A CSR and communication strategy for Worten

Bibliographic Details
Main Author: Cabral, Joana Rocha
Publication Date: 2013
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/17545
Summary: Field lab in marketing
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spelling A CSR and communication strategy for WortenCorporate social responsibilityCause-related marketingWortenCommunication planDomínio/Área Científica::Ciências Sociais::Economia e GestãoField lab in marketingThe aim of this work project is to suggest a corporate social responsibility and communication strategy with a central element: a social responsibility mechanic focused on the Christmas period for Worten, the retail leader in home appliance and consumer electronics in Portugal. To identify consumers’ perceptions regarding corporate social responsibility, Worten and the willingness to participate in the proposed activities, qualitative and quantitative researches were conducted within the adoption of the Creative Business Idea model. The strategy proposal is based on the support of local communities and of social strata vulnerable to the current crisis through the partnership with a national NGO with local delegations. Cause promotion, cause-related marketing and community volunteering are the tools used to pursue the CSR strategy proposal.Agante, LuísaRUNCabral, Joana Rocha2016-05-25T09:57:10Z2013-012013-012013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/17545enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:21:48Zoai:run.unl.pt:10362/17545Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T16:52:27.789973Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv A CSR and communication strategy for Worten
title A CSR and communication strategy for Worten
spellingShingle A CSR and communication strategy for Worten
Cabral, Joana Rocha
Corporate social responsibility
Cause-related marketing
Worten
Communication plan
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short A CSR and communication strategy for Worten
title_full A CSR and communication strategy for Worten
title_fullStr A CSR and communication strategy for Worten
title_full_unstemmed A CSR and communication strategy for Worten
title_sort A CSR and communication strategy for Worten
author Cabral, Joana Rocha
author_facet Cabral, Joana Rocha
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Cabral, Joana Rocha
dc.subject.por.fl_str_mv Corporate social responsibility
Cause-related marketing
Worten
Communication plan
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Corporate social responsibility
Cause-related marketing
Worten
Communication plan
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Field lab in marketing
publishDate 2013
dc.date.none.fl_str_mv 2013-01
2013-01
2013-01-01T00:00:00Z
2016-05-25T09:57:10Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/17545
url http://hdl.handle.net/10362/17545
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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