Corporate responsibility towards society has played an important role for quite some time and will continue to gain in importance. The master thesis "Corporate Social Responsibility - Der Öffentlichkeitsauftritt im Kontext von CSR am Beispiel ausgewählter Unternehmen in Österreich" (Corporate Social Responsibility - Public Relations in the Context of CSR in the Example of Selected Companies in Austria) deals, as can be seen from the title, with the idea of CSR and sheds light on the public relations of four companies based in Austria (two national, two international).
In the first part of the thesis, the topic is dealt with in theory. At the beginning, the concept of CSR is defined and a distinction is made between it and similar, related concepts. Subsequently, the three pillars of CSR are discussed and the relationship to stakeholders is established. Due to the pressure from these stakeholders, a large corporation can hardly afford to operate without social commitment nowadays. In addition, CSR represents a win-win situation for both sides. Furthermore, in the course of the theoretical part, the development of CSR, both worldwide, Europe-wide and in this country, is examined in more detail and some organizations dealing with the concept are presented. Special attention is also paid to CSR communication.
Here, companies are confronted with a major challenge, as trust is built up by means of intact communication and the group appears credible, which moreover has a positive effect on the corporate image. CSR should always be practiced voluntarily and for moral reasons. Finally, the empirical part of the thesis examines CSR in corporate practice. By means of an oral interview with the respective CSR experts, the corporations were analyzed.
The interviews revealed that CSR is already implemented in all companies. However, as it is an ongoing process, competencies in this regard need to be constantly expanded and companies need to act in a forward-looking manner. The aim is to establish the concept in the minds of employees, to anchor CSR even more deeply in the corporate philosophy and to give something back to the stakeholders, both internally (employees) and externally (customers, interest groups, suppliers, neighbors, etc.), in short: to shape all corporate activity responsibly and to integrate CSR into everyday corporate life wherever possible.
Table of Contents
1. Introduction
2. Corporate Social Responsibility
3. Importance of CSR
4. Communication of CSR
5.CSR in business practice
6. The objects of investigation
7. Evaluation and interpretation of the results of the investigation
8. Overall summary/ conclusion and outlook
Bibliography
Appendix
Objective and Research Topics
This master's thesis explores the significance of Corporate Social Responsibility (CSR) within Austrian companies, specifically focusing on its integration into corporate communication and its overall contribution to business success. By analyzing the public image of four selected Austrian firms, the study examines how these organizations communicate their social responsibilities and to what extent their CSR activities are strategic rather than purely reactive.
- Implementation of CSR concepts in Austrian corporate practice.
- The role and influence of CSR within corporate communication departments.
- The contribution of CSR to achieving long-term corporate goals.
- Industry-specific differences in the perception and communication of CSR.
- The importance of stakeholder dialogue as a key instrument in CSR management.
Excerpt from the Book
1.1. Justification and relevance of the topic
Companies have been faced with a new challenge for some time. The time in which successful business in the sense of profit maximization at any price was in the foreground is over. In recent decades, society has shed respect for the large, multinational corporations (cf. Druckenthaner 2007: 1; cf. Hartinger 2009: 1). The decisive factors for this are, among other things, industrial change, the globalization of the economy, the increasing fear of job losses or the transparency of economic activity in the media (cf. Kuhlen 2005: 136). This development led to more and more grievances being uncovered on an ecological, economic and social level (cf. Druckenthaner 2007: 1; cf. Hartinger 2009: 1). The oil spill caused by BP in 2010 due to the explosion of an oil platform in the Gulf of Mexico is a prime example of an environmental disaster caused by a corporation. But also child labor or the exploiting of workers in developing countries are further misdemeanours of the corporations due to global competition and the resulting increasing competition (cf. ibid.).
Therefore, the public's demand that companies should take more responsibility for society and the environment has become increasingly louder and more than justified (cf. ibid.). In times of climate change and other environmental scandals, the interest or sensitivity of society with regard to the social responsibility of (especially multinational) corporations has increased (see ibid.). Profit maximization alone as a contribution to social responsibility is now regarded as a long outdated concept. Rather, the so-called CSR concept has prevailed in the recent past and the advance is not yet over. CSR is a young topic, but it is currently experiencing quite a boom (cf. ibid.: 2). The social responsibility of corporations has recently become a much discussed topic.
Summary of Chapters
1. Introduction: Outlines the relevance of CSR in the modern corporate landscape and defines the research scope and objectives.
2. Corporate Social Responsibility: Provides a comprehensive definition of CSR, its historical development, and related concepts like Corporate Citizenship and Corporate Governance.
3. Importance of CSR: Analyzes the reasons for the growing relevance of CSR, including its benefits as a business case and its connection to business ethics.
4. Communication of CSR: Explores tools and strategies for internal and external CSR communication, emphasizing the critical role of credibility and trust.
5.CSR in business practice: Details the empirical methodology, including the expert surveys conducted with CSR managers in Austria.
6. The objects of investigation: Introduces the four case study companies: BMW AG, SPAR, Energie AG, and Österreichische Bundesforste AG.
7. Evaluation and interpretation of the results of the investigation: Presents the findings from the expert interviews, analyzing motivations, definitions, and communication practices.
8. Overall summary/ conclusion and outlook: Synthesizes the results, tests the initial hypotheses, and provides a final outlook on the future of CSR in Austria.
Keywords
Corporate Social Responsibility, CSR, Corporate Citizenship, Sustainability, Corporate Communication, Stakeholder Management, Business Ethics, Corporate Reputation, Triple Bottom Line, Austrian Economy, Management Strategy, Transparency, Credibility, Trust, Sustainable Development
Frequently Asked Questions
What is the primary focus of this master's thesis?
The thesis focuses on examining the significance of CSR in Austrian companies and how it is integrated into their communication and corporate identity.
What are the core thematic areas discussed in the work?
The work covers definitions of CSR, the importance of stakeholder dialogue, the communication of CSR, and the link between CSR and corporate strategy.
What is the central research question addressed in this paper?
The primary research question is how responsible action is implemented in Austrian companies and what role CSR plays in their communication and goal achievement.
What methodology was used to gather empirical data?
The author conducted semi-structured expert interviews with CSR managers from four different large companies in Austria to gain qualitative insights.
What does the main part of the thesis cover?
The main part encompasses both theoretical foundations, such as the CSR pyramid, and empirical findings based on the expert survey results.
Which specific terms characterize the thesis's content?
Key terms include Corporate Social Responsibility, sustainability, stakeholder management, corporate communication, and corporate governance.
How does the thesis define the concept of CSR in practice?
It emphasizes that CSR is more than altruism; it is a strategic business approach that requires consistent, credible, and transparent communication.
What unique case studies are presented in this document?
The document provides specific case studies on BMW AG, SPAR, Energie AG, and Österreichische Bundesforste AG to demonstrate CSR in real-world practice.
- Arbeit zitieren
- Jürgen Mayer (Autor:in), 2011, Corporate Social Responsibility. The Public Image of Companies in the Context of CSR, München, GRIN Verlag, https://www.grin.com/document/1222861
