Integration and Communication of CSR Principles by IKEA. An Analysis of the Influence of and on External Stakeholders

In spite of the rising influence of NGOs, the impact of CSR implementation and communication on NGOs' perceptions and attitudes is rarely evoked. Moreover, empirical studies generally take into account one category of stakeholder at a time, preventing analysts from examining the likely differential impacts of CSR on distinct categories of stakeholders. In this context, this paper proposes (1) to analyze how different external and ubiquitous stakeholders can influence the development of CSR commitments and (2) to assess the impact of CSR commitments and communications on those stakeholders, by using an integrative framework aimed at providing an integrated stakeholder orientation for a step by step implementation of CSR (Maignan et al., 2005). Our analyses are based on an in-depth case study of IKEA and its main stakeholders: trade unions, customers, partner NGOs, organizations having blamed IKEA on CSR matters, local public authorities, organizations protecting small businesses, and specialized organizations dedicated to consultancy, promotion, and monitoring of CSR practices. Because of its continuous pressure on price and sub-contractors from developing countries, IKEA stands in a good position to run up against the sensitivity of alter globalization protesters. But in the same time, IKEA is seldom blamed on its CSR practices. Our results show how stakeholders can influence the development of CSR policies by conveying their societal expectations, by publicly blaming corporate behaviours considered as irresponsible or by entering in a collaborative and constructive relationship with the company. This case study also highlights the complexity of the corporate decisions related to CSR practices and communication, as well as the central role played by scepticism in the construction of CSRbased attitudes towards the company. By not involving stakeholders enough, IKEA's CSR policy is gauged as too unilateral, what leads to a certain stakeholders' scepticism about IKEA's CSR practices. And IKEA is criticized for adopting a low profile in terms of CSR communication.