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Tue Gutes und rede darüber?

Erfolgreiche Corporate-Social-Responsibility-Strategie und Kommunikation durch Verständnis von Kundenpräferenzen und -skepsis

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CSR und Marketing

Part of the book series: Management-Reihe Corporate Social Responsibility ((MRCOSORE))

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Zusammenfassung

Die Autorin beschäftigt sich anhand einer dreistufigen feldexperimentellen Studie in Kooperation mit einem großen internationalen Handelsunternehmen mit der Frage der optimalen Ausgestaltung von CSR. Das Feldexperiment eins beschäftigt sich mit der Frage nach der Form des Engagements, dem sogenannten CSR-Mix bzw. CSR-Portfolio und der Auswahl der zu kommunizierenden Aktivitäten unter Berücksichtigung von konfliktierenden Stakeholderinteressen. Der Inside-out-Ansatz des CSR-Engagements stellt hierbei ein erstes Ergebnis dar. Die Involvement-Strategie in den Stufen Information, Response und Involvement stellt das Kernthema des zweiten Feldexperiments dar. Das dritte Feldexperiment befasst sich mit der stark emotionalisierten Kommunikationsmethode des Storytellings. Hierbei gilt es zu hinterfragen, ob die bei CSR-Kommunikation vorherrschende Skepsis durch emotionalisierte Kommunikation verstärkt oder aufgehoben wird, also ob Storytelling eine effektive Methode der CSR-Kommunikation sein kann.

„If you do things well, do them better. Be daring, be first, be different, be just“ (Anita Roddick, Gründerin von The Body Shop).

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Authors and Affiliations

  1. University of Mannheim | Business School | Chair of Corporate Social Responsibility, Schloss, O 053, 68131, Mannheim, Deutschland

    Prof. Dr. Laura Marie Schons

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  1. Prof. Dr. Laura Marie Schons
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  1. German Graduate School of Management & Law gGmbH, Heilbronn, Germany

    Christopher Stehr

  2. German Graduate School of Management & Law gGmbH, Heilbronn, Germany

    Franziska Struve

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Schons, L.M. (2017). Tue Gutes und rede darüber?. In: Stehr, C., Struve, F. (eds) CSR und Marketing. Management-Reihe Corporate Social Responsibility. Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-45813-6_8

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