Uniwersyteckie Czasopisma NaukoweCorporate social responsibility in the beverage industry – a case study of Carlsberg
Słowa kluczowe:
beverage industry, corporate social responsibility, Carlsberg, national cultureAbstrakt
The article explores how the Carlsberg Group understands corporate social responsibility and what measures it takes to implement it within the company. The case study is based on an analysis of a number of academic sources and qualitative research in the form of individual in-depth interviews. In total, 15 valid interviews with high- and low-ranking CG employees were conducted. The results show that in the last 10 years Carlsberg has intensified its CSR efforts, which it seems to be treating strategically rather than instrumentally, and that the way it conceptualizes and implements this idea strongly reflects the spirit of Danish national culture. They also give insight into how CG employees perceive those initiatives. The article thus contributes to the sparse literature on CSR and the relatively small body of case studies in the beverage industry.
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