Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/17545
Título: A CSR and communication strategy for Worten
Autor: Cabral, Joana Rocha
Orientador: Agante, Luísa
Palavras-chave: Corporate social responsibility
Cause-related marketing
Communication plan
Data de Defesa: Jan-2013
Resumo: The 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.
Descrição: Field lab in marketing
URI: http://hdl.handle.net/10362/17545
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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