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论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2011-05-03编辑:anterran点击率:11080
论文字数:7614论文编号:org201105031123245298语种:英语 English地区:英国价格:$ 66
关键词:University of StirlingFood Companiesin China \CSR Practice Do
Chapter 1 Introduction
This chapter provides an outline of the research which includes the aims of the research, research area and the structure of this study.
1.1 Research Aims
In recent decades, food companies tend to gain more attention on their social responsibility issues while they are getting profits from the business.
Since the scandal of “Chinese milk powder contaminated with melamine sickens 1,253 babies” (The Times, 2008), “The cancer-causing food colouring, Sudan I, was found in the sauce in KFC New Orleans roast chicken wings and chicken hamburgers” (China Daily, 2005) were revealed, corporate social responsibility (CSR) in food industry tends to be a hot topic including issues in terms of food quality, environmental concern, community communications, etc. In such a highly competitive food retail market, consumers have quite lot of choices. Therefore, CSR can be a value added factor to make the company stand out.
So, an increasing number of food companies are trying to earn a positive reputation which may lead to market share increase.
This dissertation suggests research on the below issue:
How can food companies in China do, to leverage CSR practice in their business?
The overall objectives of the investigation:
To reveal the actual circumstances of CSR practice in food manufacturing companies
To evaluate what factors make CSR activities successful among consumers and publics
More precisely, the research investigates the effectiveness of the combination of CSR and PR in the public communications of the food companies and how CSR affects their business as well as reputation management.
1.2 Background and Focus
Chapter 2 - Literature Review
This literature review aims to provide an overview of what have been approached about corporate social responsibility as well as to develop an understanding of some writers and researchers and their particular perspectives on the current circumstance of CSR in contemporary public relations practice in China. In this chapter, different literature about CSR and its practice will be reviewed and commented.
Historical Corporate Social Responsibility
CSR and Public Relations in China
Chapter 3 - Research Design and Methodology
In this section, the data capture methods and data analysis process will be set out. The limitation and ethic issues of these research methods will be explained as well. The method used in the research can be deemed as a mixed method, which includes qualitative research and quantitative research. In-depth interview was the primary research method and survey investigation was a supportive method to rich the data collection so as to provide enough information to be analyzed.
3.1 Research Objectives and Purposes
As was mentioned in the introduction (Chapter 1), the aim of this study is to help food companies to reallocate objectives and strategy for their CSR activities. CSR is often deemed as a tool of PR and marketing communications promotion.
The following are the main focuses of this research:
To identify what food companies did for their CSR as well as the ethical issues they are facing.
To investigate the critical f本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。