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Practices Regarding the Forms of Communication with the Consumers used by a Multinational Company at Global and Local Level

  • Madalina Dumitru

    ()

    (Academia de Studii Economice din Bucurest)

  • Nadia Albu

    (Academia de Studii Economice din Bucurest)

  • Valentin Florentin Dumitru

    ()

    (Academia de Studii Economice din Bucurest)

  • Catalin Nicolae Albu

    (Academia de Studii Economice din Bucurest)

This study is motivated by the importance of communication with consumers in the pharmaceutical industry. We view communication as part of the company’s responsibility towards consumers. The aim of this study is to examine the communication mechanisms of corporate social responsibility practices related to consumers in the pharmaceutical industry in a multinational, by comparing the Romanian`s subsidiary practices with the global ones. The data is extracted from the annual reports issued by a multinational company from 2010 to 2012 and from the only social responsibility report issued by its Romanian subsidiary (2011). The information is analysed both form a quantitative and a qualitative point of view. We employ the legitimacy theory, and particularly the three types of legitimacy – pragmatic, moral, and cognitive, in order to analyse the reporting practices. We find differences in the reporting channels and forms between the global firm and the Romanian subsidiary. Also, the results are important for the specialized literature and indicate that the multinational uses different types of legitimizing discourse than its subsidiary. We contribute to a better understanding of the corporate social responsibility reporting by addressing the communication towards the consumer as a key stakeholder and by investigating the manner in which reporting works at global and local levels.

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Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

Volume (Year): 16 (2014)
Issue (Month): 35 (February)
Pages: 41

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Handle: RePEc:aes:amfeco:v:1:y:2014:i:35:p:41
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  1. Neu, D. & Warsame, H. & Pedwell, K., 1998. "Managing public impressions: environmental disclosures in annual reports," Accounting, Organizations and Society, Elsevier, vol. 23(3), pages 265-282, April.
  2. Jan Bebbington & Carlos Larrinaga & Jose M. Moneva, 2008. "Corporate social reporting and reputation risk management," Accounting, Auditing & Accountability Journal, Emerald Group Publishing, vol. 21(3), pages 337-361, April.
  3. Cho, Charles H. & Patten, Dennis M., 2007. "The role of environmental disclosures as tools of legitimacy: A research note," Accounting, Organizations and Society, Elsevier, vol. 32(7-8), pages 639-647.
  4. Matthew V. Tilling & Carol A. Tilt, 2010. "The edge of legitimacy: Voluntary social and environmental reporting in Rothmans' 1956-1999 annual reports," Accounting, Auditing & Accountability Journal, Emerald Group Publishing, vol. 23(1), pages 55-81, January.
  5. Voicu-Dan Dragomir & Elena Roxana Anghel (Ilcu), 2011. "Social Responsibility Practices Regarding Facilities Granted to Employees and Consumer Protection in Selected European Companies," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 86-103, February.
  6. Rodica Pamfilie & Roxana Procopie & Magdalena Bobe & Smaranda Visan, 2013. "Design: the answer of contemporary businesses to the requirements of sustainable development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 573-582, November.
  7. Razvan V. Mustata & Carmen Giorgiana Bonaci & Cristina Hintea & Bogdana Neamtu, 2013. "Business Education For Sustainable Development: The Case of Romanian Universities," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 802-818, November.
  8. Camelia I. Lungu & Chiraţa Caraiani & Cornelia Dascălu, 2011. "Research on Corporate Social Responsibility Reporting," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 117-131, February.
  9. Dima Jamali & Ramez Mirshak, 2007. "Corporate Social Responsibility (CSR): Theory and Practice in a Developing Country Context," Journal of Business Ethics, Springer, vol. 72(3), pages 243-262, May.
  10. Rodica Milena Zaharia & Dainora Grundey, 2011. "Corporate Social Responsibility in the Context of Financial Crisis: A Comparison between Romania and Lithuania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 195-206, February.
  11. Tamara Eugenia Baleanu & Liviu Chelcea & Alin Stancu, 2011. "The Social Responsibility of the Top 100 Romanian Companies. An Analysis of Corporate Websites," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 235-248, February.
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