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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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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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