Společenská odpovědnost ve vybraném podniku
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Date
2023-08-29
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Abstract
Diplomová práce se zabývá problematikou společenské odpovědnosti podniků. Za pomoci odborné literatury je koncept CSR definován, popsán jeho vývoj, charakteristické znaky a tři hlavní pilíře. Dále jsou zmíněny vybrané organizace podporující rozšiřování CSR a některé normy z této oblasti. Popsána je rovněž implementace CSR do firemní strategie, její komunikace a reportování. Dále je v práci představen řetězec rychlého občerstvení McDonald's. S pomocí analýzy jsou popsány CSR aktivity společnosti na území České republiky a zejména v libereckém a mladoboleslavském regionu. V tomto regionu proběhl marketingový výzkum mezi zaměstnanci společnosti Meki s.r.o. týkající se CSR. Na základě výsledků výzkumu jsou navržena opatření a doporučení ke zlepšení současného stavu CSR aktivit a spokojenosti zaměstnanců ve společnosti, což bylo hlavním cílem diplomové práce.
The diploma thesis deals with the issue of corporate social responsibility. With the help of professional literature, the concept of CSR is defined, its development, characteristics and three main pillars are described. Organizations supporting the expansion of CSR and selected standards in this area are also mentioned. The implementation of CSR into the corporate strategy, its communication and reporting is also described. The diploma thesis also presents the McDonald's fast food chain. With the help of the analysis, the CSR activities of the company in the territory of the Czech Republic and especially in the Liberec and Mladá Boleslav regions are described. Marketing research was also conducted among McDonald's employees in this region regarding CSR. Based on the research results, measures and recommendations are proposed to improve the current state of CSR activities and employee satisfaction in the company, which was the main goal of the diploma thesis.
The diploma thesis deals with the issue of corporate social responsibility. With the help of professional literature, the concept of CSR is defined, its development, characteristics and three main pillars are described. Organizations supporting the expansion of CSR and selected standards in this area are also mentioned. The implementation of CSR into the corporate strategy, its communication and reporting is also described. The diploma thesis also presents the McDonald's fast food chain. With the help of the analysis, the CSR activities of the company in the territory of the Czech Republic and especially in the Liberec and Mladá Boleslav regions are described. Marketing research was also conducted among McDonald's employees in this region regarding CSR. Based on the research results, measures and recommendations are proposed to improve the current state of CSR activities and employee satisfaction in the company, which was the main goal of the diploma thesis.
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CSR, McDonald's, spokojenost zaměstnanců, společenská odpovědnost firem