TheIntegratedReportingMovement..docx

Robert G. Eccles Michael P. Krzus Chapter 8 Reporting Websites Today, companies use their websites for a multitude of purposes: to market their products, advertise, engage with customers and employees, post important information on a real-time basis, enhance their image, and reinforce their brand - not to mention to sell products themselves. In comparison, how a company uses its website for corporate reporting purposes is fairly narrow. Because it is an increasingly significant channel through which the company can communicate with shareholders and other stakeholders, however, it is an important one. By capitalizing on their reporting websites, companies can move beyond the paper constraints of an integrated report in order to create a platform for the company’s integrated reporting—a more multidimensional, interactive, and engaging form of communication. In the previous chapter, we saw that most companies producing integrated reports were doing little to support these documents online in a way that would make the information they contain more useful and usable. While the Internet has the potential to dramatically enhance integrated reporting and integrated thinking, it can also do so for more traditional corporate reporting. To the extent this is happening, it is reasonable to expect that large companies have the resources to do so. 今天，公司使用他们的网站多个目的：推销产品，广告，与客户和员工后，在实时的基础上的重要信息，提高自身的形象，加强自己的品牌-不仅仅是卖产品本身。相比之下，一家公司如何使用其网站的公司报告的目的是相当狭窄的。因为它是一个日益重要的通道，通过该公司与股东及其他利益相关者的沟通，然而，这是一个重要的。利用其报告的网站，公司可以超越的综合报告，为了创造一个公司的综合reporting-a更多的多维互动平台，进行约束，和通信参与形式。在前一章中，我们看到，大多数公司生产的综合报告做了一点支持这些文件在网上让它们含有更多的有用和可用的信息。尽管互联网已经大大提高综合报告和综合思维的潜力，它也可以更多的传统企业报告这样做。在某种程度上，这正在发生，这是合理的预期，大型公司有这么做的资源。To assess how the world’s most sophisticated companies are leveraging the Internet for corporate reporting purposes, we studied the websites of the largest 500 companies in the world: the “Global 500.”1 The list came from Fortune for fiscal years that ended on or before March 31, 2013. While si