An organisation’s survival is dependent on the support of a number of stakeholders. However, professional service firms tend to lose the support of their most important stakeholders, which are their well-educated employees, also referred to as their ‘talents’. This study has used Harrison and Wicks’ (2013) framework of stakeholder value creation as its point of departure, which consists of four value aspects: goods and services, organisational justice, organisational affiliation, and opportunity cost. The framework states that managerial actions, related to these four aspects, are likely to create value for stakeholders by increasing their happiness. “Happy” stakeholders are further considered to keep supporting their organisation, which generated the principal research question of this study: How can professional service firms increase the happiness of their talents? Moreover, the study was limited to neo and classic-professional service firms, which include: consultancy, advertising, accountancy, architecture, and law firms. In order to explore what managerial actions increase talents’ happiness, a case study was conducted at a British law firm. Nine solicitors of three different levels of seniority were interviewed and the firm was observed for two days. This study not only confirms the validity of Harrison and Wicks’ (2013) framework but also extends it by identifying additional managerial actions, categories for analysing ‘talent happiness’ as well as a fifth value aspect: ‘job characteristics’. In a broader perspective, this study contributes to stakeholder theory by providing an empirical and micro-level illustration of the theory.

Problem Formulation: The clothing industry is characterised by fierce competition and booming growth. Since the start of the century, clothing consumption has increased tremendously. While consumers are demanding more clothes at cheaper prices, interest for sustainable sourced clothes is also on the rise, especially amongst the younger population. Thus, engaging in CSR could offer potential brand advantages for companies competing in the clothing industry. Purpose: The purpose of this thesis is to explain the relationship between consumers’ perceptions of the organisational actions that are perceived as “doing good”, “avoiding bad” and “doing bad”, and Consumer-Based Brand Equity. Methodology: This thesis adopts a quantitative research method with questionnaires distributed physically at universities and shared in student Facebook-groups. The data collected from the questionnaire consists of 205 valid answers from students at Swedish universities. Findings/Conclusions: The findings based on multiple regression analyses on the results of the distributed questionnaire suggest that organisational actions that are perceived as “avoiding bad” can positively affect Consumer-Based Brand Equity. Furthermore, the findings did not support that engagement in activities that are perceived as “doing bad” is detrimental to Consumer-Based Brand Equity, nor that philanthropic activities that are perceived as “doing good” positively affect Consumer-Based Brand Equity.