Creating effective dialogue about corporate social responsibility

• Autores: Laura Illia, Stelios C. Zyglidopoulos, Stefania Romenti
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 1, 2015, págs. 20-22
• Idioma: inglés
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• Dialnet Métricas: 1 Cita
• Resumen

  • Pushing corporate social responsibility (CSR)-related communications messages at the public can foment mistrust and foster indifference. Given the poor payoff of CSR communications strategies, some companies choose to believe that actions speak louder than words. They strive to do good rather than to expend resources talking about their efforts. Chipotle Mexican Grill Inc., a quick-service restaurant chain based in Denver, Colorado, has never published a CSR report. The company has instead built its reputation for social responsibility on policies such as using antibiotic-free meat. Four suggestions for engaging in a credible CSR dialogue with stakeholders are discussed: 1. Cultivate a balance between controlling and co-creating the dialogue. 2. Work with stakeholders to address their concerns. 3. Facilitate a practical dialogue that is a learning experience for everyone involved. 4. Create platforms that invite stakeholders to influence the implementation of CSR initiatives.