Corporate Social Responsibility of Globalized Companies: ABInBev case

Roman Kopylov

Bachelor's thesis

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Abstract:

See English version

Abstract:

Corporate Social Responsibility is an important topic for nowadays businesses: shareholders want to see companies contributing to positive societal changes, fighting inequality and protecting the environment. This paper explores corporate social responsibility (CSR) in the context of globalized companies, specifically examining the communication strategies employed by AnheuserBusch InBev (ABInBev), the largest beer-producing company in Europe. The paper investigates the different dimensions of CSR and the subcategories of CSR communication and stakeholder awareness. The challenges faced by globalized companies in implementing CSR practices are also discussed. Effective communication is essential in any successful CSR strategy, especially for globalized companies. The paper describes how companies can adopt a well-planned and genuine communication approach to instill trust in stakeholders and demonstrate their commitment to social and environmental responsibility. The paper presents a survey of 200 stakeholders that analyzed the stakeholder’s perception of ABInBev’s CSR communication and implementation strategies. The study demonstrated that stakeholders have different perceptions of the best way for companies to communicate about their CSR projects. The majority of surveyed stakeholders had difficulty evaluating ABInBev's CSR since they were not familiar with the company but were aware of the company’s products. It was also found that all of the respondents embrace CSR initiatives positively and evaluated CSR communication as an important aspect for the companies. Stakeholders surveyed suggested ABInBev increase the company’s awareness as well as improve its CSR communication. The author suggested improving CSR communication by increasing overall company awareness and implementing new communication ways via packaging, increasing social media presence, and spreading awareness using internal staff.

Keywords

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Keywords

Corporate Social Responsibility, Anheuser-Bush InBev, ABInBev, CSR, CSR of globalized companies

Language used: English

Date on which the thesis was submitted / produced: 26. 4. 2023

Thesis defence

• Date of defence: 2. 6. 2023
• Supervisor: Yadira Ixchel Martínez Pantoja
• Reader: Vadim Semenenko

Vysoká škola ekonomická v Praze

Bachelor programme:
International Business