Corporate Responsibility Reporting on the Consumer Perspective : Case: Coca-Cola Company
Halttunen, Laura; Inkilä, Jani (2014)
Savonia-ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121519857
https://urn.fi/URN:NBN:fi:amk-2014121519857
Tiivistelmä
Abstract
Corporate responsibility and utilising the full potential behind it is a powerful tool for any company. Many companies and organizations have made investigations and reports to enable them to reach this full potential. The purpose of the present research was to study the level of consumer awareness towards corporate responsibility through the role of media channels.
The objective was to study the scope of corporate responsibility from the consumer perspective and provide an association between theories and practical solutions. A further aim was to explain historical roots and the development of the concept, as well as the ideologies behind it and study customers’ awareness about the phenomenon; one important factor being the media.
The theoretical framework is constructed on a literature review consisting of various books, academic and non-academic articles, and online publications. A qualitative interview with 20 participants was used to elicit the consumer viewpoint. Coca-Cola Company’s sustainability and GRI reports and strategies for the 2011-2013 financial years were analysed.
The results indicate that the functional utilization of corporate responsibility requires concrete actions rather than a polished veneer. Consumers are now more aware than they have ever been but they are also heavily influenced by media. A company must place a great emphasis on marketing and/or conveying information to consumers clearly and accurately in order to avoid misconceptions and false interpretations.
Corporate responsibility and utilising the full potential behind it is a powerful tool for any company. Many companies and organizations have made investigations and reports to enable them to reach this full potential. The purpose of the present research was to study the level of consumer awareness towards corporate responsibility through the role of media channels.
The objective was to study the scope of corporate responsibility from the consumer perspective and provide an association between theories and practical solutions. A further aim was to explain historical roots and the development of the concept, as well as the ideologies behind it and study customers’ awareness about the phenomenon; one important factor being the media.
The theoretical framework is constructed on a literature review consisting of various books, academic and non-academic articles, and online publications. A qualitative interview with 20 participants was used to elicit the consumer viewpoint. Coca-Cola Company’s sustainability and GRI reports and strategies for the 2011-2013 financial years were analysed.
The results indicate that the functional utilization of corporate responsibility requires concrete actions rather than a polished veneer. Consumers are now more aware than they have ever been but they are also heavily influenced by media. A company must place a great emphasis on marketing and/or conveying information to consumers clearly and accurately in order to avoid misconceptions and false interpretations.