The objective of this study is to evaluate the communication of fashion brands’ so-cial responsibility practices and the pervasiveness of the CSR logic in their operations. In contrast to existing speculations, in this paper we empirically support that compa-ny size acts as a switch leading small companies towards no CSR activity (they fly under the radar) and large companies towards a general commitment in CSR activi-ties. Moreover, we propose that the market served (as the combination of business and segment) explains the balance between a pure CSR disclosure (talk) or imple-mentation of CSR strategies and activities (walk).
Flying Under the Radar vs. Walk or Talk: CSR Voluntary Disclosure in the Fashion Industry / Marco, Visentin; Mariachiara, Colucci. - ELETTRONICO. - (2017), pp. 1-5. (Intervento presentato al convegno XIV Convegno Annuale della Società Italiana di Marketing "Il Marketing di successo. Imprese, enti e persone" tenutosi a Università degli Studi di Bergamo nel 26- 27 Ottobre 2017).
Flying Under the Radar vs. Walk or Talk: CSR Voluntary Disclosure in the Fashion Industry
marco visentin;mariachiara colucci
2017
Abstract
The objective of this study is to evaluate the communication of fashion brands’ so-cial responsibility practices and the pervasiveness of the CSR logic in their operations. In contrast to existing speculations, in this paper we empirically support that compa-ny size acts as a switch leading small companies towards no CSR activity (they fly under the radar) and large companies towards a general commitment in CSR activi-ties. Moreover, we propose that the market served (as the combination of business and segment) explains the balance between a pure CSR disclosure (talk) or imple-mentation of CSR strategies and activities (walk).I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
