Two-way communication strategy on CSR information in China
Purpose – There is strong reaction between a company and its stakeholders on corporate social responsibility (CSR). The premise is that there should be a valid communication between them. The study researches Chinese situations on one-way communication between company and stakeholders and builds a model on how to implement strategy on two-way communication on CSR information between company and stakeholders according to the different characteristic of stakeholders. This paper aims to focus on the issues involved Design/methodology/approach – On the basis of the analysis on stakeholder's situation using double standards, the study makes future research and builds a valid communication model between company and stakeholders. Findings – It is found that the company can implement strategy on two-way communication on CSR information between company and stakeholders according to different stakeholder situations in the Chinese environment. It also benefits a company's CSR performance and stakeholders' decision. Research limitations/implications – The present study provides a starting-point for further research on communication between company and stakeholders in the Chinese situation. Originality/value – The paper hightlights how companies may draw up valid strategy on two-way communication on CSR information between company and stakeholders in order to gain better performance on CSR action and pursue stakeholders' supports.
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Volume (Year): 5 (2009)
Issue (Month): 4 (October)
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