A CSR and communication strategy for Worten

Abstract

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.