Corporate Citizenship and H&M : A case study of business participation in society

Abstract: Previous research based on the concept of corporate citizenship (CC) has shown that its practice has been left relatively unexplored. Despite pertaining to citizenship, its usage in literature and by corporations disregards the theoretical implications of citizenship. This study seeks to apply previous research of CC on a case study of the H&M group. This is done by using metaphors of business participation in society related to the role and behaviour of states and citizens. The analysis utilizes a descriptive classification of CC on corporate publications. The results show that the role of H&M can be contradictory in certain statements. However, the metaphor of the citizen still gives the most accurate description of H&M's role in society.