Strategic sustainability communication in an environmentally sensitive industry - Case: Neste Oil Renewable Fuels

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Räisänen, Heikki
dc.date.accessioned 2011-11-14T11:23:35Z
dc.date.available 2011-11-14T11:23:35Z
dc.date.issued 2010
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/496
dc.description.abstract Objectives of the study: This study seeks to assess the communication dilemma between the corporate world and its external actors in an environmentally sensitive industry. More specifically, the industry under scrutiny is the renewable fuels business, which faces multiple communicative challenges from multiple directions. This study focused on the strategic communication of renewable fuel raw material environmental issues and sustainable development from the company perspective. The main research question is How can a company operating in an environmentally sensitive, issue-provoking industry strategically communicate its sustainability actions, policies, practices, decisions and goals to its various stakeholders? Methodology and conceptual framework: The study is a single-case study. The primary source of data for this study were 12 semi-structured interviews with managerial-level people at the case company with various responsibilities relating to communication. The secondary source of data were company publications, website and Intranet. The conceptual framework of the study combines several theoretical concepts from strategic communication, corporate social responsibility (CSR), stakeholder and issues management literature streams. The conceptual framework depicts the phenomenon from the interplay between the overall sustainability strategy and sustainability communication strategy; to the dialogue-type communication links between the company and its stakeholders internally and externally; and eventually to the potential outcomes of the communication activity; and their effects on the overall strategy. Findings of the study: The results of the study indicate that the company should build a sustainability communication strategy upon larger underlying strategies, and engage in interaction with the other strategies; to translate the overall sustainability strategy to stakeholders and to inform the overall sustainability strategy of perceptions of the company among the stakeholders. The goal of strategic sustainability communication is to ensure the fulfilment of overall strategic objectives through influencing various stakeholder groups with different emphases. The results also indicate the importance of ensuring employee awareness of sustainability topics in order to increase commitment through identification, but also to prepare the personnel to act as an unofficial communication practitioner outside the company. The company should utilize face-to-face, adapted, and also endorsed sustainability communication with internal and external stakeholders, while bearing in mind the implications of locational and cultural differences. en
dc.format.extent 97
dc.language.iso en en
dc.title Strategic sustainability communication in an environmentally sensitive industry - Case: Neste Oil Renewable Fuels en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Marketing and Management en
dc.contributor.department Markkinoinnin ja johtamisen laitos fi
dc.subject.keyword strategic communication
dc.subject.keyword CSR
dc.subject.keyword sustainability
dc.subject.keyword stakeholders
dc.subject.keyword internal communications
dc.subject.keyword external communications
dc.subject.keyword strateginen viestintä
dc.subject.keyword yritysvastuu
dc.subject.keyword kestävä kehitys
dc.subject.keyword sidosryhmät
dc.subject.keyword sisäinen viestintä
dc.subject.keyword ulkoinen viestintä
dc.identifier.urn URN:NBN:fi:aalto-201111181408
dc.type.dcmitype text en
dc.programme.major International Business en
dc.programme.major Kansainvälinen liiketoiminta fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon yritysviestintä
dc.subject.helecon business communication
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon yhteiskuntavastuu
dc.subject.helecon corporate responsibility
dc.subject.helecon kestävä kehitys
dc.subject.helecon sustainable development
dc.ethesisid 12364
dc.date.dateaccepted 2010-04-20
dc.location P1 I


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