Denmark is considered a frontrunner country within the field of corporate social responsibility (CSR) (Aguilera et al, 2007; Brown et al, 2010; Campbell, 2007; Metaxas & Tsavdaridou, 2010). Therefore, it is interesting to examine how Danish companies work with CSR, especially because such a study has not been done before. For instance, we have quantitative studies about how many large Danish companies have a CSR policy, but a qualitative study about how and why Danish companies work with CSR does not exist. The following questions are the focus of the thesis: What is the nature of selected Danish companies’ CSR work? How does their CSR work correspond to the problems that exist in the industry of relevance? How and why does the degree of involvement vary from company to company and from industry to industry? The questions will be answered with a case study of six Danish companies from two different industries. The case study includes an analysis, the testing of a number of hypotheses proposed on the basis of CSR theory and a discussion hereof. The purpose of the case study is to assess the quality of the companies’ CSR involvement. The thesis examines, whether these six companies have a CSR involvement that live up to, what is to be expected of companies headquartered in a country that is considered to be a frontrunner in the field of CSR. The results of the case study are somewhat disappointing as the quality of the case companies’ CSR work is diversified. Especially the degree of the involvement varies. Some of the case companies show a high degree of involvement in CSR while other case companies have a degree of involvement that is so low that the CSR work in reality is without any value. Even though it is not possible to generalize with respect to all Danish companies on the basis of a case study of six companies, the results indicate that the companies of the frontrunner country, Denmark may not be as socially responsible as expected in the CSR theory. The thesis was not able to answer the question about why the quality of the CSR work varies from company to company and from industry to industry. Ultimately it is up to the managers of the companies whether or not they want the company to be socially responsible and to what degree. There are some indications that pressure from the society can be particularly influential when it comes to companies’ involvement in CSR. Therefore, an increased pressure from the society may be the way to make managers of Danish companies take a serious, relevant and meaningful responsibility.
|Educations||MA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis|
|Number of pages||96|