Lecture 1 and 2 CSR

Question 1

Important aspects of an organisation (3)

Answer 1

Image
Reputation
Identity

Question 2

What is an organisations image?

Answer 2

What others perceive from your actions, how others see you (customers, community, investors and employees)

Question 3

What is an organisations identity?

Answer 3

What you stand for and what you do
Symbols (logo)
(Spinweb methodology)

Question 4

What is an organisations reputation?

Answer 4

Image and identity (all the different images)

Question 5

Which actions and words form a reputation? (4)

Answer 5

What they do
Customer experience
What they say
What is said about them

Question 6

When image and identity are identical…

Answer 6

the ideal situation (maintain and enhance)

Question 7

When image is better than identity…

Answer 7

chance of failure (people might expect things you cannot live up to)

Question 8

When identity is better than image…

Answer 8

missed opportunities (people won’t know how great you are. Improve your image)

Question 9

What are the structures of the identity of an organisation? (4)

Answer 9

Monolithic identity
Umbrella identity
Endorsed identity
Branded identity

Question 10

What is a monolithic identity?

Answer 10

Products get selled under the brand name, like apple or Philips.

Question 11

What is an umbrella identity?

Answer 11

The company dominates the profile, but parts of the organisation can be left to promote their own identity

Question 12

What is an endorsed identity?

Answer 12

The identity of the product comes first, they still operate under the company’s name

Question 13

What is a branded identity?

Answer 13

The company is hardly visible, the brands are. For example, companies who own various magazines. (cosmopolitan, Smart Money). No one knows Hearst company is the actual mother-company.

Question 14

What is the definition of CSR?

Answer 14

Taking responsibility and giving something in return to society.

Question 15

What is the triple bottom line of CSR?

Answer 15

people, planet, profit

Question 16

What are the advantages of CSR? (6)

Answer 16

Goodwill
License to operate 
Publicity 
Boost for reputation
Better competitive position
Overall better financial performance

Question 17

What is the corporal power?

Answer 17

Realisation that businesses control and have huge power over society
The capability of corporations to influence government, the economy and society

Question 18

How do stakeholders control companies?

Answer 18

They pressure companies

They balance out corporate power

Question 19

What are the different CSR approaches? (5)

Answer 19

Defensive
Charitable 
Promotional
Strategic 
Transformational

Question 20

What is a defensive CSR approach?

Answer 20

Spilling the clear advantages (cigarettes)

Question 21

What is a charitable CSR approach?

Answer 21

beneficial for locals

Question 22

What is a promotional CSR approach?

Answer 22

PR, events

Question 23

What is a strategic CSR approach?

Answer 23

broader connection

Question 24

What is a transformational CSR approach?

Answer 24

addressing issues

Question 25

What are the different CSR communication strategies? (3)

Answer 25

Informational strategy
Stakeholder response strategy
Stakeholder involvement strategy

Question 26

What is an informational communication strategy?

Answer 26

One-way information of the public

high degree of cynicism

Question 27

What is a stakeholder response communication strategy ?

Answer 27

Two-way communication
organisation decides CSR activities and press releases
stakeholders give feedback
most used

Question 28

What is a stakeholder involvement communication strategy ?

Answer 28

Real mutual dialogue

stakeholders have a genuine say