Consistency of CEO behavior in CSR Does it really Matter? Damla Kartal (MSc, U of Amsterdam) Wim J.L. Elving (ASCoR, U of ...
Overview <ul><li>Theoretical background </li></ul><ul><ul><li>TNT post </li></ul></ul><ul><li>Experiment </li></ul><ul><li...
Research introduction <ul><li>RQ: whether the reputation of the firm will be stronger when the CEO acts consistent with th...
Theory: Heider’ Balance theory  (1958) COMPANY EXTENSIVE SUSTAINABILITY PROGRAM CEO DRIVING IN A SPORTSCAR CEO DRIVING HYB...
Fit between communication & action <ul><li>Practice what you preach, or get sceptical responses from stakeholders </li></u...
Experiment <ul><li>Wanted to video Peter Bakker himself, but due to strikes within TNT Post and ethical considerations we ...
Variables <ul><li>Attitude towards the company, before and after the manipulation (=reading the newspaper article) </li></...
Results <ul><li>Attitude towards TNT post, although the lines show a promising trend, not significant (t(124) = -.55, n.s....
Discussion <ul><li>We did not find the results we have hoped to find </li></ul><ul><li>Manipulation with the help of a new...
Future research <ul><li>Replica of this experiment with other respondents (more knowledge about this CEO and/or company) <...
<ul><li>Thank you for your attention </li></ul><ul><li>[email_address] </li></ul><ul><li>W.j.l.elving @uva.nl </li></ul>@W...
Upcoming SlideShare
Loading in …5
×

Session 14, Kartal & Elving

169 views
127 views

Published on

CSR & Employees: The role of human relations

Published in: Technology, Sports
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
169
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Session 14, Kartal & Elving

  1. 1. Consistency of CEO behavior in CSR Does it really Matter? Damla Kartal (MSc, U of Amsterdam) Wim J.L. Elving (ASCoR, U of Amsterdam)
  2. 2. Overview <ul><li>Theoretical background </li></ul><ul><ul><li>TNT post </li></ul></ul><ul><li>Experiment </li></ul><ul><li>Results </li></ul><ul><li>Discussion </li></ul><ul><li>Implications </li></ul>
  3. 3. Research introduction <ul><li>RQ: whether the reputation of the firm will be stronger when the CEO acts consistent with the CSR program of an organization compared to a CEO who does not act accordingly (inconsistent) to the organizations own CSR policies </li></ul>We were triggered by this by an action by TNT post CEO Peter Bakker, who traided his Porsche Sports car for a hybrid car (less energy use, less exhaustion) in line with the PLANET ME program (sustainability) of his organisation.
  4. 4. Theory: Heider’ Balance theory (1958) COMPANY EXTENSIVE SUSTAINABILITY PROGRAM CEO DRIVING IN A SPORTSCAR CEO DRIVING HYBRID!
  5. 5. Fit between communication & action <ul><li>Practice what you preach, or get sceptical responses from stakeholders </li></ul><ul><li>Attribution theory, intrinsic or extensive motives to explain behaviour </li></ul><ul><ul><li>Intrinsic; the CEO is driving a hybrid car, because he really cares about the environment </li></ul></ul><ul><ul><li>Extrinsic; the CEO is still driving his sports car, because he is not really interested in sustainability, but instead he is interested in the gain in reputation by having a CSR program </li></ul></ul>
  6. 6. Experiment <ul><li>Wanted to video Peter Bakker himself, but due to strikes within TNT Post and ethical considerations we choose an experiment including a newspaper article as manipulation </li></ul><ul><ul><li>The original contained the story that he traided his porsche for a hybrid car </li></ul></ul><ul><ul><li>The other condition we altered the original story by asking Bakker about sustainability, but also why he still drove a Porsche sportscar </li></ul></ul>
  7. 7. Variables <ul><li>Attitude towards the company, before and after the manipulation (=reading the newspaper article) </li></ul><ul><ul><li>5 items, based on Bruner & Hensel (1996) and Bae & Cameron (2006) </li></ul></ul><ul><ul><li>7 point Likert scale (strongly disagree – strongly agree) </li></ul></ul><ul><ul><li>Cronbach’s alpha >.89; factor loadings > .78 </li></ul></ul><ul><li>Reputation, before and after </li></ul><ul><ul><li>7 point bipolar (Bae & Cameron, 2006) for instance unreliable/reliable, not genuine/sincere etc. </li></ul></ul><ul><ul><li>Cronbach’s alpha > .73 </li></ul></ul>
  8. 8. Results <ul><li>Attitude towards TNT post, although the lines show a promising trend, not significant (t(124) = -.55, n.s.) </li></ul><ul><li>Also for reputation we did not find significant results due to our manipulation </li></ul>Attitude towards TNT
  9. 9. Discussion <ul><li>We did not find the results we have hoped to find </li></ul><ul><li>Manipulation with the help of a newspaper article maybe not strong enough </li></ul><ul><li>The CEO might be too unknown for our respondents </li></ul><ul><li>Bad timing </li></ul>
  10. 10. Future research <ul><li>Replica of this experiment with other respondents (more knowledge about this CEO and/or company) </li></ul><ul><li>Another type of manipulation (video, audio) </li></ul><ul><li>Another case </li></ul>
  11. 11. <ul><li>Thank you for your attention </li></ul><ul><li>[email_address] </li></ul><ul><li>W.j.l.elving @uva.nl </li></ul>@WimElv @DamlaKartal

×