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Strategy of Corporate Social Responsibility in Hilton Worlwide company and its application in local conditions
Švábová, Kateřina ; Mokrejšová, Veronika (advisor) ; Filipová, Alena (referee)
This bachelor thesis focuses on strategy of corporate social responsibility (CSR) in company Hilton Worldwide. The bachelor thesis is divided into two parts. The theoretical part deals with concept of corporate social responsibility, with the philosophy of CSR, its history and the present. This part also defines key words related to corporate social responsibility like CSR, stakeholders, corporate philanthropy, sustainable development, business ethics and corporate citizenship. It also focuses on the important role of communication in general and also in CSR. The practical part introduces the concept and strategy of CSR in the company Hilton Worldwide. This part also presents hotels Hilton Prague and Hilton Prague Old Town and their activities within the CSR. SWOT analysis as strategy tool was used to evaluate the concept and communication of CSR in both hotels. The final results of analyses showed problems in internal and external communication. Based on results of SWOT analysis are suggested solutions and recommendations that should improve understanding and perception of CSR concept in both hotels, improve internal communication for employees, and use all modern communication tools and channels for communicating information about CSR activities. These measures will lead to increased loyalty and strengthening the company's competitiveness.
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Regulation of retailer-supplier relatiohships within the food chain
Mokrejšová, Veronika ; Zadražilová, Dana (advisor) ; Klosová, Anna (referee) ; Zeman, Jiří (referee) ; Vyhnálek, Petr (referee)
This thesis deals with retailer-supplier relationships within the food chain, and with possibilities of their regulation. The aim is to assess the effect of regulation of retailer-supplier relationship, through "Act on Significant Market Power and Abuse thereof" on particular food chain members, and eventually to propose an alternative solution of their regulation. The thesis states the following hypothesis: The Act on Significant Market Power does not change bargaining power between suppliers and retailers. The thesis is divided into five parts. The first of those defines the issue of retailer-supplier relationship, especially the so called "unfair practices". The mind-set of the European Commission which judges the unfairness of a practice, according to its impact on consumer, investment and competition is stressed. When comparing market shares and profit abilities, it is obvious that supplier sector is not disadvantaged in relation to retailing, however, there are cases of small and medium enterprises over which retailers can impose their bargaining power. Retroactive changes and excessive risk transfer on a business partner are then indicated as unfair, which is confirmed by microeconomic analysis. The second part maps means of regulation, through hard and soft law in the EU and its member states with focus on the Czech Republic, where the Act No. 395/2009 Coll., on Significant Market Power in the Sale of Agricultural and Food Products and Abuse thereof is applied. It is found that regulation within the EU is heterogeneous and the results of different regulatory mechanism in different countries differ. The third part talks about self-regulatory possibilities constituted by corporate social responsibility. The main solution of retailer-supplier relationships is represented by stakeholder dialogue, in which contractual parties look for the basis of their antagonistic positions (which are hidden in their interests and needs), and try to identify mutual needs and to create shared value. This approach increases the created value, which is advantageous for both partners, instead of redistributing the value to the benefit of the stronger partner. The fourth part presents the results of a survey conducted among retailers, retailer suppliers and farmers, their opinions about the Act on Significant Market Power, about changes caused by this Act and about particular unfair practices. It was realised that the Act does not help the suppliers very much, in that the bargaining position was improved only with a tiny part of the respondents, and the Act even did not fulfil the role of small and medium sized enterprises protection. The everyday practice of retailer-supplier relationships remains (after changing few legal formulations in the contracts) almost the same as it was before the Act came into force. The only considerable change is shortening the payment period to 30 days; however, there are suppliers that are not content about this provision. The farmers do not feel any consequences of the Act; retailers regard it as business barrier and excessive regulation. Thus, this part confirms the hypothesis. The final part of the thesis proposes a solution to this issue by engaging many stakeholders: the business partners (self-regulation), the State (regulation through general universal act), consumers, non-governmental organisations and media (generating demand for responsible behaviour of firms).
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The importance of CSR in direct selling
Zoulová, Sabina ; Křečková Kroupová, Zuzana (advisor) ; Mokrejšová, Veronika (referee)
The work deals with the importance of Corporate social responsibility (CSR) in direct selling. The theoretical part characterises direct selling as a whole. It focuses on multilevel marketing, which is the most frequently used form of direct selling. Next it mentions characteristic features that help us disclose illegal systems. These systems just pose as multilevel marketing. This part also comprises statistics that provide an overview of the position of direct selling in the market. In large part it deals with consumer protection. To a certain extent, consumer protection might be guaranteed through CSR, the Code of ethics and a company's memberhip in direct selling associations. The practical part includes a case study. The subject of the study is the largest direct selling company -- Avon Product. The main goal of the work is to prove/disprove following hypothesisses: "While doing the shopping, customers give priority to other factors rather than CSR" and "While looking for a job, people (distributors) give priority to other factors rather than CSR". The hypothesisses will be evaluated on the basis of questionnaire survey, which has a quantitative and qualitative part.
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Corporate social responsibility of food retail chains in the Czech Republic
Kopalová, Markéta ; Zadražilová, Dana (advisor) ; Mokrejšová, Veronika (referee)
The aim of this thesis is to depict specifics of Corporate social responsibility in food retailing in European perspective. The empirical part provides an analysis of CSR strategies of eight major food retail chains in the Czech Republic. Responsible actions are summarized according to the level of CSR to: minimize risks, enhance business and generate innovations. Survey was conducted in order to obtain consumers' perceptions towards CSR actions in food retailing and image of analyzed retailers.
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Evaluating of shopping atmosphere in two retail units SPORTISIMO and Hervis Sport
Caletka, Petr ; Chylíková, Hana (advisor) ; Mokrejšová, Veronika (referee)
This thesis is about evaluating shopping atmosphere in SPORTISIMO and Hervis Sport in one city. First chapter is dedicated to definition of shopping atmosphere and it also characterizes criterions which make this atmosphere. Second chapter describes companies SPORTISIMO and Hervis Sport. It is about assortment and complementary services. Third chapter analyses atmosphere in these retail stores using two research methods. Last point is about analysing results. There are also some proposals how to improve negative points.
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