Mette Morsing's presentation from CBS Responsibility Day 2009

2. “ The traditional potency of the family, the church, and the local community suddenly seemed dwarfed by the sway of the giant corporations. This momentous shift in the balance of social forces created a crisis of legitimacy for the large corporation.” Roland Marchand (1998) The Corporate Search for Legitimacy

3. ” Damned if we do. Damned if we don’t.” Anita Roddick on CSR communication in Body Shop’s first non-financial report 1995

5. Company Investors Suppliers Employees Customers Input-model of strategic management:

6. Company Investors Suppliers Employees Customers Governments Political groups Communities Trade associations Stakeholder Model Strategic Management

7. Company Investors Employees Customers Governments Political groups Communities Trade associations Stakeholder Model Strategic Management United Nations 2nd and 3rd tier Suppliers Local authorities Global norms Suppliers

8. ” We have created some of the best conditions in the world for private enterprises. Thus, the individual manager also has a responsibility that the company behaves decently. A responsibility for not cheating to achieve advantages at the cost of others by smart taxation maneuvres, untaxed labour, underpayment of foreign workers or by selling too old meat." – Prime Minister Anders Fogh Rasmussen, New Year’s speach, December 2006 ” To me CSR is not a new thing. Many Danish companies have always been active in taking care of their employees as well as caring about social and environmental consequences. This not only applies to large companies. Smaller companies also have a responsibility” - Minister for Economic and Business Affairs Bendt Bendtsen, June 2005 Prime Minister & Minister of Economic and Business Affairs on CSR

12. CSR The Naturalization of Industry

13. CSR and ”the good life

15. Or … development of more subtle implicit Nordic CSR communication ??

21. CSR shapes positive reputations But CSR disclosure evokes scepticism: ” what are you trying to hide?” ” you could have done much more” The Challenge of the Self-promoter’s Paradox Those who do most, often attract most criticism home | facts & myths | empty promises | write a letter | oppose Scope of Work | stopping IKEA | links | contact