Sie sind auf Seite 1von 18

HOW DO COMPANIES USE CORPORATE SOCIAL

RESPONSIBILITY TO STRENGTHEN BRAND EQUITY?


By,
Harshaque Ali

MGA-615 Work Integrated Learning Project 1


MGA-615 Work Integrated Learning Project 1 Harshaque Ali

TABLE OF CONTENT

Chapter 1:

1.1 Introduction…………………………………………………………………………………2

Chapter 2:

2.1 Literature Review…………………………………………………………………………4

Chapter 3:

3.1 The Evolution of Corporate Social


Responsibility……………………………………………………………………………………..6

Chapter 4:

4.1 Research
Methodology……………………………………………………………………….................9

Chapter 5:

5.1 Theory to reality…………………………………………………………………………..11

Chapter 6:

6.1 Analysis………………………………………………………………………………………..14

Chapter 7:

7.1 Conclusion……………………………………………………………………………………16

References…………………………………………………………………………………………17

Page 1 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

CHAPTER 1

INTRODUCTION:

CSR essentially intends to carry on morally, assume a part in the financial


advancement, enhance the existence standard of the representatives and their
families, and do the improvement work, as to construct a school, healing facility
and anything that helps a nearby society and the general population where the
organization is running its task. An organization needs to accomplish something
other than not hurting the general population and the general public. Typically we
see that organizations go to those parts of the reality where there is shabby work,
less limitations and where they can undoubtedly run their task with no issue.
Organizations procure benefits and make the ecological contamination, don’t give
a sensible working condition and accomplish more damage to the general public.

With the expanding rivalry, organizations are considering the CSR concern
important. Nowadays, purchasers have more familiarity with channel of the things
when contrasted with previously. Presently, purchasers connect with the brands
that not just spotlight without anyone else advantages and gainfulness yet in
addition mull over different issues like condition contamination, network and
workers' issues.

CSR nowadays is a hotly debated issue of talk. CSR has influenced the picture of
numerous organizations like Nike, Shell and Coca Cola in India, where their picture
got harmed due to different CSR issues like condition contamination, youngster
work, poor working condition, more harm to the general public and so on. Apple
has additionally been censured in light of poor working condition, low wage rate
and kid work issue
Page 2 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

Significance of the Study

This research will look at the impact of CSR on firms‟ brand equity

Major factors include

 Highlight those factors which can enhance the CSR

 Highlight the main issues and improve the relationship between CSR and
brand equity.

Page 3 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

CHAPTER 2

LITERATURE REVIEW:

CSR is fundamentally the connection between a firm and a network. It incorporates


how a firm manages its providers, clients, network, representatives and intrigue
gatherings. In the previous couple of years, the brand was viewed as not as a
section but rather a different substance of the merchandise, as indicated by Aaker
and Joachimsthaler (2000). Before, mark demonstrate was thought to be the brand
administration group, who make and outline all the brand administration designs,
and brand administrator was in charge of that brand and item in a market.

This writing investigates the CSR, Evolution of Corporate Social Responsibility,


Various wording of CSR, diverse parts of CSR, Brand Equity, five measurements of
brand value hypotheses, partner hypothesis, Freeman versus Friedman
approaches, partner hypothesis in connection to CSR, UN Global Compact, and
ISO26000.

Corporate Social Responsibility

As indicated by Dawkins (2004) CSR is essentially consistency of a firm to act


morally, expanding financial advancement, and change in the lives of their
workforce and their families and assuming a part in the improvement of the general
public. CSR is characterized distinctively in different CSR definitions.

Page 4 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

As indicated by Davis (1973) firm, on who simply take after a portion of the
prerequisites of law isn't known as a socially dependable firm. CSR work begins
from the point where law closes. CSR is to go about as a mindful native and satisfy
the social prerequisite of the network.

For the most recent few years, CSR is the most begging to be proven wrong subject,
in the media as well as in scholastics. CSR significance is expanding with the
expansion in the worldwide business market and development of the products
from one nation and culture to the next. (Mill operator and Besser, 2000).

As per (McGuire, 1963 in Carroll, 1979:498), organizations are not just in charge of
their lawful and budgetary commitments, yet they are additionally in charge of the
general public up as far as possible.

Page 5 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

CHAPTER 3

The Evolution of Corporate Social Responsibility

For the most recent decade, the possibility of collective societal responsibility has
built up a considerable measure from a little and much of the time underestimated
thought of a composite and flexible term. Two teachers Adolf A. William Dodd and
Martha Dodd are the underlying scholastics to examine the Corporate Social
Responsibility issue. Burt and Mellahi (2002) contended that chiefs are just
responsible to hardened investors, while Dodd debated that they have a
predominant and a more extensive assortment of errands. Bowen has been known
as the father of Corporate Social Responsibility in the ongoing years. The United
States watched the present social benefits group amid the 1960s. A blend of the
social rights-development, and the Vietnam struggle in the 1960s and inauspicious
1970s, brushed divergent mutual exercises together. The business surroundings
were twisted crossways the earth by utilizing campaigner accumulations and NGOs.
These days, affiliations, like Green Peace and Amnesty, as often as possible utilize
the impact of media to inform the network regarding business rehearses that they
find publicly rash. Genuine mischief to a firm’s position happens by the undesirable
media consideration. This may cause displeased specialists and a diminished level
of exchange. They questioned that brands were never again promptly worried in
the debate of standards and collective points, however affiliations were likewise
playing out a persuaded mode to delight the prospection from the media and the
human progress. A few compacts were required to adjust their merchandise,
systems, execution and so forth as a reaction to the mounting focus on Corporate
Social Responsibility. One experiential enthusiasm meanings of Corporate Social

Page 6 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

Responsibility came after additional endeavors to measure and break down the
term. These new guidelines of the thought Corporate Social Responsibility were
solid with the implications of Corporate Social Responsibility. Moreover, the focal
point of Corporate Social Responsibility has expanded a considerable measure in
the earlier decade and the discourse of Corporate Social Responsibility is more
being used today.

Impact of Corporate Social Responsibility on Brand Equity:

Brand decency has an inside measurement, which is devotion. As per the


perspective of pundits, dependability has numerous divergent levels. As per the
perspective of old specialists, faithfulness that is connected to the conduct of
clients in the commercial center is called social unwaveringness; social reliability
can be demonstrated by the quantity of continuous acquires or, as indicated by the
purpose of Oliver, the guarantee to re-purchase the item as the principal choice.
The most astounding phase of cognizance is firmly associated with the intellectual
dependability, where consideration in the item is the real issue in a known
gathering, which the clients are helped to remember at first. As per intellectual
devotion, an item ought to be proficient to wind up the respondents‟ first
alternative and ought to be therefore acquired, which is social faithfulness.

Page 7 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

Theoretical Framework:

In this model, CSR is an Independent variable and brand equity is a


dependent variable.

Page 8 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

CHAPTER 4

RESEARCH METHODOLOGY:

Research procedure implies the technique that is utilized for examine on a


particular point. In this exploration approach, the essential patterns will be
considered. The fundamental motivation behind including this section is to survey
the philosophy that is utilized for inquire about and the explanation behind picking
that particular technique in regard to how it causes and prompts a conclusion.

Research Philosophy

The techniques utilized for an examination incorporate considering over the


hypothetically with the goal that the exploration approach can be connected,
Mason expressed (2002). The fundamental reason for clarifying exploration theory
here is to become more acquainted with of however many research strategies and
data as would be prudent so research can be made by get-together information
about the Corporate Social Responsibility of the associations and how they really
rehearse it.

There are also techniques defined used for data acquisition for the purpose of
research in case the data could not be obtained. Saunders et al., (2007) mentions
that research philosophy can be categorized as is shown in the diagram below:

Page 9 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

Page 10 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

CHAPTER 5

From Theory to Reality

The main purpose of “theory to reality” is to find out a connection between the
theory discuss earlier and reality.

In this part, CSR impact on brand equity will be measured by using these variables.

Coca Cola in India

Coca Cola is the main global refreshment organization which is working in excess
of a 100 nations around the globe. It has number of items and around 1.5 million
representatives around the globe. They have 275 overall packaging accomplices
who are working inside the Coca-Cola store network framework to convey their
items.

Coca-Cola4 takes CSR as a noteworthy piece of the business and they are
concentrating on the key zones of CSR like network, vitality and atmosphere,

Page 11 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

economical bundling, working environment, network, water stewardship and so


forth.

Coca-Cola in India has in excess of 25000 workers. They are giving them a superior
and more secure condition and making business openings.

Environment:

Environment Friendly Materials:

So as to wipe out poisonous material, Apple is additionally taking a shot at the


advancement of natural well-disposed materials which incorporate reused paper,
plastic polymers and they discovered numerous approaches to re-built auxiliary
materials. I Phone pressing are made with sustainable froth material and iTunes
cards are made with reused paper. Apple is planning such items which are lighter
in weight in addition to deliver less discharge amid transportation. Apple decreases
I Phone pressing around 42" in 2011 when contrasted with 2007.

Page 12 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

Page 13 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

CHAPTER 6

ANALYSIS

We analyzed the two companies Coca Cola in India and Apple Stakeholder theory
is used for the analysis of four companies by focusing on the 3 variables
environmental, local community and labor. The first stakeholder theory is applied
to firms‟ views than it is applied to the social group, media, and people views.

Stakeholder Theory and Its Implementation of the Firm’s Views

We are concentrating on the freeman approach and as indicated by this approach,


all the partner get equivalent open door in the basic leadership process yet as a
general rule, organizations don’t give level with circumstances in the basic
leadership process. One partner might be more essential for one organization when
contrasted with alternate organizations as we have seen before in the company’s‟
see about CSR. As indicated by that table, the majority of the organizations offer
accentuation to nature as the greater part of the organizations surmise that it is an
imperative piece of partner procedure. One noteworthy reason is the worry of
atmosphere changes and a dangerous atmospheric devation which make
organizations bound to consider this gathering important in a focused situation
particularly Coca-Cola in India and Apple Co. yet, Nike and Shell likewise need to
take condition as an essential piece of the firm’s system since this is the factor
which is significant worry of distinction social gatherings, NGO‟s and individuals.

Nike and Coca Cola in India are taking local community as a major concern. They
are helping community by using different ways and also trying to improve quality
of life of the local community through investing in different development projects
like education, health, water etc. They are also creating different job opportunities
Page 14 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

for the people of local communities. Apple is a bit weak in this sector since they
need to consider local community as an important stakeholder and also need to
work for the betterment of the local society where they are running their
operations.

Page 15 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

CHAPTER 7

CONCLUSION

Based on these discoveries, it has been drawn out that the primary goal of the
considerable number of organizations is benefit augmentation. Organizations will
undoubtedly execute CSR in light of the weight from individuals, NGOs and social
gatherings utilize CSR rehearses in their business. A few organizations built up an
implicit rules, similar to Apple, yet don't legitimately execute it in their store
network. A large portion of the organizations make a move on such issue of CSR
simply after genuine affirmations or higher feedback by media or other social
gatherings.

In the wake of actualizing the stakeholders‟ hypothesis and utilizing the freeman
approach, we come to realize that organizations don't give a similar weight to every
one of the gatherings of partners. Stakeholder’s rehearses differ from organizations
to organizations, and even nation to nation, as Apple’s hones executed in China
shift from those honed in the USA. Shell’s practices may change in the UK from
those in Nigeria.

Something else is that company’s mark value is likewise influenced on the off
chance that they don’t take after CSR rehearses; like in India, a portion of the Coca
- Cola packaging plants were shut after the affirmations and feedback from various
NGOs and media that they were utilizing dangerous water and were making a
deficiency of water, where they had their plants.

Page 16 of 17
MGA-615 Work Integrated Learning Project 1 Harshaque Ali

REFERENCES:

Bendall, J., Concannon, T., Shah, R., Visser, W. and Young, M. (2003). Lifeworth
annual review of corporate responsibility. Retrieved: December 7, 2011, from:
http://www.lifeworth.com

Carroll, A.B. (1991). The pyramid of Corporate Social Responsibility: Toward the
Moral Management of Organizational Stakeholders. Business Horizons.

Carroll, A.B. (1999). Corporate Social Responsibility; Evolution of a Definitional


Construct. Business and Society, Vol. 38 No. 3, 268-295.

Lee,C.C.,Chang,C.P.,(2008)UnemploymenthysteresisinOECDcountries:Centurialtim
eseries withstructuralbreaks,“EconomicModeling”,Netherlands,Elsevier.

Lowrey,Y.,(2003)Theentrepreneurandentrepreneurship:aneoclassicalapproach,UR
L:

Page 17 of 17

Das könnte Ihnen auch gefallen