Hønen eller ægget? - Casestudy af Coop's boykot af buræg

Signe Sofie Skaastrup & Thorbjørn Elmén Pedersen

Studenteropgave: Bachelorprojekt

Abstrakt

This bachelor project is a case study of the Danish supermarket group Coop, who recently chose to boycott sales of cage eggs in their 1200 stores. The study concerns the challenges for a business to overcome when working from a CSR strategy - including the complex interaction that finds place when a corporation has to navigate between the demands of the stakeholders and the demands of the consumer.
The general thesis of the project is that a corporation is able to both include its stakeholders to define social responsibility and use CSR in creating a competitive edge from the social dimension of the market.

The analysis is inspired by the hermeneutic approach and is based on two fundamental perspectives in CSR:
1) The stakeholders perspective based on relevant theories from Freeman, Carroll and Mitchell
2) The markets perspective rooted in theories from Friedman, Porter and Kramer
These theoretical perspectives is used to analyse the qualitative interviews gathered from Coop and Dyrenes Beskyttelse which is supplemented with secondary quantitative data from Danmarks Statistik and Fødevarestyrelsen.

The main conclusion of this bachelor project is that “Coop’s boycott of cage eggs” can be used as a case example of how social responsibility and demands of the market are able to merge. However this is only possible as long as what the market demands actually benefits the common good of society.

UddannelserBasis - Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Bachelor
SprogDansk
Udgivelsesdato25 maj 2016
VejledereEileen Dyer Jarnholt

Emneord

  • CSR
  • Casestudy
  • Stakeholderteori
  • Coop
  • Dyrenes Beskyttelse
  • Den økologiske forbruger