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CORPORATE SOCIAL RESPONSIBILITY  COMMUNICATION from a NETWORK PERSPECTIVE: A Case Study of Peab AB
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem Description: Since there are recognized similarities in the construction industry between relationship building and strategic CSR engaging thus managing and communicating CSR should be evaluated from the industrial network perspective. Close interaction between stakeholders and implemented strategic CSR facilitate to perform successfully and remain competitive when facing challenges in modern construction industry. Peab AB was chosen for the research as one of the leading construction companies in the Nordic region that recently redefined its CSR strategy and now delivering and sharing the vision through entire established network.

Purpose of the research: Sustainable development has become part of the business plans for Swedish construction companies. Therefore it is relevant to research implementation of sustainable dynamics in the Peab’s vision by analyzing their strategic CSR process and how it is communicated to their key stakeholders within complex industrial network.

Research questions:

How is sustainability vision and strategic CSR communicated through Peab’s business relationships within its industrial network?

    • How does the company communicate its CSR strategy within the industrial network?
    • How does the company handle its CSR issues within long-term relationships?

Methods: In this thesis qualitative research method with deductive approach has been used. The empirical findings contain primary data such as interviews with the management of the Peab Group, Peab Grundläggning, Swerock and Leimet. The secondary data sources were academical journals, books, Peab website and its corporate policy, annual & sustainability reports.

Conclusion: By combining traditional industrial marketing theories together with the modern strategic CSR communication, it has been concluded that the sustainability vision and strategic CSR engaged and communicated to the stakeholders through Peab’s industrial network have process kind of nature.  Even though sustainability vision helps Peab to remain successful and competitive in the long run their performance in the industrial network depends highly on close cooperation with the stakeholders. Close interaction and committed relations with partners is one of the ways of handling sustainability aspects in the construction industry.

 

Place, publisher, year, edition, pages
2012.
Keyword [en]
Corporate Social Responsibility (CSR), strategic CSR, CSR communication, construction industry, sustainability, sustainable construction, industrial marketing, network perspective, Peab AB
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-15073OAI: oai:DiVA.org:mdh-15073DiVA: diva2:542017
Presentation
2012-06-08, 09:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-08-15 Created: 2012-07-27 Last updated: 2012-08-15Bibliographically approved

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Citation style
  • apa
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