What is Corporate Social Responsibility? - InnoTrain CSR

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The objectives of sponsoring and CSR are generally very similar. Therefore, experiences with the communication tool sponsoring proven in the practice definitely give some indication about the relatively new approaches of CSR. Advocates of CSR commonly cite arguments which are traditionally associated with the goals of sponsoring: � Increased name recognition of companies and brands � Creation, change and stabilisation of images � Public relations within the meaning of relationship management � Performance demonstration � Employee motivation These days, redistributions of parts of the sponsoring budget in favour of CSR activities of a company are more commonly observed on the market. In addition, some companies are also renaming their sponsoring activities. For example, the globally active company Siemens has coined the term "Corporate Cultural Responsibility" for its involvement in the arts. This cannot only be understood as an allusion to the term "Corporate Social Responsibility (CSR)", but additionally highlights the blurring of the line between common welfare-oriented sponsoring, corporate citizenship and CSR. In the past several years, the considerations about ethics in sponsoring have been gaining increasing importance. The independence of the social areas which the sponsoring is having an impact on is the object of some scientists. Ethicists emphasise that it is precisely the independent values and qualities of sports, culture, social projects, education, science and ecology that have made sponsoring attractive for companies in the past. If the interference by sponsors is too strong, it would invalidate this mutual interface. Exercise 6.3. (approximately 45 minutes) Ask your participants to work with a partner to draft a letter within 30 minutes, in which they respond to a sponsoring inquiry for a social project. The project concerns the "Homeless World Cup", the international street soccer tournament of the homeless and socially disadvantaged. The organisation in charge is planning to organise the games in your country. It has issued inquiries to a number of companies in which the organisation is requesting a meeting to negotiate with the company. The teams of 2 are asked to explain in their letter to the "Homeless World Cup" if and why they would like to accept the visit from the organisation. In addition, they are asked to describe to what extent and with which expected services in return they are planning to act as sponsor or promoter. To ensure that the exercise represents controversial opinions, you may ask your teams to split in half. Then you ask half of the teams to formulate a rejection letter. The other half of the teams is asked to accept the invitation to negotiate. The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010 , InnoTrain CSR www.csr-training.eu
At the end of the partner exercise, the teams will present their opinions and discuss them in the plenum. Additional information and resources Arnold Hermanns: Sponsoring: Grundlagen, Wirkungen, Management, Perspektiven (Munich 1997) The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010 , InnoTrain CSR www.csr-training.eu
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What is Corporate Social Responsibi
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Additional information and resource
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Corporate Social Responsibility (CS
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Gerd Mutz: CSR und CC - Gesellschaf
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Danone is producing "Schokti Doi" y
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Moral values � Integrity � Fair
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CSR on the market - example topics
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Opening questions about CSR on the
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Commission is striving to develop a
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In small and medium-sized companies
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and all processes within the compan
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In your role as auctioneer, you can
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Facts & figures about CSR 2.1. CSR
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it be in economic, social or enviro
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International conference „ 4th Co
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state that they would recommend a b
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Facts & figures about CSR 2.7. Insi
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participating entrepreneurs and man
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Facts & figures about CSR 2.8. Insi
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GKI Zrt. Economic Research Surveys
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isolated activities, for example on
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The total number of SME inquired re
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Facts & figures about CSR 2.10. Ins
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CSR interfaces within the company 3
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8. Corporate culture is conscious a
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savings potentials. But these oppor
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From the point of view of CSR, the
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3. Reality (30 minutes) In a new co
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strategy can represent a suitable s
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Tip for employees: diet A conscious
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associated directly with CSR can be
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majority of the international commu
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OECD information about Hungary http
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esponsibilities of the countries sh
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Strategic tools for CSR 4.2. Intern
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and methods of sustainability analy
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Strategic tools for CSR 4.4. Ethica
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Or in the UK: The Co-operative Bank
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An online platform of the German fe
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Austria: The Austrian label for the
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The environmental label Green Touri
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Page 123 and 124: Strategic tools for CSR 4.8. Mentor
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Page 127 and 128: Strategic tools for CSR 4.9. "Carbo
Page 129 and 130: The Carbon Label (UK) http://www.ca
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Page 133 and 134: Fields of action of CSR 5.1. CSR at
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Page 149 and 150: Fields of action for CSR 5.7. CSR i
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Page 157 and 158: Fields of action of CSR 5.10. Ethic
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- Higher productivity, obtained thr
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Engagement for disadvantaged youth:
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harmful greenhouse gases tops the l
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additional flipchart paper to integ
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production at a high technical leve
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For what reasons is the company pur
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Best practice examples of CSR 7.10.
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sustainability, the company hopes t
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Best practice examples of CSR 7.11.
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vocational training. Moreover, WBM
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Exercise 7.12. (approximately 60 mi
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ecological environment, the topic r
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The fundamental stock-taking and as
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Simple steps to build your CSR stra
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plenum. In the discussion, consider
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questions. In doing so, the answers
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participants at the table are suppo
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B) Which additional values can be p
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http://ec.europa.eu/enterprise/poli
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The "Responsible partner" network i
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Subsidy award "Sustainable medium-s
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system. As a result of the company'
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What should CSR consultation pay sp
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What is Corporate Social Responsibility? - InnoTrain CSR

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