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Corporate Citizenship. Die strategische Einbettung von gesellschaftlichem Engagement in die Unternehmenskultur

Corporate Citizenship. Die strategische Einbettung von gesellschaftlichem Engagement in die Unternehmenskultur

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Frankfurt University of Applied Sciences, ehem. Fachhochschule Frankfurt am Main, Sprache: Deutsch, Abstract: Das Spenden, Sponsern und Stiften für die Bereiche Kultur, Sport oder Soziales ist bei Unternehmen weit verbreitet. In den letzten Jahren hat jedoch ein neues Verständnis gesellschaftlichen Engagements und sozialer Verantwortung von Unternehmen in der öffentlichen Diskussion an Bedeutung gewonnen, welches durch die sich verändernde Rollenverteilung zwischen Staat, Unternehmen und Gesellschaft hervorgerufen wurde. Auslöser für diese Veränderung sind sowohl die leeren öffentlichen Kassen als auch die wachsenden Herausforderungen der Globalisierung. Das Konzept des Corporate Citizenship stammt aus den USA und basiert auf der Leitidee für die Übernahme sozialer Verantwortung - The Art of Giving Back to the Community. Im Rahmen von Corporate Citizenship wird Unternehmen die konzeptionelle Mitwirkung an dauerhaft angelegten und strategisch ausgerichteten Lösungen gesellschaftlicher Probleme zugewiesen. Der Staat leistet seinen Beitrag, indem er Gelegenheitsstrukturen für unternehmerisches bürgerschaftliches Engagement durch die Gestaltung der rechtlichen Rahmenbedingungen schafft und zwischen den an einer Zusammenarbeit interessierten Partnern vermittelt. Der Begriff Corporate Citizenship bezeichnet demnach einen Wandel im Verständnis von unternehmerischem Engagement, das über gelegentliche Spenden hinausgeht und die Übernahme gesellschaftlicher Verantwortung als Teil der Unternehmensstrategie plant und langfristig anlegt. Immer mehr Unternehmen nutzen immer systematischer das Potential, welches eine Kooperation mit Projekten gemeinnütziger Einrichtungen aus den verschiedensten Bereichen bereithält. Ausgehend von der Bestimmung des Begriffes Corporate Citizenship und der Abgrenzung zu Corporate Social Responsibility wird eine Auswahl an Initiativen vorgestel


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Product Details
  • ISBN-13: 9783638731980
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3638731987
  • Publisher Date: 14 Aug 2007
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr


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