Two‐way communication strategy on CSR information in China

Hua Chen (PhD candidate doctor at Jiangsu University, China and a Lecturer at the School of Accounting, Nanjing University of Finance and Economics, Nanjing, China)
Haibin Zhang (Associate Professor in the School of Business Administration, Jiangsu University, Zhenjiang, China)

Social Responsibility Journal

ISSN: 1747-1117

Publication date: 2 October 2009

Abstract

Purpose

There is strong reaction between a company and its stakeholders on corporate social responsibility (CSR). The premise is that there should be a valid communication between them. The study researches Chinese situations on one‐way communication between company and stakeholders and builds a model on how to implement strategy on two‐way communication on CSR information between company and stakeholders according to the different characteristic of stakeholders. This paper aims to focus on the issues involved

Design/methodology/approach

On the basis of the analysis on stakeholder's situation using double standards, the study makes future research and builds a valid communication model between company and stakeholders.

Findings

It is found that the company can implement strategy on two‐way communication on CSR information between company and stakeholders according to different stakeholder situations in the Chinese environment. It also benefits a company's CSR performance and stakeholders' decision.

Research limitations/implications

The present study provides a starting‐point for further research on communication between company and stakeholders in the Chinese situation.

Originality/value

The paper hightlights how companies may draw up valid strategy on two‐way communication on CSR information between company and stakeholders in order to gain better performance on CSR action and pursue stakeholders' supports.

Keywords

Citation

Chen, H. and Zhang, H. (2009), "Two‐way communication strategy on CSR information in China", Social Responsibility Journal, Vol. 5 No. 4, pp. 440-449. https://doi.org/10.1108/17471110910995311

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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