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International Journal of Interdisciplinary Research

Table 1 Summary and comparison of companies’ website communications related to CSR, 2001-2009

From: CSR reporting on apparel companies’ websites: framing good deeds and clarifying missteps

  Gap, Inc. Levi Strauss and Co. Nike
Theme 2001 2009 2001 2009 2001 2009
Motivations for CSR • Financial advantage • Financial advantage • Overall values • Competitive advantage • Competitive advantage • Competitive advantage
• Overall values • Drives innovation • Company history • Financial advantage • Financial advantage • Financial advantage
• Company history • Overall values   • Drives innovation • Drives innovation • Drives innovation
• Stakeholder influences • Company history   • Overall values • Overall values • Overall values
  • Legal/regulatory compliance   • Company history • Legal/regulatory compliance • Company history
  • Stakeholder influences   • Legal/regulatory compliance • Stakeholder influences • Stakeholder influences
    • Stakeholder influences   
Philanthropy • Youth, HIV/AIDS • Youth, women, HIV/AIDS, factory workers, communities • Youth, HIV/AIDS, underserved populations, anti-racism • Youth, HIV/AIDS, underserved populations, women, girls, environment, employees, disaster victims, factory workers • Youth, women, communities, environment, disaster victims • Youth, women, girls, communities, environment, HIV/AIDS, disaster victims, underserved populations, schools
• Employee contribution matching and volunteer programs • Employee contribution matching and volunteer programs • Employee contribution matching and volunteer programs • Philanthropy case studies • Employee contribution matching and volunteer programs • Employee contribution matching and volunteer programs
  • Personal stories from employee volunteer efforts • Philanthropy case studies • Disclose grants lists • Third-party stories about philanthropy efforts  
  • Employee volunteer recognition program • Disclose grants list • Employee matching and volunteer program • Disclose grants list  
  • Disclose grants lists     
Labor Practices • Vendor code of conduct • Vendor code of conduct • Vendor code of conduct • Vendor code of conduct • Vendor code of conduct • Vendor code of conduct
• Monitoring and remediation • Monitoring and remediation • Monitoring and remediation • Monitoring and remediation • Monitoring and remediation • Monitoring and remediation
• Environmental standards • Environmental standards • Case studies • Supplier ownership (new approach) • Reporting on monitoring • Disclose factory lists
• Profiles of factory assessors • Collaboration with labor organization and competitors • Collaboration with labor organizations • Collaboration with labor organizations • Case studies  
  • Profiles of factory assessors   • Disclose factory lists • Third-party stories about efforts  
  • Factory rating system   • Disclose training regime for factory assessors • Stakeholder criticisms and company’s responses  
  • Case studies   • Influencing public policy • Student participation in monitoring and reporting results  
  • Disclose countries where products are made   • Links to case studies • Disclose factory lists  
  • External evaluations of practices    • Collaboration with labor organizations  
Environmental Practices • Mention, but devote little content to: • Environmental policies for factories • Mentioned but did not elaborate • Environmental policies for factories • Environmental policies for factories • Environmental policies for factories
• Production processes • Sustainable product design   • Sustainable product design • Youth education program • Sustainable building design
• Energy and waste reduction • Energy and waste reduction   • Third-party assessment of environmental impacts • Sustainable building design • Sustainable product lifecycle
• Sustainable building design • Sustainable building design   • Grants to support sustainability • Sustainable product lifecycle • Alternative transportation
  • Alternative transportation    • Energy and waste reduction • Collaboration with environmental organizations
  • Packaging    • Alternative transportation • Influence public policy
     • Industry collaboration  
Diversity • Employee diversity • Employee diversity • Employee diversity • Employee diversity • Employee diversity and internal Networks • Employee diversity, internal Networks and additional programs
• Consumer diversity • Consumer diversity • Consumer diversity • Supplier diversity • Supplier diversity • Supplier diversity
  • Grants to underrepresented groups   • Consumer diversity • Consumer diversity • Consumer diversity
Account-ability • None present • CSR reports • Case studies • Case studies • Case studies • CSR reports
  • Case studies • Reporting in content • Reporting in content • Reporting in content • Case studies
  • Reporting in content   • Disclose grants lists • Disclose grants lists • Reporting in content
  • External evaluations   • Disclose factory lists • Disclose factory lists • Disclose grants lists
  • Disclose grants lists   • External evaluations • External evaluations • Disclose factory lists
Recognition • None present • Recognitions list • Recognitions list • Recognitions list • Recognitions list • Recognitions list
   • Recognitions throughout content • Recognitions throughout content • Recognitions throughout content • Recognitions throughout content
     • Stakeholder testimonials  
     • Third-party news stories  
  1. Note: Color indicates degree of emphasis on theme. White = minimal or no emphasis. Light grey = moderate emphasis. Dark grey = major emphasis.