Corporate Social Responsibility Journey

Corporate Social Responsibility Journey

There are many good examples of companies that have successfully implemented corporate social responsibility (CSR) that Global Pro-tech can learn from. As a human resource responsible for advancing the corporate social responsibility of Global ProTech Company, I will direct this company to learn from companies such as Johnson & Johnson, Coca-Cola, and Starbucks. Johnson & Johnson, a global pharmaceutical company, is an excellent example of a company that does well in CSR. Johnson & Johnson (J&J) focused on reducing its impact on the planet thirty years ago (Digital Marketing Institute, 2021). Its initiatives range from harnessing wind power to providing safe, clean water to the community around the globe. J&J purchased a private energy supplier in Texas, allowing it to cut pollution as it offers renewable energy. J&J aims to have 100% of its energy from renewable sources 2025.

Coca-Cola is another multinational corporation that has performed well in CSR issues. Coca-Cola focuses on sustainability, and its key areas are climate, agriculture, and the packaging of its drinks. Coca-Cola’s message is “world without waste” (Digital Marketing Institute, 2021). Starbucks is another excellent example of a company that has performed well in corporate social responsibility. Starbucks focused on ethical sourcing; it ensured that 99% of its coffee supply chain was ethically sourced (Digital Marketing Institute, 2021). It assesses coffee farms against specific economic, social, and environmental standards to ensure they can source their products and maintain a positive social and environmental impact.

Revisioning Our Thinking about CSR at Global Pro-Tech

At Global Pro-tech, we can borrow some concepts of CSR from these companies that have managed to implement their CSR plans well. Global Pro-tech can learn from Johnson & Johnson that we can create renewable energy sources rather than depending on the national grid. Similarly, we can learn from Coca-Cola that communities can benefit from our organization by providing essential services such as water (Okpara & Oldowu, 2013). From Starbucks’ approach to CSR, we can learn that firms can use their powers to promote ethics and sustainability in society.

The Vision Statement for CSR at Global ProTech

Global ProTech Company’s vision is to build a company that continually advances its ethical, social, and environmental performance through sustainable operations. This vision depicts that Global ProTech Company aims to become a company that often meets ethical standards and constantly works on social and environmental matters. It will achieve this by operating sustainably (Eweje, 2014). Sustainable operation means having operations that are conscious of the environment.

If any aspect of business has attracted attention in the last few years, it is corporate social responsibility. One may wonder why many organizations are discussing CSR and why most are implementing CSR activities. Business corporations engage in corporate social responsibility activities with specific goals (Okpara & Oldowu, 2013). For example, the purpose of Global Pro-tech in engaging in CSR activities would be to help other parties win, which would allow the company to grow and have a more significant influence on society.

One of the interesting phenomena in the modern world is that the young generations, such as the millennials and Generation Z, prefer to buy products from firms that prove that they are carrying and implementing CSR. These young people have a soft eye for companies that strive to conserve the environment (Eweje, 2014). This revelation means that modern consumers are environmentally conscious and would always want to associate themselves with business firms that operate sustainably to conserve the environment. Therefore, Global Pro-tech engages in corporate social responsibility activities to appeal to modern consumers (Nasrullah, Rahim, 2014). Another goal presented the vision for practicing corporate social responsibility to be socially and environmentally responsible for what the company does. Being socially accountable means helping society solve the problems that might trouble them. This can be done by providing the missing resources, such as water, schools, energy, and so on, to improve the lives of the members of society (Okpara & Oldowu, 2013). Being environmentally responsible means operating with the mind of preserving the environment. Firms must use caution not to destroy the environment but rather conserve it.

The Potential Impact of This Vision

The first potential impact of CSR is that it empowers employees to leverage corporate resources to do even better. Taking care of the employees through good pay and other employee benefits allows employees to work even positively and better. Secondly, the CSR vision can build a company’s image and bolster its brand globally (Mondo, 2021). For example, companies such as Coca-Cola, Starbucks, and J&J are strong brands globally because they believe in and implement CSR activities that benefit societies (Nasrullah, Rahim, 2014). Social responsibility could quickly boost employees’ morale at their workplace and do work to their full potential to the company’s benefit.

Moreover, firms that implement social responsibility tend to have an opportunity to stand out among the rest and overcome competition since they cultivate superior and positive brand recognition by the customers. If a company spends its cash doing community work helping people in need, building schools, and providing water resources, it becomes familiar to the population (Mondo, 2021). Therefore, when these people find the company’s products on the market, they quickly identify and differentiate them from others (Okpara & Oldowu, 2013). Thus, CSR is one way of building a brand; companies that actively engage in corporate social responsibility activities usually spend little on product promotion because the customers already know the company and its products.

References

Crane, A. (2008). The Oxford handbook of corporate social responsibility. Oxford; New York: Oxford University Press.

Digital Marketing Institute. (2021). 16 Brands Doing Corporate Social Responsibility Successfully. Retrieved from https://digitalmarketinginstitute.com/blog/corporate-16-brands-doing-corporate-social-responsibility-successfully

Eweje, G. (2014). Corporate social responsibility and sustainability: emerging trends in developing economies. Bingley, U.K: Emerald, 2014.

Gonzalez-Rodriguez, R., Diaz-Fenandez, C., Simonetti, B. (2015). The social, economic and environmental decision of corporate social responsibility: The role consumers and potential entrepreneurs play. International Business Review, 24, 836-848

Mondo. (2021). Corporate Social Responsibility: What it is, Why it Matters & How it Impacts BuBusinesshttps://mondo.com/corporate-social-responsibility-impact/

Nasrullah, N.M., Rahim, M.M. (2014). CSR in Private Enterprises in Developing Countries. CSR, Sustainability, Ethics, and Governance, https://doi.org/10.1007/978-3-319-02350-2_2.

Okpara, J & Oldowu, S. (2013). Corporate social responsibility: challenges, opportunities, and strategies for 21st-century leaders. Berlin: Springer.

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As the new HR executive at Global ProTech hired to help advance the CSR vision for the organization, you have been working on a proposal for what CSR should look like at your organization. However, to be truly satisfied with your work, you have continued your research and assessment of the organization and examined how other organizations have effectively conceptualized CSR. In other words, your vision of what Global ProTech needs to do continues evolving.

Corporate Social Responsibility Journey

To complete this Assignment, review the Learning Resources for this week and respond to the following key points in a 3- to 4-page academic paper; refine your proposal for what CSR should look like at Global ProTech.

**Explain how you will draw from the stellar examples in the assigned resources to revise your thinking about CSR in your organization.
**Note elements or opportunities you overlooked in your previous vision.
**Write the vision statement for CSR at Global ProTech that could advance valuable initiatives fundamental to the company’s contribution to a sustainable future. i.e., being able to sustain this effort over time. Remember that through your vision statement, you will paint a picture with words for the goals of the CSR initiative at Global ProTech.
**Analyze the potential impact of this vision, if realized, on its internal environment (i.e., its operations, its employees, its success) and externally (i.e., the industry, communities, and worldwide initiatives).