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ISSN (online): 1805-9112

Research ArticleOpen access

Corporate social responsibility and employer branding: challenges for the wine sector resulting from a bibliometric analysis

Martin Šikýř1, Renata Skýpalová2, Janka Beresecká3, Monika Hudáková4

  1. University of New York in Prague, School of Business
  2. AMBIS University, Department of Economics and Management
  3. Slovak University of Agriculture in Nitra, Faculty of European Studies and Regional Development
  4. Bratislava University of Economics and Management, Economics and Management Institute, Department of Economics and Finance

Abstract

The greatest boom of the corporate social responsibility (CSR) concept in companies occurred in the 1990s when managers began to understand that the implementation of CSR activities requires specific attention. At that time, CSR also merged with fields such as marketing, public relations, diversity, and human resources. Based on the bibliometric analysis, the article aims to identify areas of scientific research in which the issue of CSR is addressed within the issue of employer branding (EB), with a focus on the wine sector. The findings confirm that the issues of CSR and EB have not been given enough attention so far, either in general or specifically in the wine sector. This fact reveals an interesting research gap, as current generations of the workforce demand socially responsible behavior from their potential or actual employers. The integration of CSR in employer branding thus represents a desirable strategy that could also be useful in the wine sector, which is currently facing a shortage of quality people.

Keywords:Corporate social responsibilityemployer brandingwine sectorbibliometric analysisWeb of ScienceCzech Republic

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