Corporate Social Responsibility : De bakomliggande faktorerna och införlivningen i varumärket

Sammanfattning: Background: Both CSR and brands has taken a bigger role in todays market. Consumers have become more aware of how the companies drives their businesses. Beacuse of that, companies needs to adapt a CSR-program for their business. Problem discussion: Since having a CRS-program has become a demand on companies and their brands ,we find it interesting to search the underlying factor which affect the choice of which CSR- program a company chooses. Aswell as how they use this program strategic. Questions: Which factors and stakeholders affect a companies choice of philantropic CSR? How does companies differentiate / position their brand through their philantropic CSR? Aim: To disclose the underlying factors to a companies choice of philantropic CSR aswell to conclude how they use this program in a strategic way. Method: This study is using a qualitative approach where the primary data has been collected through interviews. All of the subjects has been an employee of the two companies in question, Folksam and Skandia. The studies primary data has then been analyzed through its secundary data, such as theories and previsouly done research in the same field. Conclusion: Skandia and Folksam are different in their choosing of a CSR-program, their underlying factors aswell as how they use their philantropic CSR in a strategic way. Skandias CSR-programme has been influenced by external factors, where Folksams program has been influenced by internal. The studie also shows that Skandia is using their philantropic CSR to differentiate and position their brand where Folksam is using their other CSR to do this.