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2018 | OriginalPaper | Buchkapitel

Corporate Social Responsibility effektiv in der Kommunikation vermitteln

verfasst von : Christian Boris Brunner, Franz-Rudolf Esch, Sebastian Ullrich

Erschienen in: Handbuch Techniken der Kommunikation

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Unternehmen kommunizieren immer häufiger ihre Corporate Social Responsibility (CSR)-Aktivitäten. Bevor sie diese jedoch nach außen kommunizieren, sollte im gesamten Unternehmen eine CSR-Philosophie etabliert werden. Darüber hinaus sind Geschäftspartner vor- und nachgelagerter Produktionsstufen einzubinden, damit CSR ganzheitlich implementiert wird. Erst dann kann das Unternehmen die Entscheidung treffen, ob CSR nach außen im Rahmen des Markenmanagements kommuniziert werden soll. Diese Entscheidung ist essentiell, denn CSR kann sowohl positive als auch negative Wirkungen auf die Wahrnehmung der Marke haben. Die Erfolgsfaktoren der CSR-Kommunikation werden ausführlich diskutiert und Handlungsempfehlungen für eine effektive CSR-Kommunikation abgeleitet.

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Metadaten
Titel
Corporate Social Responsibility effektiv in der Kommunikation vermitteln
verfasst von
Christian Boris Brunner
Franz-Rudolf Esch
Sebastian Ullrich
Copyright-Jahr
2018
DOI
https://doi.org/10.1007/978-3-658-04653-8_18