Background How companies choose to work with for instance sustainability and equality, something that today is known as corporate social responsibility (CSR), is a matter that over the years has become even more important. Contemporary researchers have found an interesting correlation between CSR activities and employee motivation. Provided that, the internal communication and managers play a crucial role in succeeding making CSR-activities increase employee motivation. Therefore, research regarding CEO’s views on CSR and its ability to possibly motivate employees, becomes relevant. Aim The purpose of this study is to contribute with a deeper understanding of CEO’s different interpretations and views on using CSR as a form of motivation for their employees. Furthermore, the study provides empirical knowledge to deeper understand the link between transformational leadership, CSR and employee intrinsic motivation. Methodology The main and only method used to collect data was qualitative semi structured interviews. An abductive approach has been used which has given the authors a chance to shift between theory and empirical evidence during the process. Conclusions All the CEOs in the study agreed on that CSR can be used to motivate employees. The main discovery done is that the interpretation of CSR as something bigger, including both internal and external CSR-activities, positively correlated with the CEO’s attitudes towards using CSR as a means of motivation and its importance for organizations. Furthermore, some of the CEOs argue that transparency and talk and action is crucial both ways to succeed in making CSR programs genuine and effective. As for communication, the transformational CEOs see symmetrical internal communication as key since they highlight the importance of trust and genuinity.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-340440 |
| Date | January 2018 |
| Creators | Lundberg, Nicole, Kaijser, Catharina |
| Publisher | Uppsala universitet, Medier och kommunikation, Uppsala universitet, Medier och kommunikation |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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