Journal of Business Ethics

, Volume 84, Issue 2, pp 137–149 | Cite as

CSR Communication of Corporate Enterprises in Hungary

  • György Ligeti
  • Ágnes Oravecz


Although in core business practice most leaders are aware of the fact that information needs to be acquired from a wide range of sources, decision makers in corporate enterprises seem to forget this and all they do, in most cases, is ask their consumers and potential customers in the course of planning their CSR (Corporate Social Responsibility) activities. There are only few companies where managers refer to ethical principles as an argument for social contribution and the connection between CSR and sustainability is being rarely explored. This article is based on research (interviews and questionnaires), observations and continuous action research carried out by the Kurt Lewin Foundation. The study focuses on the communication of social responsibility since according to our experience in most cases companies undertake causes in order to improve their own image and for marketing reasons. This article concludes that the reason for difficulties in finding the best CSR solutions for enterprises and creating the commitment of their employees for the undertaken cause is that they do not think of CSR as a consequence of ethical core business process, but rather as a separate task they try to complete aiming at short-term results and maximum benefits.


communication public relation ethics management motivation consumers corporate social responsibility 



Corporate Social Responsibility


Non-governmental Organization


Rhetoric and Realities in CSR


Human Resources


Public Relations


Hungarian Forint


National Radio and Television Board


close company


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Castel R.: 2003, From Manual Workers to Wage Laborers. Transformation of the Social Question. New Brunswick, NJ.: Transaction PublishersGoogle Scholar
  2. Collier J., R. Esteban: 2007, Corporate Social Responsibility and Employee Commitment, Business Ethics: a European Review 16:1, 19–33CrossRefGoogle Scholar
  3. Fleishman-Hillard and NLC: 2007, ‹Rethinking Corporate Social Responsibility’, A Fleishman-Hillard/ National Consumers League Study [ – on 16 October 2007]
  4. Friedman, M.: 1970, ‹The Social Responsibility of Business Is to Increase Its Profits’, The New York Times Magazine, September 13Google Scholar
  5. Godfrey P. C., N. W. Hatch: 2006, Researching Corporate Social Responsibility: An Agenda for the 21st Century, Journal of Business Ethics 70:1, 87–98CrossRefGoogle Scholar
  6. Kotler P., N. Lee: 2005, Corporate Social Responsibility. Hoboken, New Jersey: John Wiley & Sons, IncGoogle Scholar
  7. Lukács, R.: 2006, ‹Public opinion polls on corporate social responsibility’ (Közvéleménykutatás a vállalatok társadalmi felelősségvállalásáról), Budapest: Braun & Partners Kft. – Medián – Opinion Poll and Market Research Institute (Medián Közvélemény- és Piackutató Intézet)Google Scholar
  8. Matkó, I.: 2006, ‹CSR, the Hungarian Patient' (CSR, a magyar beteg), M&H London – Budapest: Communications Intelligence Unit. [ – on 15. October 2007]
  9. Morsing M., M. Schultz 2006, Corporate Social Responsibility Communication: Stakeholder Information Response and Involvement Strategies, Business Ethics: a European Review 15:4, 323–338CrossRefGoogle Scholar
  10. RARE: 2006, ‹Rhetoric and Realities: Analysing Corporate Social Responsibility in Europe. CSR in the European Banking Sector: Evidence from a Sector Survey’, A Research Project Within the EU’s Sixth Framework Progamme []
  11. WORLD BANK: 2005, ‹What does Business Think About Corporate Social Responsibility? Part II.’ []

Copyright information

© Springer Science+Business Media B.V. 2008

Authors and Affiliations

  1. 1.Faculty of Social SciencesInstitute of Publication and Communication Research, University of ViennaWienAustria
  2. 2.Kurt Lewin FoundationBudapestHungary

Personalised recommendations