Book contents
- Frontmatter
- Contents
- Figures
- Tables
- Exhibits
- Acknowledgements
- One The long and winding road to CR value
- Part I Deconstructing CR value
- Part II Inside the mind of the stakeholder
- Part III Putting insight into action
- Seven Co-creating CR strategy
- Eight Communicating CR strategy
- Nine Calibrating CR strategy
- Ten Putting the framework to work
- Eleven Conclusion
- Appendix Our research program
- Index
- References
Ten - Putting the framework to work
from Part III - Putting insight into action
Published online by Cambridge University Press: 05 June 2012
- Frontmatter
- Contents
- Figures
- Tables
- Exhibits
- Acknowledgements
- One The long and winding road to CR value
- Part I Deconstructing CR value
- Part II Inside the mind of the stakeholder
- Part III Putting insight into action
- Seven Co-creating CR strategy
- Eight Communicating CR strategy
- Nine Calibrating CR strategy
- Ten Putting the framework to work
- Eleven Conclusion
- Appendix Our research program
- Index
- References
Summary
A deeper dive
The framework that guides this book synthesizes years of research conducted by us, and also incorporates insights from other leading scholars on CR. The evidence presented so far has provided support for each link in the model. To validate the framework in a comprehensive way, this chapter describes studies conducted in two separate settings: the retail sector and the yogurt industry.
The studies show how the “3 U's” that make up the framework are connected to multiple forms of CR value: outcomes that are of great importance to managers. The full array of levers is then tested as a unified driver of CR value by using a technique known as structural equation modeling. The latter tests have also been designed to isolate the effects of CR activity by controlling for external factors, essentially ruling out alternative explanations. The first study examined reactions of 660 employees in the retail sector. The second study involved the reactions to CR activity of over 1,000 consumers in the yogurt industry.
- Type
- Chapter
- Information
- Leveraging Corporate ResponsibilityThe Stakeholder Route to Maximizing Business and Social Value, pp. 244 - 293Publisher: Cambridge University PressPrint publication year: 2011