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Aid to developing countries and the role of commercial communications
Kopecká, Monika ; Mikeš, Jiří (advisor) ; Žižková, Zuzana (referee)
The developing world presents many questions which are explored by different scientific disciplines and fields in an effort to find sustainable solutions to problems that are defined in the MDGs. Even the marketing and commercial communications brings many creative and effective solutions in order to help achieve these goals. The primary aim of this thesis is to identify the different types of development assistance provided by various subjects of our society, to characterize the market from the perspective of developing marketing strategies and to analyze the potential of selected tools of commercial communications in creating sustainable solutions to development problems. Communication for Development which is based on global partnership has the potential to accelerate the achievement of term and measurable development goals and presented work tries to demonstrate it through many examples.
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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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Uplatňování rovných příležitostí ve firmách v ČR
Kmeťová, Michaela ; Plášková, Alena (advisor) ; Skácelík, Pavel (referee)
This Master's thesis is focused on application of equal opportunities for women and men in firms in the Czech Republic. The purpose is to define the concept of corporate social responsibility as well as equal opportunities. The thesis also introduces the Czech legislation that deals with discrimination and the advantages for companies of complying with equal opportunities for men and women. It is concluded with a research of application of equal opportunities in firms in the Czech Republic and it summarizes the results and introduces recommendations.
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Corporate Social Responsibility, its applications and perceptions of employees in Pilsner Urquell
Mareček, Zdeněk ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The theoretical part defines the concept of corporate social responsibility, important areas that are a part, provides reasoning for implementing the concept, speculates about the meaningfulness of corporate social responsibility in today's environment, taking into account the relationship existing businesses and consumers. Practical part defines and analyzes the social responsibility of Pilsner Urquell including a survey of staff views on this area in general and also in the Pilsner Urquell using a two-stage occupational research. The work should, inter alia, help to direct further actions Pilsner Urquell in area of social responsibility, including its internal communication in a manner which would be the best acceptable and easily identifiable to employees.
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Implementation of Corporate Social Responsibility at 3M Czech Republic
Bogdan, Marek ; Jaklová, Martina L. (advisor) ; Chytil, Tomas (referee)
The aim of this thesis is to present the top management of 3M Czech Republic with a comprehensive solution to their CSR implementation task. The thesis starts by giving the reader an insight into the today's forms of business ownership including corporations and by covering the issue of governance explains why corporations need a solution like CSR. Subsequently, the theoretical foundations of CSR are presented, followed by an explanation of the actual business tool. Additionally, a generic implementation roadmap is devised together with key success factors of this process identified. Based on this generic roadmap, a tailored solution for 3M Czech Republic including specific recommendations on measures and key performance indicators is developed.
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Corporate Social Responsibility (in terms of the Czech Republic)
Vodehnalová, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This thesis focuses on the matters of corporate social responsibility, in particular in the Czech Republic. The aim is to present the most comprehensive overview of the given concept and consequently apply this theoretical knowledge to the concrete Czech firm, evaluate its application and then outline the possible areas of improvement. The thesis contains a lot of theoretical information on corporate social responsibility, but also practical recommendations and practices for successful implementation of social responsibility into the use. Attention is also paid to the comparison of the situation in the Czech Republic and abroad and to the identification of the possible constrains of the development of social responsibility inland.
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Proposal of ecological communication strategy for well known consulting company
Ondrušová, Martina ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Diploma thesis deals with the creation of environmental corporate image and with designing a communications strategy in order to address environmental program. In the world of globalization and increased competition, companies strive to differentiate their business in unconventional way. Differentiation is being done by open communication and also by socially responsible behavior. The goal of the thesis was to point out that each and every company can run its business ecologically, even the consulting company operating on B2B market. Building the environmental image, however, requests new values being integrated into common internal processes and creating new corporate identity visible to public. The content of the thesis is divided into theoretical and practical part. The theoretical part deals with the corporate identity, corporate image and brand. Other chapters are devoted to the theory of communication, corporate social responsibility and environmental aspects of business. The practical part includes description of the company and proposal of comprehensive environmental program. The final chapter of practical part describes the plan of external and internal communication strategy which is inevitable for building environmental corporate image.
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Ethical aspects of crisis company communication
Roztočilová, Linda ; Antušák, Emil (advisor) ; Kopecký, Zdeněk (referee)
The topic of the Master's Thesis "Ethical aspects of crisis company communication" is crisis communication. It is aimed at theoretical knowledge, analysis of ethical failure in the crisis communication and the measure suggestion for company management in crisis communication planning and managing. The Master's Thesis is focused on two examples from the floods in August 2002. The floods in the Prague underground and in the chemical plant Spolana Neratovice became the symbol of the summer situation. The analysis has detected the importance of the ethical aspects of crisis communication. The breach of these principles or conscious violation of them could have not only personal but also economic and legal consequences.
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