Companies engaging in CSR do better: they tend to benefit from lower costs, better reputation, more motivated employees, improved stakeholder relationships, in short a better performance, reputation and competitive advantage.
The problem is: Most companies still do not know how to integrate CSR into their existing business processes and infrastructure. Some miss to select appropriate activities and instruments, others do not go far enough. The knowledge and insight from leaders and best practices in their field remain ignored.
The study at hand seeks to verify the initially stated hypothesis. The purpose is to identify what CSR concept is suited for what industry and company as well as parallels and differences among industries regarding CSR strategy and their implementation.
As enticing CSR appears as new key concept in business and management, there is little research and literature, in particular when looking at empirical cross-industrial analysis. The study at hand seeks to adress that black spot in CSR knowhow and theory by proceeding in four steps: First, the theoretical background and the concept of CSR is explained; second, the empirical resesarch and cross-industrial is conducted; third, based on the analysis an evaluation is made, results and conclusions are stated, and fourth a concrete recommendation in form of a CSR modell is given.
The greater framework is given by explaining the theoretical background in form of concepts and models such as sustainability and triple-bottom line (TBL) since the CSR concept can be derived from the political arena that is transferred as a business ethics and compliance subject into the corporate/business context.
By selecting best practices a cross-industrial analysis was conducted: With BMW as the leading brand in the currently technology-wise changing automotive sector, Deutsche Bank as strongly socially engaged big player with a fantastic yield-rate in the currently turbulent banking industry and Bayer as strongly subdivsioned and traditional performer in the pharmaceutical industry that is demographically seen said to be in a long-term upward trend. [...]
Table of Contents
- 1 INTRODUCTION & BACKGROUND
- 1.1 PROBLEM DEFINITION & PURPOSE OF STUDY
- 1.2 OBJECTIVES
- 1.3 LITERATURE REVIEW
- 1.4 STUDY DESIGN
- 1.5 SUMMARY
- 2 HOW CSR EMERGED FROM THE PARADIGMS OF SUSTAINABILITY AND TBL
- 2.1 SUSTAINABILITY
- 2.2 TRIPLE-BOTTOM LINE
- 2.3 CORPORATE SOCIAL RESPONSIBILITY
- 2.3.1 CSR Problem Areas - Concrete Examples
- 2.3.2 CSR Topics & Objectives
- 2.3.3 Benefits and Risks of CSR
- 2.4 SUMMARY
- 3 CROSS-INDUSTRY ANALYSIS
- 3.1 CROSS-INDUSTRY ANALYSIS: TO LEARN FROM DIFFERENT SECTORS
- 3.2 BEST PRACTICES: TO LEARN FROM THE BEST
- 3.3 STAKEHOLDER MANAGEMENT
- 3.4 SUMMARY
- 4 CSR AT BMW, DEUTSCHE BANK AND BAYER
- 4.1 CSR AT THE FIRST GLANCE
- 4.2 COMPANY ANALYSIS
- 4.3 INDUSTRY ANALYSIS: KEY SUCCESS FACTORS OF THE AUTOMOTIVE, BANKING AND PHARMACEUTICAL INDUSTRY
- 4.4 HOW TO COME UP WITH A CSR STRATEGY?
- 4.4.1 Value Chain Analysis
- 4.5 CSR REPORT ANALYSIS
- 4.5.1 Comparison of CSR Reports
- 4.5.2 Selection of Analysis CSR Criteria
- 4.6 THE CSR STRATEGIES OF BMW, DEUTSCHE BANK AND BAYER
- 4.6.1 General CSR Strategies
- 4.7 SUMMARY
Objectives and Key Themes
This Master's thesis aims to analyze best practices in Corporate Social Responsibility (CSR) across different industries, focusing on BMW, Deutsche Bank, and Bayer. The study investigates how CSR emerged from sustainability and Triple-Bottom-Line (TBL) paradigms and examines the implementation of CSR strategies within these diverse organizations.
- Evolution of CSR from sustainability and TBL concepts.
- Cross-industry comparison of CSR best practices.
- Analysis of CSR strategies at BMW, Deutsche Bank, and Bayer.
- Identification of key success factors in CSR implementation.
- Development of a CSR strategy model.
Chapter Summaries
1 INTRODUCTION & BACKGROUND: This introductory chapter sets the stage for the thesis, defining the problem and outlining the study's purpose, objectives, design, and a brief literature review. It establishes the context for examining CSR best practices across different industries, specifically focusing on the chosen case studies of BMW, Deutsche Bank, and Bayer. The chapter lays the groundwork for the subsequent in-depth analyses by framing the research questions and methodologies employed throughout the thesis.
2 HOW CSR EMERGED FROM THE PARADIGMS OF SUSTAINABILITY AND TBL: This chapter explores the historical development of Corporate Social Responsibility (CSR), tracing its origins and evolution from the broader concepts of sustainability and the Triple-Bottom Line (TBL). It delves into the theoretical underpinnings of CSR, examining how societal concerns about environmental protection and social equity have influenced corporate behavior and strategic decision-making. This chapter provides a crucial theoretical foundation for understanding the rationale behind CSR initiatives and their integration into business practices. It examines the various facets of sustainability and the TBL framework, highlighting their interconnections and providing a contextual understanding of how these concepts have shaped the contemporary understanding and implementation of CSR. The chapter also looks at concrete examples of CSR problem areas, objectives, and the potential benefits and risks associated with such strategies.
3 CROSS-INDUSTRY ANALYSIS: This chapter presents a cross-industry comparison of CSR practices, focusing on the diverse challenges and opportunities inherent in different sectors. It examines how the unique characteristics of the automotive, banking, and pharmaceutical industries influence the approach to CSR, highlighting the best practices and approaches adopted by leading companies within these sectors. The chapter delves into the importance of effective stakeholder management in shaping CSR strategies and achieving sustainable outcomes. This comparative analysis serves as a foundation for the subsequent in-depth case studies, providing a broader contextual understanding of the nuances of CSR implementation across various business environments.
4 CSR AT BMW, DEUTSCHE BANK AND BAYER: This chapter presents a detailed analysis of CSR at BMW, Deutsche Bank, and Bayer. It begins with an overview of each company’s CSR initiatives and then delves into an in-depth analysis of each company's approach to CSR, exploring the alignment of their strategies with the specific characteristics of their respective industries and their unique business models. The chapter also analyzes their CSR reports, drawing comparisons between these reports and examining how their CSR strategies fit within their broader business goals and value chain analysis.
Keywords
Corporate Social Responsibility (CSR), Sustainability, Triple-Bottom Line (TBL), Stakeholder Management, Best Practices, Cross-Industry Analysis, BMW, Deutsche Bank, Bayer, Value Chain Analysis, CSR Reporting, Industry Analysis.
Frequently Asked Questions: Master's Thesis on Corporate Social Responsibility (CSR) Best Practices
What is the main focus of this Master's thesis?
This Master's thesis analyzes Corporate Social Responsibility (CSR) best practices across different industries, with a specific focus on BMW, Deutsche Bank, and Bayer. It investigates how CSR emerged from sustainability and Triple-Bottom-Line (TBL) paradigms and examines the implementation of CSR strategies within these diverse organizations.
What are the key themes explored in the thesis?
Key themes include the evolution of CSR from sustainability and TBL concepts; a cross-industry comparison of CSR best practices; an analysis of CSR strategies at BMW, Deutsche Bank, and Bayer; the identification of key success factors in CSR implementation; and the development of a CSR strategy model.
How does the thesis structure its analysis of CSR?
The thesis is structured into four main chapters. Chapter 1 provides an introduction and background, defining the problem and research objectives. Chapter 2 explores the origins of CSR within the paradigms of sustainability and the Triple-Bottom Line. Chapter 3 conducts a cross-industry analysis of CSR best practices. Finally, Chapter 4 presents a detailed analysis of CSR at BMW, Deutsche Bank, and Bayer, including a comparison of their CSR reports and strategies.
What specific companies are analyzed in the thesis?
The thesis focuses on three major companies: BMW (automotive), Deutsche Bank (banking), and Bayer (pharmaceutical). These companies represent diverse sectors, allowing for a rich cross-industry comparison of CSR approaches.
What methodologies are employed in this research?
The thesis utilizes a mixed-methods approach. It draws upon a literature review to establish a theoretical foundation, conducts a cross-industry comparative analysis, and performs in-depth case studies of the chosen companies. The analysis includes examination of CSR reports and value chain analysis.
What are the key findings or expected outcomes of this thesis?
The thesis aims to identify best practices in CSR implementation across different industries. It seeks to understand how companies in various sectors approach CSR, and to develop a model for a successful CSR strategy. The comparative analysis will highlight similarities and differences in the approaches of the three chosen companies.
What are the key takeaways for understanding CSR implementation?
The thesis highlights the importance of understanding the historical context of CSR, the role of sustainability and TBL, the necessity of effective stakeholder management, and the need to tailor CSR strategies to the specific characteristics of an industry and a company's value chain. The analysis aims to provide practical insights into successful CSR implementation.
What are the key words associated with this thesis?
Key words include: Corporate Social Responsibility (CSR), Sustainability, Triple-Bottom Line (TBL), Stakeholder Management, Best Practices, Cross-Industry Analysis, BMW, Deutsche Bank, Bayer, Value Chain Analysis, CSR Reporting, Industry Analysis.
- Quote paper
- Iris Pufé (Author), 2010, Best Practices in Corporate Social Responsibility, Munich, GRIN Verlag, https://www.grin.com/document/184093
