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  3. Reputational link to adoption of reporting standards demands marketing role in reports

Reputational link to adoption of reporting standards demands marketing role in reports

  • Mon Nov 21 05:00:00 UTC 2011
  • News and Publications, Research Brief
  • Sustainability Reporting
This study found that pressures from competitors and the media, combined with a company’s corporate citizenship visibility are important determinants for the adoption of the Global Reporting Initiative guidelines. Because of the external nature of these factors, the researchers suggest a greater role of marketing professionals who are expert at managing reputation and stakeholders.
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