Strategic Synergy of CSR
How to strategically influence stakeholder perceptions through the effective selection of corporate communication strategies?
What Should be Considered for the selection of Corporate Social Responsibility, Corporate Ability, and Hybrid Strategies?
- Factors influencing the selection of a corporate communication strategy: a company’s current market status, industry type, and prior reputation
- Importance of a company’s market status and existing associations in strategy choice.
- Impact of industry type on the effectiveness of CA versus CSR strategies.
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Sources
Kim, S. (2011). Transferring effects of CSR strategy on consumer responses: The synergistic model of corporate communication strategy. Journal of Public Relations Research, 23 (2), 218-241.
Kim, S., Park, J-H., & Wertz, E. K. (2010). Expectation gaps between stakeholders and web-based corporate public relations efforts: Focusing on Fortune 500 corporate web sites,” Public Relations Review, 36 (3), 215-221.
Kim, S., & Rader, S. (2010). What they can do versus how much they care: Assessing corporate communication strategies on Fortune 500 websites. Journal of Communication Management, 14 (1), 59-80.