Att vara eller icke vara ansvarsfull : En fallstudie om en kommunikationsbyrås samhällsansvar

Title: Att vara eller icke vara ansvarsfull - En fallstudie om en kommunikationsbyrås samhällsansvar Authors: Anna Larsson, Sofie Odén Number of pages: 65 This study propose to increase the understanding of how a communication agency is working in relation to Corporate Social Responsibility. To narrow the field of study this thesis was conducted from a stakeholder perspective. The empirical material has been acquired through a qualitative study. To get a clear and valid view of the given results three methods were completed to complement and strengthen each result. The three methods are qualitative content analysis, focus group and individual interview. The empirical material was later contextualized in the analysis through the theory of Corporate Social Responsibility with the chosen perspective from researcher Archie B Carroll and his metaphor about the CSR Pyramid. The results of the study yielded, after analyzing the transliteration of the focus group and the personal interview, together with the result from the content analysis, results indicating that the company is working with respect to all four of Caroll’s areas for responsibility. The result is affecting the society because of the great impact a communication agency has on the society. By communicating in a responsible way and by being responsible a communication agency can affect the society in several good ways. Keywords: Communication agency, Corporate Social Responsibility (CSR), Caroll's CSR Pyramid, Strategic communications, Stakeholder perspectiv