The hypocrisy‐sincerity continuum in corporate communication and decision making
Fassin, Yves Buelens, Marc
Fassin, Yves
Buelens, Marc
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2011-05-03
Journal
Management Decision
Book
Publication Volume
49
Publication Issue
4
Publication Begin page
586
Publication End page
600
Publication Number of pages
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Abstract
Purpose The disconnect between the corporate social responsibility (CSR) rhetoric and the practical reality experienced within companies calls for improved CSR evaluation systems that take into account the hypocrisy content of the firm's communication. The aim of this article is to contribute to the conceptual underpinning of a sincerity/hypocrisy index that positions an organization on a continuum from idealism to cynicism. Design/methodology/approach Starting with the analysis of the reasons for the dissonance between message and reality, the drivers of ethical corporate behavior, the intention of the actors and the intensity of effort and of corporate communication were analysed. Findings The analysis of the reasons for dissonance between message and reality sheds light on the role of communication in the perception of hypocrisy. An underlying model of a sincerity/hypocrisy index is proposed to position the firm on a continuum from idealism to hypocrisy in function of the degree of congruence or dissonance between communication and reality. Practical implications This concept of sincerity index could form a valuable basis for the development of new evaluation instruments for rating agencies, screening institutions and other evaluation bodies. Originality/value The instrument can help management to concentrate on the essence of CSR: the effective implementation of a corporate culture with attention for values and responsible business practices.
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Keywords
35 Commerce, Management, Tourism and Services