With the rise of Internet and a changing social environment corporations legitimacy has been questioned (see Palazzo and Scherer, 2006). Frauds and scandals, both financial and environmental has put pressure on corporations to communicate their business operations and increase transperancy. Food retail inSweden have had several crises, the most recent the so called horesemeat scandal. This study starts in a literature review and describes some theories in CSR and legitimacy. The aim of the study is to investigate how consistent corporate communication is in regard to legitimacy. A framework adapted from Castello and Lozano(2011) was used to perform a content analysis. CEO statements and sustainability policies has been studied from three Swedish food retailers, Axfood, Coop and ICA. The study argues that there is a high degree of inconsistency in corporate communication when these two documents are analysed. This might indicate that sustainable development has not entered the board rooms in effect. It also indicates that while CEO’s are communicating pragmatic and institutional legitiamacy, the sustainability policies are moving into moral legitimacy.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-208913 |
| Date | January 2013 |
| Creators | Hedström, Claes |
| Publisher | Uppsala universitet, Institutionen för geovetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Examensarbete vid Institutionen för geovetenskaper, 1650-6553 ; 132 |
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