Managing Mental Standards with Corporate Citizenship Profiles

2011

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 ca…