Lecture 1 and 2 CSR Flashcards
Important aspects of an organisation (3)
Image
Reputation
Identity
What is an organisations image?
What others perceive from your actions, how others see you (customers, community, investors and employees)
What is an organisations identity?
What you stand for and what you do
Symbols (logo)
(Spinweb methodology)
What is an organisations reputation?
Image and identity (all the different images)
Which actions and words form a reputation? (4)
What they do
Customer experience
What they say
What is said about them
When image and identity are identical…
the ideal situation (maintain and enhance)
When image is better than identity…
chance of failure (people might expect things you cannot live up to)
When identity is better than image…
missed opportunities (people won’t know how great you are. Improve your image)
What are the structures of the identity of an organisation? (4)
Monolithic identity
Umbrella identity
Endorsed identity
Branded identity
What is a monolithic identity?
Products get selled under the brand name, like apple or Philips.
What is an umbrella identity?
The company dominates the profile, but parts of the organisation can be left to promote their own identity
What is an endorsed identity?
The identity of the product comes first, they still operate under the company’s name
What is a branded identity?
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.
What is the definition of CSR?
Taking responsibility and giving something in return to society.
What is the triple bottom line of CSR?
people, planet, profit
What are the advantages of CSR? (6)
Goodwill License to operate Publicity Boost for reputation Better competitive position Overall better financial performance
What is the corporal power?
Realisation that businesses control and have huge power over society
The capability of corporations to influence government, the economy and society
How do stakeholders control companies?
They pressure companies
They balance out corporate power
What are the different CSR approaches? (5)
Defensive Charitable Promotional Strategic Transformational
What is a defensive CSR approach?
Spilling the clear advantages (cigarettes)
What is a charitable CSR approach?
beneficial for locals
What is a promotional CSR approach?
PR, events
What is a strategic CSR approach?
broader connection
What is a transformational CSR approach?
addressing issues
What are the different CSR communication strategies? (3)
Informational strategy
Stakeholder response strategy
Stakeholder involvement strategy
What is an informational communication strategy?
One-way information of the public
high degree of cynicism
What is a stakeholder response communication strategy ?
Two-way communication
organisation decides CSR activities and press releases
stakeholders give feedback
most used
What is a stakeholder involvement communication strategy ?
Real mutual dialogue
stakeholders have a genuine say
