Search results

The purpose of this paper is to introduce the third special issue on corporate social responsibility communication (CSRCom). In this editorial, the authors take the opportunity to share the latest knowledge, research and insights on CSRCom as presented at the third International CSR Communication Conference held in Ljubljana 17-19 September 2015.

Many efforts have been made to map the research field of CSRCom. Two major ontological streams seem to stand out in CSRCom research: functionalism vs constructivism. In this editorial, the authors describe each of them, address the factors which contributed to their implementation within the CSRCom field and provide a rationale for bridging the two approaches.

The papers selected for the issue demonstrate that recent studies of CSRCom are anchored both in functionalism and constructivism but that the attention towards using CSRCom in organisational processes of collaboration and networking is growing. This growth is aligned to the changes in the wider social environment. In this editorial, the authors are bridging both approaches and relating them to the most recent developments in CSR and CSRCom.

This paper concludes that a growing body of empirical studies contributes to an increased understanding of how both functionalistic and constitutive perspectives are relevant and provide key insights for communication managers. It also accentuates the idea that the ability to expand the understanding of CSRCom from that of a means to an end to one, according to which communication represents an important end/goal in itself, that can play a crucial role in dealing with the growing complexity of CSR processes.

Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors used to promote organic food consumption. The purpose of this paper is to assess the impact of environmentally conscious purchase behaviour (ECPB) and green scepticism on organic food consumption. Moreover, the paper examines the indirect impact of attitudinal and contextual forces on organic food consumption (through ECPB).

The paper develops a conceptual model of organic food consumption. Data were collected through an online survey on a sample of 462 consumers in Slovenia. Structural equation modelling was used to test the hypothesised relationships.

The findings indicate that ECPB positively and green scepticism negatively affects organic food consumption. In addition, ECPB is positively influenced by personal and social norms, perceived availability and consumer sustainability orientation. Interestingly, the social norms exert the strongest indirect effect on organic food consumption.

This study informs organic food producers and policy makers about the relative importance of ECPB and scepticism for increasing organic food consumption. It also highlights the role of general attitudinal and contextual factors for ECPB and organic food consumption.

The proposed model enables a better understanding of the relevance of ECPB, its antecedents and green scepticism as (direct or indirect) determinants of organic food consumption.

This paper aims to introduce the special issue on CSR communication attached to the First International CSR Communication Conference held in Amsterdam in October 2011. The aim of the introduction is also to review CSR communication papers published in scholarly journals in order to make a summary of the state of CSR communication knowledge.

The existing literature on CSR communication was approached via systematic review. with a combination of conventional and summative qualitative content analysis. The final dataset contained 90 papers from two main business and management databases, i.e. EBSCOhost and ProQuest.

Papers were coded into three main categories. The results show that the majority of the papers are concerned with disclosure themes. Considerably less salient are papers that fall under process‐oriented themes and the outcomes/consequences of CSR communications. The most important outlets for CSR communication‐related topics are Journal of Business Ethics and Corporate Communications: An International Journal.

This paper represents the first attempt to perform a systematic and comprehensive overview of CSR communication papers in scholarly journals. Its value is in making this rather vast and heterogeneous literature more visible and accessible to all CSR communication scholars.

This editorial is an introduction to the special issue on CSR Communication attached to the second CSR Communication Conference held in Aarhus (Denmark) in September 2013. The purpose of this paper is to critically evaluate the role of CSR communication and the development of theory and practice of CSR Communication in recent years.

The editorial sets up a research agenda for the future, the premises outlined about the role of CSR communication being based on Habermas’ (1984) idea of instrumental/strategic and communicative action.

The theoretically based research shows that there are different framings of CSR. In the first framing, the business discourse is trying to institutionalize CSR and sustainability by pursuing CSR purely as a business case. In the second framing, alternative CSR discourses are challenging the business discourse, communication being oriented towards shared understanding.

The above findings are original insofar as they have implications for CSR communication scholars and practitioners. It is, for example, important that they acknowledge that two kinds of framings exist, and that they are interdependent. Hence, they should not fall into the trap of a critical discourse of suspicion where CSR communication is constantly criticized as a tool to serve business interests. In the context of strategic and/or communicative action, CSR communication occurs in different forms and for different purposes – either as informative, persuasive, aspirational and participatory type of CSR communication.

This chapter examines Slovenia’s failed attempt to develop a national corporate social responsibility (CSR) policy via multi-stakeholder partnership. It also discusses the potential reasons for this failure.

This research is grounded in the idea of CSR as a ‘politicised’ concept, acknowledging the importance of the institutional setting and institutional support in diffusing CSR. This empirical research is based on a descriptive case study approach and a qualitative thematic analysis of the data. The data sources are IRDO institute documents, the minutes of the Partnership for National CSR Strategy provided by the Network for Social Responsibility of Slovenia and semi-structured interviews with various actors such as government and local representatives, non-governmental organisations (NGOs), companies and journalists.

Although the multi-stakeholder Partnership for National CSR Strategy, which was initiated by NGOs and other stakeholders, existed from 2011 to 2013, it later fell apart due to various factors, the most important being a complete lack of support on the governmental side, with the government being the actor with the executive power to implement and promote CSR policies at the national level.

The chapter provides an insight into the drawbacks of attempting to set a national CSR policy agenda and discusses the reasons for these drawbacks.

This chapter discusses the importance of the economic, political, and social context in which multi-stakeholder networks can foster the national CSR debate. It recognises the role of CSR in co-regulating public policies and the importance of strong engagement among relevant stakeholders and public authorities.

The aim of this chapter is to explore sustainability research and findings in Slovenia, including Slovenia’s paths toward sustainable future on three different levels: situational or macro-level, transformational or mezzo-level and action formation or micro-level. Changes toward sustainability can only be made through the interaction of all levels. Besides the economic situation, both environmental and social dimensions are also important parts of sustainability. Slovenian consumers tend to be aware of sustainability issues and have formed positive attitudes about this concern, which is also reflected at the macro-level indices, indicating Slovenia’s sustainable position compared to other countries in Eastern and Southern Europe. Some sustainability guidelines, albeit not necessarily systematic activities, are adopted by companies and thus are moving the Slovenian economy forward in this area. This chapter can serve as a basis to develop some general pointers of how sustainability in Slovenia can be further addressed and developed.

The purpose of this study is to investigate how the social licence to operate (SLO) concept is currently perceived and communicated during stakeholder engagement, as an extension of corporate social responsibility (CSR). To ensure an applied exploration of SLO, this paper focused on the wind industry.

Telephone interviews were conducted with 18 wind industry representatives responsible for stakeholder engagement in Australia. Questions focused upon understanding of consultation and SLO, perceptions of SLO in practice, and experiences regarding community engagement.

SLO is broadly understood by the case study wind industry representatives as majority acceptance held by community and other stakeholders, although no common definition was expressed. This indicates that the concept has not transferred clearly or directly to the wind industry. Despite this, the benefits of seeking an SLO through consultative and ongoing communication practices were recognised across the wind industry as a positive risk mitigation strategy.

Future research could examine the understanding and communication approaches of SLO in other industries, cultures and geographic locations.

It appears the wind industry intends to seek an SLO more broadly from the Australian public, beyond specific projects. This is likely to occur within the context of increased scrutiny on the performance of many industries and by the changing expectations and demands of communities.

Some wind corporations were considered to have previously conducted poor or shallow consultation, and this was perceived to have negatively affected the reputation of the wider industry. Mismanagement of expectations prior to the development phase was of particular concern to interviewees. Given this, an SLO could be put at risk by the poor or insufficient engagement and communication processes and reputation of their predecessors.

The key contribution of this study is to inform CSR practices that seek to engage and maintain high stakeholder support through an SLO approach, where corporate communication is vital.

This chapter analyses the evolution of strategic corporate social responsibility (CSR). Despite extensive research on the strategic aspects of CSR, the absence of a well-defined theoretical concept has hindered the development of the field. The authors build on the four mechanisms that conceptually distinguish strategic CSR from CSR in general: enhancing firm reputation, increasing stakeholder reciprocation, mitigating firm risk, and strengthening innovation capacity. By using bibliometric methods, we analyze the main topics, references, and sources of papers, found in the Web of Science Core Collection database. The analysis of the strategic CSR field discusses main topics through three periods (1991–2009, 2010–2014, and 2015–2019). The findings help identify the mapping of conceptual space of the strategic CSR field and suggest grounds for continuing the debates on how to advance the micro-level perspectives on CSR.

The purpose of this paper is to analyse competitive advantage in relation to the formulation of competitive product marketing strategies in European Union (EU) firms. It considers how it is possible to gain a competitive advantage through different product strategies.

The analysis is based on 18 EU member States (14 founding States and four new States that joined in 2004). To investigate the range of strategies is used by EU companies in both old and new member States, cluster, discriminant analysis and multiple comparison procedures are used.

The results show some differences in strategies between old and new EU member companies. Although a balanced strategy is most widely used in both groups, companies from new member states are fond of a price and quality mix whereas companies from the old member states favour a quality and distribution mix.

A larger pool of competitive elements could provide more in‐depth insights. Thus, further research could include different internal and external factors that influence the choice of strategy.

To gain a more sustainable advantage in the new competitive milieu all EU member companies should be able to successfully integrate all marketing elements employed in the strategy.

This paper provides an insight into competitive strategies of EU member companies and a basis for monitoring the levels of competitiveness of member states and the competitive marketing practices of different companies within the EU.

The purpose of this paper is to advance understanding of an individual's identification with an organisation (“organisational identification”) and propose a scale for its measurement, by means of a study drawing on the literature of corporate marketing, and group and corporate identification.

Factor analysis was applied to data collected by questionnaire from two independent samples of 200 and 525 respondents, in Slovenia, to test the causal‐path relationship of group and corporate identification to “organisational identification”.

Contrary to the prevailing wisdom, “organisational identification” is not a unidimensional construct, but comprises identification with the organisation both as a collective of individuals, and as a social entity. Results confirm the proposed structure of organisational identification, and the sound quality of the scale for its measurement.

The findings suggest a means for marketing strategists and managers to predict the forms of organisational identification in their organisations, undertake appropriate initiatives for its general enhancement, and thereby strengthen corporate performance.

This study offers two statistically verified scales for measuring group and corporate identification, and thus has important implications for the existing literature of corporate marketing and organisational identification.