IKEA and CSR: Like Hand in Glove
Abstract: This paper focuses on why IKEA engages in CSR and what effects this has on strategy and communication. The research is based on IKEA Sweden and the interview scope of the essay consists of top management at IKEA headquarters and top and middle management at two IKEA stores. We established a theoretical framework based on earlier research as well as on theoretical concepts in the CSR field. The results point towards mainly business-oriented motivations for CSR. However, with growing societal expectations on IKEA, legitimacy is increasingly important and so IKEA is on the verge of changing their CSR strategy and CSR communication.
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