Proceedings of 23rd International Business Research Conference
18 - 20 November, 2013, Marriott Hotel, Melbourne, Australia, ISBN: 978-1-922069-36-8
The focus on corporations has been more than just tarnished by the global economic events and hardships of the past few years (Shaick, 2011).
The premise of this study, that every corporation has a deeper purpose than merely a short-term profit maximization and, crucially, a responsibility to all of its stakeholders, including customers, employees, vendors, investors, and community,is juxtaposed with arguments that customers, external legislation or regulation were the most influential stakeholders behind corporations being involved in positive sustainable practice and activities (Harwood et al. 2011; Barnett, 2007; Pope et al2004; Truscott et al. 2009; Daniels, 2010).
What are communication consultants’ views on how they(may) affect corporations to improve their conscious corporate citizenship?
The aim of this study, to shed light on understanding how communication consultants facilitate socially responsible behaviour and sustainable communication practice with their corporate clients and the nature ofpossible obstacles, follows a qualitative approach involving ten in-depth interviews with senior members of leading communication firms in
Melbourne and Sydney, Australia.
The study follows a systems approach to sustainability as postulated by
Passet, 1979 ; O’Connor, 2006 and Hediger, 2009, that highlights the interdependence of three ‘spheres’ or classes of system: the economic, the social and the environmental.
The findings suggest confusion among consultants on concepts, roles and integration of corporate citizen principles. The study provides a qualitative description and platform from which to begin an investigation into the assessment and measurement of consultants’ contribution to affect corporate social citizenship. This may highlight the importance of this key strategic function and encourage discourse accordingly.
Track: Management
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Dr. Emsie Arnoldi, School Of Media And Communication, Rmit University, Melbourne, Australia,
Email: emsie.arnoldi@rmit.edu.au