Naslov
An exploratory analysis of corporate social responsibility reporting in US pharmaceutical companies

Autori
Lori Cook ; Helen LaVan ; Ivana Zilic ;

Izvornik
Journal of communication management (London) (1363-254X) 22 (2018), 2; 197-211

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
CSR, Organizational identity, Organizational communication, Corporate communication, Corporate social responsibility

Sažetak
Purpose – The purpose of this paper is to compare “how we see ourselves” vs “how others see us” when communicating corporate social responsibility (CSR) activities in US pharmaceutical companies. Design/methodology/approach – Data were collected as follows: CSR reports from the companies themselves and Business Press reports from the Lexis-Nexis database. NVivo content analysis was used to compare CSR communication by companies and the Business Press. This analysis was comprised of almost 10 million words. Comparisons of Carroll’s framework, including the economic, legal, ethical, and philanthropic categories between CSR reports and the Business Press, were done. Additional analysis was done to discern individual, organizational, and societal patterns of communications. Return on assets was computed for companies that have formal CSR reports and those that do not. Findings – The analysis of documents containing almost 10 million words allowed the following conclusions: companies communicate more about their economic and philanthropic activities, and the Business Press communicates more about their legal and ethical activities. The companies and the Business Press communicated similarly about individual CSR. The organization communicated more about organizational topics, and the Business Press communicated less about societal topics. Originality/value – This paper makes both substantive and methodological contributions. Its substantive contribution allows an understanding of what pharmaceutical companies need to do to fully communicate their CSR activities. Its methodological contribution is in suggesting that content analysis be used in understanding communication patterns. A levels of analysis approach allowed the discernment of individual-oriented, organizational, and societal-oriented communication patterns

Izvorni jezik
Engleski

POVEZANOST RADA