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An analysis of CSR online communication.: The case of Shell, ExxonMobil, E-ON and Vestas
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Corporation Social Responsibility (CSR) has been growing in its importance, which makescompanies under great pressure with the handling of CSR and making it a useful managerial tool.This thesis tries to answer the questions of whether the E.ON Group, Vestas, ExxonMobil, andthe Shell Corporation are using the appropriate CSR communication strategies, and whether ornot a company’s relative environmental friendliness affects the CSR communication strategy ofsaid company, and was written to increase our understanding of CSR communication as aconcept. We adopted an inductive stance, with a constructionist, interpretivist point of view, andso decided to perform qualitative research by way of a comparative case study.We then collected our data from the corporate websites of the two companies, and analyzed itaccording to Carroll’s CSR pyramid, Morsing’ theories on stakeholder communication strategy,and the theory on credibility as defined by Greek philosopher Aristotle. Once analyzed, wecompared the data gathered from the two companies to each other in order to draw ourconclusions.In the end, we concluded that E.ON’s and Vestas’ CSR communication strategy are quitelacking, while Shell’s and Exxon’s CSR communication strategy are quite the successes. Thisthen actually seems to answer our second question, as Shell, who is leagues less environmentallyfriendly than E.ON, devotes a lot more focus towards their CSR communication measures.Moreover, it is through our study that we have discovered a lack of academic theories or modelguiding for a successful use of CSR communication.

Place, publisher, year, edition, pages
2010. , 86 p.
Keyword [en]
CSR, communication, website
National Category
Business Administration
URN: urn:nbn:se:umu:diva-39782OAI: diva2:395935
Social and Behavioural Science, Law
Available from: 2011-02-08 Created: 2011-02-08 Last updated: 2011-02-08Bibliographically approved

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