Factors Affecting the Choice of Corporate Social Responsibility Strategy by European Automotive Companies on the Asian Markets: the Case of BMW Group in China and India

This paper examines the CSR strategies used by European companies in Asian markets, the importance of the automobile industry in the context under study, and the factors that influence the choice of a particular CSR strategy used by a company entering the Asian market. The relevance of the topic is that companies, along with society, are increasingly aware of the impact of automobile companies on society, the economy and the environment. The analytical part explores this using the example of BMW Group in India in China. The concept of the triple criterion is used to determine the CSR strategy, as well as Alan Mueller's method in his 2006 paper. Further, in order to determine the factors affecting the choice of CSR strategy PESTEL analysis is applied, as well as theoretical framework on the factors affecting the formulation of CSR strategy.