Vliv společenské odpovědnosti firem (CSR) na konkurenceschopnost podniku

The bachelor thesis focuses on the relationship between the concept of Corporate Social Responsibility (CSR) and increasing the competitiveness of the company. The aim of the thesis is to investigate whether the implementation of CSR strategies can contribute to improving the reputation of the company, strengthening customer loyalty and attracting young employees. Data was collected through a combination of questionnaire surveys and qualitative interview with a representative of a selected company. The results suggest that CSR can be perceived as an effective tool for increasing a company's competitiveness and representing a significant competitive advantage – it enhances a firm's credibility, promotes customer loyalty, increases applicants' interest in working for the company and contributes to financial stability. However, different target groups focus on different areas of CSR, which highlights the need for a strategically balanced approach in its implementation.