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Two-way communication strategy on CSR information in China


  • Hua Chen
  • Haibin Zhang


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.

Suggested Citation

  • Hua Chen & Haibin Zhang, 2009. "Two-way communication strategy on CSR information in China," Social Responsibility Journal, Emerald Group Publishing, vol. 5(4), pages 440-449, October.
  • Handle: RePEc:eme:srjpps:v:5:y:2009:i:4:p:440-449

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    Cited by:

    1. Min Zhang & Biying Jin & G. Alan Wang & Thong Ngee Goh & Zhen He, 2016. "A Study of Key Success Factors of Service Enterprises in China," Journal of Business Ethics, Springer, vol. 134(1), pages 1-14, March.


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