Towards contextualising stakeholder relationship indicators for corporate-community relationships
In circumstances that are substantially different from the norm, new ways of thinking about those alternative
contexts are necessary. In the context of corporate governance and corporate social investment (CSI) the
relationship between corporate donors and community organisations is regarded as important, but the
indicators used to describe this relationship need revisiting. The argument in this article is that context-specific
indicators are needed to bring the true nature of the corporate–community relationship to the fore. In addition,
a suggestion is made that such indicators be both rigorous and relevant in describing the relationship. In
an interpretative, qualitative exploration of data from individual interviews it was revealed that well-known
relationship indicators were inadequate to describe the relationship between corporate donors and community
organisations accurately. The article could serve as the first step in reviewing stakeholder relationship indicators
from organisational communication research and adapting these indicators to a specific context.
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