FROM CLIMATE CHANGE TO CUSTOMER DIALOGUE-CSR IN THE SERVICE SECTOR

Abstract

Strategically, corporate social responsibility (CSR) is important for the competitiveness of enterprises. CSR requires engagement with internal and external stakeholders and it can bring benefits such as cost savings, better customer relationships and human resource management, and more innovations. It can also create new markets and opportunities for growth. The main purpose of this study is to describe what the benefits of CSR are, along with the challenges and ways of cooperating in general, especially in the service sector. The qualitative research is based on two well-known Finnish organizations, Fazer and Kesko, annual reviews and corporate responsibility reports from 2011. According to the results, CSR is a part of day-to-day management and the CSR concept is very broad. It contains many different issues from climate change to customer dialogue. Companies are also ready to take courageous decisions, if these decisions support their own strategy. Results also show that not only the business size, but also the ownership structure seems to affect companies’ CSR choices.