eThesis - Kauppakorkeakoulun sähköiset gradut

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Stakeholder Perceptions of Communication of Corporate Social Responsibility: Case Lappset Group

Objective of the Study

The objective of the study was to explore the stakeholder perceptions concerning communication of corporate social responsibility (CSR) at the case company, Lappset Group Ltd. The target stakeholder group consisted of architects, landscape architects and landscape designers (referred to as architects), who are considered by the case company as important opinion leaders with influence on the client organizations' procurement processes. The study aimed to answer the following main research question and three sub-questions: What are the stakeholder perceptions in Finland, Germany and the Netherlands concerning the following questions?; (1) How do the stakeholders perceive CSR in general?, (2) How do the stakeholders perceive CSR at Lappset Group?, (3) How do the stakeholders perceive CSR communication at Lappset Group?

Methodology and the Analytical Framework

The study utilized a single case study approach and a mixed methods approach. First, a structured pilot interview was performed with a Lappset Group representative and the online CSR publications of the case company were analyzed in order to gather information for the purpose of drafting a survey questionnaire for the stakeholders. The questionnaire consisted of quantitative, Likert-scale format questions and qualitative, optional open-ended questions. The survey questionnaire was sent to 850 respondents belonging to the target stakeholder group and 81 responses were received (10% response rate). The analytical framework of the study was constructed based on the research questions. The framework illustrates (1) the interconnectedness of CSR, CSR communication and strategic CSR, (2) the business- and stakeholder-related influential factors, and (3) the outcomes of CSR.

Findings and Conclusions

The study resulted in three main findings: (1) the stakeholder group of architects has positive perceptions of CSR in general and consider environmental and safety issues the most significant in their work, (2) the architects consider safety and environmental issues well managed by Lappset Group and social, ethical and human rights issues not as well managed, and (3) the architects find that at Lappset Group safety and environmental issues are more extensively communicated than social, ethical and human rights issues. These findings suggest that the case company should improve the CSR communication in three areas: create a separate CSR section on the corporate website, promote the next CSR report and engage more in CSR-related dialogue with the significant stakeholder groups.