Communicating CR strategy

C. B. Bhattacharya; Sankar Sen; Daniel Korschun

doi:10.1017/CBO9780511920684.011

Eight - Communicating CR strategy

from Part III - Putting insight into action

Published online by Cambridge University Press: 05 June 2012

C. B. Bhattacharya ,

Sankar Sen and

Daniel Korschun

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C. B. Bhattacharya: Affiliation:
European School of Management and Technology
Sankar Sen: Affiliation:
City University of New York
Daniel Korschun: Affiliation:
Drexel University, Philadelphia

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Summary

Getting the message out

The basic take-away from our stakeholder-centric research is as simple as it is powerful: CR strategies need to bring consumers and employees closer to a company's CR, and ultimately to the company. The proximity of stakeholders to a company's CR actions ranges from a complete lack of awareness of any such activities, to a central, driving role in the company's CR strategy. A fundamental goal of a company's CR strategy, then, must be to move the most important and/or valued stakeholder – employees and consumers – up this proximity continuum, from utter unawareness to complete involvement.

The previous chapter focused on both the importance of co-creation of such an endeavor as well as how a company can formulate and implement its CR programs in a way that maximizes the likelihood of effective co-creation. However, this is only part of the story. Clearly, co-creation is restricted, almost by definition, to those most valued stakeholders whose needs and welfare matter the most to the company.

Type: Chapter
Information: Leveraging Corporate Responsibility
The Stakeholder Route to Maximizing Business and Social Value
, pp. 186 - 212

DOI: https://doi.org/10.1017/CBO9780511920684.011 [Opens in a new window]

Publisher: Cambridge University Press

Print publication year: 2011

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Eight - Communicating CR strategy

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