Evaluating Sustainable and Ethical Business Communication Strategies

This report provides an overview of sustainable and ethical business communication strategies, focusing on Corporate Social Responsibility (CSR) approaches in companies like Hayward Tyler, Cisco, and Rye bridge development. It discusses the importance of sustainability in business, outlining key elements such as recognizing strategic context, establishing a clear vision, creating action plans, setting timescales, and ensuring transparent reporting. The report examines how each company implements sustainability, including Hayward Tyler's renewable energy solutions, Cisco's emission reduction efforts and community impact programs, and Rye bridge development's investment in emission-reducing machinery. It also differentiates the CSR approaches of these companies, highlighting variations in their focus on safety, environment, recycling, waste management, and community engagement. The report concludes by discussing methods for measuring the success of CSR strategies, emphasizing the importance of benchmarking, performance indicators, and long-term reputation improvement.

Foundation of Business
Communication

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1................................................................................................................................................3
Sustainable approach to business strategy and management.................................................3
Different approaches to corporate social responsibility.........................................................5
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
Part 2..............................................................................................................................................10
Reflection.............................................................................................................................10

INTRODUCTION
Business communication refers to the process of sharing of information between people
outside and within the company(Almeida., 2021). Effective business communication is that in
which manner management and employees interact to reach towards organisational goals. In the
present report Hayward Tyler, Cisco company is taken into consideration. Third company which
is taken into consideration is Rye bridge development. Hayward Tyler is a company which is
known for the long-term durability and reliability of their fluid-filled motors and pumps as well
as for the world class service that supports their legacy and products brands. Cisco is an
American multinational technology conglomerate corporation which is headquartered in San
Jose, California. Rye bridge construction is a civil engineering company with experience of
working on major construction projects across UK country. The present report will cover
discussion about strategies that organisation use to operate in a sustainable and ethical way. In
addition to this, the report will cover discussion about different approaches to corporate social
responsibility of all the three companies and also about differences, measurement of success in
terms of CSR strategies.
MAIN BODY
Part 1
Sustainable approach to business strategy and management
The concept of sustainability is a kind of business approach to create long term value by
considering in which manner organisation operates in the ecological, social and economic
environment. Sustainable business strategy is a kind of strategy which supports in terms of
transformation to a sustainable company from an unsustainable one (Crockett and et.al., 2021).
This kind of strategy supports in creating a pathway which likely to support and drive the
company as a going concern over the long term. For delivering a strategy requires certain kinds
of elements which has been explained into following manner:
 Recognising the strategic context: Under this head, it is important to understand the
local and global sustainability issues which could impact the organisation. Management
requires that focus should be on priority issues so that they can be resolved within a time
frame.

 Clear sustainability vision: Under this head, it is necessary to create a kind of picture of
company with a long term ambition in terms of relevant environmental, social and
economic pressures and trends.
 Plans for action: Under this head, it is necessary to create a plan or strategy which
should be implemented into realistic manner which contains actions and step by step plan
to achieve that particular ambition.
 Timescales: Under this head, it is a timescale which is relevant to the trends identified
for social issues and material environment.
 Reporting and communication: Under this head, it is important to communicate with
clear, meaningful and consistent messages which demonstrates transparency, authenticity
and progress to external and internal stakeholders.
Under the sustainability head, all companies require strategy to attract investment whether they
are taking capital support from private investors or banks and they are publicly listed(FENG and
et.al., 2017). Sustainable approach towards business strategy shows that translation of company
capacity and about market positioning into a series of actions to be conducted over time to meet
stated business objectives.
With respect to Hayward Tyler, their products are well suited to both new and existing
renewable technologies that ranges from high-temperature molten salt loops on concentrating
solar power plants to inverter cooling applications on offshore wind turbines. They offer pump
solutions for both boiler loops and molten salt loops with materials and designs that are uniquely
engineered to suit difficult requirements(Renewables). They also provide sealless pump solutions
in these applications which offers increased reliability and safety as well. They also provide ideal
solutions for off-shore wind farm developments by offering sub mersile pumps and motors. Sub
mersile pump and motors are the perfect parameter for sea water lift and ballast pump
applications. Canned motor pumps also offer best in class reliability for inverter cooling and
transformer.
With respect to Cisco company, their goal is to reduce global scope 1 and 2 greenhouse
gas emissions by sixty percent. Company has increased its efficiency and reduce emissions
across operations through following certain steps. They have implemented over 440 energy
efficiency projects which reduces costs and emissions. Company has procured renewable energy
in the regions where they operate with support of variety of off site and on site sources.

Company has developed more efficient thermal systems for reducing power loss and offer
higher-efficiency power supplies. Cisco is also responsible in terms of social environment where
they have opened up pocketbooks in a big way in the year of 2020. They have donated $ 458 M
in cash and in kind contribution to community impact programs on the global basis.
Cisco company is also focused towards reducing carbon foot print, partners and
employees, engaging customers in efforts to manage their impact on environment and develop IT
solutions to support climate change (Gosine., 2019). Company vision is that to transform the use
of technology in terms of the way they respond towards world environmental challenges. If
company is collaborative and innovative in their approach then they have unique opportunity to
support society lives in an environmental sustainable way.
With respect to Rye bridge development company, company has adopted a strategy in
terms of investment of a fleet of new emission reducing plant machinery(Innovation, safety,
quality and sustainability). All new machines of Rye bridge development company are Ad blue
which supports in reducing emissions of non-nitrogen oxide from the machines. Company also
provided the airport with a new taxiway and de-icing facility that helps the airport to better
manage aircraft ground movements, reduces delays, increases capacity. This kind of facility
helps the proven skills which is required to consistently achieve the standards of airport
environments.
Different approaches to corporate social responsibility
Corporate social responsibility refers to those actions and activities which the business
organisation has to perform for the betterment and welfare of society. There are basically four
approaches to corporate social responsibility which includes obstructive, defensive
accommodating and proactive. Under obstructive head it means that to block or get in the way.
Basically obstructive stance blocks out its social responsibilities and concerned more about the
profits. These type of companies basically known to pollute, deceive customers and exploit their
own employees. Under head of defensive, these kind of companies focus is towards more on
profits rather than performing actions in a socially responsible way(Janssen., 2015). These
companies major focus is towards following the law to ensure that others cannot take legal action
against them. Under head of accommodating head, these companies satisfy all legal requirements
and attempt to meet ethical standards. These companies do not hide their actions and remains
open in the context of why they take particular actions.

Under head of proactive parameter, these companies make ethics as part of their mission
statement and attempts to avoid any harm to the environment or its employees.
Approaches of Rye bridge development in corporate social responsibility
As the Rye bridge is an construction company since 2009 , Rye bridge development is
performing its corporate social responsibility in many ways which is given below.
Safety – The senior level management of Rye bridge development continuously analyses the
safety measures of their labour, employees as well as local public(Jolkkonen., 2019). As Rye
bridge development is an construction company it includes a high risk of loss of life at
construction site so company introduces the insurance facilities for labour, employee as well as
local people.
Environment – Rye bridge development performs their waste management activities effectively.
It continuously performs sustainable development in the region so that future development
cannot be compromised. It enables proper utilisation of natural resources.
Approaches of Hayward Tyler in corporate social responsibility
With respect to Hayward Tyler, the sustainable approach used by the company is
through emphasis on continuous improvement in their processes and systems with support of
their professional relationships(Corporate responsibility).The company is also dedicated towards
communities in which they reside and with support of creative work force that seeks to exceed
and meet the customer expectations. They believe in terms of safety first and focus is towards
customers by listening their requirements and needs. The company is accountable for their
actions and results and they try to fulfil their requirements on time (Püschel and et.al., 2016). If
commitment is not meet out within a time frame then they seek mutually acceptable resolution as
soon as they learn of the situation. Company treats every people with proper care and respect and
focus towards providing excellent services to their customers. The business transactions of the
company are conducted in a fair, trustworthy and forthright manner. Company is also concern
about effective and conscientious use of resources in terms of human and financial parameter.
They also treat the environment into responsible manner.

Approaches of Cisco in corporate social responsibility
Cisco company is committed towards creating equitable access to opportunities for
people and communities around the world. Their focus of efforts is towards technology for good,
environmental sustainability, circular economy and supply chain. Company's focus of efforts is
towards leading a conscious culture, trust and responsibility(Corporate responsibility).Cisco is
putting technology, people and resources to work in service of an inclusive future where
technology gives everyone the tools to thrive. Company always prioritised providing
communities and individuals to opportunities, to support in terms of individuals meet their basic
needs, gain skills and find employment in digital economy.
Differences in corporate social responsibilities strategies of Rye bridge development,
Hayward Tyler and Cisco
Rye bridge development, Hayward Tyler companies both have focus towards safety and
environment factor but Cisco company is not majorly focused towards safety parameter. All the
three companies follows corporate social responsibilities in their own way but all of them have
different approaches towards sustainability (Teodori and Barry., 2016). All the three companies
have different approach towards recycling, waste management and community as well. In this
manner, all the three companies are different to each other in terms of strategies of corporate
social responsibilities.
Measurement of success in CSR strategies
There are certain ways of measuring corporate social responsibilities strategies and it can
be done through benchmarking the business against others. It can also be measured through
performance and by setting targets into appropriate manner. Key performance indicators can also
be taken into consideration for measuring environmental performance. These measurements not
only shows the immediate impact of corporate social responsibility. This kind of measurement
has biggest benefits and it can be the long-term improvement in the reputation. There are certain
key elements of successful CSR strategy which includes customer participation encouragement,
aim for a single focus, align with company offerings, possible to make measurable impact and
relevancy to the right buying community etc. In this manner, success of corporate social
responsibility strategies can be measured.

CONCLUSION
The above stated report concludes that sustainable approach plays a very important role
in terms of business strategy and management. Each company has their different approaches
towards business strategy and management in terms of achieving goals of an organisation. It has
been concluded that corporate social responsibilities are important for an organisational growth
and development and also about their image on a large scale. So these responsibilities are
important in terms of creating an image in the eyes of customers.

REFERENCES
Books and Journals
Almeida, I., 2021. Casa Grande Foundation: Local tourism and social value–the impact beyond
counting. In Cultural Sustainability, Tourism and Development (pp. 147-158).
Routledge.
Crockett and et.al., 2021. The routine clinical implementation of electronic patient-reported
outcome measures (ePROMs) at The Christie NHS Foundation Trust. Clinical
Oncology, 33(12), pp.761-764.
FENG and et.al., 2017. Bibliometric analysis of papers on SCI of preventive medicine supported
by National Natural Science Foundation of China-Based on the Science Citation Index
data for 2011-2014. Journal of Public Health and Preventive Medicine, p.01.
Gosine, A., 2019. Utility sector strengthens security posture with rise of IIoT: Improving
evaluation and certification methods, security audits, and testing provide a foundation
for evaluating Industrial Internet of Things (IIoT) devices. Control Engineering, 66(5),
pp.18-21.
Janssen, M., 2015. Foundation support for media: A boon with strings attached. Society, 52(6),
pp.561-564.
Jolkkonen, R., 2019. Big philanthropies as agents of policy circulation in development:
examining the Bill and Melinda Gates Foundation. In Public Policy Circulation.
Edward Elgar Publishing.
Püschel and et.al., 2016, December. What's in a Smart Thing? Development of a Multi-layer
Taxonomy. In ICIS (Vol. 4801, pp. 1-19).
Teodori, M. and Barry, D., 2016. The Guggenheim Foundation Cross-Border Challenge.
Online
Innovation, safety, quality and sustainability,2021[Online]Available
through:<https://www.ryebridgeconstruction.com/>
Corporate social responsibility,2021[Online]Available
through:<https://www.cisco.com/c/dam/m/en_us/about/csr/esg-hub/_pdf/csr-report-
2020.pdf/>
Corporate responsibility,2021[Online]Available
through:<https://haywardtyler.com/about/corporate-responsibility/>
Renewables,2021[Online]Available
through:<https://haywardtyler.com/industries-we-serve/renewables/>

Part 2
Reflection
Week 6
During week six, while at the time of learning I was not feeling confident about the unit
because I don't have deeper clarity about the unit. In this week I have used two important
business skills which are communication skills and problem solving as well. These two skills are
important from point of view of professional and academic level. At professional level
communication and problem solving skill helps me in terms of creating strong bond with my
team members and also gives me confidence level to face challenges into positive manner. At
academics level these two skills gives me confidence level to perform in the class into
appropriate manner. At the time of learning, I have realised that I have to develop two important
skills which are numeracy and ICT. Within the business context, numeracy help me in terms of
solving technical issues and ICT which will be helpful in terms of my professional development.
This skill is related to Microsoft Office which act as major advantage in terms of creating and
developing files into positive manner. While I was learning in this week, I was feeling very
excited because I got the opportunity to learn something new and also have a chance to open
myself to number of people. While I was learning these skills then I felt confident towards my
studies and felt positive in terms of my growth and development. At the end of the week, I was
feeling motivated towards my career into positive manner.
Week 7
During the week seven, while at the time of learning I was feeling confused about the
unit because I have various kinds of doubts with respect to this unit. In this week, I have used
two business skills that are problem solving and working with others skill as well. These two
skills are very important from point of view of professional context because it is really important
to have coordination with your team members so that work can be executed into positive manner.
Problem solving skill is also important because it is supportive in terms of resolving conflicts
among team members so that targets can be achieved within a set period of time. I have realised
that I need to develop two important skills that are numeracy and ICT as well. ICT skill is
helpful in terms of developing and presenting information as well and also designs effective
learning experiences and also create rich learning. Numeracy skill is also helpful in terms of

taking financial decisions of an organisation. I was feeling very overwhelming while learning in
this week because I can explore my field into positive manner.
In the general manner, I was feeling very enthusiastic towards my studies so that I can
work more hard towards my career into positive manner. Now I take more interest in my studies
because I have clarity about all my doubts and concepts as well. So I was feeling very happy
towards my studies into motivated manner.
Week 8
At the start of week eight, I was feeling very serious about learning the particular unit
because I was very nervous whether I can learn learn particular unit or not. In this week, I have
used two key business skills which are communication business skill and working with others
skill. Communication skills are very important from professional and academics level as well.
Communication skill is supportive in terms of conveying message and information into positive
manner to other people so that no confusion arises in terms of executing the task into result-
oriented manner. When I have proper coordination with other team members then I can easily
execute the work within a time frame. My experience while learning this week is full of ups and
downs because I have to face difficulty in terms of adapting the things into appropriate manner.
I was feeling very confident about my studies in general manner because I finally learnt the unit
into appropriate manner and can implement it into realistic manner as well. At the end of the
week, I was feeling very inspired because I have learnt the difficult unit and face my own
challenges in terms of learning into positive manner. I was happy that I overcome all my
challenges into result-oriented manner. That's why this unit learning makes me more confident
and enhances my personality as well.
Week 9
At the start of week, I was not sure that whether this learning is helpful for me or not in
my further progression. I have used two important business skills in this week which are working
with others business skill and problem solving as well. While I was learning from the business
context, I have to face difficulties in terms of small things related to it. Problem solving is a skill
that can be helpful in any kind of situation whether it is at professional or at personal level.
While I was learning I felt that I need to develop two important skills. It includes ICT and

numeracy as well. These two skills are helpful in terms of developing my practical aspect and
solving the problems into realistic manner at personal and professional level.
When I was gaining experience of learning in this week, I was facing difficulties in
frequent manner because I was not enough sure about whether this learning can be helpful for
my further development or not. I was feeling neutral towards my studies because it s very
difficult for me to learn about this unit and complete it into positive manner. At the end of week,
I was feeling involved with my team members and classmates as well because I have interacted
on large scale with number of people so that I can ensure that this learning will be helpful for my
career growth into positive manner.
Week 10
At the start of week, I was feeling very interested about this unit because I really want to
learn it into fast pace manner. In this week I have used two skills which are problem solving skill
and working with others skill as well. These two skills are very important from point of view of
professional context because it is really important to have coordination with your team members
so that work can be executed into positive manner. Problem solving skill is also important
because it is supportive in terms of resolving conflicts among team members so that targets can
be achieved within a set period of time. I have realised that I need to develop two important
skills that are numeracy and ICT as well. ICT skill is helpful in terms of developing and
presenting information as well and also designs effective learning experiences and also create
rich learning. Numeracy skill is also helpful in terms of taking financial decisions of an
organisation. My experience during this time period of learning was very excited because I got
the opportunity to learn in an out of box manner. In general I was feeling very confident about
my studies because I have gained knowledge into result-oriented which will be helpful for my
career advancement. At the end of week I was feeling serious because I have to do lots of
practice and repeat the concepts on regular basis so that I can learnt these concepts for longer
period of time.