Foundations of Business Communication

This document discusses the foundations of business communication and the sustainable approach to business strategy and management. It explores different approaches to CSR (Corporate Social Responsibility) for micro, SME, and corporation businesses and examines the similarities and differences between them. The document also provides insights on how to measure success in CSR strategies.

Foundations of
Business
Communication2

PART 1.....................................................................................................................................................3
Introduction..........................................................................................................................................3
Sustainable approach to business strategy and management...............................................................3
Different approaches to CSR of Micro, SME and corporation business are they similar? Are there
differences and how can measure success in their CSR strategies......................................................3
Conclusion............................................................................................................................................3
PART 2.....................................................................................................................................................3
Introduction..........................................................................................................................................3
Reflection on skills development.........................................................................................................3
Conclusion............................................................................................................................................3
REFERENCES.........................................................................................................................................3

PART 1
Introduction
Business strategy is combination of all the decision taken as well as actions which performed
by business for accomplishing their goals and also for securing competitive position within market
area. In simple term it can be said that, business strategy is backbone of business as it is roadmap that
leads to desired goals (Evans and et. al., 2017). Moreover, it is important for company to manage their
business strategy because without proper strategy it will be difficult to accomplish objectives. In this
report will going to discuss sustainable approach to business strategy and management. Apart from
this, CSR (corporate Social Responsibility) is self regulatory model which assist an organisation in
socially accountable to itself, its stakeholders as well as public. CSR is important for both company as
well as its stakeholders. CSR approaches of Micro, SME and Corporate business will going to discuss
in report and similarities as well as difference between them will identify. Along with this, way for
measuring success of corporate social responsibility strategy.
Sustainable approach to business strategy and management
Business strategy can be understood as course of action as well as set of decision that provide
assistance to entrepreneurs in accomplishment of particular business objectives. In simple term it can
be said that, business strategy is master plan which management of business firm implement in their
working to securing their competitive position within market area. Along with this, business strategy
will also assist in carrying its operations, please customers and accomplishing desired end of business
firm (Bocken, Rana and Short, 2016). Moreover, for an organisation business strategy is their long
range sketch of desired image, direction as well as destination of company. It is scheme of corporate
intent as well as action that are carefully planned and flexibly designed with several purpose such as
accomplishing effectiveness, mobilising resources, securing an advantageous position, meeting
challenges and threats, gaining command over situation and many more.
In addition to this, business strategy is set of competition moves as well as action which an
organisation use for attracting customers, strengthening performance, competing successfully and
accomplishing goals of company. In simple term, business strategy is outline that how an organisation
have to carry out their operations for reaching desired ends. Apart from this, sustainable company
determines its activities, products, behaviours and services by detailed understanding related to
environmental as well as social in which they operates (Sousa-Zomer and Miguel, 2018). Sustainable
organisation work within conduct their operations which they already understood and have social
limitations as well as reflects the demand and society needs. Along with this, organisation also makes
sure that impact upon environment and society is either positive or neutral. Sustainable strategy work

as an vehicle for company as it support the transformation to sustainable company from an
unsustainable one. These type of strategy will build pathway which help in supporting as well as
deriving company like going concern over long term. There is requirement of some core elements for
delivering strategy explanation are as follows :-
 Recognising strategic context – It is important for organisation to understand global as well as
local sustainability issues because it could impact on working of company. For management it
is priority issue to accomplish focus.
 A clear sustainability vision – In this picture of organisation long term ambition will design in
relation of relevant environmental, social, economical trends as well as pressures (Sanders and
Wood, 2019).
 Plan for action – Strategy which implemented in organisation contains plans as well as actions
for achieving their ambition.
 Timescales – Here, it is relevant to the trends which identified for material environmental as
well as social issues.
 Communication and reporting - While implementing strategy it is important the
communication and reporting should be clear, meaningful, transparent as well as progress to
internal and external stakeholders.
There are several examples of sustainable business strategy which help organisation in conducting
their operations ethically and result in achieving goals and objectives (Geissdoerfer, Bocken and
Hultink, 2016). Explanation of examples are as follows :-
Pollution Prevention – pollution can be occur within air, water or soil and its prevention is
related to reducing as well as eliminating waste at source. Organisation design pollution prevention
strategy will result in reducing carbon footprint, waste reduction as well as support much broader
objectives in relation of pollution prevention. For instance, modification in production procedure to
emit less waste or emission, use non-toxic or less-toxic substances, reduce packaging, implementing
conservation techniques and so on.
Resource conservation – It is related to practice of using resources like water, raw material as
well as energy in efficient and ethical manner. For example, using energy efficient light bulbs, reduce
scrap material during production. Reducing in using landscape water and many more.
Zero Waste to Landfill – this strategy simply means to eliminate all discharge to landfill. It
means that company is not shipping any waste for treatment at landfill (Geissdoerfer, Vladimirova and
Evans, 2018). In addition to this, Zero waste and Zero waste the landfill can be used by organisation

interchangeably, as zero waste to landfill is component of Zero waste. For instance, Nestle has goals
to reach 100% Zero waste by 2030.
Waste minimization/ waste reduction – It is an method which utilise for achieving zero waste
as per EAP waste minimization is related to utilisation of source reduction as well as environmentally
sound recycling methods prior to disposal of waste, energy recovery, treatment and so on. In addition
to this, zero waste is too ambitious of goals then organisation can start with goal of waste reduction or
minimisation. For instance, Amcor company in January 2018 announced to develop such packaging
which can be recyclable or reused by 2025. They also pledged to enhance use of recycled materials as
well as drive packaging which is more recycling at worldwide level (Stubbs, 2017).
Lean manufacturing – It is systematic method for waste minimisation within manufacturing
system without any sacrificing productivity. Here, waste is related to defects, excess processing,
waiting, inventory, moving, motion, overproduction, non-utilised talent and many more (Belz and
Binder, 2017). Reduction within excess process as well as defects result in substantial impact on
environmental sustainability. For conducting operations in ethical manner without any wastage lean
manufacturing provide assistance.
Thus, within the assistance of sustainable business strategy an organisation can conduct their
operations in effective manner without any negative impact on environment. Along with this, it also
provide assistance in gaining competitive advantages as well as long term sustainability within
business environment.

Different approaches to CSR of Micro, SME and corporation business are they similar? Are there
differences and how can measure success in their CSR strategies
CSR (corporate social responsibility) is efforts of an organisation for improving society are
some manner. Efforts in terms of corporate social responsibility can range from donating funds to
non-profit by implementing environmental friendly policies within workplace . In addition to this,
CSR (corporate Social Responsibility) is self regulatory model which assist an organisation in socially
accountable to itself, its stakeholders as well as public. CSR is important for both company as well as
its stakeholders.CSR impacts employees, companies as well as nonprofits alike. Corporate social
responsibility is not mandated within United State as it is something extra which business firm do for
enhancing their local as well as global communities. In addition to this, social responsibility programs
are also conducting by small and mid size business but their initiatives are not well publicise as large
scale company get. Every business should do more than seek strong profit margins for success, being
social responsible is part of business survival within today’s economy, it is important for company to
take stance on important social issues for building brand on which consumer can trust as well as
respect. There are major four type of corporate social responsibility which organisation conduct and
good for community as well as their own organisation (Four Types of Corporate Social
Responsibility, 2019). Explanation of these corporate social responsibility are as follows :-
 Philanthropic efforts – Within philanthropic efforts large scale organisations are aligned for
instance, Microsoft works closely with the Bill and Melinda Gates foundation to bring
technology for communities at global level. It has been understand by business that its success
need not just continued innovation but they also have to build next generation capabilities for
understanding, using as well as improving technology. In addition to this, even small scale
organisations get advantages from aligning with philanthropic causes. For example, local car
wash company may offer schools a platform to host fundraisers for their sport teams.
Moreover, restaurants have fundraising nights when they are looking for proceeding to local
school or charity. In addition to this, supporting these causes happens result in good marketing
because the community is invited within organisation has good experience as well as see the
organisation in positive manner.
 Environmental conservation – Environmental concerns are making headlines regularly,
whether long term problem such as global climate changes or other local issues like toxic
chemical spill. Companies who are involved in environmental conservation putting their
efforts for minimising problem related to environment by taking major steps like reducing
carbon footprint. In addition to this, most of the corporation get attention because of their
environmental commitments such as General Mills has committed 28% reduction in
greenhouse gas emissions like there is several opportunities small and mid-sized business. All
these efforts together make small but essential contribution for improving improvement. If

each and every organisation will do such type of Corporate Social responsibility then it will
have wide impact on environment in positive manner.
 Company diversity and labour practices – Business leaders has realize that within
organisation it is important to have diversity because it will be beneficial when everyone is
getting along as well as working as an team member. In addition to this, for business firm it is
important to apply labour policies for each and every member even for those also who are
working at highest level within company. Scandals with Harvey Weinstein and Steve Wynn
has shown that no organization is impervious to ramification of sexual harassment. In addition
to this, such movement will result in giving rise to other issues related to diversity within
workplace which require attention as well as consistent action. Moreover, for every business
firm it is essential to review their own diversity policies as well as protocol for addressing any
complaints and violations. It will not good for image of company but also assist in building
positive culture with good morale and high productivity.
 Supporting volunteer efforts – Charities as well as other local communities need help as
companies will involve in community within productive manner will be good for business
firm.
From different type of corporate social responsibilities it has been identified that, it is totally depended
on size of an organisation. Thus, it can be said that according to size of an organisation corporate
social responsibility will be design by them.
Conclusion
After going through entire discussion it has been summarised that, sustainable business
strategy is important for an organisation as it help them in conducting their operations in ethical
manner which is suitable for environment. Sustainable organisation works within conduct their
operations which they already understood and have social limitations as well as reflects the demand
and society needs. Along with this, organisation also makes sure that impact upon environment and
society is either positive or neutral. Sustainable strategy work as an vehicle for company as it support
the transformation to sustainable company from an unsustainable one. Apart from this, every
organisation conduct corporate social responsibility but in which size of organisation matter as every
business form conduct CSR activities that is totally depended on their size.
PART 2
Reflection on skills development
It is important for individual person to develop several skills within them which can be
personal as well as professional. All these provide assistance to individual person in conducting their

daily basis activities in more effective manner. When it comes to professional level there is
requirement of employability skills within individual as it will help them in taking better future
opportunities. Employability skills can be described as transferable skills which are required by
individual for becoming employable. Along with this, for becoming employable there is requirement
of good technical understanding, subject knowledge as well as employers also outline some set of
skills which they needed within candidate or employee. In addition to this, employability is depended
on individual knowledge, attitude, skills and how candidate will present these in front of employers
for becoming employee. Thus, in simple term it can be said that, for becoming employee and getting
better future opportunities there is requirement of employability skills.
I also need to develop several skills within me for getting better career opportunities for doing
reflection on development of employability skills VARK model will be use (Husmann and
O'Loughlin, 2019). Respective model was developed in 1987 and its developer was Neil Fleming.
Here, VARK stands for visual, Aural, Read and Kinesthetic learning. There are several employable
skills which I want to develop for getting better career opportunities such as communication, Problem
solving, time management, working with other and ICT. All these skills help me in performing my job
role in more effective manner and result in accomplishing my professional goals. Reflection on these
skills by using VARK model are as follows :-
 Visual – In this skills will be learn by me through using several visual tools such as images,
graphs, symbols and many other different style (Medina, García and Olguín, 2018). I have to
develop several skills such as communication skills which include both written and verbal so
for development by visual method I have to see presentation, group discussions and so on.
Through these methods my communication skills will get enhance in more effective manner.
In addition to this, for problem solving skills I will see several videos of different leaders
which help me in handling situations in more effective manner. Moreover, Working with other
is like team as for this there is requirement of playing management games which are related to
team working as it will help I developing team working skills in effective manner. By allotting
specific time for each activity i can develop my time management skills also which help me in
conducting my daily activity in effective manner without any delay. Apart from this, For ICT
skills development I have to go through several online tutorial classes. Thus, through visual
techniques I will be able to develop my employability skills in effective manner.
 Aural – For communication skills development it is important for me to take participation in
presentation and group discussion because it will help me in enhancing my verbal
communication skills (Retrosi, Morris and McGavock, 2019). Whereas, for written
communication I have to start taking participation in more and more writing things which will
give positive impact on my writing skills as it will be able to communicate through written

method in appropriate manner. Along with this, for enhancing time management skills I first
have to start managing my daily basis activities in appropriate manner by setting their time.
Thus, it will help me in enhancing my time management skills. Apart from this, another skill
which I want to develop is problem solving skills for which i have to create scenario and then
take decision related to them so it will help me in development of my problem solving skills.
Although, for developing ICT skills their is requirement of only taking classes because it is
technical skills which cannot developed by proper sessions.
 Read – it is also one of the best methods for development of skills related to employability
(Dutsinma and et. al., 2018). By reading several things I will be able to develop
communication skills, problem solving, ICT, time management and working with others.
Through reading and writing I will be able to develop my communication skills because
reading will help me in enhancing my oral communication as well as writing will result in
developing written communication skills. In employability skills both written and oral
communication play important role as it is important for me to develop both skills and
effective manner. Along with this for time management skills it is important for me to design
my daily basis schedules which require time duration for completing activities at it will help
me in manage my time in effective manner and completion date today target in appropriate
way within required duration. Moreover, working with other people is also a skill which needs
to be development as it is team-working skill which can be developed so reading stories
related to teamwork and different leadership approach and how they manage in working with a
team. In addition to this, ICT requires reading commands which used for working on
Microsoft as bi reading I will be able to learn each and every command which help me in
completing my Microsoft to word or excel work.
 Kinesthetic – Communication skills require practical work because it will be most effective
way through which i can develop my communication skills. Thus, it is important for me to
take participation in presentations, group discussions and interact with people as much as
possible. Because it will help me in developing my communication skills in more effective
manner. Moreover, working with other people in not easy so i have to learn this skills by some
role play acts in team because through such practices I will able to learn how work with other
people in effective manner. Furthermore, ICT skills is related to use of Microsoft tools for
which I need to take coaching as it will help me in doing work in effective manner and also by
consuming less time. In addition to this, while working in business environment several
problems my rise which need to be handle in effective manner so for developing problem
solving skills I have to handle my daily problems in effective manner.

Thus, with the assistance of such practices I will be able to develop my employability skills i.e.,
communication, working with others, problem solving, ICT and time management. All these will play
important role in performing responsibilities related to job. By performing daily basis activities in the
same manner as discussed above through VARK model I will be able to enhance my skills as well as
knowledge is appropriate way. There are several activities which discussed through respective model
and it will help me in effective manner as i will be able to learn skills in more appropriate manner.
These skills are more important for me as these will help in gaining better career opportunities as well
as also assist me in performing my job role in more appropriate manner.

REFERENCES
Books and Journals
Evans, S. and et. al., 2017. Business model innovation for sustainability: Towards a unified
perspective for creation of sustainable business models. Business Strategy and the
Environment. 26(5). pp.597-608.
Bocken, N., Rana, P. and Short, S., 2016. Using the value mapping tool for sustainable business
thinking. Sustainable Design and Manufacturing 2014 Part 1, p.333.
Sousa-Zomer, T. T. and Miguel, P. A. C., 2018. Sustainable business models as an innovation strategy
in the water sector: An empirical investigation of a sustainable product-service system. Journal
of Cleaner Production, 171, pp.S119-S129.
Sanders, N. R. and Wood, J. D., 2019. Foundations of sustainable business: Theory, function, and
strategy. John Wiley & Sons Incorporated.
Geissdoerfer, M., Bocken, N. M. and Hultink, E. J., 2016. Design thinking to enhance the sustainable
business modelling process–A workshop based on a value mapping process. Journal of Cleaner
Production, 135, pp.1218-1232.
Belz, F. M. and Binder, J. K., 2017. Sustainable entrepreneurship: A convergent process
model. Business Strategy and the Environment. 26(1). pp.1-17.
Geissdoerfer, M., Vladimirova, D. and Evans, S., 2018. Sustainable business model innovation: A
review. Journal of cleaner production. 198. pp.401-416.
Stubbs, W., 2017. Sustainable entrepreneurship and B corps. Business Strategy and the
Environment. 26(3). pp.331-344.
Husmann, P. R. and O'Loughlin, V. D., 2019. Another nail in the coffin for learning styles?
Disparities among undergraduate anatomy students’ study strategies, class performance, and
reported VARK learning styles. Anatomical sciences education. 12(1). pp.6-19.
Medina, A. M., García, F. J. C. and Olguín, J. A. M., 2018. Planning and allocation of digital learning
objects with augmented reality to higher education students according to the VARK
model. IJIMAI, 5(2), pp.53-57.
Retrosi, G., Morris, M. and McGavock, J., 2019. Does personal learning style predict the ability to
learn laparoscopic surgery? A pilot study. Journal of Laparoendoscopic & Advanced Surgical
Techniques, 29(1), pp.98-102.
Dutsinma, F. L. and et. al., 2018, November. Identifying Child Learning Style by Using Human
Physiological Response and VARK Model. In 2018 Global Wireless Summit (GWS) (pp. 304-
308). IEEE.
CSR
Crane, A., Matten, D. and Spence, L. eds., 2019. Corporate social responsibility: Readings and cases
in a global context. Routledge.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make corporate
social responsibility work for your business. Routledge.

Lins, K. V., Servaes, H. and Tamayo, A., 2017. Social capital, trust, and firm performance: The value
of corporate social responsibility during the financial crisis. The Journal of Finance, 72(4),
pp.1785-1824.
Wang, H. and et. al., 2016. Corporate social responsibility: An overview and new research directions:
Thematic issue on corporate social responsibility.
Schrempf-Stirling, J., Palazzo, G. and Phillips, R. A., 2016. Historic corporate social
responsibility. Academy of Management Review. 41(4). pp.700-719.
Jamali, D. and Karam, C., 2018. Corporate social responsibility in developing countries as an
emerging field of study. International Journal of Management Reviews. 20(1). pp.32-61.
Online
Four Types of Corporate Social Responsibility, 2019.[Online].Available through<
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