Porovnání komunikace ESG strategie automobilových výrobců

This bachelor thesis focuses on the analysis and comparison of ESG communication of selected automotive companies. The aim is to examine how individual car manufacturers present their ESG strategies and to identify key differences in their approaches. The research is based on a qualitative content analysis of ESG reports, evaluated according to twelve predefined criteria. These included, for example, transparency, structure of communication, stakeholder engagement, use of narrative elements, accessibility of information, and the risk of greenwashing. Each company was assessed using this scoring matrix, which enabled a detailed comparison and the identification of both best practices and significant shortcomings. Based on these findings, the thesis summarizes the key differences in ESG communication among the companies and formulates recommendations for improving the individual reports.