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49
Chapter Five: Case Studies
Two case studies are presented in detail in this chapter to further complement the
key findings in Chapter Four. The Bayer U.S. case study was performed through on-site
interviews, questionnaires and secondary research; the Southwest Airlines case study was
conducted with questionnaires and secondary research. Both are divided into four
sections: Background, Qualifications, Analysis and Conclusions. The Background
sections briefly provide the necessary information about the companies; the
Qualifications sections provide the reasons why each case study is a good fit to the thesis
from both CSR and employee engagement perspectives; the Analysis sections explore
details about the company’s CSR efforts, employee engagement and the correlation
between them; the Conclusion sections summarize the key findings of the case study and
how it proves the hypothesis.
Bayer AG/Bayer U.S.
Background.
Bayer AG (Bayer) (FWB: BAYN) is a chemical and pharmaceutical company
founded in Barmen, Germany in 1863. It is a global enterprise with core business in the
fields of health care, nutrition and high-tech materials. As a management holding
company, it operates businesses in three subgroups: Bayer HealthCare, Bayer Crop
Science and Bayer Material Science. The three business segments operate independently
under the leadership of the management holding company. The holding company
operates 302 smaller companies around the world, and has about 5,000 products in the
market. It is well-known for its original brand of aspirin. In fiscal 2009, it had an annual
report of €31.2 billion on sales, €1.7 billion on capital expenditures and €2.7 billion on
Object Description
| Title | The effects of corporate social responsibility one employee engagement |
| Author | Ma, Hongyue |
| Author email | hongyuem@usc.edu; hongyuem@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-01 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-03 |
| Advisor (committee chair) | Thorson, Kjerstin |
| Advisor (committee member) |
Floto, Jennifer Little, Sharoni |
| Abstract | Both corporate social responsibility (CSR) and employee engagement have become increasingly important to businesses today. The two are related: CSR affects a company’s employee engagement.; The purpose of this study is to explore those effects; the degree to which they take place and circumstances in which they occur; it also compared CSR’s influence to other well-recognized drivers of employee engagement to determine the significance of it.; This thesis will help corporations better understand the role of CSR when it relates to employee engagement, so they can design their CSR efforts accordingly and maximize the outcomes. |
| Keyword | corporate social responsibility (CSR); employee engagement; relationship between CSR and employee engagement; drivers of employee engagement; effects of CSR on employee engagement |
| Geographic subject (country) | USA; Germany |
| Coverage date | 1863/2009 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3879 |
| Contributing entity | University of Southern California |
| Rights | Ma, Hongyue |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Ma-4564 |
| Archival file | uscthesesreloadpub_Volume26/etd-Ma-4564.pdf |
Description
| Title | Page 55 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 49 Chapter Five: Case Studies Two case studies are presented in detail in this chapter to further complement the key findings in Chapter Four. The Bayer U.S. case study was performed through on-site interviews, questionnaires and secondary research; the Southwest Airlines case study was conducted with questionnaires and secondary research. Both are divided into four sections: Background, Qualifications, Analysis and Conclusions. The Background sections briefly provide the necessary information about the companies; the Qualifications sections provide the reasons why each case study is a good fit to the thesis from both CSR and employee engagement perspectives; the Analysis sections explore details about the company’s CSR efforts, employee engagement and the correlation between them; the Conclusion sections summarize the key findings of the case study and how it proves the hypothesis. Bayer AG/Bayer U.S. Background. Bayer AG (Bayer) (FWB: BAYN) is a chemical and pharmaceutical company founded in Barmen, Germany in 1863. It is a global enterprise with core business in the fields of health care, nutrition and high-tech materials. As a management holding company, it operates businesses in three subgroups: Bayer HealthCare, Bayer Crop Science and Bayer Material Science. The three business segments operate independently under the leadership of the management holding company. The holding company operates 302 smaller companies around the world, and has about 5,000 products in the market. It is well-known for its original brand of aspirin. In fiscal 2009, it had an annual report of €31.2 billion on sales, €1.7 billion on capital expenditures and €2.7 billion on |
