Stakeholder engagement strategies : possibilities for the Internet?

The Internet offers companies new opportunities for engaging with stakeholders. This research examines the extent to which companies in Australia, Germany and the UK make use of their web sites to communicate both to and with their stakeholders. Particular attention is paid to the communication of ethical, social and environmental information on corporate web sites. Through a postal questionnaire and interviews, the research examines the drivers for web based reporting, the importance attached to stakeholder communication, complementary means of reporting to stakeholders and the perceived advantages and disadvantages of the web as a communication medium. Despite the technological capabilities of web sites as communication media, we found the main purpose of developing corporate web sites was to raise corporate awareness and improve corporate image and that this is a negative force in the further development of corporate web sites for reporting ethical, social and environmental issues and using web technologies to engage with a broad range of stakeholders.