CSR Communication as a Game of Tetris: A systemic approach to sustain stakeholder trust
The central idea behind this dissertation is to assert that a systemic or holistic approach to Corporate Social Responsibility (CSR) Communication is needed to make it effective. This dissertation advocates an integrated approach to CSR drawing on concepts like Integrated Marketing Communications o...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2007
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| Online Access: | https://eprints.nottingham.ac.uk/21544/ |
| Summary: | The central idea behind this dissertation is to assert that a systemic or holistic approach to Corporate Social Responsibility (CSR) Communication is needed to make it effective.
This dissertation advocates an integrated approach to CSR drawing on concepts like Integrated Marketing Communications or 3600 Branding from marketing, Total Communication from corporate branding and Learning Organisation from organisational behaviour. The objective is to develop a synergistic alliance between various management disciplines. The outcome of the dissertation is a conceptual framework of Effective CSR Communication that explains how companies can develop and sustain stakeholder trust. |
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