| dc.description.abstract | Corporate Social Responsibility (CSR) has become a topical debate over the last decade. The
CSR concept has been evolving since 1953 and it is primarily concerned with organisations
acting responsibly and considering environmental and social concerns in their decision making
process. In Ireland, the debate on CSR emerged at a time when numerous scandals were
emerging in many industries, particularly within the banking industry. The Irish banking sector
has been criticized for its superficial approach to CSR and that CSR is not regarded as a priority
for many banks.
This research shows that the top four banks in Ireland have recognised the role of CSR and that
they understand the important role CSR has within their corporate business objectives.. In
addition, this research found that the nature of CSR within the banking sector is diverse and
relatively consistent, ranging from charitable donations to environmental management systems.
Furthermore, this research reveals that the extent of CSR within the top four banks extends
beyond the surface and that it has been integrated to some extent. However, it was found that
CSR is still very much aligned with the public relations function in many of these banks.
Additionally, this thesis discusses the implications of the alignment of CSR within the public
relations function and suggests recommendations on how an organisation can improve the value
of CSR within their organisations. The researcher also reviewed the need for government to
take proactive steps in encouraging CSR within the Irish banking sector and also anticipated
future areas of research in light of the findings in this research. | en |
