Corporate Social Responsibility: The relevance and implementation of CSR and the corporate reputation management. The Luxottica Case.

Abstract

This thesis defines the role of Social Corporate Responsibility and how this practice has revolutionized the relationship between the company and the rest of the people interested in the company's activities (Stakeholders). We analyzed the historical evolution of CSR over the years, from its origin to the present day, through the various events that have characterized its change. We then look at Stockholder Theory and Stakeholders' theory, also discussing Business Ethics. The latter, in fact, is an especially important topic for all business management. Nowadays, it is essential to make one's company as sustainable as possible, so that it can be recognized as a virtuous company and improve its performance in all economic, social, and environmental fields. When analyzing the development of CSR, it is also important to understand what modern theories characterize this topic, such as Kramer's publications or Michael Porter's theories. Furthermore, will be observe useful tools that enable companies to implement and develop CSR strategies, such as the UN Global Compact with its ten principles. In addition, we emphasize the fundamental role for companies of the Code of Ethics, the Social Balance Sheet, and the Environmental Balance Sheet, which are extremely useful tools for reporting and communication by companies towards their stakeholders. Thanks to these tools, the company can show and communicate to outsiders its activities in the social and environmental spheres, highlighting its progress and demonstrating its attention in these areas. We will then go on to discuss the importance and value for the company in undertaking policies dedicated to CSR, discovering the benefits of this activity. Obviously, CSR is inextricably linked with the concept of environmental sustainability, as it is important for the company to be 'sustainable' on an economic, social, and environmental level. The various methods of measuring and reporting CSR will also be listed, which are useful for the company to understand its performance. A topic of fundamental importance is the reputational issue for the company. What people said about the company is the focus of strategies and a source of problems for the manager in the event of negative arguments. People give important attention to CSR as a method of comparison with other competing companies. Furthermore, CSR plays a significant role in the supply chain, which, as we shall see, also has the task of being sustainable. Finally, we will investigate a case study concerning Luxottica. Luxottica is one of the most important companies in Italy and in the world. Luxottica is an Italian pride for the implementing of a particularly important and well-developed CSR structure. We will discuss the figure of Leonardo Del Vecchio, Luxottica's historical founder, and the company's vision 'To see the beauty of life'. Lastly, we will introduce the tools used by Luxottica to increase its Corporate Social Responsibility and through which steps it is recognized worldwide as one of the most virtuous companies in business.