Creating shared value jako součást marketingové komunikační strategie HMMC

Abstract

This master thesis analyses the role of the concept of CSV (creating shared value) in the marketing communication strategy of the company HMMC, both in terms of external and internal communication. Based on the research results and using the knowledge defined in the theoretical part, the aim of this master thesis is to formulate proposals and recommendations on how HMMC should communicate its corporate social responsibility and CSV more effectively. The research that is part of this thesis consists of three parts, namely benchmarking of the CSR strategies of the four automakers, a qualitative content analysis of articles and posts on the web and social media, and quantitative research that was conducted through a questionnaire survey among the company's employees, in which 286 respondents participated. The statistical methods applied in the quantitative part were descriptive analysis and cluster analysis; given that this was the first research activity in the company focused on CSV/CSR communication, the whole research was exploratory in nature. The results of the research show the company’s current state of CSR communication, both among its competitors in the industry and from the perspective of its employees. Finally, proposals and recommendations were made on how HMMC could communicate CSR more effectively in order to promote its positive reputation, authenticity and credibility in the eyes of all stakeholders.