Author: Rikke Augustinus Eriksen
Advisor: Richard Jones
Corporate social responsibility (CSR) has during the years gained increasing awareness among stakeholders and CSR has accordingly won emphasis on the corporate agenda. Whereas stakeholders encourage corporations to engage in CSR they discourage them to communicate CSR. A ‘catch 22’ which implies tremendous challenges for corporations when attempting to prove to the skeptic audience that they are as good as they say they are. The fundamental basis of this master thesis is to investigate the managerial tasks of engaging in and communicating CSR. The main objective of the thesis is to contribute to the limited amount of literature on CSR communication. The objective is sought achieved by investigating why corporations engage in corporate social responsibility and how the corporate brand can be instrumental in strategic CSR communication. CSR is an elusive concept and numerous and distinct definitions exist. Each individual corporation should define CSR according to context including range of stakeholders, core expertise and skills. CSR should furthermore be integrated into vision, values, strategies, and organizational culture and into business operations. This implies that there is no one size that fits all definition. A corporate‐ wide integration of CSR is influenced by what motives and outcomes corporations are driven by when engaging in CSR. The likelihood of CSR being integrated is low when corporations are driven by isomorphism. Corporations driven by strategic motives and outcomes are likely to integrate CSR. Corporations driven by moral incentives are very likely to integrate CSR. It is however questioned ... [continues]
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