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The influence of CSR initiatives on organisational identification : a case study with Kraft Heinz

Reis, Raquel (2021) The influence of CSR initiatives on organisational identification : a case study with Kraft Heinz.

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Abstract:Recent studies show that the relationship between individuals and organisations are changing. In the past, Corporate social Responsibility (CSR) was seen as an obligation or a way to maximise profits. Now, CSR is perceived as a competitive advantage and a way to have important and valuable impact in the society. With this change in perpcetion, employees expect companies to have a stronger focus and more initiatives involving CSR. Additionally, employees want to work and be part of organisations where there is a fit and connection between personal and organisational values. Based on this, this research analyses the influence CSR initiatives can have on the employee’s organisational identification. In order to obtain and understand the topic from a practical point of view, a case study was developed with the employees of Kraft Heinz Netherlands. The chosen method for this analysis was semi structured interviews, as it allows the researcher to ask open ended questions and get answers that reflect the individual´s thoughts. Additionally, the Critical Incident Technique (CIT) was applied in the interviews in order to obtain more personal responses based on real experiences. Findings of this study show that CSR is a factor that can influence the way the employees perceive and therefore, identify themselves with the organisation. The participants presented a positive perception of CSR and the majority of the employees has demonstrated a desire to work for a company where they can feel proud of, or where they feel positive about the impact that the company has in the society, communities and environment. However, this is not the case for every participant. For some, CSR is an important topic, they consider it to be important for them as individuals and this results in a higher willingness to participate or be involved in CSR initiatives at Kraft Heinz. However, it is about the topic itself, and not about the organisation. Through the perceptions and opinions of the participants, it was possible to identify aspects that are important for them, how organisations can combine CSR initiatives and the employees, and the consequences for the organisation and for the employees as individuals. Key words: Organisational Identification, CSR, Social Identity Theory, Self-Categorization Theory, Fast Moving Consumer Goods Industry.
Item Type:Essay (Master)
Kraft Heinz, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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