Seduced by their Proactive Image? On Using Auto Communication to Enhance CSR

doi:doi:10.1057/crr.2008.12

Abstract

Could exposure of socially acclaimed values work as a driving force for a company's efforts at implementing CSR? Based on a longitudinal case analysis of the Norwegian office chair manufacturer HÅG's CSR work, this paper shows how branding of social values enhanced the company's CSR work through organizational members efforts to live up to the proactive image. Paradoxically, the proactive CSR image later had a seductive effect on the organization, inhibiting the members in sensing that there was not enough attention on the CSR work.

Keywords:

auto communication, case study, CSR, proactive image, seduction, self-fulfilling effect

Academic Research