Template-Type: ReDIF-Article 1.0
Author-Name: Eva Jaderná
Author-Name-First: Eva
Author-Name-Last: Jaderná
Author-Email: eva.jaderna@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Author-Name: Jana Pechová
Author-Name-First: Jana
Author-Name-Last: Pechová
Author-Email: jana.pechova@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Author-Name: Hana Volfová
Author-Name-First: Hana
Author-Name-Last: Volfová
Author-Email: hana.volfova@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Title: CSR in corona time
Abstract: The paper aims to present CSR activities in the Corona Time and internal stakeholders´ perception of these activities. Many of successful business would like to be more social responsible not only in usual time period, but during the crises, too. They would like to support and help the society. The paper introduces the Case Study of SKODA AUTO. How the business helped the society by CSR activities, and how the internal stakeholders perceive these activities. The description of the perception is based on the survey organized in May/June 2020, immediately after the quarantine and reducing of emergency measure. The sense of the CSR activities is in their marketing communication, too. Therefore, the attention of researchers was focused on the effectiveness of the marketing communication to internal stakeholders.
Classification-JEL: M31, M51
Keywords: corporate social responsibility, COVID 19, corona, internal stakeholders, marketing communication, stakeholders, triple-bottom-line
Journal: Marketing Science & Inspirations
Pages: 2-21
Volume: 15
Issue: 3
Year: 2020
File-URL: https://msijournal.com/csr-in-corona-time/
Handle: RePEc:cub:journm:v:15:y:2020:i:3:p:2-21