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Communication in Responsible Business by Roger N. Conaway

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Chapter 3

Stakeholder Communication: Integrated and Strategic

Notably, the spirit of CSR pervades every aspect of … business: the corporate mission, production and packaging, human resources management and importantly, marketing, including its communication strategy.1

Imagine you are the marketing manager incharge of creating a market for an advanced sustainable innovation product. Assume it’s a revolutionary new fair trade coffee. The product is structured in a way that completely reinvests all profits into developing communities of small coffee farmers around the world. Assume further the strategic intent behind this activity is to be an attention-getter. It will signal the company’s commitment to fair trade and will create a strategic product ...

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