CSR in corona time

Eva Jaderná (), Jana Pechová () and Hana Volfová ()
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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

Marketing Science & Inspirations, 2020, vol. 15, issue 3, 2-21

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.

Keywords: corporate social responsibility; COVID 19; corona; internal stakeholders; marketing communication; stakeholders; triple-bottom-line (search for similar items in EconPapers)
JEL-codes: M31 M51 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:15:y:2020:i:3:p:2-21

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