A Study on Organizational Behavior Dimensions That Support Successful Corporate Social Responsibility Initiatives

Cristina Borca, Anca Draghici, Sorin Suciu


The main objective of the paper is to highlight some dimensions related to a responsible behaviour of organizations and the social perception of these aspects. The underlying idea has started from the need to identify the factors of organizational communication that can inflence the social perception of the dimensions of the social responsibility of organizations. The proposed goals were achieved through the longitudinal analysis of statistical data, obtained from four opinion polls conducted during the period 2002–2015 within the organization chosen for the applied research. The dimensions considered for the investigation were image and reputation of the organization; the level of information; awareness of the contribution to environmental issues; aspects of crisis management (incident resolution); confience in the way organizations work; customer satisfaction. All these aspects, characterized by appropriately defied indicators have been constituted as variables of the customer perception equation. Based on the evolution of the dimensions, various conclusions could be generated that highlight the customer’s perception of the organization and its social responsibility behaviour. Based on these fidings, it is necessary, as a fist step in the development of corporate social responsibility strategies, to conduct a customer perception analysis to assess stakeholder support for a variety of social or environmental issues and ultimately substantiate their decision to engage in those initiatives that matter most to them (key initiatives).


organizational behaviour, corporate social responsibility (CSR,) organizational communication, customer perception, stakeholder, public perception

Full Text:



Benn, S., Dunphy, D., and Griffihs, A. (2014), Organizational Change for Corporate Sustainability, Routledge, Abingdon–New York.

Bunget, C. (2018), The role of corporate communication in the perception of social responsibility’s dimensions. Doctoral thesis, Politehnica University of Timişoara, Doctoral School of Engineering.

COM(2001)366 – Not published in the Offiial Journal. Green Paper (2001) – Promoting a European framework for Corporate Social Responsibility COM/2011/0681, available at: http://ec.europa.eu/growth/industry/corporate-social-responsibility_en (accessed: 10 March 2018).

Cristache, N. (2006), “The role of public relations in social responsibility of Romanian enterprises”, Economics and Applied Informatics, no. 1, pp. 15–18.

Debos, F. (2005), L’impact de la dimension ethique dans la strategie de communication de l’entreprise: la necessite d’une communication « responsable », Communication et organisation, vol.26, pp. 92–103.

Du, S., Bhattacharya, C.B., and Sankar, S. (2007), “Reaping relational rewards from corporate social responsibility: The role of competitive positioning”, International Journal of Research in Marketing, vol. 24, no. 3, pp. 224–241.

Elkington, J. (1994), “Towards the sustainable corporation: Win-win-win business strategies for sustainable development”, California Management Review, vol. 36, no. 2, pp. 90–100.

European Commission (2013), Public Opinion in the European Union. Standard Eurobarometer Survey 363. How Companies Inflence Our Society: Citizens’ View, available at: http://ec.europa.eu/commfrontoffie/publicopinion/flsh/fl363_en.pdf (accessed: 10 March 2018).

Initial Opinion Survey of the Population in Timis County (2012), available at: http://www.aquatim.ro/uploads/fies/Studiu%20de%20opinie%20clienti%20Aquatim_03%20iulie%202012.pdf (accessed: 10 April 2018).

Final Opinion Survey of the Population in Timis County (2015), available at: http://www.aquatim.ro/posmediu/wp-content/uploads/2013/03/Aquatim_Studiu-de-opinie-clienti-2015-versus-2012_

POS-Mediu.pdf (accessed: 10 April 2018).

Knowles, V. (2014), “Ever wondered what your peers spend on CSR reporting?”, 2 degrees, 16 July, available at: https://www.2degreesnetwork.com/groups/2degrees-community/resources/

ever-wondered-what-your-peers-spend-csr-reporting/ (accessed: 10 March 2018).

Newcombe, R. (2003), “From client to project stakeholders: A stakeholder mapping approach”, Construction Management and Economics, vol. 21, no. 8, pp. 841–848.

Strahilevitz, M. (2003), “The effects of prior impressions of a fim’s ethics on the success of a causerelated marketing campaign: Do the good look better while the bad look worse?”, Journal of Nonprofit & Public Sector Marketing, vol. 11, no. 1, pp. 77–92.

Sueldo, M. (2016), “The impact of integrated organizational communication on organizational sustainability”, Management of Organizations: Systematic Research, vol. 75, pp. 121–140.

Van Marrewijk, M. (2010), “Strategic orientations: Multiple ways for implementing sustainable performance”, Technology and Investment, vol. 1, no. 2, pp. 85–96.

Van Marrewijk, M., and Werre, M. (2003), “Multiple levels of corporate sustainability”, Journal of Business Ethics, vol. 44, no. 2–3, pp. 107–119.

WCED (1987), Our Common Future: Report of the World Commission on Environment and Development, Oxford University Press, Oxford.

Werbach, A. (2009), Strategy for Sustainability: A Business Manifesto, Harvard Business School Publishing, Boston, MA.

Yoon, Y., Gürhan-Canli, Z., and Schwarz, N. (2006), “The effect of corporate social responsibility (CSR) activities on companies with bad reputations”, Journal of Consumer Psychology, vol. 16, no. 4, pp. 377–390.

DOI: http://dx.doi.org/10.17951/ijsr.2018.7.0.5-13
Data publikacji: 2019-03-02 12:19:57
Data złożenia artykułu: 2018-04-24 18:57:47


Total abstract view - 1051
Downloads (from 2020-06-17) - PDF - 0



  • There are currently no refbacks.

Copyright (c) 2019 Cristina Borca, Anca Draghici, Sorin Suciu

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.