Hilton Hotel's Corporate Social Responsibility

This assignment examines the crucial role of Corporate Social Responsibility (CSR) in the modern business landscape, specifically focusing on Hilton Hotel. It analyzes the relationship between CSR and sustainable development, highlighting the significance of CSR activities within Hilton's operations. The assignment delves into potential challenges faced by Hilton regarding CSR implementation and proposes various CSR initiatives tailored to the hotel industry. It further explores effective strategies for implementing these initiatives and designates the responsible department within Hilton for overseeing their execution. Finally, it provides guidance on selecting the most suitable recommendations for successful CSR integration.

MANAGING
SUCCESSFUL
BUSINESS

Table of Contents
TASK 1............................................................................................................................................1
P1. Aim and objectives of project...............................................................................................1
P2. Covering the aspects in accordance with cost, time along with communication through
Project management plan............................................................................................................2
P3. Work breakdown structure and Gantt chart..........................................................................2
TASK 2............................................................................................................................................3
P4. Carrying out small scale research by applying methods of research which are qualitative
& quantitative as well..................................................................................................................3
TASK 3............................................................................................................................................6
P5. Data and research by utilising appropriate tools & techniques.............................................6
P6. Conclusion and recommendations......................................................................................15
TASK 4..........................................................................................................................................17
P7. Reflection over value in order to undertake research for meeting objectives.....................17
REFERENCES..............................................................................................................................18

TASK 1
P1. Aim and objectives of project
Topic: “Implementing CSR activities in a company with an aim for meeting the sustainable
objectives”
Studying the background:-
Having corporate social responsibility is of utter importance that should be possessed
within an organization (Wuttke and et.al., 2013). Gaining maximum profits is regarded as the
major aim that an organization has. The management of an organization needs to understand the
requirements of customers so that they could be satisfied for achievement of desired goals set b y
company. Customers are being delivered by some similar services and products by certain firms.
In order to gain sustainable development strategies serve as the effective medium by influential
and better organizations. So keeping this in mind CSR emerges out to be the whole and sole
effective medium. So overall it can be said that there is an effective need for understanding of the
CSR importance So that the profits will be enhanced. So in order for conduction of a research
effectively, Hilton Hotel has been taken into account. Further, the reason for CSR being very
much important to firm has been analysed. In addition to this, its linking towards attainment of
sustainable development has been done.
Aim:-
“To gain the understanding of activities involvement in relation with CSR for
achievement of sustainable development: A study of Hilton Hotel”
Objectives:-
(1).To get understanding CSR importance within the era of modern world.
(2).To determining the relationships existing between CSR activities attaining of sustainable
development.
(3).To recommending of ways in which CSR activities could help the attainin g of
sustainable development.
Research Questions:-
(1).How much CSR is important within the era of modern-world?
(2).Explanation about the existing between CSR activities and sustainable-development.
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P2. Covering the aspects in accordance with cost, time along with communication through
Project management plan
Task Name Duration Start Finish Predecessors
Researching about findings in
accordance with topic 1 day Fri 3/31/17 Fri 3/31/17
Constructing statement in accordance
with problem 1 day Mon 4/3/17 Mon 4/3/17 1
Determination of the total span of
time for resource allocations 2 days Tue 4/4/17 Wed 4/5/17 2
Reviewing of literature development 6 days Thu 4/6/17 Thu 4/13/17 2,3
Selecting a methodology in terms
with research 2 days Fri 4/14/17 Mon 4/17/17 4
Calculating the costings involved 1 day Tue 4/18/17 Tue 4/18/17 5
Analyzing data and interpreting
accordingly 3 days Tue 4/18/17 Thu 4/20/17 5
Result evaluation/outcome-evaluation 3 days Wed 4/19/17 Fri 4/21/17 6
Representing conclusions along with
recommendations 2 days Fri 4/21/17 Mon 4/24/17 7
Properly documenting results 2 days Tue 4/25/17 Wed 4/26/17 8,9
Submitting of report 1 day Thu 4/27/17 Thu 4/27/17 10
P3. Work breakdown structure and Gantt chart
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TASK 2
P4. Carrying out small scale research by applying methods of research which are qualitative &
quantitative as well
In order for gaining reliable and accurate results, a study is being conducted in an
effective manner with aid of proper research tools & techniques that the scholar has to utilise.
Appropriate methodologies based upon nature of study is of utter importance (Condea,
Cruickshank and Hagedorn, 2017). This will in turn help in attaining aims and objectives set in
accordance with research. Utilising of these techniques have helped in providing a justification
about the validity and feasibility of study. It has proved to be beneficial in order to fulfil the
research aim as well. The implementation of CSR activities for attaining sustainable-objectives
within the Hilton Hotel, the methodologies that would be applicable by researcher have been
discussed below:
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 Designing of Research: The framework under guidance of which the study is conducted,
can be described by research design. It can be referred the blueprint which will take in
consideration all sort of performed activities. This is done in order for meeting the aims
and final conclusion of within time-period that was stipulated for the research.
Explanatory, descriptive, diagnostic and experimental are the four categories of research
designs. In context with present research, in theoretical terms within topic, descriptive
research design methodology will be utilised. Further, no involvement of mathematical
calculations is there. The researcher is able to get in the depth of information with aid of
research design in accordance with topic based upon same category, achievement of
results will be done. Approach in research: The study involves a very crucial role depicted by approach in
research. This as a whole helps validity testing of assumptions which researcher makes in
relation completion of research work-subject (Veit and et.al., 2014). Deductive and
inductive are the two categories involved in approaches of researches. Based upon the
current study, the research approach that could be effectively utilised is of inductive
category. According to this, based on the planning of CSR activities , the first specific
information within firm for achieving sustainable objective of Hilton Hotel is gathered.
Based upon that, making of general-conclusion will be done. These can also be applied to
other sector firms as well. Philosophy of research: The research is conducted in the best suited and feasible
method, since the researcher is helped to do so by diverse categories of dimensions
through research-philosophy. So, in order to achieve it, the four categories which scholar
will be utilising are interpretivism, realism, pragmatism and positivism. Considering the
present scenario of research, utilisation of interpretivism philosophy will be done under
the same that is the study elements. In addition to all elements, ways integrating with
human beings interests has also been discussed. Another reason responsible for selection
of this philosophy is that it will be helping in finding out the diversified aspects of
research issues. This will be further providing aid to the scholar for gaining the study's
accurate outcomes. Collection of data: It is regarded as one of the most important part of research. The
reason for this is that information on basis of study subject are gathered and accordingly
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decided. So, broadly two categories are defined under sources utilised by researcher ,
namely primary and secondary. Researcher makes final conclusion based upon this data.
However according to present scenario both these methodologies are utilised for
attainment of sustainable objectives in Hilton Hotel. Secondary sources take in
consideration different books , journals, online- articles along with published material as
well. On other hand, primary research involves inclusion of survey method by aid of
questionnaire tool including questions which are open & close end. Sampling: with reference to current research, that is implementing activities in
organization for achievement of sustainable objectives at Hilton Hotel, the technique of
random sampling will be utilised (Pitt, Napoli and Merwe, 2017). In this on a random
basis, from universe of research every participant that is the customers of Hilton Hotel
will be having equal probability for getting the selection. The size of sample for
respondents regarding this case will be 10 customers in accordance with Hilton Hotel. Analysis of data: Namely two categories account for carrying out analysis of data based
upon nature of study-subject. Qualitative and quantitative are the two categories that
come under these methods. Since there is no involvement of mathematical calculations,
and full procedure will be theoretical, so, qualitative methodology will be utilised by the
researcher. The tool of thematic analysis will be applied by researcher. Diversified
themes in accordance with study topic are framed. Based upon their justification, making
of final conclusions along with recommendations will be granted.
 Ethics consideration: A researcher needs to perform all the activities in an ethical way
while conduction of research which is a very crucial part. In order to serve this motto,
when respondents are being interviewed who got selection during sample, then, on asking
for information from their side they should be informed. Moreover, the data which is
provided from their side shall not be utilised for any sort of other purposes. Overall, data
which the respondents give must not be disclosed as well as kept confidential (Keyes,
2016). This is done so that any other third party is not able to use that data and it gets
utilised only for purpose of research.
TASK 3
P5. Data and research by utilising appropriate tools & techniques
Name:______________________________
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Age:____________
Gender:__________
(1). Does CSR hold importance in such a modern era?
 Yes
 No
 Not sure
(2). Do any sort of relationship exists between CSR &sustainable development?
 Yes
 No
 Not sure
(3). Does implementing CSR activities within Hilton Hotel holds any importance?
 Yes
 No
 Not sure
(4). What is the issue that Hilton Hotel faces from the options mentioned below?
 Safety of employees
 Different rights of women
 Child Labour
(5). What are the initiatives in accordance with CSR that the Hilton hotel can take?
 Empowering women
 Creation of healthy environment
 Employee personal health
(6). What way CSR initiative could be implemented?
 Organization volunteering
 Annually organizing events of charity
 Financial support providing
(7). What department holds the responsibility to implement CSR activities?
 Top-level managers
 Administration
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 Department of HR
(8). Perform selection of most suitable recommendations for implementation of CSR?
 NGO
 Foundation-trust
 Line Department
 Separate department
Theme 1: CSR holds in this modern era
Does CSR hold importance in such modern
era?
Frequency
Yes 7
No 2
Not sure 1
7
2
1
Yes
No
Not sure
Illustration 1: Theme 1- CSR importance in modern era
Description: As per the findings seen above, total 10 respondents were asked about CSR
importance. Among them 7 people agreed that CSR holds importance for an organization.
Furthermore it was found out that 2 of them didn't agreed with it. So, overall for successfully
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implementing CSR management needs to make others realise the importance of CSR. Various
policies need to be developed so that the cited organization would be able to achieve sustainable
development. If these are successfully implemented then, more people would be able know the
importance of CSR and in addition to it the brand image of organization will also enhance
(Thamhain, 2014).
Theme 2: Relationship between CSR and sustainable developments
Do any sort of relationship exists between
CSR and sustainable development?
Frequency
Yes 5
No 3
Not sure 2
5
3
2
Yes
No
Not sure
Illustration 2: Theme 2 - Relationship between CSR and sustainable development
Description: From the above analysis it is clear that 5 respondents agreed that there exists a
relationship between employees. However, 3 of them didn't agreed to that there was any sort of
relationship. Overall from the questionnaire findings it could be said that, management has to
make some efforts in order for implementation of CSR activities. For example, if the cited
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organization is providing funds for any charity then it becomes necessary that cited firm makes
improvements in accordance with behaviour of customers or their perception through their
products & services. This way the organization will be successful achieving sustainable
development.
Theme 3: Importance of CSR activities within Hilton Hotel
Does implementing CSR activities within
Hilton Hotel holds any importance?
Frequency
Yes 6
No 3
Not sure 1
6
3
1
Yes
No
Not sure
Theme 3 - Importance of CSR activities within Hilton Hotel
Description: From the above result of questionnaire that was conducted among 10 respondents it
was found out that according to 6 of them CSR activities were very important to be implemented
in Hilton Hotel. However, 3 of them didn't find it important and rest were not sure. So overall it
can be concluded that the management of cited companies needs to realize the importance of
CSR. They need to know about services and products which are being offered by company.
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Furthermore, there are different types of available ways in which the cited organization can
achieve sustainable development in order to enhance their brand image (Euchner and Ganguly,
2014). To do so, employment of efficient staff, favourable and effective pricing strategies and
many more could provide the cited organization to attain sustainable development. This way the
sales with respect to cited organization along with profits will enhance.
Theme 4: Issue faced by Hilton Hotel
What is the issue that is faced by Hilton
hotel?
Frequency
Safety of employees 7
Different rights of women 2
Child labour 1
Safety of employees Different rights of women Child labor
0
1
2
3
4
5
6
7
8
7
2
1
Frequency
Illustration 3: Theme 4 - Issue faced by Hilton Hotel
Description: From the results of questionnaire, it can finally be concluded that 7 of the
respondents gave opinions that employee satisfaction was one of the major issues that Hilton
Hotel was facing. Nearly 2 of them claimed that women were not given equal rights. And
remaining showed concern about child labour. It is thus very much important for the cited
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organization that, management lays its focus upon all the issues though they are minor or major.
From majority was concluded that, employees were not satisfied with facilities that were
provided to therm. The cited firm needs to realize that, is an employee is offered proper facilities
then their performance will enhance (Sannö, Fundin and Stålberg, 2016). This will further prove
to be an aid in attainment of sustainable development by cited organization. This way employees
will be having a positive impact over organization since they posses a direct connection with
customers who will be attracted towards services & products of Hilton Hotel thereby
contributing towards enhanced profit rates along with sales.
Theme 5: CSR initiatives that could be taken by Hilton Hotel
What are the initiatives in accordance with
CSR that Hilton Hotel can undertake?
Frequency
Empowering of women 2
Creation of healthy environment 2
Employee personal health 6
Empowering of women
Creation of healthy environment
Employee personal health
0 1 2 3 4 5 6
2
2
6
Frequency
Illustration 4: Theme 5 - CSR initiatives than can be undertaken by Hilton Hotel
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Description: Clearly from the above results it can be found out that the major issue that is for
concern is the personal health of employees as per the given opinions of 6 respondents. The rest
of them stated that women empowering and healthy environment creation were also major
issues. So the management needs to focus mainly upon ways in which the personal health of
employees can be offered proper care. So the management after applying methods ensuring
personal health of employee can enhance their efficiency soi that the customers are also pleased
by the services offered by them. Furthermore, creation of healthy environment will allow the
staff members of cited organization to perform their duties more efficiently (Xia, 2015). Also,
empowering women employees will create a perception over minds of staff as well as customers.
Theme 6: Ways in which activities of CSR can be implemented
What are the ways in which CSR initiative
could be implemented?
Frequency
Organization volunteering 3
Annually organizing events of charity 5
Financial support providing 2
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3
5
2
Organization volunteering
Annually organizing events of
charity
Financial support providing
I
llustration 5: Theme 6 - Ways in which CSR initiatives could be implemented
Description: From the conduction of questionnaire it was found out that 5 of respondents
claimed that organizing charity events will be an effective way for implementing CSR activities.
Among the remaining 5 respondents 3 of them stated that volunteering of organization will help
in attainment of sustainable development. The remaining 2 claimed that providing financial
support will serve the achievement of sustainable development. It can finally be concluded that,
majority find conduction of charity events annually will further create a positive impact over
customers. And also, the brand image of cited organization will increase. So management needs
to focus upon that every year charity events are being conducted so as to help others with their
services (Anca and Vega, 2016). This way the profits of organization will enhance because of
gaining attention of more customers.
Theme 7: Department holding responsibility for implementation of CSR
What department hold responsibility to
implement CSR activities?
Frequency
Top-Level management 3
Administration 6
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Department of HR 1
3
6
1
Top-Level management
Administration
Department of HR
Illustration 6: Theme 7 - Department holding responsibility for implementation of CSR
activities
Description: When questionnaire was conducted among 10 respondents, majority that is 6 of
them claimed that Administrators shall be given the responsibility for implementation of CSR
activities. Among the remaining 4, according to 3, top-level management was responsible for
conduction of such initiatives & 1 stated that responsibilities shall be handed over to HR
department. From majority opinions it could be stated that, Administration shall be handed over
the responsibility for implementation of CSR initiatives since they overall have control over
organization. So as a result, the cited organization will be able to attain sustainable development
(Arasti, Zandi and Bahmani, 2014).
Theme 8: Selection of the most suitable recommendations for implementation of CSR
Perform selection of most suitable
recommendations for implementation of
CSR
Frequency
NCO 5
15

Foundation Trust 3
Line Department 1
Separate Department 1
5
3
1
1
NCO
Foundation Trust
Line Department
Separate Department
Illustration 7: Theme 8 - Selection of most suitable recommendations for CSR
implementation
Description: From the above scenario it could be finally concluded that majority of the
respondents that is 5 of them believe NCO would be the most beneficial option for implementing
the activities of CSR. However, 3 of the respondents believed that foundation trusts can also be
considered for implementing activities of CSR. The remaining 2 claimed Line and Separate
Departments respectively. So overall it can be finally said that the best choice for implementing
CSR is NCO. This will further be a help towards creating a positive perception in the minds of
people and this way sales and profits of cited organization will increase (Galaskiewicz, 2016).
The organization will be able to achieve the set goals and objective as well.
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P6. Conclusion and recommendations
From the report above the final conclusion that can be made regarding Hilton Hotel is
that,CSR holds a very significant role for its success. Also, the cited organization is able to stay
for long time period within market. So, as per the current scenario of market, in order for gaining
a competitive advantage over others performing CSR activities will help in attainment of
sustainable development and also the cited organization will be able to achieve to achieve their
set goals and objectives. One of the most important issue which the cited organization needs to
be concerned about is safety of employee. Also, from the findings it can further be concluded
that if organization fails to conduct CSR activities properly then, there will be no possibility for
the organization to stay in marketplace for longer time span. Furthermore, since employee safety
is the major point of concern and focus, cited organization needs to start implementing various
policies of CSR initiatives. Furthermore, if cited organization is successfully able to organize
charity events every year then, there will be a creation of positive perception in the minds of
people. Also, if customers are pleased by such initiatives then, the profits and sales of their
products and services will witness new heights of success. Henceforth, I order for the
achievement of the goals & objectives of Hilton Hotel, implementation of CSR activities shall be
given payable consideration.
So in order for attainment of sustainable development by cited organization, following
are given some recommendations:
 The organization should initiate a focus program for identification of issues faced by
firm. When the issues have been identified then accordingly stepwise actions shall be
taken for solving those issues. So with this the objectives of cited organization will be
achieved with aid of implemented CSR activities.
 The employees shall be allowed to support various initiatives of CSR so that, their
performance gets boosted up. The reason for this is that if employee is performing same
task every time then, their efficiency will definitely be affected. So getting involved
within various activities of CSR will serve as motivation to them ad they will as a result
increase their working efficiency.
 Also, the services and products which Hilton Hotel is offering should be made
environment-friendly. This way the minds of customers will perceive a positive image of
cited organization.
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 Proper training shall be provided to employees in order to utilise the tools and
equipments which are provided by management. If employees are able utilise these
services and tools in an effective manner then, their performance will be enhanced
further. This will directly affects the sales and profits of cited organization.
TASK 4
P7. Reflection over value in order to undertake research for meeting objectives
Based upon the research which was conducted, I got to determine the different ways in
which carrying out of investigation could be done. When research was started, I faced many
issues. In order to start with research work aims and objectives have to be made. So this is very
helpful in achievement of goals and objective of cited firm. After this, planning of activities is
done, based upon which Gantt chart is developed that includes the decided time span required or
completion of those activities. So, regarding this proper information has to be collected.
Collection of primary information, collection of questionnaire was done. Furthermore, themes
were decided based upon which various graphs and charts were made. Then, qualitative and
quantitative research was conducted. I faced some issues while questionnaire was being planned
by me since it was to be made keeping in mind objective of organization. While questionnaire is
filled by customers then they should get an idea about the importance which is hold by research.
Further it should give the customer a detailed information.
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REFERENCES
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