Společenská odpovědnost a její vliv na image firmy

Due to strongly competitive environment on the market, the speed of introduction of new products and services, permanent innovations and easy access to information creating highly educated and demanding customers, companies operating on today?s market start to feel stronger and stronger need to differentiate themselves from competitors. Therefore companies start to work with the term of ?company images? more and more often and implement building and strengthening of positive company image into their communication plans and company strategies. One of possibilities how to fight competition can be orientation of the company on activities of social responsibility. As this diploma thesis proves in the closure this approach brings the company wide range of benefits on many levels of company operation and it definitely works as an effective tool of building and strengthening of positive corporate image. First part of the thesis contains a detailed research of relevant expert literature, definition of terms of corporate social responsibility, corporate communication, identity, culture and corporate image, and also theoretical basis for realised marketing research. Second part of the thesis consists of three realised analyses. Foundings of these analyses help to understand the substance of a successful model of corporate CSR activities and their application into praxes. Last analysis of available results of a CSR research from Ipsos Public Affairs agency answers the question how customers perceive social responsibility activities and how they affect their customer behaviour. In the third part of the thesis defines a detailed manual for implementation of a CSR model in a company and utilisation of these activities for communication to all company stakeholders.