• Andrej Cuba
The purpose of this thesis is to evaluate different theories and approaches regarding corporate social responsibility and how corporate social responsibility can influence a company’s reputation – in this case Morgan Stanley’s. The problem which is about to be analysed in this project is as follows: “How does corporate social responsibility influence corporate reputation?”. Main justification for the selection of this problem is the sheer fact that being CSR friendly and having a positive approach towards sustainability is getting more attention from companies by each year and logically every company wants to be a part of it since it can influence the reputation of a company which leads to increasing its value. Companies that practice good corporate social responsibility stand to gain great value in reputation, including trust, more willing recommendations, a buffer against scandals and other reputation busters, as well as a greater likelihood for consumers to use their products and services. An excellent corporate responsibility offers several benefits, but the most important of these is trust. Simply put, if a company does the right thing (environmentally, socially), then consumers feel they can trust them to do the right thing in all situations. Firstly, a brief historical overview of the development of Corporate Social Responsibility theory will be presented to understand the genesis of its core principles and ideas. Secondly, the theoretical argumentation behind the analysis will be formulated, based on the existing academic literature and scholars’ contribution to the field. The empirical part of the thesis is based on the sustainability reports published by Morgan Stanley. In the final three chapters of the thesis the reader will be able to find results, discussions, final conclusions from the performed analysis, and last but not least, reflections and perspectives about my research.
Udgivelsesdato5 jun. 2018
Antal sider86
ID: 280446643