Corporate Social Responsibility - Sample Assignment

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Student name: Junxi Ye
Company selected for this report: Emirates Airlines
COVER PAGE
Corporate Social Responsibility
PSBM078CL Research-based

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TABLE OF CONTENT

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1.0 EXECUTIVE SUMMARY
This study paper examines the use of Emirates in corporate social responsibility.The

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aim of this study is to understand the potential weaknesses in the corporate social
responsibility strategy of the organization, in order to identify the appropriate changes
that the company can make.
Emirates appreciates the value of working to fulfill its internal and external
stakeholders in a socially responsible manner. Airlines should also ensure that they
follow a holistic approach to corporate social responsibility in order to achieve long-
term market sustainability. The research paper analyzes different CSR behaviors and
techniques that have been implemented by the company into its strategic human
resource management practices that are socially responsible.
This article is split into different sections. The introduction part outlines the profile of
the company, theories, and framework, the CSR strategy of Emirates, and the last part
outlines the conclusions and recommendations that should be considered by Emirates
to enhance its CSR strategy.
2.0 INTRODUCTION
On October 25, 1985, Emirates Airlines, also known as United Arab Emirates
Airlines, was founded. To start the company's operation, Arab Airlinesloaned 10
million US dollars to the government. There were only 2 leased airplanes and 3 routes
at the time, and only 5 were created. A month later, in the blue sky, Emirates sent its
first plane. It is headquartered in Dubai and is located at Dubai International Airport.
Emirates' parent company is called The Emirates Group.Held by Dubai's Government
of the Emirate.（Emirates 2014（
Emirates is one of the fastest-growing airlines in the world and one of the few airlines
with all of the world's major aircraft. The total number of Emirates-ordered Airbus
A380 aircraft was 140. It has received 93 aircraft as of January 2017.A380.One of
Emirates Airlines' unique characteristics concerns its independent activities, as it is
not a part of the main global airline alliances, i.e.Star Alliance, Oneworld, and

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SkyTeam.The need for optimum flexibility in reacting to market changes inspired its
independent activity.（Emirates 2014（
Outstanding entrepreneurship is one of the fields that airlines can concentrate on in
their quest for long-term survival.According to studies, the advent of new business
paradigms has led to fierce global competition and technological growth. It is
assumed that "intangible assets are regarded as sources and key factors for
development and sustainable competitive advantage and prosperity." Thus, companies
must retain high profitability in addition to reacting to environmental, social, and
economic concerns in order to achieve outstanding entrepreneurship.
One of the major reasons affecting air pollution is considered to be the aviation sector.
It is estimated that about 2 percent of total man-made carbon dioxide emissions are
accounted for by the aviation industry. Different methods to reduce greenhouse gas
emissions have been implemented by various industry players.
"People are increasingly interested in the nature and efficacy of the actions of airlines
to minimize their negative impacts and contribute to sustainable growth," Cowper-
Smith and Grosbois insisted. Therefore, airlines should engage in corporate social
responsibility ( CSR) to achieve the required degree of excellence, which includes the
activities of the company in compliance with ethical principles in terms of social and
environmental aspects.
3.0 THEORIES AND FRAMEWORK
3.1 Core characteristics of CSR
Voluntary
Since the organizational priorities of the Emirates group are focused on sound
business practices, sustainability has been accomplished. In order to have a
sustainable business environment around the world, the organization spends the

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advantage on protecting the biodiversity of Australian trees and animal species. The
company's partnership with charitable organizations has a pioneering role in the
corporate social committee sector. (Harashid Haron （ 2015). Most corporations are
now more familiar and able to recognize obligations above the regulatory minimum,
And private institutions' implementation of self-regulatory CSR structures is also seen
as a means of minimizing or preventing further regulation by committing to social
moral norms. Therefore, CSR detractors prefer to see the voluntary element as the
greatest demerit of CSR, Arguing that constitutionally required transparency is where
the focus can really be focused and maximizing shareholder capital should be the
primary organizational aim.
Beyond philanthropy
CSR is mainly about philanthropy in certain areas of the nation, i.e. organizational
fiscal responsibility or volunteerism for the general public. CSR is officially a
mandated activity supported by legislation and accepted to international standards,
varying from altruistic to instrumental or strategic CSR. It is no longer altruistic, nor
more than mere initiatives for philanthropy and economic growth , Because of the
impact it has on profitability, administration of human capital, marketing, and
logistical assistance, which are all part of corporate organizations' core functions. Due
to its potential to be instrumental or competitive in meeting stakeholder desires and its
possible capacity to meet corporate targets, CSR goes beyond philanthropy. This
debate is based on the premise that instead of being merely left to arbitrary activity,
CSR ought to be monitored and institutionalized into standard business operation.
The effort to explain how CSR could be implemented into organizations' key business
functions （ Unlike the notion that it simply represents the corporate company as an
ordinary added value. (Harashid Haron（2015).
Alignment of social and economic responsibilities
This balance of multiple desires of stakeholders leads to another key feature.

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Although CSR can go beyond a restricted emphasis on shareholders and profitability,
Some even believe that profitability is not impacted by it. However, while this is
much discussed, Many business and government CSR values underline that it is about
enlightened self-interest where social and economic priorities are associated. The
'business case for CSR'-that is, how businesses will profit from being socially
responsible economically-has drawn a great deal of attention to this feature. (Harashid
Haron,2015) An analysis was performed on executives of African American
companies and found that economic and ethical duties came first before legal
obligations and that philanthropic responsibility comes second in priority terms.
However, In this report, it was noted that, relative to previous studies, philanthropy
received a high weight level ranking. The use of ethnic consideration in CSR studies
also puts this study into view. China's customers attach value to CSR rules and have
shown that they are more concerned with economic openness than with ethical and
legal responsibilities, but strongly admire philanthropy.(Harashid Haron（2015)
3.2 Carroll's Pyramid
Carroll's CSR pyramid is a framework that explains how companies can take social
responsibility and why. Archie Carroll designed the pyramid which reveals the four
most important kinds of corporate responsibility. There are: financial responsibility-
legal responsibility-ethical liability-philanthropic liability-ethical liability .(Ben
Janse,2020)
The basis of the pyramid is profit. For a business to meet all laws and regulations, as
well as the requirements of shareholders, this pillar is necessary. It must also comply
with its legal requirements before a company will and can then invoke its
philanthropic responsibility or budgetary responsibility.
Companies have an economic responsibility to produce and benefit from the goods

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and services that society needs.Companies have shareholders who want to pursue a
decent return on their savings, have workers who want to do their job securely to
honestly, and have buyers who want quality goods at fair prices. This is the
foundation of the pyramid on which all the other levels are based. In CSR, economic
responsibility is the requirement to be successful, the only way for an enterprise to
survive and sustain civilization in the long run. (Ben Janse,2020)
Companies' legal responsibility is to conform to the minimum rules that have been
created. Under those laws, organisations are supposed to work and function. The
universal principles are composed of laws and regulations reflecting the views of
codified ethics in society. They decide how organizations, as described by
policymakers at national, state , and local levels, can conduct their business activities
in a responsible manner. (Ben Janse,2020)
Legal responsibility in CSR is: Operating according to governmental standards and
the legislation in a consistent manner. Compliance with various national and local
regulations. Being loyal citizens of the state and business. Fulfilling civil roles. To
provide goods and services which comply with the minimum legal requirements.
The moral responsibility of corporations extends above the ethical principles of the
rules and regulations of society. Furthermore, society wants corporations to conduct
and handle their companies in an ethical way. Ethical transparency requires
organizations to follow behaviors, values, and protocols that have not been
historically written down but are still required. (Ben Janse,2020)
In CSR, ethical responsibility includes: behaving in a manner that is consistent with
society's values. Recognizing and maintaining the ethical and moral values accepted
by a society that are new or evolving. In CSR, ethical responsibility includes:
behaving in a manner that is consistent with society's values. Recognizing and

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preserving the ethical and moral values that a modern or developing society embraces.
Recognizing that the standards of enterprise and ethical practice go beyond complying
with rules and regulations.
Enterprises' philanthropic liability covers Enterprises' voluntary or discretionary
programs and procedures. Philanthropy is no literal duty , But today, culture needs
businesses to take part in those events. The nature and quantity of these programs are
voluntary and are driven by the willingness of businesses to partake in social activities
that, in an ethical sense, are not generally expected from organizations. Businesses
creating philanthropic or discretionary programs offer the public the impression that
the company aims to offer the society something back.
4.0 CSR STRATEGIES
Control Measures of Emirates Airline on Environment:
The Emirates Airline Environment Policy focuses on the development of safe and
eco-efficient air and ground operations. The strategy requires the development of a
'Climate' program team to oversee the company's eco-environmental activities.The
environmental policy includes In order to encourage sustainability, the
implementation of unique policies related to waste disposal, recycling, water use, and
sustainable land transport systems. For long-range flight operations, the firm aims to
use reliable aircraft. The central value of the company's organizational structure is to
use technologically advanced technology to facilitate consumer protection and
reliability. （Wells, G 2013（
Social Indicators of Emirates airline:
By launching an Emirates Foundation program in 2003 for the benefit of humanity,
Emirates Airline's social metrics emphasis on charitable works. In order to aid people
affected by HIV in Africa, one of the services involves the implementation of skyward
miles for humanitarian doctors.The foundation works with vulnerable individuals in

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areas such as health, shelter, food, and education. The mission of the foundation
includes the construction of hospitals in Bangladesh, Sri Lanka, and India, the
sponsorship of children in Dubai, and the construction of schools in Kenya, India, and
Bangladesh.
For the conservation of plants and animals in the desert, the company has also begun
Dubai desert conservation. For the promotion of endangered species from extinct, the
base of 1600 hectares of Wolgan valley resort in Sydney Australia and more than
17,5000 indigenous trees are planted for the welfare of the Eco-system. The Emirates
data team has carried out the group project of collecting waste in Dubai every year to
manage pollution.In Tanzania, the company has also initiated projects such as the
development of clean water, rainwater harvesting and bio digesters. The business has
started producing renewable energy for these countries in Senegal and Brazil for the
green ecosystem.（Wells, G 2013（
The Emirates Business has 57,000 workers from 163 countries and a diverse
workplace to inspire employees to participate in their jobs with rewards and arrange
extracurricular activities. The workers are part of the Environment Network, which
seeks to help the environment in order to achieve sustainability. Employees are
granted skyward plans to raise awareness of the sustainable future for society.
Economic indicators of Emirates Airline:
Emirates Airline's economic metrics include financial performance, creativity and
technology, the intensity of employers and corporate governance.
5.0 RECOMMENDATIONS
First, CSR constitutes an essential element within the marketing system usually used
by airlines. Investment in CSR offers allowed the company to successfully enter new
market segments. For instance, by supporting different CSR activities such as sports,
culture, and art, the airline establishes optimum market awareness.
The airline has engaged with various communities across the globe through its long-
term contribution to the sponsorship of sports. Consequently, air travel is highly likely

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to increase its competitiveness in the international airline industry, irrespective of its
volatility, in order to be able to bring about economic changes.
The Emirates airline company is a sustainable company that was listed in the report.
To promote productivity and provide regular over-haul maintenance activities for the
turbine engines used by the company, the company must rely on imaginative flights
for its operations. The techniques can contribute to fuel efficient engine efficiency.
US$ 4 billion was spent on the procurement of aircraft turbine fuel for flight
operations.
In order to minimize carbon dioxide emissions into the atmosphere, the Emirates must
introduce environmental pollution control practices for aircraft, Usage for flight
services of bio-degradable materials, and employers must raise awareness of the
community of airline passengers to encourage environmental sustainability. In a
groundbreaking expansion of the Emirates Company's social activities , the company
has to continue its operation by building schools and hospitals for countries facing
inflation. The basic CSR approach should balance it. Currently, the organization
primarily focuses on funding athletic events. （Zu, L 2009（
Environmental dimension; by simply buying plans aimed at mitigating environmental
emissions, the airline flight should strengthen its contribution to protecting the
relevant environment. Usually, Under the current environmental circumstances, the
importance of dealing with the unique environmental scale in its CSR strategy comes
historically from a very strong website plus the long-term revenue of the airlines.
Usually, for example , generally the occurrence of typical events such as floods and
bad weather as a result of ending up being able to alter the climate attributed to being
able to manmade routines may impact much of the operations of the airline, hence
their profitability.
Training – In order to instill awareness within their employees around the significance
usually associated with using part in sociable accountable practices, most air travel
should receive a detailed training plan. This particular move would boost the devotion
of its workers to the use of guidelines.（Zu, L 2009（

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Emirates Air flow carriers should ensure that all relevant supply chain stakeholders
are typically integrated into the CSR technique to ensure that the relevant CSR
activities performed are generally not harmful due to the lack of involvement of all
other parties.
6.0 CONCLUSION
The study illustrates the Emirates airline company's sustainability by examining the
company's environmental context. The study involves the use of ambient carbon
dioxide, fuel consumption, water by Emirates workers and the company's waste
management. The outcome shows the company's progress towards business
sustainability. The study shows that the organization has a clear sustainability strategy
in the aviation sector to promote an environmentally friendly climate for the future
while taking into account the social and economic sense.
Sustainability has been accomplished since the Emirates group's corporate priorities
focus on sustainable business practices. The company spends the benefit on protecting
the biodiversity of Australia's trees and animal species to provide a healthy business
climate around the world.The partnership of the corporation to humanitarian
organizations has a groundbreaking role in the area of the corporate social committee.
This makes the corporation a participant in the field of sustainable organizations.
7.0 REFERENCES
Ben Janse,2020,Carroll’s CSR pyramid.[online] Available at :
https://www.toolshero.com/strategy/carroll-csr-pyramid/
Emirates 2014（Emirates: Emirates sponsorships.[online] Available at :
https://www.emirates.com/cn/chinese/

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Zu, L 2009，Emirates Airlines CSR Application Research Paper.[online] Available at :
https://ivypanda.com/essays/emirates-airlines-csr-application/
Harashid Haron（2015（Corporate Social Responsibility: A Review on Definitions,
Core Characteristics and Theoretical Perspectives.[online] Available at :
https://www.researchgate.net/publication/
281708339_Corporate_Social_Responsibility_A_Review_on_Definitions_Core_Char
acteristics_and_Theoretical_Perspectives
Wells, G 2013, Sustainable business; theory and practice of business under
sustainability principles, Edward Elgar, Cheltenham.[online] Available at :
https://ivypanda.com/essays/emirates-airlines-csr-application/