CSR reporting at Flughafen München GmbH

Seminar paper from the year 2014 in the subject Communications - Media and Politics, Politic Communications, grade: 2,0, University of Applied Sciences Wildau (Wildau Institute of Technology), course: Aviation Management 2012, language: English, abstract: "Living Ideas ¿ Connecting Lives" "We promote cooperative development with the region, assume responsibility for our employees, and create added value for our customers." This is the brand-new motto of the fresh corporate identity program of Flughafen München GmbH (FMG) introduced in January 2014. At the first glance it appears as a nice sounding slogan but there is more behind. It stands as a symbol of the entire Corporate Social Responsibility (CSR) strategy at Munich International Airport (MUC). It is CSR which has gained increasing importance in the global corporate environment mainly driven by changing expectations of the society towards the economy. And it is FMG which became a pioneer in CSR commitment and reporting of airports very early. By the end of 2015, MUC intends to be the most sustainable airport of the world. Especially in regard of reporting on CSR the airport operator is already second to none and has ambitious plans in order to satisfy their multi-dimensional stakeholder interfaces in the future. This research paper is going to describe key elements of CSR reporting of airports and FMG in particular. The overall structure of this paper uses the annual "Perspectives 2012" report of FMG and additional company and airport industry related publications. After briefly introducing FMG as a company I will assess the CSR reporting practices of the airport operator in detail. An overview of the CSR reporting quality of FMG is given. Additionally,essential information are identified which shall be included in a publication in order to provide successful CSR reporting. In a second step I will now go into more detail by chronologically assessing the most current CSR report of FMG by highlighting and discussing specific topics. Furthermore I will describe the efforts of FMG to increase the social involvement of own employees by encouraging their interest in voluntary projects. Based on the findings, a conclusion emphasizing the importance of CSR in regard of public perception of FMG as a future-oriented airport operator is given.