KLM and CSR: Making it Real

KLM and CSR: Making it Real

Storm, R.S.

Hultink, H.J. (mentor)
Bakker, C.A. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2011-05-09

KLM has actively taken to the field of Corporate Social Responsibility (CSR). This has carried it to the top of the Dow Jones Sustainability Index 6 years ago and has remained there ever since. At the same time, gains in terms of public recognition or customer value are small. What is a company to do? This is the question at the basis of this thesis for the master Strategic Product Design at Delft Technical University. The resulting strategy is aimed at both KLM and its customers. Key elements are: · Visibility: What You See Is What You Get · Experience: “Je gaat het pas zien als je het door hebt.”(Johan Cruijff)

Corporate Social Responsibility
Airlines
Customer Value
Strategy

http://resolver.tudelft.nl/uuid:51224330-d9a5-40b4-aca6-4b1608700b41

2012-05-09

Campus only

Student theses

master thesis

(c) 2011 Storm, R.S.