Exploring the Role of Corporate Social Responsibility (CSR) in Business

The provided content comprises a collection of academic articles and papers that explore various aspects of corporate social responsibility (CSR), sustainability, and business ethics. The studies examine the effects of message appeal and service type in CSR communication strategies, the role of activeness and networks in the internationalization of small and medium enterprises, and the congruence between organizations and their CSR activities. Additionally, the papers discuss the development of a CSR model for practice, the communication of CSR activities via social media, and the impact of brand familiarity on consumer responses to CSR initiatives. The studies also explore the relationship between CSR and financial performance, as well as the role of corporate heritage in building responsible brand images.

IMPLEMENTING CSR ACTIVITIES WITHIN ORGANISATION
TO MEET SUSTAINABLE OBJECTIVES
STUDENT NAME:
STUDENT ID:

Table of Contents
INTRODUCTION.......................................................................................................................................1
TASK 1.......................................................................................................................................................1
P1 Devise project aims and objective for CSR........................................................................................1
P2 Produce a project management plan.................................................................................................2
P3 Produce a work breakdown structure and a gantt chart to provide time-frame and stages for
completion..............................................................................................................................................3
TASK 2.......................................................................................................................................................5
P4- A small scale research through qualitative and quantitative research methods..................................5
TASK 3.......................................................................................................................................................9
P5 – Analysis of research and data through an efficient method...........................................................10
P6 – Recommendations for meaningful conclusions on CSR activities.................................................15
TASK 4.....................................................................................................................................................16
P7 Reflective study on the value of CSR activities for sustainable organisation...................................16
REFERENCE............................................................................................................................................18

INTRODUCTION
Corporate Social Responsibility (CSR) as business guideline regulates a firm not only to
operate as a legal organisation but also ensures that they indulge in such business activities that
can avoid environmental pollution and overwhelming consumption of finite resources. Here, in
this study, the organisation Hartmann, has been chosen, which is highly involved in activities
like climate protection, Let’s Go green Awareness Campaign, recycling of products, planting of
trees, reduction of CO2 emission, CO2 neutral egg packaging and so on. It is the largest producer
of moulded-fibre egg packaging that has expert technological knowledge and widespread
experience in fiber manufacturing. In this paper, various aspects of CSR and the involvement of
the chosen company in such ground has been explored.
TASK 1
P1 Devise project aims and objective for CSR
Business operation and profit maximization go hand in hand. When a man thinks of
starting a business, money making becomes the primary motive and social welfare remains at the
back. Corporate Social Responsibility is a new born concept, whereby any business organisation
has to keep in mind about the welfare of the society while starting any business (de Jong and van
der Meer, 2015, p.3). According to Maas and Reiner, (2014, p.107), a new additional term is
‘sustainability’ where a business organisation must deal with any product that does not hamper
the larger society outside. As per Yoo and Chon, (2013, p.414), business ethics is important for
conducting any business and must consider what is right and wrong. Many business
organisations straightaway start an organisation considering only the factors which can bring in
profit while ignoring the moral and ethical grounds.
In this age of globalization and competition, by default, companies have to get
competitive (Pai et al. 2015, p.686). In addition to this, it can be stated that in the midst of that
Hartmann have realized the need to get involved in social responsibilities and welfare all over
the world.
1

Project Aim
The main aim of the project is to identify the various CSR activities that the company has
engaged itself in and to analyze the necessity of such activities for the welfare of the community
outside.
Objectives of this project
 To identify the various CSR activities that the company involved in
 To analyze the effect of such involvement in the business
 To recommend steps for further improvement of the business in terms of profit
maximization, as far as consumers is concerned.
P2 Produce a project management plan
Scope: The scope of the project is to research with a proper methodology to clarify the
significance of CSR activities. It will deal with the collection and analysis of data and provide
suggestion on ways of profit maximization, as far as business and customers are concerned.
Included Scope
The general view of the society has been included to understand the effect of CSR on the
people. The parameters of time, cost, risk and limitations have also been included.
Excluded Scope
The personal details of the employees have not been included and it will focus only on a
limited number of people.
Time period and estimated cost: Dr Martin Barnes, in mid-1980s, created the Project
Management Triangle, which includes the time, cost and the quality that is required to complete
a project. Quality, cost and time are interrelated such that focus on one will have an impact on
the rest two (Meixner et al. 2015, p.360). This project will be completed within 8 weeks and all
research work must be done within the stipulated time. All hard work must be given to bring the
project to its most desired form within the allocated cost
Communication: In order to carry out the project effectively, there must be an effective
flow of information. There must be a proper conveying of the message to the people about the
reason for conducting such survey so that the survey comes out to be as authentic as possible. In
Spite of having a good plan and organizational structure, the people must be the backbone of the
entire project, or else it will fail (Ciravegna et al. 2014, p.1085). It must be ensured that the
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project is genuine with the correct information from the people and free from wrong
controversial implications. After the entire project is done the collected data must be conveyed to
the management along with the methodology and information, in advance so that they can share
the time of the interview beforehand, as per schedule.
Deliverables
This project will be able to provide an intense knowledge on the social responsibility
taken up by the company and what effects it has brought on its performance and growth in the
market. This will help the company to realize its current position and provide suggestion on how
to further its potentiality to aim for greater improvement.
Success Criteria
The success criteria of the project will be measured by the extent the company is able to
enhance its activities related to CSR and satisfy its consumers.
Assumptions
The project will be based on the assumption that the views of the people will be true to
the best of its possibilities, free from any manipulations and influence. The managers must also
share their plans as per the requirement without any false reply.
Implementation plan
The project will start in next week. Prior to that, the resources must be identified,
questionnaires must be prepared for the survey, after which the received data will be analyzed
followed by the recommendation.
Process
The main process involved here includes conducting of surveys, collection of data and
then analyzing it to come to a proper conclusion.
P3 Produce a work breakdown structure and a gantt chart to provide time-frame and stages for
completion
Work breakdown structure
3

Figure 1: Divided work structure of project
(Source: Created by Self)
Task Name Duration Start Finish Predecessors Total Slack
CSR implementation
project 80 days Mon 6/26/17 Fri 10/13/17 0 days
Stage phase 22 days Mon 6/26/17 Tue 7/25/17 0 days
Project requirement 7 days Mon 6/26/17 Tue 7/4/17 0 days
Identification 6 days Wed 7/5/17 Wed 7/12/17 3 0 days
Design 9 days Thu 7/13/17 Tue 7/25/17 3,4 50 days
Second phase 28 days Thu 7/13/17 Mon 8/21/17 0 days
Research
methodology 12 days Thu 7/13/17 Fri 7/28/17 4 0 days
Approach 8 days Mon 7/31/17 Wed 8/9/17 7,5 47 days
Data collection 16 days Mon 7/31/17 Mon 8/21/17 7 0 days
Third phase 23 days Tue 8/22/17 Thu 9/21/17 0 days
Data analysis 10 days Tue 8/22/17 Mon 9/4/17 9 0 days
Project compilation 13 days Tue 9/5/17 Thu 9/21/17 11,9 0 days
Fourth phase 13 days Fri 9/22/17 Tue
10/10/17 0 days
CSR implementation
and execution 7 days Fri 9/22/17 Mon 10/2/17 12,11 0 days
4

Proper
documentation 6 days Tue 10/3/17 Tue 10/10/17 14 0 days
Final phase 3 days Wed
10/11/17 Fri 10/13/17 0 days
Project closure 3 days Wed
10/11/17 Fri 10/13/17 15 0 days
Gantt chart
Network diagram
5

The results of the network diagram presented that the project of CSR implementation will
take time duration of 80 days.
Gantt chart
Steps 1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
Topic
Requirements
Research
methodologies
Data collection
Analysis
Recommendatio
n
Conclusion
Final Report
Table 1: Timeline for the Project
(Source: Created by Self)
TASK 2
6

P4- A small scale research through qualitative and quantitative research methods
According to Clapp and Rowlands, (2014, p.42), the CSR approach can be transformed
easily by the large companies into SMEs where the characteristics and structure of both types of
industries will differ from each other. Smaller companies have informal culture with looser
control system. Implementation of CSR mainly needs the administration which is costly as well
as time-consuming. Hence, it is not always possible to transfer it to smaller companies because
they consist of limited resources.
A research methodology in order to meet the aims and objectives are discussed below:
As stated by Kolk, (2016, p.23), a conduction of research is done in order to identify the CSR
activities by Hartmann and also for analyzing their impact on the patrons. Furthermore, the views
of this company’s managers in terms of this topic also are in need to be resolute.
Research philosophy
In the words by Homburg et al. (2013, p.54), it is classified into three types, named as
positivism, interpretivism, and realism. The data collected by the researcher in case of realism is
determined based on various aspects that do not exist in real life. In case of interpretivism,
collected information is interpreted by the researcher in accordance with the perceptions he is
able to represent. The positivism philosophy considers that the collected data can be analyzed
based on the facts that are already in existence. In this study, positivism philosophy is used
because the data will be analyzed with the help of existing facts for better outcome.
Figure 2: Research Philosophy
(Source: Created by the Author)
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Positivism

Research approach
In order to carry out any kind of research, there are two distinct approaches which are
often used. As commented by Grabara et al. (2014, p.148), the selection of the approach is very
important to be sensible in order to have a direct impact on the results of the research. The two
kinds of approaches named as inductive approach and deductive approach for implementing it in
the research procedure. Inductive approach acts with the formation of theories based on the
observations prepared. In deductive approach, from the existing theories, the conclusions are
removed followed by the authenticity of these theories. As stated by Andreu et al. (2016,
p.1488), in order to do the justification of the presented theories, the researcher makes an effort
with the help of the data analysis. In this study, the deductive approach is said to be the research
that deals with the presented facts and not kinds of innovative theories or facts are shaped.
Figure 3: Research Approach
(Source: Created by Self)
Research Design
According to Schaltegger et al. (2016, p.21), three types of research designs are there
which are exploratory, explanatory and descriptive. The explanatory designs state that the data is
collected from different sources followed by the analysis. The pros and cons of these data are not
created in this case. The exploratory design does engage exploring various types’ research
features. Nevertheless, this is not possible to draw any conclusion from the research for
implementing in future. The descriptive design deals with the descriptive study of collected
information for making appropriate conclusions of the research that can be utilized for getting
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InductiveApproachDeductiveApproach

the solutions to the issues related to the research. Thus, this type of research design has been
used in this study for an effective result.
Figure 4: Research Design
(Source: Created by the Author)
Data collection
As stated by Boons and Lüdeke-Freund, (2013, p.10), the key step to doing a research is
data collection because the research without data cannot be carried out for further steps. The
gathering of data can be done usually in two distinct ways which are termed as a primary and
secondary method of collecting data. Primary data includes those data which are gathered by a
researcher personally by taking the support of surveys and interviews. On the hand, the
secondary data can take from the renowned researcher’s literary works that have been done in
the past related to this topic. According to Türkel et al. (2016, p.228), further classification of
primary collecting data methods is termed as qualitative data and quantitative data. With the help
of interviews, qualitative data is collected whereas, by doing open ended and close ended
questions surveys quantitative data can be analyzed. The quantitative data can be depicted by
using charts and graphs. In this study, the qualitative, as well as quantitative data is gathered and
calculated.
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ExploratoryExplanatoryDescriptive

Figure 5: Data Collection
(Source: Created by Self)
Sampling technique
As mentioned by Tata and Prasad, (2015, p.765), in order to collect data from the mass, a
sample selection needs to be done. Different types techniques are there for sample selection and
it can be selected in accordance with the research requirements. The two types of techniques are
termed as probability sampling and nonprobability sampling. The probability sampling is
implemented in a haphazard way and all the audience carries an equal probability of being
inclusion in the sample. In case of non-probability sampling, sample units have different
probability of being inclusion in the sample. Thus, in this study, the probability technique is used
for creating the sample for having not differenced while selection process.
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PrimaryDataSecondaryData

Figure 6: Sampling technique
(Source: Created by the Author)
Sample Size
In order to originate this study, the questionnaire was distributed to 40 people out of
whom 25 were observed to be complete while others were incomplete. Hence, the incomplete
feedbacks were ignored and based on 25 samples the analysis has been done. Two managers of
Hartmann will be interviewed for the qualitative research.
Ethical consideration
As commented by Blombäck and Scandelius, (2013, p.362), a research generally deals
with mass interaction and gathering their viewpoints and feedbacks on a relatable topic. Thus, it
is important to follow certain ethics that are related for the purpose of doing this research. For
this research, the information is collected by following the assigned deliberations and unfair
means has not place in it. The mass was totally aware of the purposes and the uses of the data
given to them. The people were not provided with any money in exchange of the information. In
the words by Saveanu et al. (2014, p.826), they fill the questionnaires on their will and not by
any kind of forces. Not types of manipulations are executed in the process of receiving data and
the framed questions were made on the basis of not hurting the sentiments of any people.
TASK 3
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ProbabilitySamplingNonprobabilitySampling

P5 – Analysis of research and data through an efficient method
After collecting all the required data, it was further analyzed in order to represent with the help
of different graphs. The data analysis is as follows:
Quantitative Research:
Q.1) Do the small business enterprise Hartmann has CSR activities?
Option
s
% respondents No. of received respondents Total Respondents
Yes 40% 10 25
No 60% 15 25
Table 2: Awareness of CSR activities
(Source: Created by Self)
Yes No
0%
10%
20%
30%
40%
50%
60%
70%
40%
60%
Awareness about CSR
Awareness about CSR
Figure 7: Awareness of CSR
(Source: Created by Self)
Analysis:
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It has been observed in accordance with the received responses from the mass that the majority
of people have knowledge about CSR activities of Hartmann. Due to efficient advertisements
created by the company, it has been made possible for the survey.
Q.2) How far the social activities of Hartmann please you?
Options %
respondents
No. of received respondents Total Respondents
Highly pleased 32% 8 25
Pleased 40% 10 25
Neutral 16% 4 25
Not at all pleased 8% 2 25
Extremely unhappy 4% 1 25
Table3: Pleased with CSR activities
Source: Created by self
32%
40%
16%
8% 4%
Pleased with CSR Activities
Highly pleased
Pleased
Neutral
Not at all pleased
Extremely unhappy
Figure 8: Pleased with CSR activities
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(Source: Created by the Author)
Analysis:
From the receive data, it can be stated that the pleased number of people are maximum with the
organisation’s social activities. Some people have given neutral response and the people who are
not all pleases are negligible in numbers. It is a proved fact that the company manages to create a
positive impact on the thoughts of the mass which builds company’s reputation.
Q.3) Do you agree with CSR activities should increase in this company?
Options %
respondents
No. of received
respondents
Total
Respondents
Agree 60% 15 25
Neutral 24% 6 25
Disagree 16% 4 25
Table 4: Improvement of CSR activities
(Source: Created by the author)
Agree
Neutral
Disagree
0% 10% 20% 30% 40% 50% 60% 70%
60%
24%
16%
Chart Title
Figure 9: Improvement of CSR activities
14

(Source: Created by self)
Analysis:
In order to know about the viewpoint of people about increasing CSR activities, a question was
asked. From the received data, it has been found that the positive impact was maximum among
the people. It leads to an inspiration for Hartmann to create future plans.
Qualitative Research:
Q1: What types of CSR activities does your company maintain?
Operational Manager HR Manager
“ We conduct programmes on planting trees
and also conduct recycling of various clinical
products”
“ We mainly aim to reduce the emission of
CO2 for more safe environment and to
avoid accidents”
Table 5: Company’s CSR activities
(Source: Created by self)
Analysis:
In the interview, the managers were questioned about the CSR activities practiced in their
company. They responded excitedly that they have held many programmes on planting trees and
conducted methods of recycling clinical products for the purpose of society’s future. In addition
to it, they also planned to reduce the emission of harmful gas like CO2 for creating a safe
environment for the patients.
Q2: What are the benefits does your company get through CSR activities?
Operational Manager HR Manager
“ It has resulted to an increase support
of the investors and also more number
of patients”
“ Due to positive feel in the atmosphere of the
workplace, the performance of the employees
also gets increased”
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Table 6: Benefits of CSR activities
(Source: Created by the Author)
Analysis:
In accordance with the operational manager, the CSR activities have impressed the investors
which led them to decide for supporting the company furthermore in future. As Hartmann
recorded to be involved in the social cause for a long time, their patrons have decided to take this
as their opportunity for helping society. From the company, they have started grabbing more
services to make sure their payment gets distributed to the society who are in need. Therefore, it
leads to a positive impact on the employees which make them motivated to accomplish their
goals.
Q.3) what are your future plans for increasing CSR activities?
Operational Manager HR Manager
“ We will increase CSR activities further
and investments will also be created in
this platform”
“ In future, we will open the medium for the
employees to make them come up with their
own innovative ideas”
Table 7: Future Plans for CSR activities
(Source: Created by Self)
Analysis:
In this context operations manager discussed the future plans of the company. This
movement made the investors reacts with a positive impact to make further investments in the
company. The company decided to make more investments for making more contributions to the
society through these actions. Furthermore, the employees are inspired to come in front with
innovative ideas where they will be rewarded to participate in these activities.
P6 – Recommendations for meaningful conclusions on CSR activities
Hartmann won the prestigious European Business Award which mainly includes
commercial success, innovation, and business ethics. Its main achievements were responsible use
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of resources, CO2 being a neutral product for customers, social responsibility, and safety. The
product is sold globally; with its main market is South America and Europe. Headquartered in
Denmark, production takes place in its own factories, of which four are in Europe (Hungary,
Croatia, Denmark, and Germany), one in Israel and Canada and four in South America. No doubt
Hartmann has been successful in implementing its CSR activities quite well, whether in terms of
waste water management or climate protection technology. But its production and market are
mostly concentrated in the technologically advanced countries, leaving aside the less developed
countries of the world. Having achieved so much of success in the protection of the environment,
including the winning of the CSR award by the Croatian Business in 2014, it is will be beneficial
for the company to expand its market in the southern countries of Africa, India which are still
backward and ignorant of pollution free consumer-friendly technologies. Unemployment is the
major disease of these third world countries. Expansion of markets here will bring along a source
of bread and butter and the company will get labor at a cheaper rate. It is essential for these
countries to get the taste of progress in order to improve in other social aspects. This will not
only economically benefit the market in terms of profit and popularity but will help summon
economic strength for these poor countries.
In accordance with the successful completion of this study, it has been achieved that the
company Hartmann has created abundant contributions in the society by continuous engagement
in the process of Corporate Social Responsibility. The research which has been organised
delivers evidence of the participation of the company which adds advantage in the reputation
building because the mass is pleased with performance of the company. The more CSR activities
will be done by the company the more it will generate its progress by creating impact among the
people for attracting them to fulfill their requirements. This has led to an upliftment in the
involvement of the investors which acts as pros to the company A company having initiatives to
develop activities towards the society will always lead a step ahead in terms of building its
reputation among the mass. More patients coming to it proves that the company carries goodwill
for them Not wastage of resources turns out to be beneficial for the company to make use of it
judiciously.
TASK 4
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P7 Reflective study on the value of CSR activities for sustainable organisation
In order to establish the productiveness of CSR activities, the research has been
conducted for gaining a benefit in the market as well as accomplishing a good reputation. On
several questions asked during the survey, I have noticed people's’ viewpoint which made it clear
that they are fully aware of the CSR activities involved in the company. It is also seen that the
mass can detect as well as identify company’s contribution towards the society and the
surroundings. This leads to highly satisfaction of the customers for having these social actions
and also a positive impression created by the company within its patrons. I have also noticed that
the customers support the company to a great extent and inspire that organisation for increasing
more these types of actions. From the interviews, I have found that the company has gained
several advantages from this very process of initiating CSR activities. It has been observed that
the company plans for creating more investments in this sector and will encourage the employees
to bring out their creative ideas for developing their strategic planning. For having a sustainable
organisation, implementation of CSR activities is very crucial which will help both the society as
well as the company. I have seen that the company is already active in social actions like;
reducing the emission of Co2 and planting more trees which resulted in a great advantage for the
environment. In addition, it has also helped in image building of the company in order to gain the
trust of the customers for more participation in near future.
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