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Title: Achieving collaboration with diverse stakeholders - the role of strategic ambiguity in CSR communication
Authors: Scandelius, C
Cohen, G
Keywords: Strategic ambiguity;CSR communication;Sustainability;Stakeholder management;Sustainability program brand
Issue Date: 2016
Publisher: Elsevier
Citation: Journal of Business Research, 69: 9, pp. 3487–3499, (2016)
Abstract: This paper seeks to explore how the concept of strategic ambiguity could have a role in CSR communication to stimulate collaboration with diverse stakeholders. The research is undertaken through a multiple case study in the food and drink value chain in Western Europe. The findings suggest a number of drivers for strategic ambiguity and connect these to active versus passive stakeholder response. Further it advises how strategic ambiguity may be applied in CSR communication both across the wider stakeholder community and to specific stakeholder groups. In theoretical terms, the findings offer an essential advance in communication and stakeholder management practices around CSR philosophies by introducing strategic ambiguity in the format of branding, which could unify diverse stakeholders, stimulate innovation and facilitate collaboration and co-creation. The presented communication framework, by being more universal, offers profitability in not only environmental and social aspects, but also in financial and management terms.
ISSN: 0148-2963
Appears in Collections:Brunel Business School Research Papers

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