The scope and limit for the development of corporate social responsibility in the Baltic States as a strategy of corporate communication

Corporate social responsibility (CSR) is a comparatively new term in the Baltic States’ business vocabulary. Th e value of the present study is the customer approach. Th e study examines stakeholders’ attitudes in Baltic States towards CSR activities of companies. Th e systematic examina- tion of the current state of CSR development from the perspective of corporate communication and consumers will benefi t the overall understanding of what the role and value of CSR is in the Baltic States. Th e study aims at defi ning the current point of CSR development with its characteristics, qual- ities, perspectives and tendencies. Th is would further enhance the understanding of future perspec- tives — scopes and limitations — for CSR development in the Baltic States. Th e empirical study uses a survey questionnaire as a research tool. Th e survey took place in the period of February–March 2010. Th e sample of the study is opinion elite (persons in society who comment on diff erent societal aspects in the media: opinion journalists, politicians, business leaders, 3rd sector leaders, expert associations, etc.) in the Baltic States. A study will give an insight into the present and future tendencies of the development of CSR. It will also give a perspective for corporate communication practitioners about CSR and how it works in a post-communist society, as a strategy for organizational communication and reputation building.