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Online communication of CSR by Swedish MNEs: A multiple case study
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Most multinational enterprises face difficulties regarding what and how to best communicate activities related to corporate social responsibility. Therefore, this master thesis addresses the online communication of corporate social responsibility by Swedish multinational enterprises. The purpose is to contribute to the understanding of the way Swedish multinational enterprises reveal messages regarding corporate social responsibility to their international stakeholders while communicating with them online via their websites and social media.

This research is of qualitative nature and follows a multiple case study design. The six Swedish MNEs the Volvo Group, H&M, Atlas Copco, Securitas AB, Svenska Kullagerfabriken, and Svenska Cellulosa AB are included in the sample. Two methods for data collection are combined: online observation of the communication regarding corporate social responsibility on the corporate websites including sustainability reports or alike and in social media as well as qualitative, semi-structured interviews with the employees in charge of corporate social responsibility.

The results indicate that the examined multinational enterprises communicated corporate social responsibility in different ways depending on whether they communicate via their corporate websites, their reports or in social media. This master thesis concludes with practical recommendations for multinational enterprises involved in communication of corporate social responsibility.

Place, publisher, year, edition, pages
2015. , 83 p.
Keyword [en]
Corporate social responsibility (CSR), CSR communication, multinational enterprises (MNEs), online, Swedish, sustainability, website, social media, sustainability report, the Volvo Group, H&M, Atlas Copco, Securitas AB, SKF, SCA
National Category
Business Administration
URN: urn:nbn:se:hv:diva-7923Local ID: EXD951OAI: diva2:846830
Subject / course
Business administration
Educational program
International Business
Available from: 2015-08-20 Created: 2015-08-18 Last updated: 2015-09-15Bibliographically approved

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