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In this workshop you will receive a short overview of the definitions, types and core characteristics of CSR by Dr. Evelyn Engesser and Dr. Stefan Justl, followed by two case study discussions led by Ms. Frances Luk, Head of Corporate Affairs Greater China at BASF, and Bernd Pichler, Chief Marketing Officer at ICONIQ Motors.

CSR is a core element of a company's reputation and can be used to help establish trust and goodwill amongst stakeholders. In this context, CSR speaks to who the company is, what it believes in and how it is doing business and influences people's willingness to trust, admire,and feel good about a company. 

The workshop content is catered to help those responsible for managing CSR projects, corporate reputations, brands, or citizenship programs to learn from best practices, shared by companies that display sustainability leadership. Workshop participants can learn how to target stakeholder communications and share high-level findings on these practices to shed further light on emerging new standards for corporate sustainability and its role in building great brands.

About the case studies:

Ms. Frances Luk is Head of Corporate Affairs Greater China at BASF, a leading chemical company, that strives to promote science education. Leveraging the company's expertise, BASF has been running the educational program called "Kids' Lab" offering school children to explore the magic of chemistry through hands-on experiments since 1997. Now, this program is already available in more than 30 countries and in Greater China alone, more than 190,000 kids were benefited. Since 2002, BASF has been working together with science museums in different cities to make Kids' Lab one of the most popular summer programs every year. The researchers of BASF have been involved in the design of the experiments and about 1,800 Chinese college students have been trained as instructors. More than that BASF has also launched the Virtual Lab in 2017, so that school children can conduct some of the experiments online.

Mr. Bernd Pichler is Chief Marketing Officer at ICONIQ Motors and will lead an interesting discussion about the case study of ICONIQ. He will focus on the implications of CSR from the point of view from the automobile industry. Questions he will discuss with workshop participants are:

·        General Considerations for CSR from a CMO perspective

·        "Does CSR sell cars"?

·        Offers received for ICONIQ for Sponsoring in general

·        Specific choices for ICONIQ and related reasoning

·        Conclusion and recommendations

 After the workshop session, participants will have the opportunity to network, exchange and share knowledge with experts on any related matters.



German Chamber of Commerce in Shanghai, China
29F Gopher Center, No. 757 Mengzi Road, Huangpu District, Shanghai

Shanghai, China

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