Ethical and Philanthropic Practice of Unilever

Running head: ETHICAL AND PHILANTROPIC PRACTICE OF UNILEVER
Ethical and Philanthropic Practice of Unilever
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1ETHICAL AND PHILANTROPIC PRACTICE OF UNILEVER
Table of Contents
Introduction................................................................................................................................2
Selected Business and Countries................................................................................................2
CSR and Corporate strategy.......................................................................................................2
Carroll’s CSR activities theory..................................................................................................3
Ethics or philanthropy issues.....................................................................................................4
CSR strategies in addressing the issues.....................................................................................6
Company management and campaign structure........................................................................7
Stakeholder diagram...................................................................................................................8
Change barriers and dealing with them......................................................................................9
Gantt chart and Costing............................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

2ETHICAL AND PHILANTROPIC PRACTICE OF UNILEVER
Introduction
CSR activities facilitate companies in maximizing its wealth(Alvarado-Herrera et al.
2017). The objective of this paper is to analyse the CSR (Corporate Social Responsibility)
initiatives of Unilever Company in its sustainable social development. Moreover, stakeholder
diagram, campaign structure, barriers evaluation and implementation of a new CSR plan will
be explained in this paper through use of suitable theories.
Selected Business and Countries
In analysing the effectiveness of CSR initiatives FMCG industry is selected as a
business industry in this paper for the reason that there are multiple FMCG organizations
operating internationally (Chae and Park 2018). In addition, the selected countries for
analysing Unilever’s philanthropic and ethical CSR initiativesin dealing with related concerns
are Indiaand Bangladesh. Unilever Company is positioned among the renowned and
successful organizations withinthe global FMCG industry. The company initiated its business
operation in Britain in the year 1929 and currently is operating in more than 190 brands with
its 400 established brands (Unilever 2018).
CSR and Corporate strategy
CSR or Corporate Social Responsibility is referred to a business initiative that is
employed by most companies in attaining sustainable development of the nation, community
and environment within which the business operates. Such activities of the company facilitate
companies in increasing their profitability and wealth. Research conducted by Kim et al.
(2017) evidenced that consumer satisfaction and employee engagement is maintained
effectively withincompanies following CSR strategies than other companies. CSR strategies
implemented by organizations increase organizational value through positively impacting
community and its people in developing positive perception towards the companies. This can

3ETHICAL AND PHILANTROPIC PRACTICE OF UNILEVER
further increase competitive advantages and brand popularity in comparison to its business
rivals. Xiao, Yoonjoung Heo and Lee (2017) revealed that “International Institute for
Sustainable Development (IISD)” has implemented the CSR guide that facilitates the
business organizations in implementing new and dynamic CSR functions. Based on such
illustration, it can be stated that CSR activities has a vital function in the recent competitive
environment. Through integrating CSR into business processes, companies can attain
opportunities of generating effective corporate and social value.
Carroll’s CSR activities theory
Visser (2016) stated that Carroll’s CSR pyramid can easily depict such
responsibilities and two among such important responsibilities are legal and economic
responsibilities. The companies must operate its business in a way that it might attain enough
profit. In consideration to this CSR activities theory, most of the FMCG companies like
Unilever abides by the law of the nation in which it has its business operation. This is for the
reason that each nation has certain important rules and regulations that indicates codified
ethics of the society. Carroll’s four-part CSR definition states that such strategies include
economic, legal, ethical along with philanthropic expectations that society has on companies
for holding a positive perception toward the business.