The importance of CSR in developing the reputation of coffee shop companies in Vietnam

University essay from Jönköping University/IHH, Företagsekonomi

Abstract: Background Corporate Social Responsibility (CSR) has been an important concept for decades. Since then, it has gradually become one of the standard business practices. Due to a vast stream of amelioration about the concepts and practices, CSR has grown and expanded its focus to a global scope. The research study is particularly focused on coffee shop companies in Vietnam. It is stated that Vietnam is one of the two major coffee exporting countries in the world. Coffee is one of the traditional beverages in Vietnam as a consequence of the influence of the French colonial period. In the vortex of globalization, a lot of new concepts have raised, such as the CSR concept, sustainability. So, to keep pace with the changes in the world, Vietnam cannot be out of that growth circle.   Purpose The purpose of this thesis is to examine and identify the importance of Corporate Social Responsibility in developing the reputation of coffee shop companies in Vietnam. Method A Qualitative Research study was conducted in order to fulfill the purpose and research question of the study. The qualitative data was collected through semi-structured interviews. These interviews were carried out from both the customers and coffee shop companies in order to get the best results. Conclusion The findings from our research showed the series of advantages that CSR activities bring to a company, especially in terms of improving reputation in the industry of coffee shops. Even though this is seen as a new topic in Vietnam, many companies are adopting and putting more attention on it.

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