The Paradox of CSR Marketing in Sweden: A comparative analysis of Corporate Social Resposibility marketing between Swedish and American FMCG retailers with a corporate identity perspective
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This study explores the deceptive paradox of communicating Corporate Social Responsibility (CSR). CSR is becoming increasingly important for corporations to engage in so as to be perceived as a socially responsible and respectable organization. While companies are encouraged to engage in CSR activities, they are at the same time discouraged to communicate these activities. The Reputational Institutes survey of the Swedish public in regards to CSR communication also displays that Swedes are more hesitant to welcome CSR communications from companies than compared to the American public. Through a comparative study on fast-moving consumer goods (FMCG) retailers operating in Sweden and the U.S, and an in-depth interview with one Swedish FMCG retailer, the stated CSR activities in each company’s sustainability report were compared to the communication of CSR activities on each company’s Facebook page for the year 2015. Our findings show support for this hesitation towards CSR communication, particularly in Sweden, and that there exist support for the use of the “expert- and endorsed CSR communication process” in Sweden. We also found that the Swedish and the American companies’ sustainability reports contained similar content, yet were communicated in different ways; Swedish companies marketed Strategic CSR activities to a higher extent whilst American companies marketed Promotional CSR activities.
Place, publisher, year, edition, pages
2016. , 54 p.
Corporate Social Responsibility, CSR Communication, Corporate Identity, Reputation Management
IdentifiersURN: urn:nbn:se:hj:diva-30414ISRN: JU-IHH-FÖA-1-20160212OAI: oai:DiVA.org:hj-30414DiVA: diva2:935091
Subject / course
IHH, Business Administration