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The new version of the Danish National Research Database provides access to search 275,088 publications and research results from Danish Universities. The records have detailed metadata providing more precise search options and 6,991 of them are Open Access, ie ...

Hand in hand with the increased competition in the financial sector, relationship marketing has become an important part of general bank marketing. Relationship marketing is concerned with the initiation and management of long-term customer relationships through the development of loyalty programmes. However, so far little focus has been on the communication of the marketing brand, with respect to the banks communicative starting point for pursuing such strategies. This paper addresses the communicative platform of banks as pursuers of relationship marketing strategies. Using a semiotic mapping approach, we analyse the brand positions of two Danish banks in terms of brand values and marketing communication strategies. We conclude the paper by pointing to research and policy implications for academia and management.

This article maps the rapidly growing body of research in the fi eld of corporate social responsibility (CSR) management and marketing communication, the focus being on research streams and themes. It evaluates this research from a corporate communication perspective. First, the article examines the concept of CSR communication. A typology of a number of possible domains for CSR communication research is developed, based on the way the different studies conceptualize CSR. Second, the article reviews the concepts of strategic and operative CSR communication which have been adopted widely within the CSR communication literature, relating these to research streams within management and marketing/public relations. Being framed within a corporate communication perspective, the review answers the call for CSR communication research to develop and substantiate outcomes that may better explain or inform CSR communication strategies and practices. A number of categories of outcomes are found within existing empirical studies, and an agenda for building upon this evidence is advanced to allow greater consistency and mutual understanding among CSR communication researchers.

Climate change has challenged urban life, and as an omnipresent force, Nature sets the agenda for urban living. Using stakeholder theory to conceptualise urban life, we approach Nature as both an omnipresent stakeholder and an issue to be continuously addressed and related to. Adapting the stakeholder focus to relations, stakes and values, we conceptually analyse the digital installation entitled CO2mmitment/ CO2nfessions, which was a prominent part of the Aarhus CO2030 exhibition launching the vision of the Danish city of Aarhus to become carbon neutral by the year 2030. In the analysis, we explore how the citizen is framed and invited to enact his/her responsibilities to the natural environment in an urban setting and how the digital mediation facilitates various forms of relations and climate conscious positions, incorporating both narcissistic desires, universal anxiety, moral obligations, ethical virtue and image performance. Statements from the actual confessors/committers exemplify this. Thus, the paper provides insight into understanding the complexity of climate-conscious citizenship as a complex configuration of paradoxical, co-existing ethics and arguments.

The City at Stake:“Stakeholder Mapping” The City By Sophie Esmann Andersen and Anne Ellerup Nielsen Abstract Studies of the city have been addressed from many different approaches such as law, political science, art history and public administration, in which the eco-nomic, ...

The purpose of the study is to conceptualize the identity of non-profit organizations as suspended between various stakeholders who present the organizations with different challenges, paradoxes and dilemmas. Thus it seeks to answer the questions: How do we define and study the relational identity of a non-profit organization (NPO)?And how do stakeholders participate in NPO identity constructing practices? Theoretically, the study draws on and contributes to the relational conceptualization of organizational identity as a discursive accomplishment. Based on a discourse analysis of an online discussion on the micro lending NPO Kiva, the study's findings point to complex articulations of both the organization and its stakeholders. Conclusively, the study suggests that NPO identity can be defined and studied through multiple discourses articulated by stakeholders. In addition, it points to understanding NPO identity alongside stakeholder identities, as stakeholders construct a number of different identities simultaneously.

Purpose The purpose of this paper is to answer the call for CSR communication research to develop and substantiate outcomes that may better explain CSR communication strategies and practices. The paper takes the research a step further, exploring the role of legitimacy in CSR communication research. Design/methodology/approach A literature collection methodology, combined with directed content analysis, was used to identify central themes in the literature. Findings The following categories of studies were identified: perception, impact and promotion studies; image and reputation studies; performance studies; and conceptual/rhetorical studies. Addressed from a legitimacy perspective, the study found that the most important types of legitimizing communicative practices articulated in the four types of studies were related to: seeking knowledge about stakeholders through perception, impact and promotion activities; monitoring and controlling the environment through image and reputatio...

Recent years have seen a gradual burring of boundaries between core academic disciplines such as linguistics, economics, politics, sociology, etc. There are many factors which have contributed to this change, for example our global economy where networking, transparency, learning, and knowledge management seem to be the key to capital, consumers, the press, etc. Such developments point towards increasingly interdisciplinary knowledge. Some universities have reacted to this demand for interdisciplinarity and the result has been an increase in new cross-disciplinary subjects where for instance students of international business, accounting, negotiation, etc. are introduced to subjects which, 10 or 15 years ago, would have been restricted to the “soft” subjects in the humanities. The need for an integrated perspective is indisputable. But how do institutions of higher education go about integrating their subjects producing meaningful study programmes and research projects? At the Aarhu...

This paper explores the possibility of extending the functional genre model to account for non-linear, multi-modal, web-mediated documents. It adds a two-dimensional perspective to the genre analysis model in order to account for the fact that web documents not only act as text but also as medium. A substantial part of the paper is devoted to a discussion of the function of links; mainly because functional approaches to links are scares and because regarding links as constituents in the genre analysis model marks a significant departure from traditional genre analysis. Most exemplary material for the theoretical discussion is the homepage (the first, introductory page on a website) and so the paper also provides a tentative characterisation of the homepage as a web genre.

The semantic relations between and within utterances are marked by the use of connectors and adverbials. One type of semantic relations is causal relations expressed by causal markers such as because, therefore, so, for, etc. Some of these markers cover different types of causal relations such as causality, explanation and justification. In certain types of discourse, causal relations also imply an intentional element. This paper describes the way in which the semantic and pragmatic functions of causal markers can be accounted for in terms of linguistic and rhetorical theories of argumentation.

The climate change has challenged urban living: As an omnipresent force nature sets the agenda for urban life. Using stakeholder theory for conceptualizing urban life, we install nature as both an omnipresent stakeholder and an issue to be continuously addressed and related to. From this perspective we explore how the citizen enacts his relations to the natural environment in an urban setting and how digital media facilitate different forms of relations. Conceptually framed within stakeholder management theory and models on why corporations engage in corporate social responsibility we use The Aarhus CO2030 exhibition (specifically a digital installation entitled CO2mmitment/CO2nfessions) as an exemplary case to provide insights into understanding drivers for citizens' climate conscious behavior. Based on our study we argue that citizens face similar challenges and conflicting behaviors as corporations in response to the climate change.

Under betegnelsen "dansk-fransk marketing ordbog" er der kommet et nyt leksikografisk produkt på det danske fagordbogsmarked. Med nyt menes der i denne forbindelse ikke alene, at ordbogen er relativ nyudgivet, men isaer at det drejer sig om en anderledes ordbogstype end den, der traditionelt udgives på det danske marked inden for tosproglig fagleksikografi. Ordbogen er nemlig en mellemting mellem en sprogordbog og en sagordbog, en såkaldt encyklopaedisk ordbog, der indeholder både sproglige og encyklopaediske oplysninger. I Anne Møllmanns udgave af en sådan hybridtype af en ordbog er vaegten klart lagt på det encyklopaediske aspekt. Denne saerlige hybride ordbogstype er som naevnt ikke saerlig udbredt i Danmark, men den har en lang og stor tradition i Frankrig inden for den ensprogede fagleksikografi, og forfatteren har givet skelet til denne franske tradition under udarbejdelsen. At hun desvaerre ikke mestrer kunsten så godt som sine eventuelle franske forbilleder, vil vi vende tilbage til, og blot på dette tidspunkt tilkendegive vor store sympati for hendes forsøg på nyskabelse på området. Ordbogen, som forfatteren tillige betegner håndbog og opslagsbog, består af følgende dele: et forord, en brugervejledning betegnet "Sådan bruges bogen:", en ordforklaring, den centrale del i form af en alfabetisk ordliste, en bibliografi samt et dansk, et fransk og et engelsk indeks. Der savnes ikke yderligere elementer, måske bortset fra en indholdsfortegnelse. Ordbogens overordnede struktur må derfor betegnes som tilfredsstillende. De enkelte dele er imidlertid ikke alle så komplette, som man kunne ønske, hvilket skulle fremgå af de følgende kommentarer.

This paper explores the possibility of extending the functional genre analysis model to account for the genre characteristics of non-linear, multi-modal, webmediated documents. The extension involves a twodimensional view on genres which allows us to account for the fact that digital genres not only act as text but also as medium. Genre theoretical concepts such as 'communicative purpose', 'moves', and 'rhetorical structure' are being adapted to accommodate the multimodal, non-linear characteristics of web texts. The homepage (the first, introductory page on a websitenot to be confused with the 'personal homepage' genre) constitutes the material for the theoretical discussions and the exemplary analyses.

From a strategic point of view it makes good sense for companies to respond to concerns and stakes espoused by key holders-also in relation to environmental issues. Thus, it is relevant to identify patterns in company's perception of these behavioural drivers and how they try to influence stakeholders when communicating their environmental concern. This is the focus of this paper based on data from two different studies: 1) a questionnaire-based survey distributed to a sample of industrial companies in Denmark in 1995, 1999, 2003, 2007 and 2011 focusing on their response to the environmental challenge; 2) an interview-based study of CSR activities in Danish SMEs in 2007. The paper concludes that despite the apparent strategic attractiveness of self-regulation, the major influence on environmental related behaviour in SMEs seems to originate from stakeholders representing regulatory factors and they tend not to communicate strategically about their activities.

CSR Communication-An Emerging Field The Editors' Preface CSR communication is an emerging fi eld of research and practice, which has grown considerably during the last 10 to 15 years along with stakeholders' increasing pressure on corporations to contribute to society by integrating CSR policies and activities into their strategy. Associated with stakeholder management, CSR communication may be defi ned as "a process of anticipating stakeholders' expectations, articulation of CSR policy and managing of different organization communication tools designed to provide true and transparent information about a company's or a brand's integration of its business operations, social and environmental concerns, and interactions with stakeholders" (Podnar 2008: 75). Following this defi nition, CSR communication is concerned with integrating communication and implementation processes of CSR from the strategic to the operational level. Although it is not a new discipline, CSR communication is still a complex interdisciplinary fi eld for researchers to outline and defi ne in terms of exploring appropriate communication theories, models and concepts. CSR communication also keeps challenging practitioners in terms of anchoring CSR to strategic communication planning, developing appropriate communication and message strategies, selecting genres and channels that are in line with the communication affordances and potentials embedded in new media, etc. The ethical dilemma embedded in CSR and CSR communication, focusing on how to associate instrumental and moral motives, contradictory demands from stakeholders and navigate the jungle of upcoming standards and procedures, make CSR communication a delicate and controversial issue (e.g. Schlegelmilch/ Pollach 2005; Morsing et al. 2008). One response to these discrepancies is the emergence of a new steam of hypocrisy literature positioning CSR communication as a dynamic fi eld that calls for more sincerity based methods (Fassin/Buelens 2011) or takes into account that reaching 100 % transparency and achieving a perfect match between what companies do and say in CSR is an illusion (Christensen/Cheney 2011). The fi rst International CSR Communication Conference, which was hosted by the University of Amsterdam in October 2011, provided an interesting overview of the crossed boundaries and interdisciplinarity of the fi eld. It gathered distinguished researchers, PhD students, and practitioners. A collection of papers demonstrating the broad variety of topics and issues that form the heart of or are related to CSR communication were presented at the conference: CSR communication theories & concepts, CSR and brand/reputation management, CSR and consumer empowerment, CSR communication across cultures, CSR and social media to mention but a few. The theme section of this issue thus gives a rough picture of the variety of topics and issues that constitute CSR communication. The fi rst paper Scepticism in CSR Advertisements (Francisca Farache) investigates the level of substantial information provided in CSR advertisements from four socioeconomic magazines in the context of Brazil and the UK. It is demonstrated that half of the companies investigated tend