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Cause-Related Marketing a principy jeho fungování
Šanderová, Lenka ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Nowadays firms are dealing with fierce competition and are "forced" to keep launching new products and strategies that would attract consumers'attention. One of the fastest growing marketing strategies - Cause-related marketing (CRM) addresses these trends as well as benefits from them. Cause-related marketing is a strategic partnership between a for-profit and non-profit organization. The contributions to the cause are made via consumer'purchases. As many statistics prove, CRM is a very effective strategy resulting in higher sales, enhanced image as well as loyalty. The question remains: how is it possible? What marketing concepts and techniques stand behind CRM? The diploma theses answers those questions and explains most important markteting and psychologial concepts from consumer's and firm's perspective.
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Adoption of ISO standards as a voluntary tool for sustainable success of company
Jochovičová, Marie ; Hadrabová, Alena (advisor) ; Remtová, Květa (referee)
My work deals with analysis of attitudes to ČSN EN ISO standards acceptance, above all ČSN EN ISO 9001:2001 and ČSN EN ISO 14001:2004. It focuses on microeconomic view of acceptance of these standards by Czech companies. The first problem is concerned with what standard is accepted and perceived in the Czech Republic and it examines possible influence by refusal or acceptance of the standard. The second area of my study is assesment of the degree of assets and costs for a company by standard implementation and subsequent calculation of these values. Analysis of estimations from experience, if the standard is an administrative burden for the society or if it is dealt with an effective instrument to successful development of the society. My study treats of reasons, causes and consequences of acceptance or non-acceptance of the standards.
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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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Corporate Social Responsibility - Is It a Topic Just For The Business?
Borošová, Veronika ; Zadražilová, Dana (advisor) ; Zeman, Jiří (referee)
Diploma thesis introduces a modern concept of Corporate Social Responsibility - CSR. At the same time it searches for an answer to the question: Is a topic just for the business organisations? Or is there a space for involvement of public sector? Theoretical part defines the concept, proces of implementation and its new trends (Strategic CSR). It also deals with possibilities of public instituitions in world of CSR? The second part analyses (thanks to the questionnare research)the situation of CSR at one of the public instituitions - university, at University of Economics in prague specifically. The main goal was to find out students'insight into CSR issue at University of Economics in Prague and tries to find out the the most relevant topics for students.
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Corporate Culture of Vodafone Czech Republic a.s.
Štalmachová, Ivana ; Džbánková, Zuzana (advisor) ; Soukupová, Jana (referee)
Corporate culture is considered as an important idicator of firm's long-term performance. It represents a collection of values, norms and attitudes that are shared in people in organization and that control the way they interact with each other and with stakeholders. First part of the thesis describes corporate culture from theoretical point of view, concretely definition, characteristics and typology of corporate culture, its relation to company's control processes and its changes. Second part of the thesis concentrates on analysis of corporate culture of Vodafone Czech Republic a.s. I paid attention to linkage between corporate culture and company strategy, elements of corporate culture and to its manifestations in internal communication and employees questions. Corporate Social Responsibility issue as an inseparable part of company's culture is analyzed as well. Final part of the thesis belongs to a review of Vodafone's corporate culture with focus on its strength and pros and cons implied.
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Corporate social responsibility
Priesterová, Lucia ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main goal of this Diploma thesis is to find out, on the basis of research, how the companies from Czech and Slovak Republic perceive and apply in praxis the concept of corporate social responsibility. The work consists of theoretical and practical part. The theoretical part is included in the first three chapters. The first chapter defines the term CSR and illustrates the historical development of social responsibility. The second chapter presents various theories and approaches in the area of CSR, describes the main as well as alternative concepts of CSR, advantages and disadvantages for the firm which decides to behave socially responsibly. It also mentions the approach of the European Union and the debate if the concept of CSR should still remain voluntary. The third chapter is focused on CSR in the company's praxis. It describes the pillars of CSR, explains the terms like corporate ethics or corporate philanthropy as well as the instruments for measurement and evaluation of corporate social responsibility. The practical part is contained in the last fourth chapter. It follows the done research among the companies from Czech and Slovak republic which main aim is to find out if there exist some differences in approach to CSR among the companies on the basis of their owner's structure, size or branch of enterprise. Consequently, the conclusions about the posture and an approach of Czech and Slovak companies are done from the results of research. It also emphasizes the areas where the companies do very well and areas where exists a space for an improvement.
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The Transmission of CSR in Multinational Corporations
Malá, Simona ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This final thesis is dealing with transmission of CSR strategy in transnational corporations. The first theoretical part offers an introduction and explanation of CSR and several models are discussed. The transmission of the concept is analyzed in companies Tesco and Vodafone in the United Kingdom of Great Britain and Northern Ireland and in the Czech Republic. At the end the primary hypothesis is confirmed, i.e. main goals and strategies are developed in a parent company and transformed to other countries with respect to the situation on the market.
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Analysis of CSR activities of T-Mobile Czech Republic, a.s.
Ježková, Ivana ; Mikeš, Jiří (advisor) ; Ladmanová, Monika (referee)
The Master's thesis deals with a question of corporate social responsibility. The thesis is divided into two main parts. The theoretical and methodological part explains main terms related to CSR, introduces important organizations oriented on CSR and describes standards of corporate social responsibility that can be followed. The first part is also supplemented with interesting data gained in public opinion research on the theme of CSR and its public perception. In the practical part, there are analyzed CSR strategies of two companies: T-Mobile Czech Republic, a.s. and IBM Czech Republic, spol. s r.o. Individual activities are classified into three basic pillars of corporate social responsibility. Approaches of these two companies are compared and in the conclusion of the thesis there are recommended steps to make corporate social responsibility of the two companies more effective.
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Analysis of corporate social responsibility of ING
Marvanová, Zuzana ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Thesis contains basic informations and definitions of CSR, its history, contemporary activities and main advantages as well as disadvantages. Except that are described possibilities of implementation, measurement and evaluation of it in a company. The second part is concerned with the attitude of ING to corporate social responsibility globally as well as in Czech republic. At the end is a short questionnaire.
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Corporate responsibility as a part of company strategy
Pavelčíková, Katarína ; Dušková, Iva (advisor) ; Soukupová, Jana (referee)
The main topic of thesis is the issue of corporate social responsibility, which gradually acquires new fans and so is gaining importance. The first part aims to describe the basic characteristics of the concept and then clarifying the procedure for the incorporation of social responsibility to the main business strategy. Latest part of the theoretical part points to need to distinguish from the concept of corporate philanthropy and Public Relations. The practical part of the thesis describes long-term strategy of Nike, Inc., which own activities manage not only meet the requirements of all stakeholders, the company but the promotion of own business and the industry in which the enterprise operates. The author wants to point out in the thesis that implementing corporate social responsibility into the strategic plan can help every company to gain competitive advantage and support the community, which is part of.
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