Investigating CSR communication in SMEs: a case study among Danish middle managers

Abstract

This paper seeks to analyse small-and medium-sized enterprise (SME) managers' representations of corporate social responsibility (CSR) and CSR communication in a corporate communication perspective. The basic question is: how strategic is CSR communication in SMEs? Corporate communication and CSR theories are used to establish an ideal typology of CSR concepts informing an analysis of qualitative data in the form of interviews with three middle managers in two Danish SMEs. A CSR communication model published earlier by the authors is challenged from a SME perspective. Results from an Internet-based questionnaire survey of 1071 SMEs pave the way for the analysis. Our analysis shows that SME managers clearly have an inside-out approach to CSR, with a strong emphasis on the internal (corporate culture) dimension. However, SMEs and/or SME managers tend not to communicate externally about the CSR activities of the company. Based on these findings, the paper argues that CSR communication in SMEs is challenged by the global economy and is under revision. The contribution of the paper is to provide an insight into SMEs' present stage in relation to a possible future approach to strategic CSR communication. The paper also reminds us that SMEs have no interest in turning their local and authentic practice into a forced marketing and branding exercise, leaving them with an artificial picture of who they are and strive to be in the future. They should keep on acting locally but force themselves to think globally.

The Promotion of Responsible Tourism Management Through Digital Media

“…The value of their communications lies in their ability to open up lines of dialogue through stories and ideas that reflect their stakeholders' interests (Fieseler & Fleck, 2013;Moreno & Capriotti, 2009;Whelan et al, 2013;Schultz et al, 2013). For these reasons, companies cannot afford to overstate or misrepresent their CSR communications that could ultimately foster positive behaviours or compel remedial action (Etter, 2013;Golob, Podnar, Elving, Ellerup Nielsen, & Thomsen, 2013;Nielsen & Thomsen, 2009;Dawkins, 2005;Lewis, 2003;Manheim & Pratt, 1986). …”

“…Recently, there have been a few studies that have explored the entrepreneurial attitudes on CSR reporting (Font et al, 2012;Nielsen & Thomsen, 2009;Fassin, 2008;Murillo & Lozano, 2006). …”

Information on Corporate Social Responsibility and SME´s Environmental Responsiveness: A Regional Study

“…Later, the study "Communication CSR: talking to people who listen" (APCO, 2004), also highlighted the importance for companies in the transmission of information on SR, an aspect that has subsequently been treated by many authors (Capriotti and Moreno, 2007;Nielsen and Thomsen, 2009, Fisher et al, 2009, Hammann et al, 2009. On the other hand, with the same emphasis on the importance of information, the Organization for Industrial Development Units Nations (2002) developed the report "Corporate social responsibility: implications for small and medium enterprises in developing countries".…”

Unleashing Corporate Social Responsibility Communication for Small Businesses in the Digital Era

“…The enterprises' owners-managers may conduct their business activities with a conscience, as they are truly concerned of responsible and sustainable behaviors (Jenkins, 2006). They frequently do this without referring to the CSR concept at all, and without communicating what they do (Nielsen & Thomsen, 2009;Fassin, 2008). Russo and Tencati (2008) have evidenced the small firms' aptitude toward CSR initiatives.…”