Abstract:

The Baťa company Inc. belonged among the biggest shoe-making companies in the world in the 1930´s. Its success did not lie only in the number of pairs of shoes sold but especially in a worked out and detailed Corporate social responsibility (CSR). Its integral part was marketing cooperation focused on preventive care about the health of its employees. The quality of physical and mental health is known to influence significantly the quality of employees´ work performance. The Baťa Company Inc. invested great financial resources into support of marketing communication focused on health prevention. Our research is aimed at carrying out an analysis of historical documents, especially the weekly press published by the company Baťa for its employees and inhabitants of the town of Zlín in years 1932 – 1942.