Att skapa förutsättningar för legitimitet i en komplex omvärld - i organisationens roll som socialt ansvarstagande aktör

Abstract

Purpose: The purpose of this master thesis is to explain how organizations, as an actor of corporate social responsibility, can create conditions for legitimacy in a complex world. Method: To address how organizations can create conditions for legitimacy we accomplish qualitative interviews with Communication managers and CSR managers in five Swedish social responsible organizations. Findings: The study shows that corporate social responsible organizations should develop sense-making communication strategies and communication strategies that aim to co-create with stakeholders. This implies that organizations should develop a holistic and sense-making perspective in order to create conditions for legitimacy in a complex society.