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“Man vill ju inte slå på stora trumman” : -en kvalitativ intervjustudie om svenska klädföretags CSR-kommunikation

Abstract  The purpose of this study is to identify how Swedish clothing companies strategically communicate CSR – the issue being that CSR communication is frequently scrutinized and criticized. This is examined using semi-structured interviews with six company representatives. The result is presented thematically, dealing with (1) conditions for CSR and CSR communication, (2) how to manage the issue with criticism and (3) which communication strategies companies use. Following conclusions are drawn: the companies can be divided into Mirvis and Googins phases integrated or engaged/innovative, with conditions characterizing these phases. They express consideration of the issue, which is handled with cautious and transparent CSR communication. They use low profile communication strategies and collaborate with organizations. Half of the companies communicate through reports and a few admit to using third-party or indirect third-party endorsements. Only one of the companies uses social media.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-42545
Date January 2015
CreatorsBejhed, Filippa, Wikman, Jenny
PublisherÖrebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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