Best Practices in Corporate Social Responsibility

A Cross-Industry Analysis - the Examples BMW, Deutsche Bank and Bayer

Tesis de Máster , 2010 , 100 Páginas , Calificación: 1,6

Economía de las empresas - Administración de empresas, gestión, organización

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. [...]

Inhaltsverzeichnis

• LIST OF ABBREVIATIONS
• EXECUTIVE SUMMARY
• FOREWORD
• 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
• 5 RESULTS & CONCLUSION
• 6 RECOMMENDATION: THE CSR STRATEGY MODEL
• 7 APPENDIX
• 8 ITM CHECKLIST
• 9 CSR GLOSSARY
• 10 INDEX
• 11 BIBLIOGRAPHY

Zielsetzung und Themenschwerpunkte

This master thesis aims to analyze best practices in corporate social responsibility (CSR) across different industries. The study focuses on three leading companies: BMW (automotive), Deutsche Bank (banking), and Bayer (pharmaceutical). The thesis aims to identify key CSR strategies, analyze their implementation, and assess their effectiveness in contributing to sustainable business practices.

• The evolution of CSR from sustainability and triple-bottom line (TBL) paradigms.
• The identification and analysis of best practices in CSR across different industries.
• The examination of stakeholder management in the context of CSR.
• The development of a CSR strategy model based on the findings of the analysis.
• The evaluation of the effectiveness of CSR strategies in contributing to sustainable business practices.

Zusammenfassung der Kapitel

The first chapter introduces the problem definition and purpose of the study, outlining the objectives and research design. It also provides a brief overview of the relevant literature on CSR. Chapter two explores the emergence of CSR from the paradigms of sustainability and TBL, examining the key concepts and principles. It also discusses the problem areas, topics, objectives, benefits, and risks associated with CSR. Chapter three delves into the cross-industry analysis of best practices in CSR, highlighting the importance of learning from different sectors. It also examines the role of stakeholder management in CSR. Chapter four focuses on the CSR strategies of BMW, Deutsche Bank, and Bayer, analyzing their CSR reports and identifying key strategies. It also includes a value chain analysis and a comparison of CSR reports. Chapter five presents the results and conclusions of the study, highlighting the key findings and insights. Chapter six proposes a CSR strategy model based on the analysis, providing recommendations for effective implementation. The appendix includes supplementary information, such as the ITM checklist and a CSR glossary.

Schlüsselwörter

The key terms and focus themes of the text include corporate social responsibility (CSR), sustainability, triple-bottom line (TBL), best practices, cross-industry analysis, stakeholder management, value chain analysis, CSR reporting, and CSR strategy model. The text explores the evolution of CSR, its implementation in different industries, and its contribution to sustainable business practices. It also examines the role of stakeholder engagement and the development of effective CSR strategies.

• Universidad: University of applied sciences, Duisburg
• Curso: Strategic Management
• Calificación: 1,6
• Autor: Iris Pufé (Autor)
• Año de publicación: 2010
• Páginas: 100
• No. de catálogo: V184093
• ISBN (Ebook): 9783656227496
• ISBN (Libro): 9783656227946
• Idioma: Inglés
• Etiqueta: Nachhaltigkeit, Nachhaltigkeitsmanagement, sustainability, sustainability management, Corporate Social Responsibility, CSR, Triple-Bottom-Line