Assessment of Bachelor Thesis – Academic Consultant
Study programme:International Economic Relations Field of study:International Trade
Academic year:2020/2021
Bachelor Thesis Topic:CSR as a Marketing Tool for Tesla, Inc.
Author’s name:Ekaterina Ponomareva
Ac. Consultant’s Name:Ing. Jitka Volfová, Ph.D.
Opponent:Mgr. Ing. Kamila Matysová, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 2
2. Logical structure 1
3. Using of literature, citations 3
4. Adequacy of methods used 2
5. Depth of analysis 3
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 3
Comments and Questions:
The author chose a very up to date topic reflecting the economic as well as environmental world needs.
The goal of the thesis is to measure awareness of CSR activities of a chosen company in Electric Vehicles industry (Tesla) and suggest possible changes in communication strategy.
The goal is very ambitious linking several topics. The thesis is logically divided into five chapters. First corporate social responsibility its trends and use as a ”marketing tool” are explored on. Than marketing communication specifics and communication of CSR including the aspect of CSR awareness are monitored.
Further the practical part follows and implements conclusions based on the literature and other secondary sources monitoring. The chosen company, its CSR activities and marketing communication are introduced.
Chosen competitors are used as a reference – here including a table showing the results of detailed analysis/comparison of key competitors´ CSR activities and marketing communication would help to identify potential options for Tesla. To reach the goal the thesis includes own primary quantitative research.
Research questions were formulated. Though the reached sample is limited it still brings relevant findings toward the consumer preferences and the chosen company CSR activities awareness. For data collection the questionnaire is used and data are analysed using graphs and tables. Here setting and statistical testing of hypotheses would be very relevant – potentially showing interesting correlations. Aside the primary research key findings, the formulation of suggestions sound rather general.
Last part includes the conclusions and recommendations. I would appreciate a visualisation including numbers for the second paragraph (chapter 5, page 43). From the formal point of view – each headline should be on the same page as the following text (page 24).
Similarity check: The iThenticate software has detected the similarity of 30% with other previously published original documents. After careful reading I identified the following:
Most matches are up to 1%, a few up to 2%. Matches include sources quoted in the footnotes and random phrases. Then there are direct citations (word by word copied text) in the text, which are marked and the source is quoted, but no specific page is given (e.g. page 6 – source 9 and 10; page 16 – source 27). The direct citation on page 16, source 27 – Lee (2008) matches with the text of another source quoted in the thesis – Romaniuk et. al. (2017) in which another original source for that idea (cited text) is mentioned.
This should be explained during the defence. (I was not able to reach the full text of the source Lee (2008) to see the direct citation.) In some cases there is a ”word by word” match, the source is given, but the
direct citation is not marked (e.g. using inverted commas) (e.g. page 3, sources 1 and 2). Further similarities seem to be slightly reformulated parts of texts of other sources, the sources are often quoted.
E.g. for company introduction the author usually quotes sources – company reports. According to the similarity check it seems sometimes the sources of slightly modified formulations are not quoted, for example marketing related websites/online sources were found by the software. Aside the above
mentioned, sources shell be indicated for all paragraphs which present data and facts (e.g. page 25). The above mentioned work with sources formulations is reflected in the decreased score for Using literature, citations and Language and stylistics.
No similarities were found in the research part of the thesis.
Questions: 1) I noticed a ”free” electric car charging station within a parking place by a newly build retail store in Moravia – do you think helping building such car charging stations and cooperation with such stores towards supporting the environmentally friendly car usage could be a suitable CSR activity for Tesla considering also supporting the awareness?
2) In harmony with one of your findings that people are rather not aware of community engagement – could you formulate specific suggestions to improve such?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 3
Date: 24/05/2021 Ing. Jitka Volfová, Ph.D.
Academic Consultant
