BUILDING STAKEHOLDER RELATIONS AND CORPORATE SOCIAL RESPONSIBILITY A SENSEMAKING PERSPECTIVE (H/C)

CORPORATE ATTEMPTS TO PROVIDE INTERPRETATIONS OF BUSINESS AND TO BUILD EFFECTIVE COMMUNICATION WITH STAKEHOLDERS ARE EMBEDDED IN THE PROPER UNDERSTANDING OF LOCAL COMMUNITIES AND THEIR PARTICULAR WAYS OF LOOKING AT BUSINESSES, WHICH IS OFTEN NEGLECTED. BARBARA FRYZEL SHEDS LIGHT ON HOW STAKEHOLDERS PERCEPTIONS OF CORPORATE ENTITIES CAN BE DETERMINED BY LOCALLY SPECIFIC TRENDS AND WHY THERE CAN BE NO GENERALIZATION OF THE CSR STRATEGIC APPROACH TO LOCAL COMMUNITIES. SHE SHOWS THAT LOCAL ENVIRONMENTS CAN BE SIGNIFICANTLY DIFFERENT IN THEIR SENSITIVITY TOWARDS CSR ISSUES. ANALYSIS OF LOCAL COMMUNITIES WHICH INCLUDES LOCATION SPECIFIC DEMOGRAPHIC TRENDS AND THE THE INTERNAL CONSISTENCY OF THE CORPORATE SENSE-MAKING PROCESS IS BECOMING THE CORE OF A NEW OPERATIONAL PARADIGM BEHIND A SUCCESSFUL CSR STRATEGY. THIS BOOK IS A RESEARCH-BASED ACCOUNT ON HOW COMPANIES ENGAGE IN CSR ACTIVITIES, AND HOW THEIR CORPORATE IDENTITY DETERMINES THE WAY IN WHICH THEY PERCEIVE THE STAKEHOLDERS AND IN RESULT