Department of Management

Anne Ellerup Nielsen

Reporting consistently on CSR: Choosing appropriate discourse strategies

Research output: Contribution to book/anthology/report/proceedingBook chapterResearch

This chapter first outlines theory and literature on CSR and Stakeholder Relations focusing on the different perspectives and the contextual and dynamic character of the CSR concept. CSR reporting challenges are discussed and a model of analysis is proposed. Next, our paper presents the results of a case study showing that companies use different and not necessarily consistent strategies for reporting on CSR. Finally, the implications for managerial practice are discussed. The chapter concludes by highlighting the value and awareness of the discourse and the discourse types adopted in the reporting material. By implementing consistent discourse strategies that interact according to a well-defined pattern or order, it is possible to communicate a strong social commitment on the one hand, and to take into consideration the expectations of the shareholders and the other stakeholders on the other hand. The focus is on the use of discourse types representing different perspectives or argumentation strategies.
Original languageEnglish
Title of host publicationStrategic CSR Communication
EditorsMette Morsing, Suzanne C. Beckmann
Place of publicationKøbenhavn
PublisherDjøf Forlag
Publication year2006
Pages277-296
ISBN (print)8757415870
Publication statusPublished - 2006

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