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Corporate Social Responsibility effektiv in der Kommunikation vermitteln

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Handbuch Techniken der Kommunikation

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Zusammenfassung

Unternehmen kommunizieren immer häufiger ihre Corporate Social Responsibility (CSR)-Aktivitäten. Bevor sie diese jedoch nach außen kommunizieren, sollte im gesamten Unternehmen eine CSR-Philosophie etabliert werden. Darüber hinaus sind Geschäftspartner vor- und nachgelagerter Produktionsstufen einzubinden, damit CSR ganzheitlich implementiert wird. Erst dann kann das Unternehmen die Entscheidung treffen, ob CSR nach außen im Rahmen des Markenmanagements kommuniziert werden soll. Diese Entscheidung ist essentiell, denn CSR kann sowohl positive als auch negative Wirkungen auf die Wahrnehmung der Marke haben. Die Erfolgsfaktoren der CSR-Kommunikation werden ausführlich diskutiert und Handlungsempfehlungen für eine effektive CSR-Kommunikation abgeleitet.

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Authors and Affiliations

  1. Ipsos GmbH, Hamburg, Deutschland

    Christian Boris Brunner

  2. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Oestrich-Winkel, Deutschland

    Franz-Rudolf Esch

  3. Allgemeine Betriebswirtschaftslehre, insbesondere Absatzwirtschaft, Fakultät Wirtschaftswissenschaften, Hochschule Schmalkalden Blechhammer, Schmalkalden, Deutschland

    Sebastian Ullrich

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  1. Christian Boris Brunner
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  2. Franz-Rudolf Esch
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  3. Sebastian Ullrich
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Correspondence to Christian Boris Brunner .

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  1. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

  2. EBS Business School, Oestrich-Winkel, Germany

    Franz-Rudolf Esch

  3. Universität Basel, Basel, Switzerland

    Manfred Bruhn

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Brunner, C.B., Esch, FR., Ullrich, S. (2018). Corporate Social Responsibility effektiv in der Kommunikation vermitteln. In: Langner, T., Esch, FR., Bruhn, M. (eds) Handbuch Techniken der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04653-8_18

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