1. INTRODUCTION The integration of communication functions in organisations has been discussed for decades, focusing mainly on overlaps between marketing and public relations departments (e.g.

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Purpose-The purpose of this research paper is to conceptually and empirically explore and challenge the dogma of CVI consistency. This is done to nuance the current polarized debate of consistency or no consistency. Design/methodology/approach-A qualitative research strategy is employed in this paper. Specifically, the empirical work rests on an interview study with strategists from 10 different CVI agencies. The interview transcripts are analyzed using template analysis. Findings-In terms of findings, both empirical and conceptual arguments for and against CVI consistency are presented. Many of these arguments rest on conflicting assumptions of CVI communication, CVI authenticity and CVI management, which all influence the debate of CVI consistency. Practical implications-CVI practitioners are presented with a more reflective approach to dealing with consistency and hands on examples for inspiration. Originality/value-This paper offers alternative and more nuanced conceptualizations of CVI consistency. This includes seeing consistency and inconsistency as ends of a spectrum to be balanced rather than mutually exclusive and by differentiating between consistency across platforms and consistency over time-coined CVI continuity. Furthermore, several future research areas that can help to further develop the field of CVI are suggested.

Purpose -Societal developments and stakeholder awareness place responsibility and legitimacy high on corporate agendas. Increased awareness heightens focus on stakeholder relations and dialogue as key aspects in corporate social responsibility (CSR), corporate identity and corporate communication scholarship, but the question remains how can dialogue be initiated and maintained? The purpose of this paper is to establish a framework for conceptualizing dialogue. Design/methodology/approach -Through a review of CSR, corporate identity, corporate communication and stakeholder literature, a framework is developed taking into account the different stakes held by key stakeholder groups, i.e. consumers, investors, employees, non-governmental organization and suppliers. Based on the discursive terms of form and script, we argue that different stakes condition different dialogical types. Findings -The paper argues that the stakeholder orientations of the CSR, corporate identity and corporate communication disciplines can aid in strengthening dialogue. It is thus suggested that dialogue may be strengthened by constructing a framework which links the stakes held by key stakeholder groups to specific dialogue forms and scripts. Practical implications -The practical implication of articulating stakeholder dialogue as scripted interaction is that organizations seeking to engage stakeholders strategically must understand and respect conventions and expectations. Originality/value -The paper's contribution is to expand the notion of dialogue within communication research and to provide organizations with a framework for understanding stakeholder involvement in identity relevant issues of responsibility and legitimacy.

PurposeThe purpose of this paper is to address corporte social responsibility (CSR) as a form of corporate self‐storying that highlights isomorphic processes influencing legitimacy as a key organisational concern.Design/methodology/approachHaving constructed a theoretical framework incorporating CSR and corporate identity literature, the paper draws on a discourse perspective to analyse the legitimation strategies applied by a single organisation storying its CSR involvement. The strategies are subsequently addressed in relation to isomorphic discourses of legitimacy.FindingsThe analysis supports the view that corporate self‐storying of CSR balances between the needs for differentiation and conformity. Organisations thus navigate between the value associated with compliance with societal norms and expectations and the value of promoting organisational uniqueness.Research limitations/implicationsInstitutional processes result in isomorphic organisational practices also in relation to legitimacy reflected in the storying of CSR involvement. However, this study implies that isomorphism also offers organisations opportunities to stand out.Originality/valueThe contribution of the paper is twofold. First, it articulates a framework for addressing CSR communication as a form of corporate self‐storying that is embedded in a differentiation/conformity paradox. Second, it explores how an organisation's extended responsibility – i.e. responsibility for supplier practices – is storied in a way that suggests that addressing legitimacy is a question of navigating the paradox.