期刊名称：Electronic Journal of Business Ethics and Organization Studies
印刷版ISSN：1239-2685
电子版ISSN：1239-2685
出版年度：2011
卷号：16
期号：01
页码：13-20
出版社：Business and Organization Ethics Network
摘要：Stakeholder expectations of corporate
responsibility are growing and
thus understanding the dynamics
of expectations is becoming
important for companies. Stakeholder
expectations that are met open
doors for stakeholder favor, whereas
unmet expectations may hinder or
even prevent collaboration. While
all companies are expected to be
responsible enough to keep away
from causing harm to others, a
competitive edge can only be achieved
if the minimum expectations are
exceeded. The paper suggests that
companies can both exceed and
manage stakeholder expectations in
practice by building up a corporate
citizenship profile that gives
direction to their specialization in
responsibility. This niche can be
labeled for example environmental,
cultural or technological corporate
citizenship. The value of such labeling
is that it can make the corporate
responsibility of an individual
company easier to communicate. This
is important, as creating competitive
edge with responsibility sets high
standards for communication,
since stakeholders view messages
concerning responsibility with a great
deal of criticism, or even cynicism.
As good deeds of today tend to
turn into expectations of tomorrow,
meeting stakeholder expectations can
become crucial for company success.
Thus, expectations need to be both
understood and managed.
