Date: 2023-05-30 Level: Bachelor Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Savannah Buhler Tuuli Söder (99/02/15) (99/03/12) Title: The Influence of Corporate Social Responsibility Activities on B2B Customer Relationships Supervisor: Edward Gillmore Keywords: CSR activities, B2B Relationships, Collaboration, Alignment, Differentiation Research question: What effect do CSR alignment strategies and CSR differentiation strategies have on a firm's B2B relationships? Purpose: The purpose of this research is to study how a firm aligns or differentiates its CSR strategies in a B2B context. The aim is to investigate how a firm’s CSR strategies affect customer relationships. By doing an explorative case study, this research will provide a deeper understanding of what types of CSR activities a B2B firm is doing and where those activities are used strategically. It investigates how the firm can leverage these activities to strengthen customer relationships by taking responsible and sustainable measures. Method: A qualitative single case study with an inductive approach, the data was collected through semi-structured interviews. Conclusion: Strengthening B2B relationships can be done by aligning with stakeholder CSR needs. Being proactive and innovative can give a competitive advantage and help differentiate from the competition. These two strategies are used simultaneously and are interrelated. Collaboration is also key to strengthening these relationships.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-62637 |
| Date | January 2023 |
| Creators | Buhler, Savannah, Söder, Tuuli |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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