|Chapter title||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|
|Authors||Sethna, Z. and Schneider, A.|
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.
|Keywords||Corporate social responsibility, internal communication, retail banking industry, country comparison UK vs. Germany|
|Book title||Proceedings of the Academy of Marketing Annual Conference 2008. Aberdeen Business School, the Robert Gordon University, Aberdeen. 7 - 10 July 2008|
|Publisher||Academy of Marketing|