CSR och politisk konsumtion : - en studie av Nikes och Pumas CSR- rapporter

Bachelor thesis Swedish OPEN
Björling, Ameli (2010)
  • Publisher: Karlstads universitet, Fakulteten för samhälls- och livsvetenskaper
  • Subject: CSR | politisk konsumtion | Carroll's Pyramid of Corporate Social Responsibility | Nike | Puma | förändring | Political Science (excluding Public Administration Studies and Globalisation Studies) | Statsvetenskap (exklusive studier av offentlig förvaltning och globaliseringsstudier)

“CSR and political consumption – a study of Nike’s and Puma’s CSR-reports” The purpose of this dissertation is to examine if political consumption has influenced multinational corporations to improve their Corporate Social Responsibility reports and policies more, than a company who has not been a target for political consumption. This dissertation is a content analysis of Nike’s and Puma’s first (Nike 2001, Puma 2001) and latest (Nike 2007/09, Puma 2007/08) CSR- reports. Archie Carroll’s model of Corporate Social Responsibility is used as theoretical framework in this study. The model is used to focus on four areas within CSR; economic, legal, ethical and philanthropic. There has been delimitation in these four areas. Considering the economic area the study focuses on minimum wage, the legal area is focusing on minimum age, the ethical area is focusing on dialogue with stakeholders and control of suppliers and the philanthropic area is focusing on non-profit organization, projects and programs. The results indicate that political consumption in the case of Nike, has no impact on the company to improve their CSR-report but they have improved their policy against CSR. In comparison to Nike, Puma has changed more from the first report until the latest. This could be because it is more generally popular to work with CSR today. Compared to Puma, Nike has changed more considering their policy against CSR.  Keywords: Archie Carroll’s Pyramid of Corporate Social Responsibility, Change, Corporate Social Responsibility Report, Multinational Corporations, Nike, Policy, Political consumption, Puma
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