The author of this paper has chosen to analyse two topics: 1) corporate social responsibility, 2) crisis communication. These two topics were chosen because of the reason that crisis communication and corporate social responsibility have a positive effect on brand reputation.
These two topics are analyzed and compared on two companies: Ryanair and EasyJet in the industry of low-cost airlines. The author has chosen these two companies because of three reasons. First, Ryanair and EasyJet are both are European low cost airlines, therefore this is a study of two “most-similar’ cases. Ryanair was chosen as it was the first low-fare airline in Europe, is now the second-largest low fare airline in Europe after easyJet based on revenue, but the largest when considering its value by market capitalisation. Second, there are available materials on Ryanair’s and EasyJet’s corporate social responsibility and criss communication both on their website, as well as in academic papers. Third, chosen companies for analysis are interesting in that they both are large airline companies - competitors and both have been highly visible in media.
The corporate social responsibility and crisis communication may be seen in several dimensions, either environmental, social etc. In this case study research is concentrated on CSR goals and practices of both of companies. Besides, In the face of crisis communication issues associated with Ryanair as well as EasyJet the importance of right corporate social responsibility management needs to be questioned.
In the further part of this paper the author will compare Ryanair and EasyJet in general by providing firm characteristics. Irish low-cost airline Ryanair Holdings PLC (Ryanair), based in Dublin, has long had an image as a maverick. Ryanair is known as the Europe’s biggest discount carrier. The Dublin-based airline, is also known for its low-fare policy and business model based on flying to cheaper, smaller airports rather than the more expensive hubs used by national carriers.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Literature review
- Corporate Social Responsibility
- Dimensions of CSR
- Responsive vs. Strategic CSR
- Categorization of CSR
- Case study
- Corporate Social Responsibility
- Easyjet
- Ryanair
- Comparison
- Crisis Communication (CC)
- EasyJet: Twitter Crisis
- Ryanair: Volcano Crisis
- Comparison of EasyJet vs. Ryanair
- Conclusion
- Key Findings
- Generalization of findings
- Discussion
- Managerial implications
- Limitations
- Contribution to the development of communication theory
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to explore the dimensions of corporate social responsibility (CSR) by analyzing two European low-cost airlines: Ryanair and EasyJet. The study compares their approaches to CSR and crisis communication, examining how well they align with existing models of CSR and reputation management. The research questions the importance of effective CSR management in handling reputational crises. * Corporate Social Responsibility (CSR) practices of low-cost airlines * Crisis communication strategies and their impact on brand reputation * Comparative analysis of Ryanair and EasyJet * The relationship between CSR and crisis management * Dimensions of CSR and their application in the airline industryZusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter introduces the research topic, focusing on the interplay between corporate social responsibility (CSR) and crisis communication in shaping brand reputation within the low-cost airline industry. The author selects Ryanair and EasyJet for comparative analysis due to their prominence, competitive relationship, and availability of resources. The choice of the low-cost airline industry is justified by its significance within the context of European Union legislation and its cross-border operations.
Literature review: This chapter provides a thorough examination of the existing literature on corporate social responsibility. It delves into different conceptualizations of CSR, exploring various dimensions such as economic, legal, ethical, and philanthropic aspects. The chapter also discusses the evolution of CSR models and their impact on stakeholders, including internal and external parties. Key frameworks and perspectives on CSR are presented, setting the stage for the subsequent case study analysis.
Case study: This chapter presents a detailed comparative analysis of Ryanair and EasyJet’s approaches to CSR and crisis communication. It examines their respective CSR initiatives and evaluates their responses to specific crises, exploring the effectiveness of their strategies in managing reputational risks. The analysis involves a comparison of the two airlines' performance in handling crises across various communication channels.
Schlüsselwörter (Keywords)
Corporate Social Responsibility (CSR), Crisis Communication, Ryanair, EasyJet, Low-cost airlines, Brand reputation, Reputation management, Stakeholder theory, Comparative analysis, European Union, Airline industry.
Frequently Asked Questions: A Comparative Analysis of Corporate Social Responsibility and Crisis Communication in Ryanair and EasyJet
What is the main topic of this research paper?
This research paper explores the dimensions of corporate social responsibility (CSR) and crisis communication within the context of the European low-cost airline industry, using Ryanair and EasyJet as comparative case studies. It examines how these airlines approach CSR, how they manage reputational crises, and the relationship between these two aspects.
Which airlines are analyzed in this study?
The study focuses on a comparative analysis of Ryanair and EasyJet, two prominent European low-cost airlines. Their selection is justified by their competitive landscape, the availability of data, and their significance within the European Union's aviation context.
What are the key themes explored in the paper?
The key themes include: Corporate Social Responsibility (CSR) practices of low-cost airlines; Crisis communication strategies and their impact on brand reputation; Comparative analysis of Ryanair and EasyJet; The relationship between CSR and crisis management; and Dimensions of CSR and their application in the airline industry.
What aspects of CSR are investigated?
The paper delves into various dimensions of CSR, including economic, legal, ethical, and philanthropic aspects. It also examines different models and frameworks of CSR and their impact on various stakeholders.
How does the paper analyze crisis communication?
The study analyzes crisis communication strategies employed by Ryanair and EasyJet, examining their responses to specific crises (examples are provided) and evaluating the effectiveness of their communication across different channels in managing reputational risks.
What is the structure of the paper?
The paper follows a standard academic structure: an introduction, a literature review covering CSR, a case study comparing Ryanair and EasyJet on CSR and crisis management, a conclusion summarizing key findings and their implications, and a discussion of limitations and contributions.
What are the key findings of this research (as previewed)?
The specific findings are not detailed in this preview, but the conclusion section will summarize the key observations from the comparative analysis of Ryanair and EasyJet's CSR and crisis communication approaches.
What are the managerial implications of this research?
The discussion section will explore the managerial implications derived from the study's findings, offering insights into effective CSR management and crisis communication for low-cost airlines and potentially other businesses.
What are the limitations of the study?
The limitations of the research will be discussed, acknowledging potential constraints on the scope and generalizability of the findings.
What is the contribution of this research to communication theory?
The paper aims to contribute to the development of communication theory by providing insights into the interplay between CSR and crisis communication, particularly within the context of the airline industry.
What keywords are associated with this research?
Keywords include: Corporate Social Responsibility (CSR), Crisis Communication, Ryanair, EasyJet, Low-cost airlines, Brand reputation, Reputation management, Stakeholder theory, Comparative analysis, European Union, Airline industry.
- Quote paper
- Karina Oborune (Author), 2014, Corporate Social Responsibility. A Comparative Study of Ryannair and EasyJet, Munich, GRIN Verlag, https://www.grin.com/document/316785
