Why companies in the food industry invest in CSR

: the case of Mars, Incorporated

Abstract

The purpose of this thesis is to analyze the motives of the companies to invest in various CSR practices in the food industry. The study has applied a qualitative and explorative research approach. A single case study is used based on both primary and secondary data. Primary sources include one in-depth interview with a company’s representative, while secondary ones consist of thirteen interviews in addition to company’s documents. The company studied is Mars, Incorporated, one of the global leaders in confectionary and pet care segments with over 33 million dollars of annual sales. The study outlines multiple CSR practices implemented by Mars, Inc. in four different areas. Based on this, the incentives for the company to involve in the identified activities were recognized. While previous studies were focused on CSR influence on companies generally, this research is specified in the food industry. It contributes to the managerial practice by determining which CSR investments can positively influence company’s situation.

Date of Award	17 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)