Integration of Corporate Social Responsibility and Corporate Communication
Islam, Mohammad Nur (2017)
Islam, Mohammad Nur
Hämeen ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060712856
https://urn.fi/URN:NBN:fi:amk-2017060712856
Tiivistelmä
The purpose of this study is to present a new perspective on the current practices in corporate communications and CSR which calls for an integration of social responsibility and communication activities of corporations as an opportunity of competitive advantage. More specifically, this study looks at this subject from the angle of how companies can use communications to achieve CSR goal, while CSR can be a way to attain efficacy in communication. The study is designed to examine the current practices of integrated CSR and corporate communications practice in a steel manufacturing firm in Bangladesh, Bangladesh Steel Re-Rolling Mills as an exploratory case study. Although the company has developed and implemented its strategy and method of integrating corporate communication and CSR, it fits in essence to the methodology of integration of this study. The thesis was performed through a pertinent theoretical literature review as well as empirical study with interviews of experts from the fields by using a semi-structured questionnaire.
The key findings from the literature review and the empirical study showed that the practices of social responsibility and corporate communications could occur through respectively corporate communication and CSR. The interdependence and relationship between both departments are a multi-folded. Besides, the component of these both are mostly common, and they are performed differently to achieve the different organizational goal. At the same time, the true philosophy of CSR can be achieved through adopting CSR strategies with other organizational strategies. The trend of corporate social responsibility activities will lead it as a compulsory department (organizational part) of the organization in the near future.
The thesis makes an advance step on existing practice and literature by highlighting the importance of integration of CSR and corporate communications in the organization that is the beginning of a journeying for further empirical research and development in this field.
The key findings from the literature review and the empirical study showed that the practices of social responsibility and corporate communications could occur through respectively corporate communication and CSR. The interdependence and relationship between both departments are a multi-folded. Besides, the component of these both are mostly common, and they are performed differently to achieve the different organizational goal. At the same time, the true philosophy of CSR can be achieved through adopting CSR strategies with other organizational strategies. The trend of corporate social responsibility activities will lead it as a compulsory department (organizational part) of the organization in the near future.
The thesis makes an advance step on existing practice and literature by highlighting the importance of integration of CSR and corporate communications in the organization that is the beginning of a journeying for further empirical research and development in this field.