Danish SME’s are subject to an increasing pressure from the government and from their customers and business partners, to demonstrate and document their social responsibility. The government has also made it a goal to make Danish SME’s work more strategically with CSR. However, CSR is a very complex concept, because there is no common understanding of what it means and because it is closely connected with the company's other business areas. This diversity makes it difficult for SME’s to understand what CSR means and how they can manage CSR in practice. The purpose of this thesis was to identify a specific SME’s work with CSR in order to illustrate the complexity of CSR in practice. And to assess the opportunities of SME’s to practice CSR on a strategic level. Based on our analysis of Christiansen & Essenbæk A/S’ CSR activities, we conclude that the complexity of CSR restricts the company's strategic work in the field. However we conclude that strategic CSR is possible for SME’s, though it requires an awareness and clarification of the concept of CSR amongst SME’s and that they realise that there is no conflict between social responsibility and profit. If we as society will promote strategic CSR among SME’s, it is necessary that the government, municipalities, trade associations, etc., make a greater effort to communicate CSR as a management tool that will strengthen their business and image as socially responsible.
|Educations||MSc in Organisational Communication, (Graduate Programme) Final Thesis|
|Number of pages||177|