Mcdonalds

5405 mots 22 pages
|Case Study Report |
|BAT Reputation – Bad reputation? |
|How does British American Tobacco use corporate communication to eliminate the impact of its products’ core characteristic – health |
|damage risk – on the company’s reputation? |
| |
| |
|2010 |

Table of contents

1. Introduction 2

2. Case study problem and organizational approach 3

2.1. Description of the organization: British American Tobacco 3
2.2. The BAT vision and approach 3

3. Corporate communication at British American Tobacco 5

3.1. Sustainability 5
3.1.1. Marketing 5
3.1.2. Manufacturing and production 6
3.1.2.1. Economic contribution 6
3.1.2.2. Socially Responsible Production 7
3.2. Health issues 7
3.2.1. Providing information 7
3.2.2. Harm reduction 8
3.2.3. Youth smoking 8
3.2.4. Research and Development 9
3.3. Operating responsibility 10
3.3.1. CSR 10
3.3.2. BEST 11
3.3.3. Environmental management 11
3.3.4. Corporate Social Investment (CSI) 12
3.4. Good corporate citizenship, a key to success 13
3.4.1. Dow Jones Sustainability Index 14
3.4.2. Local recognitions 14

4. Summary 15

References 16

1. Introduction

Corporate social responsibility, mostly quoted as CSR can be the most important point in corporate communication for some

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