Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies [Book Review]
Journal of Business Ethics 110 (4):413-427 (2012)
AbstractBeing a controversial industry, oil companies turn to corporate social responsibility (CSR) as a means to obtain legitimacy. Adopting a case study methodology, this research examines the characteristics of CSR strategies and CSR communication tactics of six oil companies by analyzing their 2011–2012 web site content. We found that all six companies engaged in CSR activities addressing the needs of various stakeholders and had cross-sector partnerships. CSR information on these companies’ web sites was easily accessible, often involving the use of multimedia technologies and sometimes social media platforms. Furthermore, to boost the credibility of their CSR messages, these companies utilized a variety of tactics, such as factual arguments and two-sided messages. In sum, this research unveils the interconnectedness among business strategy, CSR practices, and CSR communication in oil companies’ attempt to gain legitimacy in an environment of controversy. The article ends with a discussion of the theoretical and practical implications of the research findings
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References found in this work
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Corporate Social Performance as a Competitive Advantage in Attracting a Quality Workforce.Daniel W. Greening & Daniel B. Turban - 2000 - Business and Society 39 (3):254-280.
Doing Well While Doing Bad? CSR in Controversial Industry Sectors.Ye Cai, Hoje Jo & Carrie Pan - 2012 - Journal of Business Ethics 108 (4):467 - 480.
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Citations of this work
Be Bad but Look Good: Can Controversial Industries Enhance Corporate Reputation Through CSR Initiatives?Claudio Aqueveque, Pablo Rodrigo & Ignacio J. Duran - 2018 - Business Ethics: A European Review 27 (3):222-237.
Does It Really Pay to Be Good, Everywhere? A First Step to Understand the Corporate Social and Financial Performance Link in Latin American Controversial Industries.Pablo Rodrigo, Ignacio J. Duran & Daniel Arenas - 2016 - Business Ethics: A European Review 25 (3):286-309.
How Does Corporate Social Responsibility Engagement Influence Word of Mouth on Twitter? Evidence From the Airline Industry.Tam Thien Vo, Xinning Xiao & Shuk Ying Ho - 2019 - Journal of Business Ethics 157 (2):525-542.
Instrumental and/or Deliberative? A Typology of CSR Communication Tools.Peter Seele & Irina Lock - 2015 - Journal of Business Ethics 131 (2):401-414.
How Does Environmental Corporate Social Responsibility Matter in a Dysfunctional Institutional Environment? Evidence From China.Zelong Wei, Hao Shen, Kevin Zheng Zhou & Julie Juan Li - 2017 - Journal of Business Ethics 140 (2):209-223.
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