Är förpackningen viktigare än innehållet?
en studie av ett alkoholföretags kommunikativa Corporate Social Responsibility arbete och hur dess intressenter upplever det
Aim: The aim of this essay is to study the work of an alcohol company?s (Pernod Ricard) corporate social responsibility and how this work is being communicated to the company?s stakeholders. Furthermore I aim to describe the profile of the specific company, in other words how they wish their stakeholders to experience the company. I will then compare this profile with the image of how the interviewed stakeholders actually perceive the corporate social responsibility activities. Are there any differences?Material/Method: Together with literature and document studies, a qualitative method has been used and four focus group interviews with a total of 16 stakeholders have been conducted.Main results: The main results from the focus group interviews showed that the stakeholders appreciated corporate social responsibility work that focuses on the protection of young people. Activities aimed to target these groups generated most positive reactions and are also the activities that bring the stakeholders image closer to the desired profile. Opposite to this, activities seen as most irrelevant and even a little bit lecturing in a negative way are initiatives aimed towards warning and preventing adults from using or receiving information about a product. The more the stakeholders seem to know about an activity the less suspicious they appear to be which should encourage the company to communicate their work.