Publication

This paper discusses Shell’s strategic reaction to broadening its social agenda. It analyzes Shell's redefinition of its mission and sphere of responsibility, the strengthening of its management style and reporting systems, cooperation with NGOs and international organizations, and increased openness regarding its social performance. The author points out that part of Shell’s new strategy is on a rhetorical level and this rhetoric has been scaled down as the company focuses more on what it actually delivers, emphasizing a more open reporting of its performance. Furthermore, the paper states that the so-called paradox of plenty has not been an issue on the company's agenda.