A demand for genuine CSR : a case study of two scandinavian companies
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- Master Thesis 
This study aims to shed new light on Corporate Social Responsibility (CSR) by developing tools and concepts that can be fruitful in analysing a company's CSR practice by distinguishing between different dimensions of CSR. Of particular interest is the distinction between instrumental and genuine CSR. Four dichotomous concepts, or dimensions, will be identified: weak - strong, strategic - genuine, narrow - broad and PR profile - No PR profile. In order to demonstrate the practical relevance of these concepts, they will be applied to two illustrative cases; TrygVesta and Rieber & Søn. The CSR practice of these two cases will be analysed and evaluated in relation to the four dimensions. However, the tools and concepts developed in this study are also applicable on a general level and may be fruitful for other companies that wish to evaluate or improve their CSR practices.