The Master's thesis deals with corporate social responsibility. The first part is dedicated to the definition of the term Corporate Social Responsibility (CSR) and to historical development of the whole strategy. It also includes explanation of the main theoretical concepts related to the topic (Tripple Bottom Line, Carroll's Pyramid, Stakeholder Theory, etc.) Following part deals with the implementation of CSR into practice and with advantages and disadvantages of the whole concept. Next chapter is focused on national and international organizations, initiatives and certificates that help companies to put the strategy of CSR in place. The practical part of the thesis deals with corporate social responsibility of Pilsner Urquell, one of the world's best known Czech breweries. Emphasis is put on the matter of CSR seen as philantrophic activity in comparison with CSR seen as a part of marketing and PR strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197091 |
| Date | January 2012 |
| Creators | Marič, Irma |
| Contributors | Filipová, Alena, Zeman, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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