Browsing Departments by Author "Morsing, Mette"
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Organizational challenges for CSR communication in social mediaEtter, Michael; Morsing, Mette; Castello, Itziar (Amsterdam, 2011)[More information][Less information]
Abstract: Purpose: Social media hold promises for companies to engage with a variety of stakeholders about CSR issues and thereby enhance stakeholder relationships. However, by implementing a social media strategy companies face different constraints. With this paper barriers diminishing stakeholder dialogue in the Web 2.0 are identified. Design and methodology: With a single case in‐depth‐study we analyze the implementation of a communication strategy of a recently launched CSR‐twitter‐account of a European based pharmaceutical company leading in CSR. Data is derived from interviews with four managers with central roles in strategy formulation and implementation. Findings: Five factors diminishing stakeholder dialogue are identified: Lack of resources, unfamiliarity with social media, managerial scepticism, internal guidelines and culture, and external regulations. These barriers prevent basic principles of relationship building online, such as regular updates or conversational human voice. Research limitations: With a single case study the representative value of the results is limited. However, the results give valuable insights into the challenges and concerns management faces when implementing a CSR communication strategy in social media. Practical implications: The results show that organisational constraints have to be addressed in order to implement a successful social media strategy. We therefore argue that corporate communications has to increasingly emphasis organisational aspects. Originality: To date, only little research has been done about CSR communication in social media. Furthermore, the research paper presents highly relevant and new findings by drawing the attention to organizational rooted challenges of corporate communication and strategy implementation. URI: http://hdl.handle.net/10398/8530 Files in this item: 1
Michael_Etter_2_paper.pdf (174.2Kb) -
A Longitudinal Study of Corporate and Organisational Identity DynamicsKjærgaard, Annemette; Morsing, Mette (København, 2005)[More information][Less information]
Abstract: Research on identity has raised attention to the importance for managers to align corporate and organisational identity, and to express those identity features that are central, distinct and enduring to strengthen corporate image and reputation among a variety of stakeholders. Drawing from an extensive data collection from two longitudinal studies in the same organisation, Oticon A/S, this study challenges the advantage of an enduring corporate identity by exploring how the dynamics between an organisation’s corporate identity and its organisational identity unfolded over time. Following a grounded theoretical approach, a process model is developed to show how the strong corporate identity fluctuated from being productive for the alignment of organisational identity and member identification to being counterproductive during a period of ten years. The paper discusses the implications of endurance of a strong corporate identity, and contrary to prior research we suggest that a strong corporate identity may result in member disidentification. We also suggest that a strong enduring corporate identity may impede organisational development, because top management will disappoint external and internal audiences if a corporate identity change is suggested. The paper concludes by encouraging more longitudinal research to advance knowledge about the complex dynamics of interplay between corporate and organisational identity. URI: http://hdl.handle.net/10398/6451 Files in this item: 1
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on the art of duality in learning partnershipsMorsing, Mette; Vendelø, Morten (København, 1995)[More information][Less information]
Now showing items 1-3 of 3