Description
(Text)
Spanning the fields of corporate communication and corporate ethics, this book investigates how companies communicate their ethical stance on their web sites. The study integrates the findings of six case studies, including BellSouth, Lockheed Martin, Ben & Jerry's, McDonald's, Nike and Levi Strauss. This sample offers both typicality and systematic variety, as all of the six companies are in need of presenting themselves as ethical business players but belong to three different ethics paradigms. Despite this variation, their communicative strategies are quite similar regarding content choice, self-presentation, stakeholder address and the hypertextual organization of their messages.
(Table of content)
Contents: Business Ethics vs. Corporate Social Responsibility - The Business-Ethics Paradigm - The Corporate-Social-Responsibility Paradigm - The BE & CSR Paradigm - Cross-Case Analysis.
(Author portrait)
The Author: Irene Pollach is Assistant Professor in the Department of Business English at the Vienna University of Economics and Business Administration in Austria.
