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Thorburn, Robert H. (Robert Henry). "Towards the new company : proactive corporate ethics in a globalised business environment." Thesis, Stellenbosch : Stellenbosch University, 2004. http://hdl.handle.net/10019.1/50202.
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Thesis (MA)--University of Stellenbosch, 2004.ENGLISH ABSTRACT: The corporation is fast becoming, or may already have become, the prevalent structure in human society. As such, its successes and failures impact heavily on society as a whole. This study will endeavour to examine past shortfalls in corporate thinking and practice, explaining much of this by referring to lag between societal and corporate change in their respective responses to globalisation. It is furthermore argued that this change is still far from complete( d), if indeed it ever will be complete( d) with a fixed end. This global change, has to a large extent, caught corporations off guard, with their old management styles no longer providing results - with civil resistance to corporate activity resulting in some instances. The central aim of this study is to not only understand this situation, but also to explore potential remedies. In so doing two unique ideal states, namely the old and the new company, will be developed. With the old company representing corporate structure and thinking that no longer functions effectively. The new company, on the other hand, is not a present state but a future one. Thus it is the destination of the societal and corporate changes examined within this thesis. Consequently, the main subject examined will be a move away from the old company. Finally, it will be shown that dealing with problems within the corporate context no longer requires the heavy hand of yesteryear. Instead, a proactive approach should be adopted, both for financial and ethical reasons.
AFRIKAANSE OPSOMMING: Dit kan geargumenteer word dat korporasies binnekort die dominante struktuur in menslike organisasie kan wees, indien dit nie reeds die geval is nie. As sulks, het die suksesse en mislukkings van die korporasie 'n merkbare impak op die menslike samelewing. Gevolglik beoog hierdie studie om voormalige tekortkominge in korporatiewe denke en praktyk te ondersoek en te verduidelik, grotendeels met verwysing na die verskil in tempo waarmee beide die samelewing en korporasies reageer op die nuwe uitdagings wat gepaardgaan met globalisering. Dit word verder geargumenteer, dat hierdie proses van verandering geen voorspelbare einde het in die klassieke sin nie. Juis daarom het die voortdurende verandering oudmodiese bestuurstyle en tegnieke onkant betrap, met nagevolge wat strek tot by burgerlike verset. Sentraal aan die ondersoek van hierdie situasie is nie net die intensie om dit te verstaan nie, maar ook die soeke na strategieë om dit reg te stel. Om die onderneming te fasiliteer word twee ideaal state, naamlik die ou en die nuwe maatskappy ontwikkel. Die ou maatskappy verteenwoordig uitgediende strategieë en bestuurspraktyke, terwyl die nuwe maatskappy 'n toekomstige staat is en dus nog nie gerealiseer is nie. Die fokus is dus op die beweging van die ou na die nuwe maatskappy. Laastens sal dit ook aangetoon word dat uiters outoritêre bestuurstyle en strategieë nie meer van pas, of suksesvol is in die hantering van korporatiewe probleme nie. Alternatiewelik word 'n proaktiewe benadering, op beide etiese en finansiële gronde, aanbeveel.
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Heiss, Anna, and Martyna Napiorkowska. "The influence of legislation and political bodies on marketing strategies in the context of sustainable development and corporate social responsibility : Illustrated by the example of the company IKEA and the legal framework in Sweden." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4929.
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Ferreira, Débora Vargas. "Atitude socialmente responsável ou estratégia comercial: o caso do pacto global." reponame:Repositório Institucional do FGV, 2008. http://hdl.handle.net/10438/3906.
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Previous issue date: 2008The discussion about corporate obligations toward the various stakeholders began in the postindustrial era and developed to culminate in the creation of rules, regulations, programs and projects focusing on the dissemination and promotion of what we know today as corporate social responsibility (CSR). In this context, satisfying this new demand and adopting social policies emerge as a determining factor in defining organizational strategies. Nevertheless, some questions are raised when we examine the subject, such as: To what extent should organizations intervene in society? Is the decision for the organizations to adopt a socially responsible attitude really linked to promoting social well being, or is it only a commercial strategy? How does social marketing relate to CSR projects? The study herein, based on the concept and understanding of CSR theories, stakeholders and social marketing, has sought to find evidence of this relationship, in the light of the Global Compact (GC). It was decided to use the multi-case study methodology, considering the possibility of explaining the reasons why the decisions were taken, how they were implemented and what was the outcome. Interviews, supported by previously prepared scripts, were held with CSR managers, employees from other areas of the organizations, and specialists on the subject. Complementary research studies were made in various sources, such as the website of companies under analysis, their sustainability reports, and the GC websites in Brazil and the United Nations (UN). The results obtained show that the organizations have worked increasingly with CSR projects, but the efforts have not been focused. Special mention is given to the programs that create major impact on the company¿s image and reputation, such as projects competing for prizes and participating in the formation of rankings or socially responsible organizations. From the view of Carroll¿s Pyramid (1991) for CSR, it is found that the projects are predominantly focusing on ethical and philanthropic issues. The driving power of the GC, action based on learning, dialogue and partnership, is not to be found. This factor contributes to the statement that social marketing tools are used to build an ethical and socially responsible image, in detriment to effective action by the organizations to meet the social requirements of their stakeholders. The social marketing has as an objective to transform the way a specific public sees a social question and promotes behavior changes, but what has been seen is the use of marketing tools exclusively to promote the company's image.
A evolução do debate a respeito das obrigações das firmas com seus stakeholders, iniciada na era pós-industrial, culminou na criação de normas, padrões, programas e iniciativas com foco na disseminação e na promoção do que hoje se conhece por responsabilidade social corporativa (RSC). Neste contexto, o atendimento a essa demanda e a adoção de políticas sociais surgem como fatores determinantes na definição das estratégias organizacionais. Todavia, até que ponto as organizações devem intervir na sociedade? A decisão de assumir uma postura socialmente responsável está realmente ligada à promoção do bem-estar social ou é uma estratégia comercial? Como se dá a relação do marketing social com as iniciativas de RSC? O presente estudo buscou, a partir da conceituação e do entendimento das teorias de RSC, dos stakeholders e de marketing social, identificar evidências dessa relação, à luz do Pacto Global (PG). Optou-se pela utilização da metodologia de estudo de caso múltiplo em três empresas concessionárias do setor elétrico brasileiro, pela possibilidade de esclarecer os motivos pelos quais as decisões de participação no PG foram tomadas, como foram implementadas e com quais resultados. Foram realizadas entrevistas junto aos gestores de RSC, funcionários de outras áreas das empresas e especialistas no assunto, além de pesquisas em websites das empresas analisadas, seus relatórios de sustentabilidade e websites do PG no Brasil e na Organização das Nações Unidas (ONU). Os resultados mostram que as organizações têm trabalhado em iniciativas de RSC sem um foco definido, destacando-se os programas com maior impacto na imagem e na reputação da empresa, que concorrem a premiações e formação de rankings, e que sob a ótica da Pirâmide de Carroll (1991) são predominantemente voltados a questões éticas e filantrópicas. A atuação sob as bases do aprendizado, diálogo e parceria, proposta pelo PG, não é encontrada, o que contribui para afirmativa da utilização das ações de RSC na construção de uma imagem ética e socialmente responsável, em detrimento da atuação efetiva na superação das necessidades sociais de seus stakeholders. O marketing social tem como objetivo transformar a maneira pela qual um determinado público percebe uma questão social e promover mudanças comportamentais, mas o que se tem visto é a utilização das ferramentas de marketing exclusivamente para a promoção da imagem da organização.
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Karešová, Eva. "Společenská zodpovědnost firem v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-4878.
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Diploma thesis focuses on history analysis and today's CSR issues that multinational marketing corporations have to face up. It describes both CSR positives and negative responses to CSR implementation. It follows today's customer trends on markets and possibilities, how to win mainstresm customers for CSR challenges. Especially the trend of building CSR in the core business and in brands themselves is pointed out. The diploma work shows many examples of practising marketing with some social effect, from which both the company and the supported object can profit. Finally, the work describes some possibilities of CSR implementing and communicating. The practical part describes current CSR activities of Unilever company, including its Vitality mission, that is built in the whole business.
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Zidarova, Margarita. "Corporate Social Responsibility: The Future of Marketing Communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71814.
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The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose of this thesis. The interview questionnaires focused on the internal stakeholders' point of view on CSR as a marketing tool, while the survey study examined customer and external stakeholders' interest in current practices and value of CSR. The primary research was complemented by a broad literature review on the subjects of corporate marketing communications and corporate social responsibility. The main results revealed by the literature reviews and empirical research showed that corporate social responsibility has gained increasing value amongst business practitioners and external stakeholders. It was found that CSR can be executed most efficiently though public relations, and thus it helps sustain a sound corporate identity, brand, image and reputation, resulting in stakeholder loyalty and corporate value. The key findings of the research proposed that the proper use of CSR within marketing communications, by developed mid- and large-size organizations, could result in future competitive advantages in the market place. The principal concluding remark of the author was to highlight the importance of corporate social responsibility practices in marketing communications, with respect to value creation. This thesis aims to create motivation for further empirical research and development.
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Beccu, Gabriele. "Positive effects of strategic corporate social responsibility." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9591.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsIn recent years scholars have been developing various theoretical models to measure the effects of corporate social responsibility activities on customer perceptions and on customer-company identification. While significant advances have been made in demonstrating the positive effects of CSR initiatives, little research has been focused on how a structured approach to CSR affects these variables. This study aims to demonstrate the major positive effects of a strategic approach to CSR in comparison to a philanthropic approach, and to provide managers with useful advices for the creation of shared value for the society.
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Rajak, Dinah. "In Good Company An Ethnography of Corporate Social Responsibility." Thesis, University of Sussex, 2007. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.487572.
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This thesis is concerned with the discourse and practice of corporate social responsibility (CSR). Through a multi-sited ethnography of the world's third biggest mining company (Anglo American PIc) the thesis traces the trans-local aspects of a transnational mining corporation in pursuit of the slippety notion of CSR- a movement devoted to harnessing the g/cl;d reach and resources of 1NCs in the service of kx:al development and social improvement. The ethnography tracks these processes across a geographically diverse set of sites, from the corporate boardrooms of the companys headquarters, and the broader 'global' arenas of CSR in which the company is engaged, in London; to their headquaners in Johannesburg and those of their subsidiaty (Anglo Platinum); and ultimately to the toWIl of Rustenburg, the urban hub of South Africa's platinum belt. As such, the company provides a lens through which to reflect on the wider global CSR movement. The aims of this thesis are twofold. Firstly, the goal of this research is to contribute an understanding of the way in which c01porations, as architects and agents of development, generate new kinds of relationships between the private sector, the state and civil society. In bringing ethnographic approaches to bear on corporate capitalism, I examine haw power is accumulated and exercised in ethical regimes such as 'corporate responsibilitY, and in the discursive practices to which they give rise. The ethnographic study of CSR aims to shed light on these new regimes of authority and the ways in which they are authenticated and naturalised through the appeal to a moral discourse of responsibility. In so doing, this research aims, secondly, to advance anthropological debates on the relationship between, on the one hand the s.upposed amorality of 'the Market' and, on the other, the discourse of morality.
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Monyamane, Sasha. "The place of corporate social responsibility in company law." Thesis, University of Strathclyde, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.367230.
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Dulkytė, Aistė. "The integration of corporate social responsibility into corporate strategy." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140611_140836-95841.
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In this master thesis is going to be considered how the CSR is implemented into company’s activities and strategy as well the benefits of CSR for companies, employees, clients and partners are analyzed. The center of attention is on the CSR integration. There are numerous studies emphasize on the antecedents and post internationalization behavior while there is not much study to indicate the actual mechanism of CSR integration into company’s strategy. To gather data for the research analysis were chosen sources as primary and secondary data. Primary data: the information that was gathered in the research are based on individually responds. The interviews were got from respondents by emails one on one. Secondary data: The information was collected from web sources about CSR situation in selected countries. In the end of this thesis there are given suggestions in order to increase efficiency of CSR implementation into corporate strategy.Baigiamajame magistro darbe nagrinėjama kaip Socialinė Atsakomybė (CSR) yra diegiama į įmonės strategiją. Taip pat yra aptariama, kokius privalumus CSR suteikia įmonėms, jos darbuotojams, klientams bei partneriams. Dėmesio centre yra CSR diegimas į įmonės strategiją. Yra atlikta daug tyrimų, tačiau nėra apibrėžto aiškaus mechanizmo, kaip CSR integruoti į įmonės strategiją. Atliekant tyrimą buvo naudojama pirminiai bei antriniai duomenys. Pirminiai duomenys sudaro CSR specialistų iš skirtingų pasaulio valstybių atsakymai į klausimyną apie CSR diegimą į įmonės strategiją. Antriniai duomenys buvo surinkti interneto naršyklėje, apie pasirinktų 8 pasaulio valstybių pasiekimus CSR integracijos į verslą srityje.
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Sturesson, Pauline, and Joseph Eromosele. "Corporate Social Responsibility for Competitiveness: A case study of ABB." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-25421.
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The effect of each CSR dimension on competitiveness is in different attribute importance. ABB emphasizes the integration of its CSR policy embedded in entrire five dimensions of CSR in different practices. The strongest, firmly established evidence of a positive effect of CSR on competitiveness appears in image/reputation dimension following by financial performance and innovation. Productivity and quality appeared less storng relations with CSR dimensions. Culture, a new dimension in CSR has been identified.
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ZHANG, Chun. "Consumer animosity and purchase behavior : the role of corporate social responsibility." Digital Commons @ Lingnan University, 2013. https://commons.ln.edu.hk/mkt_etd/16.
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Consumer animosity may have a negative impact on consumers’ purchase behavior for foreign products. The consequences of the negative influence include boycotting and reluctant to purchase. This study explores the research on consumer animosity and focuses on how to attenuate the negative effect of consumer animosity towards consumers’ purchase behavior. Corporate social responsibility (CSR) is considered to have a moderating effect on the relationship between consumer animosity and purchase intention. In addition, individual thinking styles are expected to influence the moderating role of CSR. In this study, a 2 (consumer animosity: high vs. low) x 2 (CSR: high vs. low) x 2 (thinking style: holistic vs. analytic) between-subjects factorial design was conducted. Participants were recruited in mainland China. Hypotheses were all supported by the results. The higher the level of CSR, the weaker impact of consumer animosity has on the purchase intention. Furthermore, when the holistic thinking style is dominant, the moderating influence of high (vs. low) CSR on the effect of consumer animosity is stronger. In contrast, when the analytic thinking style is dominant, the moderating influence of high (vs. low) CSR on the effect of consumer animosity is weaker. Managerial implications and limitations of the study are discussed.
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Quilliam, Elizabeth Taylor. "Happy meals, happy parents food marketing strategies and corporate social responsibility /." Diss., Connect to online resource - MSU authorized users, 2008.
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Thesis (Ph.D.)--Michigan State University. Communication Arts and Sciences - Mass Media, 2008.Title from PDF t.p. (viewed on Mar. 30, 2009]) Includes bibliographical references (p. 130-141). Also issued in print.
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Alrumaihi, Hanin A. A. R. O. "Corporate social responsibility in the banking industry in Kuwait." Thesis, University of Bradford, 2014. http://hdl.handle.net/10454/14866.
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As a result of globalization, the concept of Corporate Social responsibility (CSR) has become on the agendas of organizations over the past decade. The organizations in Kuwait are no exception; they have been striving to address and execute the best practices of CSR. The banking sector in Kuwait, which plays a pivotal role in the economy, represents an area of strong interest for anyone wanting to research the depiction of CSR in Kuwait since it was the first sector that introduced corporate social responsibility and is considered a pioneer in that field. However, no studies were found that have examined CSR policies in practice in Kuwait or in the banking sector in particular. This thesis therefore focuses on obtaining a better understanding of how corporate social responsibility works in practice in the Kuwaiti banks from the perspective of three groups: the decision makers of CSR in the Kuwaiti banks, the employees of the banks, and the banks’ customers. The researcher used a qualitative approach in which data were collected using interviews and document analysis. The collected data were interpreted and analysed and thereafter drawn the conclusion that banks are very clear in defining their CSR objectives which are aligned with their overall corporate strategy. However, there were commonalities and differences in how stakeholders understand and perceive CSR. The study also revealed that both the 2008 financial crisis and Islam influenced the way CSR is exercised in the banks, and moderately, influenced the employees and customers.
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Chen, Xiaoye. "Understanding the many shades of corporate social responsibility-coporate and brand evaluations." Thesis, McGill University, 2012. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=106343.
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Corporate social responsibility (CSR) programs are becoming increasingly diversified and sophisticated. Despite the wide use and rapid evolution of CSR practices, existing marketing research, which examines across CSR strategies, and the many shades of CSR, is scant (Peloza and Shang 2011). The goal of this dissertation is, therefore, to understand whether various strategic orientations of CSR can potentially translate into differential consumer responses. Two inter-related studies were conducted to fulfill this research goal. Study 1 aims to provide preliminary evidence in bridging the different CSR forms (Philanthropic, Promotional, and Shared-value) with individuals' corporate brand evaluations, as well as their construed CSR motives. Study 2 seeks to uncover the consumer pathways for realizing the differential effects of the diverse CSR forms from the consumer persuasion perspective. Taken together, the findings of these two studies demonstrate that consumers reward companies embracing Shared-value CSR, as opposed to Philanthropic and Promotional CSR, in two ways: 1) enhanced image-related responses (i.e., CSR image and trustworthiness); 2) enhanced competence-related judgment (i.e., perceived corporate ability), as well as product-related expertise and innovation capacity. This research identifies the boundary conditions of the above effects by introducing the moderating role of "corporate competence", and further sheds light on consumers' psychological processes that underlie their judgment.Les programmes de responsabilité sociétale institutionnelle (RSE) se retrouvent de plus en plus diversifiés et sophistiques. Malgré l'usage rependu et l'évolution rapide de ces pratiques, peu de recherches marketing visent à examiner les nombreuses nuances de diverses stratégies de responsabilité sociale institutionnelle (Peloza and Shang 2010). Par conséquent, le but de cette thèse est de comprendre comment les diverses orientations stratégiques de responsabilité sociale institutionnelle peuvent donner naissance à des réponses différentes de la part du consommateur. Deux études inter-reliées ont été menées pour parvenir à ce but. L'étude 1 vise à démontrer de façon préliminaire comment les différentes formes de responsabilité sociale institutionnelle (Philanthropique, Promotionnelle et Création de Valeur) sont corrélées avec des évaluations individuelles distinctes de marques institutionnelles qui ont à la base des motivations de responsabilité sociale institutionnelle différentes.L'étude 2 démontre le processus utilisé par les consommateurs pour classifier les divers effets des différentes formes de responsabilité sociale institutionnelle rencontrées. Ensembles, nos études démontrent que lorsque la forme de responsabilité sociale institutionnelle Création de Valeur est perçue comme étant supérieure à celle Philanthropique ou Promotionnelle, les consommateurs attribuent aux institutions misant sur la première forme de responsabilité sociale: 1) une meilleure image (ex : meilleure image et crédibilité de responsabilité sociale institutionnelle); 2) de meilleurs jugements de compétences (ex : meilleure habilité institutionnelle perçue) ainsi qu'une meilleure expertise des produits et une capacité supérieure d'innover. Cette recherche illustre les conditions-limites des effets démontrés ci-dessus en identifiant le rôle modérateur des « compétences institutionnelles » et, par conséquent, contribue à clarifier davantage les processus psychologiques des consommateurs en ce qui a trait aux diverses formes de responsabilité sociale institutionnelles.
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Dahlin, Frida, and Anna Ledel. "Strategic Corporate Social Responsibility in Rapidly Growing Firms : As a way of Strengthening the Corporate Brand." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25872.
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Title: Strategic Corporate Social Responsibility in Rapidly Growing Firms – As a way of Strengthening the Corporate Brand Authors: Frida Dahlin and Anna Ledel Supervisor: Thomas Helgesson Examiner: Venilton Reinert Level: Bachelor thesis Keywords: Corporate social responsibility, Corporate brand, Gazelle companies Research question: How can gazelle companies develop CSR strategies to strengthen their corporate brand? Purpose: The purpose of this research is to investigate how Swedish gazelle companies are taking their rapid growth into consideration when working with CSR as a way of strengthening their corporate brand. This paper aims to examine how Swedish gazelle companies are managing their CSR strategies and if the fact that they are fast growing firms is affecting their strategic work, and in that case how. This paper aims to contribute with a better adjusted model of CSR that is applicable in the context of rapidly growing firms. Methodology: A deductive and qualitative method was chosen for a deeper, more detailed and descriptive explanation of the considered subject. Theoretical frame of references: Theories regarding previous research of corporate brand, CSR, reputation management and rapidly growing firms are brought forward. Empirical findings: Primarily data was collected and presented from three rapidly growing firms in Sweden. Conclusion: A new model has been developed that is aimed for gazelle companies to use when working with and developing CSR strategies as a way of strengthening the corporate brand.
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Helmer, Emilie, and Karin Ståhl. "How to define Corporate Social Responsibility : A case study on a service company." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9359.
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Background: In the beginning of the 1960´s, pollution and immoral behaviour was common in the business world and as a reaction to this, an increased interest for socially beneficial activities occurred. Since then, large amount of literature and research has been conducted within the matter and the concept of corporate social responsibility (CSR) has developed. Today, stakeholder theory is a common aspect when discussing CSR and some researchers argue that the stakeholders influence to what extent an organization engages within socially responsible activities. Yet, there is still an inquiry to identify what social responsibility really is and to define it.
Problem: Due to the augmented interest for CSR many large organizations engage in CSR activities. However, one industry where little research and literature has been conducted in the field of CSR is in the context of service organizations.
Purpose: The purpose of this thesis is to analyze how Corporate Social Responsibility is defined and how it is exercised in the context of service organizations and also the importance of different stakeholders in this process.
Method: In order to execute this, qualitative case study on a service organization was performed. This was executed because the nature of the purpose was explanatory and the intention was to gain a deeper knowledge about the concept of CSR within a service organization context. Nine interviewees with different stakeholders from one single organization were executed in order to fulfill the intended purpose.
Conclusion: The definition of CSR is rather complicated in a service organization context. A strong correlation between position and knowledge about the concept was identified. Service organizations tend to engage in strategic CSR activities to a greater extent than pure altruistic. Moreover, several stakeholders seem to influence the process of CSR in a service organization. The demand from the shareholders is considered as vital in the aspect of social responsibility, as well as the demand from customers and employees.
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Gupta, Sharat, John Kulen, and Botan Bozarslan. "CSR from a company perspective : A case study of Tele2 AB and Nordea Bank AB." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-19471.
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Williams, Zoe. "The Political Possibilities of CSR: Mining Company-Community Conflict in Peru." Thèse, Université d'Ottawa / University of Ottawa, 2012. http://hdl.handle.net/10393/23259.
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This paper examines the ways in which corporate social responsibility (CSR) is used by mining companies in Peru to minimize conflict between themselves and communities. It assesses the use of CSR at both the community and national levels, and concludes that there are important limitations to a reliance on the privatized management of social conflict. Most importantly, a reliance on corporations to manage conflict in which they themselves take part inherently limits the outcomes of this conflict for the communities to those which do not threaten the business interests of the companies. This paper further argues that the political organization of communities and the involvement of external actors in the conflict has an effect on the type of CSR policies enacted by the company. Thus, communities who are better organized, especially with the help of external actors, may achieve more favourable results from CSR-led negotiations with companies.
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Gonzalez-Padron, Tracy L. "Turning corporate social responsibility into opportunity a study of stakeholder orientation and marketing /." Diss., Connect to online resource - MSU authorized users, 2007.
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Thesis (Ph. D.)--Michigan State University. Dept. of Marketing and Supply Chain Management, 2007.Title from PDF t.p. (viewed on Apr. 21, 2009) Includes bibliographical references (p. 163-184). Also issued in print.
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Liu, Zhouhong. "Opportunities and Challenges for Small Condiment Company in Implementing Corporate Social Responsibility in China." Thesis, Högskolan i Gävle, Avdelningen för Industriell utveckling, IT och Samhällsbyggnad, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19120.
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Abstract Background and purpose: Many people think that the corporate social responsibility is inseparable from large companies. However, small condiment companies have come to realize the importance of corporate social responsibility in recent decades as well and begun to implement it gradually. But there are still some challenges and opportunities that are faced by small condiment companies. This study will contribute to increases in literature of corporate social responsibility of SME by examining the SME in Chinese state policy context. And the purpose of this study is to find out the opportunities and challenges confronted by small condiment companies in implementing corporate social responsibility through the case study of the small condiment company, Meihua Condiment Co. Ltd. Shandong Branch. Method: The main method used in this study is single case study, which helps the authors get in-depth investigation, rich description and better understanding of how a small condiment company implements corporate social responsibility and the opportunities and challenges it faces therein. In this thesis, semi-structured face-to-face interviews that are aimed to get detailed information about the small condiment company---Meihua Condiment Co. Ltd. Shandong Branch are held. Since the face-to-face interview allows more communication between the authors and interviewees, and through the interviews, the authors get more familiar with the main condition of the company and know how they implement the CSR, as questions raised to the interviewees mainly concern how the company runs and how it implements corporate social responsibility. Around the topic of implementing CSR in small companies, the authors had looked up and analyzed the internet information like in China Development Observations, professional journals, and different digest like Special Focus, thus come up with an conclusion that small companies are faced with both challenges and opportunities. Furthermore, through the practical investigation of a small typical company--Meihua Condiment Co. Ltd. Shandong Branch, the authors make a step future to prove this argument. Conclusion: During the process of implementing CSR, small condiment companies may face plenty of opportunities such as low production cost, high group cohesiveness and less social responsibilities, but also lots of challenges such as enterprise development resistance and low social recognition. The investigation on a condiment SME in China shows that it’s important to combine both business opportunity and government effort for small condiment company to implement CSR. The small condiment company can take the advantage of its little social responsibility to save much effort to promote productions, utilize its strong staff coherence to improve production enthusiasm, make effort to do charity work well to establish good reputation, transfer the capital saved from taxes reduction to development, actively carry out moral construction for responding the nation’s summons, enhance enterprise’s sense of social responsibility. Meanwhile, the company shall also face challenges and take full advantages of them. What is more, due to the financial constrain and lack of external attention, the government shall transform its functions, deepen the reform, create good external environments and broaden the financing channel for small condiment company, enhance the company’s sense of safe production and solve the environment and products problems well. Key words: Corporate Social Responsibility (CSR), Small Condiment Company, Opportunities, Challenges, Corresponding Countermeasures
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Andersen, Mette. "Corporate social responsibility in global supply chains : understanding the uniqueness of firm behaviour /." København, 2005. http://www.gbv.de/dms/zbw/495269956.pdf.
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Yoh, Taeho. "THE EFFECTS OF CAUSE-RELATED MARKETING FOR CORPORATE TRANSGRESSIONS ON CONSUMER RESPONSES." OpenSIUC, 2018. https://opensiuc.lib.siu.edu/dissertations/1502.
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As companies commit an increasing number of socially irresponsible behaviors, high profile corporate transgressions have become major social problems in many countries. Corporate transgressions are defined as serious violations of social norms and standards (White, Bandura, & Bero, 2009). Corporate transgressions tend to detrimentally affect the relationship between companies and their consumers, leading to negative consumer responses to the brand and product (Aaker, 2012; Lindenmeier, Schleer, & Pricl, 2011; Ingram, Skinner, & Tayler, 2005). Many companies use short-term marketing activities to improve consumer responses; however, these recovery strategies have temporary effects (Beverland, Chung, & Kates, 2009). There is no doubt that building long-term relationships with consumers is vital for companies to promote positive responses. Cause-related marketing (CRM) has been one of the most widely used activities to build long-term relationships with consumers because it can demonstrate a company’s sincere commitment to social responsibility (Ailawadi & Keller, 2004; Gupta & Pirsch, 2006; Kotler & Keller, 2006; Nan & Heo, 2007; Varadarajan & Menon,1988). Despite the fact that CRM can help build long-term relationships with consumers, there is a dearth of empirical study on the effectiveness of CRM as a corporate crisis recovery strategy. The purpose of this study is to investigate the effectiveness of CRM as a recovery strategy in changing consumers’ psychological (attitudes) and behavioral (purchase intentions) responses after corporate transgressions. More specifically, this study will examine the effects of corporate commitment types (time vs financial), degrees (long-term vs short-term and large vs small amount), and fit (high vs low) conditions between a cause and a company on consumer responses. A total of 213 college students (94 women, 119 men), between the ages of 18 and 25, participated in this experimental study. The participants were randomly assigned to one of eight between-subjects treatment conditions in which they read two short scenarios about a company’s (Brand X) corporate transgression and commitment to a CRM (sponsoring the Special Olympic games or the Human Society) campaign. Manipulation checks were conducted on time commitment, financial commitment, and fit conditions. The results of CFA, using LISREL 9.1, support the reliability and validity of all measures. The composite reliabilities (Cronbach's α) of the two constructs (attitudes and purchase intentions) are .72 and .798 respectively. The average variance extracted (AVE) of the attitudes (.593) and the purchase intentions (.611). For the convergent validity, all estimated loadings of indicators for the underlying constructs are significant (the smallest t-value = 4.32, p < .05). For the discriminant validity, as indicated earlier, AVEs for two constructs are, .593 for consumer attitudes and .611 for consumer purchase intentions, are greater than the squared correlation (.454) between two constructs. In addition, the goodness-of-fit statistics show a good overall fit (χ2 = 131. 57, p > .01, CFI= .94, GFI = .93, and RMSEA = .051). The results of the current study revealed that the company’s long-term and large financial commitments to a CRM campaign significantly changed participants' psychological and behavioral responses. However, the fit conditions did not significantly affect consumers’ response changes. The 2 x 2 x 2 interaction effects revealed that the time commitments play a more significant role in changing consumer responses than financial commitments and fit conditions. Furthermore, the combination of a long-term and a large financial commitment with a high fit condition showed the most significant consumer response changes. These findings support the fact that consumers value a company’s CRM activities when they are aware of the company’s sincere commitment. Hence, it is vital for marketing managers to demonstrate their consistently support to causes, rather than making a quick decision to engage in CRM activities. In addition, the findings of this study confirm that gaining positive responses from consumers takes a great effort for companies. Thus, companies should be conscious not to commit socially irresponsible behaviors that damage their relationships with consumers.
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Ngwenya, Zanele Ziphelele. "The value drivers of investing in sport-based corporate social responsibility initiatives." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/25617.
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This exploratory research study has provided the theorisation of the key drivers of why South African companies invest in sport-based Corporate Social Responsibility (CSR) programmes. The objectives of this research were addressed through a case study using unstructured qualitative interviews conducted with five (5) managers from companies that are funders and trustees of The Sports Trust. This research identified key drivers of companies’ investment in sport-based CSR as: social integration and economic development; assisting companies in implementing their strategies; improving the companies’ performances through attracting and increasing their client base; bringing immediate gratification and other intangible benefits; fulfilling regulatory requirements for public and other regulatory bodies; and being seen as good corporate citizens. Companies are now closely integrating CSR investment with sponsorship issues which seek to promote brand awareness, consumer loyalty and profitability of their products. Companies are also combining their CSR initiatives with their cause-related marketing campaigns as well as in the creation and innovation of new products. From the qualitative data analysis, it was possible to conclude that although funders of The Sports Trust’s views of CSR tend to highlight different aspects, they fit the legitimacy theory which can be considered a mix of economic and ethical theories described by Goddard (2005). Moreover they could be considered as being complementary. CopyrightDissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
unrestricted
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Carter, Assheton Stewart. "Mining companies as agents of development? : corporate social responsibility, participation and local community at mining projects." Thesis, University of Bath, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.323581.
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Widmer, Matthias, and Titus Okara. "Company Stakeholder Responsibility : A Case Study of H&M and their CSR Strategy." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-15055.
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Problem: The scarcity of resources and increasing awareness of human rights issues in the media and the public are increasing the pressure on companies to introduce a Corporate Social Responsibility (CSR) strategy. Company Stakeholder Responsibility is a relatively new model in this field and is suggesting a wider approach to CSR. Purpose: The purpose of this thesis is to describe the topics of CSR, Stakeholder Theory and Company Stakeholder Responsibility and apply them in order to analyze the CSR strategy of H&M. The focus is on the similarities and differences between the theoretical requirements of the Company Stakeholder Responsibility model and the practical CSR strategy currently applied by H&M. Method: The approach used in this thesis is a case study approach with a focus on documentary exegesis. Documents were collected from H&M, media and NGOs and two interviews were conducted. Result: The CSR strategy of H&M is based on their seven commitments and has a very strong focus on the work with their suppliers. The main instrument for the implementation of the strategy is their Code of Conduct (COC) and for the monitoring, there is an auditing system with regular audits conducted by H&M. Conclusion: H&M with their CSR strategy has many similarities with the Company Stakeholder Responsibility model and they are trying to expand it to more stakeholders. While their strong focus on suppliers is good because they are their most important stakeholders, which also brings a danger of neglecting other stakeholder in terms of CSR. The strong focus on the price in their business model might also bring problems.
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Pallez, Marianne Ambre. "Exploratory study of corporate social responsibility: blogs as a communication tool to enhance company-stakeholders relationships." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/11288.
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O conceito de responsabilidade social corporativa (RSE) evoluiu gradualmente do objetivo de satisfazer as expectativas dos acionistas para o cumprimento das expectativas das partes interessadas. Tornou-se um conceito amplamente aceitado e promovido como as empresas enfrentam maiores pressões de atores internos e externos para cumprir objetivos sociais maiores. Assim, elas cada vez mais comunicam sobre os esforços de responsabilidade social delas, a fim de fomentar a confiança e o envolvimento dos stakeholders. Mas o aumento da cidadania global e as novas tecnologias de informação e de comunicação – como as mídias sociaias – está criando uma paisagem desafiador para a comunicação RSE, se traduzindo em escrutínio e ceticismo do público. No entanto, também está criando novas oportunidades para as empresas compartilhar e interagir com as partes interessadas. O estudo analisa especificamente como os blogs corporativos dedicados à comunicação RSE conseguem melhorar as relações entre as empresas e as partes interessadas. Esta pesquisa exploratória da estrutura e das mensagens de 9 blogs corporativos, é baseada em um quadro de análise sobre comunicação RSE em plataformas de mídias sociais desenvolvido por Gomez e Chalmeta (2013). O quadro está melhorado e adaptado para blogs graças à literatura sobre comunicação RSE, mídias sociais e blogs corporativos. Os resultados demonstram que o uso de características de blogs como apresentação, conteúdo e interatividade, é diversificado e reflete estratégias diferentes de comunicação RSE. Blogs permitem às empresas aumentar a visibilidade da comunicação RSE, melhorar a credibilidade e a legitimidade dos esforços de responsabilidade social, e também trazer discussões com os stakeholders. No entanto, demonstramos que as características e recursos dos blogs raramente são totalmente desenvolvidos, sugerindo avenidas para a melhoria no campo da comunicação nas mídias sociais. Especificamente, o uso da interatividade para criar relações baseadas em diálogo entre empresas e stakeholders está até atrasado em relação à extensão das oportunidades oferecidas pelos blogs. Além disso, o grau de utilização das ferramentas de blogs determina a eficácia da comunicação de RSE 2.0 das empresas na criação de relações empresa-stakeholder.
The corporate social responsibility (CSR) concept has gradually evolved from the objective of fulfilling shareholders’ expectations to the one of fulfilling stakeholders’ expectations. It has become a widely accepted and promoted concept as companies face increased constraints from external and internal actors to fulfill broader social goals. Hence, they increasingly communicate about their CSR efforts, in order to foster confidence and involvement of stakeholders. But the rise of global citizenship and new information and communication technologies such as social media is creating a challenging landscape for CSR communication as it translates into additional scrutiny and skepticism from the public. However, it also creates new opportunities for companies to further share and engage with stakeholders. This study analyzes specifically how corporate blogs dedicated to communication about CSR manage to enhance company-stakeholder relationships. This exploratory research of the structure and postings of 9 corporate blogs is based on a framework about CSR communication on social media platforms developed by Gomez and Chalmeta (2013), which is improved and adapted to CSR blogging on the basis of literature about CSR communication theories, social media, and the corporate blogging phenomenon. Results demonstrate that the usage of features such as presentation, content and interactivity is diverse and reflects different CSR communication strategies. Blogs allow companies to increase the visibility of their CSR communication, to improve the credibility and legitimacy of their CSR endeavors, and to bring about discussions with their stakeholders. However, we argue that features and resources of blogs are rarely fully developed, suggesting avenues for improvement in the field of social media communication. More specifically, the usage of interactivity as a means of creating dialogue-based relations is still lagging behind the extent of opportunities offered by blogs. Moreover, the degree of utilization of blog tools determines the effectiveness of companies’ CSR 2.0 communication in the improvement of company-stakeholder relationships.
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Oredsson, Lindsey. "Communicating Responsibility : Audience reception of CSR communication on social media." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104697.
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This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages. Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens. Results indicate that the two countries have more similarities than differences. Americans have a slightly more positive outlook on the communication and they are more likely to look up information about CSR initiatives after hearing a corporate message. This might indicate a more profound interest. Cultural and social differences are given as a possible explanation for the key differences.
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Bergelin, Erik, and Martin Wastesson. "Corporate Social Responsibility in Vietnam : A Study of the Relation between Vietnamese Suppliers." Thesis, Linköping University, Department of Management and Engineering, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-8133.
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Vietnam is a developing country in South-East Asia with borders toward China, Laos and Cambodia. As other countries in the same area are far more developed, Vietnam can gain a lot from international trade. It is an important factor for a country to build prosperity and gain economic growth and thereby reach a higher standard of living. But for a company to succeed in the international market is a demanding task. Both internal and external factors that influence a company’s competence need to be taken into consideration. The awareness of Corporate Social Responsibility is increasing every day and it is becoming a more and more important factor for the end-customer as well as the buyers and suppliers. This Master Thesis deals with the relationship between Vietnamese suppliers and their international buyers and how Corporate Social Responsibility affects that relation.
The result of the study shows that there are advantages for both the Vietnamese supplier and the international buyer. Companies that work together and care for each other will end up with a strong and long-term relation. Both the quality and the productivity increased and that the staff turn-over decreased when introducing CSR. One also has to understand that the international customers are in command and that the suppliers are merely following the customer’s demands. Furthermore, quality, price and delivery time are the most important factors when choosing a supplier but by working with CSR these factors will also be affected positively.
It was also, apart from the main focus of this thesis, interesting to discover how corruption and cultural differences affected the supplier-buyer relation and also the discussion about whose responsibility it actually is to work with these issues; the buying rich customer or the relatively poor supplier?
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Santos, Jadidi Philip, Bljerim Sokoli, and Winny Giang. "Corporate Social Responsibility : En kvalitativ studie kring hur lönsamhet påverkas av ett företags samhällsansvar." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-19506.
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Sammanfattning ”Corporate Social Responsibility – En kvalitativ studie kring hur lönsamhet påverkas av ett företags samhällsansvar.” Datum: 31 maj, 2013 Nivå: Kandidatuppsats i företagsekonomi, 15hp Institution: Akademin för ekonomi, samhälle och teknik, EST, Mälardalens Högskola Författare: Philip dos Santos Jadidi, Winny Giang & Bljerim Sokoli. Titel: Corporate Social Responsibility – En kvalitativ studie kring hur lönsamhet påverkas av ett företags samhällsansvar. Handledare: Jimmie Röndell Nyckelord: CSR (Corporate Social Responsibility), Bostad AB Mimer, Relationer, Marknadsföring. Frågeställning: På vilket sätt är CSR lönsamt för Bostad AB Mimer? Syfte: Syftet är utvärdera hur Bostad AB Mimer arbetar med CSR inom olika verksamhetsområden för att uppnå sina kärnvärden (omtanke, nytänkande och engagemang). Metod: En kvalitativ studie baserad sju genomförda intervjuer med Bostad AB Mimers anställda och andra intressenter. Intervjuerna operationaliserades med de teorier som inhämtats från bland annat Google Scholar och LUB search, för att införskaffa god empirisk data för vidare analys och slutsats. Slutsats: De slutsatser som framkommit är att Bostad AB Mimer aktivt arbetar med CSR som genomsyrar hela deras verksamhet med medarbetare som brinner för deras arbete. Företaget tar samhällsansvar genom sina verksamhetsområden som bland annat Jobbpunkt Väst, Gröna Mimer och GrannNet. Bostad AB Mimer arbetar mycket med sociala, miljö och hållbarhetsfrågor samt olika ansvarstagande för att framstå som goda samhällsmedborgare. Deras kärnvärden (ONE) ska finnas i medarbetarnas medvetande när de utför sitt arbete. De olika kärnvärden som är implementerade i Bostad AB Mimers CSR-arbeten bidrar till ökad lönsamhet på längre sikt för företaget.
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Norris, Samuel James. "Corporate Social Responsibility: A Financial Performance-Based Approach in Understanding CSR." Ohio University Honors Tutorial College / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1354842245.
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Senninger, Julia Thérèse. "Nudge to budge - social marketing in restaurants : A pilot study in Sweden." Thesis, Uppsala universitet, Institutionen för geovetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-260098.
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The aim of this research was to conduct a pilot study to identify if increased written communication at restaurants would affect customer and staff awareness of the restaurant’s sustainability efforts. By using before-after questionnaires among employees and customers possible changes among the two stakeholder groups be recorded. As the restaurants had recently joined the new network Sustainable Restaurants in Sweden, the effect of this collaboration on their CSR efforts and communication was evaluated through semi-structured interviews with the restaurant representatives. Social marketing was the underlying theory for this study, with focus on opportunity and ability. The restaurants communication efforts were identified as nudges. The study showed that collaborating in order to start communicating can prove to be an effective support mechanism. Increased communication proved to have somewhat an effect on customer awareness and staff awareness. Increased awareness amongst all actors of the food chain is a necessary step for a sustainable future.
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Inoue, Yuhei. "Investigating the Role of Corporate Credibility in Corporate Social Marketing: A Case Study of Environmental Initiatives by Professional Sport Organizations." Diss., Temple University Libraries, 2011. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/139359.
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Tourism and SportPh.D.
Corporate social marketing (CSM) refers to "a means whereby a corporation supports the development and/or implementation of a behavior change campaign intended to improve public health, safety, the environment, or community well-being" (Kotler & Lee, 2005a, p.114). The examination of CSM by professional sport organizations (PSOs) is significant since these organizations have the potential to serve as a particularly meaningful vehicle for promoting socially beneficial ideas and behavior (Chalip, 2006; Kaufman & Wolff, 2010; Loakimidis, 2007; Smith & Westerbeek, 2007). Despite this, little investigation has been undertaken in this research area (Irwin, Irwin, Miller, Somes, & Richey, 2010; Sparvero, 2010). Furthermore, no comprehensive framework exists that explains the process of how CSM influences consumer voluntary behavior in general business disciplines (Du, Sen, & Bhattacharya, 2008). The purpose of this study was to address this gap and investigate the role of corporate credibility in understanding the process of how PSOs influence consumer voluntary behavior through their CSM initiatives. The current research focused on corporate credibility based on previous research findings indicating that the credibility of a message source greatly influences the persuasiveness of its communication (e.g., Hovland, Janis, & Kelley, 1953; Pornpitakpan, 2004). This study developed a theoretical model positing that consumers would formulate their perceptions regarding the credibility of a PSO on supporting environmental protection ("environmental credibility") based on: (1) characteristics of the organization, (2) characteristics of the CSM initiative, and (3) characteristics of the cause. Environmental credibility, in turn, was expected to influence consumer pro-environmental behavior measured by daily recycling involvement and recycling intentions during the PSO's home games. The model further proposed that value congruence would have mediating and moderating effects on the relationship between environmental credibility and pro-environmental behavior. To test this theoretical model, the study collected data from fans of two PSOs that currently operate environmental initiatives. Structural equation modeling (SEM) analysis was employed to analyze the data (n = 368) obtained through web-based questionnaires. The SEM results indicated that the following four of the eight hypothesized antecedents of environmental credibility had significant positive effects: general credibility, perceived effort, perceived impact, and cause importance. Furthermore, environmental credibility was found to positively influence the two recycling behaviors as expected. Contrary to the theoretical propositions, however, the results did not find support for the positive mediating and moderating effect of value congruence. Overall, the findings of this study contribute to the literature by highlighting the role of corporate credibility when PSOs engage in CSM initiatives. Moreover, this research, as well as future endeavors, helps PSOs become an effective vehicle for promoting socially beneficial behavior, which ideally can lead to positive social change.
Temple University--Theses
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Šanderová, Lenka. "Cause-related marketing a principy jeho fungování." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76081.
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Nowadays firms are dealing with fierce competition and are "forced" to keep launching new products and strategies that would attract consumers'attention. One of the fastest growing marketing strategies - Cause-related marketing (CRM) addresses these trends as well as benefits from them. Cause-related marketing is a strategic partnership between a for-profit and non-profit organization. The contributions to the cause are made via consumer'purchases. As many statistics prove, CRM is a very effective strategy resulting in higher sales, enhanced image as well as loyalty. The question remains: how is it possible? What marketing concepts and techniques stand behind CRM? The diploma theses answers those questions and explains most important markteting and psychologial concepts from consumer's and firm's perspective.
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Lin, Hung-hsuan, and 林宏軒. "Can Corporate Social Responsibility be a Marketing Strategy？A Comparative Case Study of F Company and H Company." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/29824800792027363661.
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碩士國立臺南大學
科技管理研究所碩士班
99
‘Could corporate social responsibility act as a marketing strategy?’ This these aims to answer this question using corporate social responsibility theory and target arketing theory with the case study of two real estate development companies: F company and H company. A theoretical ramework was developed as a result of the case study. It concludes that corporate social responsibility is capable of ecoming one of the influential factors of market segmentation strategy and facilitates the corporate to define the target market. Ultimately, it leads the corporate to gain a unique position in competitive market and to win the recognition from the consumers. In general, corporate social responsibility could no longer be considered a duty for a corporate to fulfill in addition to making profit. On the contrary, fulfilling corporate social responsibility may help the corporate make reasonable profit at the same time. In the end, the thesis proposes future research direction and references for practice.
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Pires, Pedro Filipe Silva. "Good match: consumer perception of company-cause fit in corporate social initiatives of psi-20 corporate brands." Master's thesis, 2010. http://hdl.handle.net/10071/3613.
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Esta investigação enquadra-se no âmbito da Responsabilidade Social Corporativa com o tema
do Alinhamento entre Empresa e Causa das empresas do PSI-20 nas iniciativas sociais
corporativas. Assim, caracterizou-se esse alinhamento e analisaram-se os factores que o
influenciam.
Para responder aos objectivos de investigação realizou-se um inquérito por questionário
assente numa amostra por conveniência de 283 consumidores Portugueses, entre os 18 e os 64
anos, residentes na Grande Lisboa e no Grande Porto.
Os resultados demonstram que o Tipo de Causa é factor influenciador do alinhamento entre
Empresa e Causa e factor influenciador do alinhamento entre Sector e Empresa. Nas
características do Consumidor (Cliente, Geração Millennial e Género), os resultados dos
testes de hipótese não comprovaram a relação com o Alinhamento entre Empresa e Causa ou
com o Alinhamento entre Sector e Causa em qualquer uma delas. Foram parcialmente
comprovadas a correlação positiva entre o Alinhamento entre Sector e Causa e o Alinhamento
entre Empresa e Causa, a relação entre a Identificação do Consumidor com a Causa e o
Alinhamento entre Empresa e Causa e a relação entre a Identificação do Consumidor com a
Causa e o Alinhamento entre Sector e Causa. Finalmente, não se comprovou a correlação
positiva entre o Alinhamento entre Causa e Empresa e a Reputação da Empresa via RSE.
Conclui-se que o Tipo de Causa é importante na tomada de decisão sobre iniciativas sociais
corporativas e que deve ser seleccionado em função do Alinhamento entre Empresa e Causa.This study fits in the extent of Corporate Social Responsibility, and it is about Company- Cause Fit of social corporate initiatives of 10 PSI-20 companies. In order to better understand the construct of Company-Cause Fit, a full description of the concept (10 causes pre-determined and 10 companies) was made and the factors influencing that alignment were analyzed (Company, Cause and Consumer characteristics). In order to achieve the investigation goals a structured questionnaire was delivered through a sample of 283 Portuguese consumers living in Lisbon and Porto with ages between 18 and 64 years old. Concerning the Cause’s characteristics, the results demonstrate that the Cause’s Type is an influencer of Company-Cause fit and an influencer of Sector Cause fit. In spite of that, when consider the Consumer characteristics (Client, Millennial Generation and Gender) the tests do not prove the relation with Company-cause fit. On the other hand, partial proof was achieved concerning the correlation between Company-cause fit and Sector-cause fit, between Cause relevance to the Consumer and Company-cause fit and between Cause relevance to the Consumer and Sector cause fit. Lastly, the positive correlation between Company-cause fit and Company Reputation through Corporate Social Responsibility was not confirmed. This investigation concludes that the decision of which Type of cause to choose is an important one when a Company develops corporate social initiatives and that it should be oriented to manage Company-cause fit (an exploratory decision making support instrument is proposed – the Good Match analysis).
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Thiebaud, Rafael Jean. "Creating an ecological and responsible manufacturing surfboard company: Marshall Handplanes." Master's thesis, 2019. http://hdl.handle.net/10071/19860.
Full textAbstract:
This master thesis presents an entrepreneurial project based on combining the intelligence of the human being with the wisdom of nature, focused on the search for natural and sustainable solutions applied to the world of surfing and skateboarding.
The importance of this project lies in the consumer's awareness of the origin and process involved in the products acquired and the coherence of these concepts with the intrinsic values of a brand or company. Thanks to a ground study, we can see that today, especially in the world of surfing, there is a big paradox: for most of the people, surfing is closely linked to nature and its preservation, when in fact it is the opposite and every day is going to get worse, evolving in a throwaway industry.
For this reason, it is necessary a change, innovations and radical actions are necessary to demonstrate that there are ways and alternative solutions for what we know today to be able to develop a sustainable future for this sport.
The main reasons for the existence of this project is my particular interest in setting up and developing a project in the form of a company and my passion for innovation and surfing. I'm also friend with a good connoisseur of the surf industry, Alejandro Padro, who has professional experience in him and helped me through all the process. Therefore, I saw the need for the creation of a company that pursues ideals of respect, sustainability and logical development, using the greatest human capacity, intelligence, together with the wisdom of nature, which offers unsuspected alternatives, waiting for be discovered.Esta tese de mestrado apresenta um projeto empreendedor baseado na combinação da inteligência do ser humano com a sabedoria da natureza, focada na busca de soluções naturais e sustentáveis aplicadas ao mundo do surf e do skate. A importância deste projeto está na consciência do consumidor sobre a origem e o processo envolvido nos produtos adquiridos e a coerência desses conceitos com os valores intrínsecos de uma marca ou empresa. Graças a um estudo de campo, podemos ver que hoje, especialmente no mundo do surf, existe um grande paradoxo: para a maioria das pessoas, o surf está intimamente ligado à natureza e à sua preservação, quando na verdade é o oposto e tende a piorar, evoluindo para uma indústria descartável. Por esta razão, é necessário uma mudança, profunda para demonstrar que existem soluções alternativas para um futuro sustentável para este desporto As principais razões para a existência deste projeto são o meu interesse particular em montar e desenvolver um projeto na forma de uma empresa e a minha paixão por inovação e surf. Também sou amigo de um bom conhecedor da indústria do surf, Alejandro Padro, que tem experiência profissional no sector e contribuiu em todo o processo. Por isso, vi a necessidade da criação de uma empresa que busca ideais de respeito, sustentabilidade e desenvolvimento lógico, utilizando a maior capacidade humana, a inteligência, junto com a sabedoria da natureza, que oferece alternativas insuspeitas, aguardando serem descobertas.
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Mei-ChiChen and 陳美琪. "Relationship Between Corporate Social Responsibility and Company Performance." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/a392r4.
Full text
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Lu, Tsai-Fen, and 呂采芬. "The Relationship between Company Strategy and Corporate Social Responsibility." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/m6yt2w.
Full textAbstract:
碩士國立政治大學
會計學系
106
In this study, we analyze the relationship between corporate strategies and corporate social responsibility (CSR) investments, covering the period from 2001 to 2016, with a total of 10,181 valid samples. We use the organization’s rate of change regarding its products and markets to measure corporate strategies. The finding thus demonstrates an inverted U‐shape relationship between corporate strategies and CSR. Moreover, we find out an inverted U‐shape relationship between corporate strategies and peripheral-CSR, a U‐shape relationship between corporate strategies and corporate-governance-CSR, and an upward-linear relationship between corporate strategies and core-CSR in additional tests.
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Caracol, João Pedro Nogueira. "Corporate social responsibility and its importance in company strategy." Master's thesis, 2011. http://hdl.handle.net/10071/4042.
Full textAbstract:
Internacional Finance Master ProjectThe thesis offers a general review about corporate social responsibility (CSR) and some related subjects like CSR strategies, relation between stakeholders and shareholders, some CSR theories, its justifications and limitations, opinions from important economists and companies. We then show a bit of what are the first 10 companies from PSI-20 doing about its CSR strategies and in what point are they focusing. From the general public perspective, this thesis provides a preliminary study of the opinion that Portuguese people have about those 10 companies, CSR and its importance and what are the Portuguese views when confronted with the position of being different stakeholders. We focus primarily in what three different stakeholders, customers, suppliers and employees, expect from companies and their market strategies, based on existing studies outside of Portugal. After that, we use a survey made in Portugal in order to ascertain whether the idea is the same. Finally, this research suggests about in which areas the companies should invest firstly on in order to have a good CSR strategy.
A tese apresenta uma revisão geral sobre responsabilidade social empresarial (RSE) e alguns assuntos relacionados, como estratégias de RSE, a relação entre as partes interessadas e accionistas, algumas teorias de RSE, suas justificativas e limitações, as opiniões de economistas e empresas importantes. Também é estudado um pouco daquilo que as 10 primeiras empresas do PSI-20 estão a fazer sobre as suas estratégias de RSE, e em que pontos se estão a focar. Do ponto de vista público em geral, esta tese fornece um estudo preliminar da opinião que a população Portuguesa tem sobre as 10 empresas, a RSE e a sua importância e quais são as expectativas dos Portugueses quando confrontado com a hipótese de estarem na posição de diferentes partes interessadas. Concentramo-nos em primeiro lugar em três diferentes partes interessadas, clientes, fornecedores e trabalhadores, e o que estas esperam das empresas e das suas estratégias de mercado, com base em estudos existentes fora de Portugal. Depois disso, usamos um levantamento feito em Portugal, a fim de verificar se a opinião é a mesma. Finalmente, esta pesquisa sugere sobre algumas áreas em que as empresas devem investir em primeiro lugar, para ter uma boa estratégia de RSE.
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HO, KUO-CHIN, and 何國金. "The Study of Corporate Social Responsibility of Taiwan Power Company." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/94523187388450293617.
Full textAbstract:
碩士開南大學
公共事務管理學系
99
Corporate social responsibility has been implemented for many years in Europe as well as North America and as such has become a worldwide trend. The enhancement of international competitiveness and sustainable development has become a crucial issue in today’s continuing globalization of enterprises. Corporate social responsibility is one of the important ways to enable companies to enhance their international competitiveness and sustainable development. This research seeks to study and analyze the practice of promoting corporate social responsibility in Taipower by exploring three aspects; Taiwan Power Company, Government Agencies and Civil Society. The research methodology adopted is a case-by-case analysis based and focused on main subject ofTaiwan Power Company, government-owned and operated under the Ministry of Economic Affairs. This study will then have literary review to explore its theoretical basis and relevant actions, and further analyze the information obtained through in-depth interviews, observation and qualitative interviews. This research suggests three (3) distinctions: With respect to the Government-Owned Enterprises: (1) To take proactive initiatives toward social responsibility; (2) To educate employees and union members the social responsibility which will result in positive impact on enterprises and staff ; (3) To utilize the enterprise’s core competence to participate in community construction and provide employment opportunities for residents and form the groundwork for community support; (4) To establish social responsibility based on feedback compensation and incentives; (5) To set up organization dedicated to renewable energy in response to social expectations. With respect to Government Agencies: (1) To enhance the role and function of the government; (2) To assist Government-Owned enterprises in promoting and educating corporate social responsibility; (3) To extensively cultivate CSR professionals and teachers; (4) To assist the enterprise in publishing guidance related report. With respect to Civil Society: (1) Taipower CSR should be subject to public scrutiny; (2) To improve public awareness in social responsibility.
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葉珮筑. "Practice of Corporate Social Responsibility-an Example ofEuropean Pharmaceutical Company." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/82yf4e.
Full textAbstract:
碩士國立暨南國際大學
管理學院經營管理碩士學位學程碩士在職專班
107
In recent years, Corporate Social Responsibility（ CSR） has become more prevalent and popular with businesses. Sharing the profit to benefit the society becoming the core of a good company. This study is based on an example of a pharmaceutical company in Europe. In recent years, the case has indeed implemented CSR, and won several CSR awards. It has become a model of the industry. This study analyzes the origin, core and objectives of the case in the CSR, and compare with a number of CSR standards. The study found that the CSR goal of the case is "To create value for all stakeholders". At the same time, the case also provides sustainable growth and value to the company's stakeholders. The study found that the CSR of the case is the same as many CSR standards. The case is a dream target company that wants to engage in pharmaceutical-related industries. The results of the CSR implementation of the case can provide a reference for the pharmaceutical industry。
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HUANG, YU-CHIN, and 黃玉琴. "Corporate Social Responsibility and Environmental Sustainability:Case Study of Leezen Company." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/06253586048281570189.
Full textAbstract:
碩士亞洲大學
財務金融學系碩士在職專班
104
There is a coexistent relationship between corporations and societies. If there is no sustainable environment, there will be no chance for enterprises to develop. While enterprises pursue sustainable development, they should take not only economic and social responsibility, but also the environmental responsibility. The true social responsibility should include the positive impact of the firm on the social and natural environment, not only the pursuit of external image or reputation. Leezen Enterprise Co., Ltd. was founded in 1998. Through the promotion of organic agriculture, Leezen practices its tenet: recovering the earth and purifying the hearts. In addition, Leezen hopes to bring mutual benefit to the producers, sellers, and consumers through its operating principle: integrity, cooperation, and gratitude. Meanwhile, Leezen enhances itself with the interest of others, implements concern about health, earth, and life, and creates a healthy, harmonious, and sustainable world. In this paper, I choose Leezen Enterprise as the research object to explore its practice of corporate social responsibility, its performance of promoting environmental sustainability, as well as the enterprise spirit of how to assist producers and guard for consumers. I hope that through the case study of Leezen Company, the successful model can be referred to for developed enterprises, whether in the aspect of theory or practice.
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Costa, João Maria Carneiro Pacheco Carmona e. "Portuguese practices: Perspective on leadership, marketing and corporate social responsibility." Master's thesis, 2018. http://hdl.handle.net/10071/18721.
Full textAbstract:
The present thesis sought to investigate the Portuguese perspectives on Leadership,
Marketing and Corporate Social Responsibility (CSR). The purpose was to contribute to the
advancement of knowledge and theory and to contribute to the literature advancement in the
fields of Leadership, Marketing and CSR by presenting a study that identifies the tendencies
of the Portuguese managers perspectives on leadership effectiveness, leadership styles, softskills,
emotion intelligence, online marketing and CSR concept and its impact on brand
image, brand insurance and purchase intent. The objectives of this thesis were: to name the
leadership effectiveness skills; to verify what leadership styles are possible to identify, when
should each one be used and the effect each can have on employees; to establish the mostwanted
soft-skills by recruiters and the specific competences coming from emotional
intelligence; to establish the importance of online marketing within the company´s strategy
to engage consumers; and to identify the Portuguese idea of CSR and the impact CSR can
have on brand image, brand insurance and purchase intent. This investigation was based on
a primary source, from the application of interviews to a sample of fifteen Portuguese
managers, and secondary sources, consisting of bibliographic research and information
processing, included the systematized study based on books, journals, scientific articles and
electronic networks. As for the possibility of generalizing the results found in this thesis to
other contexts or samples, although this study complements the authors' perspectives on the
topics addressed, this was only an exploratory study that cannot be generalized or
representative.A presente tese procurou identificar a perspetiva dos gestores Portugueses sobre Liderança, Marketing e Responsabilidade Social Corporativa (RSC). O objetivo foi contribuir para o avanço do conhecimento e para o avanço da literatura nas áreas de Liderança, Marketing e RSC, através da apresentação de um estudo que identificasse as tendências da perspetiva dos gestores portugueses sobre as competências necessárias a uma liderança eficaz, estilos de liderança, soft-skills, inteligência emocional, marketing online e conceito de RSC e o seu impacto na imagem e segurança das marcas e na intenção de compra dos consumidores. A presente investigação teve como objetivos: identificar as competências necessárias a uma liderança eficaz; perceber quais os estilos de liderança possíveis de identificar, quando cada um deve ser usado e o efeito que cada um pode ter nos colaboradores; identificar as softskills mais procuradas pelos recrutadores e as competências específicas que advêm da inteligência emocional; entender como o marketing online pode facilitar a angariação de novos clientes e a retenção daqueles que já o eram; e entender a ideia que os portugueses têm de RSC e o impacto que consideram ter na imagem e segurança das marcas e na intenção de compra dos consumidores. Esta investigação baseou-se numa fonte primária, através da aplicação de entrevistas a uma amostra de quinze gestores portugueses, e fontes secundárias, constituídas por pesquisa bibliográfica e processamento de informação baseado em livros, revistas e artigos científicos e websites. Este é apenas um estudo exploratório e os resultados não devem ser generalizados ou considerados representativos.
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Kuo, Ying-Chun, and 郭盈君. "From company donations to explore Corporate Social Responsibility and supervision mechanism." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/04066157207489269151.
Full textAbstract:
碩士銘傳大學
法律學系碩士班
98
In terms of nexus of contracts theory, the nature of the corporation is to pursue shareholders’ greatest benefits. However, this theory was not conformed to the expectation of modern people. Therefore, some scholars argue that the nature of the corporation not only pursue the maximum benefits of shareholders, but also take social benefits. Companies are corporate juristic persons for profit-making purpose. With donations, companies fulfill their Corporate Social Responsibility. When donations of private profit-seeking companies are incompatible with the nature of profit-making, and how to constitute supervision mechanism. The paper introduces the America systems of company donations in the hope to provide a guideline for future legislation. Corporate governance is to enhance the managers responsible for the operation of the firm and pursue maximize the values. Our country has adopted the two-tier system as the structure of internal governance mechanism. The paper explores the mechanism of independent directors on corporate governance and the labor force whom is the corporate stakeholders and it is also important to take labors’ rights and interests.
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Yeh, Huai-Jen, and 葉懷仁. "Corporate social Responsibility: A Case Study of China Life Insurance Company." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/43869685462982669714.
Full textAbstract:
碩士元智大學
資訊社會學碩士學位學程
99
The research aims to explore the idea of social responsibility and the promotion of such concept in Taiwan. The insurance industry and China Life Insurance have won a number of awards and are therefore chosen as study cases for the recognition of their dedication to corporate social responsibility (CSR), and the innovative culture. The study found that China Life’s dedication to corporate social responsibility started from chairman Wang’s emphasize on the importance a “people” industry within a society. Because a company has the responsibility not only to take care of its staff, but also to protect the environment, help other starting businesses and the needy. People is an important but intangible asset of the life insurance industry. By promoting the notion of CSR, Group norm, staff cohesion and confidence of the workforce are also created. This positive energy can spread and reach out to customers through staff to enhance corporate image. The transformation of a traditional profit oriented corporation to one that integrates CSR into the core of business strategy can provide domestic life insurance industry and academia an example for future study and reference
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Wang, Wei-Ting, and 汪威廷. "A Study on Corporate Social Responsibility Strategy from the Institutional Isomorphism Theory- Taiwan Semiconductor Company Corporate Social Responsibility Report as an Example." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/prh8k9.
Full textAbstract:
碩士國立臺灣師範大學
全球經營與策略研究所
105
Corporate social responsibility becomes a global issue. In the past, managers only need to seek the greatest profits for shareholders. But with the rise of corporate social responsibility, most companies see corporate social responsibility as one of the most important decisions. In the academic circles, there are positive and negative views on corporate social responsibility. The positive side thinks that corporate social responsibility helps to enhance the image of the enterprise and increase the profit. The other party thinks that the investment in corporate social responsibility will cause waste. This study recognizes the views of the parties and studies the similarities and differences between corporate social responsibility activities and policies in Taiwan's semiconductor companies. This study explores the same cause of corporate social responsibility in Taiwanese semiconductor company through Institutional Isomorphism Theory. It also deduces the similarities and differences between the shapes and groups in each group through the corporate social responsibility report published by each enterprise. And finally learned that there are two or more isomorphic in the semiconductor industry in Taiwan, including the imitation of the coercive isomorphism of the supply chain customer requirements and the inter-industry norms. Also found that the same shape caused by the same shape for enterprises in the corporate social responsibility activities will have a better performance.
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Brower, Jacob Royce. "Essays on corporate social performance : an examination of the antecedents and consequences of corporate social performance." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-2717.
Full textAbstract:
There is growing evidence that a vast majority of CEO’s believe that sustainability-related issues are having or will soon have a material impact on their firms. Nearly all of the academic literature on the firm level impacts of corporate social performance (CSP) has focused on looking for a universally positive or negative effect of CSP on corporate financial performance (CFP). Recent literature in the CSP domain, however, has presented two questions that have been under-researched with respect to CSP by firms: 1) What are the processes and motivations that underlie the inclusion of CSP in firm strategic decisions? and 2) Why do some firms generate different market returns from their CSP? The present research consists of two studies that focus on developing an understanding of these two questions.
The first study uses a Contingency Theory approach and proposes that several organizational, market, customer, environmental and competitive characteristics of a firm predict a firm’s level of CSP. Findings based on a longitudinal, multi-industry sample of 447 firms over the period from 2000 to 2007 show that firms that have a corporate branding strategy, serve consumer markets, and have a greater degree of globalization have higher levels of CSP. Finally, this study also finds that higher levels of CSP relative to a firm’s industry result in higher levels of firm intangible value (Tobin’s q).
The second study examines the following: 1) Does CSP history moderate the relationship between CSP and CFP? and 2) Is there a CSR Black Hole with respect to a firm’s history of negative behaviors? That is, does past negative social performance of the firm negate potential benefits from current period changes in positive social performance? Using the Flow Signals framework proposed by Dekinder and Kohli (2008), this study finds that a (1) history of growth in negative CSP, (2) trend toward increasing negative CSP, or (3) more inconsistent history of positive or negative CSP (reversals) decrease the returns to positive social performance. This study also finds evidence of a CSR Black Hole, but show that firms may be able to exit this by consistently managing their social performance over time.text
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KUO, I.-CHUN, and 郭怡君. "A case study of the Corporate Social Responsibility on Marketing Strategy." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/uy8mza.
Full textAbstract:
碩士國立臺灣科技大學
管理學院MBA
99
This research aims to understand how Epson Taiwan Technology &Trading LTD (ETT) developed the corporate social responsibility policy and the marketing strategies, and integrate these two parts to create the green business opportunities. This research adopts the case study method by the ways of literature reviewing, secondary data collection, in-depth interviews. After the probe into the corporate social responsibility policy, the specific action and the marketing strategies, this research finds that: In terms of the policy development, ETT is deeply affected by the parent company in Japan. ETT believes that the "Trust-Based Management" concept of its parent company is equal to the corporate social responsibility, and it could also avoid a variety of business crisis and reach the objective of sustainable development by doing this way. In terms of the specific actions, ETT actively develops the new energy-saving products, implements of green purchasing and green supply chain, and sets the consumables recycling mechanism. Moreover, ETT choose the “Environmental Protection”, “Education”, “Image” to carry out the social participation by putting into the core technology, manpower, equipment and sharing experience of energy saving know-how. The features of ETT’s marketing strategy include “Environmental Protection”, “Energy Saving”, “consumer-oriented “, and ETT encourages the green consumption by using the Green Mark and Epson Eco-point.
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Yu-HsianHwang and 黃于軒. "Consumer Response to Marketing Effect of Corporate Social Responsibility – An Experiment." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/9b8x3x.
Full textAbstract:
碩士國立成功大學
企業管理學系
103
In the highly competitive market of consumer goods today, companies are pressurized to differentiate their goods and services in every way possible. The rapid expansion of corporates with worldwide outreach influence has resulted in larger responsibilities to meet public expectations, making corporate social responsibility (CSR) an important issue today. CSR benefits companies in several ways, improving company reputation, building brand image as well as generating revenue. Using experimental design as methodology, this study designs different scenarios to examine the influence of CSR on consumers’ purchase intention in Taiwan, determine the moderating effect of frequent-buy experience and further explore the price difference tolerance. Milk is used as an example, with similar volume and appearance, the CSR-related product is priced NT$15 higher. Results indicate that display of CSR activities can indeed elevate the purchasing intention of CSR-related products, even if it is priced higher than one of similar appearance. This positive stimulation of purchase intention after perceiving CSR is not weakened if consumers have frequent-buy experience of other CSR non-related products, but instead strengthened when consumers have frequent-buy experience of the CSR-related product. In addition, the public considers higher pricing of CSR-related products acceptable; as this price difference increases, the toleration of acceptance is higher for consumers with frequent-buy experience of the CSR-related product as compared to those with frequent-buy experience of CSR non-related product.
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Morais, Madalena Palminha Andreta. "How can corporate social responsibility campaigns enhance marketing strategies : LIDL’s approach." Master's thesis, 2016. http://hdl.handle.net/10400.14/20616.
Full textAbstract:
The present study pretends to expose and clarify one of the main controversial issues
and challenges of marketing these days: the implementation of Corporate Social
Responsibility campaigns to achieve better commercial figures. How it is ethical perceived by
consumers and how can it be built in order to be perceived as a win-win situation for both
parties: corporation and consumers.
This topic came as a result of a reflection about these matters that followed an
internship in the referred corporation: Lidl & CIA.
Lidl’s “Goodness Gang 2014” campaign was analyzed carefully, being the core
example of this project for its success in terms of sales and social goals. Due to the lack of
statistics given by the company, a quantitative metric and a survey were created to better
analyze consumers’ response to it.O presente estudo tem como principal objetivo expor e clarificar um dos assuntos e desafios mais controversos do Marketing nos dias que correm: A implementação de campanhas de Responsabilidade Social para atingir melhores metas de vendas. Como é que esta questão é eticamente interpretada pelos consumidores e como pode ser trabalhada de forma a ser percebida como uma situação positiva para ambos os lados envolvidos: a empresa e os seus consumidores. Este tópico resulta duma reflexão acerca da referida matéria, após um estágio curricular na empresa em questão: Lidl & CIA. A campanha do Lidl “Gang dos Frescos 2014” foi analisada pormenorizadamente, sendo o principal exemplo deste projeto pelo seu sucesso em termos de objectivos comerciais e sociais. Devido à falta de estatísticas disponibilizadas pela empresa em causa, um método quantitativo bem como um questionário foram criados para melhor analisar a reação dos consumidores à referida campanha.