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Sustainability Nexus Forum

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24-11-2016 | Schwerpunktthema

Interne Treiber von CSR-Publizität: Der Einfluss von Corporate Identity

Authors: Anne Michaels, Michael Grüning

Published in: Sustainability Nexus Forum | Issue 4/2016

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Zusammenfassung

Die vorliegende Studie untersucht empirisch den Einfluss von Corporate Identity auf Publizität im Bereich unternehmerischer Verantwortung/Corporate Social Responsibility (CSR). Unsere Untersuchung basiert auf einer Stichprobe von 498 Unternehmen in Deutschland, die englischsprachige CSR-Informationen veröffentlichen und einen Fragebogen beantworten, der den Grad von CSR-orientierter Corporate Identity misst. Die CSR-Publizität wird mit Hilfe einer automatisierten Inhaltsanalyse unter Anwendung künstlicher Intelligenz ausgewertet. Die Ergebnisse zeigen, dass bestimmte Corporate Identity Dimensionen, die enger mit der Wertschöpfungskette verbunden sind, CSR-Publizität begünstigen, während nach innen gerichtete Corporate Identity Dimensionen eindämmend wirken. Wir demonstrieren, dass die Ausprägung CSR-orientierter Corporate Identity eng mit dem Entwicklungsgrad von CSR im Unternehmen und dem empfundenen Rechtfertigungsdruck verknüpft ist. Unsere Studie unterstützt die Sichtweise, dass eine CSR-orientierte Corporate Identity, welche in der Literatur oft als Luxus erfolgreicher Unternehmen angesehen wird, eine Verbesserung der CSR-Publizität ermöglicht, die wiederum finanzielle und immaterielle Vorteile nach sich ziehen kann.

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Title: Interne Treiber von CSR-Publizität: Der Einfluss von Corporate Identity
Authors: Anne Michaels
Michael Grüning
Publication date: 24-11-2016
Publisher: Springer Berlin Heidelberg
Published in: Sustainability Nexus Forum / Issue 4/2016
Print ISSN: 2948-1619
Electronic ISSN: 2948-1627
DOI: https://doi.org/10.1007/s00550-016-0421-8

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