publication . Bachelor thesis . 2009

CSR - A marketing tool? : A case study of ICA's and Lindex's Pink Ribbon campaign

Ström, Rickard; Backteman, Richard; Batmunkh, Temuulen;
Open Access English
  • Published: 01 Jan 2009
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
  • Country: Sweden
Abstract
Purpose: The purpose of this thesis is to investigate how a CSR strategy can be used as a marketing tool by analyzing ICA‘s and Lindex‘s marketing approach within the Pink Ribbon campaign. Background: The concept of CSR has become more and more common in business practices and customers today almost expect companies to be socially responsible. Even though CSR is very important for companies, it has historically not been a very lucrative approach for them to involve in these activities. However there are ways of combining the social responsibility with earning profits. The concept of CRM is a very effective tool for earning a profit while at the same time being s...
Subjects
free text keywords: Pink Ribbon, ICA, Lindex, CSR, CRM, Marketing, Rosa Bandet, Marknadsföring, Business studies, Företagsekonomi
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