Be seen to talk the talk : How national perception can influence a company's CSR strategy

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Most companies have a section on their web site explaining their ethical contribution, i.e. what they do for the environment and the community. Each company's descriptions and policies are naturally different, but to what extent does the national perception in the country in which the company is based influence the policies? Do all companies find the same topics worthy? Do they all contribute in the same way? Do they all make the same level of noise about their activities? Common sense says probably not, but why? Constance Kampf explores, focussing particularly on WalMart and Maersk, based in the USA and Denmark, respectively. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.