Corporate Social Responsibility in Apple Inc.

This presentation discusses the sustainable strategy and development of CSR in Apple Inc. and its correlation with sustainable development. It covers the Dow Jones Sustainability Index (DJSI) and the Apple Inc sustainability report. The presentation also provides recommendations for managing activities of modern companies.

Corporate Social
Responsibility

Introduction
 Apple Inc. is an American technological company that designs, sells
and develops consumer electronics, online services and computer
software.
 The hardware products includes the iPhone line of smartphones, iPad
tablet, mac personal computers and many more.
 The software includes the iOS operating systems, iTunes media player
and Xcode.
 As a multinational and the biggest company in the world it has been
tasked to provide corporate social responsibility as a best
practice(Cheng, Ioannou, & Serafeim, (2014).

Sustainable strategy
 Thus, the strategy of sustainable development of the organization
implies an anti-crisis strategy of the enterprise, which is based on the
principles of CSR.
 This fact reflects the current trend of transition from management in
a crisis to crisis management, involving the use of proactive
measures aimed at preventing a crisis.
 Business serves society, and not vice versa(Epstein, 2018).

Development of CSR in Apple Inc
 Accordingly, CSR can be defined as a rational response of the
company to a system of conflicting expectations of stakeholders
aimed at the sustainable development of the company.
 This interpretation of CSR is, in fact, universal, because, reflecting the
characteristics of the specific content of CSR, it is aimed at the
sustainable development of any organization in business i.e.

Cont…
 Accordingly, CSR can be defined as a rational response of the
company to a system of conflicting expectations of stakeholders
aimed at the sustainable development of the company.
 This interpretation of CSR is, in fact, universal, because, reflecting the
characteristics of the specific content of CSR, it is aimed at the
sustainable development of any organization in business i.e.
 A CSR entity in a broad sense is a company engaged in business, in
the narrow sense it is a company that solves the strategic task of
sustainable development. (Frynas, & Stephens, 2015).

Strategy and Theories in CSR
 Experts carry out continuous monitoring of the current activities of
companies to ensure compliance with established criteria for
sustainability.
 Companies with acceptable values of the components of the index
are included in the rating.
 In case of a serious violation of at least one of them, the company
may be excluded from the rating.
 There is another method for assessing the level of sustainable
development of the company using the Sustainability Assessment
Model (SAM), proposed in 1999(Schwartz, 2017). .

Cont…
 In addition, there are methods that assess the degree of sustainable
development of energy companies, covering such important
indicators as economic efficiency, environmental and social
responsibility, innovation activity, etc.
 For example, the Institute for Energy Strategy is developing a family
of sustainable development indexes .
 The main components of sustainable development are divided into
three basic groups that characterize the levels of energy efficiency,
environmental and social responsibility of the company

Model in CSR
 An important feature of the SAM model is the monetization of all
components considered, which ensures their compatibility and the
possibility of necessary adjustments in each particular case.


Sustainable Development
 At present, the term "sustainable development" is quite common in
modern scientific, corporate and political lexicon.
 In recent years this concept has been increasingly used both in the
format of international relations and in program documents of various
levels.
 On the corporate websites of many American and foreign companies,
along with the sections on corporate social responsibility, sections
appear on sustainable development(Schwartz, 2017). .

Cont…
 Naturally, with such an approach, a sustainable development strategy
cannot be effectively implemented in a company.
 The question of how the concepts of "corporate social responsibility"
and "sustainable development" correlate is important.

Cont….
 Many companies, as a synonym for CSR, use the term “sustainability
of development”, and interpret it differently(Tai, & Chuang, 2014)..
 Is the development of the enterprise or the environment in which it
operates sustainable?

Apple Inc sustainability report
 This is not an idle question, and many companies believe that their
responsibility is not to preserve the sustainability of the enterprise’s
development, but to ensure the stable functioning of society as a
whole and its most important institutions (education, health care,
national culture and traditions).

PR
 Moreover, if it falls into a crisis situation, then many of these ties,
being fragile, will simply collapse.
 This happens because business partners and employees of the
company no longer trust her, doubting her ability to emerge from a
crisis, etc.
 Relationships in the business community are objectively manifested
interconnections of people, reflected in the content and direction of
their real interaction and communication and generating a subjective
vision of their position(Tai, & Chuang, 2014)..

Cont…
 So is the current stage of development of business , characterized
primarily by the growth of large companies, objectively requires
linking strategic management with CSR as the basis for the
organization’s future sustainable development, be ordered positive
impact on the environment.

Environmental sustainability
 That is why in the standardized report on sustainable development,
along with such sections as corporate principles, values and culture;
economic performance and development;
 environmental sustainability of production; social policy of the
company, there are sections that reflect the strategic goals of the
company, future challenges and tasks of the company, as well as
possible threats of crisis(Tai, & Chuang, 2014)..

Cont…
 Sustainable development and corporate social responsibility have
become the most important tools for managing the activities of
modern companies.

Recommendations
 Indicators of sustainable development have wide practical
application.
 They are used to form a portfolio of socially responsible investment,
financial instruments and products, identify leaders in the field of
sustainable development, compare best practices of various
companies, and assess the profitability of portfolios of socially
responsible investment.
 Indicators and indices of sustainable development are calculated.

Cont…
 Business is an institution generated by social development, and it
seems obvious that organizations engaged in business are
responsible to society and are obliged to meet certain public
expectations.
 A CSR entity in a broad sense is a company engaged in business, in
the narrow sense it is a company that solves the strategic task of
sustainable development.

conclusion
 The most popular method for assessing the level of sustainable
development of the company using the Dow Jones Sustainability
Index (DJSI). The values of the index are published since 1999. It is
calculated on the basis of a system of weights for various qualitative
and quantitative indicators in three areas:
• social impact. The development of human capital, attracting and
retaining talented employees, labor relations, corporate social
responsibility and philanthropy, social reporting are assessed.

References
 References
 Cheng, B., Ioannou, I., & Serafeim, G. (2014). Corporate social responsibility and access to
finance. Strategic management journal, 35(1), 1-23.
 Epstein, M. J. (2018). Making sustainability work: Best practices in managing and measuring
corporate social, environmental and economic impacts. Routledge.
 Frynas, J. G., & Stephens, S. (2015). Political corporate social responsibility: Reviewing theories
and setting new agendas. International Journal of Management Reviews, 17(4), 483-509.
 McWilliams, A. (2015). Corporate social responsibility. Wiley encyclopedia of management, 1-4.
 Schwartz, M. S. (2017). Corporate social responsibility. Routledge.
 Suliman, A. M., Al-Khatib, H. T., & Thomas, S. E. (2016). Corporate social
responsibility. Corporate Social Performance: Reflecting on the Past and Investing in the Future,
15.
 Tai, F. M., & Chuang, S. H. (2014). Corporate social responsibility. Ibusiness, 6(03), 117.
 Yakovleva, N. (2017). Corporate social responsibility in the mining industries. Routledge.