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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
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
Publisher: Cambridge University Press
Print publication year: 2011

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