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Article
Publication date: 30 May 2018

Agostino Vollero, Maria Palazzo, Alfonso Siano and Domenico Sardanelli

The purpose of this paper is to analyse how service and product-based industries communicate their efforts in corporate social responsibility (CSR) as legitimacy-seeking…

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Abstract

Purpose

The purpose of this paper is to analyse how service and product-based industries communicate their efforts in corporate social responsibility (CSR) as legitimacy-seeking strategies. The service companies are thus compared to product companies in their use of different rhetorical strategies and associated legitimacy approaches on their corporate websites.

Design/methodology/approach

A thematic content analysis of the websites of companies belonging to the Dow Jones Sustainability World Index was conducted, to identify different rhetorical strategies (institutional, political and strategic), each associated with modes companies use to gain legitimacy (cognitive, moral and pragmatic).

Findings

The study shows that service and product companies differ in terms of how they symbolically manage legitimacy. Service companies are less active in communicating CSR in two out of three of the identified rhetorical strategies. Other differences are observable at an industry level.

Practical implications

The study provides an in-depth understanding of legitimacy approaches elicited by online CSR communication. Managers of service companies can benefit from suggestions on how to use CSR content to sustain specific legitimacy strategies.

Originality/value

This study represents a starting point in connecting the ongoing debate on legitimacy theory with different rhetorical CSR approaches. It demonstrates that the seeking of legitimacy is to some extent restrained within the service industry.

Details

The TQM Journal, vol. 30 no. 5
Type: Research Article
ISSN: 1754-2731

Keywords

Book part
Publication date: 17 June 2020

Domenico Sardanelli

Dual marketing, i.e. selling the same product to both consumers and business customers, calls for a rearrangement of companies’ organizational chart. New figures, appointed with…

Abstract

Dual marketing, i.e. selling the same product to both consumers and business customers, calls for a rearrangement of companies’ organizational chart. New figures, appointed with new roles, need to be integrated within the organization. In addition, dual marketers are required new skills by the market, having to learn to blend push and pull marketing techniques. This chapter discusses how the market's imperatives make the dual marketer an on-the-edge figure within the business landscape, able to constantly reinvent herself to keep pace with innovations.

Abstract

Details

Beyond Multi-channel Marketing
Type: Book
ISBN: 978-1-83867-686-5

Content available
Book part
Publication date: 17 June 2020

Abstract

Details

Beyond Multi-channel Marketing
Type: Book
ISBN: 978-1-83867-686-5

Content available
Book part
Publication date: 23 May 2022

Agostino Vollero

Abstract

Details

Greenwashing
Type: Book
ISBN: 978-1-80117-966-9

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