Corporate Social Responsibility in Firms and Corporate Image
Corporate Social Responsibility Practices in Firms and Corporate Image
Abstract
Corporate Social responsibility is one of the ways for firms to show that they care about their environment, employees and customers. Why is this important for companies to show that they care about their environment? Competition is fierce in the telecommunication market having companies like ‘Alice’ an American telecommunication company that entered the German market providing telecommunication services like Internet and phone call services at a flat rate basis and far more cheaper than Deutsche Telekom. This means that Deutsche Telekom has to put more effort in retaining its customers or attracting more customers to use their services. Therefore, a bad reputation might kill these efforts and even lead to customer migration. This paper gives an insight in the corporate social responsibility practices that firms undertake to show that they care about their environment. But what many research papers like that of Wang, (2008), failed to show whether CSR activities could help firms improve their reputation. Why should a public company like Deutsche Telekom put more efforts in CSR activities?
Keywords: Corporate Social Responsibility, Public Relations, And Ethical Leadership.
1. Introduction
Worldwide, there is increasing awareness of Corporate Social Responsibility (CSR). Tan and Uncles, (1985, pp. 1) point out that initiatives such as regular sustainability reports, company-wide policies, which address issues such as anti-discrimination and employment conditions, and the establishment of foundations affirm the commitment of firms such as Vodafone, Deutsche Telekom and the Body Shop. Therefore, the way that consumers assess corporations’ discretionary and relational practices may provide important insights to successful branding. In addition, Corporations have to follow the rules of behavior considered appropriate by society, whether these rules are stated in laws or
Abstract
Corporate Social responsibility is one of the ways for firms to show that they care about their environment, employees and customers. Why is this important for companies to show that they care about their environment? Competition is fierce in the telecommunication market having companies like ‘Alice’ an American telecommunication company that entered the German market providing telecommunication services like Internet and phone call services at a flat rate basis and far more cheaper than Deutsche Telekom. This means that Deutsche Telekom has to put more effort in retaining its customers or attracting more customers to use their services. Therefore, a bad reputation might kill these efforts and even lead to customer migration. This paper gives an insight in the corporate social responsibility practices that firms undertake to show that they care about their environment. But what many research papers like that of Wang, (2008), failed to show whether CSR activities could help firms improve their reputation. Why should a public company like Deutsche Telekom put more efforts in CSR activities?
Keywords: Corporate Social Responsibility, Public Relations, And Ethical Leadership.
1. Introduction
Worldwide, there is increasing awareness of Corporate Social Responsibility (CSR). Tan and Uncles, (1985, pp. 1) point out that initiatives such as regular sustainability reports, company-wide policies, which address issues such as anti-discrimination and employment conditions, and the establishment of foundations affirm the commitment of firms such as Vodafone, Deutsche Telekom and the Body Shop. Therefore, the way that consumers assess corporations’ discretionary and relational practices may provide important insights to successful branding. In addition, Corporations have to follow the rules of behavior considered appropriate by society, whether these rules are stated in laws or
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