The purpose of this study was to find out how Kesko Oy uses CSR-reporting to influence on their corporate reputation. The study concentrates on CSR and sustainability themes on the annual report of 2016 published by Kesko Oy.
The theoretical framework of this study consists of academic research of corporate social responsibility and corporate reputation. The different dimension of CSR (economic, social and environmental) are analyzed, and different perspectives of sustainability are examined. Particularly the characteristics of CSR-reports are explained in the theory section of this study. Also, the theoretical connection between communication and good corporate reputation is represented.
The empirical part of this study was executed with discourse analysis. By using this research method different kind of aspects of the report were analyzed, such as the language, images and rhetorical means. The study showed that Kesko used different kind of strategies in the report to strengthen their good sustainability reputation. The study shows that the strategies used by Kesko aim to generate “pioneer -discourse” and “action-discourse” that effect also on the corporate reputation of the organization. The report published by Kesko pursued to accomplish great corporate reputation that is reliable and credible.