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Attaining Legitimacy in Defiance of a Tarnished Reputation

Ström, Olof LU (2021) SKOK11 20211
Department of Strategic Communication
Abstract
PJSC Gazprom is one of the largest oil and gas companies in the world, but has a tarnished reputation and some critics question its corporate legitimacy. Using the moral foundations theory as a basis, a thematic content analysis was conducted to examine PJSC Gazprom’s efforts to support its reputation and legitimacy. The study focused on the company’s self-portrayal in five annual reports from years characterized by different circumstances. The results were used to analyse the company’s strategy for attaining legitimacy and promote its reputation among its
stakeholders and on the energy market. The study found that the internal stakeholders’ perceptions are cultivated by Gazprom communicating a comprehensive approach regarding its... (More)
PJSC Gazprom is one of the largest oil and gas companies in the world, but has a tarnished reputation and some critics question its corporate legitimacy. Using the moral foundations theory as a basis, a thematic content analysis was conducted to examine PJSC Gazprom’s efforts to support its reputation and legitimacy. The study focused on the company’s self-portrayal in five annual reports from years characterized by different circumstances. The results were used to analyse the company’s strategy for attaining legitimacy and promote its reputation among its
stakeholders and on the energy market. The study found that the internal stakeholders’ perceptions are cultivated by Gazprom communicating a comprehensive approach regarding its internal social policies, emphasizing extensive human resource initiatives as a competitive advantage on the labour market. To its external stakeholders, PJSC Gazprom portrays itself as a morally conscious company with a genuine focus on lowering its environmental footprint and implementing impactful CSR initiatives. The study found that the company’s communication
strategy surrounding its board of directors fiduciary duty, and improving its corporate governance system, has changed over time by shifting focus from complying with international norms to emphasizing Russian norms as key to success. (Less)
Please use this url to cite or link to this publication:
author
Ström, Olof LU
supervisor
organization
alternative title
A qualitative study of PJSC Gazprom’s corporate communication
course
SKOK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
Gazprom, corporate legitimacy, corporate reputation, stakeholder theory, corporate governance, fiduciary duty, moral foundations theory
language
English
id
9048406
date added to LUP
2021-06-11 14:08:36
date last changed
2021-06-11 14:08:36
@misc{9048406,
  abstract     = {{PJSC Gazprom is one of the largest oil and gas companies in the world, but has a tarnished reputation and some critics question its corporate legitimacy. Using the moral foundations theory as a basis, a thematic content analysis was conducted to examine PJSC Gazprom’s efforts to support its reputation and legitimacy. The study focused on the company’s self-portrayal in five annual reports from years characterized by different circumstances. The results were used to analyse the company’s strategy for attaining legitimacy and promote its reputation among its
stakeholders and on the energy market. The study found that the internal stakeholders’ perceptions are cultivated by Gazprom communicating a comprehensive approach regarding its internal social policies, emphasizing extensive human resource initiatives as a competitive advantage on the labour market. To its external stakeholders, PJSC Gazprom portrays itself as a morally conscious company with a genuine focus on lowering its environmental footprint and implementing impactful CSR initiatives. The study found that the company’s communication
strategy surrounding its board of directors fiduciary duty, and improving its corporate governance system, has changed over time by shifting focus from complying with international norms to emphasizing Russian norms as key to success.}},
  author       = {{Ström, Olof}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Attaining Legitimacy in Defiance of a Tarnished Reputation}},
  year         = {{2021}},
}