Performance Evaluation on Corporate Social Responsibility in Alcohol Industry from the Perspective of Brand Value： A Case Study of Diageo

• Main Author: 黃筱如
• Other Authors: 黃秉德
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/t7an7j

碩士 === 國立政治大學 === 商管專業學院碩士學位學程(AMBA) === 101 === Corporates intend to build up powerful brand images and grow brand value due to brand can differentiate corporates. Corporate social responsibility (CSR) has become an influenceal concept and tool for corporates’ self-promotion. CSR not only establishes emotional connection with consumers but also create linkage of corporate brand and various stakeholders. If corporates devoted into CSR and decided to spontaneously disclosure information to the public regarding internal operations and external communications, CSR activities can promote brand reputation, obtain competitive advantage and eventually accumulate brand value. By using the strategic management tools of value chain and diamond model, the paper discovers that Diageo runs a very successful CSR program with outstanding performance. Diageo evaluates its corporate abilities and observes industry activities from strategy perspective both inside-out and outside-in to develop a comprehensive CSR project that takes economy, society and environment into consideration. CSR is fully integrated into business strategy and day-to-day operations to manage foreseeable enterprise risk. It results in enhancing core competence among other industry competitors, creating shared value with stakeholders, and last but not least is to stabilize corporate reputation to achieve the goal of intensifying brand value.