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Talk the walk, or walk the talk: En kvalitativ studie av tre konfektionsföretags externa kommunikation om sitt samhällsansvar.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Talk the walk, or walk the talk : A qualitative study on the external CSR communication of three clothing companies. (English)
Abstract [en]

Following the public exposure of a number of corporate scandals in the 1990s the question of corporate social responsibility (CSR) has been actively debated world-wide.

The purpose of this thesis is to investigate how three Swedish clothing companies, Hennes & Mauritz (H&M), KappAhl and MQ, define, practice and communicate their corporate social responsibility and if the communication can be seen as trustworthy or not. The name of the thesis corresponds to two different ways of looking at communication. Walk the talk means that the communication is based on facts and achievements while talk the walk is the opposite, the company communicates before being able to substantiate what it communicates.

A case study has been conducted on each company. A qualitative content analysis with a critical perspective has been realized on selected documents from the companies' websites, mainly sustainability reports and annual reports. Personal interviews have been conducted with representatives from two of the three companies. An interview has also been conducted with the organizational network CSR Sweden with the aim to get an external perspective on the discussion. The theoretical framework includes theories such as Carroll's CSR pyramid, Freeman's stakeholder theory and various communication theories.

The conclusion is that a successful and trustworthy CSR communication belongs to the walk the talk model. The CSR activities need to be part of the overall business planning with clearly set objectives, and the CSR communication needs to be part of the company's strategic communication planning. For the sake of public debate, stakeholder interest, and ultimately for added brand value, the CSR communication needs to be clear and transparent using the company website and CSR reports as primary communication channels.

Place, publisher, year, edition, pages
2010. , p. 67
Keywords [en]
Corporate Social Responsibility, CSR, sustainability, environment, CSR pyramid, stakeholder theory, business ethics, strategic communication
Keywords [sv]
Corporate Social Responsibility, CSR, företagens samhällsansvar, företagens sociala ansvar, hållbarhet, miljö, CSR pyramid, intressent teori, affärsetik, strategisk kommunikation
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-10597OAI: oai:DiVA.org:lnu-10597DiVA, id: diva2:395343
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Note
Uppsatsen finns tillgänglig för allmänheten genom Institutionen för samhällsvetenskaper vid Linnéuniversitetet.Available from: 2011-02-06 Created: 2011-02-05 Last updated: 2011-02-06Bibliographically approved

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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • Other locale
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Output format
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