However any shift in power from capital to
other stakeholders, arising from a need for managers
to be seen to take account of the views and
expectations of these other stakeholders, will only
be effective if public debates regarding corporate
responsibilities affect actual behaviour. Thus, even
if companies use the internet, and other discourse
mechanisms, more effectively as forums for
movement along the continuum towards an ideal
speech situation moral debate regarding their
responsibilities, they also need to be more transparent
in relation to their enactment of the
resulting moral standards of behaviour. Investigation
of the impact of Shells web forum on
decision making and actions at Shell would require
an in-depth ethnographic study which is beyond
the scope of this paper. However, such an investigation
of the impact of stakeholder discourse
on actual accountability is an important area for
future research
However any shift in power from capital to
other stakeholders, arising from a need for managers
to be seen to take account of the views and
expectations of these other stakeholders, will only
be effective if public debates regarding corporate
responsibilities affect actual behaviour. Thus, even
if companies use the internet, and other discourse
mechanisms, more effectively as forums for
movement along the continuum towards an ideal
speech situation moral debate regarding their
responsibilities, they also need to be more transparent
in relation to their enactment of the
resulting moral standards of behaviour. Investigation
of the impact of Shells web forum on
decision making and actions at Shell would require
an in-depth ethnographic study which is beyond
the scope of this paper. However, such an investigation
of the impact of stakeholder discourse
on actual accountability is an important area for
future research
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