Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/17562
Título: A CSR communication strategy for Ibersol: fighting hunger in Portugal
Autor: Moreira, Mariana Mendes Lima Arnaut
Orientador: Agante, Luísa
Palavras-chave: Corporate social responsibility
Communication
Ibersol
Hunger
Corporate image
Data de Defesa: Jan-2013
Resumo: The purpose of this Work Project is to develop a Corporate Social Responsibility Communication Strategy for the restaurant group Ibersol, more specifically for the brands Pizza Hut, Burger King, Pans & Company, KFC and Pasta Caffé. The proposed CSR Strategy includes Cause-Related Marketing, Corporate Fundraising and Employee Volunteering initiatives, which aim at fighting hunger in Portugal while enhancing the brand image of Ibersol as a group and of each brand individually. Secondary and primary researches were conducted to ensure the feasibility of the initiatives, and their ability to successfully meet the defined communication and fundraising goals.
Descrição: Field lab in marketing
URI: http://hdl.handle.net/10362/17562
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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