Společenská odpovědnost firem

Master thesis deals with corporate social responsibility (CSR) as one of the ways of modern management. This concept says that companies should behave responsibly to society, decrese the negative impacts and increase the positive ones. In addition to making profit, the companies should put efforts to enhance society welfare. The aim of this thesis is to describe the concept of corporate social responsibility, the possible strategies and to evaluace the concept with the example of a particular company. The theoretical part contains the history of the concept, its trends and it tries to anticipate its future according to the expert studies. It also defines stakeholders as important groups of partners that are infulenced by the company and its business, and suggests possible dialogue with these partners. Theoretical knowledge is applied to a particular company, in this case the British firm Marks & Spencer. Nowadays, Marks & Spencer is one of the leading companies in the field of social responsibility and has a very detailed concept of social responsibility - Plan A - which is unique in its extensiveness and thorough reporting. The Plan A is reviewed for suitability of its CSR communication strategies through a research with dozens of participants.