Analýza CSR aktivit společnosti ŠKODA AUTO, a.s.

Abstract

This diploma thesis deals with the issue of corporate social responsibility (CSR) in the ŠKODA AUTO company. The work is divided into two parts. In the theoretical part, the author deals with basic terms, key moments in the history and basic concepts of CSR. Presented are standards, initiatives in corporate social responsibility and important subjects practicing CSR activities, both in the Czech Republic and internationally. Finally, the author tried to gather and define the latest news and trends that are changing the world in the 21st century in the field of CSR. The practical part introduces the company ŠKODA AUTO and its strategy to socially responsible behavior, showing the individual activities according to the three pillars of CSR. At the same time, the new, more strategic approach to corporate social responsibility in ŠKODA AUTO, which the company plans to implement, is introduced. Through a small case study, the author is focusing on one area which figures in this new CSR strategy, the education, and tries to suggest ways to make some activities more strategic, to extended or to reduce them.