Missbruk är ingen bra affärsidé – en studie om strategiskt CSR-arbete i ölbranschen
PURPOSE: To analyze how companies in the Swedish beer industry strategically working with CSR externally in order to increase their legitimacy. METHOD: Qualitative interviews and text analysis to enable data to stakeholder analysis. MATERIAL: Respondent interviews with key individuals, textual analysis of CSR-related documents of the largest beer producers in Sweden. MAIN RESULTS: The study shows that it is possible to distinguish three main categories of stakeholders to the beer producers. These have various high stakeholder values, where customers are those with the highest value, then consumers and third critics. That these have various high values allows different strategic approach to the key issue of how preventive measures, that can be said to work against their own products, affects the beer producers legitimacy among stakeholders.