Corporate Social Responsibility as a marketing tool: comparison between two selected companies

Bc. Aigerim Birnazarova

Diplomová práce

Abstract:

This Diploma thesis concerns the implementation of corporate social responsibility (CSR) tools in the selected companies. The author compares the CSR tools used by two companies: Mercedes Benz Czech Republic and Mol Bulak Finance in the Kyrgyz Republic. The theoretical part of the Thesis reveals the theoretical aspect of the term of the corporate social responsibility: its definition, history of its development, types and approaches and benefits from its implementation for the company. As for the practical part, it comprises of an overview of the background of both selected companies in order to have an idea which types of companies are we dealing with. Further, the author analyses the tools of CSR implemented by both companies and their possible outcomes. This part is supported by the interviews with the managers of both companies and surveys conducted for the followers of the both companies’ Facebook pages. In conclusion, the author proposes recommendations on the improvement of the CSR presense for both companies with the possibility to exchange experiences.

Keywords

Corporate social responsibility, Mercedes-Benz Czech Republic, CSR, marketing, Mol Bulak Finance, Kyrgyz Republic, social media, business, business development, education, environment, promotion

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management