This chapter gives an explication of the way in which the airline industry performs and reports on Corporate Sustainability and Responsibility (CSR). The connected case study (see Chap. 11) uses Air France-KLM as example. It becomes clear that airlines’ attitudes towards CSR depend on their geographic location, business model, and business performance. Their reporting on CSR is generally of lower quality and mainly relates to environmental issues, while social and ethical issues are apparently either considered of lesser importance or are more difficult to operationalise. Concerning the environmental impact, for example, it appears that airlines with a green public image tend to score low on a climate change index. This finding evokes concern that airlines might use CSR reporting mainly for PR purposes. This chapter includes a section on ethical reflection on CSR in the airline industry and concludes that a more fundamental approach to the issue of unsustainable growth of aviation, restricted volume growth, needs active and robust government guidance and cooperation with the airline industry.
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Corporate reputation is becoming increasingly important for firms; social media platforms such as Twitter are used to convey their message. In this paper, corporate reputation will be assessed from a sustainability perspective. Using sentiment analysis, the top 100 brands of the Netherlands were scraped and analyzed. The companies were registered in the sustainable industry classification system (SICS) to perform the analysis on an industry level. A semantic search tool called Open Semantic Desktop Search was used to filter through the data to find keywords related to sustainability and corporate reputation. Findings show that companies that tweet more often about corporate reputation and sustainability receive overall a more positive sentiment from the public.
The purpose of this paper is to conceptualise the extent to which partnerships with non-governmental organisations (NGOs) are a necessity for successful efforts of businesses in the area of corporate social responsibility (CSR). The main findings are based on an analysis of existing literature on NGO typologies and strategies for CSR and illustrated with examples from the Dutch National Research Program on CSR. Based on three different strategies towards CSR, the suggestion is that NGOs tend to become involved in partnerships with companies that have an interest in postponing concrete results, while partnerships with companies that have the potential for the biggest contribution to the ambitions of NGOs have the highest risk of diminishing NGO-legitimacy.
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