A Study of Corporate Philanthropy Motivation and Decision

• Main Author: 張淑美
• Other Authors: 陳光谷
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/50921922106409779323

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 99 === In recent years, Corporate Social Responsibility, shorted as CSR in the following article, has become one of the important indicators. Besides of corporate image promotion, employees can be inspired their corporate centripetal force via various corporate charity activities. By join the activities personally, employees can not only recognize company in-depth, but also be self-affirmation, be enterprises identification and lower the employee turnover rate, especially when they receive positive feedback and inspiration from the public. It is a true three-won policy for the enterprises, employees and the public. The research is focus on the effect of activity decision caused by motivation of corporate charity activities, the scale of the organization, resource offering and experience. According to the concept and structure based on some references, we in-depth interview the managers of Public Relations Department, Sales Department and some related staff in eight enterprises. The result shows that if the motivation of the corporate charity activities in favor of long term benefit of the corporate, the activities are leading by Public Relations Department in most of cases. However, if the motivation in favor of short term benefit, the activities are leading by Sales Department in most of cases. In addition, the influence of the senior managers is the most important factor toward corporate charity activities. Finally, we propose a decision modal of corporate charity activities for the reference when corporate holds charity activities. Meanwhile, it also can be a basis when non-profit organization seeking cooperation with corporate.