Sustainable Development in the Internet Corporate Communications of Leading Retailers in Poland

Abstract

This chapter is designed to highlight the role of sustainable development in corporate Internet communications of selected retailers operating in Poland. It provides an overview of key content relating to corporate social responsibility (CSR) available on the websites of retailers analyzed in the study. Key thematic areas connected with corporate sustainable development are usually linked with the CSR strategy. These areas refer to the accountability of the chain as an employer, guarantor of high quality of products, reliable business partner, a member of the local community, and an entity that is taking care of the environment. Conclusions and comments are based on the analysis of the content published on corporate websites of selected retailers and the assessment of how the content is communicated using various marketing tools.

Citation

Domański, T. (2018), "Sustainable Development in the Internet Corporate Communications of Leading Retailers in Poland", Lavorata, L. and Sparks, L. (Ed.) Food Retailing and Sustainable Development, Emerald Publishing Limited, Leeds, pp. 81-97. https://doi.org/10.1108/978-1-78714-553-520181006