CEO letters in CSR reports: oil companies in focus

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi von Berg, Marhaba 2013-12-02T09:16:29Z 2013-12-02T09:16:29Z 2013
dc.description.abstract Objectives of the study: A main challenge in planning CSR communication strategy is how to communicate positive motives of a corporation in its CSR activities and how to decrease stakeholder uncertainty. This study provides an analysis of the CEO letters issued by eight oil companies in their CSR reports. The thesis is an investigation of target stakeholder group and move-structure carried out to determine the communicative purpose of CEO letters in CSR reports of eight oil companies. There will be three research questions employed in this study in regards to CEO letters in CSR reports: (1) What is the target stakeholder group? (2) What is the move-structure? (3) What is the communicative purpose? Methodology and theoretical framework: The data in this qualitative study consisted of eight CEO letters published in CSR reports of international oil companies, a focus group and two semi-structured interviews with experts in the field of CSR communication. Moreover, genre analysis was conducted to analyze the data, which was based on the Bhatia (2004) through which a clear seven step method to genre analysis was utilized. The theoretical framework of the study was based on the literature review, which focused on CSR communication including stakeholder perspective. Findings and conclusions: The analysis reveals that CEO letters are a common feature in CSR reports internationally, which target all stakeholder groups instead of one particular group. The CEO letters included four distinct moves; (1) Title for the letter, (2) Defining CSR / Justifying CSR involvement with a view to changing, (3) Providing a narrative of salient facts (events, operations, figures), (4) Referring to outlook and priorities for the future. Furthermore, the key communicative purposes identified in the study were establishing importance of CSR-related topics, adding credibility to the report and portraying a positive image. Finally, some recommendations for including CEO letters in CSR reports were given. en
dc.format.extent 70
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title CEO letters in CSR reports: oil companies in focus en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Department of Communication en
dc.contributor.department Viestinnän laitos fi
dc.subject.keyword Corporate social responsibility
dc.subject.keyword stakeholder perspective
dc.subject.keyword CSR reporting
dc.subject.keyword international business communication
dc.identifier.urn URN:NBN:fi:aalto-201312058050
dc.type.dcmitype text en
dc.programme.major International Business Communication en
dc.programme.major International Business Communication fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon yritysviestintä
dc.subject.helecon business communication
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon raportit
dc.subject.helecon reports
dc.subject.helecon osakkaat
dc.subject.helecon stakeholders
dc.subject.helecon energiatalous
dc.subject.helecon energy economy
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon öljy
dc.subject.helecon oil
dc.ethesisid 13366 2013-06-14
dc.location P1 I

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