從「KEEP WALKING夢想資助計劃」 探討企業社會責任之體現

Abstract

本論文首先提供了全球烈酒領導集團帝亞吉歐在十年前如何因著英國總公司對於文化敏感度低所造成在台灣分公司的商業危機，而開始推動「KEEP WAKING夢想資助計劃」，這個計劃也成為了此公司在台灣長期經營的企業社會責任工作之一。從過去十年活動的推展與成果來探討帝亞吉歐在企業社會責任的體現，其中會藉由夢想資助計劃的個案發展來歸納出帝亞吉歐的作法與企業社會責任的關聯，最後會建議以此活動方式作為其他組織欲執行社會責任時的參考模式。

This thesis began with a crisis managed by DIAGEO TAIWAN team 10 years ago, the crisis was caused by a low sensitivity event in cultural difference between DIAGEO UK headquarter & Taiwan market, and the solution lead to the launch of CSR campaign 「KEEP WALKING FUND」. The campaign has successfully funded 93 projects in the past 10 years, and I will study the development of some sample cases from the funded projects and find the correlation of the campaign outcome and CSR. As conclusion, this campaign methodology can be recommended for other organizations when considering to pursue CSR.