Corporate Social Responsibility and Sustainable Approach

The assignment discusses the significance of corporate social responsibility (CSR) in business operations, highlighting how CSR helps organizations improve their brand image and operate sustainably. It also explores how CSR approaches differ among micro, small medium enterprise, and corporate businesses. Additionally, it introduces Belbin's theory of management, which emphasizes the importance of team members in conducting research projects effectively.

Foundation of
Business
Communication

Table of Contents
INTRODUCTION..............................................................................................................3
PART 1.............................................................................................................................3
INTRODUCTION..............................................................................................................3
Sustainable approaches to business strategy and management ............................3
Different approaches to CSR of micro, small and corporate businesses.................5
REFERENCES.................................................................................................................8
Books&Journals ......................................................................................................8
PART 2.............................................................................................................................9
CONCLUSION............................................................................................................... 12
REFERENCES...............................................................................................................14
Books&Journals.....................................................................................................14

INTRODUCTION
Business communication is a process of sharing information between people within a
business entity in order to maximise their profitability (Mai and Hoffmann, 2014). It also helps a
business entity in promoting their products and services in a business market, which eventually
leads in achieving their aims and objectives. In this present report, the chosen organisation here
is Coca-cola which is the largest soft drink manufacturing company of United States. In this
report, sustainable approaches to business strategy and management, different approaches of
corporate social responsibility for micro, small and corporate business has been discussed. In
addition to this, evidences of key skill development have also been discussed . Along with this,
Smart action plan and belibin's team theory is also explained in order to measure and develop
key skills in specific period of time.
PART 1
INTRODUCTION
Sustainable approach is a development approach that help business entities in operating
their business operations in ethical and sustainable manner. In this section of report various
sustainable approached to business strategy and management is discussed. In addition to this,
analysis of sustainable approached has also been covered.
Sustainable approaches to business strategy and management
Sustainable approach is a systematic approach of growth and development and also to
help business entities in operating their business activities without effecting environmental
factors (Gibson and Sodeman, 2014). In this context, the chosen organisation Coco-cola is
already using various sustainable approaches in order to achieve their societal aims and
objectives. The main aim behind sustainability approach of Coco-cola is to ensure health and
wellness of their potential customer and also to use environmental resources effectively. This
will helps them in using natural resources effectively and efficiently in a business market. The
sustainable approaches used by Coco-cola are stated below as:
(a) Sustainable packaging
In this context, the chosen organisation Coco-cola is focusing on innovative packaging in
order to operate their business activities in ethical and sustainable manner. For this, company is
using returnable glass bottles, aluminium cans and tetra packs in order to operate their business

activities without affecting environmental resources. This will also helps them in gaining
competitive advantage in a business environment.
(b) Water stewardship
Coco-cola is continuously making initiative in ensuring water quality as they are dealing
in beverage industry in which water availability play an crucial role. In this regard, the chosen
organisation is focusing on reusing storm water and waste water in order to prevent pollution.
This will also helps them in establishing sustainable business at an global, which eventually
increase their customer reach.
(c) Less sugar
The taste and preferences of people is continuously changing as people are focusing
more on taking healthy products (Schwartz, 2017). In this regard, the chosen organisation has
already launched its new product i.e. coke zero, which has less sugar in order to provide more
natural ingredients to their potential customers. This will help a business organisation in
achieving customer satisfaction at an global level.
(d) Alternative energy
In this context, the chosen organisation is using alternative sources of energy like
biofuels, natural gas, geothermal power with a motive to operate their business activities in an
ethical and sustainable way. This will helps a business entity in operating their business
activities without effecting environmental resources.
(e) Climate change
Climate changes plays a vital role in effecting overall performance of a business entity.
The concentration of green house gases and carbon dioxide leads in creating water scarcity and
also in harming water quality, which eventually effects productivity of a beverage industry. This
will also effects agricultural sectors that eventually leads in effecting key ingredients used by
Coco-cola in manufacturing their products. In this context, the chosen organisation in reducing
use of green house gases and is also planning to use renewable electricity in manufacturing
their products. This sustainable approach will help the chosen organisation in achieving their
environmental aims and objectives.
(f) Employee engagement
Employee engagement plays a vital role in success or failure of a business entity. In this
regard, it is essential for human resource department of a business entity to integrate
sustainability into company's culture.
For instance, The human resource department of ROLI(Small medium enterprise) is hiring
practises and training in order to improve their employee well-being.

(g) Environmental protection
In this regard, it is essential for business entities to manufacture their products and
services without effecting environmental resources. This will help them in operating their
business operations in sustainable manner.
For instance: Nomtex (Micro organisation) is using renewable energy technology in order to
manufacture its products.
So, as per the above mentioned report, the chosen organisation is already using various
sustainable approaches like water stewardship, climate change, alternative energy and many
more in order to operate their business activities in ethical and sustainable manner. This will
helps in retaining their profitability for a longer duration.
Different approaches to CSR of micro, small and corporate businesses
Corporate social responsibility refers to how business entities operate their business
operation in order to achieve societal aims and objectives. It will help a business entity in
conducting their business operations ethically (Tai and Chuang, 2014). It will also help a
business organisation in achieving both environmental and social objectives, which eventually
leads in gaining competitive advantage in a business market. There are various general
approaches to corporate social responsibility, which are discussed below as:
Corporate social responsibility approach of MICRO organisation
A micro organisation is defined as a small business employing nine people or fewer
employees and have less turnover rate. In this context, most of the micro organisations
operates their business activities with defensive approach of corporate social responsibility. In
defensive approach of CSR, organisations focuses less on societal aims and objectives and
they always considers about interest of their stakeholders.
For instance: Nomtex is a micro organisation, who is using defensive approach of corporate
social responsibility in order to manage their business operations. Their main motive is to
maximise their profitability rather than achieving societal aims and objectives. They considers
interest of their stakeholders at first place and always ensures that their employees should
behave legally.
Corporate social responsibility of Small medium enterprise
Small medium enterprises are non-subsidiary and independent firm, which employ fewer
that 250 employees. In this regard, small medium enterprises follows accommodative approach
of corporate social responsibility (Ni and Van Wart, 2015). In this approach, organisations have
moderate commitment towards societal aims and objectives. The small medium enterprises run

their business with a motive to maximise their profitability as well as to achieve societal aims
and objectives.
For instance: ROLI is a small medium enterprise, who is using accommodative approach of
corporate social responsibility. They always provide opportunities to aspiring musicians and also
organises music sessions in various schools in order to satisfy corporate social responsibility.
They also use organisational resources with a motive to promote interest to all stakeholders and
they also operate their business operations in accordance with the legal laws and legislations.
Corporate social responsibility of corporate businesses
Corporate businesses operates their business operations at an global level as compared
to other forms of business organisations. In this context, most of the corporate businesses uses
proactive approach of corporate social responsibility. In this approach, organisations have
strong commitment towards corporate social responsibilities and they always takes time to
satisfy needs of their stakeholders.
For instance: Coco-cola is a corporate business, who is using proactive approach of corporate
social responsibility as they are using many initiatives like sustainable packaging, water
stewardship, alternative source of energy in order to manufacture their products and services
without effecting environmental resources. They are recycling waste materials in order to
achieve their environmental aims and objectives. Along with this, they are also using glass
bottles and aluminium cans in order to improve their brand image as they are managing their
business operations without effecting environmental resources.
The productivity and profitability of a business organisation depends upon its nature,
size and scope. In this context, there are three types business organisations i.e. micro, small
medium enterprise and corporate businesses. Micro organisations are established with a motive
to maximise their profitability and they have minimal commitment towards corporate social
responsibility. Micro organisations follows defensive approach of corporate social responsibility
in order to manage their business operations. On the other hand, small medium enterprises
follows accommodative approach of corporate social responsibility and they operate their
business operations with a motive to maximise their profitability and to achieve their social aims
and objectives. Whereas, corporate business operates its business operations with proactive
approach of corporate social responsibility. They focuses more on operating their business
activities without effecting environmental resources in order to improve their brand image in a
competitive business environment. They also motive their workforce to behave legally, which
helps them in making their workforce effective and efficient.

Along with the differences, there are also similarities in corporate social responsibility
approaches followed by micro, small and corporate businesses. The major similarity is that
every organisation is trying to operate their business operations without effecting environmental
resources. Along with this, they are also following federal rules and legislations in order to run
their business in an ethical manner.
So, from the above mentioned report, it has been analysed that corporate social
responsibility plays a vital role in achieving organisation goals and objectives. It also helps them
in increasing their profitability and productivity in a dynamic business environment.

REFERENCES
Books&Journals
Paritosh and et. al., 2017. Food waste to energy: an overview of sustainable approaches for
food waste management and nutrient recycling. BioMed Research International, 2017.
Ghai, D. and Vivian, J. M., 2014. Grassroots environmental action: people's participation in
sustainable development. Routledge.
Disterheft and et. al., 2015. Sustainable universities–a study of critical success factors for
participatory approaches. Journal of Cleaner Production. 106. pp.11-21.
Schwartz, M. S., 2017. Corporate social responsibility. Routledge.
Tai, F. M. and Chuang, S. H., 2014. Corporate social responsibility. Ibusiness. 6(03). p.117.

PART 2
In this context, I will need to develop my communication skills as I am not able to interact
with other peoples at the time of meetings. In addition to this, I will also need to improve my
numeracy and team building skills because I faces difficulties in using statistics at the time of my
presentation. For these improvements I have chose smart action plan, which is discussed below
as:
Smart action plan
The smart action plan provides sense of direction to an individual in achieving their
specific goals and objectives. As per the smart action plan, there are five characteristics i.e.
specific, measurable, attainable, relevant and time based. In this context, it will help an
individual in achieving their business aims and objectives in an efficient manner.
Goals Specific Measure Achieve Relevancy Target time
Communic
ation (both
verbal and
written)
I want to
develop
my
communic
ation
skills .
In this
assignment, I
will measure
my
communication
skills both
verbal and
written as I will
conduct my
research on
different
corporate
social
responsibilities
approaches.
Here, I will
improve my
communicatio
n skills by
communicatin
g with my
team
members and
organising
meetings on
various
sustainable
approaches
that are
helpful for a
business
entity.
This will help
me in
interacting
with my
colleagues.
I will improve
my
communicatio
n skills within
4 days of
starting week.
Numeracy Under this,
I want to
As I am not
that good in
I will improve
my numeracy
This will help
me in using
I will improve
my numeracy

improve
my
numeracy
skills.
collecting
information
using
appropriate
numeracy
techniques. So
I will also
measure my
numeracy skills
in order to
conduct
research in an
appropriate
manner.
skills by
appropriate
use of
statistics and
by presenting
information on
seminars and
conferences
in order to get
appropriate
feedback.
statistics data
in my
presentation.
skills in 3 days
of week, this
will also help
me in
conducting my
research in an
appropriate
manner.
Team
building
skill
I want to
develop m
y team
building
skills.
In this
research, I will
measure my
team building
skills by co-
ordinating with
my team
members in
order to
conduct my
research.
Here, I will
improve my
team building
skills by
taking
suggestion
from my team
members
regarding the
research.
This will help
me in creating
positive and
healthy
relationship
with my team
members.
I will improve
my team
building skills
within 2 days
of week.
Belbin team model of management
Belbin team model of management helps me in understanding my role in a team and
also in developing my strength, which will helps in conducting my research activities effectively
and efficiently. This model of management will also help me in creating a more balanced team
and also in evaluating my weaknesses. In this context, this management model will help me in
coordinating with my team members at the time of conducting my research. The Belbin team
roles are discussed below as:

(a) Implementer
In a competitive business environment, it is essential for a business organisation to be
disciplined, which helps them in achieving their goals and objectives. In this context, this model
will help me in turning ideas into practical actions that helps me in conducting research in an
appropriate manner. This will also help me in get the job done in a specific time frame.
(b) Shaper
The shaper is a person who motivates a team to keep moving towards their goals and
objectives in a competitive business environment. In this context, it will help me in overcoming
obstacles and also to be challenging and dynamic in order to conduct my research activities
effectively and efficiently. This also helps me in conducting my research activities in accordance
with the goals and objectives.
(c) Finisher
A finisher is a person who see that project is completed thoroughly and they pay
attention to every details in order to eradicate errors arises in their products. In this regard, this
will help me in searching out errors in my research project, which will helps me in completing my
research in an appropriate manner.
(d) Coordinator
The coordinator is a person who motivate its team members in order to achieve their
specific aims and objectives. In this context, it will help me in recognising the importance of
each team member in my research project. It also helps me in utilising skills of my team
members in conducting my research activities effectively and efficiently. It also helps me in
clarifying goals and objectives to my team members, which will help me in gaining effective
outcomes from my team members.
(e) Team worker
A team worker is a person who helps the team members in working effectively on their
research project. In this context, it will help me in building healthy and positive relationship with
my team members, which eventually leads in completing my research project in appropriate
manner. It also helps me in developing my co-operative skills and in listening to ideas of my
team members. It will help me in creating a positive atmosphere among my team members,
which will leads them in performing their task effectively and efficiently.
(f) Resource investigator
A resource investigator is a person who explore available options for a business
organisation in order to improve their overall performance. In this context, it will help me in
utilising available resources which are essential for conducting my research effectively and

efficiently. It will also help me in developing and maintaining my contacts in order to collect
relevant information. This will help me in increasing my enthusiasm, which eventually leads in
motivating my team members towards their specific goals and objectives in a business
environment.
(g) Plant
A plant helps a person to be highly creative and innovative in terms of operating its
business activities in an appropriate manner. In this regard, it will help me in solving conflicts
arises among my team members, which leads in completing my research project in a specific
time frame. This will also help me to formulate strategies, which will makes it easier for my team
members to perform their assigned task.
(h) Monitor
A monitor is a person who analyse ideas of its team members, which helps them in
completing their research project in an appropriate manner. In this context, it will help me in
identifying pros and cons of various ideas in order to make effective decision related to the
research project. As an monitor, it is my responsibility to manage my team effectively in order to
achieve my research aims and objectives.
(I) Specialist
A specialist is a person who have specialised knowledge, which is essential to complete
the assigned task in an appropriate manner. In this context, it will help me in using my skills and
abilities in order to complete my research project in a limited time frame. This will also help me
in advising my team members in order to improve their specific skills and knowledge in
collecting relevant information for the research project.
As per the above mentioned Belbin's model, there are three roles i.e. action oriented,
people oriented, thought oriented, which will help me in gaining positive outcomes from my team
members. This will also help me in developing my particular skills and knowledge, which leads
in conducting my research activities effectively and efficiently. It will also help me in identifying
my potential strengths and also to take measures in order to overcome from my weaknesses.
CONCLUSION
From the above mentioned report, it has been concluded that sustainable approached
will helps a business organisation in improving their brand image in a business market. Along
with this, corporate social responsibilities help a business organisation in operating their
business activities in an ethical and sustainable manner. In addition to this, corporate social
responsibilities differs from organisation to organisation as micro organisation uses defensive
approach, small medium enterprises uses accommodative approach and corporate businesses

uses proactive approach of corporate social responsibility. On the other hand, Belbin's theory of
management helps me in knowing importance of team members, which helped in conducting
my research project in an appropriate manner.

REFERENCES
Books&Journals
Mai, R. and Hoffmann, S., 2014. Accents in business communication: An integrative model and
propositions for future research. Journal of consumer psychology. 24(1). pp.137-158.
Gibson, L. A. and Sodeman, W. A., 2014. Millennials and technology: Addressing the
communication gap in education and practice. Organization Development
Journal. 32(4). pp.63-75.
Schwartz, M.S., 2017. Corporate social responsibility. Routledge.
Tai, F. M. and Chuang, S. H., 2014. Corporate social responsibility. Ibusiness. 6(03). p.117.
Ni, A. and Van Wart, M., 2015. Corporate Social Responsibility: Doing Well and Doing Good.
In Building Business-Government Relations (pp. 175-196). Routledge.