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008			100601s2008 th uu|m rtt 0| a1eng d
035			_a.b12077598
099		9	_aAIT RSPR no.SM-08-21
100	0		_aNguyen Ngoc Diep Anh
245	1	0	_aCorporate social responsibility : _bis it a brand core value? : a case study of Kuoni DMC
260			_aPathum Thani, Thailand : _bAsian Institute of Technology, _c2008
300			_a47, [44] leaves : _bill.
490	1		_aResearch studies project report ; _vno. SM-08-21
500			_aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Public Management
502			_aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008
520			_aThe main objective of this study is to investigate the relationship between CSR and branding in order to ascertain whether CSR is a brand core value. Definitions of CSR are discussed before three methods of integrating CSR into business strategy such as integrated, selective and invisible are studied. Then strategies for communicating CSR are highlighted, as it is a way to "walk the talk". Based on the literature review a case study of Kuoni Group, a leading tour operator in tourism industry, is conducted to illustrate how a travel company practices CSR. As tourism is a double-edged sword, it has both positive and negative impacts on environment and society. It generates development, jobs, income and culture exchange but at the same time it sometimes destroys cultures and landscapes, contributing to global warming and environmental pollution. Practicing CSR can enhance the positive impact of tourism on people, destinations and economies. In addition, there are other reasons why CSR is needed for the travel company, such as customer demand, innovative products, and a way to increase the corporate brand awareness and reputation. However, how to benchmark CSR and how to measure the impact of CSR on brand are still questions which need to be answered. Therefore it might be too early to conclude that CSR is a brand core value.
650		0	_aSocial responsibility of business
650		0	_aTourism _xSocial aspects
700	1		_aDimmitt, Nicholas J., _eExamination Committee
700	0		_aDonyaprueth Krairit, _eExamination Committee
700	1		_aNeal, Mark W., _eExamination Committee
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-08-21
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B01580
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