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Corporate Social Responsibility (CSR) Reporting and Seeking Legitimacy of Māori Communities: A Case from Aotearoa New Zealand Energy Sector

Corporate Social Responsibility (CSR) Reporting and Seeking Legitimacy of Māori Communities: A Case from Aotearoa New Zealand Energy Sector
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Author(s): Paul George Holland (Massey University – Aotearoa, New Zealand) and Ozan Nadir Alakavuklar (Massey University – Aotearoa, New Zealand)
Copyright: 2017
Pages: 24
Source title: CSR 2.0 and the New Era of Corporate Citizenship
Source Author(s)/Editor(s): Mark Anthony Camilleri (University of Malta, Malta)
DOI: 10.4018/978-1-5225-1842-6.ch007

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Abstract

The purpose of this study is to understand whether the seeking of legitimacy from Maori communities by Aotearoa New Zealand energy companies is a historical consistent practice or a result of a proposal of privatization. Corporate Social Responsibility (CSR) reports of four different State Owned Enterprises are analyzed longitudinally beginning from 2008 to 2013 with a mixed methods approach. It is found that the NZ energy sector doesn't have a common approach in how it communicates with Maori stakeholders but rather that each organization tailors its interaction with Maori communities based on the circumstances each individual organization is in. The study contributes to research concerning the use of content related to Maori and Maori indigenous values in CSR communication as well as to that research investigating how organizations respond to potential threats to their legitimacy through the use of CSR communication in Aotearoa New Zealand context.

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