Abstract
This paper discusses whether corporations pursuing a CSR strategy are successfully addressing consumers’ needs and desires. As is often noted, CSR initiatives are not easily presented to consumers, but little research has, however, been conducted to explain the exact rhetorical nature of this challenge.
In fact, it appears that large corporations are experiencing considerable difficulty in selecting efficient CSR strategies and also the subsequent rhetoric for addressing, in particular, the consumer segment (Sen & Bhattacharya, 2001), In other words, there could be a disparity in the relationship between production and reception of CSR communication aimed at consumers waiting to be explored.
As a first step towards understanding this mismatch, this project conducts a consumer survey. The focus of the paper will thus be on the design and development of a survey intended to uncover consumers’ general attitudes to CSR, the categories of responsibilities they see as most important (following Carroll’s pyramid of responsibilities as illustrated in Ramasamy & Yeung, 2008), initiatives preferred (Kotler & Lee) and whether they pay any attention to CSR communication at all. The issue of sampling of informants will also be discussed in the paper
In fact, it appears that large corporations are experiencing considerable difficulty in selecting efficient CSR strategies and also the subsequent rhetoric for addressing, in particular, the consumer segment (Sen & Bhattacharya, 2001), In other words, there could be a disparity in the relationship between production and reception of CSR communication aimed at consumers waiting to be explored.
As a first step towards understanding this mismatch, this project conducts a consumer survey. The focus of the paper will thus be on the design and development of a survey intended to uncover consumers’ general attitudes to CSR, the categories of responsibilities they see as most important (following Carroll’s pyramid of responsibilities as illustrated in Ramasamy & Yeung, 2008), initiatives preferred (Kotler & Lee) and whether they pay any attention to CSR communication at all. The issue of sampling of informants will also be discussed in the paper
Originalsprog | Engelsk |
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Publikationsdato | 2010 |
Status | Udgivet - 2010 |
Udgivet eksternt | Ja |
Begivenhed | The Conference on Corporate Communication 2010 - Wroxton, Storbritannien Varighed: 4 jun. 2010 → 7 jun. 2010 |
Konference
Konference | The Conference on Corporate Communication 2010 |
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Land/Område | Storbritannien |
By | Wroxton |
Periode | 04/06/2010 → 07/06/2010 |