Apple

Table of contents
PART I
1. Introduction (LMP, SKC) 7
1.1Problemstatement 8
2. Methodological approach (LMP, SKC) 9
2.1 Social constructivism 9
2.2 Hermeneutics 10
3. Theoretical framework (LMP, SKC) 10
4. Research method (LMP, SKC) 11
5. Delimitations (LMP, SKC) 11
6. Structure of the thesis (LMP, SKC) 12
7. CSR – concept and development (SKC) 17
7.1 Development of the need for CSR 17
7.2 CSR from a consumer perspective 18
7.3 The concept CSR 19
7.4 CSR theories 22
7.5 Preliminary conclusion 24
8. CSR communication (LMP) 27
8.1 CSR motives must be well thought 27
8.2 Transparent CSR communication 28
8.3 Integration of CSR communication 28
8.4 CSR communication must fit the brand 30
8.5 The link between CSR communication, identity, image and reputation. 31
8.6 Preliminary conclusion 31
9.1 The perfect identity - Aaker’s brand identity planning model 34
9.2 A framework for CSR communication (SKC) 37
10. Apple inc. – The most admired company in the world (LMP) 41
11. Apple and CSR (SKC) 43
11.1 Apple’s current CSR situation 43
12. Apple’s brand identity (LMP) 49
12.1 Apple’s mission statement 49
12.2 Brand-as-product 50
12.3 Brand-as-organisation 52
12.4 Brand-as-person 53
12.5 Brand-as-symbol 54
12.6 And what about CSR? 54
12.7 Preliminary conclusion 55
13. Apple’s CSR communication (SKC) 57
13.1 Apple’s definition of CSR 57
13.2 Apple’s commitment 58
13.3 Apple’s motives 60
13.4 Moderators of Apple’s CSR communication 61
13.5 Preliminary conclusion 63
14. Can Apple hold their position without integrated CSR? (LMP) 67
14.1 Should Apple use integrated CSR communication? 68
14.2 How to integrate Apple’s CSR communication within the existing core identity? 70
14.3 Preliminary conclusion 78
15. Apple’s future (SKC) 81
15.1 Possible outcomes changing the strategy 81
15.2 Possible outcomes - if not changing the strategy 82
15.3 Nike and CSR 82
15.4 The world is not black and white 85
15.5 Preliminary