Exploring the Relationship between Corporate Social Responsibility and Brand Fit

The provided content appears to be a collection of academic articles and books on the topic of corporate social responsibility (CSR). The articles explore various aspects of CSR, including its impact on firm value, customer orientation, job performance, and brand loyalty. The authors also discuss methodologies for investigating intellectual capital disclosure, conducting neuro-ISR research, and applying qualitative research methods. Overall, the content provides insights into the effects of CSR programs on brands, customers, and employees.

MANAGING SUCCESFUL
BUSINESS

Table of Contents
Task 1..........................................................................................................................................3
P1 ...........................................................................................................................................3
P2 ...........................................................................................................................................4
P3................................................................................................................................................4
Task 2..........................................................................................................................................5
P4 ...........................................................................................................................................5
Task 3........................................................................................................................................14
P5..........................................................................................................................................14
P6..........................................................................................................................................17
Task 4........................................................................................................................................18
P7 .........................................................................................................................................18
References.................................................................................................................................19

Title: Importance of implementation CSR activities for gaining competitive advantage and for
building brand image- A study of Marine court Hotel
Task 1
P1
Background of study:
Corporate social responsibility activities are those activities which allow organization
to take some responsibility and put some effort for the welfare of society and community.
There are some responsibility of organization for its surrounding environment and for welfare
of community. Further there are different social corporate responsibility which company can
intiitae such as society welfare, charity and welfare of employees , women empowerment
environment protection(Korschun, Bhattacharya and Swain, 2014). There are lots of wastage
which produces form the industry and its pollute the environment and society. So marine
company need to take some steps for imitating on of the Corporate social responsibility so
that it can keep the surrounding environment neat and clean. However, this also benefit the
Marine court hotel if they take participate in CSR activities then it helps them in
building the image of brand in hotel in market. The present research is conducted so that
Marine court Hotel facing problem regarding implementation of CSR activities can be
identified. Further, step which company can take for making environment pollutant free and
gain competitive advantage. There are different method which researcher used for identifying
the importance of CSR activities for the organization in order to create good image of brand.
Aims and objectives:
Aims:
Aim: To analyze the importance of implementation of CSR activities in order to gain
competitive advantage and for building brand image- A study of Marine hotel
objectives:
 To understand the importance of implementation of CSR activities
 To identify the relationship between implementation of CSR activities in order to gain
competitive advantage and for building brand image
 To recommanded different CSR activities which help organization in gaining
competitive advantage and improving brand image in market.
Questions

 What is the the importance of implementation of CSR activities
 Explain the relationship between implementation of CSR activities in order to gain
competitive advantage and for building brand image
 Recommanded different CSR activities which help organization in gaining
competitive advantage and improving brand image in market.
P2
Project management plan
Task Name Duration Start Finish Predecessors
Research project 92 days 03/28/17 Thu 7/6/17
research Tile 22 days Mon 2/27/17 Thu 3/30/17
breakthrough the research title 8 days Mon 2/27/17 Fri 3/10/17
devising predicament argument 4 days Mon 3/13/17 Mon 3/20/17 4
frame performance 6 days Tue 3/21/17 Thu 3/30/17 5
carrying out 59 days Fri 3/31/17 Fri 6/23/17
conducting out literature review 14 days Fri 3/31/17 Fri 4/21/17 6
Deciding research methodologies 16 days Mon 4/24/17 Wed 5/17/17 8
working out of the costs 5 days Thu 5/18/17 Fri 5/26/17 9
Information analysis and
representation 19 days Mon 5/29/17 Fri 6/23/17 9
Judgement of result and outcomes 9 days Mon 5/29/17 Mon 6/12/17 10
Project ended 16 days Tue 6/13/17 Thu 7/6/17
signifying conclusion and
recommendations 7 days Tue 6/13/17 Fri 6/23/17 12
appropriate corroboration of
results 5 days Mon 6/26/17 Tue 7/4/17 13
Day of submission 1 days Wed 7/5/17 Thu 7/6/17 14
P3
Gantt chart

Task 2
P4
Data analysis
Name
Age
Gender
1.) How you are aware of CSR as a terminology.
 Yes
 No
2.) Is their any relationship between CSR and image of Marine Court hotel?
Yes
no
3.) In which type of CSR activities are you engaged of Marine court hotel ?
 Selecting recycling
 Blood donation
 Volunteer for community support
 donation to support social problem

4.) What is the criteria support in building an image of brand in market?
 Employee involve in social and environmental problems
 Respect the right of employees
 Safe and healthy work environment
 No discrimination in employment
5.) Would you like to get involved in volunteering or fundraising activities through the Marine
Court hotel
 Yes
 No
 Not sure
6.) Is their any scheme should be in your organization in which employees can donate chosen
amount every month from their salary.
Yes
no
Not sure
7.)Are you satisfied with training session provided by Marine Court Hotel to you?
 Highly satisfied
 Satisfied
 Neutral
 Highly dissatisfied
 Dissatisfied
8.) As your opinion which of the problem faced by company at time of initiating corporate
social responsibility?
 Lack of some legislation on CSR
 Lack of knowledge
 Few interest of company
Theme 1:Many respondent are aware of CSR as a terminology.

1.) How you are aware of CSR as a terminology. Frequency
 Yes 15
 No 5
20
Interpretation: Above mentioned chart show that there are 15 respondent who are aware of
CSR as a terminology. On the other hand there are 5 participant who are not aware of CSR as
a terminology. So Marine court need to ensure that it implement the CSR activities and make
all employees aware of its corporate social responsibility plan so that they can participate in
it.
Theme 2: Yes their is relationship between CSR and image of Marine Court hotel
2.) Is their any relationship between CSR and image of Marine Court hotel? Frequency
Yes 17
No 3
20
Yes No
0
2
4
6
8
10
12
14
16 15
5
Column C

Interpretation: Above chart show that there are 17 respondent who state that there is a
relationship between CSR and image of Marine Court hotel. On the other, hand there are 3
participants who state that there is no relationship between CSR and image of Marine Court
hotel. Hence, it show that majority of employee agree that if organization implement CSR
activities then it can improve the image of brand in market. It is so if company adopt CSR
practices then it can win the loyalty of customer and also keep surrounding environment neat
and clean.
Theme 3: Selecting recycling is a type of CSR activities are you engaged of Marine court
hotel.
3.) In which type of CSR activities are you engaged of Marine court hotel ?
Freq
uenc
y
Selecting recycling 7
Blood donation 4
Volunteer for community support 6
donation to support social problem 3
17
3
Yes
no

20
Interpretation: From the above chart it can be stated that there are 7 respondent who state
that selecting recycling is on of the CSR activities are you engaged of Marine court hotel.
On the other hand there are 4 participant who state that blood donation is one of the best
activity while there are 6 employees out of 20 who replied that volunteer for community
support is one of suitable CSR activities which can be used by Marine Court hotel for
engaging its employee. Further, there are 3 participant who state that donation to support
social problem is another CSR activities in which employee can engage of Marine Court
hotel. Hence it show that selecting recycling is one of the best activity in which employee of
hotel like to participate. So firm need to focus on encouraging employee to participate in this
CSR activity.
Theme 4: Employee involve in social and environmental problems is the criteria support
in building an image of brand in market
4.) What is the criteria support in building an image of brand in market?
Employee involve in social and environmental problems 7
Respect the right of employees 5
Safe and healthy work environment 3
No discrimination in employment 5
Selecting recycling
Blood donation
Volunteer for community support
donation to support social problem
0
1
2
3
4
5
6
7
7
4
6
3
Column C

Interpretation: Aforementioned chart show that there are more than 7 employee who are
involved in social and environmental problems for for building an image of brand in market.
Further, there are 5 participants who state that respect of right of employees is one of the best
Criteria While there are 3 respondent who state that safe and health working environment is
one of the best activity for building the image in mark of Marine court hotel. On the other
hand there are 5 participant out of 20 who state that there is no discrimination in employment
is one of the best way for enhancing the image of organization in market. This show that
company to involved its employee in social and environmental problems so that they
company can easily build its image of brand in market. It is one of the best activity which
help organization in achieving success.
Theme 5: Yes, many respondent to get involved in volunteering or fundraising activities
through the Marine Court hotel
5.) Would you like to get involved in volunteering or fundraising activities through
the Marine Court hotel
Yes 15
No 3
Not sure 2
7
5 3
5
Employee involve in social and
environmental problems
Respect the right of employees
Safe and healthy work
environment
No discrimination in
employment

20
Interpretation: From the above chart it can be interpreted that there are 15 respondents who
state that who are involved in volunteering or fundraising activities through the Marine Court
hotel. It shows that employee are more responsible for engaging in CSR activities for welfare
of poop children and society. On the other hand there are 3 participants who are not interested
in involving in volunteering or fundraising activities through the Marine Court hotel. This
show that they have not internet toward the welfare of surrounding environment and society.
Further there are 2 participants who state that they are not sure of
Theme 6: Yes, their should be in scheme in Marine court hotel in which employees can
donate chosen amount every month from their salary.
6.) Is their any scheme should be in your organization in which employees can donate
chosen amount every month from their salary.
Freq
uenc
y
Yes 13
no 5
Not sure 2
20
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20
15
3
2
20
Column C

Interpretation: From the above chart it can be interpreted that there are 13 respondent who
state that there should be a scheme in in Marine court hotel in which employees can donate
chosen amount every month from their salary. On the other hand there are 5 participant who
state that their should be not any scheme in which in Marine court hotel in which employees
can donate chosen amount every month from their salary. Further there are 2 employee out of
20 who state that there are not sure for implantation of Scheme. Hence it show that company
need to make adopt such scheme so that employee can participate in different CSR activity
Along with this if employee can give some amount for charity purpose then it help
organization in building a good image of brand in market and to gain competitive advantage.
Theme 7: Many respondent are highly dissatisfied with training session provided by
Marine Court Hotel to you
7.)Are you satisfied with training session provided by Marine Court Hotel to you?
Freq
uenc
y
Highly satisfied 3
Satisfied 2
Neutral 1
Highly dissatisfied 9
13
5
2
Yes
no
Not sure

Dissatisfied 5
20
Interpretation: From the above chart it can be analysed that there are 14 employee who are not
satisfied with the CSR training session provided to its employee for making aware about the
CSR activities. On the other hand there are 5 participant who are agree with the training
session provided to employee for increasing the awareness of the CSR activities. While there
are only 1 employees out of 20 who is not agreed or disagree with the trainings sessions.
Hence, it show that company need to make improvement in its training session in order to
make its employee more aware of corporate social responsibility
Theme 8: Lack of some legislation on CSR is the problem faced by Marine court hotel at
time of initiating corporate social responsibility.
8.)
Lack of some legislation on CSR 8
Lack of knowledge 5
Few interest of company 7
20
3
2
1
9
Highly satisfied
Satisfied
Neutral
Highly dissatisfied

Interpretation: From the above chart it can be interpreted that there are 8 respondent who state
that due to lack of legislation on CSR Marine court hotel is facing issues while their rare 5
who state that due to lack of knowledge marine court hotel face issues. On the other hand
there are 7 who state that company is facing issues due to lack of interest of company. This
shoe that company need to follow all the legislation which are made on CSR.
Task 3
P5
Research methodology
Introduction
Research methodology is known as one of the important research method for different
type of study which is conducted by researcher (Mackey and Gass, 2015). Methods which
will be discuss below play important role in gathering the information which assist Marine
court hotel in identifying the significance of implementation of CSR acclivities in order to
gain competitive advantage and for improving the brand image. Therefore, it is consider as
one of the important chapter which assist researcher in finding out the research problem and
to come up with valid outcomes for accomplishing the study.
Research philosophy: Research philosophy is taken into account as belief of
researcher in concern to the way information will be collected and analyses(Taylor, Bogdan
and DeVault, 2015). It also supports scholar to investigate the sources which help in deep
Lack of some legislation on CSR
Lack of knowledge
Few interest of company
0
1
2
3
4
5
6
7
8
8
5
7 Column C

understanding of nature of the study. Therefore, whichever technique selected by the
researcher will impact the result, so scholar required to select to choose appropriate
philosophy for depth investigation. There are two type of research philosophy that is
positivism and interpretivsm. In a positivism research, scholar focus on measuring the
objectives of the research. It also focus on covering the false face from the given research
titles. This research philosophy carry out in structural way and it help in collecting only
important information for observations. On the other hand in interpretivism philosophy it
focus on the subjective part and include different theory and models for conducted study,
further in this philosophy researcher involved human being because it is important to rely
upon researcher interprets. Thus, result arrive from this philosophy is realistic and provide
important information in relation to research question. In the present research, scholar used
interpretivm philosophy in order to attain aims and objectives.
Research designs: Research design is a technique which allow researcher to carry out
its study in logical ways. Further, it also enables researcher to address the research problem
effectively and efficiently. Research design assist in making outline in respect to a way the
research can be taken into place. There are different type of research design such as
experimental, exploratory, and descriptive (Tarone, Gass. and Cohen, 2013.). Descriptive
research design is considered as theoretical analysis which is useful for the scholar to carrying
out research which is based on theory. Moreover, this design help in outlining the current
problem which help in making clear the situation more effectively.
Exploratory research design which is another method in which scholar explore the different
questions and then it reaches to the finding of problem on which study is conducted by
researcher. In the present report researcher used descriptive research design for gathering
important factual information and describe the present process(Riedl, Davis and Hevner,
2014.). This help in identifying the significance of implementation of CSR acclivities in
order to gain competitive advantage and for improving the brand image
Data collection method: Data collection method is very important method in whole
research study. In this research study, scholar used different method for collecting the data
that is primary and secondary. In primary data collection method researcher collect new and
fresh information which not still published by any authors. On the other hand in secondary
information researcher used to collected information which was already published in books,

journals and on Internet (Riedl, Davis and Hevner, 2014.). In the present report scholar used
primary method for collecting the data and information. Further for gathering the primary
information researcher used to survey method which is best way for collecting the
information in respect to importance of CSR activities for the Marine court hotel in making a
good reputation in market. At the time of preparing survey researcher aim to develop a well
structure questionnaire in which it makes both open and close ended questions. Questions
which are farmed are based on research objective, in order to get outcome on which study is
conducted.
Sampling: It is very important because in help researcher in collecting information
from target population and from the whole universe. For this purpose selected information is
very important for carrying out whole research in effective manner. For collecting a new
information researcher need to select sample from whole universe(Taylor, Bogdan and
DeVault, 2015). This study focus on taking out information for identifying the importance of
CSR activities in order to gain competitive advantage and improve brand image. Here, sample
of 20 employees has been selected who give respond for their questions. Hence, it main aim
of scholar to investigate both opportunities and challenges faced by employee at the time of
implementing the CSR activities (Dumay and Cai, 2015.).. The main reason behind selecting
the employees is that it help in getting information which they are facing in implementing the
CSR. Therefore Random sampling method is used for selecting the employee because this
help in giving equal chance of getting selected before getting biass.
Data analysis: Data analysis is also another important part of the research in which
collected information need to analyzed in order to get valid outcome(Riedl, Davis and
Hevner, 2014.).. There are different tool and techniques which can be used for analysing the
gathered information that is qualitative and quantitative techniques. In a quantitative
techniques' researcher used to gathered the information through measuring the information
through using different statistical tools such as z test, chi square test etc. on the other hand in
qualitative techniques researcher which assist in analyzing the data in the for of thematic
analysis. In this different themes, chars and graphical representation used for analyzing the
data. Further it support researcher to understand the themes and evaluate the results in a
systematic manner. In present research researcher used different themes for analyzing the

data. The thematic techniques is one of the best techniques which can be used in qualitative
techniques.
P6
Recommendations
From the present study is has been identified that corporate social responsibility is
very important for the organization in order to gain competitive advantage and for building
good image of brand. Further it also find out that Marine court hotel take steps for improving
its brand image in market. Hence, given below are some recommendation in order to gain
competitive advantage and for initiating different Corporate social responsibility in successful
manner.
 Marine court hotel can make environmental friendly product for its customer so that it
can increase customer base and loyalty of customer. If company make environmental
friendly product for its customer then it can easily keep its surrounding environment
neat and clean.
 Further it can provide to its employee training and development facility so that it can
easily make aware to them about different CSR activity. If employee came to know
different corporate social responsibility activity, then then will participate in it for
implementing it successfully. Further it training session they can make aware about its
importance and encourage them for participating in its.
 It is recommended that company can make separate department who take all
responsibility of implementation of CSR activity This support in carrying out all CSR
activities in systematic manner and implementing it successfully.
 Further, company can also publish Corporate social responsibility report every year
which help them in identifying all its activities and it also helps in making people
aware that how much company is responsible for CSR activities.
 There are different strategy which can be developed by Marine court hotel so that it
can easily implement the different CSR activities. It can also develop separate team
who focus on implementation of CSR activity.

Task 4
P7
Reflection
In order to conduct the research in an effective manner it is necessary to use different
type of methods for completing the research. I identified that company need to develop plan
and it should be properly implemented and monitored. Further plan need to develop
according to the aims and objective in order to get valid outcomes. I also find that gantt chart
is very helpful in farming all the activities with times. Preparation of Gantt chart is not easy
but it is very helpful in completing all the activities of plan within a given period. I also
analyses that there are different techniques which company can used for collecting the
information. There are different method for collecting a primary data while it is a time
consuming and difficult method. But this method is very effective in collecting information
which is new and fresh. Along with this I also got it, the method of preparing critical path
which help in identifying which activity is important and which can be delayed. Further,
preparing a questionnaire is not easy task it consumer time in structuring a question in
accordance to aims and objectives. Further I understand the method for preparing chart and
themes so that interpretation can be done on the basis of chart. It is not easy to analyse the
data because if it not carefully analysed then wrong outcome can be get. Apart from this , I
understood the importance of implementation CSR for the organization as well as for the
society.

References
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