engleski

Transparency as a Precondition of Systemic Behavior : the Case of European Retailing Banks Regarding Social Responsibility Communication

Social responsibility (SR) informally promotes systemic behavior by concepts of interdependence and holism in ISO 26000. SR principles demand transparency including communication of SR covered in company communications with its public. Banks are found problematic in transparency, world-wide, but are active regarding SR communication, which is especially important because banks critically impact society and its economic development. The banks’ role in developing and underdeveloped countries is especially important due to their impact on countries’ development, which increases the importance of their SR. Often, banks in these countries are subsidiaries of the large international banks. This article compares SR websites communication of large European multinational banks in their parent and subsidiary countries ; content analysis is applied. Results implicate that banks in subsidiary countries have a significantly lower level of SR communication than the parent countries, and the difference tends to be higher in less developed countries. This endangers banks’ systemic behavior and the international economy.

communication; social responsibility; banks; websites; Europe; systemic behavior

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