BUILDING BRAND COMPETITIVENESS THROUGH CSR IN SMES
BUILDING BRAND COMPETITIVENESS THROUGH CSR IN SMES
Author(s): Jan Mísař, Ondřej PešekSubject(s): Media studies, Social development, Management and complex organizations, Sociology of the arts, business, education, Marketing / Advertising, Human Resources in Economy
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: branding; corporate social responsibility; implementation model; SMEs;
Summary/Abstract: The Corporate Social Responsibility has played significant role in brand management in recent years and as was shown in a lot of case studies and papers on this topic, it has huge impact on building stakeholder value. This paper explores the relationship between the Corporate Social Responsibility and branding as a tool to build company's competitiveness. To analyze the situation we first review the current state of the art on CSR and competitiveness as well as CSR and its role in branding. Result of this literature analysis shows that CSR and competitiveness relate through innovative cycles only if CSR is fully integrated into brand management. We propose a tool for developing such activities using the CSR Canvas that was designed to identify and implement CSR activities in small and medium-sized enterprises.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 215-224
- Page Count: 10
- Language: English