Index
Chapter 1: Introduction ...................................................................................................... - 5 - 1.1 Problem background................................................................................................ - 5 - 1.2 Main research question:........................................................................................... - 5 - 1.3 Relevance................................................................................................................ - 6 - 1.4 Structure of the thesis .............................................................................................. - 6 - 1.5 Methodology ............................................................................................................ - 7 -
1.5.1 Type of research ............................................................................................... - 7 -
1.5.2 Data gathering methods .................................................................................... - 7 - Chapter 2: Corporate social responsibility (CSR)............................................................... - 8 -
2.1 What is CSR?...................................................................................................... - 8 -
2.2 Conclusion ........................................................................................................ - 10 -
Chapter 3: effect CSR on reputation................................................................................ - 11 -
3.1 Reputation terminology ..................................................................................... - 11 -
3.2 Possible effect CSR on firm’s reputation ........................................................... - 12 -
3.3 Brand/cause fit .................................................................................................. - 12 -
3.4 Communication ................................................................................................. - 13 -
3.5 Conclusion ........................................................................................................ - 14 -
Chapter 4: Resource Based View of competitive advantage....................................... - 15 -
4.1 Resource based view of competitive advantage................................................ - 15 -
4.2 Conclusion ........................................................................................................ - 18 -
Chapter 5: Impacts on Competitive advantage. ............................................................... - 20 -
5.1 CSR leads to competitive advantage................................................................. - 20 -
5.2 CSR from a resource-based view...................................................................... - 21 -
5.3 Reputation in the resource-based view leads to competitive advantage ............ - 21 -
5.4 CSR as a firms resource ................................................................................... - 22 -
5.5 Conclusion ........................................................................................................ - 23 -
Chapter 6: Conclusion discussion and recommendations................................................ - 24 -
6.1 Conclusion ........................................................................................................ - 24 -
6.2 Discussion......................................................................................................... - 26 -
6.3 Recommendations for further research ............................................................. - 26 -
References...................................................................................................................... - 28 -