Csr and Branding
Corporate Social Responsibility and branding in a developing country.
1. Introduction
In this chapter the background of the thesis will be presented and discussed. Moreover, a literature review, research problem and research questions will be introduced in order to get an understanding of the study purpose. This is followed by the limitations and disposition.
1.1 Background
The companies of today are very aware of what the public and other stakeholders demand from the companies´ way of handle their responsibilities (Burchell, 2008). In order to form a strategy for the protection of their brand image and reputation many companies find themselves engaging in Corporate Social Responsibility activities (Kotler and Lee 2005), from now on abbreviated CSR. The desire of doing well and doing good in the society in which the company is operating have been of increasing interest world wide during the last decade. As a result, corporate reporting on social responsibility initiatives can more often be found in companies´ marketing strategies (Kotler and Lee, 2005).
Even though CSR activities are increasing among today´s organizations there is still lack of a general universally definition of this concept (Crowther and Capaldi, 2008). But in a broad perspective CSR is understood and described as the way companies integrate social, economic and environmental matters into their internal organization (values, culture, decision making and strategy), which leads to establishment of better society, wealth and better practices within the company (Horrigan, 2010). Considering the breadth of CSR it can subsequently be described in many different names: corporate responsibility, corporate sustainability, corporate accountability, corporate citizenship, sustainable development etc (Benn and Bolton, 2011). In a shorter explanation, CSR can therefore be explained as the relationship between a corporation and its stakeholder (Crowther and Capaldi, 2008).
Already in
1. Introduction
In this chapter the background of the thesis will be presented and discussed. Moreover, a literature review, research problem and research questions will be introduced in order to get an understanding of the study purpose. This is followed by the limitations and disposition.
1.1 Background
The companies of today are very aware of what the public and other stakeholders demand from the companies´ way of handle their responsibilities (Burchell, 2008). In order to form a strategy for the protection of their brand image and reputation many companies find themselves engaging in Corporate Social Responsibility activities (Kotler and Lee 2005), from now on abbreviated CSR. The desire of doing well and doing good in the society in which the company is operating have been of increasing interest world wide during the last decade. As a result, corporate reporting on social responsibility initiatives can more often be found in companies´ marketing strategies (Kotler and Lee, 2005).
Even though CSR activities are increasing among today´s organizations there is still lack of a general universally definition of this concept (Crowther and Capaldi, 2008). But in a broad perspective CSR is understood and described as the way companies integrate social, economic and environmental matters into their internal organization (values, culture, decision making and strategy), which leads to establishment of better society, wealth and better practices within the company (Horrigan, 2010). Considering the breadth of CSR it can subsequently be described in many different names: corporate responsibility, corporate sustainability, corporate accountability, corporate citizenship, sustainable development etc (Benn and Bolton, 2011). In a shorter explanation, CSR can therefore be explained as the relationship between a corporation and its stakeholder (Crowther and Capaldi, 2008).
Already in
References: Kotler, P., Wong, V., Saunders, J. and Armstrong, G. (2004). Principles of Marketing, 4th European edition. New Jersey: FT- Prentice Hall. Burchell, J. 2008. The Corporate Social Responsibility Reader. London and New York: Routledge. Kotler, P Crowther, D. and Capaldi, N. (2008). The ashgate research companion to Corporate Social Responsibility. MPG Books Ltd, Bodmin, Cornwall Suchman, M Benn, S. and Bolton, D. (2011). Key Concepts in Corporate Social Responsibility. SAGE Publications Ltd: London Werther, W.B Boulstridge, E and Carrigan, M.”Do consumers really care about corporate responsbility? Highlighting the attitude behavior gap.” Journal of communication management, (2000): 359-360 Gill, J and Johnson, P, 2010, Research Methods for Managers 4th Edition Ghauri, P and Gronhaug, K, 2010, Research Methods in Business Studies 4th edition. Pearson Education Limited. Trost, J, 2005, Kvalitativa intervjuer. Studentlitteratur, Lund. Halvorsen, K. (1989). Samhällsvetenskaplig Metod. Oslo: Studentlitteratur AB Yin, R.K, 2009, Case Study Research – Design and Method Ellen, P.S., Webb, D.J. & Mohr, L.A. (2006). Building corporate associations: consumer attributions for corporate socially responsible programs