Towards contextualising stakeholder relationship indicators for corporate-community relationships

Abstract

In circumstances that are substantially different from the norm, new ways of thinking about those alternative contexts are necessary. In the context of corporate governance and corporate social investment (CSI) the relationship between corporate donors and community organisations is regarded as important, but the indicators used to describe this relationship need revisiting. The argument in this article is that context-specific indicators are needed to bring the true nature of the corporate-community relationship to the fore. In addition, a suggestion is made that such indicators be both rigorous and relevant in describing the relationship. In an interpretative, qualitative exploration of data from individual interviews it was revealed that well-known relationship indicators were inadequate to describe the relationship between corporate donors and community organisations accurately. The article could serve as the first step in reviewing stakeholder relationship indicators from organisational communication research and adapting these indicators to a specific context.