CSR communication in small and medium‐sized enterprises: A study of the attitudes and beliefs of middle managers
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 8 May 2009
Abstract
Purpose
The purpose of this paper is to examine how corporate social responsibility (CSR) appears and is communicated in small‐ and medium‐sized enterprises (SMEs).
Design/methodology/approach
The paper is based on theory and research on CSR communication in general and in SMEs and a qualitative case study of the attitudes and beliefs of Danish SME managers regarding CSR and CSR communication.
Findings
The case study demonstrates that CSR is primarily considered to be an ethical and moral issue which is isolated from strategic communication including public relations and reputation management. Rather than being a strategic instrument, CSR seems to be rooted in practice and regulated by the personal values and beliefs of managers. It is argued that in principle, SMEs like the ones in the case study which are based on employee commitment and the use of indirect word‐of‐mouth communication with internal and local stakeholders have a fruitful platform for adopting strategic CSR communication. The problem is how they should communicate CSR to their external stakeholders.
Practical implications
This paper provides insights into the social and societal commitment of SMEs and ways in which SMEs can respond to the challenges of communicating CSR more explicitly to external stakeholders.
Originality/value
Attention is paid to the rather complicated balance between CSR communication as window‐dressing and CSR communication as a strategic instrument.
Keywords
Citation
Ellerup Nielsen, A. and Thomsen, C. (2009), "CSR communication in small and medium‐sized enterprises: A study of the attitudes and beliefs of middle managers", Corporate Communications: An International Journal, Vol. 14 No. 2, pp. 176-189. https://doi.org/10.1108/13563280910953852
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited