UNICEF Report

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Gaps and Opportunities: Industry Corporate
Social Responsibility Study for UNICEF - Czech
Republic
Joshua Bak-Brevik, Bryan Daulton, Denisa Matsche

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Executive Summary
The consulting team that consisted of Joshua Bak-Brevik, Bryan Daulton, and
Denisa Matsche was excited to cooperate and work with UNICEF - Czech Republic.
The team met with the partner on 16 June, 2014 to discuss potential objectives. The
team decided to focus on CSR and the integration of CSR policies into the retail clothing
industry.
The objective was approached from several dimensions: interviews, market
research, industry research, and competitive comparison. The conducted interviews
indicated that companies focus their CSR policies primarily on local issues. A
successful international CSR policy had to be transparent: a consumer sees where the
money goes and he/she knows exactly its purpose and results. It was suggested that
fundraisers for UNICEF should inform companies and their employees about those
specifics.
The market research revealed that in the Czech Republic, there is an increase in
people’s willingness to be involved as well as in the actual participation in charitable
actions and events. Similarly, there was an observed increase in companies’
engagement with CSR policies. Nevertheless, only 11% of surveyed companies within a
UK study put children as their top CSR priority.
We then undertook CSR research on seven companies in the retail clothing
industry. It was found that only three out of the seven companies had clear CSR policies
relating directly to children. Two local companies, Alpine Pro, which control a relatively
large amount of market share in the Czech Republic, and Piccollo have no clearly
communicated CSR policy.
Industry analysis showed that companies had a decline in sales due to the 2008
recession. Recently sales have rebounded and are expected to rise by 7% by 2017.
The clothing industry, whose target markets are primarily women due to their greater
spending power compared to men, is seen as a prime market for NGOs like UNICEF.
Generally speaking, women are held as more likely to donate and be moved by a cause
than men. Moreover, causes that benefit children align, for the most part, better with
their morals (Women Give). The cooperation with partners from the clothing industry
thus gives UNICEF a unique opportunity since women are the primary consumers for
the industry and UNICEF’s mission could be absorbed by a more responsive audience.

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Competition research divulged the fact that the most successful NGO competitors in the
Czech market are small organizations. This is due to the fact that they focus on local
CSR which Czech people more easily relate to.
Upon careful analysis of the research data, we proposed three
recommendations. The first being that UNICEF focuses on making sure that they have
detailed communication of policies and fundraisers to companies, since both companies
interviewed brought this up. The second being to pursue Alpine Pro, with a relatively
high market share in the Czech Republic, and Piccollo, which both lack a defined CSR
policy. Getting them as a client would be mutually beneficial as it would give them a
CSR policy and help raise funds for UNICEF. The final recommendation is to continue
with this study because even with the limited amount of surveys, we were able to gather
a decent amount of information. If a marketing team was able to continue this project,
the amount of gained information could be immeasurable and can be a huge asset for
UNICEF.

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Introduction
As a part of the international consulting program conducted by Virginia
Commonwealth University and Anglo-American University, we conducted a study Gaps
and Opportunities: Industry Corporate Social Responsibility Study for UNICEF - Czech
Republic. The study examines the retail clothing market in the Czech Republic in
relation to the corporate social responsibility (CSR) policies of the industry members.
The aim of the study is to use the information in order to improve the communication
strategy of UNICEF - Czech Republic (UNICEF) to best initiate partnerships within this
industry in the Czech Republic. The study was conducted by (listed alphabetically by
surname) Joshua Bak-Brevik, Bryan Daulton, and Denisa Matsche, with guidance from
Professor Chris Shallow.
The full consulting team and the client first met on 16 June, 2014 in UNICEF’s
Prague office. We had a productive meeting where we went over UNICEF’s areas of
interest for our study. Afterwards, we came up with a scope document and schedule
that was presented and approved on Wednesday, 18 June 2014.
We realized that UNICEF’s main concern was with analyzing markets to better
position themselves. From this we came up with our scope:
· UNICEF wants more information about their target market in relation to CSR to
help them get new clients.
This led us to our objective:
· To find gaps and opportunities in engaging with the retail clothing sector on
CSR in order to better help UNICEF marketing efforts.
This industry was decided on by the team for a variety of reasons. By reviewing
UNICEF’s principles, the team unanimously agreed that the clothing industry was
extremely relevant. The industry is infamously related to child labor issues, poor
conditions for workers, and low pay for workers who provide for children. The team
wanted to take a closer look at members of this industry to determine the amount of
positive change represented in their CSR policies and whether UNICEF could partner
with and guide those companies.
The team decided that the best way to reach our goal was to focus on primary
sources and interview companies, which are already partnered with UNICEF, and then
on those that were not partnered yet. In such a short timeframe, this turned out to be

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more difficult than anticipated; we had two successful interviews with partners and
feedback from a CSR expert.
Upon realizing that time hindered our collection of complete interview data, it was
decided to collect secondary data in its place. We focused our research on:
● Market Research - Looking at how the market responds to charitable
giving and which causes receive more attention.
● Industry Research - Researching several clothing retailers, who were
approached for interviews, to determine their current CSR policy communication.
Using this data to determine whether further research is recommended.
Providing data to support reasoning in choosing a specific industry.
● Competitor Research - Researching how other NGOs market
themselves to companies.
We decided that success would be defined as using data and research to provide
a recommendation that would potentially help UNICEF communicate more efficiently to
businesses operating locally.

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Primary Data
Our initial scope relied heavily on primary data collection through interviews and
instruments designed to gather qualitative data. Three different instruments were
created in order to address firms currently partnered with UNICEF, firms not currently
partnered with UNICEF, and local experts and academics on Czech CSR practices.
These are attached as Appendix 3 through 5 respectively. These questions were
adjusted according to the style of delivery.
Thankfully, UNICEF was able to arrange interviews with a few of their current
partners which enabled us to test the instruments and to use the collected responses
anecdotally. These findings are summarized and analyzed below.
Interview 1:
Date: June 19th 2014
Client: Amway
Interviewee: Filip Moravec
Interviewer: Joshua Bak-Brevik, Bryan Daulton, Denisa Matsche
Observer: Denisa Siskova
Interview Summary:
The interview consisted of ten questions and lasted approximately thirty minutes.
The goal of the interview was to learn about Amway’s CSR program. We started off
asking about Amway’s primary target market. We found that 52% of the customers were
women, 18% men and 30% couples. It is necessary to note that Amway’s structure
(multi-level marketing, MLM) reveals that many customers are also their distribution
chain. We inquired where the CSR policies are decided upon and found that Amway
focuses more on a local level than a global one. They were successful at their local
Czech unit with UNICEF.
Next, our questions focused on determining how much of the budget was set
aside for CSR. Our findings show that Amway Czech Republic devotes about 10% (apx.
250,000 CZK) of its Corporate Affairs Budget to CSR. They raise over 100,000 CZK
through their employees, customers, and distributors. They communicate their CSR
internally through monthly emails to all employees as well as frequent memos of
upcoming events.
Their social projects focused on children’s rights really “depend on the market.”
Of the UNICEF children’s rights principles, Amway focuses primarily on nutrition.

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Amway prefers not to refer to their policies as being in human and children “rights” to
avoid any political and/or social spotlight. The greatest benefit that Amway gets from
UNICEF is the strong brand recognition. It helps with Amway’s drives and cause as long
as UNICEF continues to have an impeccable brand image.
The only improvements suggested were campaigns that better aligned with
Czech distributors (aka customers) because distributors hold all the power in their
industry. They would also appreciate aid in internal communication of how money being
raised is being spent specifically to help motivate employees and distributors. Amway is
interested in positive news continuing to come from their partnership with UNICEF.
Analysis:
Amway provides over 450 different products and brands to a large network of
customers and distributors in the Czech market. When partnering with Amway, UNICEF
gains an ever increasing network of large to extremely small audiences to which the
brand is exposed. This is a great benefit as long as Amway can keep away the negative
connotations that some people have of its brand.
Amway spends a relatively large amount on making sure their employees and
distributors know they have a strong CSR program. This does not seem to be just for
the benefit of the children; as it seems that they are enticed by the additional sales that
UNICEF’s brand brings in. This mirrors a reciprocal strategy as stated by Galbreath in
that, while they support a societal cause, they want to benefit financially from the
strategy as well.
The best way to garner more support from companies like Amway is to boost
UNICEF’s communication aids. Doing so will entice companies with similar strategies by
making it easier to communicate cause related marketing, fundraisers, or similar CSR
projects within the Czech market.
Interview 2:
Date: June 24 2014
Client: Mark and Spencer’s
Interviewee: Raul Leuska
Interviewer: Josh Bak-Brevik, Bryan Daulton
Interview Summary:

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The interview with Marks & Spencer (M&S) consisted of nine questions and
lasted approximately twenty minutes. Their target market primarily of women around the
age of 30 in middle to upper income levels including single women, wives, and mothers.
The company CSR policy is decided upon a corporate level; however, local levels do
have some leeway in their activities and are extremely active. M&S does “not spend
much” on promoting CSR or their work with UNICEF. Their CSR policy includes
everyone, meaning employees, their suppliers, and customers. Of UNICEF’s principles,
education is the most important for M&S.
In 2013, an international campaign for UNICEF raised 2 million pounds in 100
days from customers, suppliers, and employees. However, only a very small amount
came from the Czech Republic and it was relatively low compared to other European
countries. Customer recognition of brand name was the most important thing that
UNICEF offered to M&S. But locally, in the Czech Republic, UNICEF’s drives are not
doing as well. Raul reasoned that Czech citizens are more inclined to donate money to
those charities, which then support local cause and the people of the Czech Republic
rather than to the overall international community. In support of this argument, it was
mentioned that the company has a locally focused project with a local NGO that is doing
extremely well. It is believed that the project was doing better because it helped children
within the Czech Republic and also because the communication was very specific and
the donors could see where the money was going.
Analysis:
While M&S and UNICEF prosper from their partnership across all markets, it is
revealed that the Czech market is one with less activity. Data from Ms. Volynsky’s
article do show that the Czech market is increasing in charitable giving, approximately
6% in 2012. While this is promising, M&S is not seeing this reflected in their UNICEF
partnership campaigns. M&S representative Leuska’s mention of Czech charitable
behavior is an indication of an issue.
M&S believes that if UNICEF communicated more clearly and narrowed down on
one of the principles for each project, the projects would be more successful. It was also
suggested that UNICEF include literature or integrated marketing materials on how the
projects help both local and international children. This will potentially get more
customers interested in supporting UNICEF’s cause with M&S.

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Secondary Data
Czech Republic and Giving:
For this particular set of data, the team had hoped to discuss the state of CSR
and giving within the Czech Republic with local experts and academics. Nevertheless,
due to the lack of responses, we researched articles in which the topic had previously
been discussed.
According to the cited article by Ms. Masha Volynsky, the assumption that
Czechs are skeptical about giving, suspicious of NGO’s, and believe in ‘every-man-for-
himself,’ is erroneous. In her interview with Jan Kroupa of the Czech Fundraising
Center, Kupta says: “In 2010 and 2011 individual giving has been on the rise again. And
last year it grew by somewhere between five and six percent. This is largely due to an
increase in corporate giving, which has been, surprisingly, the fastest growing sector in
the past few years. Corporate giving grew by almost 11 percent in 2011.”
This information from a credible expert shows that giving in the Czech Republic
increases even though this is not a long standing tradition within the country. If more
recent data could support this trend, it would show that lack of charitable giving within
the country is not a cause of low CSR support.
State of CSR:
At the Czech CSR Summit 2013, Hana Šilhánová stated: “Today, however, most
Czech firms feel it necessary to act and help, which [is] mostly evident at the local and
regional level. With regards to the concentration of help, the days when companies
were only willing to support orphanages with equipment and furnishings, which was not
always the right approach, are long gone. Today, companies prepare specific
strategies. They create a concept, often close to their business philosophy, and want to
fulfill it. Personally, I think this is the right path. Each company can find an appropriate
strategy in coherence with its business and one that may bring general benefit to the
public.” This is very representative of CSR within not only Czech firms but within all
firms operating within the region.
According to data presented by Bris, the consumer opinion on CSR within the
Czech Republic is similar to that abroad. The article states that approximately 66% of
Czech consumers are affected by a product or service provided by a socially
responsible company. It was also estimated that 80% of employees consider social

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responsibility important. This data helps to support the claim of consumer opinion of
CSR within the nation being strong.
The issue stated by Mr. Leukas about public preferences of CSR being focused
on issues affecting the people of the Czech Republic were unfounded within the
research our team was able to conduct. However, the positive research, that we did
find, does not dismiss the possibility of the truth behind the statement. Further research,
either through expert opinion or public survey or, ideally, both is recommended.
Fears:
While initiating communication with our desired interviewees, the team discussed
the possibility of a fear of communicating about CSR policies. This prompted a search
for the possible reasons a firm would fear discussing CSR with UNICEF.
Interestingly our biggest aid in this matter was an article written by Mr. Tim Smedley
about a study conducted by UNICEF - UK. This study was conducted shortly after the
2012 launch of the Children’s Right and Business Principles and is very similar to the
initial scope of our study. The study canvassed UK companies in order to discover
existing children’s rights CSR policies. Unfortunately, only 11% of firms rated children’s
rights as a top CSR priority. The article states that the recent UNICEF foray into CSR
could be overbearing for companies with an established CSR policy, thus causing
‘CSR-fatigue’ among businesses. The article also mentions that many firms define
children’s rights as primary child labor, an issue which is addressed by their policies
already. Outside of the article, our team feels that UNICEF, being associated with the
United Nations, could possibly cause a firm to feel a certain pressure that they would
not feel with other NGOs.
These are all issues that appear to be daunting but we will attempt to reconcile
them within our recommendation.
CSR of targeted companies:
Without our desired primary data, the team resorted to examining CSR policies of
the seven wish listed brands as communicated on their websites. The team researched
their primary focus, relation to children’s rights, a recommendation, and reason for lack
of data. All the data was found on each business’ website and taken from the “Apparel
in Czech Republic” database article.
 F & F
o Primary Cause Focus: Fair Trade, Environment, Work Conditions

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o Children’s Rights Mentions: “In 2009 we launched the sell-out 'Buy One,
Give One' range, in which we donated a school uniform to a child in Kenya
for every school uniform bought by our UK customers. 12,000 children
received sparkling new school uniforms through the scheme. In 2009/10
we developed or improved creche facilities for our key suppliers in
Bangladesh. The crèches have allowed workers to make childcare
arrangements so they can go to work, while their children have a high
standard of care. Donating money to Birth Defects Foundation (BDF)”
o Recommendation & Reasoning: The F & F brand controls the largest
share in the Czech market at 5.5% as of 2012. Being a brand under the
Tesco portfolio may limit them to only working under a large corporate
CSR policy. Further research should be investigated in order to determine
if CSR is decided outside of Tesco corporate. It is recommended that the
brand be screened and approached due to share size and previous
projects.
o Interview Status: No Response
 C & A
o Primary Cause Focus: Sustainable Environment (Water), Work Conditions
o Children’s Rights Mentions: "For more than ten years now, C&A has now
been working very closely together with the child welfare organization
Terre des Hommes. Thanks to our joint efforts, we have succeeded in
largely eliminating child labor from clothing factories in the exporting
companies based in Tirupur. A vocational training centre has been built to
give young people alternatives to turn to, teach them reading, writing and
maths and train them in various trades."
o Recommendation & Reasoning: C & A is the second largest holder of
Czech Market share in 2012 at 3.8%. With an intense focus on children
labor within their existing policy, it would benefit UNICEF to further
research the firm in order to determine if the business fit.
o Interview Status: Denied Request
 Mango
o Primary Cause Focus: Environment, Sustainable Development
o Children’s Rights Mentions: Mango's primary CSR focus is on the
environmental impact of their supply chain. No mention of real focus
towards children.
o Recommendation & Reasoning: Mango is open to CSR policy
assessment. Recently started producing children's clothing and may be
interested in cause related marketing to promote itself. Recommend light
research to determine if environmental policy has children’s rights
principles within.
 Next
o Primary Cause Focus: Ethical Suppliers, Workplace Safety, Safe Products

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o Children’s Rights Mentions: Clear and open CSR communication, but no
direct mention of work or focus on children’s rights.
o Recommendation & Reasoning: Next has very little share within the Czech
market. Since the brand is not highly recognized and has very little to no
focus on a children’s rights principle, further research is not recommended
 Nike
o Primary Cause Focus: Sustainability, Environment, Community
o Children’s Rights Mentions: “The Nike Foundation, a separate 501(c) 3
nonprofit organization fueled primarily by NIKE, the NoVo Foundation, and
the UK’s Department for International Development (DFID) – is dedicated
to investing in girls as the most powerful force for positive change on the
planet. When an adolescent girl – before she’s married, pregnant, or HIV-
positive – has access to education, sport and adult mentorship she can
develop the life skills necessary to support herself and others around her,
making the Girl Effect a solution for poverty, not just a cure for its
symptoms = empower adolescent girls in the developing world, and
support the communities in which we live, work and play. Through work
such as the Girl Declaration – informed by more than 500 girls in more
than a dozen countries, and by experts from 25 of the world's leading
development organizations – we are putting forth a call to action to put
girls at the heart of the post-2015 development agenda.”
o Recommendation & Reasoning: While Nike has a focus on female youth
in their CSR policy, the existence of the international firm's own 501(c) 3
may hinder a partnership with UNICEF unless a mutual agreement on
disbursement of raised funds can be reached if fundraising. With the size
of this brand, the probability of a universal global CSR policy, and
existence of its own NPO we do not recommend partnership until further
screening and research is conducted.
o Interview Status: No Response (email), Denied (in-person)
 Alpine Pro
o Primary Cause Focus: None Communicated
o Children’s Rights Mentions: N/A
o Recommendation & Reasoning: Czech Headquartered company that
specializes in the retail of outdoor active wear. Ranked 21st in Czech
market share in the apparel industry, which places them near the top of
Czech based clothing companies. For a Czech company that rates so
highly, screening and communication is recommended. Could shape core
CSR policy.
 Piccollo
o Primary Cause Focus: None Communicated
o Children’s Rights Mentions: N/A

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o Recommendation & Reasoning: Czech company that started in importing
brands focused on child products and now has own storefronts and
brands. Without clear communication of possible CSR policy, further
research is recommended in order to determine possibility of partnership.
Recommend begin screening and communication. Possibility of shaping
CSR policy.
Industry Analysis:
The Czech retail clothing industry is an industry that has suffered stagnation in
recent years due to the 2008 financial crisis. The Czech consumers responded by
cutting their discretionary spending at first but as the strength of the Czech currency
seems to be stabilizing recently, the industry is forecasted to rise 7% by the year 2017
(“Apparel”). Existing companies are trying to find an edge over their competition which
has continued to increase in the last couple of years, especially with firms from outside
the country.
One of the things that set companies apart is their CSR policies. A strong and
relevant policy can promote a firm’s social responsibility to an eager and socially mindful
Czech market. This, in turn, could increase market and lead to increases in sales. Of
the four CSR strategies mentioned by Galbreath, it appears that the reciprocal strategy
would be the most favorable for firms. This is also evident in the first interview with
Amway. Czech firms may be more inclined to promote CSR more heavily if they saw a
correlation with an increase in profits.
It is no coincidence that all five of the top market share companies have
extensive CSR policies that help set them apart from the competition. CSR policies are
extremely beneficial to the clothing industry because the costs are relatively low
compared to the benefits garnered.
The industry is seen as a prime market for NGOs like UNICEF due to the
industry’s target markets, women, whose spending power within the industry is greater
than that of men. Firstly, women are more likely to be moved by a cause and more
inclined to donate than men do. Secondly, causes that benefit children generally align
better with women’s moral values (Women Give). Consequently, the retail clothing
industry gives UNICEF a unique opportunity in that its cause could appeal to women,
who are at the same time the primary consumers for the clothing industry. UNICEF’s
mission could more easily be absorbed by a more responsive audience.At the same
time, the cooperation with UNICEF could be seen as more attractive within the given
industry.
Competitor Analysis:

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It is hard to determine what would classify as a competitor to UNICEF. Being that
it is such a large organization, not many NGOs could compete on size and resources.
With this in mind, we determined that the information received from the interview from
Amway and M&S should be considered. The mention of small, Czech-centric NGOs and
privately organized fundraisers within the interviews and through our own secondary
company research seem to be the primary siphons of mindshare from UNICEF efforts.
These smaller organizations see more success on local and regional levels. This
supports the suggestion that the Czech market prefers causes positioned ‘closer to
home’. The following excerpt from a report found on www.ngonorway.com supports the
position that smaller organizations see more success: the “Mobilization role of Czech
NGOs can be considered satisfactory mainly on local and regional levels where NGOs
are actively engaged in the life of their community, protection of citizens' rights and
education for active citizenship. On the national level, for various reasons [the] NGO
mobilization role is still inappropriately developed and lacking efficiency. Persisting
problems include inability to achieve consensus within the sector, competition and
rivalry over influence and financial resources, or lack of free capacity of NGOs to deal
with issues present throughout the sector. For these reasons, the non-profit sector is
still quite a weak player when it comes to lobbying for legislation changes or
mobilization of citizens.”
Further research on competitor analysis by UNICEF is highly recommended.

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Recommendation
Through our primary and secondary data research, the team has formulated
several recommendations going forward. It should be noted that, due to the lack of
instrument responses, these recommendations are purely anecdotal.
The primary recommendation is formulated in response to the interview data
collected and the secondary data. The team believes that the preference of the Czech
market is for charities and causes that focus locally and regionally. UNICEF’s nature
does not reflect that belief in the market’s opinion. The two interviewed partners mirror
this idea that they see more activity on drives focused locally.
Thus, we recommend UNICEF to focus on bettering integrated communication
within the Czech Republic on local causes and issues the organization effects. This will
assist UNICEF in strengthening its positive brand image within the Czech market.
Example of changes could be in internal marketing to partnered firms, advertising local
issues on licensing, or external communications to the Czech market through
campaigns or adverts.
Our secondary recommendation is based on the secondary data of the wish
listed businesses. Out of the seven firms, we strongly recommend approaching both
Czech based companies: Alpine Pro and Piccollo, as there is a possibility (no CSR
communication found) that UNICEF could help form their CSR policy if it does not
already exist. Alpine Pro is also one of the top Czech companies in market share at
0.2% as of 2012. Their brand recognition will help UNICEF relate their message more
easily and could show the market a more locally focused aspect of UNICEF.
F & F as well as C & A should also be approached and screened as their existing
CSR policies contain aspects of UNICEF’s principles. These two firms also control the
largest market share within the Czech Republic and would greatly increase the
audience for UNICEF’s message.
Our final recommendation is to continue the initial scope of this study. A similar
study conducted in Belarus and the surrounding eastern nations shows a slightly varied
structure (Diskienė). This study in Belarus initially researched the communicated CSR
policies of chosen companies. This was followed by the administration of a survey
instrument to the firms and finally interviews with CSR experts to understand the
integration of CSR within the country.

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To conclude, our work within this study can be continued in a similar manner in
order to acquire less anecdotal and more objective data. We recommend that our
industry choices be further researched under the same criteria that UNICEF uses for
screening potential partners, the created and attached instruments be adjusted and
used accordingly, and a slightly longer timeframe be implemented in order to gather
information on a larger sample of industry specific members.

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Work Cited
● Mesch, Debra. Women Give 2010. New Research about Women and
Giving. N.p., n.d. Web. 25 June 2014.
● Bris, Petr, Jiri Svoboda, and Hana Brisova. "The Growing Importance of
the Practical Application of Corporate Social Responsibility in the Management of
Companies in the Czech Republic." Journal of Competitiveness 5.2 (2013): 124-
38. Web. 25 June 2014.
● Hanousek, Jan, Evžen Kočenda, and Katarína Svítková. "Corporate
Philanthropy in the Czech and Slovak Republics." Czech Journal of Economics
and Finance 2.60 (2010): 102-21. Web. 25 June 2014.
● Diskienė, Danuta, and Daria Krapchilo. "Corporate Social Responsibility
Strategic Implementation in Foreign Market: Global vs Local Policy." Ekonomika
91.1 (2012): 118-31. Web.
● Smedley, Tim. "Children's Rights Not a Top CSR Priority, Unicef Research
Reveals." Theguardian.com. Guardian News and Media, 22 Mar. 2013. Web. 25
June 2014.
● "CSR Summit 2013: Different Views on Responsible Business." English
Summary. Trans. Petr Benda. N.p., 5 Mar. 2013. Web. 25 June 2014.
● "Apparel in Czech Republic." Passport GMID. Euromonitor International,
23 July 2013. Web. 26 June 2014.
<http://www.portal.euromonitor.com.proxy.library.vcu.edu/Portal/Pages/Se
arch/SearchResultsList.aspx>.
● Galbreath, J. (2006). Corporate social responsibility strategy: strategic
options, global considerations. Corporate Governance, Vol. 6 issue 2, p. 175–
187.
● Volynsky, Masha. "In Focus Czechs Increasingly Charitable despite
Economic Woes." Radio Prague. N.p., 01 Jan. 2013. Web. 25 June 2014.
● "Czech Republic NGO Programme 09-14." www.ngonorway.org. N.p., n.d.
Web. 25 June 2014.

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● "Clothing at Tesco | Ethics." Clothing at Tesco | Ethics. N.p., n.d. Web. 26
June 2014.
● "Report." C&A. N.p., n.d. Web. 26 June 2014.
● "FAQ's." FAQ's. N.p., n.d. Web. 26 June 2014.
● Report to the Legislature, January 15, 2005. Augusta, Me.: Maine Dept. of
Environmental Protection, Bureau of Remediation and Waste Management,
2005. Web. 26 June 2014.
● "NIKE, Inc. Sustainable Business." NIKE, Inc. -. N.p., n.d. Web. 25 June
2014.

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Appendix 1
Dear Potential Client,
We are a part of VCU and AAU international consulting program and
currently undertaking a research project Gaps and Opportunities: Industry CSR
Study for UNICEF Czech Republic. Our project examines information about the
retail clothing market in relation to corporate social responsibility. The aim of the
study is to use the information in order to improve the marketing strategy of
UNICEF to best penetrate this market in the Czech Republic. We address you as
an expert on CSR or someone in our target market (Retail Clothing) in hope that
you would be interested in participating in this project.
With respect to this, we would like you to take part in an interview that
inquires about your company’s view and understanding of CSR and takes
approximately 30 minutes. Your participation is completely voluntary. Before we
start, we would like you to sign our consent form which will allow us to quote you
for our report.
If you would like a copy of our report it will be available after 30 June,
2014.
Thank you for considering participating in this study. Should you have any
question about our project, please reach us at bakbrevikjj@vcu.edu.
Joshua Bak-Brevik
Bryan Daulton
Denisa Matsche

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Appendix 2
Consent form
Gapsand Opportunities: IndustryCSR Studyfor UNICEF
I, (please print name) ___________________, have read the
informationabout theresearch project Gapsand Opportunities: Industry
CSR Studyfor UNICEF. This is to be conducted byJoshua Bak-Brevik,
Bryan Daulton, Denisa Matsche from the Anglo AmericanUniversityand
VirginiaCommonwealth University, and all querieshave been answered to
my satisfaction.
I understand that I canwithdraw from thisproject at any time
without reasonor penalty. Upon my request my responses will be
confidentialand any documentationwillbe destroyed once the project is
completed. My identitywill not be revealed without myconsent to anyone
other thanthe investigator conductingtheproject.
______________ ______________
DateSignature

UNICEF Report

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