Finding the Right Level: Corporate Responsibility Communication in Swedish Retail

Frostenson, Magnus,1970-Uppsala universitet,Företagsekonomiska institutionen (författare)

EBEN Annual Conference 2009, Sep 10-12, Athens
Corporate responsibility (CR) communication has risen dramatically in recent years, most likely following increased demands for transparency. One tendency noted in the literature is that CR communication becomes more professionalised in the sense that it is taken care of by experts to satisfy the demands of particular stakeholders. In this paper, the CR communication of Sweden’s 206 largest retail firms is studied. We examine the ‘filtration effect’ present in business today. By comparing CR communication in parent companies and their subsidiaries, we show that the there is less communication on the subsidiary level compared to the parent level. We see this as a form of hierarchisation of communication that implies paying attention to certain stakeholder groups with clearly defined demands and expectations on companies. Surprisingly enough, CR communication does not seem to be very much adapted to customers.

Av författaren/redakt...: Frostenson, Magn ...; Helin, Sven, 196 ...; Sandström, Johan ...

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SAMHÄLLSVETENSKAP: SAMHÄLLSVETENSKA ...; och Ekonomi och näri ...; och Företagsekonomi

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