Business Infomediary Representations of Corporate Responsibility

Drawing on the recent discussion about the role information intermediaries (infomediaries) play in affecting corporate responsibility (CR) adoption, we analyze the representation of CR issues in a business infomediary distributed by a leading business organization. The explicit task of the business infomediary is to promote a competitive national business environment. This paper contributes
to (1) research on CR, by providing new knowledge on the current CR discourse within the business community, and (2) research on infomediaries, by introducing a distinction between watchdog-oriented and business-oriented infomediaries.
The findings show that the business infomediary promotes green practices and constructs a national business identity in terms of environmental business when responsible practices are voluntary. We argue that as businessoriented infomediaries shape the meaning of CR according to their own interests, signifiers that refer to the positive contributions of business become preferred in the articles.