Philanthropic Motivation : A Study of CSR in the Workplace

Sammanfattning: In the present study, the topic under scrutiny is how Philanthropic Corporate Social Responsibility plays a role within the workplace. This study is being presented due to the fact that CSR is often researched with the frame of reference of marketing, whereas the managerial perspective is not often considered. The research question addressed will take a managerial perspective on CSR and examine if implementing Philanthropic CSR only affects extrinsic factors, or if it also has an intrinsic effect on employee motivation. In this research, the questions undergoing discussion to support the study are 1) To what extent does CSR motivate employees? 2) What involvement level of CSR is required for employee motivation? 3) What level does CSR fit into on Maslow’s Hierarchy of Needs? This thesis focuses mainly on connecting Philanthropic CSR to Maslow’s Hierarchy of Needs. Other supporting theories that will be used include: Herzberg’s Motivation Hygiene Theory, McGregor’s X and Y Theory, Self-Determination Theory, and Motivational Crowding Theory. To conduct the research needed, the authors have conducted a deductive study through a comparative design, obtaining qualitative data by the means of semi structured skype interviews. These interviews focus on American for-profit companies that have CSR in their strategy but focus on profit. The data collected has then been analyzed through a thematic approach. The information obtained suggests that Philanthropic CSR plays a role within the workplace, however, it is not seen as an incentive by employees. Moreover, an employee must be personally involved within the company’s CSR program to fully feel the effects that the program has to offer. This is due to the emotional investments made while participating in the said philanthropy. The conclusion found from this study is that Philanthropic CSR does have an intrinsic effect on employees because of the ‘feel good feeling’ they benefit from when they do participate in the Philanthropic CSR. However, to fully understand the effects of the motivational aspects, further research must be conducted.