Corporate Social Responsibility Strategy

This assignment delves into the realm of Corporate Social Responsibility (CSR) strategy within multinational firms. It examines how these companies develop and implement CSR initiatives across various areas such as human resources management, supplier relationships, and community engagement. The focus is on understanding the motivations behind CSR adoption and its impact on stakeholders.

Developing a CSR
Strategy

EXECUTIVE SUMMARY
Corporate social responsibilities are the activities that are helpful enough to support the
society and government. There are various type of activities performed and these are done so that
all the people related with the firm develop positive perception within their mind. Mark and
Spencer is selected ton conduct the assignment in appropriate manner. From the findings, it is
identified that support of employees is highly important as they are the one who perform their set
of roles and made them attain. As per the characteristics of CSR, it can be stated that all the
information is required to be gathered so that they are able to make each one involved. When
CSR is not followed, then it creates negative perception within the mind of people and this can
also affect the sales and profitability.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
2.0 INTRODUCTION.....................................................................................................................1
2.1 Mark and Spencer..................................................................................................................1
3.0 Theories and Frameworks..........................................................................................................1
3.1 Core Characteristics of CSR..................................................................................................1
3.2 Carroll’s Pyramid of CSR......................................................................................................2
3.3 Stakeholder Theory................................................................................................................3
3.4 Three-Domain Model of CSR...............................................................................................3
4.0 CSR Strategies of M&S.............................................................................................................3
4.1 Environment..........................................................................................................................3
4.2 Community............................................................................................................................4
4.3 Workplace..............................................................................................................................5
5.0 Recommendations......................................................................................................................5
6.0 Conclusion.................................................................................................................................7
REFERENCES................................................................................................................................8

2.0 INTRODUCTION
Corporate social responsibility can be determined to be a business approach which
enables to contribute towards sustainable development by delivering social, environmental and
economic benefits for all stakeholders. In other words, focus of companies is required to be made
on supporting companies to grow in positive direction (Arjaliès and Mundy, 2013). Mark and
Spencer are taken into consideration. This is type of firm that aims at delivering their customers
with high quality services. This report covers exploration for CSR in different organizational and
national contexts focusing on six core characteristics. Further, it covers strategic approaches that
are used by cited firm in fulfilling their community responsibilities.
2.1 Mark and Spencer
Mark and Spencer is one of the major British multinational retailer that headquartered at
London. It was founded in the year 1884 by Thomas Spencer and Sir Michael Marks. Currently
there are about 979 stores in UK which consists of 615 stores that only sell food products.
It was from the year 2003 when Mark and Spencer started up their CSR activities.
Further, they have laid their focus on business sense in order to do the things right. Thus, they
have shown high value and standard and prices for their products. However, the main focus
made by cited firm is on raising the customer base and meeting out their requirements. As per the
plan developed by cited firm, they invest £200 for over 5 years span.
3.0 Theories and Frameworks
3.1 Core Characteristics of CSR
Core characteristics of CSR are considered to be important feature for the companies to
apply them. There are 6 of the characteristics and they are as follows:
Voluntary: For a company the CSR is determined to be the set of initiatives that are taken
by companies (Lindgreen and Swaen, 2010). This is a type of option that is provided by
government in which it depends on the preferences of companies to make use of CSR or not use
them. It was from the 2003 when Mark and Spencer started implementing various strategies
related with CSR.
Internalizing: This refers various type of factors that has impact on different stakeholders
who are not directly taken care of for decision making. Through regulations, firms like M&S can
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internalize the cost like pollution fines. It is essential to manage externalities so that the activities
decided on CSR can be carried out.
Multiple stakeholder orientation: Consideration requires to be made on identifying the
people who will be involved in the business operations so that the set goals and objectives can be
attained (Pohl and Tolhurst, 2010).
Alignment of social and economic responsibilities: These are the narrow focus which is
made on profitability and shareholders. There are people who believe that this may not arise but
considerations is required to be made for conflicts with profitability.
Practices and values: Apart from being a business activities, it is also known to be values
and practices. These are helpful enough to raise the living standards and in providing people with
the support to overcome their issues in positive manner.
Beyond philanthropy: There are many companies in which CSR is mainly about
philanthropy (Arli and Lasmono, 2010). For example, discretionary responsibilities or
voluntarism towards general public.
3.2 Carroll’s Pyramid of CSR
Carroll’s, it is the type of model that consists of multi layered concepts. In accordance
with the Mark and Spencer, below given is the use of his model done:
Philanthropic responsibilities: These are desired by corporations that are being required
or expectation. This makes them less important when it is compared with three other categories
(Gifford, Kestler and Anand, 2010). Cited firm has taken up steps through which they can save
the society and that is done by providing energy.
An ethical responsibilities: It is determined to be the expectations that local people have.
Especially for those which are over and above, this does not have legal or economic
expectations.
Economic responsibilities: This consists of stakeholders and workers who are interested
in return on investment and they get effective job. M&S make sure that all the activities are
carried out legally.
Legal and economic responsibilities: It is important for all the organizations to follow
them in appropriate manner (De Chiara and Russo Spena, 2011).
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3.3 Stakeholder Theory
To great extent use of stakeholder’s theory was implemented by Mark and Spencer so as
to make use of CSR. However, one of the issue faced was related with long term strategy. For
example, to analyse whether the audience decided on are too old. Further, it can also be stated
that Carroll’s four part model that is used by Mark and Spencer can reason out that retailer has
made sure that they hold on Stakeholder Theory Approach in CSR (Rangan, Chase and Karim,
2015). There are huge numbers of investors and this also includes people who purchase shares.
As the main focus of the business is to gain profit, this can be done by considering the basic
fundamentals like assessing, administering play and analysing. These are highly effective enough
to attain the set goals in appropriate manner.
3.4 Three-Domain Model of CSR
As per this model there are three domain that are required to be followed by Mark and
Spencer. In this context, it includes economic, legal and ethical. All these aspects are highly
important that are needed to be focused on (Barin Cruz, Boehe and Ogasavara, 2015). When
talking about Mark and Spencer, they make sure that proper steps are taken so that they are able
to focus on the business and strategies are developed with the help of which the rate of activities
that are developed can be attained. All type of ethical considerations is made in which
appropriate information is conveyed to all the people who are involved. Further, economic
aspects need to be focused on. When these are done, then it enables to develop strategies with the
help of which the goals can be attained. Lastly, Mark and Spencer legal aspects so that customers
may not develop any type of negative impact.
4.0 CSR Strategies of M&S
There is different type of strategies that are implemented by Mark and Spencer for
implementation of CSR activities. With this respect, below given are different aspects for which
consideration is made:
4.1 Environment
For social responsibilities, it is required for Mark and Spencer to focus on the areas that
will be suitable enough to make the business to support the environment. With this respect, as
per the type of strategies that are applied, cited firm make use of recycling so that the products
can be reused (García‐Rodríguez, García‐Rodríguez and Major, 2013). In this context, main
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focus of the business is made on reducing the wastage and for this process, they reuse of the
materials. Cited firm identified that the products used for selling consists of packages that are
enable to protect them can be used again with the help of recycling. In this context, European
Union legislation is responsible to make sure that certain cost that is involved for recycling is
taken up by them. It was from the year 1997 when these type of legislation was introduced.
Another type of areas in which reduction in waste is done from optimum use of resources. In
order to make a product finished one, there are requirement of strategies and that is make use of
new or updated technology so that they are able to make optimum use of materials (Sharp and
Zaidman, 2010). However, it becomes difficult to do so when the total budget set of low. In this
process, it is require to make sure that proper planning is made so that the strategies can be used
in effective manner.
4.2 Community
There are different types of services that are delivered and these are done so that
appropriate support can be provided to community. With this respect, one of the care provided is
by delivering free treatment to women with breast cancer (Dul, Bruder and van der Doelen,
2012). More specifically, it is raised up to £1.5m. There are many people who are facing such
type of health related problem but with the help of services that are provided by Mark and
Spencer are highly effective to support the community and its people. There is focus that is need
to be made by cited firm for their strategies for making their set goals to be attained. With this
respect, management of the firm focus on identifying professionals who can provide these type
of care. Further, people who are in need of such support are analysed. This way, it becomes
favourable enough to make sure that all the patients can overcome the problems in appropriate
manner. Further, management of budget is done as there are high costs involved (Jamali and
Neville, 2011). When plan for cost is not made in effective manner for budget, then it affects the
image that is developed by people. In addition to this, proper coordination is required to be made
with government so that they are able to interact with the community with aim to overcome the
condition.
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4.3 Workplace
With the business environment, there are many departments that work with an aim to
make sure that they are able to achieve the desired goals and objectives. There are many
employees who work with an aim to support the firm to grow (Harmon, Demirkan and Reinoso,
2010). In this context, management monitor their employees and the areas in which development
is required to be made are identified. In accordance with the findings made, proper training is
provided so that they can perform the set of roles in appropriate manner. In context, with the
CSR, there are many activities involved, then employees are not able to attain them, then it
causes serious problem for the grow CSR activities. Another type of strategy that is applied by
the cited firm is by providing workers with rewards. In order to perform any type of activities, it
is required to have willingness or interest to perform them. When these are not there, then it
causes serious issue for the business. The rate of support provided will not be effective enough to
attain them. In addition to this, Mark and Spencer has made CSR as their own different type of
business in which employees are hired who have proper knowledge and understanding about it
(Groza, Pronschinske and Walker, 2011). These are type of strategies that enables to make the
business attain their goals and objectives in appropriate manner.
5.0 Recommendations
Steps for developing a sustainable CSR strategy:
Marks and Spencer can implement following to develop a sustaining CSR strategy
Defining Company's message
There should not be blindly striking on different goals and investing in it. Marks and
Spencer should come up with reasons that can match the business culture of it, researching
on the kind of support they might be requiring and select among them. One should not felt
pressurized for donating more funding or assistance as compared to your affordability.
Focusing on CSR Choices
Focusing on CSR choices includes concentrating on the efforts created due to CSR activities
as resources and management of time is limited therefore opportunities will develop when
Marks and Spencer will be able to interact and create an impact on society which would help
the company to gain mutual benefits. They should develop an understanding of the
generated benefits and their potential values.
Implementing with consistency and determination
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There are two principles which Marks and Spencer needs to follow which includes going
with a long term commitment which not only creates a positive impact on various social
issues but also helps to set minds of leaders who are interested for partnership. The initiate
should reflect some added values to shareholders as well as stakeholders. Company can be
engaged in the entire workforce and could lead by providing examples which motivates
employees and also helps in attracting and also retaining many talents.
Partner with a third party
Marks and Spencer should form an alliance with other non-profitable organisation which
would not only provide credibility to the efforts but also let to get benefited from that
particular organisation in raising funds and other philanthropy. This alliance would also
provide an opportunity for blending customers and networks.
Also these strategies can be enhanced by adopting following aspects:
Practice of transparency
Instead of trying to hide and divert the attention from the way of performing business one
must show their social responsibilities. Being honest and transparent can help in earning the
trust for the practices performed by Marks and Spencer.
Active Role
Improving the social responsibilities of corporate means Marks and Spencer has to adopt a
mindset which is dual in nature as it they might be able to think about global impact along
with their company's decision making. One focuses on the immediate surroundings and
plays an active role in the local community.
Supporting Local Communities
It should not only participate in community's events and other activities but also should
become a supporter of these local communities. They should try to purchase raw materials
from locals and search for the opportunities that would lead to help these communities in
local business.
Understanding the responsibility
Marks and Spencer should genuinely understand that the corporate social responsibility will
not rely upon its workers for providing energy that motivates for conducting responsible
practices and activities, therefore the major responsibilities are led by the top management
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of the company which motivates other lower employees to move ahead and start practicing
these activities for the company.
6.0 Conclusion
From the report, it can be stated that companies understand the importance of making use
of corporate social responsibilities. There are different types of options that are provided by
government so that firm support the society to grow. Further, perception that is developed by
individuals or customers is also focused. When it is negative, then it has negative impact over the
business. With the help of CSR, management is able to make customers involved in the
operations and in raising the sales and profitability. In addition to this, there are different types of
activities that are carried out and for each of them it requires to have proper support from the side
of workers so that they put on their full efforts and set goals can be attained.
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REFERENCES
Books and Journals
Arjaliès, D. L. and Mundy, J., 2013. The use of management control systems to manage CSR
strategy: A levers of control perspective. Management Accounting Research, 24(4),
pp.284-300.
Arli, D. I. and Lasmono, H. K., 2010. Consumers' perception of corporate social responsibility in
a developing country. International Journal of Consumer Studies, 34(1), pp.46-51.
Barin Cruz, L., Boehe, D. M. and Ogasavara, M. H., 2015. CSR-based differentiation strategy of
export firms from developing countries: An exploratory study of the strategy tripod.
Business & Society, 54(6), pp.723-762.
De Chiara, A. and Russo Spena, T., 2011. CSR strategy in multinational firms: focus on human
resources, suppliers and community. Journal of Global Responsibility, 2(1), pp.60-74.
Dul, J., Bruder, R. and van der Doelen, B., 2012. A strategy for human factors/ergonomics:
developing the discipline and profession. Ergonomics, 55(4), pp.377-395.
García‐Rodríguez, F. J., García‐Rodríguez, J. L. and Major, S. A., 2013. Corporate social
responsibility of oil companies in developing countries: from altruism to business
strategy. Corporate Social Responsibility and Environmental Management, 20(6),
pp.371-384.
Gifford, B., Kestler, A. and Anand, S., 2010. Building local legitimacy into corporate social
responsibility: Gold mining firms in developing nations. Journal of World business,
45(3), pp.304-311.
Groza, M. D., Pronschinske, M. R. and Walker, M., 2011. Perceived organizational motives and
consumer responses to proactive and reactive CSR. Journal of Business Ethics, 102(4),
pp.639-652.
Harmon, R., Demirkan, H. and Reinoso, M., 2010, January. From green computing to
sustainable IT: Developing a sustainable service orientation. In System Sciences (HICSS),
2010 43rd Hawaii International Conference on (pp. 1-10). IEEE.
Jamali, D. and Neville, B., 2011. Convergence versus divergence of CSR in developing
countries: An embedded multi-layered institutional lens. Journal of Business Ethics,
102(4), pp.599-621.
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Lindgreen, A. and Swaen, V., 2010. Corporate social responsibility. International Journal of
Management Reviews, 12(1), pp.1-7.
Pohl, M. and Tolhurst, N. eds., 2010. Responsible business: how to manage a CSR strategy
successfully. John Wiley & Sons.
Rangan, K., Chase, L. and Karim, S., 2015. The truth about CSR. Harvard Business Review,
93(1/2), pp.40-49.
Sharp, Z. and Zaidman, N., 2010. Strategization of CSR. Journal of business ethics, 93(1),
pp.51-71.
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