing pressure on corporations to engage in CSR a seemingly growing number of these are concerned with disclosure, reporting, reputation, etc. issues, and act on them through different CSR communication initiatives, channels and technology, e.g. mass media and social media. However, in spite of the growing attention on adopting CSR communication strategies and tactics, there does not seem to be a common understanding and consensus of how and to which extent CSR communication may contribute to influence stakeholders’ perception of corporations’ CSR performance. At best, some studies hold that there is a general recognition of CSR communication as a potential reputation enhancer, but also that if addressed inappropriately, CSR communication cause more damage than glory to a company. Other studies focus on CSR communication as inevitable hypocrisy (Christensen et al., 2011) and as an embedded ‘promotional dilemma’ emerging when stakeholders claim CSR information, while rejecting companies who practice it as overly self-promotion (Coombs and Holladay, 2012). Consequently, CSR management, marketing and public relations communication research contains understandings that point in different directions, calling for more substantial explorations of the underlying discourse arsenal that CSR researchers and practitioners draw on. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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