Bankers. Do they tell it like it is? Internal communication of corporate social responsibility within the retail banking sector: a comparison of UK German, Indian and Chinese experiences

Sethna, Z. and Schneider, A. 2008. Bankers. Do they tell it like it is? Internal communication of corporate social responsibility within the retail banking sector: a comparison of UK German, Indian and Chinese experiences. in: Proceedings of the Academy of Marketing Annual Conference 2008. Aberdeen Business School, the Robert Gordon University, Aberdeen. 7 - 10 July 2008 Academy of Marketing.

Chapter titleBankers. Do they tell it like it is? Internal communication of corporate social responsibility within the retail banking sector: a comparison of UK German, Indian and Chinese experiences
AuthorsSethna, Z. and Schneider, A.
Abstract

To identify what makes Internal Communication of Corporate Social Responsibility (ICCSR) successful within the Retail Banking Sector (RBS) in Germany and in the UK.

Based on available secondary data and attendance at a number of conferences/seminars, the theoretical background of ICCSR was mapped. Its application in the banking industry was explored by means of four case studies from within the UK and Germany. A content analysis was conducted with the aid of a descriptive framework.

KeywordsCorporate social responsibility, internal communication, retail banking industry, country comparison UK vs. Germany
Book titleProceedings of the Academy of Marketing Annual Conference 2008. Aberdeen Business School, the Robert Gordon University, Aberdeen. 7 - 10 July 2008
Year2008
PublisherAcademy of Marketing
Publication dates
Published2008
ISBN9781901085945

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