Corporate social responsibility

The diploma thesis is focused on important issues in corporate social responsibility (CSR). The first part of the work introduces CSR conception, its history, development and today's role in international, national and business context. Next chapter takes to parts the process of implementation of CSR principles into the business strategy. Last chapter of theoretical part deals with communication in CSR field. Practical part performs confrontation of CSR strategy of GE Money Bank and its corporation (General Electric). There is the list of positives, negatives a recommandation for improvement shown at the end. The second part of practical work introduces and evaluates CSR communication in GE Money Bank. Main purpose of this thesis is to create the list of all important benefits, risks and deficiencies in the CSR concept. The goal is achieved in all parts of the work. summary of benefits and possible risks stays in theoretical basis and also in evaluation. The second effort is to confirm hypothesis that communication is the key tool of success in implementation and aplication CSR principles into business strategy. Theoretical finding and also evaluation of communication CSR strategy in GE Money Bank, a.s helps to validate this statement