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Marketing communications & sustainable development: Conflict or synergy
Trojánek, Štěpán ; Mikeš, Jiří (advisor) ; Binar, Jan (referee)
The aim of this master's thesis is to find out whether there is a conflict between marketing communications and sustainability or if these can benefit from each other and how to apply this synergy in business reality. Firstly, overall impact of marketing communications on sustainable development is analyzed, mainly in terms of communications' content, and a potential role of marketing communications in achieving sustainable development is outlined. In the second part, sustainability is regarded as an opportunity for marketing incl. communications and sustainable marketing is introduced as a suitable reaction to this opportunity. A short analysis of current situation in Czech Republic follows. A great deal of the thesis is devoted to specific recommendations for businesses practicing sustainable marketing, be it on the product, brand or company level. These recommendations are then demonstrated on selected print advertisements. Finally, the thesis presents three ways in which marketing communications can help sustainable development, according to the author: (1) informing consumers about sustainable product and company choices, (2) normalizing sustainable behavior and usage of innovative products and (3) educating consumers.
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Current Trends in Corporate Social Responsibility
Šimčíková, Eunika ; Zamykalová, Miroslava (advisor) ; Pencová, Barbora (referee)
The aim of the thesis is to identify current trends in the field of Corporate Social Responsibility (CSR). The theoretical part of the paper deals with the evolution of CSR, the basic conceptual approaches, motivation of companies to adopt responsibile business pracitices, and the dominant global trends. The practical part assesses the relevance of CSR trends for one of the world's largest companies - General Electric.
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Corporate Social Responsibility. Case Study
Efthymiadis, Šárka ; Zadražilová, Dana (advisor) ; Matysová, Kamila (referee)
The work is divided into two parts. The first part describes corporate social responsibility from a theoretical point of view. It includes different views on CSR, stakeholders, and deals with the impact of financial crisis on a number of CSR projects. The case study deals with social responsibility at Nike.It describes the different areas where Nike socially responsible business is conducted. Here I also describe the impact of the global financial crisis on the number of implemented CSR projects. Both theoretical and practical part of the work describe CSR reporting in detail.
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Corporate Social Responsibilty (CSR) in Danone
Petroniová, Lucia ; Halík, Jaroslav (advisor) ; Formánková, Petra (referee)
This thesis deals with theme Corporate Social Responsibility (CSR). Theoretical part provides a comprehensive view of CSR. After the initial definitions of CSR work continues with the historical overview of CSR performance, the benefits of implementing CSR activities, explains the concept of "stakeholders", stresses the importance of communication of CSR activities and finishes with perception of social responsibility by individuals and companies. The practical part introduces specific international company, Danone. This part presents Danone CSR projects on the global and local level and analyses the perceptions of CSR activities of Danone by company employees. The final part summarizes achieved knowledges while writing thesis and fulfillment of the objectives of the thesis.
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Green Marketing
Bělonohá, Romana ; Ezrová, Hana (advisor) ; Dvořák, Jiří (referee)
The aim of the Thesis is to give an overview of selected companies from various industries that have an ecological approach and utilize green marketing together with a following overall evaluation forecast of likely development of the subject, mainly in the Czech Republic environment in comparison with the world.
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Socially Responsible Behaviour of Customers
Kořítková, Lucie ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of the work is to compare the shopping conditions for socially responsible consumer in the Czech Republic and Germany and at the same time the attitude of the consumers to this issue in the given countries. In the theoretical part of the work the concept of CSR is defined first followed by the concept of customer social responsibility. In the practical part there are described shopping conditions for socially responsible customer based on research in supermarkets in both countries. At the end of the work the results of the questionaires are sumed up.
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Analysis and comparison of activities among companies operating in the Czech market in the social area of CSR
Würtherle, Jiří ; Lhotáková, Markéta (advisor) ; Švábková, Eva (referee)
The goal of this paper is to evaluate the level of activities of companies that operate in the Czech market in the social area of CSR and to ascertain how the companies perceive CSR. The paper is written from an ethical point of view. On the basis of several theoretical concepts we present a design to evaluate CSR activities of the companies. This way we analyze the CSR activities of two companies in the Czech market. These two companies should represent the cream of the crop in CSR in the Czech market. Another perspective is being presented by conducting a survey among a wide group of companies in the Czech market. This survey is aimed at CSR activities of the companies and both their internal and external perception of CSR. Companies are analyzed and compared due to the size of their staff (small, medium and large), and the location of their headquarters (Czech and foreign). On the basis of these analyses we present a set of recommendations.
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CSR and its impact on brand image
Mičáková, Veronika ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
The main aim of this diploma thesis is to discover an evidence of CSR influence upon brand image. More precisely, I will attempt to explore the impact of L'Oréal corporate social responsibility on L'Oréal Paris brand image. The concept of CSR, the center of the brand and brand image are described in the introduction. For better understanding, there are also practical examples provided. Chapter number three creates a fluent connecting link between theoretical and practical part, briefly characterising company L'Oréal and brand L'Oréal Paris. Following practical part focuses on introduction of the above mentioned research, conducted in the form of questionnaire, where semantic differential and physiognomic test were used. In the conclusion we can see the result analysis that consisted of simple summarization and further dependency determination. Based on the results obtained, we are able to answer the crucial question, whether the CSR of L'Oréal influences the L'Oréal Paris brand image or not and to suggest the best way of maximizing the potential positive effect.
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