The untapped potential of CSR
Typ
Examensarbete för masterexamen
Program
Quality and operations management (MPQOM), MSc
Publicerad
2019
Författare
Azcarate, Isabel
Enlund, Jonas
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
The citizens in the world today become more and more conscious about the social and
environmental conditions in the society around them, and have a need to contribute to a better
future for coming generations. This is something that now also is expected by companies to work
with through a Corporate Social Responsibility strategy. Even though organisations have understood
the benefits of being societally engaged for creating stronger ties with their conscious
customers, there are large gaps in companies’ understanding of their organisation members’ needs
for fulfilment, and the benefits that allowing their employees to feel conscious at work can bring.
This study investigates how the benefits from societal engagement can strengthen organisation
members, what factors influence the gained benefits, and thus how these benefits can
be achieved and used to enhance the organisation. The organisations studied are the
housing company Förvaltnings AB Framtiden, the management consultancy company Preera AB, and the
manufacturing company Volvo Group Trucks, part of AB Volvo. To ensure a trustworthy outcome, 15
semi structured in-depth interviews were held with interviewees from different levels in all three
organisations.
Through analysing organisations and their organisation members, it has been found that
societal engagement contributes to many benefits for the organisation and organisation
members. Strengthening customer connections and external branding were expected outcomes, but it
was also found that if managed in a walk-the-talk way, societal engagement strengthens and enhances
the employee relations, employee loyalty and output as well as employee health.
A conscious leadership and culture that enhance open discussions and allow freedom for the
employees under clear responsibilities and mandates together with a constant discussion and dialog
about the vision, and how the organisation contributes to society, are the key elements
to enhance organisations through societal engagement.
Beskrivning
Ämne/nyckelord
societal engagement , organisational benefits , organisation member benefits , creating shared value , corporate social responsibility , internal organisational values