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Integration of Creating Shared Value Strategy into Marketing Communications and Its Effectiveness in Economical and Societal Sphere – Bc. Elif Gultepe

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Bc. Elif Gultepe

Master's thesis

Integration of Creating Shared Value Strategy into Marketing Communications and Its Effectiveness in Economical and Societal Sphere

Integration of Creating Shared Value Strategy into Marketing Communications and Its Effectiveness in Economical and Societal Sphere

Anotácia: The promising theory of Creating Shared Value has become popular in a short period of time, and has been accepted easily due to its success in overcoming challenges that businesses have been facing recently in environmental and societal sphere, and also in creating effective reputation to increase the competitive advantage. The aim of this study is analyze how shared value concept can be introduced into marketing communication strategies, especially its contribution to corporate reputation and trustworthiness. This study also aims to display strategic approach of shared value theory by highlighting effective implementation in marketing communication practice.

Abstract: The promising theory of Creating Shared Value has become popular in a short period of time, and has been accepted easily due to its success in overcoming challenges that businesses have been facing recently in environmental and societal sphere, and also in creating effective reputation to increase the competitive advantage. The aim of this study is analyze how shared value concept can be introduced into marketing communication strategies, especially its contribution to corporate reputation and trustworthiness. This study also aims to display strategic approach of shared value theory by highlighting effective implementation in marketing communication practice.

Keywords: Corporate Communications, corporate identity, corporate image, corporate reputation, creating shared value, corporate social responsibility, corporate citizenship, ethics, stakeholders, sustainability, trust in business.

Jazyk práce: English

Obhajoba závěrečné práce

  • Obhajoba proběhla 19. 6. 2014
  • Vedúci: PhDr. Karel Eliáš, CSc.
  • Oponent: M.A. Ondřej Kotouč

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