| Table of Contents | 3 |
---|
| List of Figures | 4 |
---|
| List of Abbreviations | 5 |
---|
| 1. Introduction | 7 |
---|
| 2. The CSR Approach | 9 |
---|
| 2.1 History and Definitions of CSR | 9 |
| 2.2 Company’s Motivation for CSR | 14 |
| 2.3 Examples of CSR carried out | 16 |
| 2.3.1 Investing in NGOs | 16 |
| 2.3.2 McDonald’s CSR Activities | 17 |
| 3. Benchmarking CSR | 24 |
---|
| 3.1 Advantages of Benchmarking | 27 |
| 3.1.1 Advantages for the Company | 27 |
| 3.1.2 Advantages for the Stakeholders | 29 |
| 4. Role and Potential of CSR shown on 4 Aspects | 31 |
---|
| 4.1 Human Resources | 31 |
| 4.2 Brand Differentiation | 36 |
| 4.3 Corporate Reputation | 39 |
| 4.4 Corporate Social Marketing | 40 |
| 4.5 Similarities between Aspects | 43 |
| 5. Critical Review on Greenwashing | 50 |
---|
| 5.1 Green Marketing as a Countermeasure | 53 |
| 5.2 Possible Effects of Greenwashing | 56 |
| 6. CSR as a Marketing Approach | 58 |
---|
| 6.1 The Role of Marketing in CSR | 58 |
| 6.2 CSR Marketing Commitments – The Company’s Approach | 60 |
| 6.2.1 Corporate Cause Promotion | 60 |
| 6.2.2 Cause-Related Marketing | 62 |
| 6.2.3 Corporate Philanthropy | 66 |
| 6.2.4 Green Marketing | 68 |
| 6.3 NGOs as Most Prominent Partners for Companies | 69 |
| 7. International Valuation of CSR with Focus on Marketing | 71 |
---|
| 7.1 Transferring CSR to an International Marketing Level | 76 |
| 7.2 Examination of International Marketing Potential of CSR Activities | 78 |
| 8. Conclusion | 83 |
---|
| Bibliography | 86 |
---|
| Lebenslauf | 91 |