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Journal of Business Ethics

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

CSR Communication of Corporate Enterprises in Hungary

  • György Ligeti
  • Ágnes Oravecz
Article

Abstract

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.

Keywords

communication public relation ethics management motivation consumers corporate social responsibility 

ABBREVIATIONS

CSR

Corporate Social Responsibility

NGO

Non-governmental Organization

RARE

Rhetoric and Realities in CSR

HR

Human Resources

PR

Public Relations

HUF

Hungarian Forint

ORTT

National Radio and Television Board

Zrt.

close company

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References

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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

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