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

Bc. Elif Gultepe

Diplomová práce

Anotace:

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: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 4. 2014

Obhajoba závěrečné práce

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

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication