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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/59386

    Title: 以品牌價值觀點探討企業社會責任施行與成效:以Diageo為例
    Performance Evaluation on Corporate Social Responsibility in Alcohol Industry from the Perspective of Brand Value: A Case Study of Diageo
    Authors: 黃筱如
    Contributors: 黃秉德
    Keywords: 企業社會責任
    Corporate Social Responsibility
    Brand Value
    Controversial Industry
    Date: 2012
    Issue Date: 2013-09-02 16:15:03 (UTC+8)
    Abstract: 企業試圖在消費者心中建立強勢品牌,因為品牌能夠企業的差異化工具以及競爭能力,而使得銷售增加並回饋到營業利潤。此外,消費者也願意支付溢價購買那些他們知曉且令他們信任的企業品牌所生產之產品及服務。第三方公信單位的年度全球品牌調查更證明了,品牌已勝以往更具價值,而品牌正如同其他重要投資,需要受到嚴實的保護已確保企業長存久治。


    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.
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    1. Brand Finance. (n.d.). Global 500 2012. Retrieved 20th June, 2013, from http://www.brandfinance.com/knowledge_centre/reports/?page=2
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101380027
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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