The critical importance of the language and messages used to communicate about CSR is demonstrated
by the broad variety in the approaches to CSR used by firms cross-culturally (Lessem, 1979). Crane and Matten (2005) contend that shareholder value, with an emphasis on short-term economic gain, dominates the U.S. perspective on stakeholder management while European firms utilize a multi-stakeholder approach on the assumption that satisfying
multiple stakeholders may lead to shareholder value and satisfies a social responsibility.