CORPORATE SOCIAL RESPONSIBILITY AS A BASIS FOR SUCESSFUL ORGANIZATIONAL CRISIS COMMUNICATIONS
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Оригинальность работы 94%
Contents
Introduction. 3
1. Crisis Communications and Corporate Social Responsibility. 6
1.1 Organizational Communications and their connection to CSR and Crisis communications. 6
1.2 Crisis and Crisis Communications. 8
1.3 Crisis and Reputation. 9
1.4 Situational Crisis Communications Theory. 10
1.5 Crisis and Emergency Risk Communication. 12
2. Corporate Social Responsibility. 15
2.1 Corporate Social Responsibility and Brand Reputation. 15
2.2 Corporate Social Responsibility and its Perceived Sincerity. 16
2.3 Corporate Social Responsibility and Crisis Communications Interconnection. 18
3. SPEAKING Grid by Dell Hymes. 20
4. Case Study. 23
4.1 Pfizer case. 23
4.2 Situational Crisis Communication Theory Implementation. 26
4.3 Crisis and Emergency Risk Communication Theory Implementation. 28
4.4 SPEAKING Grid by Dell Hymes Implementation. 31
5. Artificial Case Study Analysis. 36
5.1 Artificial Case Study Design. 36
5.2 Results Interpretation. 39
Conclusion. 43
References. 46
Appendix 1. 53
Appendix 2. 57
Introduction
Nowadays consumers are more and more concerned with the ethical part of an organizational behavior. 87 % of American consumers report choosing a brand associated with ethical behavior. Likewise, 85 % of consumers consider switching from one brand to another if the second one appears to be more socially responsible. 66 % of the respondents have reported boycotting the brand if associated with unethical behavior (Du, Bhattacharya & Sen, 2010). Reputation is crucial for an organization to maintain its customers and conduct productive communications, while customers tend to care more and more about an organization’s stance on social responsibility. If an event threatening organizational reputation occurs, customers are likely to judge an organization based on its previous image and established level of trust to the organization (Coombs, 2004). Thus, we assume that if an organizational CSR stance is perceived as insincere, customers are more likely to refuse giving trust to an organization’s anti-crisis communications in the case of a reputational loss. In this research, we will examine whether CSR perceived sincerity may have an influence on the success or failure of organizational crisis communications.
There are many ways to define Corporate Social Responsibility, yet most of them have agreed on Corporate Social Responsibility (CSR) being an ethical concept underlying the obligation of an organization to develop communities and improve ecology (Klement, 2008). Reputational crisis is an event threatening organizational reputation and undermining consumers’ and/or employees’ trust towards an organization. Crisis communications are communications aimed at softening the adverse consequences of a reputational threat and maintaining high-quality relationships with the customers (Hansen-Norn & Neff, 2007).
The research in the field has shown that an organization’s CSR perceived sincerity could lead to both increased customers’ loyalty and reputational damage depending on whether CSR practices have been communicated successfully to the customers. Brand loyalty raises when an organization’s CSR activities are perceived positively. However, if the customers find CSR activities to serve purely advertising purposes further reputational crisis may occur (Yoon et al, 2006). An organization’s crisis history affects its customers’ perception of a current crisis as well as the organization’s perceived fault in the event causing crisis (Coombs, 2004).
Little is discovered about the way CSR could influence the success or failure of organizational crisis communications in the event threatening an organizational reputation. We presume that CSR initially causing doubt among the customers would inhibit crisis communications and reduce the chances of a successful crisis resolution.
The following research questions are to be answered in the course of the research:
1. What is CSR role in organizational communications?
2. What is Corporate Social Responsibility influence on the success or failure of organizational crisis communications?
3. Does CSR perceived as insincere inhibit the course of crisis communications?
In order to answer the questions, we will analyze the case of an international pharmaceutical company named Pfizer and its CSR activity, as the organization has met the reputation loss and failure of crisis communications. The analysis will be based on the SPEAKING grid, as well as the SCCT and CERC models. Next, we will design a similar artificial case with a set of related questions aimed at understanding the role of pre-crisis CSR communication in the course of crisis communication. This will allow us to determine the influence CSR has on crisis communication and suggest communication strategies that could prevent reputation loss.
As a result, we expect to understand whether inefficient organizational CSR communications could lead to a reputational loss and disruption of the success of an organization’s crisis communications.
It should be highlighted, however, that this research method is limited by the sources of information on the Pfizer case since not all the details of the case can be found in the open access. Questionnaires as a research tool also have their limitations as the choice is often influenced by the factors not expected by the researchers, thus unequivocal and objective questions are to be designed. We must, therefore, admit that CSR perceived sincerity or insincerity is not the only factor influencing success or failure of crisis communications. Thus, it is crucial to take into account other various factors while looking specifically at CSR.
As a result of this research, we expect to understand the nature of the connection between corporate social responsibility and success or failure of crisis communications. We anticipate determining the way perceived sincerity of CSR communication may influence an organization’s reputation during a reputation threatening event. Trust into an organization’s social responsibility is expected to be an asset in the course of crisis communications, creating a positive organizational image and boosting brand loyalty. CSR perceived insincerity, on the other hand, is expected to undermine the success of crisis communications and deteriorate reputation of the organization.
References
Arnold, M. (2001, July 12). Walking the ethical tightrope. Marketing, 17.
Coombs, W. Timothy, and Sherry J. Holladay (2002). Helping Crisis Managers Protect Reputational Assets: Initial Tests of the Situational Crisis Communication Theory. Management Communication Quarterly, vol. 16, no. 2, 165–186.
Benoit, W.L. & Pang, Augustine. (2008). Crisis communication and image repair discourse. Public relations: from Theory to Practice. 245-261.
Blagov, J.E. (2011). Evolutsia Concepcii KSO I Teoriya Strategicheskogo Upravleniya [CSR concept evolution and Strategic Management Theory]. Saint-Petersburg University Journal.
Carroll, J.M. (2004), Letter knowledge precipitates phoneme segmentation, but not phoneme invariance. Journal of Research in Reading, 27: 212-225.
Coombs, W. (2004). Impact of Past Crises on Current Crisis Communication. Journal of Business Communication. J Bus Comm. 41. 265-289.
Coombs, W. Timothy, and Sherry J. Holladay (2009). Communication and Attributions in a Crisis: An Experimental Study in Crisis Communication. Journal of Public relations research, vol. 8.
Coombs, W.(2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corp Reputation Rev, 10, 163–176.
Dahlsrud A. (2008). Corporate Social Responsibility and Environmental Management Corp. Soc. Responsib. Environ. Mgmt. 15, 1–13.
Dawkins J. (2004). Corporate responsibility: The communication challenge. Journal Of Communication Management, Vol. 9, 2 108-119.
Du, S., Bhattacharya, C. B., Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews.
Edinger-Schons, L.M., Lengler-Graiff, L., Scheidler, S. et al. (2019). Frontline Employees as Corporate Social Responsibility (CSR) Ambassadors: A Quasi-Field Experiment. J Bus Ethics. 157, 359–373.
Etana A. (2014). Critical Theory Of Communication In Organizations: A Meticulous Discussion. Addis Ahaba University.
Fein, S. Hilton, J. (1994). Judging others in the shadow of suspicion. Motivation and Emotion 18(2): 167-198.
Fishman D.A. (1999). ValuJet flight 592: Crisis communication theory blended and extended. Communication Quarterly Journal, vol. 47, Issue 4.
Fitzpatrick, A.R. and Yen, W.M. (1995), The Psychometric Characteristics of Choice Items. Journal of Educational Measurement, 32: 243-259.
Griffin, E. (2011). A First Look at Communication Theory. The MC Graw-Hill Companies.
Hansen-Norn, T.L., Neff, B.D. (2008). Public relations: from theory to practice. Boston: Pearson.
Haskins B. (2007). Trovan Statement May 2007. URL: https://www.pfizer.com/sites/default/files/news/trovan_statement_may292007.pdf. Accessed: 7.03.2020.
Hymes, D. (1972). Models of the Interaction of Language and Social Life.
Hymes, D. (1974). Foundations in Sociolinguistics: An Ethnographic Approach. Philadelphia. University of Pennsylvania Press, 53-62.
Jahdi, K.S., Acikdilli, G. (2009). Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding? J. Bus Ethics 88, 103–113.
Jamali, D., Mirshak, R. (2007). Corporate Social Responsibility (CSR): Theory and Practice in a Developing Country Context. J Bus Ethics 72, 243–262.
Lang H. & Lundgren S. (1994). Competition, long run contracts and internal inefficiencies in firms. European Economic Review, vol. 38, issue 2, 213-233.
Makeev, V.A. (2011). Korporativnayia Kultura i Socialnayia Otvetstvennost’ v Upravlenii Organizatsiei [Corporate Culture and Social Responsibility in Organizational management]. Military University Journal.
Medicine Safety| Pfizer.com. URL: https://www.pfizer.com/products/patient-safety. Accessed 7.03.2020
Miller K. (2011). Organizational Communication Theory. Wadsworth Cengage Learning.
Moon-Kyung Cha, Youjae Yi, Richard P. Bagozzi. (2015). Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty. 235-249
Nigeria sues drugs giant Pfizer| BBC. (2007). URL: http://news.bbc.co.uk/2/hi/africa/6719141.stm. Accessed: 9.03.2020.
Persikova T. Mezkulturanya communicatsiai i corporativmaya cultura. [Intercultural communication and corporate culture].
Petrenko, O.V., Aime, F., Ridge, J. and Hill, A. (2016). Corporate social responsibility or CEO narcissism? CSR motivations and organizational performance. Strat. Mgmt. J., 37: 262-279.
Pfizer Faces Criminal Charges in Nigeria| Washington Post. (2007). URL: https://www.washingtonpost.com/wpdyn/content/article/2007/05/29/AR2007052902107.html. Accessed: 7.03.2020.
Pfizer Finalizing Settlement In Nigerian Drug Suit| Forbes. (2009). URL: https://www.forbes.com/2009/04/03/pfizer-kano-trovan-business-healthcare-settlement.html#644a7b3926f9 Accessed: 5.03.2020.
Pfizer pays out to Nigerian families of meningitis drug trial victims| The guardian. (2011). URL: https://www.theguardian.com/world/2011/aug/11/pfizer-nigeria-meningitis-drug-compensation. Accessed: 7.03.2020.
Pfizer, Kano State Reach Settlement of Trovan Cases| Pfizer.com. (2009). URL: https://www.pfizer.com/news/press-release/press-release detail/pfizer_kano_state_reach_settlement_of_trovan_cases. Accessed: 9.03.2020.
Pfizer: Nigeria drug trial victims get compensation| BBC. (2011). URL: https://www.bbc.com/news/world-africa-14493277. Accessed: 9.03.2020.
Podnar, K. (2008). Guest Editorial: Communicating Corporate Social Responsibility. Journal of Marketing Communications, 75-81.
Reynolds, Barbara & Seeger, Matthew. (2005). Crisis and Emergency Risk Communication as An Integrative Model. Journal of health communication. 10. 43-55.
Sturges, D. L. (1994). Communicating through Crisis: A Strategy for Organizational Survival. Management Communication Quarterly, 7(3), 297–316.
Trovan Fact Sheet| Pfizer.com. URL: https://www.pfizer.com/files/news/trovan_fact_sheet_final.pdf. Accessed: 7. 03.2020
Trovan, Kano State Civil Case – Statement of Defense| Pfizer.com – Statement of Defense. Pfizer.com.(2007).URL:https://www.pfizer.com/files/news/trovan_statement_defense_summary.pdf. Accessed: 7.03.2020.
Tyler, T. R. (1997). The Psychology of Legitimacy: A Relational Perspective on Voluntary Deference to Authorities. Personality and Social Psychology Review, 1(4), 323–345.
Vanhamme, J. and Grobben, B. (2009). Too Good to be True! The Effectiveness of CSR History in Countering Negative Publicity. Journal of Business Ethics. Vol.85, supplement 2, pp. 273-283
WikiLeaks cable: Pfizer hired investigators to dig dirt on Nigerian AG| CNN. (2010). URL: http://edition.cnn.com/2010/US/12/09/wikileaks.nigeria/?hpt=T2. Accessed 7.03.2020.
WikiLeaks cables: Pfizer 'used dirty tricks to avoid clinical trial payout'| The Guardian. (2010). URL: https://www.theguardian.com/business/2010/dec/09/wikileaks-cables-pfizer-nigeria. Accessed: 7.03.2020.
Yoon, Y., Gürhan‐Canli Z., Schwarz N. (2008). The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations. Journal of Consumer Psychology, vol. 16, issue 4, 377-390.
Оригинальность работы 94%
Contents
Introduction. 3
1. Crisis Communications and Corporate Social Responsibility. 6
1.1 Organizational Communications and their connection to CSR and Crisis communications. 6
1.2 Crisis and Crisis Communications. 8
1.3 Crisis and Reputation. 9
1.4 Situational Crisis Communications Theory. 10
1.5 Crisis and Emergency Risk Communication. 12
2. Corporate Social Responsibility. 15
2.1 Corporate Social Responsibility and Brand Reputation. 15
2.2 Corporate Social Responsibility and its Perceived Sincerity. 16
2.3 Corporate Social Responsibility and Crisis Communications Interconnection. 18
3. SPEAKING Grid by Dell Hymes. 20
4. Case Study. 23
4.1 Pfizer case. 23
4.2 Situational Crisis Communication Theory Implementation. 26
4.3 Crisis and Emergency Risk Communication Theory Implementation. 28
4.4 SPEAKING Grid by Dell Hymes Implementation. 31
5. Artificial Case Study Analysis. 36
5.1 Artificial Case Study Design. 36
5.2 Results Interpretation. 39
Conclusion. 43
References. 46
Appendix 1. 53
Appendix 2. 57
Introduction
Nowadays consumers are more and more concerned with the ethical part of an organizational behavior. 87 % of American consumers report choosing a brand associated with ethical behavior. Likewise, 85 % of consumers consider switching from one brand to another if the second one appears to be more socially responsible. 66 % of the respondents have reported boycotting the brand if associated with unethical behavior (Du, Bhattacharya & Sen, 2010). Reputation is crucial for an organization to maintain its customers and conduct productive communications, while customers tend to care more and more about an organization’s stance on social responsibility. If an event threatening organizational reputation occurs, customers are likely to judge an organization based on its previous image and established level of trust to the organization (Coombs, 2004). Thus, we assume that if an organizational CSR stance is perceived as insincere, customers are more likely to refuse giving trust to an organization’s anti-crisis communications in the case of a reputational loss. In this research, we will examine whether CSR perceived sincerity may have an influence on the success or failure of organizational crisis communications.
There are many ways to define Corporate Social Responsibility, yet most of them have agreed on Corporate Social Responsibility (CSR) being an ethical concept underlying the obligation of an organization to develop communities and improve ecology (Klement, 2008). Reputational crisis is an event threatening organizational reputation and undermining consumers’ and/or employees’ trust towards an organization. Crisis communications are communications aimed at softening the adverse consequences of a reputational threat and maintaining high-quality relationships with the customers (Hansen-Norn & Neff, 2007).
The research in the field has shown that an organization’s CSR perceived sincerity could lead to both increased customers’ loyalty and reputational damage depending on whether CSR practices have been communicated successfully to the customers. Brand loyalty raises when an organization’s CSR activities are perceived positively. However, if the customers find CSR activities to serve purely advertising purposes further reputational crisis may occur (Yoon et al, 2006). An organization’s crisis history affects its customers’ perception of a current crisis as well as the organization’s perceived fault in the event causing crisis (Coombs, 2004).
Little is discovered about the way CSR could influence the success or failure of organizational crisis communications in the event threatening an organizational reputation. We presume that CSR initially causing doubt among the customers would inhibit crisis communications and reduce the chances of a successful crisis resolution.
The following research questions are to be answered in the course of the research:
1. What is CSR role in organizational communications?
2. What is Corporate Social Responsibility influence on the success or failure of organizational crisis communications?
3. Does CSR perceived as insincere inhibit the course of crisis communications?
In order to answer the questions, we will analyze the case of an international pharmaceutical company named Pfizer and its CSR activity, as the organization has met the reputation loss and failure of crisis communications. The analysis will be based on the SPEAKING grid, as well as the SCCT and CERC models. Next, we will design a similar artificial case with a set of related questions aimed at understanding the role of pre-crisis CSR communication in the course of crisis communication. This will allow us to determine the influence CSR has on crisis communication and suggest communication strategies that could prevent reputation loss.
As a result, we expect to understand whether inefficient organizational CSR communications could lead to a reputational loss and disruption of the success of an organization’s crisis communications.
It should be highlighted, however, that this research method is limited by the sources of information on the Pfizer case since not all the details of the case can be found in the open access. Questionnaires as a research tool also have their limitations as the choice is often influenced by the factors not expected by the researchers, thus unequivocal and objective questions are to be designed. We must, therefore, admit that CSR perceived sincerity or insincerity is not the only factor influencing success or failure of crisis communications. Thus, it is crucial to take into account other various factors while looking specifically at CSR.
As a result of this research, we expect to understand the nature of the connection between corporate social responsibility and success or failure of crisis communications. We anticipate determining the way perceived sincerity of CSR communication may influence an organization’s reputation during a reputation threatening event. Trust into an organization’s social responsibility is expected to be an asset in the course of crisis communications, creating a positive organizational image and boosting brand loyalty. CSR perceived insincerity, on the other hand, is expected to undermine the success of crisis communications and deteriorate reputation of the organization.
References
Arnold, M. (2001, July 12). Walking the ethical tightrope. Marketing, 17.
Coombs, W. Timothy, and Sherry J. Holladay (2002). Helping Crisis Managers Protect Reputational Assets: Initial Tests of the Situational Crisis Communication Theory. Management Communication Quarterly, vol. 16, no. 2, 165–186.
Benoit, W.L. & Pang, Augustine. (2008). Crisis communication and image repair discourse. Public relations: from Theory to Practice. 245-261.
Blagov, J.E. (2011). Evolutsia Concepcii KSO I Teoriya Strategicheskogo Upravleniya [CSR concept evolution and Strategic Management Theory]. Saint-Petersburg University Journal.
Carroll, J.M. (2004), Letter knowledge precipitates phoneme segmentation, but not phoneme invariance. Journal of Research in Reading, 27: 212-225.
Coombs, W. (2004). Impact of Past Crises on Current Crisis Communication. Journal of Business Communication. J Bus Comm. 41. 265-289.
Coombs, W. Timothy, and Sherry J. Holladay (2009). Communication and Attributions in a Crisis: An Experimental Study in Crisis Communication. Journal of Public relations research, vol. 8.
Coombs, W.(2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corp Reputation Rev, 10, 163–176.
Dahlsrud A. (2008). Corporate Social Responsibility and Environmental Management Corp. Soc. Responsib. Environ. Mgmt. 15, 1–13.
Dawkins J. (2004). Corporate responsibility: The communication challenge. Journal Of Communication Management, Vol. 9, 2 108-119.
Du, S., Bhattacharya, C. B., Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews.
Edinger-Schons, L.M., Lengler-Graiff, L., Scheidler, S. et al. (2019). Frontline Employees as Corporate Social Responsibility (CSR) Ambassadors: A Quasi-Field Experiment. J Bus Ethics. 157, 359–373.
Etana A. (2014). Critical Theory Of Communication In Organizations: A Meticulous Discussion. Addis Ahaba University.
Fein, S. Hilton, J. (1994). Judging others in the shadow of suspicion. Motivation and Emotion 18(2): 167-198.
Fishman D.A. (1999). ValuJet flight 592: Crisis communication theory blended and extended. Communication Quarterly Journal, vol. 47, Issue 4.
Fitzpatrick, A.R. and Yen, W.M. (1995), The Psychometric Characteristics of Choice Items. Journal of Educational Measurement, 32: 243-259.
Griffin, E. (2011). A First Look at Communication Theory. The MC Graw-Hill Companies.
Hansen-Norn, T.L., Neff, B.D. (2008). Public relations: from theory to practice. Boston: Pearson.
Haskins B. (2007). Trovan Statement May 2007. URL: https://www.pfizer.com/sites/default/files/news/trovan_statement_may292007.pdf. Accessed: 7.03.2020.
Hymes, D. (1972). Models of the Interaction of Language and Social Life.
Hymes, D. (1974). Foundations in Sociolinguistics: An Ethnographic Approach. Philadelphia. University of Pennsylvania Press, 53-62.
Jahdi, K.S., Acikdilli, G. (2009). Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding? J. Bus Ethics 88, 103–113.
Jamali, D., Mirshak, R. (2007). Corporate Social Responsibility (CSR): Theory and Practice in a Developing Country Context. J Bus Ethics 72, 243–262.
Lang H. & Lundgren S. (1994). Competition, long run contracts and internal inefficiencies in firms. European Economic Review, vol. 38, issue 2, 213-233.
Makeev, V.A. (2011). Korporativnayia Kultura i Socialnayia Otvetstvennost’ v Upravlenii Organizatsiei [Corporate Culture and Social Responsibility in Organizational management]. Military University Journal.
Medicine Safety| Pfizer.com. URL: https://www.pfizer.com/products/patient-safety. Accessed 7.03.2020
Miller K. (2011). Organizational Communication Theory. Wadsworth Cengage Learning.
Moon-Kyung Cha, Youjae Yi, Richard P. Bagozzi. (2015). Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty. 235-249
Nigeria sues drugs giant Pfizer| BBC. (2007). URL: http://news.bbc.co.uk/2/hi/africa/6719141.stm. Accessed: 9.03.2020.
Persikova T. Mezkulturanya communicatsiai i corporativmaya cultura. [Intercultural communication and corporate culture].
Petrenko, O.V., Aime, F., Ridge, J. and Hill, A. (2016). Corporate social responsibility or CEO narcissism? CSR motivations and organizational performance. Strat. Mgmt. J., 37: 262-279.
Pfizer Faces Criminal Charges in Nigeria| Washington Post. (2007). URL: https://www.washingtonpost.com/wpdyn/content/article/2007/05/29/AR2007052902107.html. Accessed: 7.03.2020.
Pfizer Finalizing Settlement In Nigerian Drug Suit| Forbes. (2009). URL: https://www.forbes.com/2009/04/03/pfizer-kano-trovan-business-healthcare-settlement.html#644a7b3926f9 Accessed: 5.03.2020.
Pfizer pays out to Nigerian families of meningitis drug trial victims| The guardian. (2011). URL: https://www.theguardian.com/world/2011/aug/11/pfizer-nigeria-meningitis-drug-compensation. Accessed: 7.03.2020.
Pfizer, Kano State Reach Settlement of Trovan Cases| Pfizer.com. (2009). URL: https://www.pfizer.com/news/press-release/press-release detail/pfizer_kano_state_reach_settlement_of_trovan_cases. Accessed: 9.03.2020.
Pfizer: Nigeria drug trial victims get compensation| BBC. (2011). URL: https://www.bbc.com/news/world-africa-14493277. Accessed: 9.03.2020.
Podnar, K. (2008). Guest Editorial: Communicating Corporate Social Responsibility. Journal of Marketing Communications, 75-81.
Reynolds, Barbara & Seeger, Matthew. (2005). Crisis and Emergency Risk Communication as An Integrative Model. Journal of health communication. 10. 43-55.
Sturges, D. L. (1994). Communicating through Crisis: A Strategy for Organizational Survival. Management Communication Quarterly, 7(3), 297–316.
Trovan Fact Sheet| Pfizer.com. URL: https://www.pfizer.com/files/news/trovan_fact_sheet_final.pdf. Accessed: 7. 03.2020
Trovan, Kano State Civil Case – Statement of Defense| Pfizer.com – Statement of Defense. Pfizer.com.(2007).URL:https://www.pfizer.com/files/news/trovan_statement_defense_summary.pdf. Accessed: 7.03.2020.
Tyler, T. R. (1997). The Psychology of Legitimacy: A Relational Perspective on Voluntary Deference to Authorities. Personality and Social Psychology Review, 1(4), 323–345.
Vanhamme, J. and Grobben, B. (2009). Too Good to be True! The Effectiveness of CSR History in Countering Negative Publicity. Journal of Business Ethics. Vol.85, supplement 2, pp. 273-283
WikiLeaks cable: Pfizer hired investigators to dig dirt on Nigerian AG| CNN. (2010). URL: http://edition.cnn.com/2010/US/12/09/wikileaks.nigeria/?hpt=T2. Accessed 7.03.2020.
WikiLeaks cables: Pfizer 'used dirty tricks to avoid clinical trial payout'| The Guardian. (2010). URL: https://www.theguardian.com/business/2010/dec/09/wikileaks-cables-pfizer-nigeria. Accessed: 7.03.2020.
Yoon, Y., Gürhan‐Canli Z., Schwarz N. (2008). The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations. Journal of Consumer Psychology, vol. 16, issue 4, 377-390.
