CSR EMBEDDED IN THE CORPORATE DNA : A QUALITATIVE CASE STUDY OF CSR-BRANDING AND SUSTAINABILITY REPORTING WITHIN A NORDIC MULTI-BRAND ORGANIZATION IN THE BEAUTY INDUSTRY

Abstract: CSR-branding has gained recognition and promotes organizations to incorporate CSRinitiatives into their branding strategies. Conversely, executing an effective CSR-brandingstrategy presents challenges such as aligning relevant initiatives with the corporate brand,assessing internal resources, and engaging external stakeholders. In the beauty industry,sustainability is crucial due to concerns about its negative impact on society and theenvironment. To address these issues, companies need to prioritize social and environmentalsustainability in their practices and promote ethical and responsible consumption. In termsof communication of CSR activities and building trust with stakeholders, sustainabilityreporting plays a vital role. Companies that provide readable reports demonstrate theircommitment to ethical standards and stakeholder expectations. Although research on CSR- branding has increased in recent years, it primarily concerns the theoretical basis of theconcept, e.g., theoretical perspectives, integrative perspectives, and strategic perspectives.Practical examples of CSR- branding and related strategy and communication are relativelylimited.Hence, the thesis purpose is to analyze how a Nordic multi-brand organization in the beautyindustry integrates CSR- branding practices at both the organizational and divisional levels.Simultaneously, the thesis aims to investigate how CSR-branding is reflected insustainability reporting. The analysis is conducted by a case study of a Nordic organizationbelonging to a global organization. The global organization is one of the largest cosmeticscompanies with a presence in several countries and a portfolio of over 30 brands acrossvarious categories, structured according to four divisions. The organization has a strongmarket position, due to its wide range of products, innovative research, development,marketing strategies, and commitment to sustainability. The Nordic organization is relatedto the global one but includes the Nordic markets and their operations in that context. Theanalysis includes a qualitative method of interviews with personnel of the company and ananalysis of the organization's sustainability report in recent years.The research findings indicate that the Nordic organization holds a network perspective ofCSR- branding and prioritizes its environment, i.e., economic, social, and environmentalissues and stakeholders. Nevertheless, the organization's commitment to sustainability is notonly aimed at corporate branding, but rather as an overarching strategy embedded in thecorporate DNA. The concept of glocalization is identified, i.e., the combination ofglobalization and localization. Referring to how the organization operates with a customizedsustainability strategy based on country and divisional needs. Furthermore, the researchidentifies two types of complexities: multi-brand complexity, i.e., how there may bedifficulties in implementing sustainability initiatives in relation to brand identity. And,communication complexity, i.e., internal, and external communication difficulties tostakeholders with reference to the scope of the organization. Lastly, the research findingsare illustrated in a theoretical model and contribute to the existing research by providing acase example of CSR- branding within a Nordic organization in the beauty industry.