Using CSR to increase the value of the company

Jana Nováková

Diplomová práce

Anotace:

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.

Abstract:

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.

Klíčová slova

marketing, CSR, sustainability, company value

Keywords

marketing, CSR, sustainability, company value

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 25. 9. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 16. 1. 2017
• Vedoucí: Petr Král
• Oponent: Kateřina Půbalová

Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Ekonomika a management / International Management