session 15, bernard
DESCRIPTION
CSR Communication & Business EthicsTRANSCRIPT
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Impact of Socially Responsible Values on Corporate Reputation
Stéphane BernardSylvain Rozès
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Research Question
– Does using ethical values in corporate communication benefit the organization in terms of reputation ?
– Key concepts▪ Corporate communications▪ Values▪ Ethical ideology▪ Image and reputation
– Corporate Communications: « Everything the organization says, does and communicates » (Van Riel and Balmer, 1995)
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Structure of Values (Schwartz and Boehnke, 2004)
Openness to
chan
geSelf-Transcendence
Cons
erva
tionSelf-Enhancement
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
ConformityTradition
Benevolence
Universalism
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Ethical Ideology
– Forsyth (1980) defines a bi-dimensional scale to characterize a person’s ethical ideology:▪ Idealism▪ Relativism
– 4 groups are defined:
relativism
idealism high low
high Situationists
Rejects moral rules; advocates individualistic analysis of each act in each situation; relativistic.
Absolutists
Assumes that the best possible outcome can always be achieved by following universal moral rules.
low Subjectivists
Apparaisals based on personal values and perspectives rather than universal moral principles; relativistic.
Exceptionists
Moral absolutes guide judgments but pragmatically open to exceptions to these standards ; utilitarian.
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Initial Model
corporate communication
corporateactions
corporateculture
emissionof values
perceptionof values
perceptionof actions
corporatereputation
ethicalideology
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Measurement Model
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resultingconservation
resultingself-
-achievement
idealism
relativism
perceived values
ethical ideology
actions
reputation
perceptionof actions
friendliness
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Methodology
– Internet survey – sample size 276 (267 questionnaires retained after initial analyses)
– For each respondent:▪ Measure of personal values and perceived values on a 21-
item proposed by Schwartz, derived from the initial 56-item scale ;
▪ Measure of ethical ideology on Forsyth’s scale (20 items) ;▪ Measure of company reputation on a 49-item scale
suggested by Davies (49 items).
– 8 real-life companies
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Coefficients of the Model
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Structure of Values (Schwartz and Boehnke, 2004)
Openness to
chan
geSelf-Transcendence
Cons
erva
tionSelf-Enhancement
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
ConformityTradition
Benevolence
Universalism
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Ethical Ideology Scale
– Forsyth (1980) defines a bi-dimensional scale to characterize a person’s ethical ideology:▪ Idealism▪ Relativism
– 4 groups are defined:
relativism
idealism high low
high Situationists
Rejects moral rules; advocates individualistic analysis of each act in each situation; relativistic.
Absolutists
Assumes that the best possible outcome can always be achieved by following universal moral rules.
low Subjectivists
Apparaisals based on personal values and perspectives rather than universal moral principles; relativistic.
Exceptionists
Moral absolutes guide judgments but pragmatically open to exceptions to these standards ; utilitarian.
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Conclusion (1/2)
– Significant effects▪ ethical values in corporate messages have a positive effect on company
reputation;
▪ perception of corporate actions has a strong positive effect;
▪ moderating effect of ethical ideology: people with a “strong” ethical ideology will be much more critical of ethical values in communication messages.
– Practical applications to company communications▪ possibility to pre-test corporate communications messages with specific
targets;
▪ standard scales can be used to verify alignment between key corporate elements (internal values, perceived values, actions).
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Conclusion (2/2)
– Limits▪ Sample;
▪ Phrasing of questions.
– Further developments▪ validation with other stakeholders;
▪ better understanding of openness to change vs. conservation as ethical dimension.
– correspondence [email protected]