For the Panel - Corporate Lobby and Social Responsibility
Firms market and non market strategies are increasingly integrated. Based on qualitative research in a major Dutch bank, our paper shows how market strategies, political lobbying and sustainability are combined to increase market impact and strengthen reputation and political success of the firm. Following Angus-Leppan, Metcalf and Benn 2010 research to CSR leadership at an major Australian bank, we will use Weick’s properties of sensemaking (1995, 2001) to establish interlinkeages between these three activities. We will also establish that a common construct of sustainability among stakeholders is a criterium in successfully increase market impact and reputational gain. At the Panel on Corporate Lobby and Social Responsibility in September 2014, we will present recommendations to be implemented in daily practice.
