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Glaubwürdigkeit der CSR-Kommunikation. Die Implementierung normativer Anforderungen der Wissenschaft in der unternehmerischen Praxis: Die Beispiele BMW Group und Daimler AG

Glaubwürdigkeit der CSR-Kommunikation. Die Implementierung normativer Anforderungen der Wissenschaft in der unternehmerischen Praxis: Die Beispiele BMW Group und Daimler AG

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Leuphana Universität Lüneburg (Institut für Unternehmensentwicklung), Sprache: Deutsch, Abstract: Der Klimawandel, das Auseinanderdriften zwischen Arm und Reich, eine zunehmende globalisierte Wirtschafts- und Arbeitswelt mit einem enormen Verbrauch an natürlichen Ressourcen. Dies sind nur wenige der vielen großen globalen Herausforderungen vor denen wir jetzt und in der Zukunft stehen werden. Die Forderung der Gesellschaft, dass Unternehmen im Rahmen ihrer Geschäftstätigkeit freiwillig mehr Verantwortung übernehmen, um diesen Problemen entgegen zu wirken, wächst seit Jahren. Gerade die großen multinationalen Unternehmen stellen einflussreiche Akteure bei der Bewältigung globaler Herausforderungen dar. Die Wirtschaft muss sich aus diesem Grund mit einer neuen Wertediskussion auseinandersetzen. In diesem Zuge hat ein Konzept immer mehr an Bedeutung gewonnen, mit dem Unternehmen ihrer gesellschaftlichen Verantwortung gerecht werden wollen: Corporate Social Responsibility (CSR). "Maßgebliche Bestandteile von CSR sind in der Unternehmenspraxis zum einen die einzelnen Maßnahmen, in denen die gesellschaftliche Verantwortung zum Ausdruck kommt, und zum anderen die Kommunikation dieser Bemühungen als CSR-Kommunikation" (Raupp et al. 2011, S. 9). Heute befasst sich die überwiegende Mehrheit der Unternehmen mit CSR und versucht sein freiwilliges gesellschaftliches Engagement positiv nach außen zu kommunizieren. Auf der anderen Seite werden immer wieder Methoden und Verfahrensweisen publik, die offenbaren, dass viele Unternehmen verantwortungslos und nur hinsichtlich ihrer ökonomischen Interessen wirtschaften. Ausgehend von einem daraus resultierenden Glaubwürdigkeitsproblem soll der Faktor Glaubwürdigkeit in der CSR-Kommunikation mit dem Forschungstand der Wissenschaft verknüpft werden. Es soll herausgefunden werden, welche Anforderungen von Seiten der Wissenschaft an die


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Product Details
  • ISBN-13: 9783668309500
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 86 gr
  • ISBN-10: 3668309507
  • Publisher Date: 29 Sep 2016
  • Height: 210 mm
  • No of Pages: 58
  • Series Title: German
  • Sub Title: Die Beispiele BMW Group und Daimler AG
  • Width: 148 mm


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Glaubwürdigkeit der CSR-Kommunikation. Die Implementierung normativer Anforderungen der Wissenschaft in der unternehmerischen Praxis: Die Beispiele BMW Group und Daimler AG
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Glaubwürdigkeit der CSR-Kommunikation. Die Implementierung normativer Anforderungen der Wissenschaft in der unternehmerischen Praxis: Die Beispiele BMW Group und Daimler AG
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