Analyzing the Role of Corporate Social Responsibility on Reputation Building and Image Formation : Case Lapland University of Applied Sciences
Ghiyaei, Parisa (2014)
Ghiyaei, Parisa
Lapin ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405065978
https://urn.fi/URN:NBN:fi:amk-201405065978
Tiivistelmä
Today Corporate Social Responsibility (henceforth CSR) is gaining cumulative importance among individuals and corporations. CSR is an umbrella word which covers all responsibilities related to economic, environment, society and ethics. Concepts such as green marketing and sustainability have recently been added under the umbrella of CSR.
Lapland University of Applied Sciences (hereinafter Lapland UAS) is interested in building reputation. Therefore, the main objective of the current research is expressed as utilization of CSR practices as a tool for building reputation and forming a positive image.
The method used in this research is a qualitative research in the form of a single case study. The current research is a combination of both theoretical and practical work. The theoretical part derived from literature review and the practical part derived from interviews and pure observations in the current research. The transcripts of the interviews attached as appendices in the complete thesis work are excluded from the library version due to confidentiality reasons.
The results of the practical part of this thesis research suggest the applicable approaches in the form of an action plan through which Lapland UAS is able to gain reputation and form a positive image for the newly established university. Further studies are needed to measure how successful the case company has been in applying the results and achieving the reputational objectives.
Key words: Corporate Social Responsibility, Corporate Image, Formation of Image, Corporate Reputation, Reputation Building, Strategic Planning
Lapland University of Applied Sciences (hereinafter Lapland UAS) is interested in building reputation. Therefore, the main objective of the current research is expressed as utilization of CSR practices as a tool for building reputation and forming a positive image.
The method used in this research is a qualitative research in the form of a single case study. The current research is a combination of both theoretical and practical work. The theoretical part derived from literature review and the practical part derived from interviews and pure observations in the current research. The transcripts of the interviews attached as appendices in the complete thesis work are excluded from the library version due to confidentiality reasons.
The results of the practical part of this thesis research suggest the applicable approaches in the form of an action plan through which Lapland UAS is able to gain reputation and form a positive image for the newly established university. Further studies are needed to measure how successful the case company has been in applying the results and achieving the reputational objectives.
Key words: Corporate Social Responsibility, Corporate Image, Formation of Image, Corporate Reputation, Reputation Building, Strategic Planning