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We cannot speculate if this is optimal, but we believe it is a step in the right direction as the importance of CSR is increasing as is the number of CSR activists335.

According to the stakeholder involvement strategy, the importance of stakeholders warrants the use of several communication channels. In turn, stakeholders such as NGOs give legitimacy through their endorsement. However, IKEA does not interact with all of these stakeholders. IKEA itself sees attracting and retaining employees as one of its motivations for CSR, as motivated employees in turn can convey the CSR message to customers. External communication to customers can also affect the employees, in the form of auto-communication336. What is communicated to the public is thus important as it reinforces the employee’s view of the company. Although the stakeholder involvement strategy is more of an ideal than a reality, we see that IKEA does not merely pursue this strategy, as one-sided PR communication is still prevalent. Thus, we ponder if this strategy simply does not suffice in reality for a company with such a global reach, which is so expansive and so aggressively cost-conscious. Such companies might have greater legitimacy requirements and thus need to communicate through a wider spectrum of channels and levels.

335

Dawkins, J. (2004).

336

Morsing, M. (2006).

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