Corporate social responsibility and its influence on the reputation of a company - a case study of Morgan Stanley

Cuba, Andrej

4. Term

Economics and Business Administration (International Business Economics), Master

2018

2018-06-05

86

Denne afhandling undersøger, hvordan corporate social responsibility (CSR) – en virksomheds indsats for at håndtere sine sociale og miljømæssige påvirkninger – påvirker virksomheders omdømme med Morgan Stanley som casestudie. I takt med at CSR får stigende opmærksomhed, ser mange virksomheder det som en måde at opbygge tillid, fremme anbefalinger, give en vis beskyttelse under kriser og øge kunders villighed til at bruge deres produkter og tjenester. For at besvare spørgsmålet "Hvordan påvirker CSR virksomheders omdømme?" skitserer afhandlingen først CSR’s historiske udvikling og centrale principper. Derefter opbygges en teoretisk ramme baseret på etableret akademisk litteratur. Den empiriske analyse bygger på Morgan Stanleys offentliggjorte bæredygtighedsrapporter. I de afsluttende kapitler præsenteres analysens resultater, diskussion, konklusioner samt refleksioner og perspektiver på forskningen.

This thesis investigates how corporate social responsibility (CSR)—a company’s efforts to manage its social and environmental impact—affects corporate reputation, using Morgan Stanley as a case study. As CSR receives growing attention, many firms view it as a way to build trust, encourage recommendations, provide some protection during crises, and increase customers’ willingness to use their products and services. To address the question “How does CSR influence corporate reputation?”, the thesis first outlines the historical development of CSR and its key principles. It then builds a theoretical framework based on established academic literature. The empirical analysis draws on Morgan Stanley’s published sustainability reports. The final chapters present the analysis results, discussion, conclusions, and reflections and perspectives on the research.

[This abstract was generated with the help of AI]

corporate social responsibility ; morgan stanley ; sustainability ; sustainable investing ; corporate reputation

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