Corporate reporting of cross-sector alliances: The portfolio of ngo partners communicated on corporate websites

Michelle Shumate*, Amy O'Connor

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

28 Scopus citations

Abstract

Nongovernmental organization (NGO)-corporate alliances are a strategic type of institutional positioning communication. From a sample of 155 US Fortune 500 corporations and 695 NGOs drawn from corporations' websites, this research examines: (a) the number of NGOs with which corporations communicate alliances; (b) the patterns of communicated alliances that exist between corporations in economic industries and NGOs in social issue industries; and (c) the relationship between corporate stakeholders and the communication of alliances with NGOs in particular social issues. This research tests the propositions of Symbiotic Sustainability Model concerning the number and type of NGO alliances likely to be communicated by corporations. In particular, this research demonstrates that most corporations only communicate alliances with a few NGOs and with one NGO in an issue industry. In addition, the results suggest that corporations in the same economic industry are likely to communicate alliances with different NGOs in the same issue industries. In combination, these findings imply that a small set of social issues are likely to be included in NGO-corporate communication. Exploring this implication, this research reports preliminary findings about communicated alliances between corporations in 11 economic industries and NGOs in 59 social issue industries.

Original languageEnglish (US)
Pages (from-to)207-230
Number of pages24
JournalCommunication Monographs
Volume77
Issue number2
DOIs
StatePublished - Jun 1 2010

Keywords

  • Corporate social responsibility
  • Interorganizational networks
  • Ngo
  • Symbiotic sustainability model

ASJC Scopus subject areas

  • Communication
  • Language and Linguistics

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