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2017 | OriginalPaper | Buchkapitel

Tue Gutes und rede darüber?

Erfolgreiche Corporate-Social-Responsibility-Strategie und Kommunikation durch Verständnis von Kundenpräferenzen und -skepsis

verfasst von : Prof. Dr. Laura Marie Schons

Erschienen in: CSR und Marketing

Verlag: Springer Berlin Heidelberg

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Zusammenfassung

Die Autorin beschäftigt sich anhand einer dreistufigen feldexperimentellen Studie in Kooperation mit einem großen internationalen Handelsunternehmen mit der Frage der optimalen Ausgestaltung von CSR. Das Feldexperiment eins beschäftigt sich mit der Frage nach der Form des Engagements, dem sogenannten CSR-Mix bzw. CSR-Portfolio und der Auswahl der zu kommunizierenden Aktivitäten unter Berücksichtigung von konfliktierenden Stakeholderinteressen. Der Inside-out-Ansatz des CSR-Engagements stellt hierbei ein erstes Ergebnis dar. Die Involvement-Strategie in den Stufen Information, Response und Involvement stellt das Kernthema des zweiten Feldexperiments dar. Das dritte Feldexperiment befasst sich mit der stark emotionalisierten Kommunikationsmethode des Storytellings. Hierbei gilt es zu hinterfragen, ob die bei CSR-Kommunikation vorherrschende Skepsis durch emotionalisierte Kommunikation verstärkt oder aufgehoben wird, also ob Storytelling eine effektive Methode der CSR-Kommunikation sein kann.

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Titel: Tue Gutes und rede darüber?
verfasst von: Prof. Dr. Laura Marie Schons
Verlag: Springer Berlin Heidelberg
Buch: CSR und Marketing
Print ISBN: 978-3-662-45812-9

Electronic ISBN: 978-3-662-45813-6

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-662-45813-6_8