Essay

Summary

This article includes discussions concerning how to meet the expectations of different stakeholders to determine the consensus set of social, environmental, economic and ethical responsibilities in the organization and it’s devoted to examining the role of ‘Habermasian discourse ethics’ and the web forum on the Internet.

First of all, the article described the nature of ‘Habermasian discourse ethics’ which can build more democratic corporate accountability as an ideal speech situation and its application into practical achievement of corporate responsibilities after analyzing the necessity and universalisability of stakeholder democratic dialogue in terms of CSR. To be specific, the author found it necessary to operation of this method and active participants of stakeholders. In that case, this theory and method can be implemented effectively and contribute toward the CSR. Additionally, this paper assessed and examined the potential and function of Shell’s internet web forum for the stakeholders’ mutual understanding and expectations. And then the author introduced the research methods to analyze and evaluate the Shell’s web forum. Finally, it summarized that which ideal speech situation rule of the three can meet the procedural criteria stakeholders’ honest debate and reach a mutual understanding.

This article mainly emphasized the importance of stakeholders’ discourse and web forum on the internet to promote the realization of corporate social, environmental, economic and ethical responsibilities. However, the author also suggested the stakeholders should be more open and transparent to accept and effectively make use of the internet to express their expectations rather than just state entrenched positions and establish the theoretical framework through some undemocratic managerial process. Only in this way, we can ensure stakeholders’ interests in the debate.