Johnson & Johnson Sustainability Analysis

This assignment requires a comprehensive analysis of Johnson & Johnson's (J&J) sustainability initiatives. Utilizing provided resources like citizenship and sustainability reports, research articles on different methodologies, and frameworks like the Power Interest Matrix, students will examine J&J's practices in areas like environmental impact, social responsibility, and stakeholder engagement. The goal is to assess the company's commitment to sustainability and its effectiveness in achieving its goals.

Dissertation

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
Background of the study..............................................................................................................4
Research aim and objectives........................................................................................................4
Research questions.......................................................................................................................5
Rationale of the study..................................................................................................................5
Significance of study...................................................................................................................6
Dissertation structure...................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
Theme 1: CSR and stakeholders theory assessment....................................................................8
Characteristics of the stakeholder groups and their impact on business......................................9
Stakeholder opinion over CSR practices...................................................................................11
Stakeholder Engagement and its relation to Corporate social responsibility............................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
Research Design........................................................................................................................16
Research approach.....................................................................................................................17
Research philosophy..................................................................................................................17
Research Technique...................................................................................................................18
Data collection...........................................................................................................................19

Sampling....................................................................................................................................20
Data analysis..............................................................................................................................20
Reliability and validity...............................................................................................................21
Ethical considerations................................................................................................................21
Research limitations...................................................................................................................22
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................23
Findings.....................................................................................................................................23
Discussion..................................................................................................................................29
Sustainable development with regard to people of J&J.............................................................30
Sustainable development with regard to place of J&J...............................................................30
J&J’s initiatives for providing customers with high quality products and services..................31
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................34
REFERENCES..............................................................................................................................36

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

The aim of the present study is to assess the extent to which business strategy such as
CSR helps in forming or building long term sustainability in the context of JNJ, leading company
operating in pharmaceutical sector.
Objectives: Considering the above aim following objectives have been drafted such as:
 To study the theory of stakeholders
 To identify the characteristics of the stakeholder groups and their individual impact on
the business of the company
 To investigate the opinions of stakeholders: external and internal (employees, their
managers, etc.)
 Top assess the needs of each group and find points of interaction between the company
and stakeholder groups
 To draw conclusions about the possible impact of each group on the sustainability of the
company's business and the applicability of the impact on each group.
Research questions
For conducting research in a structured way scholar is required to draft suitable questions
in accordance with the aim and objectives. Hence, main research questions that have addressed
in such study are enumerated below:
Q.1 What kind of impact stakeholder groups have on business performance?
Q.2 Which kind of interaction takes place between the company and stakeholder groups?
Q.3 How business strategy like CSR helps in forming long-term sustainability in the context of
JNJ?
Rationale of the study
The main reason behind conducting present investigation is to analyze the extent to
which business unit needs to meet the expectation of stakeholders for creating long term
suitability. In the present era, market share and brand image of the company is highly affected
from the initiatives undertaken by the companies for the welfare of stakeholders such as
customers, suppliers etc. Now, customers give high level of preference to the company which
performs activities in a sustainable manner. By doing evaluation, it has found that strategic

initiatives have undertaken by JNJ for meeting sustainability goals (Iannuzzi, 2016). Hence,
through the means of thematic analysis such research presents the level to CSR strategy aid in
the long term sustainability of companies operating in pharmaceutical sector specifically JNJ.
Significance of study
Evaluation and findings of the present study is highly significant for JNJ. Such research
will provide higher management team of JNJ with strategic framework for decision making.
Moreover, such study will present the ways that can be followed by JNJ for the creation of long
term sustainability via CSR. Besides this, study and concerned evaluation will also prove to be
beneficial for other researchers. Findings of the study will help other scholars in developing
hypothesis who want to conduct study on similar kind of topic. Further, such investigation
findings will also give input to the companies, operating in pharmaceutical sector, for decision
making. Referring the findings of such evaluation, pharmaceutical companies can develop
competent policy framework and thereby makes contribution in the attainment of organizational
goals.
Dissertation structure
Chapter 1: Introduction
Introductory chapter of dissertation includes research aim & objectives and motive
behind carry out the investigation. First chapter of report also highlights significance of the study
and structure that have followed during the whole study.
Chapter 2: Literature review
Under second chapter, several themes have been prepared by the researcher referring the
research issue and objectives. In this, several articles and books related to CSR & long term
sustainability have been evaluated by the researcher. This chapter of the study is highly
significant that helps in supporting overall findings in the best possible way.
Chapter 3: Research methodology
Third chapter of dissertation entails research techniques that have been employed by the
researcher for analyzing the contribution of CSR in the long-term sustainability of JNJ.

Chapter 4: Data analysis and findings
This chapter presents the findings of issue being investigated and presents that all the
objectives have fulfilled. Data analysis chapter is the main parts of such dissertation which
presents whether long term sustainability can be built or enhanced via CSR.
Chapter 5: Conclusion and Recommendations
In this chapter, all the findings have been presented by the researcher briefly or in a
summarized format. Further, in this, some recommendations have also been made by the scholar
that enhances long term sustainability aspect of pharmaceutical companies including JNJ.

CHAPTER 2: LITERATURE REVIEW
LR may be defined as process that assists researcher in gaining deeper understanding
about the topic and helps in preparing brief thesis. In LR, researcher makes efforts in relation to
attaining goals and objectives by doing evaluation of books, journals as well as scholarly article.
In this, several journals as well as articles have been undertaken by the researcher based on the
role and contribution of CSR in the long-term sustainability aspects. For analyzing issue more
effectually both positives and negatives of such business strategy has been evaluated.
Theme 1: CSR and stakeholders theory assessment
According to the views of Lindgreen and Swaen (2010), CSR is the business approach
that makes remarkable contribution in the sustainable development. Through providing all the
stakeholders with economic, social and environmental benefits sustainable development can be
ensured by the companies. Further, Dhaliwal and et.al., (2011) defined CSR as the strategy that
business units undertake for managing business processes and operations. The main motive of
the companies behind encouraging CSR is to place positive impact on the society. Gainer (2010)
served CSR as a company’s initiative that positively contributes in the environmental and social
well-being. Hence, CSR exhibits company’s effort in relation to meeting stakeholder’s
expectations. From donating money to NGO’s, to the execution of environment friendly
approaches, considered as CSR. Now, CSR or sustainability strategy is highly crucial that assists
company in building and maintaining competitiveness. On the basis of this, it is the
accountability of business unit to integrate social, environmental etc aspects with the core
strategies framed. CSR activity or strategy employed by the firm is highly vital that enhances
word of mouth publicity and brand image. Thus, it can be stated that CSR strategy is the key that
helps company in getting the desired level of outcome or success. Russo, and Perrini, (2010),
has stated that Implementing stakeholder theory is the strategy which helps the firm in
maintaining ethical business operations which is the key driver to sustainable development.
Stakeholder theory is proposed by Edward Freeman in 1988. The author states that group of
shareholder is much large than shareholders. According to theory the management of company is
responsible for working and managing business functions keeping in mind social and product
responsibility. The theory states that business enterprise is solely responsible and take chance

over quality, innovation and effective management of services. The theory also focuses on
importance of implementing CSR in management practices as it sates that it is responsibility of
stakeholders and enterprise to manage responsible functions which are product and society
oriented. The theory states that stakeholders are not only related to money and capital instead,
the foremost priority of stakeholders is to seek for commitment and support with business. There
are various obligations to organisation functions which are management with support of
stakeholders like, employees, shareholders, managers, suppliers etc. These authorities helps the
firm in enabling ethical practices which concern to chances and environment which is focused on
social responsibilities.
Characteristics of the stakeholder groups and their impact on business
According to Greenwood and Van Buren III, 2010, stakeholders plays crucial role in
business organisation as these are individual who have high level of interest and power with
organisational functions. The group of stakeholders are considered as asset to business because
these are people whose functions and duties are influenced by changing business operations. The
internal stakeholders of firm are, managers, employees and owners wand performance of every
individuals is derived from success and win of entity. Workers are internal stakeholders who are
responsible for managing techniques of work, operations and strategy which are related to
enhance organisational functions. However, as per Werther Jr and Chandler, 2010, employees
are the individuals who are related to success of firm by creating value of products and services
by working as per determined vision, mission, goals and objectives. The author believes that
every stakeholders has it owns characteristic ad duty of enterprise but functions and
responsibility of group of stakeholders is linked with success of organisation and customer
satisfaction. In accordance, the author states that implementing the use of Corporate social
responsibility is the strategy which helps in managing successful business functions and
stakeholder satisfaction. It is the strategy which is concerned with ethical policies and practices
and therefore assist in earning trust and loyalty of internal and external stakeholders. For
instance, implementing the use of environmental policies and practices helps the firm in
developing strong bond of relationship with stakeholders as it is focused on protecting interest of
individuals with regard to business operations.

Du, Bhattacharya and Sen, 2010, has stated common characters of stakeholders of
company which states that the group shares common interest with business functions which is to
attain success. Further, the characteristics denotes the focus of stakeholders on structural
changes. Like it is important for business owners and management to convey all the changes in
practices and policies with group of stakeholders in order to avoid the chance of future
uncertainties and disputes. Moreover, the owners and shareholders are focused on increasing and
managing size of organisation, partnership and collaboration to increase business functions and
profitable investment. Managers are related to organising duties and making decision to enhance
workplace practices. In addition, the individuals are focused on planning and controlling
employees work to maintain positivity of workplace. The foremost characteristic of manager
which denotes their responsibility is that the individual are accountable to business owners fr all
the workplace changes, disputes, requirement, plan, monitoring etc. Apart from managers,
employee are the major stakeholder of enterprise who are responsible for carrying out business
activities. These individuals are specific and allocated according to their skills and capabilities.
In contrast, the scholar states that the pay scale and motivation of theses stakeholders is based on
their work, skills, capabilities, qualification, age and work. Apparently, Cronin, Smith and
Martinez, 2011, has stated about customer who are most important stakeholders of any enterprise
as these are the individuals who are responsible for sales and profits of company. The buying of
goods and services is the major characteristics of these people who influence over all business
operations and reputation. Therefore, it is important for an organization to keep its buyers
satisfied. In order to satisfy the needs and wants of customers the foremost responsibility of
enterprise is to implement the use of strategies which creates awareness about its commodities ad
services and to gain their loyalty. To attract attention of buyers there are many companies who
have implements the use of policies and plans of corporate social responsibility as it is the tactic
which helps the firm in managing environmental friendly practices and enabling trust of buyers
on company. The author believes that consumers are the stakeholders which helps the firm in
making innovation services. Therefore, it is important for the company to meet the needs and
wants of buyers in order to create value of goods in market. As per the views of Klijn, Eshuis
and Braun, 2012, suppliers are the individual who are provided resources for making goods and
services and it is the most crucial part of business operations. It is important for the business
owners and management to have strong relationship with suppliers because the value of

resources is decided by suppliers and to buy quality raw material at minimum price supplier and
owner relationship is must. Moreover, the supplier are focused on business practices and
production process. In accordance implementing the use corporate social responsibility practices
is the strategy which assist enterprise in enhancing relationship with suppliers. However,
government is the stakeholder which share the least interest with company but have strong
influence of power on business and its operations. Like, the governmental regulations such as
interest rates and taxation rates impacts profitability of firm as it charges certain amount form
company for its successful operations. It enables legislation which compliance is mandatory
which helps the entity in maintaining safe work environment and healthy work practices such as
Discrimination Act, Work Compensation, Unfair dismissal, healthy and safe work
environmental. Employment act, Minimum wages act etc. The impact of governmental on
policies and practices of business act as tonic for organisational functions because it enables safe
and discrimination free environment for all workers. Further, it lay impact on entity which
regulates strict monitoring control over work environment. Theses are the practices which helps
the entity in managing equality and diversity with the help of external control. Stansbury, 2012,
stated that to analyse stakeholders and their interest with company the firms implements the use
of various stakeholders strategies such as stakeholder mapping which denotes stakeholders
according to their power and interest with business. Hence, to denotes stakeholder impact the
management implements the use of power interest matrix which focuses denotes influence with
segregation of stakeholder on basis of high power/ high interest, high power/ low interest, low
power/ high interest, low power/ low interest.
Stakeholder opinion over CSR practices.
According to Dhaliwal, Li and Yang, 2011, corporate social responsibility is a business
approach which focuses on sustainable business practices which helps the organisation in
maintaining sustainability of organisational functions. It is focused on environment, social and
economical business factors. It is concerned with both Internal and external factors of which is
business and business environment. According to author implementing CSR practices and
polices assist organisation in managing safe and successful business functions for all the
individuals who are related to enterprise. It is the efforts made by company to improve living
standard of society and enable safe and healthy living environment. It enables different benefits
to different stake holder like CSR practices helps customers in trusting products offered by

entity, helps employee in working in safe and healthy environment, enables equal opportunity for
all workers. It has become integral part of business enterprise as it focuses on sustainable
development of firm which comprise all business environment factors. Further, the author states
that it is considered effective because it is focused on natural environment, stakeholder group
and welfare of society. The ethical responsibility followed with CSR practices which helps the
firm in gaining trust of stakeholders over business and its functions. As per Carroll, 2015, there
are three dimensions of CSR that is human responsibility, product responsibility and
environmental responsibility. In human responsibility, it is important for the fir to implement
practise which aims at protecting interest of stakeholders. In this the foremost priority of
company is keeping stakeholders information about change, innovation and profit looses.
Further, it is important for the firm to enable power to stakeholders which is the best way to
protect their interest with regards to company and its functions. Product responsibility comprise
quality of raw material time and pricing as it is related to consumers. It is essential for firm to
ensure products are offered to buyers as per changing requirement and affordable prices. The
quality of products and innovation comprise responsibility and its is important for the
manufacturer to ensure safe and quality production of goods and services. In environment
responsibility the firm is focused on implementing use of environmental friendly products,
minimizing waste and consumption of energy. Limited use of natural resource is the major plan
which come across with implementing of corporate social responsibility. The scholar believes
that according to stakeholders, it is important for the firm to practice CSR plans and policies as it
helps in managing sustainability in business functions. AS per employee it enable safe equal and
positive work environment, for shareholders it enables proper investment and check over
profitability. For customer it enables product innovation with the use of environmental friendly
raw materials. For suppliers it enables safe and optimum utilisation of resources. CSR practices
and plans are effective process for managing successful business operations by minimizing waste
and making use of environmental friendly products. As per Aguinis and Glavas, 2012, CSR
policies and plans lay impact on stakeholders according to their power and interest with company
like for customers it helps the firm in providing quality assurance and increasing sales which
leads to buyer satisfaction and disclosure of product information with the help of labelling.
Shareholder and investors gets accurate and timely information, support form capital markets,
reflection of investment, profits and losses which leads to fair assessment. The shareholders of

firm are related to public relations and IR events which is one to one meeting that represents
effectiveness of organisational functions. Apart from shareholders the key participant of
company in CSR plans are suppliers which focuses on safe and soundness of enterprise and its
business functions. Moreover, suppliers seek for business partnership of company with other
enterprise because it is the factor which demonstrate company efforts for establishing good
market reputation. The suppliers of entity are focused on procuring activities, meeting suppliers,
monitoring safe and healthy production activities of firm and auditing. The author discussed
about key asset and major stakeholder of company who are employees for which managing
healthy and safe work environment is the only strategy which work and boost their morale to
functions effectively with organisation. For managing employee the responsibility of firm lies in
training and development, learning, innovation and work division. Hence, it has been determined
that internal and external stakeholders both are common view on implementing CSR practices
and polices because regardless of its ineffectiveness the responsibility helps the entity in
managing environment and product responsibility which plays a key role in sin serving
stakeholder satisfaction. For instance, according to O Riordan and Fairbrass, (2016), it is
important for the pharmaceutical companies to maintain effective relation with stakeholders with
the help of corporate social responsibility because this will assist the companies in gaining trust
over suppliers and medicines. It is important for the companies like pharmaceutical to implement
the use of socially responsible practice because it is concerned lives of people. IT is the industry
which earn maximum profit every year therefore it is important for the firm to keep its
stakeholders informed about all the changes. Innovation in medicine sis the key driver therefore
communication between suppliers and businesses owners helps the enterprise in determining
availability of new medicines. Suppliers are the stakeholders which are concerned with effective
practices of company and that is why implementing CSR and promoting sustainable
development is the strategy which assist the companies in maintain appropriate relation with
business.
Stakeholder Engagement and its relation to Corporate social responsibility
As per Okpara and Idowu, 2013, stakeholder engagement with corporate social
responsibility vary from stakeholder to stakeholder. It is a fundamental process which sets a
framework for policies and practices which focuses on concern of people who are related to
business functions. Engagement of stakeholders in business functions is the best way to derive

loopholes and shortcomings which can interrupt organisational functions and can become threat.
It helps the management of company in seeking new information which can enhance value of its
products and services. There are different way to engage stakeholder in conversation Like to
interact with customers the firm implements the use of marketing strategies such as promotion
campaign, public relation etc. which helps in one to one interaction with specific buyers. This is
the practice which denotes costumer satisfaction and needs of changes in services. Apart from
consumer engagement it is important for an enterprise to interact with workers because it is thing
which helps the management in analyzing internal loopholes and shortcomings. The interaction
with employees cab be done by organizing training and development, one to session. Regularly
engaging with employees assist the firm in determining need of innovation to service consumer
satisfaction and increase sales. However, Interacting with shareholder is the strategy which helps
the entity in determining increasing need of investment and regulating check over capital
markets. The foremost responsibility of company is to keep its shareholders informed about all
the internal changes, losses and profits. On the other hand, according to Du, Bhattacharya and
Sen, 2010, suppliers plays an important role in companies functions therefore it is important for
the firm to interact regularly with suppliers. Suppliers are the individuals who supply raw
material to company for production therefore conveying suppliers about change is mandatory
because it keeps them informed ans the individual helps the firm by supplying new and more
effective raw material and resource.
According to Carroll and Shabana, 2010, corporate social responsivity offers safe and
ethical business practices to organisation with consent of all stakeholders. Almost all
stakeholders in organisation are focused on companies' growth and development therefore it is
important for an enterprise to make changes in services in order to make business process ethical
and equal for all. The CSR practices enables policies and plans which promotes safe practices
with regards to environment and focuses on promoting equality and diversity. The practices
focus on equal job opportunities which is the best strategy that assist in employee motivation.
Further, it enables working in group in order to reduce stress and it is combination of different
skills and practices. The author believes that working together in group is the best strategy which
helps the firm in making innovation and reducing load of work. Moreover, it helps in building
strong formal and informal don. Working together assist in making innovation with minimum
efforts. However, implementing the use of CSR plans reduced the chance of discrimination and

unethical practices in internal functioning which leads to conflicts and disputes. As per Vernon,
2018, implementing use of corporate social responsibility is the tactics which helps the company
in establishing strong market reputation and loyal customers. Customer are most influenced with
internal practices followed by company therefore, to serve consumer satisfaction it is important
for the firm to interact with consumers and share information about internal practices and plans.
It is important to implement CSR policies because it assists in brand recognition, building strong
business reputation, increasing sales and developing brand loyal customers. Implementing use of
CSR has assisted many leading companies in boosting their financial performance and attaining
organisation growth and development. According to author, it is important for company be
socially responsible as it helps in gaining consumer trust over business products and services. It
helps in seeking social issue which can hamper and can create barrier to organisation
performance. However, Dhaliwal, Li and Yang, 2011, has stated that Global reporting initiative is
enables sustainability guidelines and reporting which helps the firm in interrelating business
structure and economic, social and environmental impact on business and its functions. There
are various ways which helps the firm in maintaining sustainability in organisation functions and
it is important for the firm to ensure safe and social responsible practice to enable ethical
business functions, Sustainability in business functions is the best strategy which helps the firm
in determining stability and needs of changes as per business and business environment. Further,
following guidelines of Corporate social responsibility according to author is the technique
which helps in maintaining systematic business functions and coordinating employee job
functions. Establishing coordination and cooperation between employee and their work is the
best practice which helps in maintaining sustainability in organisational management.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology implies for the systematic and theoretical analysis of methods that
applied by the scholar for achieving aim and objectives. For conducting research prominently
several methods are undertaken by the scholar by taking into account the type or nature of issue.
In this, RM chapter contains type of the study, approach, philosophy, data and analysis method
that have been employed by the scholar to assess the role CSR strategy in the formation of JNJ’s
long term sustainability. The methodology assists the researcher in implementing used of
different tool and techniques which assist in conducting systematic research process. It is the
critical chapter of study as it enables strategy to make investigation effective and analytical. The
methods of research will assist the scholar in making detailed analysis over business strategy
such as CSR helps in forming or building long term sustainability in the context of JNJ, the
leading company operating in pharmaceutical sector. There are various tools included in research
technique, approach, philosophy, data collection and data analysis. Further, in enables and
determines research limitation which can be hindrance to research process and investigation at
the time of gathering and analyzing data. Thus, the tool helps researcher in managing
investigation effectively and systematically.
Research Design
It is blueprint of research process. It helps the researcher in predetermining the steps
which need to be followed in order to draw conclusion. Making blue print of process is the
foremost step which assist the individual in setting guidelines for entire process. There are
various type of research design which different characteristics like Experimental in which the
person focuses on practically experiencing situations and observing it to outline assumptions.
Descriptive, in which researcher focuses on in depth researching and analysis to draw findings
and discussion. This is implemented when the researcher is focused on recording, observing and
analysing view points of participants. This is conducted with the help of specific group of people
who are capable of answering (Different research methods, 2017). In exploratory research design
the researcher aims at seeking for more and more information from various available sources to
make valid and reliable conclusions considering past and current data. In this research for
analysing business strategy such as CSR helps in forming or building long term sustainability of

JNJ, leading company operating in pharmaceutical sector, the scholar will implement the use of
exploratory research design to seek actual outcome with regards to policies of Corporate social
responsibility in relation to sustainability of Johnson and Johnson. Researching all possible
sources for collecting valid information it is important for the researcher to investigate the best
solution for research. However, implementing other style of research design helps the person in
seeking information but sometimes it is focused on assumption and sometimes on assumption.
Therefore, at the time of collecting information from secondary sources it is important for the
investigator to explore all the available and related secondary resources.
Research approach
Research approach plays an crucial role in study as a method because it helps the person
in determining best and appropriate solution for the research questions. It is the method which
address research questions and answer which is most effective part of entire process. It is
conducted and implemented in investigation to make information authentic and reliable.
Generally there are two type of research approaches that is inductive and deductive where
inductive approach helps the person in making information specific to general with the help of
observation. This is used at the time of making assumption and hypothetical results by relating
real information. In this it is important for the researcher to have wide knowledge about research
tittle (Qualitative Research Methods & Methodology, 2018). However, the deduction approach
helps the researcher in making information general to specific. In this it is important for the
scholar to develop critical understanding over research tittle and objectives to make information
collection specific. In accordance, it can be said that research approach is the methodological
tool which assist the researcher in formulating solutions with the helps of gathered information.
This in this research process the investigator will implement the use of inductive research
approach as it will assist the person in determining appropriate conclusion from specific
information of Johnson and Johnson company on business strategy such as CSR helps in forming
or building long term sustainable development in pharma sector (Sherman,2016). Thus, inductive
research approach will be applied to study in order to make process general with regards to
corporate social responsibility and its relation with stakeholders of J&J firm.

Research philosophy
Research philosophy defines the accepted belief of the researcher for carrying out a well-
defined study that is apparent to achieve the set objectives of an undertaken study by together
assisting in selecting appropriate measures for collecting and analysing suitable data (Fiegen,
2010). The investigator is therefore required to make a vigilant selection of a particular
philosophical approach. Selection of a particular philosophy is based on a term called
epistemology that in turn includes several philosophies of a chosen research approach. Generally,
there exists mainly 2 distinct type of research philosophies that are usually selected by the
researcher to conduct a directional study namely positivism and interpretivism. It together
depends upon the undertaken topic of the research where presently, the study is about CSR as a
vital business strategy for attaining a long term aspect of sustainability in the business.
It is with a special context of a chosen business organisation named Johnson and
Johnson, operating in the pharmaceutical industry. For this purpose, an interpretivism philosophy
of research has been chosen with a special consideration of carrying out a subjective
interpretation of the acquired findings (3.5 Simple Random Sampling and Other Sampling
Methods, 2018). It is also evident in assisting in conducting studies based on action research and
case studies, as the researcher will be doing in the present investigation. It thus depicts secondary
research that will be done with assistance of an interpretivism philosophy. Although, another
alternative approach called positivism has been avoided with a concern of its high cost where it
is usually unable to probe the findings in a relevant manner. As a result, to which, it is not
compatible with the chosen topic of the research.
Research Technique
This is referred to be yet another vital element of a research that needs the selection of a
likely research technique by the investigator. This is apparent to assist in the methods required to
be chosen for gathering a relevant set of data by the researcher to further analyse the same. It is
with a major concern of producing effective results at the end that firstly necessitates the
investigator to choose a suitable technique for research. Usually, there exists 2 major techniques
namely quantitative and qualitative where certain investigations are also based on a mixed
approach, involving both quantitative and qualitative measures of research (Geerts, 2011). The

current study is also based upon a mixed research approach where both qualitative and
quantitative methods were used to analyse the acquired set of data.
Also, it is mainly based upon secondary set of data where the researcher has referred to
the company reports of Johnson and Johnson that has been further evaluated using a well-known
statistical tool named SPSS. This has represented the use of quantitative research method that is
apparent to improve the generalisation of the outcomes by permitting a greater precision and
objectivity in the obtained results. The qualitative technique has together been used with
assistance of the secondary data utilised for this study. This has evidently supported in the earlier
phases of this study by providing a detailed aspect of the information’s needed for the research.
A mixed technique of research has thereby resulted in offsetting the weaknesses of both
qualitative and quantitative measures of research.
Data collection
Data collection is the most critical and important part of research process as in this person
is focused on collecting information research tittle from various available sources. Implementing
use of data collection methods is the best strategy which assist the individual in segregating ways
and sources to collect information. There are various data collection method such as primary and
secondary where in primary sources the investigator aims at collecting information through
focused group, interviews, emailing, observation etc. For primary data collection it is important
for the researcher to determine participants who will helps in answering to question which are
framed in keeping in mid research objective and tittle. Participants in primary data collection
process plays an important role therefore it is important for the researcher to choose them wisely
like who are capable of answering questions. In secondary research process the researcher is
focused on collecting information through already viable data such as, books, articles,
governmental publication, magazines, annual report etc. The analysis of secondary data for
collecting information is the best way to collect valid and viable information because it is
process which assist the investigator in collecting appropriate data as per research questions.
Thus, in this researcher process scholar implemented use of secondary data collection process in
which the individual will focus on analysing annual report and sustainability report of past 5
years that is 2013, 2014, 2015, 2016, 2017. In case of analysing detail about business strategy
such as CSR helps in forming or building long term sustainability implementing secondary data

collection method is the best strategy because it will help in determining companies policies and
practices which assist the firm in managing success business operations in pharma sector (Paul,
K., 2017).
Sampling
Sampling plays a significant role as in this the researcher focuses on choosing specific
data for seeking information from various options. In modern era there is lot of information
available on different topics which reflects choices. It is important for the researcher to
determines best sources for seeking information. There are different types of sampling that is
probable and non probable. Further, it is segregated into random, cluster, stratified etc. For
seeking information from secondary resources the researcher aims at using random sampling in
which the person targets specific sources which contains reliable information. In probability
sampling researcher have various options available which have similar chances of getting related
information whereas in non probability sampling the scholar have various choices available and
every choice is completely different from each other. Thus, in this research process the
researcher will aim at implementing random sampling method to collect secondary information.
Further, the foremost priority of investigator will seek information on business strategy such as
CSR helps in forming or building long term sustainability in the context of JNJ from companies
last 5 years annual report. Thus, the scholar will seek for information from various others article
and governmental publications which are focused on CSR policies and their effectiveness as
business strategy.
Data analysis
Data analysis is the most crucial part of research process as in this the person is focused
on interpretating and analysing gathered information. It is the most important part of research
process because it is step of study which helps in drawing conclusion. There re basically two
types of data analysis process that is qualitative and quantitative, where in quantitative the
researcher is focused on analysing information with the help of mathematical representation and
in numerical terms. This process allows researcher in getting accurate and reliable conclusion.
Further, to make quantitative data analysis easy the researcher aims formulating theme which
segregates information according to its content. Thematic analysis of research helps the person in
making analysis effective and systematic. In qualitative data analysis the researcher aims at

analysing gathered data in descriptive form with the help of themes and observation. This
analysis process helps in farming direct conclusion to overall study. Thus, in this research the
person will implement the use of qualitative analysis as it is the process which will helps
investigator in analysing annual reports of Johnson and Johnson over sustainable development,
business strategies and over corporate social responsibility. This qualitative analysis is chosen by
researcher because it is the process which helps in make investigation process effective and
efficient not only for the current study but also for the further more studies of similar type.
Hence, this analysis helps in making study systematic and appropriate. Apart from the scholar
have implemented the used of quantitative analysis in which the person will analyse annual
report through SPSS.
Reliability and validity
Reliability and validity is another important part of research process as it denotes
effectiveness of collected and analysed information. Validity of research is focused on research
content in which the person focuses on logically soundness of information. To make research
process valid and reliable the most important factor for researcher s to provide references and
citation to study. This enables evidence to information which automatically turn research into an
authentic process. Citing every information helps the person in making general information in
specific. Further, in this research the individual will focus on implementing use of more and
more references as it is secondary research. Thus, to cite online reference of analysis report of
Johnson and Johnson for analysing business strategy such as CSR helps in forming or building
long term sustainability will help in making entire data collecting and analysis effective and
reliable. However, reliability of information demonstrates its validity which helps researcher in
using current study for more similar studies like this. Hence, it is the responsibility of researcher
to make sure that entire data is effective and authentic to draw conclusion.
Ethical considerations
Ethical consideration is important aspect of research process as it determines right and
wrong of the situation. Considering ethics during study assist the person in making process
systematic, ethical and responsible. Ethics is the individual moral values, and beliefs which helps
the person in acting and working responsibly. It provides weigh to research process as it act as
monitoring and control measure to study. In this the researcher is bound to focus on effective and

reliable measure of data collection and analysis in order to make investigation effective. The
foremost ethical consideration in this report is accuracy of data as it is based on secondary
sources. Therefore, it important for the researcher to focus on collecting information which is s
correct and accurate to draw conclusion. Apart from accuracy, it is important for the individual
to seek for permission from responsible authorities of Johnson and Johnson to investigates its 5
years annual reports to collect and analyse information on business strategy such as CSR helps in
forming or building long term sustainability. Apart from this, interacting with employees or
seeking information from government to seek their publications and article also plays a vital role
as is considered as significant part of ethics. Apparently, to make information and research
process more ethical researcher focuses on providing evidence to study and every authentic
statement through citation. Referencing in research is the key driver because it helps in making
information and analysis reliable. Referencing and in texting them is the best part which helps in
making study ethical. Thus, references to study is provided with the help of google scholar,
online articles, journals, books, governmental publications etc.
Research limitations
Research limitation is the another foremost part of process because it helps the researcher
in analysing hindrance and loopholes which can create hindrance to research process, data
collection and data analysis. It predetermines the barriers which need to be overcome in order to
make entire process effective and efficient (Zumitzavan and Michie, 2015). The research
process comprise various barriers which majorly comes at the tie data collection and analysis like
during data analysis in this study on business strategy such as CSR helps in forming or building
long term sustainability, it was very difficult for the researcher to evaluate the best method to
implemented for data collection like it is important to seek information from stakeholders but on
the other hand it was important to search and analyse annual report to determine functioning of
pharmaceutical. Further, in this research the researcher faced problems in analysing difference
and interpretation data of annual reports Thus, it is important for the scholar to determine
hindrance and methods to be used on prior basis because it helps in managing time and
availability of resources.

CHAPTER 4: DATA ANALYSIS AND FINDINGS
Data analysis refers to the process that researcher undertakes with the aim to assess
suitable solution of concerned issue. This chapter of dissertation is highly effectual which in turn
presents findings of the issue being investigated. In this, to analyze the impact of CSR on the
formation of long-term sustainability under the context of international pharmaceutical company
Johnson & Johnson five years annual reports have been evaluated. Hence, thematic analysis has
been done by the researcher to present the initiatives that were undertaken by J&J for the welfare
of others and its contribution in formation of long term sustainability.
Findings
Descriptive statistics
N Range Minimu
m
Maximu
m
Sum Mean Std.
Deviation
Statisti
c
Statistic Statistic Statistic Statistic Statistic Std. Error Statistic
communityinvestment 5 227.00 993.00 1220.00 5527.00 1105.400
0 43.89715 98.15702
profit 5 15240.0
0 1300.00 16540.0
0
63403.0
0
12680.60
00
2884.854
32
6450.730
37
revenue 5 6376.00 70074.0
0
76450.0
0
364057.
00
72811.40
00
1143.222
01
2556.322
12
marketshare 5 4 21 26 117 23.32 .768 1.717
operatingemployeesabndother
cost 5 3561.00 48898.0
0
52459.0
0
252683.
00
50536.60
00
693.2093
2
1550.063
16
Valid N (listwise) 5
Hypothesis 1
H0 (Null; hypothesis): There is no significant difference in the mean value of profit and
community investment.

H1 (Alternative hypothesis): There is a significant difference in the mean value of profit and
community investment.
Regression
Descriptive Statistics
Mean Std. Deviation N
profit 12680.6000 6450.73037 5
communityinvestment 1105.4000 98.15702 5
Correlations
profit communityinvest
ment
Pearson Correlation profit 1.000 -.538
communityinvestment -.538 1.000
Sig. (1-tailed) profit . .175
communityinvestment .175 .
N profit 5 5
communityinvestment 5 5
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1 communityinvest
mentb . Enter
a. Dependent Variable: profit
b. All requested variables entered.
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change

1 .538a .289 .053 6278.96071 .289 1.222 1 3 .350
a. Predictors: (Constant), communityinvestment
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 48171646.560 1 48171646.560 1.222 .350b
Residual 118276042.640 3 39425347.547
Total 166447689.200 4
a. Dependent Variable: profit
b. Predictors: (Constant), communityinvestment
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 51761.437 35466.746 1.459 .241
communityinvestment -35.354 31.984 -.538 -1.105 .350
a. Dependent Variable: profit
Interpretation: The above depicted table shows that R and R square accounts for .54
& .05 respectively. It presents that community investment and profit margin generated by J&J
are correlated but to the moderate level. Further, R square such as .29 presents that changes will
take place in the dependent variable in line with the independent aspects are small. Further,
regression analysis results show that p>0.05 which in turn presents that null hypothesis is true
and other one rejected. Hence, referring the outcome it can be depicted that no significant
difference in the mean values of variables like community investment made and profit margin
generated by J&J pertaining to the five years period from 2013 to 2017.
Hypothesis 2
H0 (Null; hypothesis): There is no significant difference in the mean value of community
investment and sales revenue of J&J.

H1 (Alternative hypothesis): There is a significant difference in the mean value of community
investment and J&J.
Regression
Descriptive Statistics
Mean Std. Deviation N
revenue 72811.4000 2556.32212 5
communityinvestment 1105.4000 98.15702 5
Correlations
revenue communityinvest
ment
Pearson Correlation revenue 1.000 .642
communityinvestment .642 1.000
Sig. (1-tailed) revenue . .121
communityinvestment .121 .
N revenue 5 5
communityinvestment 5 5
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1 communityinvest
mentb . Enter
a. Dependent Variable: revenue
b. All requested variables entered.
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change

1 .642a .412 .216 2263.28831 .412 2.103 1 3 .243
a. Predictors: (Constant), communityinvestment
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 10771709.236 1 10771709.236 2.103 .243b
Residual 15367421.964 3 5122473.988
Total 26139131.200 4
a. Dependent Variable: revenue
b. Predictors: (Constant), communityinvestment
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 54331.040 12784.197 4.250 .024
communityinvestment 16.718 11.529 .642 1.450 .243
a. Dependent Variable: revenue
Interpretation: By applying statistical tool on data set it has assessed that investment
made by J&J for community development and sales revenue variable is moderately correlated
such as .64. Further, R square measure implies for .41 which entails that significant change will
occur in the dependent variable such as sales revenue of J&J when changes take place in the
independent variable. ANOVA table presents that p value (.243) is greater than standard value
such as 0.05. Thus, it can be depicted from the evaluation that no statistically significant
difference exists in the mean value of sales revenue and investment made by J&J for the welfare
of community.
Hypothesis 3
H0 (Null; hypothesis): There is no significant correlation between market share and community
investment as well as operating employees & other cost in the context of J&J.

H1 (Alternative hypothesis): There is a significant correlation between market share and
community investment as well as operating employees & other cost in the context of J&J.
Correlations
communityinvest
ment
prof
it
reven
ue
operatingemployeesabndoth
ercost
marketsha
re
communityinvestment
Pearson
Correlati
on
1 -.53
8 .642 .159 -.909*
Sig. (2-
tailed)
.35
0 .243 .798 .032
N 5 5 5 5 5
profit
Pearson
Correlati
on
-.538 1 -.737 -.274 .548
Sig. (2-
tailed) .350 .155 .656 .339
N 5 5 5 5 5
revenue
Pearson
Correlati
on
.642 -.73
7 1 .604 -.468
Sig. (2-
tailed) .243 .15
5 .280 .426
N 5 5 5 5 5
operatingemployeesabndoth
ercost
Pearson
Correlati
on
.159 -.27
4 .604 1 -.236
Sig. (2-
tailed) .798 .65
6 .280 .703
N 5 5 5 5 5
marketshare
Pearson
Correlati
on
-.909* .54
8 -.468 -.236 1
Sig. (2-
tailed) .032 .33
9 .426 .703
N 5 5 5 5 5
*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation: From correlation analysis, it has assessed that community investment and
sales revenue of the firm is moderately correlated. This in turn presents those investment policies
which are made by J&J for the community welfare has impact on revenue but not to the
significant level. Community investment and market share of J&J has negative relationship with
each other. Considering the outcome it can be presented that statistical relationship takes place
between such two factors but negatively. In addition to this, other variable such as operating
employees cost and revenue of J&J has moderate level of relationship. Thus, considering overall
evaluation it can be depicted that along with the community investment, there are several other
factors which in turn places negative impact on the long term sustainability.
Discussion
From assessment, it has found that business unit owes responsibility towards the wide
group of stakeholders rather than only on shareholders. Findings derived from statistical
evaluation present that both operating cost associated with the employees and community
investment made by J&J has positive impact on the sales revenue of firm to the moderate level.
This aspect can clearly be supported with stakeholder theory of CSR which in turn presents that
company such as J&J can gain competitive edge over others only when it fulfills the need or
expectations of all the stakeholders include employees, suppliers, creditors, community etc.
Hence, for the creation of long term sustainability it is highly required for the firm to make focus
on developing strategies that offers benefit to all the stakeholders.

Sustainable development with regard to people of J&J.
From the sustainability report and annual report of Johnson and Johnson, it has been analysed
that with the society welfare practices and community investment the profits of company has
been stable and increased till 2016 but in 2017 there were a drastic decrease in profits and
investment which denotes impact of corporate social responsibility. Further, in accordance to
people of who are related to business, it has been analysed that from last 130 years the firm is
focused on helped needy people of society to promote their happy and healthy lives. According
to report people in reports it has been analysed that the motive of enterprise is to develop strong
sense of responsibility and accountability among people across the globe. The focus of company
is to fulfil its commitment with people of different communities at different places with their
solutions and products. This is sustainable effort of firm which was evaluated from the
sustainability report of John and Johnson. Apart from this, it has been derived that the enterprise
states that its innovation and ongoing work is enforced to help people across the globe who have
been struggling due to social and economic circumstances. The business has enables free
treatment services which helps in promoting living standards of people. The access of programs
of J&J comprise collaboration, strategic partnership, distribution of medicines, donation and
licensing agreements (Citizenship & Sustainability Report, 2014). These ethical and socially
responsible practices reflects the company contribution and determination towards sustainable
development with the help of social welfare, ethical practices, stakeholder satisfaction and
community investment.
Sustainable development with regard to place of J&J.
The sustainable development goal of company with regard to place is enabling places to
live with availability of fewer resources. The firm believes in expertise and partnership to make
healthy and standard place to live in. The dramatic changes of medical markets are impacting the
sustainability development of business but still the organisation in managing its community
investment and social welfare practice to promote better place for the needy people of societies
across the globe (Marimon, del Mar Alonso-Almeida and Alejandro, 2012). The place of concept
of Johnson and Johnson is focused on protecting environment and natural resource to make work
a better place for living for many generations. The concept of J&J is based on Making the places
we live, work and play healthier, by exploiting fewer and smarter resources (Citizenship &

Sustainability Report, 2015). Thus, in accordance to place, the company is focused on optimum
utilisation of resources, minimizing waste and consumption of energy. Moreover, the form the
suitability of report of organisation it has been found out that the ultimate goal of entity is to
promote healthy living in society with minimum use of natural resouces.
J&J’s initiatives for providing customers with high quality products and services
By doing evaluation of the sustainability report 2016, it has assessed that J&J places high
level of emphasis on providing customers with high quality and safe products. Moreover, lower
quality products closely influence the satisfaction level of customers and product performance to
a great extent. For meeting such expectation level of customer’s quality related policies and
standards have developed by J&J which all the employees are expected to follow working
around the world. In addition to this, it has assessed from the evaluation that with the motive to
prevent quality issue J&J Proactive Supplier Program are designed.
In addition this, high level of emphasis has also been placed by J&J on innovative
business practices. Sustainability report presents that J&J has introduced several products such as
Neutrogena, Motrin, Aveeno etc. All such products are recommended by the doctors to patients
which in turn considered as an achievement for J&J. This aspect shows that J&J has fulfilled its
responsibility towards the customers to a great extent. Along with this, sustainability report
pertaining to the year from 2013 to 2017 clearly shows that focus was laid by the management
team of J&J in relation to providing workforce with safe environment. In addition to this, several
other initiatives were also undertaken by for reducing the level of environmental emission. This
in turn helps company in generating higher revenue. From stakeholder theory mentioned in LR
clearly presents that now customers give high preference to the company that performs activities
in an eco-friendly manner. Hence, significant actions and strategies were employed by J&J to
save energy and water usage.

(Source: Sustainability report. 2018)
Long term sustainability and profit margin of the firm is highly related. Moreover, CSR
activities develop effectual image in the mind of customers and attract them to purchase products
or services from them. This in turn positively contributes in both sales as well as profit margin of
the firm. By taking into account the significance of long-term sustainability in the context of J&J
new vision pertaining to health has developed by J&J. In accordance with such new vision
emphasis is placed on making everyone healthier to a great extent. In addition to this, as per
2020 program the main motive of J&J is to empower and engage at least 100000 personnel
towards the aspects of health and well-being (Toward a healthier 2020, 2018). In addition to this,
target of J&J is to enroll suppliers in the sustainable development program. Hence, all such
targets and metrics will assist in forming long-term sustainability and enhancing market share.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
From Chapter 1 of dissertation, it has been summarized that Corporate social responsible is the
best practice which helps the firm in attaining effectiveness in organisational functions as it
focuses on welfare of society with regards to stakeholders. It impacts business functions and
sustainability practices for long term therefore in cases of profits it is good but on the other hand
at the time of losses it can be disastrous for revenue and growth of firm. The dissertation is based
on one aim which is business strategy such as CSR helps in forming or building long term
sustainability and this assisted in framing viable objectives to analyse proper impact of social
welfare practices on the growth and development of business. Further, chapter 2 of dissertation
summarized views of various authors on the basis of themes from where it has been found out
that CSR for an enterprise is an initiative that positively contributes in the environmental and
social welfare. Moreover, the chapter outlines about various CSR practices and policies and their
impact of different stakeholders like, employees, manages, shareholders, customer etc. In
accordance to views of scholar it has been identified that CSR practices leads to sustainably
development because it enables trust of stakeholders on company and its products and services.
Apparently, the report outlined tools of research methodology in which it focused on
specific tools and techniques of research which can assist scholar in making entire process
effective and efficient. For research methodology the researcher have implemented the use of
exploratory research design, inductive research approach, qualitative research technique and
interpretivism philosophy. Apart from research approaches and philosophy, for data collection
process in dissertation the scholar implemented the use of secondary data in which annual report
of past 5 years that is 2013, 2014, 2015, 2016, 2017 has been considered. For sampling the
researcher implemented the use random sampling and quantitative and qualitative both analysis.
Furthermore, for qualitative analysis the individual has used SPSS method to analyse
sustainability and annual reports of Johnson and Johnson. Thus, from the research it has been
found out that social welfare by pharma company has assisted the firm in enhancing its image
and creating value of its products but on the other hand the profits of organisation has been
increasing till 2016 and then it has major decrease in 2017 due to which the firm has planned
long terms plans for 2020 which will helps the pharma enterprise in enabling stability in

organisational functions. Hence, from the entire discussion and research it has been analysed
various recommendation which can be suggested to Johnson and Johnson to have control in
profits and revenues which are as follows:
 The company should focus on branding and marketing strategies to boost its sales in
current year and to create awareness among stakeholders about the ethical and socially
responsible practices (Martínez-Alier, Pascual and Zaccai, 2010).
 It is important for Johnson and Johnson to increase employees working efficiency for
which it is essential for the firm to organise regular training and development to workers
because it is the only technique which helps in making employees aware about external
changes and need of innovation (Lindgreen and Swaen, 2010).
 It is important for Pharma company to make optimum utilisation of resources and to
minimize waste to control cost and to have strong control over declining profits and
revenues (Adams and Frost, 2017).
 Making more and more dividend policy to attract shareholders investment in company
which will assist in boosting capital market, maintaining cost and stabilising profits and
revenues (Ballou, Heitger and Adams, 2016).

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