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Reputation & Risk reduction

Internal Marketing

Legitimacy

CSR communication

Brand

Business- oriented motivations

IKEA’s CSR

Stakeholder Involvement strategy

Total Quality Management

CSR Motivations

Traditional PR model

CSR strategy

Normative motivations

Philanthropy

Reciprocal strategy

Common goods approach/Mor al Obligation

Generic social issues

Citizenship strategy

Figure 8: Relation between CSR motivations, CSR strategy and CSR communication at IKEA

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