DEFENDING INDONESIA’S PULP AND PAPER INDUSTRY: A REVIEW ON CORPORATE RESPONSIBILITY COMMUNICATIONS

Jurnal Selulosa

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Title DEFENDING INDONESIA’S PULP AND PAPER INDUSTRY: A REVIEW ON CORPORATE RESPONSIBILITY COMMUNICATIONS
 
Creator Santosa, Ligia
 
Subject
 
Description Forest product industry of Indonesia is dominated by pulp and paper with 60% of the total output, US$ 7 billion worth of export in 2010 that translates into 4% of the nation’s export and providing livelihood for 15 million people or one sixth of the total population. The most interesting part however, is not the size or its contribution to the economy but rather its strong potential of growth. The industry has managed to keep on growing since 2001, including during global financial crises in 2008-2009. Recently however, the industry is facing additional pressures in addition to common measure imposed by governments, businesses and interest groups which even after a company has complied with regulations and contributed to the society, such  pressures have caused detrimental effects: reputation gone badly, sales dwindling and eventually reduced competitiveness. Previous research had shown that communicating corporate responsibility efforts can create value and increase competitiveness, however from 94 pulp and paper companies within the industry 21 did communicate and only 5 who actually published a report. This research aimed to investigate the value creation process which gained through communicating corporate responsibility and addressed two main research questions on how do those companies define corporate responsibility and how do they develop and communicate their corporate responsibility. Keywords: corporate responsibility, communication, pulp and paper, Indonesia  ABSTRAKIndustri hasil hutan Indonesia didominasi oleh pulp dan kertas dengan 60% dari keluaran total sebesar US$ 7 milyar dalam ekspor pada tahun 2010. Jumlah tersebut merepresentasikan 4% dari total ekspor negara dan menyediakan penghidupan bagi 15 juta orang atau seperenam dari total populasi. Namun begitu, bagian yang paling menarik bukanlah ukuran atau kontribusinya terhadap perekonomian melainkan potensi pertumbuhannya. Industri ini telah berhasil terus tumbuh sejak tahun 2001, termasuk selama krisis keuangan global pada 2008-2009. Saat ini, industri pulp dan kertas menghadapi tekanan-tekanan tambahan selain mekanisme perlindungan yang umum diberlakukan oleh pemerintah Negara tujuan ekspor, dari kalangan bisnis dan juga kelompok-kelompok kepentingan lainnya yang bahkan setelah perusahaan telah memenuhi peraturan dan memberikan kontribusi kepada masyarakat, tekanantersebut telah menyebabkan efek merugikan: reputasi menjadi buruk, penjualan berkurang dan akhirnya menurunkan daya saing. Penelitian sebelumnya telah menunjukkan bahwa upaya mengkominikasikan tanggung jawab perusahaan dapat menciptakan nilai dan meningkatkan daya saing. Dari 94 perusahaan pulp dan kertas, hanya 21 perusahaan yang melakukan berkomunikasi dan hanya 5 perusahaan yang benar-benar menerbitkannya dalam bentuk laporan. Penelitian ini bertujuan untuk mengetahui proses penciptaan nilai yang diperoleh melalui berkomunikasi tanggung jawab perusahaan melalui dua pertanyaan penelitian utama pada bagaimana perusahaan-perusahaan mendefinisikan tanggung jawab perusahaan dan bagaimana mereka mengembangkan dan mengkomunikasikan tanggung jawab perusahaan mereka.Kata kunci: tanggung jawab perusahaan, komunikasi, pulp dan kertas, Indonesia
 
Publisher Center for Pulp and Paper
 
Contributor
 
Date 2016-05-12
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jurnalselulosa.org/index.php/jselulosa/article/view/39
10.25269/jsel.v3i01.39
 
Source JURNAL SELULOSA; Vol 3, No 01 (2013): JURNAL SELULOSA
2527-6662
2088-7000
 
Language eng
 
Relation http://jurnalselulosa.org/index.php/jselulosa/article/view/39/39
 
Rights Copyright (c) 2016 JURNAL SELULOSA
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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