29
Sep

Thursday : 07-10-2010.

Madrid, IE Business School, María de Molina, 7.

Room : D – 101. Hour:  19.00-20.30. 

IE School of Communication (IE University) invites you to the 35th  meeting “Scientists and Professionals in communication”, series 2010-2011, where Laura Illia,  Assistant Professor in Corporate and Business Communication at IE School of Communication  will present in English the results from a research  project developed in collaboration with University of Cambridge and IULM and with the support of Global Alliance entitled “CSR Communication: Exploring cross national differences or global tendencies in Europe”. 

Abstract:  The boost to CSR has been underscored by the numerous studies on how companies implement socially oriented principles and strategies. Management practices with regard to CSR have not yet extensively analyzed how companies communicate their social commitment. The state of the research in this area is poor and addresses mainly the US reality. In order to understand current practices in Europe, we investigated the top 251 companies (in terms of highest revenues) in 11 industries from six European countries—namely, Spain, France, Switzerland, the United Kingdom, Denmark, and Italy. We analyzed what is communicated using a content analysis of companies’ social reports (if available), CSR content within companies’ websites, social advertising, and presence on web 2.0 related to CSR issues. We also interviewed 69 communication or CSR managers within these same companies about their opinions on risks and opportunities in communicating CSR. Results highlight that there is a cross-cultural component on how social issues are communicated by companies from different European countries. The research found that within the Swiss and Danish cultures, the CSR activities by companies was not communicated as it was believed to be sufficiently highlighted in the CSR activities themselves. On the contrary, in the UK, Spain, Italy and France, it was found that the importance of communicating a company’s CSR activities was just as equally important as the CSR activities the company was engaged in. This is in line not only with the need to spread good practices to influence public opinion, but also counter any bad practices that may arise to influence public opinion. These findings reveal how CSR communication across Europe is having a varied impact on image , reputation management and stakeholder dialogue on the issue of CSR. 

Key words: Corporate social responsibility, communication, cultural differences, social disclosure, Europe

Short bio: Laura Illia is an Assistant Professor in Corporate and Business Communication at the IE University (IE School of Communication) and Academic Director of the Master in Corporate Communication at the same University. Her current research focuses on how issues of organizational identity,  social responsibility, and branding are involved in organizational  management and change. Prior to joining IE, she conducted research at the Judge Business School (University of Cambridge) and London School of Economics.  She has a PhD in communication from the University of Lugano, where she worked as researcher at the Institute of Marketing and Corporate Communication. In the same University she got her degree from the Executive Master in Communication Management and her master and bachelor degree in communication. She is a member of the editorial board of Corporate Reputation Review (Palgrave) and Corporate Communication: an international journal (Emerald).  Recently she published a book and various academic articles on themes like identity , the management of change, CSR and branding. Her works are published in journals like Journal of Business Research,  Journal of Applied Behavioral Science,  Corporate Reputation Review, CCIJ,  IJWBR, and others.

PUBLIC LECTURE: “Comunicación de la Responsabilidad Social Corporativa: explorando diferencias culturales o tendencias globales en Europa”

Jueves: 07-10-2010. Madrid, IE Business School, María de Molina, 7. Aula : D – 101. hora:  19.00-20.30. 

La IE School of Communication (IE University)  les invita al 35º encuentro de “Científicos y Profesionales de la Comunicación” ,serie 2010-2011, en el que Laura Illia, Profesora en comunicación corporativa en IE School of Communication presentará  en inglés los resultados de una investigación conducida en colaboración con la Universidad de Cambridge y IULM y con el soporte de Global Alliance intitulada “Comunicación de la Responsabilidad Social Corporativa: explorando diferencias culturales o tendencias globales en Europa”.

Resumen: El  desarrollo de la RSC se reconoce en los numerosos estudios de cómo las empresas implementar socialmente principios y estrategias. Sin embargo la gestión y la practica sobre la RSC no han todavía analizado de manera extensa como las empresas comunican su compromiso social. El estado del arte es pobre y se ocupa principalmente de analizar la realidad de los EEUU. Para entender las practicas de hoy en día en Europa, hemos investigado las principales 251 empresas ( en términos de ingresos) en 11 sectores de seis naciones europeas  – España, Francia, Suiza, Reino Unido, Dinamarca y Italia. Hemos analizado che se comunica a través de una análisis de contenido de los reportes sociales (si presentes), contenido CSR de los sitios web de las empresas, publicidad social, presencia en el web 2.0 relacionado a problemáticas de RSC.  También , hemos  entrevistado 69 managers de comunicación o CSR de estas mismas empresas sobre sus opiniones de los riesgos y oportunidades en comunicar la RSC. Los resultados de la investigación muestran que para los directivos suizos y daneses no es crucial la comunicación de la RSC ya que las acciones de este tipo, por sí mismas, implican compromiso social. Por el contrario, para los directivos del Reino Unido, España, Italia y Francia la comunicación de estas iniciativas es primordial para construir una cultura de RSC en la opinión pública. Estos resultados revelan de qué manera la comunicación de la RSC tiene un diferente impacto en la gestión de los stakeholders, la imagen y la reputación corporativa. 

Palabras clave: Responsabilidad social corporativa, comunicación, diferencias culturales, divulgación social, Europa.

Short bio: Laura Illia es  profesora en Comunicación Corporativa  en IE University y Directora del Master in Corporate Communication en la misma universidad (ES). Antes de entrar en IE, fue investigadora en el Reino Unido (UK) a la  Judge Business School (University of Cambridge) y London School of Economics (University of London). Previamente trabajó en Suiza (CH), en el Institute of Marketing and Communication Management (University of Lugano), en donde obtuvo su doctorado en comunicación. La Dra. Illia centra su investigación en cómo los problemas de identidad,  marca, imagen, reputación y comunicación corporativa están ligados a la gestión y al cambio empresarial. Recientemente ha publicado un libro y varios artículos en revistas internacionales sobre el tema de la identidad, marca y cambio empresarial. Sus trabajos están publicados por ejemplo  en el Journal of  Business Research, IJWBR, Journal of Applied Behavioral Science, Corporate Reputation Review, CCIJ. Es miembro del comité editorial de la publicación Corporate Reputation Review (Palgrave) y Corporate Communication: an internacional Journal (Emerald), y trabaja como  revisora ad-hoc para revistas académicas internacionales como European Journal of Marketing, Journal of Business Ethics.

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