Purpose– The purpose of this paper is to show how a major state-owned enterprise in New Zealand uses its annual report to promote the image of an organisation concerned with the local community including Māori, the indigenous people of New Zealand, Māori values and their relationship with the environment.
Design/methodology/approach – This longitudinal single case study of Mighty River Power Limited spans the period 2000 to 2009. It involves detailed examination of the narrative disclosures contained in the annual reports, including photographs, over the period of the study to determine whether Mighty River Power used the annual report to present a favourable image to the organisation’s stakeholders. Indigenous partnerships between the organisation and Māori trusts were also investigated to determine how these contributed to the corporate identity promoted in the annual reports.
Findings – The analysis found that annual report was used to promote the image of an organisation upholding the Māori value of kaitiakitanga as part of its social responsibility to the local community and environment. Māori partnerships and community environmental group sponsorship were featured extensively in the images and narratives, with specific reference to indigenous values.
Originality/value – This paper builds upon previous literature in the field of corporate social responsibility in annual reports and extends it to the state-owned enterprise sector in New Zealand, focusing specifically on the relationship between the entity and the indigenous community in which it operates
