A treatise on corporate social responsibility non-communication

Jančič, Zlatko (author)

The aim of this paper is to consider the question of the suitability of the conspicuous communication of corporate social responsibility (CSR) practices that is gaining popularity in the business world. Though it seems a plausible activity, the communication of CSR, in many cultures, might be misunderstood by various stakeholder groups as unnecessary bragging. This conceptual paper is based on the comparison between various traditions of conspicuous communication and non-communication about CSR. A critical point of view is used when discussing mainstream corporate practices in CSR marketing communication. A case study is also used to illustrate the specifics of a self-evident approach to CSR, The distaste for unnecessary bragging has its background in culture, religion, legislation and/or, as our case shows, also in ideology.

• Language: English
• Keywords: Communication, Družbena odgovornost, Komuniciranje, podjetja, Social responsibility
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publisher: Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
• Year: 2011
• Number of pages: Str. 1562-1572, 1710
• Numbering: Letn. 48, št. 6
• PID: 20.500.12556/RUL-78470
• UDC: 005.35:316.77
• ISSN on article: 0040-3598
• COBISS.SI-ID: 30884701
• Publication date in RUL: 30.12.2015

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: Slovenian

Abstract

Cilj te razprave je premisliti vprašanje primernosti izstopajočega in v poslovnem svetu vedno bolj prisotnega (tržnega) komuniciranja o družbeni odgovornosti podjetij (DOP). Čeprav se zdi, da gre za smotrno aktivnost podjetij, se dogaja, da v mnogih kulturah deležniki tako početje razumejo kot nepotrebno bahaštvo. Konceptualni prispevek temelji na kritični primerjavi med različnimi tradicijami izstopajočega komuniciranja in nekomuniciranja o DOP. K razpravi je dodana še študija primera, ki naj dodatno pojasni 'samoumevni' pristop k DOP. Ugotavljamo, da lahko zadržanost do nepotrebnega bahaštva na tem področju izvira iz kulture, religije, zakonodaje in kot kaže naš primer tudi iz ideologije.

• Keywords: podjetja