University of Twente Student Theses
Corporate Advocacy or Corporate Strategy? A Qualitative Study on Examining Organizations' Social Issue Management in an Era of Public Expectations
Frister, Maren (2023) Corporate Advocacy or Corporate Strategy? A Qualitative Study on Examining Organizations' Social Issue Management in an Era of Public Expectations.
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| Abstract: | Purpose: Nowadays, society expects organizations to increasingly position themselves on issues of a sociopolitical nature. Therefore, from a theoretical point of view, the prevailing strategic approach to issue management is expected to shift towards centralizing society. This study aims to complement existing literature on the importance of this shift, focusing on the reasons and ways of corporate involvement in societal issues. Method: Qualitative semi-structured interviews with one expert in issue management and 13 professionals in the fields of public affairs and corporate communications were conducted. Their employers were organizations embedded in branches such as energy and oil, health, and technology with a high impact and visibility in society. The interview sessions ranged between 35 and 60 minutes and encountered questions about the professionals’ subjective perceptions of societal issues, the coordination of these issues in their working environment, and their previous experiences of a particular social issue management activity in the organization they work for. Results: The management of societal issues in various organizations is generally perceived as important, however, the function is not specifically embedded in corporate life. Furthermore, it depends on the connection of the societal issue at hand with the organizational identity and public expectancies towards the company how social issue management is approached; thereby, mainly externally-oriented communicative strategies are applied. The focus on organizations’ strategic objectives is always given attention. Conclusion: This study indicates that companies’ social issue management is not solely based on benevolent and corporate political advocacy motivations. Rather, social issue management can be seen as an extension of organizations’ strategic issue management practice. Keywords: Issue Management, Social Issue Management, Issue Arenas, Corporate Political Advocacy |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/97479 |
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