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Appropriate Approach or Apparent Appeasement: A study in external stakeholder perception of CSR in the Swedish fast food industry
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik. (15)
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik. (15)
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik. (15)
2019 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Research Questions: “Which approach to CSR is the most effective in the Swedish fast food industry in terms of the external stakeholder perception of the company?”, “How does the approach to CSR affect external stakeholder perception of corporate legitimacy?”

Purpose: The purpose of this study is to explore the societal perception of organizational legitimacy on CSR activities in corporations operating in the Swedish fast food industry, and to investigate the relationships between external stakeholder perception and different strategic CSR approaches.

Method: A quantitative research was conducted through the administration of a face-to-face survey with later online distribution. Coding was conducted on the CSR activities of the focus companies in order to categorize their approach to CSR. The primary data was later connected to the secondary data in the discussion to arrive at the conclusion.

Conclusion: It was found that it is the apparent appeasement of the external stakeholders that provides a positive outcome as the appropriate approach might not be sufficient in achieving its goals. The active approach was found to be the most effective CSR approach in terms of external stakeholder perception. This stands in contrast to the pro-/ interactive approach which should be deemed the best, overall approach to CSR.

sted, utgiver, år, opplag, sider
2019. , s. 62
Emneord [en]
CSR, Legitimacy, Rhetoric-Reality gap, Stakeholder perception, Fast food industry, Corporate philanthropy
HSV kategori
Identifikatorer
URN: urn:nbn:se:mdh:diva-43675OAI: oai:DiVA.org:mdh-43675DiVA, id: diva2:1321594
Fag / kurs
Business Administration
Presentation
2019-06-03, Mälardalen Högskola, Högskoleplan 1, Västerås, 13:23 (engelsk)
Veileder
Examiner
Tilgjengelig fra: 2019-06-18 Laget: 2019-06-09 Sist oppdatert: 2019-06-18bibliografisk kontrollert

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