Business Ethics 18 (1):83-93 (2009)
This paper seeks to analyse small- and medium-sized enterprise (SME) managers' representations of corporate social responsibility (CSR) and CSR communication in a corporate communication perspective. The basic question is: how strategic is CSR communication in SMEs? Corporate communication and CSR theories are used to establish an ideal typology of CSR concepts informing an analysis of qualitative data in the form of interviews with three middle managers in two Danish SMEs. A CSR communication model published earlier by the authors is challenged from a SME perspective. Results from an Internet-based questionnaire survey of 1071 SMEs pave the way for the analysis. Our analysis shows that SME managers clearly have an inside-out approach to CSR, with a strong emphasis on the internal (corporate culture) dimension. However, SMEs and/or SME managers tend not to communicate externally about the CSR activities of the company. Based on these findings, the paper argues that CSR communication in SMEs is challenged by the global economy and is under revision. The contribution of the paper is to provide an insight into SMEs' present stage in relation to a possible future approach to strategic CSR communication. The paper also reminds us that SMEs have no interest in turning their local and authentic practice into a forced marketing and branding exercise, leaving them with an artificial picture of who they are and strive to be in the future. They should keep on acting locally but force themselves to think globally.
|Keywords||No keywords specified (fix it)|
|Categories||categorize this paper)|
References found in this work BETA
Corporate Social Responsibility Evolution of a Definitional Construct.Archie B. Carroll - 1999 - Business and Society 38 (3):268-295.
Concepts and Definitions of CSR and Corporate Sustainability: Between Agency and Communion. [REVIEW]van Marrewijk Marcel - 2003 - Journal of Business Ethics 44 (2-3):95-105.
Parallel Universes: Companies, Academics, and the Progress of Corporate Citizenship.Sandra Waddock - 2004 - Business and Society Review 109 (1):5-42.
Corporate Social Responsibility.Archie B. Carroll - 2003 - Business Ethics Quarterly 13 (4):503-530.
From CSR1 to CSR2 The Maturing of Business-and-Society Thought.William C. Frederick - 1994 - Business and Society 33 (2):150-164.
Citations of this work BETA
Corporate Social Responsibility in Small-and Medium-Size Enterprises: Investigating Employee Engagement in Fair Trade Companies.Iain A. Davies & Andrew Crane - 2010 - Business Ethics 19 (2):126-139.
Quantitative Content Analysis as a Method for Business Ethics Research.Irina Lock & Peter Seele - 2015 - Business Ethics: A European Review 24:S24-S40.
Adam Smith’s Contribution to Business Ethics, Then and Now.Michael Gonin - 2015 - Journal of Business Ethics 129 (1):221-236.
Acting Out of Compassion, Egoism, and Malice: A Schopenhauerian View on the Moral Worth of CSR and Diversity Management Practices.Thomas Köllen - forthcoming - Journal of Business Ethics.
Why and How Does Social Responsibility Differ Among SMEs? A Social Capital Systemic Approach.Cristina Aragón, Lorea Narvaiza & Maite Altuna - forthcoming - Journal of Business Ethics.
Similar books and articles
A 'Business Opportunity' Model of Corporate Social Responsibility for Small- and Medium-Sized Enterprises.Heledd Jenkins - 2009 - Business Ethics 18 (1):21-36.
Pushing Forward Sme Csr Through a Network: An Account From the Catalan Model.David Murillo & Josep M. Lozano - 2009 - Business Ethics 18 (1):7-20.
CSR in SMEs: Do SMEs Matter for the CSR Agenda?Mette Morsing & Francesco Perrini - 2009 - Business Ethics 18 (1):1-6.
Added to index2009-01-28
Total downloads47 ( #110,124 of 2,163,971 )
Recent downloads (6 months)2 ( #188,913 of 2,163,971 )
How can I increase my downloads?