Communication of corporate social responsibility - Annotated Bibliography Example

?Topic: Communication of corporate social responsibility (CSR) Becker-Olsen, K., Taylor, C., Hill, R.P., and Yalcinkaya, G. . A cross-cultural examination of corporate social responsibility marketing communications in Mexico and the United States: strategies for global brands. Journal of International Marketing, 19 (2), 30-44. The study highlighted the impact of corporate social responsibility communications on the perceptions of organizations along with their brands among consumers in two distinct cultures. It was primarily assumed that the global brand positioning theory is widely applicable, explaining that consumers’ perceptions can be improved if the brand is considered as global. On the whole, CSR communication can bring about positive outcomes for firms; multinational companies that highlight global CSR initiatives and efforts can bring about favorable perceptions among the public. Nonetheless, there is still a great need to consider the significance of certain needs based on local values and experiences. Bhattacharya, C., and Sen, S. (2004). Doing better at doing good: when, why, and how consumers respond to corporate social initiatives. California Management Review, 47 (1), 9-25. As the paper highlighted the impact of corporate social responsibility communication on the public, findings showed that consumers are more sensitive and demonstrate greater reactions towards negative CSR information compared to positive CSR information. Thus, in employing communication strategies, managers should be aware of the risks in being observed as socially irresponsible. Because the lack of awareness among consumers regarding CSR can restrict their ability to respond to such initiatives, it is important that companies increase such awareness levels through effective communication strategies. While these plans should communicate messages that minimize negative attributions, it is also relevant to inform customers that CSR involvement does not reduce the company’s ability to produce superior products. Capriotti, P., and Moreno, A. (2007). Communicating corporate responsibility through corporate web sites in Spain. Corporate Communications: An International Journal, 12 (3), 221 – 237. The study primarily aimed to investigate the communication of corporate responsibility in websites among Spanish companies. Through the use of content analysis methodology, it was found out that although Spanish companies associated CSR with great importance, usage of websites as a means of communication was not entirely effective. Information was limited regarding the concept of CSR as well the companies’ engagement with environmental and social initiatives, thus the need to further look into the type, quality, and quantity of CSR information that should be communicated through websites. Chaudri, V., and Wang, J. (2007). Communicating corporate social responsibility on the internet: a case study of the top 100 information technology companies in India. Management Communication Quarterly, 21 (2), 232-247. The paper looked into the communication of CSR carried out by the top 100 Information Technology (IT) organizations in India in relation to their use of websites. Specifically, the study examined the importance of communication, scope of information, and presentation style. Findings showed that there are only a small number of companies that integrate CSR information in their websites. Moreover, many of these companies do not utilize their websites with regards to the style and amount of CSR communication. Although CSR communication is not necessarily absent in IT companies in India, findings demonstrated there is inadequate CSR communication. David, P., Kline, S., and Dai, Y. (2005). Corporate social responsibility practices, corporate identity, and purchase intention: a dual-process model. The literature review of the study emphasized the importance of communication as a means of promoting the program as well as its performance to stakeholders. It was also asserted that initiatives for CSR communication can affect the evaluations that are made by consumers regarding corporate citizenship. An evaluation of the impact of CSR practices should, therefore, integrate the effectiveness of the firm in keeping the public acquainted with such actions. Discretionary and moral CSR practices were significantly associated with the corporate social values dimension of identity. Relational CSR practices were also shown to be a predictor of corporate identity. Corporate social values were positively related to purchase intentions. CSR communication then comes into view to enhance the promotion of CSR engagement and increase purchase intentions among consumers. Dawkins, C., and Ngunjiri, F. (2008). Corporate social responsibility reporting in South Africa: A descriptive and comparative analysis. Journal of Business Communication, 45 (3), 286-307. The article provided a comparison of corporate social responsibility reporting between South African companies and companies included in Fortune Global 100. The report included issues on environment, human rights, community, human relations, and diversity. A descriptive analysis also delved into previous studies on CSR reporting among emerging market economies as well as the effect of culture in CSR communication; annual report data was gathered from the top 100 companies included in the Fortune Global 100 and Johannesburg CSR reports. Findings indicated that CSR reporting was more frequent in South African companies compared to those in Fortune Global 100, suggesting the higher level of willingness to communicate CSR in disclosure practices. Hence, emerging market economies may be more likely to take CSR into consideration compared to organizations in leading economies. Dobers, P., and Springett, D. (2010). Corporate social responsibility: discourse, narratives and communication. Corporate Social Responsibility & Environmental Management, 17(2), 63-69. The authors emphasized the use of discourses and narratives in communicating corporate responsibility with which it was pointed out that using these means can be disadvantageous and problematic. While Global Initiative Reporting (GRI) can present the CSR actions and principles of an organization, these are also being critiqued based on actual sustainable development. Nonetheless, the concepts of CSR and sustainable development are referred to as normative concepts; thus, through the recognition and use of culture in arousing the public’s feelings and producing empathy, consumers can be better prepared for working towards sustainable development. Golob, U., and Bartlett, J. (2007). Communicating about corporate social responsibility: A comparative study of CSR reporting in Australia and Slovenia. Public Relations Review, 33 (1), 1-9. The study examined how two countries that were of different locations, Australia and Slovenia, have been addressing the reporting issues of corporate social responsibility (CSR). The paper’s authors emphasized reporting as a significant tool for communication that can allow organizations to create greater transparency and involvement with various stakeholders. The paper also sought to present a review on the standards with which CSR is reported in both countries. Findings indicated that reporting is mainly voluntary and has been encouraged due to market pressures. However, there are cultural differences observed as CSR reporting in Australia was driven by management, product, and financial concerns while Slovenian reporting was primarily brought about by employee, public, and environmental considerations. Nonetheless, it can be concluded that reporting incentives should be increased in both countries to adhere to global CSR reporting standards. Herbert, C., and von Schantz, C. (2007). Communicating corporate social responsibility – brand management. Electronic Journal of Business Ethics and Organization Studies, 12 (2), 4-11. The paper emphasized branding as a strong foundation for corporate marketing as it assists stakeholders in differentiating between sales offers. Values, including ethical business conduct and social responsibility, are intangible; therefore, integrating such principles in the brand can assure organizations that their social values, including corporate social responsibility, are communicated. Disadvantages in using the media for CSR communication were identified, such as untimely press releases and influence of media perceptions on actual reports, thus the benefits of strengthening and effectively managing a brand for communicating corporate values. Hockertz, K., and Moir, L. (2007). Communicating corporate responsibility to investors: the changing role of the investor relations function. Journal of Business Ethics, 52, 85-98. The paper sought to understand the role of communication in investor relations (IR) and corporate responsibility. It was asserted that the role of investor relations is still yet to develop; for instance, their function in communicating CSR can be more two-way. Because IR provides opportunities to capital markets, there is still a great possibility for IR officers to communicate the issues and perceptions of the investment company back to the management on a more superior scale. Through the reflections of IR officers, there has been an increased recognition with regards to a more efficient and reliable communication with investors. Lewis, S. (2003). Reputation and corporate responsibility. Journal of Communication Management, 7 (4), 356 – 366. The author asserted that corporate social responsibility plays an important role for stakeholders’ expectations. Through the use of MORI data that was obtained from various stakeholder audiences, it was argued that there is a need for companies to evaluate their strategies for CSR communication, especially in their brand and reputation management. CSR communication can lead to opportunities for establishing trust between the company and its stakeholders. Morsing, M., and Schultz., M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15 (4), 323-338. The study looked into the strategies for communicating CSR and concluded that there is a need for managers to enhance corporate stakeholder information strategy in order to provide adequate information for the public regarding the organization’s CSR initiatives. According to reputation surveys, there has also been an increasing significance associated with minimal releases, including websites and annual reports as methods for CSR communication rather than making use of corporate releases or advertising. On the whole, sensegiving and sensemaking theories were highlighted in the study with which top-down and bottom-up processes should be evident among managers and workers; nonetheless, external stakeholders also play an important role in CSR communication. O’Connor, A., and Shumate, M. (2010). An economic industry and institutional level of analysis of corporate social responsibility communication. Management Communication Quarterly, 24 (4), 529-551. The paper examined the similarities and differences that existed in corporate social responsibility (CSR) communication in terms of an economic and institutional industry level of analysis. It was found out that differences are evident across economic industries that were based on the value-chain position. These industries were further pointed out to focus on their employees’ safety, ethical business practices as well as environmental stewardship; meanwhile, economic industries that had a closer association with their consumers in the value chain have greater tendencies to rely on education and philanthropy as a means of CSR communication. Planken, B., Sahu, S., and Nickerson, C. (2010). Corporate social responsibility communication in the Indian context. Journal of Indian Business Research, 2 (1), 10 – 22. The aim of the paper was to examine the corporate social responsibility platforms used in India relation to its communication. Primary and secondary sources of data were utilized in the study, particularly a questionnaire survey along with a survey of online sources. Indian companies were shown to prefer a philanthropic platform that focused on projects for community development as a means for communicating their CSR involvement. However, their consumers may not value this philanthropic means of CSR communication compared to other CSR initiatives and may consequently consider other communication channels, such as various marketing communication strategies. The paper then suggested various means for Indian organizations to focus their CSR communication policies on an effective marketing strategy to have a positive influence on their stakeholders as well as obtain a competitive advantage. Snider, J., Hill, R., and Martin, D. (2003). Corporate social responsibility in the 21st century: a view from the world’s most successful firms. Journal of Business Ethics, 48, 175-187. Communication of corporate responsibility was divided into stakeholder groupings- customers, employees, and owners. Current and potential consumers obtain messages that highlight the value of products and services based on a relationship that emphasizes the understanding and addressing of their needs. Meanwhile, employees receive CSR messages regarding skill enhancement and career development for the improvement of workers and companies alike, drawing attention to gender and race issues. Messages for stockholders should then focus on the honesty, reliability, and timeliness that must be demonstrated through CSR communication. Moreover, marketing strategies for quality products should be considered as well. Tang, L., and Li., H. (2009). Corporate social responsibility communication of Chinese and global corporations in China. Public Relations Review, 35 (3), 199-212. The study examined how local and international companies in China communicated their CSR practices and principles to their stakeholders by looking into the firms’ websites. It was found out that three approaches were applied in CSR communication, CSR as: ethical business practice, strategic philanthropy, and ad hoc public philanthropy. The targeting of consumers and businesses had a strong impact on CSR communication. Global and Chinese organizations presented their CSR practices and principles in different ways owing to their different associations with global and Chinese stakeholders. Tench, R., Bowd, R., and Jones, B. (2007). Perceptions and perspectives: corporate social responsibility and the media. Journal of Communication Management, 11 (4), 348 – 370. The main purpose of the study was to look into the communication of CSR based on the interpretations of the media and how they are likely to experience change depending on the perceived issue. Through the use of qualitative and quantitative approaches, results showed that the media communicates their perceptions on firms’ involvement with CSR as Conformist, Optimist, Cynic, Realist, and Strategic Idealist. Majority of media news coverage on firms’ involvement in CSR have been negative. Such findings can then be used by policy makers, communication and public relations practitioners, as well as researchers in developing practice-based theoretical models regarding the communication of organizational engagement with CSR through media coverage. Valor, C. (2005). Corporate social responsibility and corporate citizenship: towards corporate accountability. Business and Society Review, 110 (2), 191–212. The paper focused on the importance of actual CSR practice to effectively communicate CSR values and initiatives. One of the disadvantages that are evident is the fact that many companies only integrate social and environmental goals in their practices if they are being pressured by stakeholders. Moreover, managers have exhibited reluctance in sacrificing profits for the public’s good. It is, therefore, important to understand that the common good plays a more important role than obtaining profits, and that a balance should be achieved among environmental, social, and economic performance. This way, communication of CSR will be more effective and long-standing. Wang, J., and Chaudri, V. (2009). Corporate social responsibility engagement and communication by Chinese companies. Public Relations Review, 35 (3), 247-250. The paper focused on the increasing awareness of Chinese organizations regarding CSR and relationship management with which communication plays an important role. Using a quantitative approach to research, survey results indicated that CSR communication was of great importance in China and that employing the most appropriate channels for communication was similarly relevant as well. Through CSR communication, it was suggested that Chinese firms were highly concerned about corporate image and culture with regards to pursuing CSR. They also emphasized disaster relief that is to be communicated as a driver for CSR engagement while in-house and Internet media was mainly utilized for CSR communication. Read More