Issues and Benefits of Adopting Corporate Social Responsibility in Retail Sector: A Study on Mark and Spencer's

This research project evaluates the issues and benefits of adopting corporate social responsibility within an organization in the context of the retail sector, with a focus on Mark and Spencer's. It includes a literature review, primary and secondary research, and recommendations for an action plan.

RESEARCH PROJECT

TABLE OF CONTENTS
TOPIC..............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the study..............................................................................................................3
Research aim and objectives........................................................................................................3
Research Questions......................................................................................................................4
Problem statement.......................................................................................................................4
Rationale......................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Theme 1: Understanding the meaning of CSR............................................................................4
Theme 2: Issues and challenges with CSR for retail sector.........................................................6
Theme 3: Advantage of adopting CSR practices.........................................................................8
Primary and secondary research..................................................................................................9
Critically review of research result............................................................................................15
Recommendation and Action plan.............................................................................................18
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................23
APPENDIX....................................................................................................................................25

TOPIC
To evaluate issues and benefits of adopting corporate social responsibility within an
organization in context of retail sector- A study on Mark and Spencer’s.
INTRODUCTION
Background of the study
Corporate social responsibility (CSR) are practices that are undertaken by the organisations
to create positive influence on world. Firms have responsibility to do good for the society and to
move forwards towards sustainability in order to reduce the carbon footprints from their
operational tasks (Rashid and et.al 2020). CSR means that company must require to be self-
regulate their actions and approaches to become more socially accountable to their different
stakeholders, environment. CSR plays a significant role in developing the organisational brand
perception, attractiveness to the consumers, workers and investors and give overall successful
image to the business. There are four type of approaches which the company can proceed with
which are to begin with environmental initiatives, community work, volunteer work and ethical
practices for the labours. However, there are many firms who faces problem in implementing the
CSR in their business functionalities.
Following project highlights the study on Mark and Spencer company a British
multinational retailer company, headquarter is present in London, England. They offer good
range of products and services to their customer. Their product range covers the clothing, beauty,
home décor products and other food products, they also have the different section for the luxury
products that has the on fabric item with on trend elegant details. It is analysed that company
have the 69,577 workforce as per the 2021 data. Following project covers the research
methodologies, literature reviews and aims or objectives of the study that helps in developing the
understanding about the CSR values.
Research aim and objectives
Aim

The aim is to determine the issues and benefits of corporate social responsibility within
the Mark and Spencer’s.
Objectives
 To develop an understanding about the concept of corporate social responsibility.
 To analyse various issues and challenges of CSR practices within the retail sector.
 To evaluate certain benefits of adopting corporate social responsibility within Mark and
Spencer’s.
 To recommend strategies that enable the M&S to resolve corporate social responsibility
issues.
Research Questions
1. What is the meaning of corporate social responsibility?
2. What are the CSR issues and challenges faced by retail sector?
3. What are the benefits of adopting CSR practices by Mark and Spencer’s?
4. What are appropriate recommendations in context of strategies to adopt in order to handle
CSR issues?
Problem statement
Issue has been identified that company is facing problem in adopting the CSR practices as it
is difficult as environmental management, stakeholder’s engagement, human rights and so on
creating major challenges for the organisation. As involving CSR is itself a biggest challenge for
which the company require proper commitment and strategy to get benefit of it to smoothly run
their business.
Rationale
Rationale behind conducting research on this topic is to bring concern about CSR in context
with the M&S organisation. This study will help in fulfilling the loop holes which is found in
previous study as Previously CSR concept was not in trend but now social values for the
businesses is important (Lu and Wang, 2021). This topic is becoming a major issue which the
businesses are concern with also lack of participation from communities in such also a barrier.
Therefore, it is important to have detailed information regarding topic to analyse its benefits and
challenges associated with it.

LITERATURE REVIEW
Understanding the meaning of CSR
According to the Yoo and Lee, (2018) CSR refer as the international private business
regulations that mainly aims to contribute towards the society and to account the responsibility to
reduce the environmental impact and hence promoting good development in community. Its goal
is to activate the charitable nature by engaging people and supporting various volunteer program
or to practices the code of ethics. It plays a significant role for the organisation to provide the
benefits in terms of longer productivity and potential customer base, where the businesses play
their social responsibility to help community for the development and also follow some measure
to control the pollution that are created by their operational tasks. It enables the businesses to
embrace the CSR for becoming environmental friendly and encourage the equality and diversity
at the work place to ensure the ethical and efficient business decisions. However, author Kim and
et.al (2020) said that implementing CSR within businesses cost more as lack of resource
availability which involve the human capitals, knowledge, finance resources plays a role of
barrier to implement such practices. Lack of strategic mission and vision is another factor that
hinders CSR implementation, as proceeding with CSR involves the major control of the
processes which are working conditions, environmental, to prevent corruption, basic human
rights. Thus all requires a proper strategy to begin with in order to incorporate with CSR
practices.
Author Kucharska and Kowalczyk, (2019) stated that major purpose of CSR is to
encourage the employee engagement, as if the businesses are more socially responsible then the
greater engagement within workplace is found that guide in achieving the sustainable goals and
objectives. Businesses have the dedicated CSR team that concentrates on charity work, to raise
the fund various programs are conducts with the aim of involving the workforce towards the
societal work. Such activities help in boosting the morale of employee and develop meaning for
them outside of their work as well, it helps in mental wellbeing of the employees. Thus various
charity programs held by the businesses helps in guiding the community towards development
and their betterment, it develops the better relationship between community and organisation.
Author also said that it helps the businesses in improvising their brand image, as it is found that
almost 87 percent of the customers in UK market expects from the organisation to concern with

the societal impact, thus 70 percent of the people prefer buying from such organisation who are
socially accountable. Therefore, it helps in building the better and efficient brand image which
helps in driving the good revenues for the business as well as promote the better cash inflow in
the market.
However, author Wang, Lo and Lam, (2020) argued that It become more challenging for
the businesses to begin with such strategies, for this they have to undertake major changes and to
make their team to be more socially responsible and reduces the wastage and lay out the best
utilisation of the resources. as to often go green with the product packaging requires a lots of
investment which can give lots of pressure over the financial resources. better workforce team is
also required to adapt the change and to make the desired sustainable goals achievable for their
organisation. It is also important to look into the business values, visions and missions to identify
which initiatives can be best align to the business objective and culture. CSR generally makes the
businesses to stand out and to develop the better socially conscious reputation as it is clearly
identified that stakeholders usually prioritize the CSR for selecting the certain products in the
market. Furthermore, firms involve the CSR for the ethical purposes as far from the strategic
perception CSR helps in enhancing the profitability rate. It also helps in developing good relation
with the public and with the use of high ethical standards businesses will be able to reduce the
chances for the legal risks by undertaking the certain corporate actions.
Issues and challenges with CSR for retail sector
As per the view of Yadlapalli, Rahman and Gunasekaran, (2020) along with various
benefits with the CSR there are some challenges and issues associated with it. Initial challenge is
that businesses only shows their duties towards the shareholders. It is found that more often
consumer confuse with the business goals and objective with their CSR concept, it is said that
sole interest of the businesses is only limit to the stakeholder interest. Moreover, anything which
done against it refer as violation of the business fundamental principles in result it does not
consider by the community. Therefore, it is important to implement the CSR with better vision
and goals. Another challenge is failure of consumers to identify the business through CSR, as it
is analysed that certain activities and programs that conducts by the organisation helps the
community but sometime it is negligible by the community. Also the amount of input that is
provided by the business in result they do not get the estimated output. In contradict with above
statement Yucel, (2018) said that CSR helps the businesses as well as it benefits the society as

CSR promotes the value driven for both community and organisation. Author also said that
businesses not mainly aim for their benefit only they support community for not only their own
benefit but with aim to help community in their development, thus it does not matter what output
they will get in return by supporting community.
Author Maquet and Desmet stated that there are various specific barriers regarding the whole
industry with the CSR, as sectors are showing their low willingness towards to pay for the CSR.
Despite of the fact that consumers are more likely to prefer the products from the firms which are
following the CSR practices, there are some firms which do not willingly invest on CSR values
because they thought of it as huge investment that affects their financial resources. Author also
said that consumer do not compromise when it comes to invest a premium for the CSR, they do
not buy the products from the firm which do not shows their social accountability. However,
author Barnett, Henriques and Husted, (2020) said that high regulatory standards is also a
challenge, as in retail sector it is found that most of the stakeholders are concern with the
environmental, employee safety and their wellbeing factor. Thereby it forces the businesses to
consider the environmental and safety performance by continually raising the amendments with
the regulations also to force the industry to deal with the new standards and regulations. It is
analysed that even for the large enterprise investment on the CSR can be burden author proposed
that CSR can be consider as the practice of futility, as organisation have the responsibility
towards their shareholders, investors and CSR usually opposes it, as the duty of higher executive
to the investors is just to enhance the profits.
Author Barnett, Henriques and Husted, (2020) said that any kind of stakeholders which are
team members, shareholders, consumers, suppliers all demands for the transparency and
accountability from the corporation. Thus in such businesses feels the pressure and challenge to
practice all the practices in organising and analysing their information which shows the proper
and clear report of finance and other business activities. However, it is often found that
businesses feel more pressure from the investors as to account the transparency and better
implementation of the CSR will require a other investment thus fails in create negative impact
over the overall business performance, in such there are more chances to face conflicts with the
investors that is not good for the business. Author further concluded that it is important for the
businesses to present the united front with respect to the business ethics and also to be
responsible with the political, social and environmental challenges, in such organisation fails in

getting all together especially when the businesses have the different priorities. Thus in such it is
important to conduct the training and development programs for the employees to enhance the
better level of engagement and to practice the better strategies in enabling the secure and safer
work place for employees that helps in overcoming the CSR challenges.
Theme 3: Advantage of adopting CSR practices
According to the Malik, Al Mamun and Amin, (2019) corporate social responsibility
states as strategies that have been incorporated by companies into action as a part of corporate
governance that has been designed in order to make sure about the company operations those are
beneficial and ethical for the society. CSR comes into many formats irresopective of the size of
the business whether it is little or large are expected to fulfil the basic requirements of the society
as well as community by adopting best CSR practices. It has been created in order to make
progressive CSR program that provide back to the people and the planet along with the one that
constantly depend upon the shifts those are depending upon current social as well as economic
environment.
As per the views of Chi, Zhang and Liu, (2019) CSR provides various benefits and
advantages to the establishment such as it helps the firm to increase employee engagement. It is
not just a concept related to the key performance indicators in order to measure the effectiveness
of CSR practices. Basically it is a positive Metrix to evaluate business performances. Providing
back to the community is a kind of virtuous circle under which engaged employees are enriched
by providing volunteering opportunities that further helps them to engage and encourage the
employees. This practice also enables the firm to improve the bottom line financials. It also
enables the firm to support local as well as global communities through which the companies
gets huge amount of benefits by showcasing their CSR initiatives. With an organization, the HR
managers tries their maximum to collect like minded talented people who are responsibly
working towards one common goal.
Moreover, Guzzo and et.al., (2022) illustrates that the CSR practices assist in enhancing
the investment opportunities for the firm. Moreover great amount of CSR practices helps into
excellent press which shows the struggle of gaining online popularity over CSR initiatives which
also provide appropriate route to market. From various studies it has been evaluated that
employees beliefs over CSR initiatives taken by the companies can impact workplace attitudes,

generate trust level among top management, provide job satisfaction as well as the performance
of employees. The employees are the biggest and foremost brand ambassadors who lead the
concept of authenticity as well as authentic publication opportunities. Furthermore, it also
enhances the customer retention level as well as the loyalty of employees towards the company.
Appropriately making CSR practices helps the firm to give them a chance to showcase over
constant basis along with win the loyalty of consumers. This action finally lead towards
conversion of customers into retention and thus able to enhance the sales volume of the
company. Various studies highlights that the people are highly interested to purchase items and
products from those companies who appropriately fulfil the requirement of society as well as di
something for the betterment of the overall community. This shows the better alignment of
values of the company towards the society due to which sometimes the customers are ready to
pay even more prices for the offered goods as well as services.
Author Amiraslani and et.al (2018) stated that along with various benefit which the CSR
offers, it Also helps in encouraging the professional as well as personal growth, as when the
businesses have the culture for CSR they are often seen as efficient in encouraging the
volunteerism to their worker as well as enable them to donate to the non-profits. In such workers
become individually minded when their firm motivates their behaviour. Also by reducing the
waste and emission guides the businesses to help the environment it also allows them to save
money, CSR also empower the businesses to compete in their field as consumer only look for the
product where the businesses are usually following CSR values.
RESEARCH METHODOLOGY
Research type
There are basically two types of research that has been categorized in terms of qualitative
and quantitative. In order to assess the current study the qualitative research has been chosen.
Apart from this, in order to evaluate the issues and benefits of adopting CSR practices, theory
has been written which has been addressed through qualitative investigation.
Research approach
To identify the challenges and advantages of adoption og corporate social responsibility
inductive type of approach has been used as this specific approach is highly able to provide help
into evaluating and making the assessment of qualitative study highly effective in nature.

Research philosophy
There are majorly two types of philosophies that has been used into the examination over
the current chosen topic which includes interpretivism and positivism. For the present study,
interpretivism philosophy has been used for analysing qualitative data pertaining to effects over
company through CSR practices.
Data collection
For addressing the research objectives, data has been collected from primary as well as
secondary both sources. For primary research, a survey has been conducted among the 20
employees of Mark and Spencers with the help of questionnaire. Furthermore, past and previous
studies pertaining to effects and benefits of corporate social responsibility practices has been
assessed for the development of brief thesis.
Sampling
For the purpose of survey, the researcher is required to select appropriate results that has
been derived by gathering actual and effective data from the respondents who have been selected
through random sampling method. Hence, for the purpose of survey 20 employees of Mark and
Spencer have been selected referring to randomly selected candidates sampling technique.
Data analysis
In order to analyse and evaluate the responses that have been collected from respondents,
scholar have adopted thematic perception test technique. This technique has been selected
because it is extremely effective and helps into analysing the qualitative data effectively.
Accordingly, taking into consideration responses, several themes has been prepared.
Reliability and Validity
For make sure about the reliability aspects, research papers or varied articles that are
published after the period of 2018 has been considered. Along with this, considering research
topic articles has been selected which in turn shows that the examination is valid in nature.
Furthermore, by considering and taking it into account, copyright protected sources, secondary
data has been gathered which shows reliability aspects.

Research limitations
With the unavailability of time, money and resources, the research has faced certain
limitations in order to complete the research report. Due to having limited amount of time
duration as well as money, quantitative tool such as SPSS has not been selected. Thus, in order to
avoid such limitations thematic analysis has been completed. Apart from this, the current issue is
related to qualitative aspects so that suitable technique has been considered. Furthermore, with
the help of using keywords scholarly articles has been assessed or selected which also helps to
resolve unavailability of resources.
Ethical consideration
In order to comply this aspect consent form has been signed by employees of M&S which shows
their willing participation in the survey. In addition to this, references list has been added at the
end which highlights that the work has not being copied from somewhere else.
Primary and secondary research
In order to elaborate the aspects related to the specific topic of the study, the primary as
well as secondary research method has been utilized. For primary data, the questionnaire has
been prepared and filled by 20 employees of Mark and Spencers in order to mitigate or identify
corporate social responsibility issues along with their benefits of adopting them into appropriate
manner.
Theme 1: Maximum number of employees do agree that they are very much aware about the
theme of social responsibility.
Do you understand the concept of social
responsibility?
Outcome
Yes 19
No 1
Total 20

Interpretation: From the above pie chart it has been interpreted that maximum number of
employees i.e. Around 95% share their vote in favour that theye are highly able to understand the
concept of social responsibility while 5% are still unable to understand the aspects in detail.
Theme 2: Majority of employees do highlight that the policies towards employees is the
appropriate area of social responsibility which is extremely important for the company.
Which area of social responsibility is highly
significant for your company?
Outcome
Policy towards employees 11
Relationship with clients and suppliers 4
Environment protection 3
Relationship with the community 2
Total 20

Interpretation: From the above pie chart, it has been elaborated that as per maximum number of
employees such as around 55% out of the total do states that the policy towards the employees is
the area of social responsibility which requires extreme attention of the company. Although other
options also have been considered by the employees such as relationship with clients and
suppliers got 20% votes, 15% employees share their consent in favour of environment protection
and the remaining 10% go for relationship with community option.
Theme 3: Majority number of employees do share their vote in favour of irregular work which is
the major problem according to them within the enterprise.
Which of the following problem your
company has recently faced?
Outcome
Employee safety 5
Irregular work 8
Fair pay 4
Over time 3
Total 20

Interpretation: From the above illustrative diagram, it has been analysed that majority number
of employees i.e. 40% do share their views in favour that irregular work is the major iossue faced
by Mark and Spencer. While 25% employees voted for employee safety issues. On the other
hand there are few employees such as 20% who voted for fair pay scale and remaining 15%
voted for over time issue.
Theme 4: Increasing efficiency level and enhancing corporate reputation both option get equal
amount of votes in order to elaborate the benefits of adoption of adopting appropriate social
responsibility.
What do you think could be the main
benefit of the adoption of measures for
social responsibility?
Outcome
Enhancing corporate reputation 6
Improving relationship with suppliers and 3

community
Increase efficiency level 6
Acquisition of commercial benefits 5
Total 20
Interpretation: From the above pictorial representation, it has been identified that maximum
number of votes i.e. around 30% has been given to the options like enhancement of corporate
reputation as well as increasing efficiency level. However, 15% voting provided to the option
which is related to improving relationship with suppliers and community and the remaining 25%
voted for acquisition of commercial benefits.
Secondary Research
In order to expand the thoughts over the identification of issues and benefits by adopting
corporate social responsibility, the data has been collected through secondary medium as well.
As per various studies it has been evaluated that CSR measurement is extremely significant for
any establishment by adopting any single best suitable approach. In general there are various
issues and problems that has been businesses faces such as discrimination into the employment
practices, support from political unions, support of charitable causes, labour unions, marketing of

products by considering anti social actions, export of products and policies regarding
modernization (Pellegrini, Rizzi and Frey, 2018). Furthermore, it is evident that ethical conduct
of companies exerts an expanding influence over the purchasing decision of consumers. This
specific activity also enables the firm to increase suppliers relationships with the stakeholders
becoming more interested into business affairs as many companies are taking steps to make sure
about that the partner conduct themselves into a socially responsible manner.
Hence, the requirement of awareness about the corporate social responsibility is highly
required to get certain benefits. One common benefit belongs to the enhancement in the goodwill
and reputation of the company. Appropriate utilization of corporate social responsibility into
most successful manner provide various benefits to the firm as well employees who are working
within it includes improvement of financial performances, lowering down the operational costs,
increased value of brand image and reputation, enhanced sales and loyalty, great amount of
quality and productivity, access to capital, more ability in order to attract and retain employees,
workforce diversity, products safety and decreased liability, etc. With the help of al such actions,
the company also able to resolve their internal issues with their workforce personnel into most
successful manner (Javeed and Lefen, 2019). Moreover, the company also able to provide
environmental benefits to the firm which involves greater material recycle ability, better product
durability, greater use of renewable resources along with integration of environmental
management tools which helps into the business plans by involving life cycle assessment,
costing, management standards and eco labelling.
Social responsibility program is highly able to boosts employee morale which
automatically enhances the productivity level among them. With the help of this, they are able to
do their work in most successful manner at their workplace along with lead towards greater
productivity level which automatically has an impact over the portability aspect of the company.
Businesses who are highly able to implement appropriate CSR practices and fulfil the
requirements of the society as their core responsibility can increase their consumer retention as
well as loyalty aspects among the society. It also increases the employee engagement as various
researches proves that CSR as well as strong sense of employee purpose actively contribute their
part in order to enhance employee engagement level. Hence, with the help of various
performance measures, the final performances of the company has been evaluated.

Critically review of research result
It has been evaluated from the above that adoption of corporate social responsibility plays
a significant role for the business, it makes the organisation able to impact the market with their
social accountability and responsibility towards environment and community. From the use of
primary and secondary data method, it helps in conducting the research as well as many CSR
areas have been introduced to develop understanding about it. In the questionnaire round some of
the employees of Mark and Spencer company has stated that their organisation is recently facing
the major problem regarding irregular work, it is affecting the overall functionality of the
organisation (Lu and et.al 2019). As irregular work disturbs the whole environment of the
organisation that affects the operational tasks to carried out, it is also found that in such
employees also feels less motivated and less interested towards their work. Usually irregular
work mainly linked with the part time and temporary employment where the employees are not
dedicated towards work they only concern about their compensation, thus it creates the negative
environment as well as it restricts the profitability rate of organisation. It is also analysed that
some of the employees have responded to the corporate social responsibility, as they stated that it
is the beneficial and efficient method to implement which gives the lots of benefit to the
organisational business (Lee and Szkudlarek, 2021).
As per the survey for the question about the CSR knowledge, maximum of the employee
has stated that they know about the CSR and also their company follow this policy in order to
increase their brand reputation and to move towards sustainability. As it is evaluated that
adoption of CSR practices within the work methodology usually helps the organisation in
making their every employee responsible towards the community, as it drives the positive energy
in them which also reflects in their positive and efficient work. CSR makes the company
responsible towards environment as employees explained that their firm always responsible
towards their customer, shareholders, investors, suppliers that makes them stand out from other
firm (Feng and Ngai, 2020). Organisation always conduct the charity program where they work
for the community to make the communal people able to access the basic facilities. Company
also works for the disabled and terminally ill children to provide them basic medical or clinical
care as nurse support, awareness program to support the community from wide approach. It is
also found that M&S donates the clothing and by recycling the clothes they raise the fund for

supporting the disabled children every year. Thus M&S follows the CSR values which helps
them in creating their efficient brand image as well as it helps them in reducing their waste to
save money, with the implementation of the CSR strategies they can easily drive the positive
force in their work place culture.
It is identified from the above study that CSR provides the many benefit to the
businesses, its adoption makes the businesses to increase their market share as well as develop
the good potential customer base (Morsing and Spence, 2019). Audience in the market are more
concern about the CSR concept they only proceed to buy the products from the firm which have
good social accountability thus it helps the organisation to develop good revenues. From the
above data analysis, it is found that members of M&S stated that in their opinion if the
organisation follows the CSR values then they can be benefited in increasing their corporate
reputation. As CSR helps in improvising the brand reputation just by developing the safety
measure of positive perception and other online information. This safety layer helps in
diminishing the adverse impact of the false online information which corporates in preventing
the business from any reputation crisis. Thus CSR make the company able to develop good brand
value as well as it guides to develop good market share. With the implementation of CSR values
firm can easily proceed to attract the foreign investors and to be able to provide the better
customer satisfaction and worker commitment (Aras-Beger and Taşkın, 2020). Other employees
of M&S also stated that their organisation will be able to increase their efficiency level by just
applying the CSR values in their operational tasks. As the benefit of CSR involves the reputation
enhancement and wealth improvements, it enables the organisation to efficiently manage the
risks, as CSR helps in implementing the transparency in work place. As transparency and
accountability is found in working environment makes the employee able to lay out their work
with the greater efficiency. CSR also promotes the better relation with the stakeholders that
efficiently corporate in decision making that is required for the business.
Furthermore, research has identified some challenges regarding CSR implementation, as
proceeding with is itself a biggest task for the organisations. Usually small businesses suffer in
begin with CSR, as it impacts on financial resources, to support community as well as work on
reducing the carbon emission from the environment is biggest task and challenge. Also major
challenge is lack of community support and involvement in such activities, it is analysed that
most of the time communal people do not recognise the effort of organisation which is not good

for the business perception. As the input that has been provided by the organisation always gets
less output in return if the corporation proceed to cut down their input then they can definitely
increase their revenues, but they follow their social responsibility to support the people (Du and
Xie, 2021). Many of the firm work day or night to provide valuable products to their customer at
affordable cost but if it is not appreciated by the consumer then it affects the business
productivity. Also research has identified the various issues regarding CSR as increase in
demand for the greater disclosure which is from the stakeholders that are customers, suppliers,
communities etc. also increase in the customer interest is also an issue as it is found that most of
the consumer decline the products of the organisation on the basis of the social performance.
Growing demand for Eco friendly product is also increasing, as consumer look for the products
and services that supports the environment. In such organisation required to invest on the
resources that helps in reducing the carbon footprint from the environment.
It is being found that implementing CSR is also challenging for the business, but for the
long term profitability it is essential to go with such strategies. Due to the lack of knowledge in
CSR it makes the communal people less interested towards the CSR as they do not contribute in
company’s CSR activities, therefore less communication and interaction have been emerged
between the community and organisation (Topor and et.al 2021). As main benefit of CSR is to
develop the good relationship between the organisation and community that helps in benefiting
both, but if there is no communication found in between company and society then it causes
hindrance for development of both firm and society. Lack of transparency is also highlighted as
the biggest issue in CSR, as it is found that no transparency on the local agency part as they
generally not make the additional efforts to show the information on their audits, activities and
use of funds. As it negatively impacts the trust building process between organisation and local
communities, that is the key way for success of any CSR initiative at the local stage. Research
also evaluated the other benefits of the CSR as with the adoption of such practices firm can
easily follow the code of ethics to improvise their internal functionalities.
As it is found that CSR helps in enhancing the employee engagement, if the employees
are more indulge in their work then it assures the positive result which increases the business
productivity. It lowers the absenteeism and also decreases the chances for the conflict, in such
CSR practices it makes the safer and healthy work place culture where every worker is aim
towards achieving the organisational desired goals and objectives. M&S also encourage their

employees to do volunteer work and play their social duty it helps in improving their mental
wellbeing also by supporting people will make them feel satisfied that also reflects in their
positive work. It is also discussed in the research report that CSR helps in enhancing the bottom
line financials, with this firm can easily develop their good online image which is in demand, as
audience in this era always look for the product that have good online presence, thus CSR
benefited the businesses to provide the good outreach of the audience that helps in increasing the
revenues shares for the business as well as it promotes the growth in community. With this
business can be easily noticed by the large audience that improve the overall brand awareness
and online brand affinity (Barnett, Henriques and Husted, 2020). Excellent CSR Also give the
better chance to corporation to represent their consistency and to win the customer loyalty, that
helps in retaining customer for increasing the sales. CSR also benefited the firm to attract the
fresh talent that completely complements the organisational working culture, thus it offers lots of
benefit to businesses.
Recommendation and Action plan
It has been already found that CSR offers the great benefits to the organisation, but to
resolve the issues which is found regarding CSR, organisation can proceed to follow such
recommendation that are-For solving the transparency issues, it is important for the businesses to
create awareness about the CSR as to make the communal people to be familiar with such
practices. Thus with this M&S can easily enable the community to contribute in their social
programs and activities. Also before committing to any effort it is important for the company to
assure that whether the selected cause is right fit for their brand or not (Bradley and Botchway,
2018). As M&S already runs the campaign to support the disable people they can further proceed
to educate community people and enable the communal people to provide better environment to
disable child. It is recommended for M&S to increase their focus on the equity as it will guide
them to evaluate the business core practices and CSR strategy at both internal and external level.
Most of the time firm focus on the short term goal over long term productivity thus it affects
the operability, it is suggested to M&S to run the successful CSR program that helps in providing
the enormous values in return and to foster the good relationship with the community. To
commit more than just financial resources, as it is easy to give money to someone, as it is the
easiest thing when it come for the CSR programs. But instead of only focusing on this
organisation also required to convert their commitments into reality. As for the M&S it is

essential for them to follow their commitment to reduce the use of plastic for their product
packaging and achieve the sustainability through their CSR policies (Tanimoto, 2019). In such it
is also important to have the right work force that are capable of laying out such task, thus
company can proceed to enable the employee to understand their social values and helps in
volunteering work for the community. Integrate CSR programs instead of proceeding in silos, as
it is seen that in many organisation CSR only remains to its own branch that also means that
integrating chances can be easily missed. Thus it is important for the firm to treat the CSR as
resources so that it will help in streamlining all the processes and leads to support organisational
goals as well as promote the growth in community.
ACTION PLAN
For the research action plan it is set of objectives and goals which the researcher tries to
accomplish in the end of the result. As for this research project analyst have selected the
qualitative methodology as it offers the greater flexibility to complete the study. Furthermore,
researcher have taken the action to proceed with using inductive approach as it guides in
analysing the qualitative study (Sanchez, 2019). Research analysts have selected the primary
and secondary data collection approach, where the random sampling has been done to obtain the
response of participant over the research topic. Questionnaire method have been selected by the
researcher for continuing the research study to get the primary data. Moreover, thematic data
analysis has been chosen to complete this research project as it analyses the qualitative data
easily. For easy going of the project researcher has arranged the resources also proceed to
develop the aims an d objective which helps in develop the understanding so that analyst can
easily begin with study.
Thus researcher have begun with the suitable timeline that helps in prioritising the work so that it
can be done in systematic manner and on right time. Below is the timeline diagram which shows
that particular task has taken the time accordingly, as researcher have arranged all resources
before begin with, it helps in completing the study without making any mistake. Thus these are
the certain actions that has been taken by the research analyst to complete the study on CSR and
how it will benefit the organisation to drive the good values (Weder, Einwiller and Eberwein,
2019).

CONCLUSION
From the above research it is concluded that implementation of CSR plays an significant
role to offer benefits and values to the businesses. It is illustrated above that CSR adoption
streamlines the business functionality and as well as it makes the organisation to be socially
accountable towards the environment and community. Research discussed the aim, objectives
and problematic statement and literature review, further discussed about the certain challenges
and issues that are associated with CSR. It highlighted the lack of transparency, no such
involvement of the community issues also extra pressure from the investors issues are discussed
in the research. Furthermore, it illustrated the critical discussion over the research result, that
evaluated the discussion about the various challenges and benefits of adaptation of CSR values.
Research have discussed the primary and secondary data evaluation which also highlighted the
data analysis that has been done conducting the questionnaire round for the participants to obtain
the details and information about the study topic. It covered the benefit of CSR which promotes
the business growth and make them socially responsible to work for the community and promote
the CSR values for the accomplishment of desired objectives and goals. It finally concluded with
the recommendation and action plan.

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APPENDIX
1. Do you understand the concept of social responsibility?
 Yes
 No
2. Which area of social responsibility is highly significant for your company?
 Policy towards employees
 Relationship with clients and suppliers
 Environment protection
 Relationship with the community
3. Which of the following problem your company has recently faced?
 Employee safety
 Irregular work

 Fair pay
 Over time
4. What do you think could be the main benefit of the adoption of measures for social
responsibility?
 Enhancing corporate reputation
 Improving relationship with suppliers and community
 Increase efficiency level
 Acquisition of commercial benefits