How Best to Communicate a Firm’s Sustainability/Corporate Responsibility: Integrating Management...
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Transcript of How Best to Communicate a Firm’s Sustainability/Corporate Responsibility: Integrating Management...
How Best to Communicate a Firm’s Sustainability/Corporate Responsibility: Integrating Management and Communications
Theory to Determine Effective Corporate Reputations Outcomes
Lisa KoepSchool of Marketing
Professor Aidan O’Driscoll
17.05.2013
Introduction• Currently research project is in the the early
developmental stage
• Research takes place in the food and retailing sector
• Industry partner in this project is Bord Bia
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Introduction
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Why Sustainability Communication?
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Sustainability Innovation & Adaption
• Helps to achieve more efficient use of resources
• Takes primarily place in disciplines such as engineering, built environment, science
Sustainability Communication• Ensures a wide range of stakeholders become
involved in a dialogue surrounding sustainable consumption and production
• Provides incentive more companies to become involved in sustainability due to improved reputational advantage
Dilemma: to tell or not to tell?
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Intensity of Communication
Ad
op
tio
n o
f S
ust
ain
abil
ity
Low High
Hig
hL
ow
Illy Cafe M&S
Ryanair AIB
Objectives of Research• To examine how firms should communicate
their sustainability/corporate responsibility claims most effectively:
– How?– To what extent?– To whom?
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Why Is It Important?• Currently scholarly and practitioner
knowledge offer limited insight into this dilemma
• Sustainability communication impacts on corporate reputation and thus economic performance
• Sustainability communication can also impact on the broad project of sustainability
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Why Sustainability/Corporate Responsibility (CR)?
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Triple Bottom Line (profitable, societal
responsibility, respect ecological
consideration)
Sustainability: focuses on issues
such as global warming, resource depletion & green
opportunities
Corporate Responsibility: concentrates on
issues such as business ethics &
corporate reputation
How Will It Be Carried Out?• To address the research question, two streams
of literature on sustainability will be connected– Management of sustainability
– Evolution– Organisation– Delivery
– Communications of these activities
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How Will It Be Carried Out?
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How Will It Be Carried Out?
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How Will It Be Carried Out?
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Methodology
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Case studies/interviews parsimonious model
Comprehensive survey to further develop and validate model
Structural Equation Modelling (SEM) to analyse data test hypotheses
Contribution• Research output will provide a model to
comprehend the interconnections between organising/managing sustainability/CR and the communication to stakeholders
• Managerially: research will provide valuable insights into into how firms can effectively communicate sustainability/CR depending on their level of embrace
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Contribution• Academically: the research question will be
answered by linking to streams of sustainability/CR literature:1. Sustainability/CR Management2. Sustainability/CR Communication
• To date there have been limited attempts to explore the relationships between management and communication of sustainability and a gap in existing research has been identified
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Questions?Comments?