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Mind the Gap - Corporate External Communication in Swedish Food Retail
Uppsala University, Disciplinary Domain of Science and Technology, Earth Sciences, Department of Earth Sciences.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With the rise of Internet and a changing social environment corporations legitimacy has been questioned (see Palazzo and Scherer, 2006). Frauds and scandals, both financial and environmental has put pressure on corporations to communicate their business operations and increase transperancy. Food retail inSweden have had several crises, the most recent the so called horesemeat scandal. This study starts in a literature review and describes some theories in CSR and legitimacy. The aim of the study is to investigate how consistent corporate communication is in regard to legitimacy. A framework adapted from Castello and Lozano(2011) was used to perform a content analysis. CEO statements and sustainability policies has been studied from three Swedish food retailers, Axfood, Coop and ICA. The study argues that there is a high degree of inconsistency in corporate communication when these two documents are analysed. This might indicate that sustainable development has not entered the board rooms in effect. It also indicates that while CEO’s are communicating pragmatic and institutional legitiamacy, the sustainability policies are moving into moral legitimacy.

Place, publisher, year, edition, pages
2013. , 47 p.
Examensarbete vid Institutionen för geovetenskaper, ISSN 1650-6553 ; 132
Keyword [en]
Corporate Social Responsibility, Ethics, Legitimacy, Sustainable development
National Category
Earth and Related Environmental Sciences
URN: urn:nbn:se:uu:diva-208913OAI: oai:DiVA.org:uu-208913DiVA: diva2:655413
Subject / course
Sustainable development
Educational program
Master Programme in Sustainable Development
Geocentrum, Villavägen 16, Uppsala (English)
Available from: 2013-10-11 Created: 2013-10-10 Last updated: 2013-10-11Bibliographically approved

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Claes Hedstrom MSD thesis(3046 kB)526 downloads
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