Ethics and Corporate Social Responsibility Case Study 2022

Ethics and Corporate Social Responsibility: Case Study of
SodaStream 1
ETHICS AND CORPORATE SOCIAL RESPONSIBILITY: CASE STUDY OF
SODASTREAM
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Ethics and Corporate Social Responsibility: Case Study of
SodaStream 2
ETHICS AND CORPORATE SOCIAL RESPONSIBILITY: CASE STUDY OF
SODASTREAM
Introduction
SodaStream as an organization has been in the business since 1903 and strives to beat big
companies in the industry like Coca Cola and Pepsi. The company is known for its strategy,
which is based on ethics and sustainability. However, the organization has also been using
various other tactics, ensuring that they achieve maximum sales and their projection of $1 billion
in sales annually. In as a much as the aim of an organization is to make a profit, the company
utilizes a unique approach which is focused on consumers and sustainability. The content of this
paper, therefore, evaluates the case of SodaStream and provides answers on how the organization
haves used CSR and ethics to build and develop itself as a brand. The paper further concludes
with recommendations to the company, CEO Birnbaum.
Question One
The Role of CSR and Ethical Values in the Development of SodaStream Brand
CSR and ethical values performed a severe role in the definition and development of
SodaStream as a brand. To begin with, the company under the management adopted a
mechanism which is based on corporate social responsibility and ethics. Instead of going for
prize or cost reduction mechanism, the organization decided to position itself as an organization
which cares for consumers health, values the environment and develop products through the use

Ethics and Corporate Social Responsibility: Case Study of
SodaStream 3
of a sustainable means as well as observed fairness and friendly (Sodhi 2015). The organization,
therefore in the attempt to use a sustainable mechanism opted to the use of machines that would
allow their customers to make their carbonated sodas at their convenience and taste.
This mechanism helped the organization to t gain more sales over the years as this was
environmentally friendly and would allow consumers to make what they deem healthy.
Moreover, through this strategy, the organization was able to avoid excess production of none
renewable bottles into the environment, thus eliminating lugging heavy soda bottles by
consumers. In the same sustainable way, the organization came up with a mechanism whereby
customers would send back used bottle back to the company for reuse (Ronen 2015). The
organization also used various retail outlets such as Walmart to stick its products and to offer
exchange services to multiple customers with depleted carbon dioxide cartridges.
In relation to consumer ethics, the company came up with a health observation
mechanism where their flavored sodas have limited sugar and others even sugar-free. This
strategy was linked directly to sustainability and corporate social responsibility. With this type
of care, the organization focused their marketing slogans and ads towards being a sustainable
company thus climbing to the top of the ladder, and by 2013 the company had reached $563
sales annually (Marshall 2016). The organization also employed people from various social
backgrounds as a way of elevating peace within the operating countries, which is also part of
CSR. The adverts were focused on the good doings of the company, which help so much in
building the brand.