Dissertationen: „CSR marketing“

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Puttnerová, Žaneta. "Interní marketing jako CSR strategie firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241380.

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This diploma thesis focuses on the application of the concept of social responsibility in business practise of the companies Sanofi-aventis, s.r.o., MSD IT Global Innovation Center s.r.o. Heineken Česká republika, a.s. This application is based on mentioned theoretical foundations and qualiative research. The thesis also analyzes and evaluates the implementation of CSR strategy of internal marketing in chosen companies. The aim is to suggest activities to effective application of internal marketing strategy for these companies.

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Åberg, Minna, and Filip Mattsson. "How CSR is marketed and optimized in the Swedish fashion industry : A qualitative study on digital marketing and web analytics when marketing CSR." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172912.

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The fashion industry is commonly known for being responsible for large amounts of environmental damage as well as having poor working conditions. This is why many companies operating withinthe Swedish fashion industry are working with Corporate social responsibility (CSR)in orderto become more sustainable. CSR is a well-knownconcept that has been researched in many studies as well asimplemented by many companies. While there are many ways to incorporateCSRactivities, the main goal is to take responsibilityfor the actions of the company, address stakeholder interestsand work towards more sustainable operations. Besides CSR, this study also investigates the use of digital marketing and web analytics in the Swedish fashion industry. While mostcompanies activelyuse digital marketing, a large number of companies fail at utilizing the full potential of web analytics when evaluating digital marketing strategies. Furthermore, thisstudy investigates how companies in the Swedish fashion industry use digital marketing and web analytics when marketing their CSR initiatives. The purpose of this study was todevelop a deeper understanding about the role that digital marketing and web analytics have in marketing CSR initiatives in the Swedish fashion industry. The Swedish fashion industry was the context investigated in this study as the fashionindustry is at front edge with implementingCSR initiatives,and is developing into becoming a less environmentally damaging industrywith stricter regulations and more knowledgeableconsumers.This study was conducted througha qualitative method with semi structured interviews. The respondents consisted of CEOs,sustainability experts as well as business developers working within the Swedish fashion industry. Through a thematic analysis, we have found themes which in turn were analyzed regardingCSR activities, digital marketing and web analytics. The findings showed that there was an existing controversy with the marketing of CSR, which might have been due to the lack of clear guidelines and regulations restricting what can be considered as sustainable products. This situation led to some marketingwithin the industry being considered as misleading marketing, while some companies did not dare to market their CSR initiativesdue to the fearof being criticized for green washing or not doing enough. Furthermore, the findings showed that digital marketing has a largerole in the Swedish fashion industry. While some companies worked extensively with web analytics to improve their marketing campaignsand social channels, othercompanies failed at utilizing the full potential of web analytics.

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Bělonohá, Romana. "Zelený marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-76908.

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The aim of the Thesis is to give an overview of selected companies from various industries that have an ecological approach and utilize green marketing together with a following overall evaluation forecast of likely development of the subject, mainly in the Czech Republic environment in comparison with the world.

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Persson, Stefan, and Frida Dahl. "Communication of CSR : How Swedish consumers' perceptions and behaviour are influenced by promoted CSR activities." Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1346.

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Problem: CSR is today a frequently used concept, as companies to a larger extent are held accountable for what is happening in the society. The company should also inform the stakeholders about their CSR activities in an appropriate way, in order to capitalise from all possible benefits. According to Schrader et al. (2006), one group that is extremely important to inform is the con-sumers. In order to make a trustworthy impression and gain the most bene-fits, the choice of CSR activity and way of communication is crucial for the company, and therefore the perceptions of the consumers are very impor-tant to know more about and understand. Little research has been done about the consumers’ perception of CSR, especially for Swedish consumers.Purpose: The purpose of this thesis is to find out how Swedish consumers’ percep-tions and behaviour towards a company are influenced by communication of specific CSR activities.Method: The data collection was done through a questionnaire that was completed online by 102 respondents. The respondents were asked to answer how their view of the company and willingness to buy from a company was changed by each the six specified CSR initiatives, as well as how they would prefer to get information about a company’s CSR activities. Their responses were analysed with help from consumer behaviour and promotion theories.Conclusions: All the initiatives gave a positive influence on the respondents’ perceptions, but the ones resulting in the most positive changes of the perceptions and willingness to buy were social responsible business practises, cause-related marketing and corporate philanthropy, which are initiatives where the com-pany are doing the largest effort instead of just encouraging others to make an effort. The respondents answered that they trust the companies’ infor-mation about CSR to some extent, but also think a third party should scru-tinise the companies’ activities and inform. The most favourable channel for CSR information was in the store and on packages, from environmental or-ganisations and the company’s webpage. Therefore it seems like the re-spondents value that the companies provide information, but are not too forward and pushing the information on them by for example advertise-ments.

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Mohamed, Bibri. "Corporate Sustainability/CSR Communications and Value Creation : A Marketing Approach." Thesis, Blekinge Tekniska Högskola, Sektionen för management, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4173.

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The purpose of this study is to explore the current practices in corporate sustainability/CSR communications and how this trend contributes to corporate value creation. More specifically, this study looks at this subject from the angle of how companies can use corporate sustainability/CSR communications in marketing activities to attain corporate marketing objectives. To achieve the aim of this study, an examination of the current practices in corporate sustainability /CSR communications was performed through a pertinent empirical and theoretical literature review as well as a quantitative and qualitative empirical method using a survey questionnaire. The author attempted, in the same way, to illustrate how corporate sustainability/CSR communications can strengthen corporate reputation and directly enhance financial performance. For theory, two bodies of literature (corporate communications and corporate sustainability) were selected for review in terms of the degree of synergy and integration between them and their implications for this thesis. The key findings from literature review and empirical study showed that the practices of corporate social responsibility communications occurs through CSR, Triple Bottom Line (PPP) or corporate sustainability reporting, stakeholder dialogue on sustainability issues and social and environmental communication programs. Also, the auditing and assurance of CSR reporting is carried out through different measures including internal (i.e. human resources management, CSR and/or PR department) and external (i.e. business partner, consulting or risk management firm) or both measures. It was also found that sustainability has been a part of corporate culture and strategy development for a number of organizations pursuing the sustainability path for decades. Moreover, public relations activity is ranked the most effective in communicating sustainability at corporate level and has the potential to reach a wide spectrum of stakeholder audiences. However, a level of skepticism was noticed among stakeholders towards corporate sustainability/CSR communications. Nonetheless, knowing how stakeholders perceive corporate image and what they expect in return for their support is fundamental in designing effective corporate and marketing communications strategies. Stakeholders’ relations management is the bottom line for success and sustainability of the business and lies at the core of CSR practice and its reporting. Further, the growth of corporate sustainability/CSR communications has reflected the keen interest from all stakeholders; hence, it has become a topic of major importance and also, as it was found, a key factor that experts and planners in the field should capitalize on and watch in competitive marketplaces. Furthermore, having a pro-social and environmental agenda means having a sound corporate and marketing communications strategies that can build a company’s reputational standing and create sustainable competitive advantages. The trend towards injecting sustainability into corporate decisions making and strategy development has come about through what organizations have achieved in terms of value creation pertaining to reputation and financial performance enhancement. The author’s review of the literature makes an advance on extant reviews of the literature by highlighting the importance of corporate sustainability/CSR communications in marketing with respect to corporate value maximization. Overall, this thesis endeavours to present contributions, avenues and departure of journeying for further empirical research and development. +46704352135

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Averstad, Markus, and Markus Eriksson. "CSR och B2B, olja och vatten? : En undersökning av CSR som konkurrensfördel inom Business-to-Businessmarknaden." Thesis, Södertörn University College, School of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3009.

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Hornemark, Malin. "Kommunicera CSR genom influencer marketing: utmaningar och möjligheter : – en kvalitativ studie." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-44732.

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Syfte: Syftet är att skapa förståelse för hur företag arbetar med CSR och om det är möjligt att använda sig av influencers som marknadsföringsverktyg när detta arbete ska förmedlas. Syftet är också att ta reda på om denna marknadsföring har några underliggande utmaningar och möjligheter. Metod: Studien utgår från en kvalitativ metod med en induktiv forskningsansats. Den empiriska datainsamlingen omfattar tio semistrukturerade intervjuer genomförda med två urvalsgrupper, bestående av företag och konsumenter. Den empiriska insamlingen har analyserats med en tematisk analys och en SWOT-analys. Studiens diskussion har utförts genom att relatera empirin till teorin. Resultat & slutsats: Resultatet har visat att företag inte arbetar enligt en traditionell utformning av CSR utan att snarare en uppdatering av begreppet som numera benämns som ”hållbarhet”. De tre dimensionerna som CSR består av utgör fortfarande grunden även i revideringen. Influencers går att använda i kommunikation av hållbarhet men det finns flertalet underliggande nyckelfaktorer som bör tas i beaktning innan verktyget implementeras. Förslag till fortsatt forskning: Faktorerna har sammanställts i en SWOT-analys som förslag till vidare forskning. Framtida studier kan studera fler svenska företag och se om dessa funna faktorer instämmer med varandra. Vid ett sådant tillfälle kan en tydligare modellering göras för hur denna typ av marknadsföring bör genomföras. Purpose: The aim is to create an understanding of how companies work with CSR and whether it is possible to use influencers as a marketing tool when CSR is being communicated. The purpose is also to find out if this communication has any underlying challenges or opportunities. Method: The study is based on a qualitative method with an inductive research approach. The empirical data consists of ten semi-structured interviews conducted with two selection groups, consisting of companies and consumers. The empirical data has been analyzed with a thematic analysis, a SWOT-analysis and the study’s discussion has been done by relating the empirical material to the theoretical references. Result & conclusion: The result has shown that companies do not work according to a traditional design of CSR, but with an updated version of the concept, now to be referred as ”sustainability”. The three fundamental dimensions in CSR is still the basis of the renewed CSR. Influencers can be used in the communication of CSR/sustainability but there are several underlying challenges and threats that should be considered before implementing the tool. Suggestions for future research: The challenges and opportunities have been summarized in a SWOT analysis and the summary is the proposal for future research. Future studies can be to study other Swedish companies and see if these found factors agree with each other. If this is the case, a better– more developed – version of the model can be done for how this type of marketing should be carried out.

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Nováková, Jana. "Using CSR to increase the value of the company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262335.

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The goal of the thesis is to find if and how active corporate social responsibility can increase the value of company together with identification of the most impactful activities in this regard. For this purpose, the thesis is structured into three parts. The first part provides overview of theoretical approaches to the company value with specific focus on Corporate Social Responsibility, sustainability and communication. In the second part, initiatives in the area of sustainability in a case company are reviewed. For this purpose, a leader and innovator in the area of CSR has been selected with variety of best practices that have been mapped. Based on the conducted research, the third part summarizes recommendations from both theory, as well as practice on those activities that should be considered by other companies for incorporation.

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Alhouti, Sarah. "Csr and facets of value creation| The role of key moderators." Thesis, The University of Alabama, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3612061.

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The value corporate social responsibility (CSR) creates for consumers still remains unexplored although its importance has been demonstrated in several contexts including pricing (Chang and Wildt 1994), retailing (Baker, Parasuraman, Grewal, and Voss 2002), and across cultures (Xiao and Kim 2009). Monroe (2003) argues that consumers would be willing to pay a higher price when they perceive a substantial value associated with making a purchase. In order to resolve many of the inconsistent findings in the CSR literature, such as the inconsistencies of CSR's ability to influence attitude (Sen, Bhattacharya, and Korschun 2006; Webb and Mohr 1998) and purchase intent (Mohr and Webb 2005; Trudel and Cotte 2009), it is necessary to explore which facets of perceived value consumers derive from CSR. However, without knowing what type of perceived value consumers gain from CSR, researchers and managers lack the information they need to understand why consumers are willing (or not willing) to pay a higher price in the context of CSR. The value created by CSR depends on the type of CSR activity that the company engages in (Peloza and Shang 2011). This study utilized cause-related marketing (CrM) as a type of CSR and proposed that it will influence consumers' values. Specifically, the value consumers derive from CrM will be moderated by perceptual and attitudinal factors. The perceptual factors examined in this study include the company's reputation, the authenticity of the CSR action, and the consumer's perceived personal role. The attitudinal factors included in the study are cynicism, moral disengagement, and consumer alienation. Two experiments were conducted, and the results show that an authentic CSR image accompanied with CrM influences consumers' esteem and spiritual values. This study also finds that consumer values of esteem and spirituality create favorable consumer responses. Finally, the consumer's perception that he or she has a personal role in impacting a cause enhances the value derived from CrM.

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Engelbrand, Sandra, and Patricia Lundberg. "CSR-Marketing : En studie om kunders köpbeslut och påverkan av hotellbranschens marknadsföringsarbete." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-68712.

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Lindblom, Adrean, and Johanna Gustafsson. "Konsumenters medvetenhet om företags arbete med CSR." Thesis, Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-1947.

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Borglund et al. (2012) argues that today it is becoming increasingly important for companies to work with CSR because stakeholders are more engaged in issues related to social responsibility and the environment. However, much research shows that it does not play a major role how companies work with CSR issues if the information does not reach the final consumer. The focus of this paper is therefore to examine how some of the major clothing companies communicate about their work with CSR issues and if consumers believe that they have the information needed to make an informed purchasing decision that support sustainable development in the garment industry. Our study has among other things found evidence that companies doesn’t reach out with information about their work with CSR. If they would like to reach out to costumers, they need to find better channels. Having the information on the website is not enough to reach out to consumers who are not currently looking for information on CSR. It is found in our study that the knowledge of store managers and other employees in the selected stores are deficient. It is therefore difficult for the consumer to get the information needed to make an informed buying decision.

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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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Saurage-Altenloh, Susan M. "The Measured Influence of Supplier CSR on Brand Performance Expectations in B2B Relationships." Thesis, Capella University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10262262.

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This research investigated the effects of supplier corporate social responsibility (CSR) on buyer expectations of corporate brand performance as well as the mediating effects of brand equity on buyer expectations of brand performance. For decades, organizations have integrated CSR as a business strategy to engage multiple stakeholders in a favorable manner. Extensive literature has revealed how CSR drives brand equity to sustain a brand’s competitive advantage through improved profitability and reputation in the market; it also has indicated the value of CSR as influencing brand performance. This research successfully closed gaps in the extant literature by addressing the influence of CSR as viewed by U.S. buyers in the business-to-business environment, thus explaining value creation and redistribution through the influence of stakeholder theory. A quantitative, non-experimental survey was conducted with 400 randomly selected business-to-business buyers working for U.S. companies with a minimum of 100 full-time employees. Panel respondents were screened for decision-making authority, industry, and geographic distribution to participate in the online survey. Analysis revealed that supplier CSR significantly influenced brand performance expectations of buyers, with brand equity working to enhance brand performance expectations. Confirming that supplier CSR investment translated to a competitive advantage with business-to-business customers highlighted the available potential of targeted spending by supplier organization marketing divisions to key stakeholder groups.

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Li, Shanshan, and Zifei Tang. "Understanding Green Marketing with Marketing Mix : a case study on The Body Shop." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8060.

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Aim: The purpose of the study is to investigate how a company blends its greenness sense into their marketing mix and marketing strategy and the response from the customers toward corresponding aspects. Method: A case study was adopted. Both qualitative and quantitative methods were constructed, in which face-to-face interview and questionnaires were used to collect the fundamental data. Result & Conclusions: The Company has completely involved greenness into their marketing strategies. However, not many consumers are aware of it. The quality of the product, the price and the popularity of the brand still the most important influence factor in their purchase decision-making. Suggestions for future research: A further study can be put on a research about how to gain advantages, such as customers’ loyalty and trust, by improving their green strategy. Contribution of the thesis: This study contributes to enhancing the understanding of the combination of the 4Ps of marketing and green marketing. Furthermore, the findings have improved our knowledge of the consumers’ attitude toward their strategies. Paper type Case study/ Research paper

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Haidari, Alexandra, and Hanna Strandberg. "Managing Employee CSR Engagement : A study of employee's perceptions and expectations." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29999.

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Background- CSR is a highly relevant subject for corporations today, since there is an increased stakeholder demand to report corporate social, economic and environmental performance. CSR may convey numerous benefits for a firm, such as a competitive advantage, increased trust and improved corporate image, as well as many outcomes related to the employee. The automotive industry is facing high external pressures to lower their carbon footprint, and to become more sustainable, consequently, this industry is a suitable context for CSR research. Purpose- The purpose of this study is to investigate different characteristics of employee’s and their perceptions and expectations of CSR, to find the most important aspects of the phenomena from an employee’s perspective, and thereby, engaging them in a company’s CSR initiatives. By investigating this field, it will be possible for companies to improve their CSR communication and meet the employee’s expectations. An effort will be made to distinguish different types of employees, to find out their main differences in terms of preferences and willingness to engage, and by that, find the most efficient ways to get them involved in CSR activities. These insights could help companies to successfully implement CSR programmes internally throughout their organization. Method- A mixed method was used to fulfil the purpose of the study. A quantitative online survey was conducted and provided responses from 350 employees at a single automotive company. To acquire deeper insights, qualitative interviews with ten employees and observations as complete observers were used in a complementary manner at the same company. Results and Conclusion- The main conclusions from the empirical results and theoretical background showed that the willingness to engage in CSR activities might diverge depending on the location and the functional area of the employee. The CSR aspect that the employees perceived as most important was an economic aspect “maintaining a solid financial performance”, followed by “providing product innovations that get ahead of market and customer needs”, and “satisfying customer needs in a measurable way”. The most efficient ways to engage the employees appeared to be mainly through training, community engagement, and accurate communication. Practical Implications- The findings from this study provides implications and recommendations to both managers and marketers on how to market the CSR programme internally, which aspects of CSR to emphasise and how to get the employees involved. This will consequently strengthen corporation’s CSR programme and thus, benefit the society. Keywords - CSR, Employee Engagement, Internal Marketing, Stakeholder

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E, 130806 Kashif Ruby. "THE IMPACT OF CSR AND GREEN MARKETING ON CONSUMER BEHAVIOR--- ICA KVANTUM BORLÄNGE." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-14853.

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Aim: The concept of CSR is getting more attention among various fields but there has been a lack of research in enhancing the awareness of CSR within the field of retailing. In order to fill this gap, the aim of this study is to investigate the significance of CSR and green marketing (ecological labels) in the business of retailing while evaluating the affect of it on consumer behavior. Method: Case study research method is opted for this study to answer “why” and “how” questions. Furthermore, quantitative data has been collected through in store and online customer interview. The research data is analysed by using Microsoft Office Excel. Result & Conclusions: The result shows that CSR is well incorporated and practiced by ICA Kvantum, AB. Their business philosophy is focused on customer, product, environment, diversity and community. They provide environmental and organic products by abiding the rules and law of goods production that also protects the environment. Moreover, the quantitative study reveals that Swedish female consumer between the ages of 26-35 are more responsible towards environment. It also shows that most of the consumers are still buying conventional (non-ecological) products and majority of them don’t check eco-labels before purchasing but they are willing to pay more for ecological and organic foods. Thus, CSR and green marketing affects consumer buying behavior through different ways. Suggestions for future research: The similar research can be performed by adopting qualitative data from company’s experts to record their perspective about CSR and green marketing. Moreover, it would be interesting to investigate multiple retail companies operating in different cities. Furthermore, it could give innovative results, if the study investigates the link of trust and loyalty on consumer behavior, as they are the key components in consumer purchase decision. Contribution of the study: This study identifies and explains the concept of CSR and the important elements of CSR in grocery retailing. The novel concept of green marketing and ecological products has been studied in relation to consumer behavior. The investigation of CSR and green marketing on consumer behavior is a unique combination which has not investigated extensively within the field of grocery retailing.

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Záhorská, Lucie. "Prosazování konceptu CSR v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-136240.

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This final thesis describes the core of the Corporate Social Responsibility (CSR) concept, monitors its development and its present role in the Czech Republic and the world. In the practical part of this thesis I focus on the institutions in the field of CSR in the Czech Republic, with emphasis on the Business Leaders Forum. I reveal the knowledge and the attitude of the target groups (managers, university students) towards the concept. In the last part of the thesis I suggest measures for higher efficiency of the promotion of the CSR concept in the Czech Republic.

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Köllner, Karl, and Julia Hofvendahl. "Constructing authenticity : A qualitative study of internal CSR communication." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-57070.

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The rapid increase of corporate social responsibility (CSR) has led to a large numbers of programs that have failed to meet the expectations of stakeholders (McShane & Cunningham 2012). The reason being that stakeholders are becoming more sceptical about firms true purpose for engaging in CSR activities (Arendt & Brettel 2010). It may fuel worries that firms are acting in self-interest and trying to look good instead of doing good and not acting in line with the communicated CSR (Porter and Kramer 2011). Despite this downside, a well-executed CSR can lead to an increased company attractiveness and stakeholder identification. CSR is acknowledged as one of the most important tools for companies to use for creating corporate reputation (Arendt and Brettel 2010). This thesis wants to understand and evaluate the development of CSR, given that organizations must continuously look at both the tensions between profit seeking and the conflicting demands from different stakeholder groups. Authenticity can be seen as an appropriate view or perspective since stakeholders want to know if the communicated CSR is a reflection of the organization’s true self (Harvey et al. 2006). The aim of this study is to investigate CSR as a marketing practice and to explore how authenticity is constructed in relation to internal CSR communication. By answering this aim, there will be an enhanced understanding of how authenticity can be constructed and how CSR can be communicated within organizations. A qualitative approach has been conducted for this thesis. The primary data has been collected from semi-structured interviews at Grant Thornton and the interviews consisted of eight respondents with different positions in the company. Five mechanisms have been developed, showing how the work of constructing CSR is carried out, as well as how Grant Thornton integrate CSR into the organisation. Furthermore, three features have been developed showing how authenticity can be created within organizations. Corporate social responsibility (CSR) har ökat kraftigt bland organisationer vilket har lett till ett stort antal CSR program som inte kunnat uppfylla intressenternas förväntningar (McShane & Cunningham 2012). Anledningen är att intressenterna blir allt mer skeptiska gällande vilket organisationers verkliga syfte är till att driva CSR program (Arendt & Brettel 2010). Intressenternas skepticism grundas i att företag kan välja att agera i eget intresse för att skapa en förbättrad image istället för ren välvilja. Därmed agerar inte företagen i linje med deras kommunicerade CSR (Porter & Kramer 2011). Däremot kan en välutvecklad CSR öka attraktionskraften och skapa samhörighet mellan organisationen och intressenterna. CSR har därför blivit erkänt som ett av de viktigaste verktygen för företag att använda för att förbättra företagens image (Arendt & Brettel 2010). Den här uppsatsen ämnar att skapa en förståelse för utvecklingen av CSR eftersom organisationer måste kontinuerligt välja mellan att följa vinstdrivande initiativ eller följa krav från olika intressentgrupper. För att avgöra om den CSR som kommuniceras är i linje med vad organisationer utger sig för att vara, kan autenticitet ses som ett lämpligt verktyg att utgå från (Harvey et al. 2007). Syftet med studien är att undersöka CSR ur ett marknadsföringsperspektiv samt hur autenticitet kan konstrueras inom intern CSR kommunikation. Genom att undersöka syftet kommer teori att skapas för att visa hur autenticitet kan alstras i intern CSR kommunikation samt hur CSR kan kommuniceras inom organisationer. Ett kvalitativt tillvägagångssätt har använts. Primär data har samlats in med hjälp av semi-strukturerade intervjuer som utfördes på företaget Grant Thornton. Respondenterna bestod av åtta individer med anställning på olika positioner inom företaget. Fem mekanismer har kunnat påvisas som beskriver hur företag kan arbeta med att integrera CSR i organisationen. Tre funktioner har också utvecklats som påvisar hur autenticitet kan skapas inom organisationer i samband med CSR.

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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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Roeck, Hansen Maria. "CSR from a strategic perspective : - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6267.

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Aim: Problem background - CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business. Research issue - How can Swedbank increase stakeholder confidence and value? Delimitations - This study focuses on the concept of integrating CSR work into the strategy and how this could result in added value for the B2B customer of Swedbank Corporate Market. Method: This study has an abductive approach and the author has collected qualitative primary data in the form of interviews with employees at Swedbank, Sparbanken Nord and with five of Swedbank’s customers from the public sector.Result & Conclusion: Swedbank needs to re-position their brand with a differentiated strategy, including a supportive vision and Market Communication, in order to gain a competitive advantage, strengthen their image, stakeholder confidence and financial performance. The author recommends the sustainable core competence, “Sparbankssjälen”, in order to deploy an ethical, economical and environmental responsible strategy to implement into all their activities.

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Ström, Rickard, Richard Backteman, and Temuulen Batmunkh. "CSR - A marketing tool? : A case study of ICA's and Lindex's Pink Ribbon campaign." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11830.

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Purpose: The purpose of this thesis is to investigate how a CSR strategy can be used as a marketing tool by analyzing ICA‘s and Lindex‘s marketing approach within the Pink Ribbon campaign.Background: The concept of CSR has become more and more common in business practices and customers today almost expect companies to be socially responsible. Even though CSR is very important for companies, it has historically not been a very lucrative approach for them to involve in these activities. However there are ways of combining the social responsibility with earning profits. The concept of CRM is a very effective tool for earning a profit while at the same time being socially responsible. In Sweden one of the biggest and most well known CSR activities is the Pink Ribbon campaign. Could this campaign be utilized to market a company and how would this then be done?Method: The research approach for the thesis was that of a multiple case study with qualitative data collection concerning the Pink Ribbon campaign. To put the campaign into perspective two companies were chosen and they were investigated in terms of their marketing approach and CSR approach. The empirical findings consisted of a number of interviews with managers at different levels within the companies ICA and Lindex.Conclusion: Our findings suggest that CSR within the context of the Pink Ribbon campaign works well as a marketing tool. The companies have utilized the campaign to gain a better reputation as well as getting a boost in sales because of it. This is in essence what marketing is all about and by using CSR in the form of CRM you also involve the customers in the process. Syfte: Syftet med den här uppsatsen är att undersöka hur en CSR strategi kan användas som ett marknadsföringsmedel genom att analysera ICA‘s och Lindex tillvägagångssätt under Rosa Bandet kampanjenBakgrund: CSR som koncept har blivit mer och mer vanligt bland företag och kunder idag förväntar sig att företagen ska ta socialt ansvar. Även om CSR är viktigt för företag så har det historiskt sett inte varit någon lukrativ verksamhet att syssla med dessa frågor. Det finns dock sätt som kombinerar lönsamhet och socialt ansvar. CRM är ett exempel på ett medel som leder till lönsamhet samtidigt som företaget tar socialt ansvar. I Sverige så är Rosa Bandet kampanjen en av de största och mest igenkända CSR aktivitet som företag tar del i. Kan denna aktivitet användas till att marknadsföra företaget och hur ska detta i så fall ske?Metod: Vår undersökningsmetodik har bestått av en multipel fall studie med kvalitativ data angående Rosa Bandet kampanjen. För att sätta kampanjen i ett perspektiv så valde vi ut två företag och undersökte deras tillvägagångssätt med marknadsföring och CSR. Vår empiri bestod av ett antal intervjuer med managers på olika nivåer inom ICA och Lindex.Slutsats: Vår empiri visar att CSR i sammanhanget av Rosa Bandet kampanjen funkar bra som marknadsföringsmedel. Företagen har använt kampanjen både till att förbättra deras anseende samt för att förbättra deras försäljning. Detta är i princip vad marknadsföring handlar om och genom att använda CSR i formen av CRM så involveras även kunderna i processen.

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Blom, Hedvig, and Nikolina Lopar. "E-mobility - gå mot strömmen : En studie om elbilen som fenomen och dess förutsättningar i framtiden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-49022.

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Syfte & forskningsfråga: Syftet med den här uppsatsen är att utreda och analysera hur olika faktorer kan påverka efterfrågan och försäljning av elbilen. Syftet är också att identifiera förutsättningar för elbilens framtid och betydelse inom bilsektorn. Uppsatsens forskningsfråga formulerades utifrån uppsatsens syfte och frågan är följande: Vad krävs för att elbilen ska nå ut till en bredare målgrupp i framtiden? Metod: Vår uppsats är baserad på en kvalitativ forskningsmetod för att vi ska få en djupare förståelse kring det valda forskningsområdet. Vi har strävat efter en induktiv ansats i studien men vi är medvetna om att vi har deduktiva inslag, vilket har bidragit till att uppsatsen har en abduktiv karaktär. Vi valde att ta med respondenter med olika positioner från både bilföretag, bilmagasin samt en intresseorganisation för att få en mer bredare syn på forskningsområdet. Sammanlagt har vi sju respondenter samt två fokusgrupper som har bidragit med information till det empiriska materialet i uppsatsen. Slutsatser: I vårt avslutande kapitel besvarar vi våra delsyften som vi har i studien samt vår forskningsfråga om vad som krävs för att elbilen ska nå ut till en bredare marknad i framtiden. Vi anser att elbilen har goda förutsättningar till att utvecklas ännu mer samt spridas till fler kundsegment. Vi har genom vår teoretiska och empiriska analys identifierat att statliga incitament och förmåner, en ökad medvetenhet bland kunderna samt en sänkning av priset är de främsta faktorerna som kan bidra till en utökning av elbilen på marknaden.

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Mueller, Santos Milena. "CSR innovation : a comparative study of India and the UK." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:fb9bece2-3c66-4afa-aa6c-541e964ebfbc.

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This thesis contributes to the field of research on corporate social responsibility (CSR) and explores the underresearched phenomenon of CSR innovation. It sheds light on this phenomenon by comparing CSR innovation in two nations with differing degrees of economic development, namely the UK and India. An interpretive, multicase study approach was chosen to compare CSR initiatives of British and Indian retailers. Data were collected through interviews, archival research, and observation. The research used sensemaking theory as a theoretical lens to examine how actors made sense of CSR innovation and communicated it to others. Data analysis was guided by a conceptual framework focussing on the triggers of sensemaking for CSR initiatives, formalisation as a key sensemaking process for CSR innovations, and the legitimation strategies employed by the case companies. The analysis shows that CSR leaders, close followers, and aspirants think differently about CSR; it also points to broader patterns of CSR innovation in the UK and India. CSR innovations were identified in both the British and Indian retail industries, contextual differences between the innovations in the two countries were observed, and the complex nature and role of these innovations were illustrated. CSR innovation was seen as involving complex constellations of continuity and newness. The British companies studied engaged in deliberate CSR leadership, actively tried to change CSR practises, and communicated these efforts externally. In contrast, the Indian companies mainly discussed CSR initiatives within the business, experimented with nonphilanthropic CSR, and tried to determine the role of CSR in the emerging Indian retail industry. The observed differences were traced back to country-specific regulatory and market environments and differences in field level conditions were highlighted. The study also examined the impact of environmental uncertainty on the management of CSR innovation and discussed strategies that the case companies use to deal with challenges related to CSR innovation.

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Borgström, Bendik, and Felix Knese. "The rise of store personnel : an exploratory study on how to utilize the grocery retail store personnel in the marketing of sustainable products toward consumers." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20877.

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Globalization has influenced the grocery retail industry and the most impactful changes are the preferences and habits of consumers. The increased consumption of consumers is one of the habits that have created a demand for sustainable products. The sustainable products can be marketed towards consumers by the frontline employees. Therefore, this study aims to investigate how grocery retail store personnel can be used as ambassadors toward consumers that will result in sustainable purchase behaviour. To answer the research question, several interviews have been conducted. The interview with the grocery retail expert aided us in the formulation of interview questions. The four interviews with two ICA stores’ personnel provided us with the empirical data needed for reaching the conclusions. Findings reveal that the involvement of personnel in communication with the consumers has positive a positive outcome. In this way, they can be seen as CSR ambassadors and, therefore, efficiently market the organization. To achieve CSR ambassadorship, employees and consumers must enhance organizational identification. One conclusion is that consumers may reach sustainable purchase behaviour when CSR ambassadorship is developed in coherence with a grocery retail store.

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Hellström, Paulina, and Bengtsson Caroline. "Ansvarsfulla små företag i Stockholm : En kvantitativ studie om Corporate Social Responsibility och små företag." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-28554.

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The majority of the companies are working with CSR. Only 50% of the companies are marketing their CSR-activities. They rarely plan it strategically. Still the majority of the companies find CSR profitable. Majoriteten av de små företagen arbetar med CSR. Bara hälften av företagen marknadsför arbetet. Att planera CSR-arbetet strategiskt är ovanligt men majoriteten av småföretagen anser CSR-arbetet som ekonomiskt lönsamt.

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Xu, Jia. "The Motivations of Consumers’ Willingness-To-Buy towards Socially Responsible Products: An Application of the Theory of Planned Behavior." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1267739295.

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Dicksson, Beatrice, and Caroline Martinsson. "Oatly - på allas läppar, i dubbel bemärkelse : En studie om konsumenters attityd mot livsmedelsföretaget Oatly." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-415995.

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Denna studie undersöker hur konsumenter uppfattar Oatlys marknadsföring och framförallt deras marknadsföring kring deras CSR-arbete. Studien undersöker även konsumenternas attityd gentemot företagets varumärke. Studiens teoretiska ramverk bygger på teori inom CSR, attityd och varumärke. Det empiriska materialet består av totalt 17 intervjuer, 16 intervjuer med Oatlys konsumenter samt en intervju med en anställd på Oatly. Studiens slutsats är att respondenternas attityder gentemot varumärket överlag påverkas positivt av Oatlys marknadsföring kring deras CSR-arbete. This study investigates how consumers perceive Oatly’s marketing and above all, their marketing regarding their work with CSR. The study also examines consumers´ attitudes towards the company´s brand. The theoretical framework for the study is based on theory within CSR, attitudes and brands. The empirical material consists a total of 17 interviews, 16 interviews with Oatly’s consumers and one interview with one Oatly employee. The conclusion of the study is that respondent’s attitudes towards the brand generally are positively affected by Oatly’s marketing of their work with CSR.

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Gibalenko, Tetiana. "Marketingový význam CSR politiky firem pro mladé lidi v CR." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-358894.

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This thesis explores and explain the consept of corporat social responsibility (CSR) and it is influens on all market players. Based od literature overview this work will show the connection between marketing and existing variations of sustainability activities. Throught observation and analysis the thesis will show if the existence of CSR strategy, politics or programs in the companies, from certain fields and areas, will be take into consideration during buying decision. If young generation of Czech people realize, react or expect firms have it and apply into their practise.

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Grönlund, David, and Rabe Johan Hirsch. "CSR inom mejeri- och klädbranschen : En kvantitativ studie om konsumenters åsikter kring CSR inom två olika branscher." Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38492.

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Implementation av ett CSR-engagemang innebär stora ekonomiska påfrestelser på ett företag vilket kan visa sig vara problematiskt för företag då konsumenterna uppger att de är villiga att överväga CSR men när det gäller verklig konsumtion är det få konsumenter som tar hänsyn till CSR. Syftet med denna uppsats är därför att kartlägga åsikterna om företags CSR inom mejeribranschen och klädbranschen hos konsumenter i Stockholm län. Frågeställningarna för denna uppsats är “anser svenska konsumenter att det är viktigt med CSR inom mejeribranschen respektive klädbranschen??” samt “vilka CSR-faktorer anser svenska konsumenter påverkar deras köp mest inom mejeribranschen respektive klädbranschen?”. Arbetet i studien är grundat i en kvantitativ undersökning där 307 respondenter deltog i en enkätundersökning. För att studera resultatet av enkätundersökningen har arbetet utgått ifrån teorier inom CSR och konsumentbeteende. Utifrån resultatet kan man konstatera att respondenterna anser att det är viktigare med CSR inom mejeribranschen än inom klädbranschen samt att de faktorer som respondenterna anser påverkar deras köp mest är smak eller utseende, beroende på branschen. En slutsats som kan dras utifrån resultatet är att CSR är viktigare för kvinnor än för män inom respektive bransch, samt att konsumenterna inte anser att CSR faktorer är det som har störst påverkan på deras köp inom respektive bransch. Slutligen kan slutsatsen om att respondenterna anser att CSR faktorer har större påverkan på deras köp inom mejeribranschen än i klädbranschen, bortsett från arbetsförhållanden som anses påverka mer inom klädbranschen. Implementation of a CSR engagement involves major financial strain on a company, which may prove problematic for companies, as consumers state that they are willing to consider CSR, but when it comes to real consumption, few consumers take CSR into consideration. The purpose of this paper is therefore to map out the opinions about the corporate social responsibility regarding the industries of both clothing and dairy products for the consumers in the Stockholm area. The research questions that were examined was “do Swedish consumers consider CSR to be important in the dairy industry and the clothing industry?” and "which CSR factors do Swedish consumers consider to affect their purchases most in the dairy industry and the clothing industry?". The research has a quantitative base with a survey with 307 respondents. In order to study the result of the survey the use of different theories has been implemented for example CSR, Green Marketing and Consumer Behaviour. The result shows that the respondents think that CSR is more important in the dairy industry than the clothing industry, as well as the most important factor in their purchase is the taste or looks of the product, depending on the industry. Another conclusion is that CSR is more important for women than for men in both industries. Furthermore, consumers don't think that CSR factors is what has the greatest impact on their purchases within each industry. Lastly is that the respondents consider CSR factors to have a greater impact on their purchases in the dairy industry than in the clothing industry, apart from working conditions which are considered to affect more in the clothing industry.

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Čopáková, Darja. "Komunikační strategie firmy a komunikace se sponzory (konkrétní příklad)." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4976.

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The goal of my thesis was to give a complex overview of all marketing communication instruments. The thesis also deals with newest trends in the field of marketing communication, especially changing trends how to target consumers effectively, importance of unified company identity and image and integration of individual communication channels. There is also a chapter dedicated to CSR, which is of growing importance. The practical part of the thesis deals with marketing communication of Ceska Sporitelna with emphasis on its sponsoring and CSR. In detail I analysed partnership of Ceska Sporitelna and University of Economics in Prague, description of the projects being realized and evaluation of their effectivity.

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Hwang, Jiyoung. "Rewarding Corporate Social Responsibility (CSR) Through CSR Communication: Exploring Spillover Effects in Retailer Private Brands and Loyalty Programs." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1291171034.

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Pettersson, Bergström Adam, and Robin Enmark. "Hur arbetar hamburgerkedjor för att möta konsumenters krav på miljömässigt ansvarstagande? : en CSR-studie kring Max och McDonald’s miljöarbete i Sverige." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12391.

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Sammanfattning Titel: Hur arbetar hamburgerkedjor för att möta konsumenters krav på miljömässigt ansvarstagande? - En CSR- studie kring Max och Mcdonald’s miljöarbete i Sverige. Nivå: C- uppsats i ämnet företagsekonomi Författare: Robin Enmark & Adam Pettersson Bergström Handledare: Agneta Sundström Datum: 2012-06 Syfte: Syftet är att utreda och analysera utreda och analysera hur det miljöarbete som Max och McDonald’s bedriver i Sverige genomförs. Hur de förmedlar detta till sina konsumenter, hur konsumenterna uppfattar detta och hur kunderna belönar detta, utreds också. Metod: Data har samlats in både via en kvantitativ enkätundersökning med konsumenter och genom en kvalitativ intervju med Max hållbarhetschef. Resultat & slutsats: Max och McDonald’s arbetar på olika sätt för att möta konsumenters krav på miljömässigt ansvarstagande. Max har valt en strategi som går ut på att vara ledande inom miljöarbete men det är samtidigt en riskfylld strategi då den ställer höga krav att upprätthålla. McDonald’s har valt en tryggare strategi där de fokuserar på det grundläggande miljöarbetet som därmed inte ställer lika höga krav på dem i relation till konsumenterna. Båda strategierna har sina för- och nackdelar. Förslag till fortsatt forskning: Det vore intressant att se ny studie om ett par år som involverar alla stora hamburgerkedjor i Sverige och undersöker hur arbetet har utvecklats. Det vore intressant att se om miljömedvetenheten i samhället har ökat hos konsumenter. Uppsatsens bidrag: Uppsatsen bidrar till att belysa problematiken kring konsumenters ökande miljömässiga krav på hamburgerkedjor. Arbetet kan vara av intresse för de berörda företagen samt företag inom samma bransch. Nyckelord: CSR, hållbar utveckling, marknadsföring, konsumenter, hamburgerkedjor Abstract Title: How do hamburger chains work to meet consumers demand for environmental responsibility? - A CSR-study around the environmental work of Max and McDonald’s in Sweden. Level: Final assignment for Bachelor Degree in Business Administration Authors: Robin Enmark & Adam Pettersson Bergström Supervisor: Agneta Sundström Date: 2012-06 Aim: The aim is to study and analyze how the environmental work that Max and McDonald’s manage in Sweden is performed. How they transmit this to their consumers, how the consumers register this and how the consumers reward it is also analyzed. Method: Data has been collected using both a quantitative survey with consumers and through a quantitative interview with the sustainability manager of Max. Result & Conclusions: Max and McDonald’s work in different ways to meet consumers demand for environmental responsibility-taking. Max has chosen a strategy that aims to be leading in environmental work but it is at the same time a risky strategy as is places high demands to maintain. McDonald’s has chosen a safer strategy where they focus on the basic environmental work and thereby do not place as high demands on themselves relative to consumers. Both strategies have their advantages and disadvantages. Suggestions for future research: It would be interesting to see a new study in a couple of years that involves all major hamburger chains in Sweden that examined how their work has evolved. It would be interesting to see if the environmental awareness in society has increased among consumers. Contribution of the thesis: The study contributes to highlight the problems regarding consumers increasing environmental demands on hamburger chains. The study can be of interest for the concerned companies as well as for companies within the same business. Key words: CSR, sustainable development, marketing, consumers, hamburger chains

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Jonsson, Carolina, Madeleine Jakobsson, and Martin Johansson. "Eco-labels: input or outcome of CSR? : A study made on three companies." Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-6.

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Problem: The increased environmental awareness among people as well as businesses has led to the development of new concepts such as sustainable development and environ-mental marketing. One way of practising environmental marketing, which is based on the three principles social responsibility, holism and sustainability, is to use eco-labels on prod-ucts and services. Many companies see the usage of eco-labels as a means to gain competi-tive advantage. The number of eco-labelled products and services constantly increases, but does it mean that the number of companies practising corporate social responsibility also increases? The thesis strives to find out how a company through the usage of eco-labels contributes to a sustainable society by practising environmental marketing and thus social responsibility. The more specific purpose of this thesis is to:Explore the relationship between the usage of eco-labels on products and services and the implementation of corporate social responsibility (CSR) within three different companies.Method: A qualitative research approach was applied. Data was collected through six semi-structured interviews with the responsible of environmental/sustainability questions of three different companies (Scandic, Arla Foods and JC) and with the representatives within information/PR from two third party organisations (the Nordic Swan and KRAV).Results: We have drawn the conclusion that in order to have CSR incorporated within the organisation of the company, there is a need to have a balance between the different di-mensions (economic, environmental and social) of the company. The company also needs to take responsibilities that go beyond economic, legal, and ethical responsibilities. Scandic and Arla Foods have CSR fully incorporated within their organisations. JC have an imbal-ance between the different dimensions and have therefore not fully incorporated CSR. When it comes to the relationship between the eco-label and CSR, we can conclude that for the explored companies the relationship is dependent on the environmental philosophy and the environmental culture of the company having the eco-label. Scandic and Arla Foods have strong environmental cultures and their eco-labellings are seen as being the output of their CSR. JC do not have such a strong environmental culture and their eco-labelling is seen as the input of CSR. Third party organisations play an important role for CSR within the explored companies, both for the development and for the continuous im-provements of CSR. Third party organisations emphasise the development of CSR when the eco-label is seen as being the input of CSR, as in the case of JC. When the eco-label is seen as the outcome, as for Scandic and Arla Foods, the third party organisations help the companies to make continuous improvements. Problem: Den ökade medvetenheten hos människor såväl som hos företag när det kom-mer till miljöfrågor har bidragit till att nya koncept som till exempel hållbar utveckling och grön marknadsföring har uppkommit. Grön marknadsföring bygger på de tre principerna: socialt ansvarstagande, holism och hållbarhet. Ett sätt att tillämpa grön marknadsföring är att använda miljömärkningar på varor och tjänster. Användandet av miljömärkningar ses som en konkurrensfördel av många företag och antalet miljömärkta varor och tjänster ökar konstant. Betyder detta att även antalet företag som tar ett samhällsansvar ökar? Denna uppsats söker ta reda på hur ett företag med hjälp av miljömärkningar bidrar till ett hållbart samhälle genom tillämpning av grön marknadsföring och därmed också socialt ansvarsta-gande. Det mer specifika syftet med den här uppsatsen är att:Undersöka förhållandet mellan användandet av miljömärkningar på varor och tjänster och tillämpningen av företagens samhällsansvar (CSR) i tre olika företag.Metod: En kvalitativ undersökningsmetod tillämpades. Data samlades in genom sex styck-en semistrukturerade intervjuer med de ansvariga inom miljö- och hållbarhetsfrågor på tre olika företag (Scandic, Arla Foods och JC) och med informatörerna från två tredjeparts or-ganisationer (Svanen och KRAV).Resultat: Vi har kommit till slutsatsen att det måste finnas en balans mellan de olika di-mensionerna (ekonomiska, sociala och miljö) inom företaget för att CSR ska vara inkorpo-rerat i dess organisation. Företaget måste också ta ett ansvar utöver de ekonomiska, lagliga och etiska ansvar som företag har. Scandic och Arla Foods har fullt ut inkorporerat CSR i sina organisationer. JC har en obalans mellan de olika dimensionerna och har därför inte fullt ut inkorporerat CSR. När det kommer till förhållandet mellan miljömärkningen och CSR hos de undersökta företagen, har vi dragit slutsatsen att detta förhållande är beroende på miljöfilosofin och miljökulturen hos företaget som har miljömärkningen. Scandic och Arla Foods har starka miljökulturer och deras miljömärkningar ses som ett resultat av deras CSR. JC har inte någon stark miljökultur och deras miljömärkning ses som ett bidrag till CSR. Tredje parts organisationer spelar en viktig roll både för utvecklandet och för det kontinuerliga förbättrandet av CSR inom de undersökta företagen. När miljömärkningen ses som ett bidrag till CSR, som i fallet med JC, fokuseras tredje parts organisationers infly-tande på utvecklandet av CSR. När miljömärkningen ses som ett resultat av CSR, som hos Scandic och Arla Foods, hjälper tredje parts organisationer företagen att göra kontinuerliga förbättringar.

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Sunnerman, Ebba, and Ida Vesterinen. "Kan ett modeföretags varumärke gynnas av marknadsföring med pälshandel som del av deras CSR-arbete?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16339.

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Corporate Social Responsibility, eller CSR har blivit något av en självklarhet hos företagenidag. Konsumenter accepterar inte barnarbete och de är miljömedvetna. Att ett företag haretiska och moraliska värderingar är inte bara viktigt ur just etiska och moraliska perspektivutan även för att kunna bygga och bevara ett starkt varumärke. Vi tycker att handeln med pälsär ett stort problem. Det finns allvarliga brister i den här branschen. Djur inom pälsindustrinfar illa under processen innan de blivit ett material som används till kläder och andramodeprodukter. Det finns fortfarande människor som inte tror att djur far illa i päls- ochläderindustrin. Det finns alldeles för lite kunskap.Syftet med vårt arbete är att undersöka om det finns ett allmänt intresse att ha medpälshandeln i företags CSR-arbete. Vi vill också ta reda på om ett företags varumärke kangynnas ekonomiskt om de aktivt marknadsför sitt CSR-arbete rörande pälshandeln. Eftersomdet finns bevis på att människor är benägna att reagera på hur djur behandlas så tror vi att detkan finnas ett intresse för utveckling av marknadsföring inom detta område.I vårt arbete har vi använt oss utav litterära och elektroniska källor, vi har även utformat enenkät för en marknadsundersökning. För att kunna analysera och tolka vårmarknadsundersökning har vi använt en modell, mer specifikt Olof Holms Identitet-Profil-Image-modell och ett par vetenskapliga artiklar som handlar bland annat ommarknadsföringen kring CSR-arbete.Slutsatser blev att vi fick svar på våra frågeställningar; allmänheten tror att ett företagsanseende kan förbättras om de aktivt marknadsför sitt CSR-arbete inriktad mot pälshandeln.Men vi märkte emellertid att intresset inte var så stort som vi trott eller hoppats på. Angåendefrågan om ett företag skulle gynnas rent ekonomiskt är vi dock osäkra. Ur enmarknadsföringsvinkel så tenderar folk att inte skapa en handling av sitt ställningstagandetrots att de uppskattar att företag arbetar med CSR-frågor om pälshandeln.Today CSR, Corporate Social Responsibility, is a big, important part for companies.Consumers will not accept child labor or offenses against the environment. That companieshave values that are ethical and moral are important because of two reasons; ethics and moralsis of course one and the fact that it helps them build and keep a strong reliable brand name isthe other. We feel that the fur trade is a big problem. There are serious flaws in the business,mainly in the parts surrounding the treatment of the animals used for production of the fur.Still, there are people who don’t believe that this is happening, there is too little knowledgeamong the general public.The point of this essay is for us to look into the general interest of the fur trade and itsconnection to CSR. We want to know if a fashion company would financially benefit frompromoting a more active work concerning CSR and the fur trade. Since there do existevidence that people do care about the treatment of animals we believe that there can also bean interest of a development in the marketing within this area.For this essay we have used both literary and electronically sources for information. We havealso designed a questionnaire for a market research. To be able to analyze and interpret ourresearch we have worked with a model designed by Olof Holm. The model describes theconnections between a company’s identity, profile and image.Our conclusions of our question formulation turned out to be that the general public believesthat a company’s image can be improved by active marketing for its CSR-work concentratedon the fur trade. However, we noticed that the interest wasn’t as big as what we believed orhoped for. We are also uncertain if a company can financially benefit from this. From amarketing point of view, people tend to not react physically despite their appreciation of a company’s work revolving CSR and the fur trade. Program: Butikschefsutbildningen

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Vogt, Roland. "Corporate responsibility, marketing, and reputation : a stakeholder approach for sustainable car fleet management." Thesis, University of Plymouth, 2014. http://hdl.handle.net/10026.1/3130.

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Corporate responsibility is increasingly involved in corporate reputation, and so, in the economic success of a company. Car fleet operating companies are exposed to criticism and, as a direct result of this many corporate protagonists responsible for the operation of car fleets are developing measures to decrease CO2 emissions and fuel consumption. A second trend is the increasing usage of image-generating marketing actions in the worldwide ‘information society’. For various reasons, these image campaigns do not always lead to the expected improvements in corporate reputation. The crucial question is, how do these marketing actions, in the name of corporate social responsibility, relate to corporate reputation? The objective of this research is to establish rules for these relationships and to derive a new stakeholder approach to optimise corporate reputation regarding car fleet management marketing. First of all this study examines theoretical evidence in preparation for further empirical studies on the behaviour of sustainable car fleet management. With this in mind, the thesis looks at empirical evidence about the factors deemed necessary for successful responsible car fleet operation and its marketing. After conducting an online survey with more than 300 respondents, a multiple-embedded-case study with three cases, six supplementary cases, and several stakeholders represents the main part of this work. As a result, this work depicts, through three models, and via a new stakeholder approach (a combination of the three), the relationships of certain main types of firm with main types of fleet as well as the main types of marketing to support corporate reputation. Unexpected findings regarding the suitable intensity of communication to internal and external stakeholders have emerged. This approach successfully supports the design of sustainable car fleet management and a suitable arrangement of the marketing approach.

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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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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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Eriksson, Sanna, and Rebecka Wennerstål. "Hållbart varumärke : En fallstudie på Vattenfall om hur kommunikationen av hållbarhetsarbetet påverkar varumärket." Thesis, Linköpings universitet, Industriell ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-108574.

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Företags ansvar för sin omvärld är ett högaktuellt ämne som diskuteras i media och i företag. Hållbarhetsarbete är något som stora företag förväntas syssla med och företagets varumärke påverkas i allt större grad av dess hållbarhetsarbete. Utvecklingen av nya kommunikationsvägar, som internet, mobilt bredband och sociala medier, har inneburit att kraven på transparens hos företag har ökat och det upplevs som tvivelaktigt om företagen inte kommunicerar sitt ansvarstagande externt. Svårigheten med hållbarhetskommunikation är att nå ut med vad företaget gör så att den bild som skapas i så stor utsträckning som möjligt stämmer med verkligheten, och inte uppfattas som ett förskönande åtagande. Syftet med denna studie är att skapa förståelse för hur kopplingen mellan hållbarhet, kommunikation och varumärke ser ut samt identifiera framgångsfaktorer för att skapa ett hållbart varumärke. Studien har genomförts som en kvalitativ fallstudie av projektet One Tonne Life, som genomfördes av Vattenfall i samarbete med flera andra partnerföretag 2009-2011. Vattenfall ser detta projekt som ett exempel på lyckad hållbarhetskommunikation och det är därför ett intressant fall att studera för att utveckla teorier kring hur företaget bör arbeta. Ett företags varumärke är inte begränsat till dess logga och grafiska profil, utan handlar om företagets identitet och personlighet. Företagets varumärke kan ses som en sammanvägning av flera olika identiteter, där verklig, kommunicerad, uppfattad, utlovad, kulturell, ideal och önskad identitet är de sju som används i denna studie. En analysmodell har tagits fram som beskriver sambandet mellan hållbarhetsarbete, hållbarhetskommunikation och varumärke. När hållbarhetsarbetet är helt integrerat i företagets strategi och kommuniceras genom att involvera intressenterna i kommunikationen, kan arbetet med hållbarhet inte skiljas från kommunikationen om hållbarhet. Det är endast med detta arbetssätt som företagets varumärke kan byggas av hållbarhet. Denna studie visar att ett företags varumärke påverkas av alla företagets aktiviteter, vilket innebär att företagets hållbarhetsarbete och hållbarhetskommunikation ska vara oskiljbara för att kunna användas för att bygga ett starkt varumärke. Lärdomar ur fallstudien visar på vikten av att 1) arbeta med ett relevant hållbarhetsproblem, 2) synliggöra sitt arbete och sätta det i ett större sammanhang, 3) arbeta tillsammans med andra för att kunna lösa komplexa frågor och förbättra trovärdigheten, 4) involvera mottagaren i kommunikationen, 5) kommunicera ett budskap genom många kanaler, 6) paketera inhållbarhetsarbetet i en intressant historia samt 7) arbeta med att förankra hållbarhetsarbetet internt. Corporate social responsibility is a highly relevant subject discussed in media and business. Larger companies are expected to deal with sustainability questions and the corporate brand is highly affected by their sustainability work. The development of new communication channels, such as the internet, mobile broadband and social media, has led to increased demands for transparency and companies who do not communicate their responsibility externally are seen with suspiciousness. The difficulty with sustainability communications is to communicate to the public what the company is doing in terms of sustainability. The communication must create an image of the company that is as close to reality as possible and not being perceived as a manipulating PR trick. The purpose of this study is to understand the link between sustainability work, sustainability communication and corporate brand. It also aims to identify success factors for creating a sustainable corporate brand. The study was conducted as a qualitative case study of the project One Tonne Life, conducted by Vattenfall in collaboration with several other partners in 2009-2011. The One Tonne Life project is seen by Vattenfall as a good example of a successful sustainability communication, which makes it an interesting case to study in order to develop theories about how a company should work. A corporate brand is not limited to its logo and graphic profile, but consists of identity and personality. The corporate brand can be seen as a combination of several different identities. In this study we have chosen to focus on seven identities: actual-, communicated-, conceived-, covenanted-, cultural-, ideal- and desired identity. An analytical model was developed to describe the relationship between sustainability, sustainability communications and corporate branding. When sustainability is fully integrated into the company’s strategy and when it is communicated by involving stakeholders in the communication, the work and communications are inseparable. It is only with this approach that the corporate brand can be built for sustainability. This study shows that the corporate brand is influenced by all the company’s activities, which means that the company’s sustainability efforts and sustainability communications must be indistinguishable in order to be used to build a strong corporate brand. Findings fromthe case study concludes the importance of 1) working with a relevant sustainability issue, 2) making the work visible and put in context, 3) working with others to solve complex issues and improve the credibility, 4) involving the recipient in the communication, 5) communicating the same message through multiple channels, 6) packaging the sustainability efforts into an interesting story, and 7) gaining support for sustainability efforts internally. When following these factors, the sustainability work can be integrated into the corporate brand.

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Westin, Jenny, and Erik Dilexit. "Varumärkesuppbyggnad : Via syftesdriven marknadsföring?" Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38457.

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Syfte: Studiens syfte är att undersöka hur företag arbetar för att bygga upp sitt varumärke via syftesdriven marknadsföring. Studien kommer granska företagens kommunikation och CSR-arbete för att på så vis utreda om företagen använder sig av syftesdriven marknadsföring. För att uppnå syftet kommer intervjuer att genomföras med utvalda företag inom tre olika branscher. Metod: För att uppfylla studiens syfte genomfördes en kvalitativ undersökning med en komparativ design. Genom halvstrukturerade livsvärldsintervjuer hos sex olika företag i tre olika branscher söktes förståelse kring företags varumärkesbyggande med hjälp av fenomenet syftesdriven marknadsföring. För att analysera empirin utgick studien delvis från modellen PCDL som kompletterades med ytterligare teorier och tidigare forskning. Slutsatser: Hos studiens undersökta företag konstaterades det att alla företag i studien arbetar med CSR i någon form och att endast ett fåtal av studiens företag använder sig av syftesdriven marknadsföring. Purpose: The purpose of this paper is to investigate how companies build their brand through purpose-driven marketing. The study will also examine the companies communication and CSR work in order to investigate if the companies are using purpose-driven marketing. To achieve the purpose, interviews will be conducted with selected companies in three different industries. Method: To fulfill the purpose of the study, a qualitative study with a comparative design was used. Six different semi-structured interviews with companies in three different industries was carried out to seek more understanding of their branding through the phenomenon purpose-driven marketing. In order to analyze the empirical data, the study was partly based on the model PCDL and were supplemented by additional theories and previous research. Conclusions: In the study's investigated companies, it was found that all companies in the study work with CSR in some form and that only a few of the study companies use purpose-driven marketing.

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Chuikina, Viktoriya, and Sari Ekberg-Tamminen. "CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION from a NETWORK PERSPECTIVE : A Case Study of Peab AB." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-15073.

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Problem Description: Since there are recognized similarities in the construction industry between relationship building and strategic CSR engaging thus managing and communicating CSR should be evaluated from the industrial network perspective. Close interaction between stakeholders and implemented strategic CSR facilitate to perform successfully and remain competitive when facing challenges in modern construction industry. Peab AB was chosen for the research as one of the leading construction companies in the Nordic region that recently redefined its CSR strategy and now delivering and sharing the vision through entire established network. Purpose of the research: Sustainable development has become part of the business plans for Swedish construction companies. Therefore it is relevant to research implementation of sustainable dynamics in the Peab’s vision by analyzing their strategic CSR process and how it is communicated to their key stakeholders within complex industrial network. Research questions: How is sustainability vision and strategic CSR communicated through Peab’s business relationships within its industrial network? How does the company communicate its CSR strategy within the industrial network? How does the company handle its CSR issues within long-term relationships? Methods: In this thesis qualitative research method with deductive approach has been used. The empirical findings contain primary data such as interviews with the management of the Peab Group, Peab Grundläggning, Swerock and Leimet. The secondary data sources were academical journals, books, Peab website and its corporate policy, annual & sustainability reports. Conclusion: By combining traditional industrial marketing theories together with the modern strategic CSR communication, it has been concluded that the sustainability vision and strategic CSR engaged and communicated to the stakeholders through Peab’s industrial network have process kind of nature. Even though sustainability vision helps Peab to remain successful and competitive in the long run their performance in the industrial network depends highly on close cooperation with the stakeholders. Close interaction and committed relations with partners is one of the ways of handling sustainability aspects in the construction industry.

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Robertsson, Ella, and Jenny Nylander. "Är det möjligt att marknadsföra på ett hållbart sätt? : En studie om slow fashionföretags förhållningssätt till marknadsföring." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-20067.

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Företag inom slow fashion arbetar mer med hållbarhet, både för konsumenterna och deras anställda. Det är stort fokus på att miljön ska bevaras medan företagen konkurrerar med fast fashionkedjor som massproducerar kläder och säljer till låga priser. Det stora problemet inom industrins produktion handlar om hur man ska försöka minska utsläpp och påverkan på miljön samt hantera överkonsumtionen genom hållbar marknadsföring. Studiens syfte är att utvärdera vilka karaktärsdrag slow fashion företag har gentemot fast fashion företag och hur slow fashion företag inom klädindustrin marknadsför sitt hållbarhetsarbete till konsumenterna. Studien undersöker även hur företagen arbetar med marknadsföring för att nå ut till sina nuvarande och framtida konsumenter. Studien har en kvalitativ ansats och det empiriska materialet samlas in genom semistrukturerade intervjuer med fyra slow fashion företag. Vi har även samlat in empiriskt material genom undersökningar av företagens offentliga material så som hemsidor och sociala medier för att komplettera intervjuerna. Resultatet analyseras med hjälp av tidigare forskning och begreppen slow- jämfört med fast fashion och marknadsföring. Vidare analyseras företagens ansvar med hjälp av begrepp och modeller inom triple bottom line, corporate social responsibility, certifieringar och legitimitet. Det sista inom studien som analyseras är konsumentens ansvar i form av politisk konsumtion samt aktiviteterna bojkott och buycott. Resultaten visar att alla fyra företagen är positiva till att arbeta med hållbarhet för att förbättra miljön och deras arbete kommer inte avta men att företagen vill nå ut till fler konsumenter och minska konsumtionen genom att påverka konsumenterna till att göra färre onödiga inköp. Slow fashion companies work more with sustainability, both for consumers and their employees. There is a strong focus on preserving the environment while companies compete with fast fashion chains that mass-produce clothes and sell at low prices. The big problem in industrial production is about how to try to reduce emissions and impact on the environment and manage overconsumption through sustainable marketing. The purpose of the study is to evaluate the characteristics of slow fashion companies in relation to fast fashion companies and how slow fashion companies in the clothing industry market their sustainability work to consumers. The study also examines how companies work with marketing to reach their current and future consumers. The study has a qualitative approach, and the empirical material is collected through semistructured interviews with four slow fashion companies. We have also collected empirical material through studies of the companies' public material such as websites and social media to supplement the interviews. The results are analyzed with the help of previous research and the concepts of slow- vs. fast fashion and marketing. Furthermore, corporate responsibility is analyzed with the help of concepts and models within triple results, corporate social responsibility, certifications, and legitimacy. The last thing in the study that is analyzed is the consumer's responsibility in the form of political consumption and the activities boycott and buycott. Results show that all four companies are positive about working with sustainability because the environment and their work will decline, but that the companies want to reach more consumers and choose consumption by influencing consumers to make fewer unnecessary purchases.

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Behrad, Babak. "Adding Value: The relationship between Corporate Social Responsibility (CSR), brand value and consumer brand loyalty." Thesis, Cape Peninsula University of Technology, 2014. http://hdl.handle.net/20.500.11838/1430.

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Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Public Relations Management in the Faculty of Informatics and design at the Cape Peninsula University of Technology 2014 This study examined KAPPAHL and IKEA’s Corporate Social Responsibility activities and the effect it has on building consumer brand loyalty. The conceptual framework of the study is built on two theories, stakeholder theory and triple bottom line theory, which are relevant to the objectives of this study. The methodology of the present study is qualitative approach, undertaken for the study through analysis of the CSR activities practiced in the two selected organisations. The CSR objectives, plan, implementation strategies and role of various stakeholders have been analysed. The research concludes that there are several factors that help create brand value and consumer brand loyalty and CSR can be one of those factors. The main role of CSR in the process of branding is to assist the brand to “keep its promise” to the consumers. One way to achieve this is through clear and consistent CSR communication. The research suggests that a key point in an organisation’s CSR communication strategy is to always take action before communicating. By offering total transparency with the organisation’s CSR work and efficiently conveying its possible impact, CSR can serve as an effective tool in educating and engaging the consumer about the brand. In a more emotional and personal economy, CSR helps to create a more genuine and deeper relationship with consumers wherein bold and unrealistic advertising campaigns without any social commitment may fail to attract consumers. While advertising mostly seeks to assert what a brand wishes to be, this study implies that CSR takes the proposition of what the brand actually has done and what it has achieved. In a period when organisations seek to build relationships between the consumer and the brand, a value based and honest approach towards CSR helps in creating a more genuine and loyal relationship which certainly enhances the value of the brand

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Bernhard, Sarah, and Susanna Jansson. "Mot en hållbar framtid : En studie om hållbarhet i marknadsföring." Thesis, Karlstads universitet, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-44898.

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Hållbarhet är ett centralt koncept i dagens Sverige, vilket även märks i företagens marknadsföring. Det har skett en attitydförändring, där allt fler företag och konsumenter fokuserar på hållbarhet. Denna uppsats syftar till att undersöka hur företag kan implementera hållbarhet i marknadsföringen samt konsumenternas attityd till detta. Med hänsyn till syftets dubbla karaktär delas frågeställningar upp i ”Företagsperspektivet” samt ”Konsumentperspektivet”. Avgränsning är vald till produktkategorin kaffe, då denna kategori är relevant ur ett hållbarhetsperspektiv. I uppsatsen har en omfattande litteraturgenomgång utförts. I metoden används en kombination av kvalitativ intervjuundersökning samt kvantitativ enkätundersökning. Denna kombination av undersökningarna ger olika infallsvinklar på studien. Intervjuundersökningen avser ”Företagsperspektivet” och enkätundersökningen ”Konsumentperspektivet”. Vidare analyseras undersökningarnas resultat samt teori för att möjliggöra besvarande av forskningsfrågor samt syfte. Hållbarhetsbegreppet är något som kan uppfattas diffust av konsumenter. Det finns en bristande kunskap i att förstå hållbarhetskonceptet, beteckningar, markandsföringspåståenden samt certifieringar. Därmed uppstår en ”klyfta” mellan företagets hållbarhetsmarknadsföring och konsumenternas attityd till denna. Kunskap, upplysning och information till konsumenterna kan resultera i mer engagerade och motiverade konsumenter samt en ökad prioritering av certifieringar vid inköpstillfället. Viktigt är att företaget kan effektivisera sin hållbarhetsmarkandsföring så att kommunikationen når konsumenterna på önskvärt sätt. I detta är det centralt att med kreativitet och ett nytänkande attrahera ”rätt” konsumentsegment via moderna marknadsföringskanaler. Today, sustainability is a central aspect in Sweden. This could also be seen in businesses marketing. A change of attitudes could also be seen, where an increasing number of companies and consumers are focused on sustainability. The purpose of this thesis is to investigate how companies can implement sustainability in their marketing and the consumers’ responses to this. With regard to the twofold purpose, research questions are split into ”The Business Perspective” and ”The Consumers Perspective”. The definition of the thesis is chosen to the product category coffee. This is because coffee is a relevant product in regards to sustainability. In the thesis, a comprehensive literature review has been done. In the method, a combined quantitative and qualitative study is used. This combined method gives different insights and angles to the study. A qualitative interview is used to ”The Business Perspective” and a quantitative questionnaire to ”The Consumer Perspective”. Moreover, the results and the theory are analyzed to give answer to the research questions and purpose. Sustainability is a diffuse term for consumers. There is a lack of knowledge concerning the concept of sustainability, sustainability ads and sustainabilitylabels. Therefor, a ”gap” could be identified between the sustainability marketing and the consumers responding attitudes. To educate and inform the consumers concerning sustainability aspects could result in higher levels of engagement and motivation and moreover an increased priority of choosing products with sustainabilitylabels in the buying situation. It is important that the company can make their sustainability marketing effective, so that the communication reach the consumers in a way that is wanted. A central aspect in this is to, with creativity and newthinking, attract the ”right” segment of consumers by modern communication tools and modern platforms.

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Clara, Lindström, and Sallander Persson Tindra. "Covid-19 inverkan på marknadsföring : En fallstudie om hur Nordic Wellness och Studio Aktiverum har anpassat sin marknadsmix för att ta socialt ansvar." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44962.

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There is no doubt that Covid-19 has affected the world on several different levels. However, it is less clear how the wellness industry has had to adapt to the Government's and the Public Health Agency's recommendations and restrictions. The purpose of this thesis is to investigate how gym companies have adapted their marketing mix and their social media marketing as a strategy for taking social responsibility during the Covid-19 pandemic. Empirical information has mainly been collected through interviews with respondents from Nordic Wellness and Studio Aktiverum, which are two different gym companies in Sweden. They have been interviewed about aspects of their attitude towards Covid-19 and their use of social media. Data has also been collected through observations and information on the company's social media platforms. A mixed method was used to link the empirical findings to the theory. The authors of this thesis discovered 5 different themes, namely, measures - training, customer response, challenges and opportunities, marketing communication and finally training support. The overall picture showed that the case companies were hit hard by the crisis, but that they still managed to continue their business by adjusting their marketing mix. Social media has been a useful tool for the case companies as they have been able to market their activities and offers, which has been especially valuable during times of crisis when budgets and income are lower.

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Andersson, Jonas, and Jesper Ulander. "Sponsring." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17839.

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Bakgrund: Det finns många olika sätt att marknadsföra sig på idag. Det kan exempelvis vara via sponsring. Sponsring är en markandsföringsform som ökar för varje år trots att forskning tyder på att det fortfarande är svårt att räkna på investeringen.Syfte: Studien har som syfte att öka förståelsen för varför företag väljer att sponsra en elitidrottsförening trots att det är svårt att räkna hem investeringen. Vi har valt att fokusera på fotbollsföreningen IF Elfsborg.Design/metod: I studien används en abduktiv ansats vilket innebär att vi har fått komplettera vår ursprungliga teoridel med mer teori allteftersom vi upptäckte fler delar under vår empiriinsamling. Empirin har samlats in genom en kvalitativ studie där vi har intervjuat personer som är ansvariga för företagets sponsring. De respondenter som vi valde att kontakta var de företag som är guldsponsorer till IF Elfsborg under säsongen 2014. Det är den näst högsta nivån i IF Elfsborgs sponsorskapsprogram. Empirin bygger på de svar som våra sju respondenter har delgett oss från de intervjuer som genomfördes.Resultat: I studien framkom det framförallt tre anledningar till varför IF Elfsborgs guldsponsorer valde att sponsra föreningen. Anledningarna var att få tillgång till föreningens nätverk och de andra företagen som verkade i nätverket. Det ansågs även viktigt att betala tillbaka till samhället och visa att företaget är en del av det samhället som det verkar i. Många av företagen fick även affärsavtal och motaffärer för att starta ett sponsringssamarbete med IF Elfsborg.Originalitet/värde: Det finns idag begränsat med forskning som berör den svenska marknaden och varför företag i Sverige väljer att sponsra en elitidrottsförening. Därför adderar den här studien mer kunskap som kan användas för framtida forskning inom ämnet sponsring. Program: Civilekonomprogrammet

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Granström, Johansson Louise, Emmy Torstensson, and Amanda Ljunggren. "CSR och transparens: Hur påverkas köpintentioner? : en kvalitativ studie om konsumentattityder i förhållande till modeföretags ansvarstagande." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21984.

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Det har blivit allt vanligare att modeföretag börjar implementera CSR och transparens i sina verksamheter i syfte att upplysa konsumenter om deras hållbarhetsarbete och ansvarstagande. Som konsument kan det dock vara svårt att uppfatta och tolka informationen angående dessa områden som företaget haft för avsikt. Studien undersöker hur de två generationerna Baby Boomers och Generation Y uppfattar fenomenet hållbart mode, CSR och transparens och vilka faktorer som påverkar köpintentionen hos Baby Boomers och Generation Y från företag som engagerar sig i dessa områden. Det genomfördes totalt 18 semistrukturerade intervjuer varav hälften av informanterna tillhörde Generation Y i åldrarna 22 - 28 och resterande tillhörde Baby Boomers i åldrarna 54 - 61. I intervjuerna fick informanterna beskriva deras åsikter och uppfattningar kring hållbart mode, CSR och transparens och hur de uppfattat kommunikationen av dessa. Efter en tematisk analys av det empiriska datamaterialet har det kunnat fastställas att både Generation Y och Baby Boomers uppfattat kommunikationen av modeföretags hållbarhetsarbete, CSR och transparens som både otydlig och svårtillgänglig. Den information som kommunicerats har därmed mottagits med viss grad av skepsis. Samtliga respondenter framhöll att CSR och transparens inom modeindustrin är viktigt att implementera och kommunicera men konsensus rådde att dessa i slutändan inte påverkar deras köpintention nämnvärt. It has become increasingly common for fashion companies to implement CSR and transparency in their businesses in order to inform consumers about their sustainability work and responsibility. As a consumer, however, it can be difficult to perceive and interpret the information regarding these areas that the company intends to. The study examines how the two generations of Baby Boomers and Generation Y perceive the phenomenon of sustainable fashion, CSR and transparency and what factors affect the buying intention of Baby Boomers and Generation Y from companies that engage in these areas. A total of 18 semi-structured interviews were conducted, of which half of the informants belonged to Generation Y between the ages of 22 and 28 and the rest belonged to Baby Boomers aged 54 - 61. In the interviews, the informants described their views and perceptions about sustainable fashion, CSR and transparency and how they perceived the communication of these concepts. After a thematic analysis of the empirical data material, it has been established that both Generation Y and Baby Boomers perceived the communication of fashion companies' sustainability work, CSR and transparency as both unclear and difficult to access. The information communicated has thus been received with some degree of skepticism. All respondents stated that CSR and transparency in the fashion industry are important to implement and communicate, but consensus was that these ultimately did not significantly affect their buying intention.

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Sterner, Linn, and Linnea Jönsson. "Cause Related Marketing : En studie i hur företag praktiskt arbetar med CRM." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106473.

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Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society.The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of product is most appropriate to market with CRM and how is the CRM campaign designed? A theoretical model is then formed to answer these questions, after a thorough research of relevant theory on the subject. Through a qualitative multiple case study we thereafter studied this at three large companies on the Swedish market, ICA, Kellogg's and Lindex.Our findings showed that all three companies work very similar with these issues. They cooperate with large well known charity organizations and they think that it's very important that the product and the cause match each other. The products are consistently low involvement products, which is also shown in the theoretical model. The CRM campaign lasts for a shorter period of time and the message is clear so it fast and easy will reach the customers.

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Bengtsson, Caroline, and Agnes Bäckström. "CSR och transparens: två verktyg för ökad köpbenägenhet? : En kvalitativfallstudie om grön konsumtion." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14651.

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CSR och transparens blir alltmer vanliga verktyg för företag för att kunna belysa konsumenter om deras ansvarstagande och hållbara arbete. För att dessa aktiviteter ska nå konsumenterna krävs en kommunikation från företaget. Som konsument kan det vara svårt att uppfatta informationen och tolka den som företaget önskar. Den här studien undersöker hur konsumenter uppfattar H&Ms marknadskommunikation gällande CSR och transparens och hur kommunikationen påverkar konsumentens köpbenägenhet av gröna modeprodukter på H&M. I studien genomfördes sju semistrukturerade intervjuer med kvinnliga studenter i åldrarna 21-26. I intervjuerna förklarar informanterna sina åsikter gällande företagsmarknadskommunikation av dessa områden och hur de uppfattat H&Ms sådan. Efter genomförd tematisk analys av det empiriska datamaterialet har det kunnat fastställas att konsumenterna haft svårigheter att uppfatta H&Ms marknadskommunikation angående dess hållbarhetsarbete. Den information som nått ut har därmed mottagits med bristande trovärdighet. Detta visade sig vara oberoende av respondentens kunskapsnivå eller grad av engagemang inom hållbarhetsfrågor. CSR and transparency are becoming two common tools for companies to highlight consumers about the company’s responsibility and sustainable work. In order for these activities to reach the consumers, a communication from the company is required. As a consumer, it may be difficult to perceive and interpret the information in a way that the company desires. This study investigates how consumers consider H&M’s marketing communication regarding these topics and how this communication affects consumers’ willingness to buy green fashion products at H&M. In the study, seven semistructured interviews were conducted with female students in the ages between 21-26. In the interviews the informants explained their opinions on the company’s marketing communication of these subjects and how they perceived H&M’s communication. After a succeeded the matic analysis of the empirical data material it has been found that the consumers had difficulty understanding H&M’s marketing communication regarding its sustainable work. The information obtained has thus been received with insufficient credibility. This is stated as not related to the level of knowledge the respondents possessed or their commitment in sustainability.

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Trojánek, Štěpán. "Marketingové komunikace a udržitelný rozvoj.Konflikt nebo synergie." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85244.

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The aim of this master's thesis is to find out whether there is a conflict between marketing communications and sustainability or if these can benefit from each other and how to apply this synergy in business reality. Firstly, overall impact of marketing communications on sustainable development is analyzed, mainly in terms of communications' content, and a potential role of marketing communications in achieving sustainable development is outlined. In the second part, sustainability is regarded as an opportunity for marketing incl. communications and sustainable marketing is introduced as a suitable reaction to this opportunity. A short analysis of current situation in Czech Republic follows. A great deal of the thesis is devoted to specific recommendations for businesses practicing sustainable marketing, be it on the product, brand or company level. These recommendations are then demonstrated on selected print advertisements. Finally, the thesis presents three ways in which marketing communications can help sustainable development, according to the author: (1) informing consumers about sustainable product and company choices, (2) normalizing sustainable behavior and usage of innovative products and (3) educating consumers.

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Gudjonsdottir, Elly, and Albina Jusubova. "CSR's effect on brand image." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-14997.

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The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely. More specifically, a self-completion survey was conducted on a sample of 73 hotel guests living in a CSR friendly hotel in Malmo, Sweden.

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