Business Communication: CSR Approaches for Sustainable Development

This report delves into the foundations of business communication, focusing on sustainable approaches to business strategy and management, using Vodafone Group Plc as an example. It examines the importance of ethical and sustainable practices within organizations, highlighting the significance of Corporate Social Responsibility (CSR). The report analyzes different CSR approaches for micro, small, medium enterprises (MSMEs) and corporate businesses, comparing their similarities and differences. It explores the challenges related to CSR, such as investor pressures, employee expectations, and talent retention. The analysis covers key aspects like establishing social missions, implementing sustainable practices, and employee development. Through case studies, the report illustrates how companies like Vodafone and others integrate CSR into their operations to improve brand image, enhance customer relationships, and contribute to societal welfare. The report also discusses the digital campaigns and programs as well as the importance of reducing, reusing and recycling plans to suppliers.

FOUNDATIONS OF
BUSINESS
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
Discuss in briefly the sustainable approach of business strategy and management with an
example to operates the ethical and sustainable way..................................................................1
Analyse the different approaches of CSR for Micro, Small medium enterprise and corporate
business approaches. Are they different or having scope of similarities with each other...........3
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................8

INTRODUCTION
A concept of Business management are both different terms where business is derives
about the process of trading the vision and mission to maximisation of profit while Management
is framework of managing and control the aspect which defines the discipline to handling the
working aspect through planning, organising, mapping and controlling with all the fundamental
business operations that support to accomplish the objectives of organisation. Business
Management is the managerial method process that provides the knowledge about training and
development to execute of preventing essential analysation of any business enterprise. The
objective of business management is to operates and handle the main agenda of organisation
related work through each department wise such as increase the workforce is handle through
Human resource, optimising the funds by finance department and product forecasting is handle
by marketing and sales(Bovée, Thill and Raina, 2016).
As per this report, the company is opted from United Kingdom perspective by
considering the Vodafone Group Plc is British multinational telecommunication venture at
Newbury, Berkshire, England through globally. They having number of manpower above 90,000
actively pursuing their duty globally as well as the revenue is generated up to 7.66 billion pounds
. In this report the objectives are to be highlight or cover the CSR activities in context of
different business strategy with examples, to provide the different approaches of CSR in Micro ,
Small business and large business strategies(Kücher, Feldbauer-Durstmüller and Duller, 2015).
Discuss in briefly the sustainable approach of business strategy and management with an
example to operates the ethical and sustainable way.
The Sustainability approach to the business strategy is provide support to the new
development of organisation from unsustainable aspect. A sustainable company is defines about
its activities in terms of behaviour of product and services with the detailed analysation of
environment and other social agenda that handle through top level management. The objective of
better sustainability in company perspective such as Vodafone plc, that generates positive image
in the competitive business environment as well as in society. As Vodafone company having
their contribution towards society welfare as globally where people are known about the
company background through their social initiatives and positive outcomes.
There are some business strategy which highlight about sustainability approach in perspective of
organisation are as follows(Campbell, 2016):

 Clarity of Sustainability vision or goal - By scrutinizing the different situational
approaches for particular company's long term objectives which relates to the
environmental development which brings wide business expansion. For Example,
Vodafone company, design their plans for further business growth objectives that
enhance huge scope of development. Value the strategic context - through the understanding of sustainability issues in local
or global perspective which can influence the organisation in growth, market share or
customer retention etc. To accomplish the responsibility that reflects the requirement of
the particular company management perspective. Vodafone group plc, they measure
their needs or requirement of resources which are lacking and prepare the strategy on
the basis of particular gap improvement. For example. The lack of better connectivity
arises in local countries as there was no scope of networking facilities, in that situation
Vodafone formed a strategy to build the better connectivity resources(Skripak, 2016).
 Communication and reporting - To having clarity of communicate reference or
sources of important business related messages requires the proper transparency that
could make understand to the people. For Example: In different countries there is
having different traits of communication through their language where Vodafone
company has provided the customer care services in global countries according to the
particular country language where the people can easily communicate and report their
issues through the customer care(Leiss and Larkin, 2019).
Challenges related to the corporate social responsibility
In terms of Corporate social responsibility there are many challenges face by most of the
stakeholders of the organisations in context of satisfying the needs of the clients. In this
increasing demand of the corporate disclosure which involves the various terms like customers,
employers, communities, investors and many other stakeholders that face the issues related to the
ethical concerns. In this changing business environment investors are mainly focus on the
performance of organisation due to this company feel pressure to fulfils the demands and gain
more profits by using the proper code code of conduct. And the another, challenge that are reflect
in the corporate social responsibility is the employees are looking for high pay benefits and other
incentives. In this company can find those practices and knowledge of employees that are best
fitted for gaining the organisation objectives. In this firm can invest more to get the best and

suitable candidate who fulfils all the criteria related to ethical terms within the business
enterprise. Another major issue face by the organisation is to retain the experienced candidate so
that company will sustain for a longer period of time. For this company can develop the working
condition by motivating and satisfy them so that they stay in the business firm(Song and et. al.,
2017).
Analyse the different approaches of CSR for Micro, Small medium enterprise and corporate
business approaches. Are they different or having scope of similarities with each other
The background of Corporate Social Responsibility(CSR) is trait of international private
business having a self regulation that contains the societal goals, charitable aspect of nature that
engage in a supporting or volunteering the ethical business practises. Corporate Social
Responsibility plays an important role for all business organisations as in background of their
scope size and business operations along with it enhance the high profitability generates for
better business leading sustainable management. Similarly, CSR is essential approaches in
significant business types which are as follows(Zhang and et. al., 2020):
Micro and Small Business organisation - This form of business enterprise is defines
about the small business employing with having 5-10 members as workforce existence with less
revenue turnover in a business. The approach of CSR in Micro business enterprise are to enhance
day to day practise of Corporate Social Responsibility to deliver the messages for promoting the
company brand and their websites in the business environment along with communicate with
people about the business related important effective policies which make the business growth in
productive level.
For example - many small and micro organisation like CafePod Coffee Company and Foruax are
come under in small or micro organisation where they optimise the revenue below 50 million but
they are constantly participate in CSR activities to enhance this approach for making relationship
with more customer relationship. For this they make possible efforts in following the CSR
policies that can be shown below:
 Establish social mission and ethical goals - It shows as an prominent approach of the
Cafepod Coffee company to leading the CSR for establishing social mission and ethical
goal that is helpful in encouraging the customers and people to visit the store for enjoy
their me time. In this they also encourage the people for living their healthy life(Stallings,
2015).

 Implement sustainable practices - It is an another best approach that is adopted by the
small and micro company to become sustainable in the marketplace. In this Cafepod
Coffee can adopts the corporate social responsibility policies for their longer
sustainability so that their operations can be done effectively and efficiently. In this they
have a responsibility of designing and making the new innovative products on the regular
basis so that large number of people get encouraged. They also focus on their ambience
so that customers feel happy and company will gain the competitive advantage for a
longer period of time.
 Emphasis more on employee development - It is the best step that is taken by the small
and micro business under the corporate social responsibility. In this Foruax and
Coffeepod cafe can make more emphasis on the employees satisfaction at the workplace.
For this they can fairly treat their employees and also provide the healthy and clean
atmosphere so that they can work effectively and efficiently. This also helps in longer
sustainability of the firm because goals can be achieved in an appropriate way under the
aspect of the CSR policies(Swoger, Brainard and Hoffman, 2015). Think about longer sustainability and energy efficiency - It is one of the another best
aspect under the corporate social responsibility that is followed by the small and micro
size business enterprise. In this firm thinks to lower the cost of the production and the
amount of energy used at the working environment. This helps in longer sustainability of
the business enterprise by eliminating the carbon footprints with in the production and
other operations of the business enterprise. In this business venture can execute the use of
eco - friendly lighting and products that will helps in showing the energy efficient
policies of the company and also assist in reducing the unsustainable practices in the
company.
Corporate Business - In this business it derives as a separate legal entity which different
from its owner or mangers. The Corporate business having most of the beneficial rights that
operates through individuals where they approach to lend loans, contract related with business
employees, assets etc. The Corporate Social Responsibility approaches of Corporate Business is
to optimum utilisation of policies and norms in better compliance manner as the manager and
employees can assort their working attributes through undertakes those policies which governed
to making business development. It maintain subset of rules and regulations that has to abide by

particular corporate business organisation as they need to expand and attain more profit
maximisation with gain of high market share. It also encourage the this business for raising funds
as to contribute towards the society for develop their infrastructure(Tye-Murray, 2019).
For example - Companies like Vodafone group plc, Tesco, Tesla and more which are based
from United Kingdom business enterprise they gain more market share as well as to invested
huge amount for infrastructure development that promotes their business and enhance the
recognition through people and market that build their better business productivity. Some of
the initiatives can be that is taken by the company in terms of CSR can be shown below.
 Constantly focus on the digital campaign and programmes – It is the best
approach that is lead by the Vodafone Group plc as a CSR policies. In this business
organisation can constantly focus on the digital programmes and campaign by using
the social media tool such as Twitter, Facebook, You-tube etc. All this terms helps
the Vodafone to encourage and attracts the customers of society by protecting the
resources of the environment. In this company can adopts the environment friendly
products so that they will gain more and more profits within the specific period of
time.
 Remove, reduce and reuse plan to suppliers – It is the another leading aspect that
helps the Vodafone group plc to show their CSR policies by adopting the
frameworks like reduce, reuse, recycle the plan that helps in removing all the harmful
radiation that affects the health of the people within the product. In this company
mainly focus on the packaging design of the product they sold so that they can ensure
the product is safe from any harmful cause and does not contain any carbon
footprints(Ortová, 2017).
Difference in approaches to CSR in relation to Micro, small and Corporate business
By using the above discussion it is to be evaluated that the major purpose and focus of
the CSR approaches in micro, small and corporate business are the same. It this the main
objective is to fulfilling all the needs related to social and environmental aspects so that
businesses will create a world better for their society, employees and customers on a high level.
But at the same time there is major difference are present between the various approaches of the
CSR in different types of ventures. Like in micro enterprise they adopts the CSR policies to
achieves their goals and objectives because they mainly emphasising on the longer sustainability

of the firm. On the other hand, small business follows the CSR approaches to encouraging and
organising the employees along with longer sustainability and the effective use of energy and
resources. Whereas, Corporate organisation can used and adopts the corporate social
responsibility on the wider nature. This is helpful in transferring the information to the workforce
in an ethical ways by using varieties of campaign and activities. Due to this it is beneficial for
optimal utilisation of resources(El Sawy and et. al., 2016).
Measures of Success in CSR strategy
Success of CSR strategy in different businesses like micro, small and corporate can be
measured in terms of the level of loyalty, trust and commitment behaviour in the employees that
helps in raising the probability and productivity by attracting the large base of customers and
clients. Corporate social responsibility can be evaluated on the basis of their approach that helps
the Vodafone to be successful and helps in beating all their competitors. This term also helps in
gaining the employees trust by providing the quality telecommunication services to the
customers. In this the efforts of Broadcast Event House in the CSR approaches is shows the
successful results in bringing the change in the lives of people. In this company can adopts the
use of innovation and technology to provide the quality products and services to their customers.
In this the Efforts of Tesco can be appraised by the people who are the buyers for the
organisation and helps the company to become successful in the retail world. In this way CSR
policies helps the organisation to attracts the large base of customers and gaining the high profit
margin. This helps in longer sustainability of the organisation in the business
environment(Trayner, 2017).
CONCLUSION
From the above report it is to be concluded that in present business environment CSR
plays an essential role in the organisation operations and size. It shows as a foundation of the
business communication that helps in showing the corporate social responsibility of the firm so
that they can gain the higher profits within the marketplace so that they can sustain for a longer
period of time. In this many approaches like setting the social mission, using innovative
technology and the ethical terms are made by the business firm to meet the corporate social
responsibility. It also inculcates that in business world skilled and knowledgeable employees are
adopted and use the ethical practices and programmes that were placed under the CSR policies.
This term also helps in gaining the sustainable approach within the company.

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