Communication on Corporate Social Responsibility and Management of Responsible Corporate Reputation
DOI:
https://doi.org/10.37075/YB.2018.1.14Keywords:
Corporate social responsibility, Corporate culture, Corporate communication, Theory of stakeholders, Corporate image, Corporate identity, Corporate reputation, Performance, "Intangible Values", LegitimacyAbstract
Corporate Social Responsibility (CSR) is a multidimensional construct which requires transformation of whole organization visible and invisible structures. The corporate communication is a vital part of these processes and in the management of stakeholder relations and legitimate socially responsible reputation of the company.Goals: The purpose of the research paper is to present the importance of corporate communication for CSR to maintain the relationships with company stakeholders and in the context of the management of "intangible values" to keep the corporate reputation of a socially responsible company. The ultimate goal is to create a model based on the theoretical formulations.Methodology: The research paper is theoretical, which analyzes the issue in the context of the CSR concept.Key results: The primary accent is on the importance of the relationship between CSR communication and stakeholders, whereby management of the reputation of a socially responsible company is formulated and presented as a model.Originality and practical implications: The article present a model created by the author for managing socially accountable reputation through corporate communication for CSR that promotes positive competitive performance. The Model could be utilized as a tool for the development of communication strategies that help reputation management in harmony with the CSR philosophy and support the company's existence as a socially responsible subject.References
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