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The purpose of this research is to present the findings of a longitudinal case study into the professionalisation of public relations practices and the institutionalisation of corporate social responsibility as a legitimate social and business arrangement. In doing so, there are implications for the dynamic relationship between practices and the professionalisation of public relations.

A qualitative longitudinal study is used to examine the social construction of social responsibility in the Australian banking industry from 1999‐2004 across two levels of analysis – societal expectations as institution, and practices of banking and public relations as action.

The study shows that the case organisations shifted their public relations and communication practices during the period of the study. In response to the demands of publics, there was a central shift from a one‐way perspective where organisations sought to influence and persuade publics of the appropriateness of their actions towards a two‐way perspective where organisations needed to consult, negotiate and engage with publics. In doing so, this study suggests that there was a shift in the profession of how public relations was practiced, but also highlighted the changes to institutional arrangements about the legitimacy of social responsibilities of large organisations.

The study uses an interpretive perspective to understand the role and impact of public relations practice on societal change.

This research examines the role of public relations practice in achieving longer term changes for organisations and society. This contributes a first step towards developing a theoretical understanding of the contribution of public relations practice to organisational success and therefore evaluation.

This paper makes two central contributions. Firstly, institutional theory and the social construction of societal and business standards of legitimacy are used in a public relations context. Secondly, this paper shows the effects of the micro‐level of analysis of public relations practices on the macro‐level of the profession.

The purpose of this paper is to examine European Union (EU) industrial relations in their development over time. It describes and analyzes their main constituent parts, which are deployed along four interlinked institutional dimensions: tripartite concertation; cross-industry social dialogue; sectoral social dialogue; and employee representation and negotiation at the transnational company level. The focus lies strictly on the emerging EU layer of industrial relations, which is common to the different Member States and not on comparative European industrial relations.

The paper is conceptual in nature. It considers the differences and mutually interdependent legal and political processes, policies and institutions between EU industrial relations and national industrial relations.

The findings substantiate that EU industrial relations constitute an incomplete but perfectly traceable transnational reality distinct from industrial relations in the Member States. EU industrial relations are not to supersede but to supplement national industrial relations. Neither the EU institutional framework nor the European social partners have the mandate, legitimation or desire to perform a more ambitious role.

More empirically oriented research would further support the findings in the paper.

The paper presents a conceptual review based on a comprehensive and critical reading of the literature on EU industrial relations. It also puts labor strategies at the forefront of the analysis in corporate relocation.

This paper highlights the opportunity to investigate relations between the marketing and sales departments of fast moving consumer goods (FMCG) companies. Drawing on empirical results from social psychology, the authors develop a framework for exploring the social psychological causes and effects of intergroup relations in FMCG marketing. This conceptual model integrates two social psychological theories, the realistic group conflict theory, and the social identity theory. As a development to previous applications of these theories, the model extends beyond the social psychological effects of intergroup relations to consider the implications for organizational effectiveness. A number of research propositions to guide future research are also developed, and the paper concludes with a discussion of managerial and future research implications.

The purpose of this paper is to explore how internal public relations practices (e.g. internal communication and relationship management strategies) enhance employees’ organizational social capital in the Korean context by examining the mediation roles of employee-organization relationships.

The researcher then recruited 23 field research assistants to collect data from 23 organizations in South Korea. For the purpose of this study, the researcher trained each of the research assistants, kept the confidentiality of each research participant, and used common methods of data collection. After this training process, the research assistants distributed an online link and encouraged employees in 23 organizations to participate in this survey. From these 23 organizations, 287 participants completed the survey. However, the authors had to delete 11 invalid responses. Consequently, the authors used a total of 276 responses to analyze the data.

The results of this study showed that two-way and symmetrical internal communication strategies were associated positively with employee-organization relationships and organizational social capital. Additionally, satisfaction and control mutuality had mediating effects on the relations between internal communication strategies and organizational social capital.

These results contribute to expanding the functions of internal public relations practices into organizational social capital.

The purpose of this paper is to investigate the impact paths of the social capital and the effects of microfinance in rural China, and address effective methods to enhance the effects of microfinance for rural China.

Using a structural equation model with survey data from 350 rural households in China, this paper analyzes empirically whether greater level of social sanctions and social relations caused more tangible effects of microfinance, and whether tangible effects of microfinance are associated with social capital formation of households.

The results indicate that social capital promotes the effects of microfinance and the process of providing microfinance service is also the process of building social capital. Moreover, social sanctions diminish the effects of microfinance while social relations boost them and enhance the effects of microfinance that can encourage social capital formation. Results also show that a reverse causal relationship exists between social sanctions and social relations.

The empirical results imply that actively utilizing and creating social capital is vital to improve the effects of microfinance, and microfinance institutions (MFIs) should concentrate more on harmonious social relations and deliberately build social capital.

These findings imply that actively utilizing and creating social capital is vital to improve the effects of microfinance, and the MFIs should concentrate more on harmonious social relations and deliberately build social capital to enhance the effects of microfinance while prudently use social sanctions.

Enhancing the effects of microfinance, while prudently using social sanctions, increases households income.

This paper originates to investigate the links between the social capital and the effects of microfinance in a mutual way, and the results urge more attentions on the harmonious social relations which have been ignored to enhance the effects of microfinance.

The time is right for renewed and updated attention to the relationship between public relations (PR) and human resources (HR) departments in the context of corporate social responsibility (CSR) and sustainability. For too long, conflict between the two practice areas has obscured opportunities for collaboration which benefits organizations and stakeholders. This chapter offers theoretical underpinnings for examining an interdepartmental, cross-unit working relationship between HR and PR – and advances a vision for why it is needed now.

The study this chapter reports focuses on how network theory contributes to the understanding of the internationalization process of SMEs and measures the effect of network capability on performance in international trade and has three research objectives.

The first objective of the study relates to providing new insights into the international market development activities through the application of a network perspective. The chapter reviews the international business literature to ascertain the development of thought, the research gaps, and the shortcomings. This review shows that the network perspective is a useful and popular theoretical domain that researchers can use to understand international activities, particularly of small, high technology, resource-constrained firms.

The second research objective is to gain a deeper understanding of network capability. This chapter presents a model for the impact of network capability on international performance by building on the emerging literature on the dynamic capabilities view of the firm. The model conceptualizes network capability in terms of network characteristics, network operation, and network resources. Network characteristics comprise strong and weak ties (operationalized as foreign-market entry modes), relational capability, and the level of trust between partners. Network operation focuses on network initiation, network coordination, and network learning capabilities. Network resources comprise network human-capital resources, synergy-sensitive resources (resource combinations within the network), and information sharing within the network.

The third research objective is to determine the impact of networking capability on the international performance of SMEs. The study analyzes 11 hypotheses through structural equations modeling using LISREL. The hypotheses relate to strong and weak ties, the relative strength of strong ties over weak ties, and each of the eight remaining constructs of networking capability in the study. The research conducts a cross-sectional study by using a sample of SMEs drawn from the telecommunications industry in Ireland.

The study supports the hypothesis that strong ties are more influential on international performance than weak ties. Similarly, network coordination and human-capital resources have a positive and significant association with international performance. Strong ties, weak ties, trust, network initiation, synergy-sensitive resources, relational capability, network learning, and information sharing do not have a significant association with international performance. The results of this study are strong (R2=0.63 for performance as the outcome) and provide a number of interesting insights into the relations between collaboration or networking capability and performance.

This study provides managers and policy makers with an improved understanding of the contingent effects of networks to highlight situations where networks might have limited, zero, or even negative effects on business outcomes. The study cautions against the tendency to interpret networks as universally beneficial to business development and performance outcomes.

The purpose of this paper is to investigate “embeddedness” of business relationships within social relationships of Danish farmer investors (DFI) concerning agricultural investment and expansion abroad.

Based on a survey of 61 DFIs operating abroad, information is elicited regarding their organisational network connections in terms of business and social relationships to other DFIs also operating abroad.

Results indicate that cooperation and received and given advice are positively related to social ties, whereas competition is negatively related, thereby supporting the idea that business relationships are embedded in social relationships. This implies that actors may behave less cooperatively in new institutions where they compete for scarce resources.

This paper assesses what happens when farmers change from the stable Danish environment to a foreign one. Will they be still cooperating with each other or they will adjust to the new institutions?

This chapter develops a sketch of a critical social ontology and contrasts it to a theory of sociality as presented in the work of Michael Brown. I argue that the ontology of our social forms requires categories for understanding them descriptively, functionally as well as in evaluative terms. I contend that a theory of power is needed for an understanding of the ontology of our social forms and that this can contribute to the construction of a more critical social ontology. I argue that a critical social ontology is a more attractive and satisfying paradigm for critical theory than current post-metaphysical approaches that emphasize discourse, recognition or other neo-Idealistic aspects of human sociality.