eThesis - School of Business electronic theses

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Objective of the Study:

The present Thesis study focuses on investigating government to business stakeholder communication through the Case Entity's - the Finnish National Commission on Sustainable Development(FNCSD)- communication practices with the key stakeholder group of Finnish companies. The research aims to answer how the FNCSD works to communicate to its corporate stakeholders and how its communication is perceived by corporate stakeholders.

Methodology:

The research was conducted as a qualitative single case study with 12 semi-structured, thematic interviews. Two employees from the Secretariat of the National Commission and ten corporate participants were interviewed; the latter ten interviewees represented the different corporate stakeholders of interest to the Finnish National Commission on Sustainable Development.

Findings:

The findings of this study indicate that the FNCSD should take the approach of "showing and telling" to ensure positively perceived communication from the side of corporate stakeholders: explicitly communicating clear messages and presenting concrete value added that stakeholders would get from adhering to the communication. Additionally, the use of strategic intermediaries was highlighted as an important medium to improve dialogue between corporate stakeholders and the FNCSD as well as to enhance the government body's credibility. The study also showed that corporate stakeholders would equate the nature and transparency of the FNCSD's own governance with the nature of its communication. Furthermore, the FNCSD itself struggles in balancing the demands from corporate stakeholders and the expectations from Finnish government regarding the approach to government communication.