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Corporate Social Responsibility Communication im Kontext globaler Markenstrategien: Ein systematischer Literaturüberblick zum aktuellen Stand der verhaltenswissenschaftlichen Forschung

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  • Meyer, Judith

Abstract

Einhergehend mit der fortschreitenden ganzheitlichen Integration von Corporate Social Responsibility (CSR) in die Geschäftsmodelle und -strategien global agierender Unternehmen wächst die Herausforderung an das Management, ein umfassendes nachhaltiges Unternehmensleitbild zu gestalten. Geprägt von dialogischer Zusammenarbeit mit den unterschiedlichen Stakeholder-Gruppen kommt daher dem Management die Aufgabe zu, die komplexe strategische Nachhaltigkeitskommunikation in Einklang mit den unternehmenseigenen Nachhaltigkeitsbemühungen zu bringen. Vor diesem Hintergrund entwickelte sich besonders in den letzten fünf bis sechs Jahren ein eigener Forschungszweig, der die komplexen Kommunikationsprozesse gesellschaftlich aktiver Unternehmen untersucht. Mit Hilfe einer Meta-Studie unternimmt das folgende Research Paper den Versuch, die bis dato fragmentierten literarischen Veröffentlichungen zum Thema Corporate Social Responsibility Communication (CSRC) inhaltsanalytisch zu clustern und zu diskutieren. Trotz empirischer Forschungsdefizite und unklarer theoretischer Positionen können sechs Forschungsfelder identifiziert werden und somit einer systematischen Aufarbeitung der Literatur Hilfestellung leisten. Hierfür wurden 47 Publikationen aus fachrelevanten einschlägigen Journals begutachtet. Zu erwähnen bleibt, dass dieser Literature Review keinen Anspruch auf Vollständigkeit erhebt, sondern der Schwerpunkt, angepasst an die Thematik der Nachhaltigkeitskommunikation globaler Marken, auf inhaltlich verwandte wissenschaftliche Arbeiten gelegt wurde.

Suggested Citation

  • Meyer, Judith, 2014. "Corporate Social Responsibility Communication im Kontext globaler Markenstrategien: Ein systematischer Literaturüberblick zum aktuellen Stand der verhaltenswissenschaftlichen Forschung," Research Papers on Marketing Strategy 9/2014, Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing.
    • Handle: RePEc:zbw:wuerpm:92014
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    References listed on IDEAS

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    Keywords

    CSRC; CSR-Kommunikation; Literaturüberblick; Corporate Social Responsibility Communication;
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