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Cross-Sectoral Cooperation in the Field of CSR: A Case Study of the Food Bank for Prague and Central Bohemia
Tomanová, Karolína ; Legnerová, Kateřina (advisor) ; Muhič Dizdarevič, Selma (referee)
This diploma thesis deals with cross-sectoral cooperation in the field of corporate social responsibility (CSR). This topic is researched using a case study of the Food Bank for Prague and Central Bohemia and food chains that have established a cooperative partnership with the organization. Empirical research took the form of an initial fieldwork, interviews, and analysis of websites and other available documents. The thesis aims to introduce the insufficiently- explored issue of food banks and CSR that is created around them by food chains. First, it deals with the types of cooperation that occur within these relationships and proceeds to explore their dynamics. Furthermore, it examines the motivations of chains for cooperation and the appraisal of mutual cooperation both on their part as well as the part of the food bank, a representantive of the non-profit sector. The thesis can serve as an inspiration for further research on the topic of food banks or cross-sectoral cooperation that would involve perspectives of entities from both cooperating sectors as this represents a fact that is often overlooked in research. Keywords: Cross-sectoral cooperation, corporate social responsibility, food bank, food wasting, non-profit organization.
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Marketing as a tool for civil society organizations to promote public interests
Gabrielová, Simona ; Šťovíčková Jantulová, Magdaléna (advisor) ; Moree, Dana (referee)
The diploma thesis deals with the use of marketing strategies as tools of civil sector organizations to promote public interests. The first part of the thesis serves to clarify the theory of organized civil sector, marketing strategies of civil sector organizations and the legislative process in the Czech Republic, including clarification of the concept of public interest. The second part of the thesis consists of qualitative empirical research, which aims to describe the whole form of the selected campaign created to promote public interest in the form of legislative change while understanding how campaigners evaluate the campaign and how they perceive cooperation between civil society organizations and marketing agencies for the implementation of the campaign. The chosen research method is a case study of the successful marketing campaign of the czech civic sector organization Svoboda zvířat, which contributed to the promotion of the public interest. By using data analysis and semi-structured interviews the case study acquaints the reader with the key circumstances of the selected campaign, its proposed marketing strategy including its explanation, with the campaign implementation process including the context of the legislative process of the public interest, with evaluation of the campaign from...
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