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| Tekijä: | De Blasio, G.G. |
| Otsikko: | Coffee as a medium for ethical, social, and political messages: organizational legitimacy and communication |
| Lehti: | Journal of Business Ethics
2007 : VOL. 72:1, p. 47-59 |
| Asiasana: | marketing policy public relations social responsibility |
| Kieli: | eng |
| Tiivistelmä: | The paper investigates how Thanksgiving Coffee establishes and maintains its legitimacy with its constituent publics. The organization demonstrates a legitimation strategy addressing social issues and by responding to ethical and political questions. Moreover, Thanksgiving Coffee's policies and communication activities were found to alleviate the social issues to which they were addressed and reinforce perceptions of legitimacy among publics. The study provides an example of how the policies of an organization can have a positive impact on the broader society that it operates in. |
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