International Business: Article Review of Corporate Communication

This assignment is an article review focusing on the intersection of corporate communication, sustainability, and social media, examining how companies utilize these platforms to engage with their audiences. The review analyzes the objectives of the original article, which investigates the usage of social media by corporations, ethical considerations, financial aspects, and social impacts. The subject matter explores Corporate Social Responsibility (CSR) and its influence on brand perception and stakeholder relationships. Key findings highlight the diverse communication strategies employed by sixteen companies across various sectors, emphasizing the differences between "Green" and "Non-Green" firms in terms of sustainability and communication efficiency. The practical implications for managers of multinational enterprises in the global business world are discussed, emphasizing the importance of ethical communication and the integration of CSR principles. The review concludes with a list of cited references.

Article Review Template
Part A: Student and article information (This part is excluded from the word count)
Your name Student ID
Your tutor Tutorial class Day:
Time:
Number of words 500
Title of the selected article Corporate communication, sustainability, and social media: It's not easy
(really) being green.
Part B: Use your own words and sentences to complete each section (the questions are excluded from
the word count)
Objectives: What does the article set out to do?
The main objective of the article is to find out the usages of social media platforms as intended by the
corporate organizations in order to communicate with the audience. It studies the ethics and social
impacts which effect the core business of the company directly. The article also focuses on the financial
aspects which are associated with the sustainability. These are attempted to maintain overall positivity
within the society. The author examines global corporations from four different sectors- Retail,
Food/Beverage/Tobacco, Consumer Goods and Technology Equipment. The study is conducted on 16
organizations to assess usage and productivity from activities on social media platforms (Reilly and Hynan
2014). Letters and annual reports are scrutinized to evaluate the opportunities which can be
acknowledged in order to improve the communicative practices of the company.
Subject and theories/concepts: What is the article about? What is its subject? What are the central
concepts and/or theories discussed in the article?
The areas on development and opportunities have been examined with respect to the Corporate Social
Responsibility (CSR) reports. The author intends to study the sustainability of the companies and how
they are benefitted financially for engaging through communicative practices, which are linked to the
corporate social responsibility. The purpose is to increase interest in people through social media
campaigns by engaging in communications. These enhance brand impression in terms of process as well
as people. This also provide ideas about how a company treats its stakeholders (Lim and Greenwood
2017). Future performances can be enhanced by developing better means of communication. Corporate
Social Responsibilities theory and documents aid in comparing and analysing scope and content of these
firms. The research has been categorized into sub-samples according to the social media reports. These
classifications of the samples are divided into Green and Non-Green firms.
Findings/main arguments: What are the key findings or main arguments of the author?
The main finding from the report shows that the communication and social responsibilities carried out by
the 16 companies are different. No two companies exhibit similar means of communication. It also vary
because the industries chosen are of four different types, which require dissimilar initiatives to engage
with the audiences. The sample division is based on Newsweek’s Greenest Company Ranking of 2012,
which have been used to carry out a comparison with other corporate reports (Reilly and Hynan 2014). It
reveals the types of initiatives taken in order to achieve sustainability, metrics used and the media of
communication opted. The study further show that the Green firms opt for more efficient ways to
address sustainability and communication as compared to the non-Green firms.
Practical implication: Why is the subject of the article interesting and important for managers of
multinational enterprises in the contemporary global business world and how would the understanding
of the article benefit the managers?
The Corporate Social Responsibility report helps the manager in procuring more careful and ethical ways
to communicate with the audience and make considerations based on human rights, environmental and
social impacts. These help and contribute to the society at large. These can prove to be effective in taking
into account of environmental and social issues and even highlight them while communicating with the
audience (Khan, Serafeim and Yoon 2016). The research results can increase awareness in the companies
and enable the managers to develop efficient ways to handle multinational enterprises. In the Global
Business World, it is essential to understand the Contemporary Social Responsibilities in order to adopt
strategies and measures which would, as a result, benefit the organization.
Part C: List of references (The references should be in alphabetical order according to the last name of
the first author. This part is excluded from the word count)
International Business: Journal Article Review Template (Assessment 1)

Khan, M., Serafeim, G. and Yoon, A., 2016. Corporate sustainability: First evidence on materiality. The
accounting review, 91(6), pp.1697-1724.
Lim, J.S. and Greenwood, C.A., 2017. Communicating corporate social responsibility (CSR): Stakeholder
responsiveness and engagement strategy to achieve CSR goals. Public Relations Review, 43(4), pp.768-
776.
Reilly, A.H. and Hynan, K.A., 2014. Corporate communication, sustainability, and social media: It's not
easy (really) being green. Business horizons, 57(6), pp.747-758.
International Business: Journal Article Review Template (Assessment 1)