Strategic Management and Corporate Responsibility

Strategic management and
corporate responsibility
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Table of Contents
MAIN BODY...................................................................................................................................3
An introduction to the company and its current approach to corporate responsibility and
sustainability...........................................................................................................................3
Appropriate theory in order discuss the key tensions or dilemmas involved in being an
‘ethical’ company...................................................................................................................4
Assess of two proposals..........................................................................................................7
State and develop further proposal that needs to be consider by directors..........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Strategic management can be describe as all those activities that is supportive in
enhancing business activities. This is an effective way through which organisation can develop
better and effective strategies that will lead to growth of business (Rothaermel, 2016). Strategic
management is a process which includes setting of goals, identifying competitive environment as
well as developing better strategies in order to achieve set objectives. Corporate social
responsibility will lead to have major impact on business and its image in market environment.
Organisation needs to conduct different corporate social responsibility in order to attract more
customers. This report is based on Innocent Drinks company. This organisation is dealing in
beverage industry as well as providing different types of juice and smoothies products to
customers. Innocent Drink organisation was established in 1998 and founder of this organisation
was Richard Reed and Adam Balon or Jon Wright. This organisation is owned by The Coca-
Cola company. This report includes current approaches of organisation for enhancing corporate
responsibility and sustainability. In this different theory has been analysed and different business
tensions or dilemmas of business regarding business ethics. In this report different proposals for
enhancing business and reducing cost has been effectively identified. Apart from this various
proposal for benefits of business has been clearly analysed.
MAIN BODY
An introduction to the company and its current approach to corporate responsibility and
sustainability.
Innocent drinks company is developing different types of products which includes
smoothies and juices. This organisation is conducting business activities in beverages industry
and Innocent drinks organisation was developed in 1998. Founder of respective organisation was
Adam Balon, Richard Reed and Jon Wright. Respective organisation is offering its products and
services to different areas such as Coffee shops, supermarkets as well as other outlets. Major
products of Innocent Drinks company are juices, smoothies, dairy free range, bubbles, coconut
water, juices for kids refreshers and so on (Thompson, Strickland and Gamble, 2015). This
company is conduct high quality products that is 100 % recyclable or reusable. This recycling
revolution is taken by this company in order to enhance the performance of organisation as well
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as full fill its responsibility towards society and environment. This organisation is focusing on
brighter future as well as enhancing environmental activities.
Current approaches of Innocent Drink for corporate responsibility and sustainability
It is important for organisation to conduct business activities and task by considering
corporate social responsibility as well as sustainability. It is important for business to consider
effective and efficient approach that will helps in full filling social responsibility as well as
sustainability of business. Current approaches for corporate responsibility and sustainability of
Innocent Drink company is mention below.
This company is focusing on recycling revolution by creating and developing bottle that
is reusable. This will help in reducing the wastage from society by minimizing the usage of
plastic in business activities (Ioannou and Serafeim, 2015). This approach of Innocent Drink
company will have in improving environment condition. Current approach of innocent drink
company is for reducing the waste material form society and environment by packaging its
product in 100 % recyclable material.
Innocent drink organisation is developing high quality juices and smoothes products that
is as per need and requirement of customers. This approaches of respective company will lead to
provide products that will have positive impact on health of consumer. It is important for
organisation to consider customers and their preferences in order to develop better relationship
with customers.
Appropriate theory in order discuss the key tensions or dilemmas involved in being an ‘ethical’
company.
Ethics can be describe as the moral and principles of business that needs to be consider
by organisation while performing business activities. It is very important for company to conduct
business activities ethical and responsibly in order to correctly achieve desired goals of
organisation. Innocent Drinks company is facing various issues and dilemmas while taking
business decisions as well as conducting business activities. It is important for this organisation
to consider different ethical theories in order to take better and effective decision for growth and
development of business (Shiu and Yang, 2017). Ethical theories are majorly includes
deontology, Utilitarianism and Virtue. All of these theories are very supportive in taking better
decision for enhancing performance of organisation.
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