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Six - How context influences the process

from Part II - Inside the mind of the stakeholder

Published online by Cambridge University Press:  05 June 2012

C. B. Bhattacharya ,
Sankar Sen  and
Daniel Korschun
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

In the previous chapters, we laid out how stakeholders see CR, how they interpret CR information, and how they respond to CR. This straightforward multi-step process will – all things being equal – predict stakeholder behavior and help build the business case for engaging in CR activity.

But all things are rarely equal. That's why CR's ability to create value depends greatly on the context in which it is implemented. Knowing how context influences outcomes is critical to effective CR management, because only managers who build this knowledge into their decision-making can take full advantage of the opportunities, while also steering clear of the potential pitfalls.

The significance of context

This chapter presents some of the most important contributing contextual factors in stakeholder responses to CR. We call these multipliers. Multipliers magnify or dampen the effects of one part of our framework – and therefore its influence – on another part.

Type
Chapter
Information
Leveraging Corporate Responsibility
The Stakeholder Route to Maximizing Business and Social Value
 , pp. 119 - 150
Publisher: Cambridge University Press
Print publication year: 2011

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