Creating Costumer Value in Corporate Social Responsibility for Cultural Heritage

Corporate social responsibility (CSR) is described as companies' voluntary practices on social and environmental issues. It is employed as a PR activity which also gives consumers a positive company image and provides sustainability and profit increase for the benefit of the company. Namely, consumers become one of the crucial parties that companies deal with because the view is that consumers are prone to buy products produced by the companies with CSR. However, consumers should perceive an added value for themselves provided by these products. At this point, subject of CSR is important to create this added value and cultural product may be a good issue which customers may feel good to be involved. In other words, the more companies benefit from valorization of cultural products in the context of CSR, the more consumers perceive added value for themselves. This chapter aims to provide a comprehensive overview the relationships among CSR, cultural product, and customer value.

University Social Responsibility for Students' Employability

The world is facing the notion of social responsibility wherever it turns. In this context, corporations and also universities are encouraged to behave socially responsibly. The responsibility of the universities is emphasized, as an educational institution, to improve the employability of their graduates. Graduate employability depends, among other factors, on external determinants of the student, which the university can influence. However, there is no consensus on how to measure them, and the scales developed to date have not been properly validated. The chapter proposes scales to measure the determinants of employability related to the university: university institution, university faculty, and teaching staff. The results show the structure of these scales, based on a sample of 816 students, and assesses its psychometric properties: content validity, dimensionality, reliability, and convergent, discriminant, and nomological validity. These scales can be used for future studies in behavioural psychology, human resources management, or education.

CSR and ICT

In line with the recent tendencies of limited natural resources, demographic development, dematerialization, and digitalization, this chapter underlines the necessity of deepening the role information and communication technologies (ICTs) play for corporate social responsibility (CSR) challenges. In fact, due to the diffuse integration of ICT into most of people's and firms' daily activities, companies cannot neglect the role of ICT in shaping CSR strategies. Hence, ICT has the potential to support the three main aspects of sustainable development—people, profit, and planet—which can be found in the so-called triple bottom line approach (TBL). However, the role of ICTs in supporting the shear zones between the abovementioned lines still counts a lack of contribution. Through a systematic analysis of the literature, the chapter affords insights for a further advance compared to the extant literature as the content analysis provides a description of how ICT support the sub-dimensions included in the three shear zones.

Is It Farcical Defending Corporate Responsibility?

Who is exempting corporations from social and other responsibilities and why? For sure, CSR is now an old phenomenon; then why the continued fuss about it? Or has the meaning changed over time? The posers are plenty but the grouse for why the debate has endured is hinged on one main recurrent claim: CSR fritters away profits. This cliché has been sustained even as it is built on quicksand. Briefly, corporations are legal persons, not persons in flesh and blood. But despite this differentiation, both types of persons aspire to identify with ethical attributes such as accountability, trustworthiness, reliability, and fidelity. Hence, the author contends that corporations belong to the moral community. As such, corporations are judged on similar moral yardstick as persons with flesh and blood on conduct that they similarly share. This notion forms the core argument for this chapter while emphasizing that CSR is indispensable.

CSR in Cultural Organizations

In this chapter, the authors approach the theme of the definition and classification of CSR for cultural organizations according to the major international literature review dealing with the issue. They argue for more theoretical discussion into the valorisation dynamics of CSR, drawing from the consideration that the CSR could be strategic for cultural organizations as a serious object of investigation despite its managerial and sustainability significance. Starting from the analysis of the main literature on CSR in cultural organizations context, the authors show a valorisation model. As a result, the aim of this chapter is to define the unique dynamics of the valorisation model for cultural organizations in a CSR perspective.

Sustainable Digitization of Cultural Heritage Through CSR

The enhancement of artistic and cultural heritage has been a recurrent theme in the scientific and cultural debate. It has also been in the political agenda of many countries over the past few decades. This chapter aims at highlighting the complex relationship existing between digitization aimed at improving the management and enjoyment of museums' cultural heritage. In essence, the research question (RQ) is as follows: Is the digitization of museums only an economic activity or is it rather a new form through which social responsibility can materialize? Keywords: CSR, Virtual, musealization, digital, Heritage, accountability

Corporate Social Responsibility (CSR) as a Co-Creative Culture of Sustainability

This chapter aims to address corporative social responsibility (CSR) as a key element of co-creative culture in developing sustainability in practice of regional innovation. This point is drawn from a lesson learned from a case study of a renewable energy project, which is called Winds of Change (WoC) in Denmark. In this chapter, the authors firstly regard creativity as a pathway to develop sustainability from a socio-cultural approach that also provides a basis of understanding that in the practice of developing sustainability, it requires a co-creative culture. Therefore, they use a systems view and examine co-creative behaviors in the case of WoC through the interplays between three dimensions including domain, field, and individuals (or organizations). Using this case, the authors conclude that a better sustainable world requires a better practice of CSR among organizations based on which the different actors should contribute to their cooperative efforts in a co-creation process of developing sustainability.

Effect of Corporate Cultural Responsibility on a Company's Financial Performance and Brand Image

This chapter examines the concept of institutional cultural responsibility and the effect of corporate cultural responsibility on financial performance and brand image within the framework of the corporate cultural responsibility project implemented by a Turkish petroleum company. This company has been working on several CSR projects for more than 20 years. With these projects, they won the Lovemark award from the Ipsos research company for the third time. The projects helped the company to increase its market share and its brand loyalty among customers. This research focuses on the CSR project in which the company rehabilitated the Gallipoli War areas from 1915.

Dimensions of Corporate Social Responsibility in the Hotel Industry

Corporate social responsibility(CSR) has evolved from philanthropic to business strategy. CSR implies acceptance of the benefits it generates in companies where they are implemented such as financial performance, customer satisfaction, or organizational legitimacy. The objective is to test the level of implementation of CSR policies in Melia Hotels International, which is the leader in the Spanish hotel industry. The methodology used is the case study. Strategic plans, CSR reports, web information, and a survey of CSR director of the company have been analysed. The results confirm the concern they have for each interest group, as well as showing a clear commitment to the environment. The managing of its reputation and image is evidenced by its commitment to comply with the principles of the Global Compact and its evolving in Merco corporate reputation ranking. The main conclusion of this chapter has been that Melia Hotels has a correct integration of the policies of CSR in the general strategy of the company.

Characterization of Cultural Enterprises in Spain

Culture is an enriching element of society. Those companies that focus their activities in the cultural field can contribute greatly to the generation of monetary and non-monetary value, and thus, it is important to study the economic impact of the cultural activity. This analysis has not been carried out without difficulties. Apart from the peculiar nature of the cultural product, with a possibly greater symbolic value than the one in use and the existence of sunk costs, we have to add the difficult characterization of what a cultural enterprise is. The authors tried to describe the economic dimension of cultural enterprises in Spain by using the classification model proposed by UNESCO, complemented by the EUROSTAT methodological development. They tried to see the possible differences between cultural and non-cultural enterprises and also among the various types of cultural enterprises for this chapter. The results show that cultural enterprises are less profitable than the non-cultural ones, and contrary to what might be expected, they receive fewer subsidies than non-cultural companies.