Corporate Social Responsibility and its Importance for Sustainability and Competitive Advantage

This research study focuses on the importance of corporate social responsibility (CSR) in achieving competitive advantage and sustainable development. The study is conducted on Sunborn London Yacht Hotel, a small scale hotel in London. It aims to identify the concept of CSR and its impact on business performance and productivity. The study also suggests strategies for gaining competitive advantage through CSR practices. The research is carried out using qualitative methods, including a survey conducted among the employees of the hotel.

MANAGING SUCCESSFUL BUSINESS PROJECT
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TITLE: CORPORATE SOCIAL RESPONSIBILITY AND ITS IMPORTANCE FOR SUSTAINABILITY
AND COMPETITIVE ADVANTAGE
TASK 1
P1 Devise project aim and objectives
Corporate social responsibility is a process which reflects organizations responsibility for
the company’s actions and encourages a positive impact through its activities on the
environment, consumers, employees, communities, stakeholders and all public members (Mallin,
2009). In CSR, companies usually reflect their responsibilities towards environmental protection
along with the practices they have taken to manage their social responsibilities (Hopkins, 2007).
Thus, in this respect the present study has been made on Sunborn London Yacht Hotel which
operates its business in London as a small scale hotel. In this respect, benefits of CSR activities
have been stated in the present research work along with its contribution in competitive
advantage. In the study, detailed background about corporate social responsibility have been
stated so as to comprehend the entire concept in optimistic manner.
Aim
The main aim of present research study is to identify the importance of corporate social
responsibility in achieving competitive advantage and sustainable development. The study has
been developed on Sunborn London Yacht Hotel.
Objectives
 To identify the concept of corporate social responsibility and sustainable development
 To ascertain the importance of CSR on business performance and productivity
 To suggest the strategies through which business can gain competitive advantage through
CSR practices
Research question
 What is the role of corporate social responsibility in enhancing organization’s
performance?
 How corporate social responsibility contributes in achieving competitive advantage and
sustainable benefits?
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P2 Produce project management plan that covers aspects of cost, scope, time, quality and many
other thing for the chosen project
Task Name Duration Start Finish Predecessors
Defining research project 94 days Tues
2/27/17
Fri 7/6/17
Planning 24 days Mon
2/27/17
Thu
3/30/17
Selection of the research topic 10 days Mon
2/27/17
Fri 3/10/17
Identifying problem statement 6 days Wed
3/13/17
Sat 3/20/17 3
Identifying timings so as to
allocate the resources
8 days Tue 3/21/17 Thu 3/30/17 4
Implementation of the plan 61 days Fri 3/31/17 Fri 6/23/17
Completing the section of
literature review
16 days Fri 3/31/17 Fri 4/21/17 5
Selecting methods and techniques
under research methodology
section
18 days Sat 4/24/17 Mon
5/17/17
7
Calculating the costs 7 days Thu 5/18/17 Fri 5/26/17 8
Data analysis and interpretation 20 days Mon
5/29/17
Fri 6/23/17 9
Evaluating results and findings 11 days Mon
5/29/17
Mon
6/12/17
9
Project closer 18 days Tue 6/13/17 Thu 7/6/17
Specifying conclusion and
recommendations
9 days Tue 6/13/17 Fri 6/23/17 11
Final documentation of results 7 days Tues
6/26/17
Mon 7/4/17 13
Submitting the final report 2 days Thu 7/5/17 Fri 7/6/17 14
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As stated the plan has been covering all such stages through which the entire process of
carrying the research study will be carried out. According to the specific budget, the entire plan
has been carried out which is also expected to bring quality outcomes after the completion of the
research study (Crane and Matten, 2010). The plan will be communicated to all the respective
people through the means of direct contact. The plan will also assist in reducing all the risk and
resources associated in the project.
P3 Produce a work breakdown structure and a Gantt chart
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TASK 2
P4 Carry out research by applying quantitative and qualitative methods which are appropriate in
meeting project aim and objectives
Qualitative method has been used in the research study for the purpose of analysing the
importance of corporate social responsibility in attaining competitive advantage and sustainable
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Research project
Planning
Seelcting research
topic
Defining problem
statement
Allocating time
Implementation
Conducting
Literature review
Selecting research
methods
Calculating costs
Data analysis
Evaluating the
outcomes
Project Closer
Final conclusion and
recommendation
Documentation of
results
Submitting the final
report

benefits. Thus, in this respect survey has been carried out which also aids the researcher to
specify the importance of CSR in company’s performance and productivity (Bueble, 2009). In
this respect, survey has been conducted and questions have been asked from the employees of
Sunborn London Yacht Hotel.
Questionnaire
Name -
Age -
Gender -
Designation -
Q1. Do you have any knowledge about Corporate Social Responsibility?
 Yes
 No
Q2. Do you think that CSR activities are crucial for business productivity?
 Yes
 No
 Sometimes
Q3. Do you agree that CSR practices contributes in attaining competitive advantage?
 Highly agree
 Agree
 Disagree
 Highly disagree
 Neutral
Q4. Under CSR activities, proper attention should be given towards:
 Stakeholder’s interest
 Environmental protection
 Ethical and legal practices
 All the above
Q5. Which CSR activity has been adopted by your company?
 Environmental support
 Proper engagement of stakeholders
 Social contribution
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 All the above
Q6. Do you agree that with the help of CSR activities, long term sustainability can be
acquired?
 Yes
 No
 Not always
 Always
Q7. According to you, how can a company initiate for its corporate responsibilities?
 Meeting all the requirements of stakeholders
 Meeting the needs of customers
 Protecting the environment
 All the above
Q8. Are you satisfied with the existing CSR policies of Sunborn London Yacht Hotel?
 Yes
 No
 Do not know
Q9. Do you agree that corporate social responsibility encourages ethical liabilities of the
company?
 Highly agree
 Agree
 Disagree
 Highly disagree
 Neutral
Q10. What changes would you like to observe in company’s CSR practices?
 Financial stability
 Consideration on social values
 Contribution in environmental protection
Analysis
Theme 1 Knowledge about Corporate Social Responsibility
Criteria Responses
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Yes 10
No 5
While asking this question, 10 employees said that they have knowledge about corporate
social responsibility and they absolutely know what practices are included in CSR
responsibilities. They further added that organization is observed to handle a lot of social
responsibilities through environment and social aspects. At the same time, 5 employees said that
they have no idea regarding this as they are new to the organization. Thus, it can be said that
looking towards organizational dimensions, it is clear that Sunborn London Yacht Hotel is
engaged in managing corporate social activities.
Theme 2 CSR activities are crucial for business productivity
Criteria Responses
Yes 10
No 2
Sometimes 3
At the time of asking this question, 10 employees of Sunborn London Yacht Hotel said
that CSR activities are imperative for business productivity as that enhances the moral
responsibilities and social prospects of the hotel. Apart from this, 2 employees said that
involvement in CSR activities does not have any role in business performance and productivity
aspects. Remaining 3 said that CSR activities sometimes contributes in enhancing business
performance and productivity. They further added that involvement in CSR activities leads the
business to acquire the attention of customers and other business activities.
Theme 3 CSR practices contributes in attaining competitive advantage
Criteria Responses
Highly agree 7
Agree 3
Highly disagree 2
Disagree 5
Neutral 3
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While asking this question, 7 employees marked to highly agree and they also said that
till the date, the business has acquired numerous benefits through meeting social responsibilities.
While on the other hand, 5 marked it to disagree and they also added that they have not noticed
any such thing. 3 employees were neutral and 3 agreed for the same and remaining 2 marked to
highly disagree. Therefore, as per the responses of majority of employees, it can be said that
CSR activities plays a crucial role in attaining competitive advantage. Further, it also generates
business competitive aspects.
Theme 4 CSR activities requires proper attention on stakeholder’s interest, environmental
protection and ethical practices
Criteria Responses
Stakeholder’s interest 5
Environmental protection 5
Ethical and legal practices 5
All the above 5
When the subsequent question is being asked, 5 employees agreed for stakeholder’s
interest, 5 agreed for environmental protection, 5 said ethical and legal practices and remaining 5
marked for all the above. Thus, from the collected responses, it can be said that CSR is an
association of all such activities which is extremely beneficial for the company’s performance.
At the same time, it can be said that, it is crucial for the business to emphasize on all these
mentioned dimensions so that success and profitability aspects can be enhanced.
Theme 5 Social contribution (as a CSR activity) has been adopted by the company
Criteria Responses
Social contribution 12
Environmental support 5
Proper engagement of stakeholders 2
All the above 1
At the time of asking this question, 12 employees of Sunborn London Yacht Hotel said
that in terms of social contribution, the company is highly active in social and corporate
responsibilities. Further, 5 employees said that the hotel is actively engaged in environmental
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support in which it hugely contributes in environmental development. Remaining, 2 employees
said that the hotel ensures proper engagement of stakeholders as they are the major players of the
company. Lastly, 1 employee marked for all the above. Henceforth, it is evident that the
subsequent hotel entity has been following all its CSR responsibilities in appropriate manner.
Theme 6 Long term sustainability can be acquired with the help of CSR activities
Criteria Responses
Yes 9
No 3
Not always 3
Always 5
As per the responses of 9 employees, it is clear that CSR activities helps the business
entity to achieve long term sustainability. Further, 5 employees said that CSR activities always
assist in acquiring long term sustainability; hence it is highly beneficial for Sunborn London
Yacht Hotel. Other than these, 3 employees marked for not always and 3 marked for no which
contends that CSR activities has no role in obtaining long term sustainability benefits. However,
as per the responses it can be said that CSR is highly important for the business aspects.
Theme 7 Protecting the environment assist the company to initiate in its corporate
responsibilities
Criteria Responses
Meeting all the requirements of stakeholders 5
Meeting all the needs of customers 3
Protecting the environment 10
All the above 2
As per the responses of 10 employees, it can be said that protecting the environment
assist the hotel entity to initiate in corporate responsibilities. Considering the same, it is also
clear that this can aid the hotel to reduce pollution and other environment related issues. Further,
5 employees said that meeting all the requirements of stakeholders could assist the hotel in
contributing in CSR activities and 3 employees emphasized on meeting all the needs of
customers through contributing in quality facets. Remaining 2 marked for all the above; hence it
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is clear that having all such dimensions could assist the hotel to initiate for its social
responsibilities.
Theme 8 Employees are satisfied with the existing CSR policies and activities of Sunborn
London Yacht Hotel
Criteria Responses
Yes 12
No 5
Do not know 3
While asking this question, 12 employees said that they are satisfied with the existing
CSR practices of Sunborn London Yacht Hotel; thus this proves that the subsequent hotel is able
to protect its business through contributing in CSR activities. However, on the other hand 5
employees said no they are not satisfied with the CSR activities of the hotel as they know that the
company needs to adopt several other ways as well through which corporate responsibilities can
be enhanced. Remaining 3 said that they do not know anything about this prospect; hence they
were neutral regarding the same.
Theme 9 Corporate social responsibility encourages ethical liabilities of the company
Criteria Responses
Highly agree 8
Agree 6
Highly disagree 2
Disagree 2
Neutral 2
During this question, 8 employees said that they highly agree to this that CSR encourages
liabilities of the company. Further, 6 employees agreed to this, 2 marked for highly disagree, 1
was neutral and remaining 2 employees marked for disagree. Thus, as per the collected
responses, it can be said that under corporate responsibilities, it is crucial for the business entity
to emphasize on legal prospects as that could also enhance prosperity and success facets.
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Theme 10 Employees of the hotel would like to see more consideration on social values
from company’s side under CSR practices
Criteria Responses
Financial stability 2
Consideration on social values 12
Contribution in environmental protection 6
The responses collected are quite contradict as employees had various opinions regarding
the areas of improvement. Henceforth, while collecting the responses, 12 employees said that
they would like to see more consideration on social values so that competitive advantage can be
acquired. Further, 6 employees said that they would like to enhance the level of contribution in
environmental protection and remaining 2 marked for financial stability.
TASK 3
P5 Analyse research and data using appropriate tools and techniques for the chosen project
Apart from this, several research tools are also utilized for the purpose of enhancing the
validity and reliability of research, hence in the below section, all the methods are being
discussed that are used to reach towards the research aim and objective (Sreedharan, 2007). In
terms of specifying difference between Quantitative and Qualitative research methods, it can be
said that statistical tools are being used to showcase the responses of participants regarding
research work. Information about the selected methodologies are stated as follows:
 Research approach: Research approach is an essential part of the research study which
gives shape to the entire research work. The categories of research approach are
deductive and inductive. According to generalised term, deductive approach usually
begins with a hypothesis; whereas inductive approach emphasizes on research question
for the purpose of enhancing scope of the study (Saunders and et.al., 2007). Along with
this, the present research study has been using inductive research because it has a direct
integration with qualitative research and it also assists in exploring new phenomena from
different perspective. Inductive approach is highly suitable for the study since the
approach does not imply disregarding theories at the time of formulating research
questions and objectives. Researcher has selected this as this inductive reasoning is
based on learning from experience (Sapsford and Jupp, 2006).
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 Research philosophy: Research philosophy shows that research procedure is going in a
specific area; hence it shows clear scope of all the tools and methods (Positivists vs.
Interpretivists. 2009). It can be categorized into two categories such as positivism and
Interpretivism and the present study has been using Interpretivism philosophy because it
is associated with the philosophical position of idealism and it can also be used together
with different approaches. Researcher has selected this approach because Interpretivism
studies usually focuses on meaning and it may also employ multiple methods for the
purpose of reflecting different aspects of the research issue (Stake, 2005).
 Data collection: The most important section of the study is data collection in which
researcher access different sources through which relevant data about the subject matter
could be acquired. Through data collection techniques, data has been collected from
wide range of sources. The techniques can be segregated into two different categories
such as primary and secondary and in the present study, both the techniques have been
undertaken (Primary and secondary sources. 2012). Under primary research, survey has
been conducted in which questionnaire has been provided to the employees of Sunborn
London Yacht Hotel to get their responses about corporate social responsibilities.
However, under secondary research, books, journals and articles have been reviewed
thoroughly. Using both the sources of data collection has amended the value of research
study (Salkind, 2010).
 Data analysis: This section analyses the responses of the participants on the basis of two
major techniques such as Qualitative and Quantitative. In the present study, researcher
has applied Qualitative method under which Thematic analysis is being conducted. The
responses of employees have been clearly stated in this section with the help of charts,
tables and diagrams (Orb, Eisenhauer and Wynaden, 2001).
 Ethical considerations: Under ethical values, researcher is required to conduct the entire
study in ethical and appropriate manner; henceforth for such purpose germane and
authentic content needs to be included mentioned in the study. This is highly crucial in
terms of enhancing validity and reliability of research study (Olsen, 2011). Further,
regarding terms of confidential, information about the participants must not be disclosed
as secrecy should be maintained in all manner. Along with this, prior engaging any of the
participants in research study, researcher must get consent from the respective
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participants. In the present research study, researcher has provided right of withdraw to
the participants wherein they can anytime withdraw from the research procedure
(Marlow, 2010).
 Research limitations: The major limitation of the study is time and money constraint in
which researcher had faced a few issues. Due to limited budget, researcher had to give
huge emphasis on resource allocation procedure so that financial resources can be
optimally utilized (Linderoth and et.al., 2006). Apart from this, too much time was
consumed while framing research aim and objectives. At the initial stage, researcher
framed too broad objectives which could not contribute in research procedure; however
later on according to the scope of the study, researcher changed the aim and objectives.
Scope of discussion was also less with the researcher as only a few articles and journals
were reviewed. Further, due to unavailability of database management, researcher had
the probability of data disclosure (Levy and Lemeshow, 2013).
P6 Communicate appropriate recommendations as a result of research and data analysis to draw
conclusion
The above mentioned plan clearly specifies that Sunborn London Yacht Hotel needs to
implement several improvements in the existing business procedure so that growth and success
facets can be enhanced. Thus, according to clear analysis, it can be said that Sunborn London
Yacht Hotel needs to emphasize on several areas and a few are discussed as follows:
 Proper plan for CSR activities should be developed so that all the activities can be
appropriately carried out. This is also essential in terms of managing corporate
responsibilities of business in effective way (Tencati and Perrini, 2011).
 Further, Sunborn London Yacht Hotel needs to adopt new methods to contribute in eco-
friendly environment as that not only protects the society; but also aids the business to
acquire more support and collaboration from the customers.
 Prior entering in any of the social activity, it is vital for the hotel to determine the
chances of getting success and prosperity (Solomon, 2010).
 While planning for CSR activities, Sunborn London Yacht Hotel must ensure to engage
all the employees in decision making process so that all of them could give their valuable
suggestions regarding company’s work processes.
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 Proper and timely feedback should be collected from the employees so that suitable
changes could be made to company’s processes (Kuada, 2012).
 Further, suitable consideration is required to be given towards environmental protection
in which huge emphasis should be laid on the process of recycling. This is also essential
in terms of enhancing value of the business (Shahin and Zairi, 2007).
 Moreover, Sunborn London Yacht Hotel should also involve all the stakeholders in
decision making process as they are major people of the company who actively support
in managing business practices.
 Proper payment as well as dues should be given to the employees so that they can
contribute in company’s procedures in effective way (Hopkins, 2007).
 The subsequent hotel is required to develop suitable relationships with the employees so
that they can also contribute in encouraging business profitability and success facets.
 Lastly, employees of Sunborn London Yacht Hotel should be imparted with appropriate
training and development sessions so that they can manage all their work aspects in
proper manner. Thus, with the help of these methods, Sunborn London Yacht Hotel
would be able to seek support from the workforce in all the company’s areas (Tencati
and Perrini, 2011).
TASK 4
P7 Value of undertaking a research to meet stated objectives and own learning and performance
Summing up the entire research study, I can say that Sunborn London Yacht Hotel should
focus more on the concept of corporate governance as well; since through that strategies
objectives of the business can be acquired (Yin, 2009). Apart from this, it is also crucial for
Sunborn London Yacht Hotel to focus on bringing quality products and services so that business
reputation can be encouraged. The proposed plan for corporate social responsibility should be
managed according to the budget and time allocation so that it could meet company’s standards.
While carrying out the research procedure, I had to access a lot of sources through which I
collected valid and reliable data. While completing the study, I came across different methods
and sources and there I realized the authencity and validity of each and every method.
Nonetheless, I was solely responsible for the actions and practices which I carried out
while conducting the research work. I monitored my entire plan; hence I could say that I know
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all the areas of improvement for my research work. I had accessed a lot of books, journals and
articles; hence I know the reliability and validity of the subject matter. Therefore, concluding my
experience, I can say that I wanted to explore the significance of corporate social responsibilities
towards the business and after conducting thorough research, I came to reach towards research
objective. Therefore, the aim of the present study has been fulfilled. Though, I have not used
Quantitative method in the study; however I am aware about the tools that are used in the
research procedure (Bhattacharyya, 2009).
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