Naslov
Coca-cola HBC - European socially responsible company : An Action Research

Autori
Tafra-Vlahović, Majda

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Skup
The Inter-disciplinary CRS research conference

Mjesto i datum
Nottingham, Ujedinjeno Kraljevstvo, 22.10.2004. - 23.10.2004

Vrsta sudjelovanja
Plenarno

Vrsta recenzije
Nije recenziran

Ključne riječi
CSR ; corporate citizenship ; communication ; public affairs ; leadership

Sažetak
This paper presents a case study of CSR in a multinational company, Coca-Cola HBC (CCHBC), based in Athens, operating in 25 European countries and Nigeria. Since the research is based on a survey of attitudes of the Public Affairs and Communications Managers it is more concerned with the public affairs and communication side of the CSR. This is an action research which aims to help the company produce useful knowledge and give useful, practical tools to people, at the same time empowering them during the research process. In that sense, this research cannot be considered final. The results of the research show acceptance of CSR on strategic level, need for vision and leadership, different levels of attributing importance to CSR in different types of the markets, different pace of the rise of ethical consumer. On the action level there is a high level of the Function expertise, rich variety of activities, but mainly in the community relations and very different degree of support and involvement of The Coca-Cola Company structures in various countries. Generally, the support and understanding of managers outside PA&C function to CSR strategy and action is not rated high.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA