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Corporate Social Responsibility: Der Öffentlichkeitsauftritt von Unternehmen im Kontext von CSR

Corporate Social Responsibility: Der Öffentlichkeitsauftritt von Unternehmen im Kontext von CSR

          
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About the Book

Die unternehmerische Verantwortung gegenüber der Gesellschaft spielt seit geraumer Zeit eine wichtige Rolle und gewinnt weiterhin an Bedeutung. Das vorliegende Buch beschäftigt sich mit der Idee von CSR und beleuchtet den Öffentlichkeitsauftritt von vier (zwei nationalen, zwei internationalen) in Österreich ansässigen Unternehmen. Der erste Teil der Studie arbeitet das Thema in der Theorie auf. Zu Beginn erfolgt eine Definition des CSR-Begriffs sowie eine Unterscheidung bzw. Abgrenzung zu ähnlichen, verwandten Begriffen. Im Anschluss wird auf die drei Säulen von CSR eingegangen und der Bezug zu den Stakeholdern hergestellt. Des Weiteren widmet sich die Theorie zum einen der CSR-Entwicklung, sowohl weltweit und europaweit als auch hierzulande, andererseits werden einige Organisationen, die sich mit dem Konzept beschäftigen, vorgestellt. Besonderes Augenmerk gilt auch der CSR-Kommunikation. Der empirische Teil der Arbeit untersucht schließlich CSR in der Unternehmenspraxis. Mittels einer mündlichen Befragung der jeweiligen CSR-Experten werden vier Konzerne analysiert. Die Interviews geben Aufschluss darüber, inwieweit CSR in den Unternehmen bereits implementiert ist.
About the Author: Mag. Jürgen Mayer wurde 1982 in Steyr geboren. Sein Studium der Kommunikationswissenschaft an der Universität Salzburg schloss er im Jahr 2011 mit dem akademischen Grad Magister der Kommunikation erfolgreich ab. Während des Studiums sammelte der Autor erste Erfahrungen in Form eines Praktikums im Bereich der Öffentlichkeitsarbeit. Bereits in einer seiner Bakkalaureats-Arbeiten beschäftigte er sich mit der Nachhaltigkeits- bzw. CSR-Thematik und entschloss sich, auch seine Magisterarbeit diesem Thema zu widmen. Die vorliegende Untersuchung bietet einen kompakten Überblick über das sehr interessante Themenfeld und beleuchtet CSR sowohl in der Theorie als auch in der Unternehmenspraxis. Sie gibt unter anderem Aufschluss darüber, weshalb die gesellschaftliche Verantwortung von Unternehmen in jüngster Vergangenheit derartig an Bedeutung gewonnen hat.


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Product Details
  • ISBN-13: 9783954251605
  • Publisher: Disserta Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Weight: 263 gr
  • ISBN-10: 3954251604
  • Publisher Date: 12 Mar 2013
  • Height: 210 mm
  • No of Pages: 216
  • Series Title: German
  • Sub Title: Der Öffentlichkeitsauftritt von Unternehmen im Kontext von CSR
  • Width: 148 mm


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