Abstract
Starting from the research assumption that corporate social responsibility (CSR) values cannot be communicated efficiently, if they do not belong naturally to a company’s identity, this paper debates the prospect of applying Rokeach’s Value System (1973) to Continental corporation’s CSR values. Rokeach’s Value System (1973) is used to compare Continental data provided online and establish whether the ideal corporate values presented by the company are similar to the real values, with respect to the CSR values. We base our assessment of the level of integration of CSR into corporate identity on Maon et al.’s integrated model of CSR development (2010). Our analysis reveals that although the Continental corporation works with the CSR concept in a strategic and systematic manner, the set CSR values do not correspond to the real corporate values.
Highlights
Today, the concept of corporate social responsibility, is so widespread, that anyone interested in addressing the topic cannot refrain from wondering about the actions and intentions of companies regarding environment and community protection
The occurrences are first ordered by real values, from high to low frequency of occurrence, as real values are the reference for the other sets of values (Table 7)
Rokeach’s Value System is used to compare three datasets and establish if ideal corporate values presented by the company are similar to the real and corporate social responsibility (CSR) values
Summary
The concept of corporate social responsibility (hereinafter referred to as CSR), is so widespread, that anyone interested in addressing the topic cannot refrain from wondering about the actions and intentions of companies regarding environment and community protection. The way in which CSR is applied by companies is of major importance for their financial future. Both performing on the basis of CSR and communicating it to a wider audience influence the community’s perception about the company (the so-called social license, i.e., accepting or refusing a company by a certain community). There is a general acceptance of the fact that disclosure of CSR-related information brings important financial benefits [1]. In this context, our research strives to answer the following question: How does a company communicate its values in its social responsibility principles?
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