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Table of content

  • 1.

    Introduction ........................................................................................................................... 1

    • 1.1

      Research question and purpose........................................................................................ 2

    • 1.2

      Earlier research and contributions ................................................................................... 2

    • 1.3

      Delimitations ................................................................................................................... 2

  • 2.

    Methodology.......................................................................................................................... 4

    • 2.1

      Research strategy............................................................................................................. 4

    • 2.2

      Collection of the empirical data....................................................................................... 4

      • 2.2.1

        Choice of company................................................................................................... 4

      • 2.2.2

        Data collection.......................................................................................................... 4

      • 2.2.3

        Data processing......................................................................................................... 6

      • 2.2.4

        Research quality ....................................................................................................... 6

        • 2.2.4.1

          Reliability .......................................................................................................... 6

        • 2.2.4.2

          Validity .............................................................................................................. 7

  • 3.

    Fundamentals of IKEA and the concept of CSR................................................................... 8

    • 3.1

      Introduction to IKEA....................................................................................................... 8

      • 3.1.1

        Corporate structure ................................................................................................... 8

      • 3.1.2

        Company vision........................................................................................................ 8

    • 3.2

      Definition and development of the concept of CSR........................................................ 9

  • 4.

    Empirical findings ............................................................................................................... 11

    • 4.1

      Development of CSR at IKEA ...................................................................................... 11

    • 4.2

      CSR as a complement to social vision........................................................................... 12

    • 4.3

      CSR – from risk management to a source of competitive advantage............................ 12

    • 4.4

      External pressures on IKEA .......................................................................................... 13

    • 4.5

      CSR issues in the supply chain...................................................................................... 13

    • 4.6

      CSR projects .................................................................................................................. 15

      • 4.6.1

        Three main partnerships ......................................................................................... 16

      • 4.6.2

        Environmental issues.............................................................................................. 16

        • 4.6.2.1

          Global and national level................................................................................. 16

        • 4.6.2.2

          Local store level............................................................................................... 16

      • 4.6.3

        Social issues............................................................................................................ 17

        • 4.6.3.1

          Global and national level................................................................................. 17

        • 4.6.3.2

          Local store level............................................................................................... 17

      • 4.6.4

        Future projects ........................................................................................................ 18

    • 4.7

      Brand and Communication............................................................................................ 18

      • 4.7.1

        Internal Marketing .................................................................................................. 18

      • 4.7.2

        External marketing communication........................................................................ 19

      • 4.7.3

        Brand ...................................................................................................................... 19

      • 4.7.4

        Communication of CSR initiatives......................................................................... 20

      • 4.7.5

        CSR communication challenge .............................................................................. 20

  • 5.

    Theoretical overview ........................................................................................................... 22

    • 5.1

      Review of different motivations for CSR...................................................................... 22

      • 5.1.1

        Normative motivations for CSR:............................................................................ 23

        • 5.1.1.1

          Moral obligation .............................................................................................. 23

        • 5.1.1.2

          Legitimacy ....................................................................................................... 24

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