Case study csr communication the authors studied csr

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insight into the work carried out behind the scenes in fashion. Case Study CSR Communication The authors studied CSR communication during a short research project. This included the analysis of fi ve high street fashion retailer websites for evidence of their approach to CSR communication. This study focused on two key areas; The type of information being communicated The method utilised to communicate CSR information In addition to online websites, the in-store consumer experience was also explored for any CSR messages being communicated using visual in-store methods. The project included fi ve high street retailers (company A, B, C D and E), all of which offered a womenswear provision to the UK high street market. The results of the two communication studies (online and in-store) were dis- seminated into a matrix table, where each retailer could be analysed using a number of different criteria. For example on the online study, Company A s website would be examined for evidence of; supplier ethical standards, factory lists, retailer code of conduct, audit process details, minimum wage, freedom of association and supply chain transparency. Companies B, C, D and E would then go through the same process. Connectivity, Understanding and Empathy 77
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During the in-store data collection, the researcher visited each company store in turn, looking for evidence of CSR communication methods. Each of the following methods were analysed, with data recorded accordingly; swing tags, care labels, carrier bags, lea fl ets/magazines, window displays, poster/advertisements and initiatives. The matrix-recording template allowed for the data collected to be categorised in accordance to the individual retailers level of compliance. A three-stage scale was used: Yes, No and To some extent and were visually recorded using colour coded icons to allow the reader to have a quick and easy overview of all the retailer case studies (Fig. 2 ). Further details were also recorded, i.e. the type of CSR information featured on the carrier bags of company X. The matrix also accommodated a short summary of the store to be detailed again taking into consideration the original criteria identi fi ed. Results Online Analysis This process was carried out using the retailer websites and where relevant, cor- responding CSR micro-sites. The data collection process was done from the point of view of the consumer, accessing only information that was attainable by the general public. The criteria developed for the online section, alongside working de fi nitions of the terms were as follows: Supplier Ethical Standards A set of minimum standards of compliance given to suppliers prior to manufacture Factory Lists Speci fi c information given regarding the factories used to manufacture products, i.e. names, location, etc.
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  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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