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2018 | OriginalPaper | Chapter

Corporate Social Responsibility effektiv in der Kommunikation vermitteln

Authors : Christian Boris Brunner, Franz-Rudolf Esch, Sebastian Ullrich

Published in: Handbuch Techniken der Kommunikation

Publisher: 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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Metadata
Title
Corporate Social Responsibility effektiv in der Kommunikation vermitteln
Authors
Christian Boris Brunner
Franz-Rudolf Esch
Sebastian Ullrich
Copyright Year
2018
DOI
https://doi.org/10.1007/978-3-658-04653-8_18