Cultural Dimensions and CSR in Marketing
Richardsson, Julia (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023113032962
https://urn.fi/URN:NBN:fi:amk-2023113032962
Tiivistelmä
This study analyses the connections between Corporate Social Responsibility (CSR), Hofstede’s Cultural Dimensions and Marketing, specifically in the Finnish and American Beauty industries.
The objective of this thesis is to observe how CSR is used in marketing in the beauty industry in Finland and the United States of America, and if eventual differences, or lack thereof, can be attributed to the culture of the respective countries.
The literature review is focused on CSR, what it is and how it can be seen and used. Hofstede’s Cultural dimensions and how they differ between Finland and the USA and an overview of marketing and information relevant to the objective.
Observational technique, a variant of quantitative research, is used to answer the research question. The material observed includes social media marketing material and information from the case brand’s websites. The way the case brands are observed is based on the theoretical framework and includes an overview of CSR in the case brand's marketing material.
The findings indicate that Hofstede’s cultural dimensions are indeed visible to a degree in CSR marketing but are not always necessarily country specific.
The objective of this thesis is to observe how CSR is used in marketing in the beauty industry in Finland and the United States of America, and if eventual differences, or lack thereof, can be attributed to the culture of the respective countries.
The literature review is focused on CSR, what it is and how it can be seen and used. Hofstede’s Cultural dimensions and how they differ between Finland and the USA and an overview of marketing and information relevant to the objective.
Observational technique, a variant of quantitative research, is used to answer the research question. The material observed includes social media marketing material and information from the case brand’s websites. The way the case brands are observed is based on the theoretical framework and includes an overview of CSR in the case brand's marketing material.
The findings indicate that Hofstede’s cultural dimensions are indeed visible to a degree in CSR marketing but are not always necessarily country specific.