Importance of Corporate Social Responsibility and CSR Practices of Coles Supermarkets

Running head: MARKETING CORPORATE COMMUNICATION
MARKETING CORPORATE COMMUNICATION
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1MARKETING CORPORATE COMMUNICATION
Executive summary
This paper focuses on the importance of corporate social responsibility (CSR) and provides
definition and different CSR approaches made by organizations and incorporated by
organizations that help organizations create a niche for themselves. This paper focuses on the
role of CSR on the company, Coles Supermarkets and the CSR practices incorporated by them
in their business. It also provides the issues regarding CSR in the company that may have
negative impacts on their business. Coles Supermarkets has been successful in incorporating
social responsibility in their business that has paved way for the success and the profits of the
business however there are some issues with their suppliers which they need to fix that will
boost their sales and their name in the market.

2MARKETING CORPORATE COMMUNICATION
Table of Contents
Introduction....................................................................................................................................3
Discussion......................................................................................................................................3
Integrating CSR and Issues Management............................................................................3
Role of CSR within organization.............................................................................................4
Role of CSR issue management for Coles...........................................................................5
Consistency of company corporate communication............................................................5
Evaluation...................................................................................................................................7
Conclusion......................................................................................................................................8

3MARKETING CORPORATE COMMUNICATION
Introduction
Corporate social responsibility (CSR) is considered to be a business model which is self-
regulated that helps companies or organisations are accountable socially to their stakeholders,
the public and most importantly themselves as well (Liang & Renneboog, 2017). CSR generally
means the operation of a business in ways that helps in enhancing the environment and the
society along with their general course of business (Herrera, 2015). Most organisations have
been incorporating CSR activities in their business structure to help and contribute to the society
and environment positively and also to make a positive reputation in the market which may
impact the organisation positively. This paper is going to focus on the management of the
company, Coles Supermarket Australia in terms of their corporate social responsibilities and the
existing issues of the organisation in terms of CSR.
Discussion
Integrating CSR and Issues Management
Every organisation these days performs some corporate social responsibility activities as
a payback to the society which paves way for the companies to acquire a positive reputation in
the market. According to the business ethics theory, CSR is based on three varied however,
interrelated ethical grounds (Werhane, 2019). First is the emerging and changing social
expectations and social responsiveness to specific social problems, the next is the intrinsic or
eternal ethical values that is inspired from the ethics laid by Kant and some universal principles
like fairness, human rights and social justice and the last is corporate citizenship which is
organisations or corporate as a good citizen that contribute to the betterment and social well
being of the society (Carroll, 1999). This theory sees CSR as an ethical and philanthropic
responsibility (Werhane, 2019). On the other hand, shared value theory argues that social
responsibility in the business is only performed in order to generate profits while aligning with
legal norms (Visser & Kymal, 2015). Carroll, (1979) has provides a conceptual model which
comprehensively describes the necessary and important aspects of CSR. According to the
model the three aspects address the important questions like what are usually included in CSR,
the social issues that an organisation need to address and the philosophy of an organization.
The model states that there are four types of social responsibilities that every organization
needs to follow which are the ethical responsibilities, legal responsibilities, discretionary