Corporate Social Responsibility. The Public Image of Companies in the Context of CSR

Table of Contents

1. Introduction

2. Corporate Social Responsibility

3. Importance of CSR

4. Communication of CSR

5.CSR in business practice

6. The objects of investigation

7. Evaluation and interpretation of the results of the investigation

8. Overall summary/ conclusion and outlook

Bibliography

Appendix

Objective and Research Topics

This master's thesis explores the significance of Corporate Social Responsibility (CSR) within Austrian companies, specifically focusing on its integration into corporate communication and its overall contribution to business success. By analyzing the public image of four selected Austrian firms, the study examines how these organizations communicate their social responsibilities and to what extent their CSR activities are strategic rather than purely reactive.

• Implementation of CSR concepts in Austrian corporate practice.
• The role and influence of CSR within corporate communication departments.
• The contribution of CSR to achieving long-term corporate goals.
• Industry-specific differences in the perception and communication of CSR.
• The importance of stakeholder dialogue as a key instrument in CSR management.

Excerpt from the Book

Summary of Chapters

1. Introduction: Outlines the relevance of CSR in the modern corporate landscape and defines the research scope and objectives.

2. Corporate Social Responsibility: Provides a comprehensive definition of CSR, its historical development, and related concepts like Corporate Citizenship and Corporate Governance.

3. Importance of CSR: Analyzes the reasons for the growing relevance of CSR, including its benefits as a business case and its connection to business ethics.

4. Communication of CSR: Explores tools and strategies for internal and external CSR communication, emphasizing the critical role of credibility and trust.

5.CSR in business practice: Details the empirical methodology, including the expert surveys conducted with CSR managers in Austria.

6. The objects of investigation: Introduces the four case study companies: BMW AG, SPAR, Energie AG, and Österreichische Bundesforste AG.

7. Evaluation and interpretation of the results of the investigation: Presents the findings from the expert interviews, analyzing motivations, definitions, and communication practices.

8. Overall summary/ conclusion and outlook: Synthesizes the results, tests the initial hypotheses, and provides a final outlook on the future of CSR in Austria.

Keywords

Corporate Social Responsibility, CSR, Corporate Citizenship, Sustainability, Corporate Communication, Stakeholder Management, Business Ethics, Corporate Reputation, Triple Bottom Line, Austrian Economy, Management Strategy, Transparency, Credibility, Trust, Sustainable Development

Frequently Asked Questions

What is the primary focus of this master's thesis?

The thesis focuses on examining the significance of CSR in Austrian companies and how it is integrated into their communication and corporate identity.

What are the core thematic areas discussed in the work?

The work covers definitions of CSR, the importance of stakeholder dialogue, the communication of CSR, and the link between CSR and corporate strategy.

What is the central research question addressed in this paper?

The primary research question is how responsible action is implemented in Austrian companies and what role CSR plays in their communication and goal achievement.

What methodology was used to gather empirical data?

The author conducted semi-structured expert interviews with CSR managers from four different large companies in Austria to gain qualitative insights.

What does the main part of the thesis cover?

The main part encompasses both theoretical foundations, such as the CSR pyramid, and empirical findings based on the expert survey results.

Which specific terms characterize the thesis's content?

Key terms include Corporate Social Responsibility, sustainability, stakeholder management, corporate communication, and corporate governance.

How does the thesis define the concept of CSR in practice?

It emphasizes that CSR is more than altruism; it is a strategic business approach that requires consistent, credible, and transparent communication.

What unique case studies are presented in this document?

The document provides specific case studies on BMW AG, SPAR, Energie AG, and Österreichische Bundesforste AG to demonstrate CSR in real-world practice.