Corporate Social Responsibility and Long-Term Sustainability in Johnson and Johnson

Dissertation

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................3
Background of the study..............................................................................................................3
Research aim and objectives........................................................................................................3
Research questions.......................................................................................................................4
Rationale of the study..................................................................................................................4
Significance of study...................................................................................................................5
Dissertation structure...................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Theme 1: CSR and stakeholders theory assessment....................................................................7
Characteristics of the stakeholder groups and their impact on business.....................................7
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................11
Research type.............................................................................................................................11
Research approach.....................................................................................................................11
Research philosophy..................................................................................................................11
Data collection...........................................................................................................................11
Data analysis..............................................................................................................................11
Reliability and validity..............................................................................................................11
Ethical considerations................................................................................................................11
Research limitations...................................................................................................................11
REFERENCES..............................................................................................................................12

Topic: Corporate social responsibility as a business strategy for the formation of long-term
sustainability in the international pharmaceutical company Johnson and Johnson\
CHAPTER 1: INTRODUCTION
Background of the study
In the current times, CSR becomes the main part of an organization which in turn helps it
in building distinct image in the mind of stakeholders and achieving success. From assessment, it
has identified that lack of sustainability in the operations of business units exist when they lay
focus only on the attainment of profit margin and avoids the expectation of long-term
stakeholders (Carroll and Shabana, 2010). Hence, now for gaining competitive edge over others
it is highly required for the companies to understand the needs & expectation of stakeholders and
link the same with organization’s strategic framework. CSR may be served as a highly effectual
strategy that assists company in building sound relationship with the stakeholders such as
employees, suppliers etc. For instance: Customers usually prefer to purchase products or
services with which they are highly satisfied. Thus, strategic actions like CSR help company in
evolving satisfaction among the stakeholders and creating long term sustainability.
The present dissertation is based on Johnson & Johnson which is one of the leading
pharmaceutical companies in the world. With the motive to attain success and building
competitive image in the mind of customers JNJ places high level of emphasis on undertaking
CSR initiatives. Hence, JNJ implements Health for Humanity 2020 program and thereby focuses
on avoiding the death of HIV infected mothers. Such concerned CSR program will also provide
high level of assistance in reducing problems such as tuberculosis as well as HIV infected
newborns and children deaths (J&J Shifts Focus to Material Impacts for People, Places, Practices
in New 2020 Goals, 2018). Thus, JNJ takes initiatives and undertakes comprehensive programs
that make improvement in the health of people around the world. Hence, current investigation
will shed light on the manner in which JNJ can ensure long-term sustainability by employing
competent strategy such as CSR.
Research aim and objectives
Aim