starbucks in dk
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Business Research Methods and Theory of ScienceSemester project - Examination
Simona-Diana Saptebani
International Marketing
Aalborg University, 18th of January, 2011
The concern of Corporate Social Responsibility
aspects when building an Expansion Strategy
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Presenting the structure:
What?
1.Purpose of the presentation
2. Key issues of CSR
Why?
3.Importance of CSR aspects when creating an expansion
strategy
How?
4.CSR activity decision
5.CSR strategy process
6.CSR limitations
7.Conclusions
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Purpose of the presentation:
Own creation inspired by Mintzberg (1998) and Wild (2010).
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Key issues of CSR:
Human rights
Employee rights
Environmental protection
Community involvement
Supplier relations
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Importance of CSR aspects when building an Expansion Strategy:
Business expansion
Growth of the impact on the society and environment
More notable Image damage
Trust damage
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Corporate Social Responsibility
To remain competitive
Employee engagement
Employee retention
Employee recruitment
Market strengths
Identity strengths
Responsible behavior
Consumer and communities sensitivity
Mets governmental regulations
Business viability
Tool for survival
Reputation
Society benefits
Competitive advantage
Planet benefits
Profit benefits
Importance of CSR aspects when building an Expansion Strategy:
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CSR activity decision:
Direction
→ generic social impact
→ value chain social
impact
→ social dimensions of
competitive context
Strategic Approach
→ Responsive CSR
→ Strategic CSR
Focus areaPorter and Kramer (2006)
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CSR strategy process:
Wirtschaften (2007)
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Examples of CSR strategies that companies use to adopt:
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CSR limitations:
A CSR issue can be hidden and immeasurable;
Can represent more risks than opportunities / higher cost than
profits;
Integration of CSR requires a deeper transformation of
companies' core business and product;
Companies have a low level of control over sustainability because
this might occur in supply chain rather than in their own operations;
Lack of control when it requires changes in cultural norm, habits
or identities.
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Conclusion:
The absence of the CSR when adopting an expansion
strategy can be damaging for the company;
The competitive aspects and the supply chain activities
need to be looked at also from the CSR point of view, when
deciding an expansion strategy;
The CSR has to be part of the vision, mission and objectives
in order to evaluate the results, benefits and impact that the
strategy has on the society and environment.
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Proposal of topics to discuss:
How to deal with the limitations just presented?
Today, CSR is rhetorical or real?
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Thank you for your attention!