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A Comparative Analysis Of CSR Strategies, Implementation And Outcomes

A Qualitative Case Study of IKEA, Starbucks and H&M

Written by P. Thiengnoi, S. Afzal

Paper category

Master Thesis


Business Administration>Management




Master Thesis: The conceptual framework of CSR More and more business owners are beginning to pay more attention to the social impact of their activities. Corporate social responsibility is a company's commitment to ethical behavior (Moir, 2001), when it all started. This is not just about how companies manage business processes to have an overall positive impact on society (Baker, 2008). However, as described by Carroll (1979), it covers all four responsibilities that companies must make strategic decisions, namely economic, legal, ethical, and discretionary power. The development of companies involved and the emergence of sustainable development thinking in business can be seen as a positive driving force (Edvardsson and Enquist, 2009). The role of CSR in resolving issues related to the company's corporate responsibility and its relationship with society and the environment has always been a very controversial topic (Enquist et al., 2007a). Increasingly serious environmental problems and concerns around the world have become the basis for the emergence of ̳Ecological' vision. It is generally believed that CSR is not what is written in the company's code of conduct or annual reports. This is only part of the overall CSR initiatives taken by the company. Generally speaking, the social responsibility of an organization must include all three bottom lines: Ecology Economy The concept of social CSR is not as new in the business world as people generally believe. Corporate responsibility is not difficult to understand, because we all know that the debate about "polluting organizations" began at least in the 1970s, after which recycling, fair trade market practices, good governance, safe packaging, sustainable development and accountability began Appeared (Danesi, 2007). In the past, companies have been practicing corporate social responsibility, but most of the time it is regarded as filling out annual reports and corporate public relations statements or verbal things. In fact, it has never received enough attention to make it part of the company's business strategy. And we do not have enough business cases to prove it (Vogel, 2005). Of course, Enquist et al. (2008) and Edvardsson and Enquist (2009) provide very good business cases in their recent research, especially the IKEA case. Corporate social responsibility has nothing to do with charity. The underlying theme of corporate social responsibility is that enterprise and society are intertwined, rather than different entities (Wood, 1991). 1.2 Background introduction to the CSR code of conduct for the three case studies IKEA; TheIkeaWay purchase furniture products; IWAY Starbucks CAFE (Coffee and Farmer Equity) Practices are guidelines designed to help Starbucks cooperate with coffee farmers, through evaluation under the triple bottom line , To ensure that Starbucks obtains high-quality coffee that is sustainably grown and processed from coffee; economic, social and environmental aspects. The guide contains 28 specific indicators, divided into four key areas: product quality, economic responsibility (transparency), social responsibility and environmental leadership. The H&M Code of Conduct pays close attention to the human rights related to workers' lives. In order to comply with these standards, H&M's suppliers, employees and stakeholders must comply with the following code of conduct: 1. Legal requirements 2. Child labor 3. Safety 4. Workers' rights 5. Factory conditions 6. Housing conditions 7. Environment 8. Monitoring and execution 1.3 Statement of objectives This study aims to: Collect information about the expected activities planned by these companies and the strategies that have been achieved in the context of the results/results. Explore what tools, incentives, goals and objectives these companies are using to pursue their interest in corporate social responsibility. Advise on how corporate social responsibility can improve the reputation and performance of these companies among consumers? What are the possible outcomes of this newly discovered focus on corporate social responsibility? 1.4 Purpose Our paper aims to gain insight into how our case studies use corporate social responsibility strategies, implementation, and results by choosing to follow the triple bottom line theory, a) environmental perspective, b) social perspective, and c) economic perspective, to become a framework. 2.1 Qualitative research methods We believe that qualitative case studies are most suitable to achieve our research goals (Maxwell, 2005), because qualitative research methods emphasize words rather than numbers and focus on specific situations or people. 2.2 Qualitative comparative research So far, there is no report in the literature on extensive and qualitative comparisons between CSR and the European Foundation for Quality Management (EFQM) model. Thousands of organizations (30,000) in Europe have been using the EFQM model as a basic framework. Continuous development and excellence 1. In our paper, the first one uses a comparative case study method combined with EFQM in the context of the CSR framework. Campbell (1975) showed that case studies are the basis of most comparative studies. Read Less