CSR Communication in the Business-to-Business Context: An Exploratory Study

• In Event: B.E.S.T.: Social Responsibility and Ethics in Communication Practice and Research

Abstract

In order for CSR to be effective, it requires sophisticated communication strategies. As most research about CSR has been performed in a consumer setting, the goal of this study was to gain an insight in the way in which business-to-business organizations communicate about their CSR initiatives. Qualitative interviews were conducted with CSR experts who work in or for business-to-business organizations. Participants (N = 16) were asked to elaborate on whether or not the same characteristics of CSR communication as described in business-to-consumer literature are relevant in their specific business-to-business context. According to the CSR experts, CSR is not about supporting social causes anymore. Therefore, supporting social causes that fit the organization, is not considered to be CSR anymore either. Rather, participants of this study suggest an integrated approach to CSR, which has come to be known as strategic CSR. Strategic CSR is designed for creating business value and positive social change, and it is embedded in everyday business culture and processes, so CSR initiatives should be designed and implemented at the strategic level. As a logical result, CSR communication is not seen by the participants as a disconnected communications topic. Practical and theoretical implications of the findings are discussed.

Authors

• Jordy Gosselt, U of Twente

• Suzanne Janssen, U of Twente

• Benthe Bemelman, U of Twente