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The role of corporate social responsibility in development of communication with external stakeholders and environmental protection – an example of a telecommunications company

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Szopiński W. , Kawa M. , Surmacz T.

tom z. 152

209--217

Purpose: The concept of CSR is one of the most important topics from the point of view of both scientific research and companies’ actions. Although corporate social responsibility seems to be common practice, however in many cases, these are often one-time actions aimed at building firms’ image. The paper tries to look at this issue from a perspective of a telecommunications company. Design/methodology/approach: Secondary sources of information were used as well primary ones, obtained by the means of direct interviews conducted in a company providing telecommunication services, using an independently prepared, unstructured questionnaire as the research tool. The data obtained was analyzed using the inductive-deductive method. Findings: The CSR initiatives undertaken by the studied company proves that it develops good, long-term relations with its stakeholders such as suppliers and business partners, clients as well as the local government. The corporate social responsibility is incorporated in company’s organizational culture and it cannot be treated as one-time, ad-hoc events which is quite common for other companies. Originality/value: The analyzed company was not previously studied in terms of CSR activities. The paper can be useful for stakeholders, especially the local government as it can see the firm’s strong commitment to the development of the social, the economic and the natural environment of the region.