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        • 5.1.1.3

          Sustainability ................................................................................................... 24

      • 5.1.2

        Business-oriented motivations for CSR: ................................................................ 24

        • 5.1.2.1

          Brand & effects on consumer preference ........................................................ 24

        • 5.1.2.2

          Reputation and risk management .................................................................... 25

        • 5.1.2.3

          Control ............................................................................................................. 25

        • 5.1.2.4

          Attracting and retaining employees................................................................. 26

        • 5.1.2.5

          Total Quality Management.............................................................................. 26

    • 5.2

      Strategy dimensions of CSR.......................................................................................... 27

      • 5.2.1

        Corporate social agenda: Strategic and responsive CSR........................................ 27

      • 5.2.2

        Value adding dimensions of CSR strategy ............................................................. 28

      • 5.2.3

        Strategic options ..................................................................................................... 28

      • 5.2.4

        Responsibilities as integral elements of strategy.................................................... 29

    • 5.3

      Communication ............................................................................................................. 30

      • 5.3.1

        Marketing and CSR communication ...................................................................... 30

      • 5.3.2

        Strategic CSR communication................................................................................ 31

  • 6.

    Analysis ............................................................................................................................... 33

    • 6.1

      Motivations for CSR...................................................................................................... 33

      • 6.1.1

        Motivations for CSR stated as important by IKEA and supported by remaining empirical findings:........................................................................................................... 33

      • 6.1.2

        Motivations stated as important for IKEA but which are not supported by remaining empirical findings:.......................................................................................... 36

      • 6.1.3

        Motivations for CSR not mentioned by IKEA but for which actions are taken:.... 38

    • 6.2

      CSR as integrated in corporate strategy......................................................................... 38

      • 6.2.1

        IKEA’s corporate social agenda ............................................................................. 39

        • 6.2.1.1

          Generic social issues........................................................................................ 39

        • 6.2.1.2

          Value chain and social impacts........................................................................ 39

        • 6.2.1.3

          Social dimensions of competitive context ....................................................... 40

        • 6.2.1.4

          Responsive versus strategic CSR .................................................................... 41

      • 6.2.2

        Value adding dimension of CSR ............................................................................ 42

    • 6.3

      CSR strategic options .................................................................................................... 43

    • 6.4

      Communication ............................................................................................................. 44

      • 6.4.1

        Using CSR in marketing......................................................................................... 44

      • 6.4.2

        Communication strategy......................................................................................... 44

  • 7.

    Conclusions ......................................................................................................................... 47

    • 7.1

      Implications and contributions of study ........................................................................ 50

      • 7.1.1

        Contributions to theory........................................................................................... 50

      • 7.1.2

        Managerial Implications for IKEA......................................................................... 50

      • 7.1.3

        Implications for the business world at large........................................................... 51

    • 7.2

      Limitations of study....................................................................................................... 51

    • 7.3

      Further research ............................................................................................................. 52

  • 8.

    References ........................................................................................................................... 53

9. Appendix I ........................................................................................................................... 59

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