In spite of the rising influence of NGOs, the impact of CSR implementation and
communication on NGOs’ perceptions and attitudes is rarely evoked. Moreover, empirical
studies generally take into account one category of stakeholder at a time, preventing analysts
from examining the likely differential impacts of CSR on distinct categories of stakeholders.
In this context, this paper proposes (1) to analyze how different external and ubiquitous
stakeholders can influence the development of CSR commitments and (2) to assess the impact of
CSR commitments and communications on those stakeholders, by using an integrative
framework aimed at providing an integrated stakeholder orientation for a step by step
implementation of CSR (Maignan et al., 2005).
Our analyses are based on an in-depth case study of IKEA and its main stakeholders:
trade unions, customers, partner NGOs, organizations having blamed IKEA on CSR matters,
local public authorities, organizations protecting small businesses, and specialized organizations
dedicated to consultancy, promotion, and monitoring of CSR practices. Because of its continuous
pressure on price and sub-contractors from developing countries, IKEA stands in a good position
to run up against the sensitivity of alter globalization protesters. But in the same time, IKEA is
seldom blamed on its CSR practices.
Our results show how stakeholders can influence the development of CSR policies by
conveying their societal expectations, by publicly blaming corporate behaviours considered as
irresponsible or by entering in a collaborative and constructive relationship with the company.
This case study also highlights the complexity of the corporate decisions related to CSR practices
and communication, as well as the central role played by scepticism in the construction of CSRbased
attitudes towards the company. By not involving stakeholders enough, IKEA’s CSR policy
is gauged as too unilateral, what leads to a certain stakeholders’ scepticism about IKEA’s CSR
practices. And IKEA is criticized for adopting a low profile in terms of CSR communication
