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a Ms Paulišic MORENA, M.Sc.,
b Dr Golja TEA
CORPORATE GOVERNANCE :
Using CSR as Communication Tool
ABSTRACT
CSR can be used as communication tool because it is pushed from
external environment and influence internal and external
environment. In practice often managers are pointed on internal
communication but communication with external environment
becomes more important and complex every day. The goal of the
paper is to enlighten how the relationship between corporate social
responsibility and corporate communication is important for
enhancing the trust in corporate governance system. The article
contains research analysis from Croatian corporations. Conducted
research has shown a low level of engagement in CSR activities as a
tool of effective corporate communication. Research limitation was
subject matter because managers were not willing to talk about
reputation, ethics and CSR in their corporations. The value of this
paper is based on the uniqueness of the research results about
corporate governance and CSR activities in Croatian corporations.
Keywords: Corporate governance, communication and corporate social responsibility
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