企業參與公益活動在台已日漸普及，形式上也趨於多元，如公益行銷便逐漸為實務界採用。企業在公益活動參與上有不同面貌之原因以及其決策過程，企業界及消費者對公益行銷之觀感等皆為本研究重點。 本研究分為兩部分，一為以企業訪談深入了解企業公益參與之決策過程；次為對明□電腦公司與兒童福利聯盟之公益行銷活動進行量化之消費者調查，以評估效果。 參考過去文獻後，本研究將企業參與公益活動之動機區分為企業自利與社會責任，影響企業參與公益活動之因素分為組織因素與活動因素探討，過去參與經驗則全面影響企業決策過程；公益參與之行動決策分為活動類型、受益對象與參與形式三構面。本研究以質化方式進行，選取八家企業進行深度訪談，輔以次級資料收集補強。 於訪談後本研究將參與動機進一步區分為短期企業自利、長期企業自利與社會責任，並針對參與動機與行動決策之關係發展出五項命題：企業公益參與動機偏向長期企業自利時，傾向由公關部門負責且自行主辦公益活動、長期參與，其選擇參與之議題或參與形式較不考量與企業相關程度；企業公益參與動機偏向短期企業自利，傾向由行銷或業務部門負責，多選擇與企業相關性高之議題或形式參與；企業進行公益行銷時，參與動機較偏向短期企業自利。 根據訪談結果，將影響因素中之活動因素進一步區分為議題因素與非營利組織因素，針對影響因素與行動決策之關係發展六項命題：高階主管個人偏好或經驗，影響企業公益參與之議題選擇，且高階主管對公益參與越支持，公益參與之資源分配越充分，越有成立獨立部門專責之傾向，且部門層級與自主性皆較高；企業若隸屬某集團之一部份，母公司在公益活動參與之經驗，將影響集團內其他公司對企業參與公益之理念、態度、議題選擇以及負責部門。另外，研究發現在公益參與資源分配較少之企業中，傾向由業務或行銷部門兼職負責，且認為公益行銷為較討喜之參與方式，且採主辦方式。隨著參與經驗累積，專責部門有由行銷部門轉向公關部門之傾向。 本研究亦修正將公益活動進一步區分為議題與非營利組織兩者，研究發現議題因素對企業公益參與決策之影響主要為參與形式與負責部門：企業進行公益行銷時，極注重議題之社會顯著性及議題與企業之關連性；此外，議題之急迫性影響企業公益參與之形式與負責組織。 針對效果評估、過去經驗與參與決策之關係發展三項命題，概述如下：動機偏向長期自利之企業，效果評估以大眾傳播媒體報導情形為主；過去經驗對企業參與公益活動決策之影響主要為專責部門及效果評估能力。 公益行銷之量化研究顯示，該活動對明□電腦公司之企業形象確有提升效果，且在公益形象方面尤為顯著，但該活動對消費者之購買決策影響有限，綜合受訪者對該活動之感覺以及受訪者推測明□電腦公司舉辦該活動之原因大多傾向正面回答，且有參與活動之消費者又更為正面，顯示受訪者對於企業以公益行銷從事公益活動之模式並不排斥，且態度越正面者，參與可能性越高。 本研究最大貢獻在發展出較完整之企業參與公益決策模式，對公益行銷活動進行實證研究，亦較過去研究更能真實評估其成效。建議有心從事公益活動之企業，除公益行銷活動可由行銷或業務部門主導外，應成立專責單位負責，如此在公益參與較為專業有序；在公益行銷部分，建議企業應注重宣傳、突破窠臼且注意產品之適用性。

企業參與公益活動能增加員工對於公司的組織承諾，這也是許多企業參與公益活動的動機及目的之一。但對於員工而言，是否有影響？本研究主要探討台灣一家聯盟企業，藉由問卷調查，了解企業參與公益活動與員工組織承諾影響的相關性。 研究結果顯示，企業參與公益活動與員工組織承諾成正相關，員工對於企業參與公益活動的認同程度愈高，其組織承諾也愈高。同時，員工絕大多數都支持企業應該參與公益活動。 根據本研究的分析結果，企業要勇於參與公益活動，經由參與公益活動能增加員工對於公司的認同，員工在工作上更努力。 / One of the motivations and purposes for enterprises to do Corporate Philanthropy is that they believe Corporate Philanthropy can strength the organizational commitment that employees make to the companies. Is this really true? The main point of this research is to find the causal relationship between Corporate Philanthropy and organizational commitment through use of questionnaire survey. The result of study shows the positive causal relationship between Corporate Philanthropy and Organizational Commitment. The more the enterprise is involved to Corporate Philanthropy, the more employees make organizational commitment to the company. At the same time, employees agree and support the concept of Corporate Philanthropy. According to this conclusion, enterprises should do more Corporate Philanthropy. Corporate Philanthropy can increase the commitment the employees make to the company.

This diploma thesis deals with the concept of Corporate Social Responsibility (CSR). In the theoretical part of the work are defined key concepts which are for explanation of Corporate Social Responsibility very important and with which makes up an integral part. In the theoretical part are therefore more described concepts such as CSR, stakeholders, corporate philanthropy or CSR filter. It also includes the definitions of the necessary standards, principles and entities to which CSR concern, and plays a significant role within it. In the practical part was the main aim the analysis of social corporate behavior and it?s outcomes in the economic, social and environmental sector in the company Tesco Stores ČR a.s., which author chose as the key for this work. A partial aim of the practical part of the work was the draft measures to the improvement of CSR in the company based on gained knowledge.

O objetivo principal desta pesquisa é compreender o processo de institucionalização da prática de incidência nas políticas educacionais das organizações do Investimento Social Privado (ISP) brasileiro. Para atingir seus objetivos institucionais, como a abrangência e o impacto em educação, as organizações do ISP, de forma direta ou indiretamente, tiveram que aprender e se estruturar para lidar com as políticas públicas dessa área. A compreensão da intersecção do ISP e o Estado por si só é interessante, entretanto o recorte adotado na pesquisa visou entender as alternativas encontradas pelas organizações para passar de atuações pontuais, com projetos próprios na área de educação, para ações estruturadas que buscam incidir efetivamente nas políticas públicas educacionais de âmbito municipal, estadual e federal. O recorte adotado na pesquisa buscou caracterizar esse fenômeno por meio da análise do campo organizacional do ISP em políticas educacionais e aprofundou-se nas estruturas e práticas de três organizações de destaque do campo: Fundação Lemann, Instituto Natura e Instituto Unibanco. A Teoria Institucional, como lente analítica, permitiu analisar quais são os elementos organizacionais que favorecem ou constrangem a institucionalização da prática do ISP alinhado com políticas públicas, bem como qual o lugar dessa prática no campo organizacional do ISP. Para esse objetivo, foram mobilizados os conceitos de campo organizacional e processo de institucionalização de práticas. A pesquisa sistematiza as principais contribuições da literatura para compreensão do fenômeno e sua configuração atual, assim como esquematiza as principais dimensões das práticas em sedimentação e os processos de legitimação relacionados. Este trabalho conclui que o alinhamento do ISP às políticas públicas é uma prática em estágio de institucionalização e, portanto, merece maior atenção da academia e da sociedade, para sua compreensão, bem como de suas potenciais consequências para a sociedade brasileira por meio de um olhar não polarizado e crítico / The main objective of this research is to understand the institutionalization process of the incidence in the educational policies adopted by the corporate philanthropy (CP) organizations in Brazil. This present study covered how the CP organizations directly or indirectly had to learn and structure themselves to deal with public policies in order to achieve the institutional goals with a huge impact on education. A better comprehension of the intersection between the CP and the Government is in itself an interesting subject of study, however, the emphasis of this research is focused on understanding the alternatives found by organizations to move from one-off activities with their own projects in the education area to structured actions that seek to effectively influence public educational policies of municipal, state and federal scope. For the purpose of characterizing this phenomenon, the organizational field of CP was analyzed and it was deepened in the structure and practices of 3 prominent organizations in the field: the Fundação Leman, Instituto Natura and Instituto Unibanco. As an analytical view, the Institutional Theory, allowed to analyze which are the organizational advances or constrain elements of institutionalization process of ISP practice concerning public policies, as well as to understand the role of this practice in the organizational field of the CP. For this purpose, the concepts of organizational field and process of institutionalization of practices were adopted. The research has systematized the main contributions of the literature to understand the phenomenon and the current configuration, as well as schematized the main dimensions of sedimentation practices and legitimation processes. This study has concluded that the CP alignment with public policies is a practice in the stage of institutionalization, and therefore it deserves greater attention from academics and society for its understanding and its potential consequences for Brazilian society through an unpolarized and critical view

Everyday Corporate Social Responsibility (CSR) plays a bigger role in companies’ work. People become more aware of how different organizations take care of their network. Certain consumer groups have expectations from companies’ CSR work, and they are willing to pay more for the brands of these firms compared to others. These facts have forced the companies to put more effort into their CSR work. On the other hand it has become an opportunity for corporations, which are forerunners in this area. CSR can be interpreted so that communities have expectations from the firms and the work the latter do for society’s good. Corporate Philanthropy (CP) is a part of CSR and a particular form of it. The reasons behind CP are not always apparent. Brand is the bridge between consumer and the product. One motive behind CP could be creating brand value and implementing particular products for consumers who appreciate the companies’ work for society’s good. Therefore we have formulated our research question as follows: What are the main reasons behind corporate philanthropy and how is it conducted in the firms? Our aim in this thesis is to emphasize CP as a part of CSR, to study how it is exercised in practice and to explore how firms’ philanthropic actions add value to their brands. We have limited our study to company perspective in order to get as accurate results as possible. To indentify the reasons to CP we have completed a qualitative study in the two Nordic countries: Finland and Sweden. The study has been done by semi-structured interviews for four companies, two in both countries. These companies are of two different sizes, large and small. Our study design is multiple-case study. Interpretivism and subjectivism constitute the philosophical basis for this research. The applied approach is deductive with inductive elements. In the theoretical framework we discuss CSR, philanthropy and branding in their different forms. We have linked these main theories together by relating older and recent theory to each other in a natural way. Earlier theories, which directly merge these two areas, do not considerably exist. Therefore we have had to make our own decisions to find the best path to reach our goal and find the main reasons behind CP. In the final part, analysis, we have related theoretical framework to empirical findings. We have linked different theories together and found if there is a connection between Corporate Philanthropy and creating brand value. We have also reflected on whether there are differences in the actions and aims for CP between the companies in these two Nordic countries.

Recently we can observe an increasing trend in business and nonprofit collaboration in the Czech Republic. The thesis aims to describe the latest possibilities of this cross-sector collaboration and the research analyses cooperation of companies with NGO Toulcův dvůr, z.s. The research has been carried out in form of two sets of questionnaires (within organizations at Toulcův dvůr and within companies that support these organizations) and in form of semi-structured interviews with leaders of member organizations of Toulcův dvůr, z.s. Lastly the thesis has suggested further recommendation for the future development of the cooperation.

Hlavním cílem této diplomové práce je kritická analýza strategie společenské odpovědnosti (CSR) firmy Lush Cosmetics Limited (Lush) a objevení vztahu mezi CSR aktivitami a konkurenceschopností. Teoretická část práce představuje teorie soutěže a koncept společenské odpovědnosti. Následuje diskuze studií vztahu dlouhodobé konkurenceschopnosti firmy and složek CSR. Analytická část zjišťuje CSR aktivity společnosti Lush pomocí hybridu Porterovy analýzy hodnotového řetězce a obsahové analýzy hlavních komunikačních kanálů společnosti. Teoretické závěry z první kapitoly posloužily jako základ pro konstrukci online dotazníkového šetření na téma zákaznické percepce CSR a společnosti Lush. Autor kriticky hodnotí CSR strategii Lushe, diskutuje průsečíky mezi CSR, zákazníky a konkurenceschopností, a taktéž poukazuje na možná zlepšení.

In Deutschland und den USA engagiert sich die unternehmerische Philanthropie zunehmend in der Allgemeinbildung, während der letzten Dekade vor allem in den „MINT“ und den „STEM“ Fächern. Hierzu gibt es bisher kaum systematische Studien. Diese vergleichende Arbeit untersucht, warum und wie sich Unternehmen in diesen Bereichen engagieren, und wie sich ihre Rolle in der Bildung verändert. Die Studie beruht auf einer historischen Analyse der Rolle von Unternehmen in der Bildung seit 1945 und auf Interviews mit Experten aus dem MINT- und STEM-Bereich. Die wichtigsten Befunde der Studie sind: (1) Zuvor überwiegend in der dualen Bildung aktiv, begannen deutsche Unternehmen in den frühen 2000er Jahren u.a. als Reaktion auf den PISA-Schock, sich philanthropisch in der allgemeinen Schulbildung zu engagieren. (2) Unternehmerische Philanthropie führten die MINT und STEM Bildungsbewegung an. Aufgrund ihrer etablierten, gut vernetzten und vielfach finanzkräftigeren Stiftungen gelang es US-amerikanischen Unternehmen besser als deutschen, das Thema ins öffentliche Bewusstsein zu rücken, Ressourcen zu erschließen und Änderungen in der Bildungspolitik zu erwirken. (3) Unternehmen und deren Stiftungen wurden in erster Linie durch Entwicklungen auf dem Arbeitsmarkt, langfristige ökonomische Überlegungen und die Notwendigkeit zur Innovation motiviert, sich zu engagieren; aufgrund unterschiedlicher demographischer Aspekte und Entwicklungen in der Bildung fanden sich Unterschiede zwischen den beiden Ländern. (4) In Deutschland und den USA agiert die unternehmerische Philanthropie zunehmend strategisch, d.h. sie handelt ergebnisorientiert und achtet auf Skalierbarkeit ihrer Aktivitäten. Dies hat das Engagement von Unternehmen in der Bildungspolitik verstärkt und die Anforderung der Wirtschaft in den Fokus gerückt. Manche US-amerikanische Unternehmen haben begonnen, Berufsbildungswege zu schaffen, was bisher nicht die Regel war. / Corporate philanthropy is active in K-12 education in Germany and the U.S. but there is minimal research about it. Over the last decade corporate philanthropic actors in both countries have become active in STEM* education (in Germany, MINT). This comparative study is about why and how they decided to invest in these initiatives and how that is tied to their traditional roles in education. It leans on the history of company involvement in education since 1945 and on interviews with experts active in the STEM and MINT education scenes. The main findings are: (1) As a result of the PISA shock and other factors, German companies that traditionally engaged only in vocational education have become active in general K-12 education. (2) Corporate philanthropy led the STEM and MINT education movements. However, U.S. companies and their foundations, with decades of philanthropic experiences and networks in education, were more successful in raising awareness, organizing resources, and achieving policy changes at the federal level. (3) Companies and their foundations were driven to invest in STEM and MINT education largely by workforce, long-term innovation, and economic concerns but there were key differences because of the differing demographic and education trends in the two countries. (4) In the U.S. and Germany, corporate philanthropy is attempting to be more strategic. This has resulted in a focus on outcome-based measurements and scalability but has also led to more investments in nonprofit and policy organizations instead of schools or their booster clubs. It has also resulted in corporate philanthropy better aligning with company competencies and needs, which made STEM and MINT ideal. In the case of the U.S., this has also resulted in some companies creating vocational programs, an area of education most companies avoided in the past. *STEM= Science, Technology, Engineering, and Math MINT= Mathematik, Informatik, Naturwissenschaften und Technik

Cette thèse a été menée à bien grâce au soutien financier du Fonds de Recherche du Québec – Société et Culture (FRQSC), de la Faculté des études supérieures et postdoctorales de l’Université de Montréal (FESP) et du Département d’histoire de l’art de l’Université de Montréal. / À la fin des années 1990 et au début des années 2000, les musées cherchent à renouveler leur image de marque afin d’attirer des publics plus diversifiés. Dans la foulée d’un utopisme généralisé qui caractérise Internet comme une force démocratisante pour les sociétés occidentales, les musées voient une occasion de fidéliser de nouvelles clientèles sur la base d’une participation supposée dialogique et émancipatrice. Les institutions muséales font alors l’acquisition d’œuvres d’art internet et certaines, pionnières, en font même la commande. Pour quelles raisons ? Les cas analysés dans cette recherche permettent d’élucider cette question par l’analyse culturelle des œuvres inaugurales de cette pratique artistique et muséale : Ding an sich (The Canon Series) de Piotr Szyhalski, commandée par le Walker Art Center ; Uncomfortable Proximity de Graham Harwood acquise par la Tate ; IdeaLine de Martin Wattenberg présentée par le Whitney Museum of American Art. Nous constatons que, arrimées à des infrastructures en ligne développées en étroite collaboration avec et par l’industrie technologique, ces œuvres se situent à la rencontre d’intérêts convergents des mondes institutionnel et entrepreneurial. L’industrie technologique trouve dans l’espace muséal internet une opportunité de déployer son offre de service à des clientèles favorables – les œuvres sont un attrait ; l’institution discerne dans l’entreprise un partenaire d’affaires expert à même de raffiner son image en ligne auprès de spectateurs à conquérir – les œuvres sont un atout. Les productions qui en découlent s’immiscent dans des espaces hybrides : entre espace expositionnel et page informationnelle ; entre fonction artistique et discours démocratisant autour de l’œuvre ; entre objet de collection et distinction philanthropique. Au carrefour des relations entre institution et industrie, ces œuvres portent un regard acéré sur leurs conditions d’émergence et mettent au jour les dynamiques muséo-entrepreneuriales qui sous-tendent leur arrivée. Face à des ensembles discursifs connotés, elles sont à même de conceptualiser l’industrie technologique non pas comme une autorité commerciale hégémonique, mais comme un appareillage théorique riche de stratégies thématiques et de modes opératoires à même d’être démantelés, détournés, renversés, critiqués. / At the end of the 1990s and the beginning of the 2000s, museums sought to revitalise their image with the aim to attract increasingly diversified audiences. The general view of the Internet as a democratic force in western societies lead institutions to consider it as an opportunity to acquire new audiences through participation which was thought to foster emancipation and dialogue. Enthused, museums thus acquire internet artworks and some even commission them in order to inaugurate newly developed media arts programs. For what reasons? Our case studies provide an answer to this question, along with a cultural analysis of artworks, annual reports, press releases and other pertinent documents: Ding an sich (The Canon Series) by Piotr Szyhalski acquired by the Walker Art Center; Uncomfortable Proximity by Graham Harwood commissioned by the Tate; IdeaLine by Martin Wattenberg presented by the Whitney Museum of American Art. We found that these artworks are at the intersection of converging interests on the part of the institutional and business worlds as they are presented in online infrastructure developed in close collaboration with the technological industry. To this industry artworks are enticing as they offer an opportunity to expose a favourable clientele to its products; to the institution artworks are an asset to attract expert business partners able to enhance the online museum brand in the eyes of audiences. As such, artworks are located in hybrid spaces: between exhibition and information spaces, between artistic purpose and democratising discourse, between collection and philanthropy. At these crossroads, artworks take a sharp look at the conditions and dynamics that underlie their arrival. In the face of connoted discourses, they conceptualise the technological industry not as hegemonic commercial authority but as theoretical apparatus, rich with thematic strategies and operating modes ripe for dismantling, diverting, reversing, and criticising.

This master thesis is dedicated to strategic corporate social responsibility (CSR) and to the concept of creating shared value (CSV). It analyses the difference between CSV and common business philanthropy which is based on allocation of some part of their profit. It shows the connection between business and civic society. Currently the companies realise that their success is related to the well-being of the society in which they work. Therefore - when adopting the concept of CSV companies focus on the field in which they are active in their core business. The thesis concentrates on partnering business companies with civic society organisations. This is based on the belief that social and economic aims coincide. This partnership is a challenge to find a solution to common social issues. It should gain profit to both sides. The theory of this thesis is complemented by a research and analysis of interviews with respondents from both business and civic companies.