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CSR in corona time

Author

Listed:
  • Eva Jaderná

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Jana Pechová

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Hana Volfová

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

Abstract

The paper aims to present CSR activities in the Corona Time and internal stakeholders´ perception of these activities. Many of successful business would like to be more social responsible not only in usual time period, but during the crises, too. They would like to support and help the society. The paper introduces the Case Study of SKODA AUTO. How the business helped the society by CSR activities, and how the internal stakeholders perceive these activities. The description of the perception is based on the survey organized in May/June 2020, immediately after the quarantine and reducing of emergency measure. The sense of the CSR activities is in their marketing communication, too. Therefore, the attention of researchers was focused on the effectiveness of the marketing communication to internal stakeholders.

Suggested Citation

  • Eva Jaderná & Jana Pechová & Hana Volfová, 2020. "CSR in corona time," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(3), pages 2-21.
    • Handle: RePEc:cub:journm:v:15:y:2020:i:3:p:2-21
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    More about this item

    Keywords

    corporate social responsibility; COVID 19; corona; internal stakeholders; marketing communication; stakeholders; triple-bottom-line;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

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