Managing corporate social responsibility: lessons from the oil industry
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 9 May 2008
Abstract
Purpose
The purpose of this paper is to improve the understanding of the manner in which companies deal with key stakeholders in relation to corporate social responsibility (CSR), focusing in particular on how companies can handle critical incidents related to CSR and utilize these experiences in enforcing their regular social responsibility.
Design/methodology/approach
The paper is based on a case study methodology.
Findings
CSR should be managed by a combination of handling unexpected episodes that threaten existing social responsibility (incident recovery) and the long‐term reduction of gaps between stakeholder expectations and the company performance (CSR enforcement). Furthermore, CSR implies building and maintaining relationships with society through interplay between actors, resources and activities.
Practical implications
The study contributes to managerial decision making by identifying seven types of implications and activities necessary to actively manage key aspects of social responsibility.
Originality/value
The paper integrates long‐term social responsibility enforcement with short‐term social responsibility recovery by means of a recent corporate case from the oil industry.
Keywords
Citation
Vaaland, T.I. and Heide, M. (2008), "Managing corporate social responsibility: lessons from the oil industry", Corporate Communications: An International Journal, Vol. 13 No. 2, pp. 212-225. https://doi.org/10.1108/13563280810869622
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited