The CSR Strategy Of BMW
When summing up the CSR activities for the employees, it can be grasped that BMW is doing a lot beyond legal regulation to create an attractive and safe environment for the whole workforce worldwide. They have a clear long-term and voluntary strategy to make working more “pleasant”. Therefore, it is not surprising that BMW has received several awards for their activities and is rated as one of the most attractive employers in Germany for several years.
3.2.5. CSR activities beyond the company limits
Like other automobile manufacturers BMW is active in the design of the social environment by supporting cultural projects, intercultural communication or even road safety (trainings). In addition to that, BMW supports educational projects, foundations and promotes the responsible use of resources. BMW claims that the(ir) corporate citizenship is an integral part of the overall vision of BMW. The financial extent of the activities can be seen in the following figure. Hereafter, a selection of CSR activities is presented.
Figure 6 Expenditures in Corporate Citizenship, Source: (BMW Group, 2014),p. 141.
Due to the strong multinational workforce at BMW, it is important not only to encourage working together, but also enhancing the understanding between the different religions, nations or ethnical groups. Therefore, BMW has established the BMW Group Award for Intercultural Learning between 1997 and 2010. This award was given to various innovative projects and individuals
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