The Significance of CSR for Sustainability and Competitive Advantage

This report examines the corporate social responsibility (CSR) practices of the Sunborn London Yacht Hotel, focusing on their contribution to sustainability and competitive advantage. The research employs a qualitative method, including a survey of hotel employees to assess their understanding and perceptions of CSR initiatives. The report outlines the aims and objectives of the research, a work breakdown structure, and a Gantt chart. The analysis explores various themes derived from the survey responses, such as employee knowledge of CSR, its impact on business productivity, and the role of CSR in achieving competitive advantage. The findings highlight the importance of stakeholder engagement, environmental protection, and ethical practices. The report concludes with an analysis of the hotel's current CSR policies and suggestions for improvement, emphasizing the significance of social values and environmental contributions for long-term sustainability and competitive advantage. The report also includes a discussion on research methodologies and tools used to ensure validity and reliability.

MANAGING SUCCESSFUL BUSINESS PROJECT
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TITLE: CSR AND ITS SIGNIFICANCE FOR SUSTAINABILITY AND COMPETITIVE ADVANTAGE
TASK 1
P1 Devise project aim and objectives
CSR is a process which reflects organizations responsibility for the actions which
company encourages to enhance positive impact through its activities for the environment,
consumers, employees, communities, stakeholders and all public members (Mallin, 2009). In
CSR, companies usually reflect their responsibilities towards environmental protection along
with the practices they have taken to manage their social responsibilities (Hopkins, 2007). Thus,
in this respect the present study has been made on Sunborn London Yacht Hotel which operates
its business in London as a small scale hotel. In this respect, benefits of CSR activities have been
stated in the present research work along with its contribution in competitive advantage. In the
study, detailed background about corporate social responsibility have been stated so as to
comprehend the entire concept in optimistic manner.
Aim
The aim of present research study is to identify the importance of corporate social
responsibility to achieve competitive advantage and sustainable development. The study has
been developed on Sunborn London Yacht Hotel.
Objectives
 To identify the concept of corporate social responsibility and sustainable development
 To ascertain the importance of CSR on business performance and productivity To suggest the strategies through which business can gain competitive advantage through
CSR practices
Research question
 Analyse the role of corporate social responsibility for improving organization’s
performance?
 How corporate social responsibility contributes in achieving competitive advantage and
sustainable benefits?
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As stated the plan has been covering all such stages through which the entire process of
carrying the research study will be carried out. According to the specific budget, the entire plan
has been carried out which is also expected to bring quality outcomes after the completion of the
research study (Crane and Matten, 2010). The plan will be communicated to all the respective
people through the means of direct contact. The plan will also assist in reducing all the risk and
resources associated in the project.
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P3 Produce a work breakdown structure and a Gantt chart
TASK 2
P4
Qualitative method has been used in the research study for the purpose of analysing the
importance of corporate social responsibility in attaining competitive advantage and sustainable
benefits. Thus, in this respect survey has been carried out which also aids the researcher to
specify the importance of CSR in company’s performance and productivity (Bueble, 2009). In
this respect, survey has been conducted and questions have been asked from the employees of
Sunborn London Yacht Hotel.
Questionnaire
Name -
Age -
Gender -
Designation -
Q1. Do you have any knowledge about Corporate Social Responsibility?
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 Yes
 No
Q2. Do you think that CSR activities are crucial for business productivity?
 Yes
 No
 Sometimes
Q3. Do you agree that CSR practices contributes in attaining competitive advantage?
 Highly agree
 Agree
 Disagree
 Highly disagree
 Neutral
Q4. Under CSR activities, proper attention should be given towards:
 Stakeholder’s interest
 Environmental protection
 Ethical and legal practices
 All the above
Q5. Which CSR activity has been adopted by your company?
 Environmental support
 Proper engagement of stakeholders
 Social contribution
 All the above
Q6. Do you agree that with the help of CSR activities, long term sustainability can be
acquired?
 Yes
 No
 Not always
 Always
Q7. According to you, how can a company initiate for its corporate responsibilities?
 Meeting all the requirements of stakeholders
 Meeting the needs of customers
 Protecting the environment
 All the above
Q8. Are you satisfied with the existing CSR policies of Sunborn London Yacht Hotel?
 Yes
 No
 Do not know
Q9. Do you agree that corporate social responsibility encourages ethical liabilities of the
company?
 Highly agree
 Agree
 Disagree
 Highly disagree
 Neutral
Q10. What changes would you like to observe in company’s CSR practices?
 Financial stability
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 Consideration on social values
 Contribution in environmental protection
Analysis
Theme 1 Knowledge about Corporate Social Responsibility
Criteria Responses
Yes 10
No 5
It is analysed from the study, 10 employees states that they have knowledge about
corporate social responsibility and they absolutely know what practices are included in CSR
responsibilities. They further added that organization is observed to handle a lot of social
responsibilities through environment and social aspects. At the same time, 5 employees said that
they have no idea regarding this as they are new to the organization. Thus, it can be said that
looking towards organizational dimensions, it is clear that Sunborn London Yacht Hotel is
engaged in managing corporate social activities.
Theme 2 CSR activities are crucial for business productivity
Criteria Responses
Yes 10
No 2
Sometimes 3
Above analysis states that, 10 employees of Sunborn London Yacht Hotel said that CSR
activities are imperative for business productivity as that enhances the moral responsibilities and
social prospects of the hotel. Apart from this, 2 employees said that involvement in CSR
activities does not have any role in business performance and productivity aspects. Remaining 3
said that CSR activities sometimes contributes in enhancing business performance and
productivity. They further added that involvement in CSR activities leads the business to acquire
the attention of customers and other business activities.
Theme 3 CSR practices contributes in attaining competitive advantage
Criteria Responses
Highly agree 7
Agree 3
Highly disagree 2
Disagree 5
Neutral 3
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While asking this question, 7 employees marked to highly agree and they also said that
till the date, the business has acquired numerous benefits through meeting social responsibilities.
While on the other hand, 5 marked it to disagree and they also added that they have not noticed
any such thing. 3 employees were neutral and 3 agreed for the same and remaining 2 marked to
highly disagree. Therefore, as per the responses of majority of employees, it can be said that
CSR activities plays a crucial role in attaining competitive advantage. Further, it also generates
business competitive aspects.
Theme 4 CSR activities requires proper attention on stakeholder’s interest, environmental
protection and ethical practices
Criteria Responses
Stakeholder’s interest 5
Environmental protection 5
Ethical and legal practices 5
All the above 5
When the subsequent question is being asked, 5 employees agreed for stakeholder’s
interest, 5 agreed for environmental protection, 5 said ethical and legal practices and remaining 5
marked for all the above. Thus, from the collected responses, it can be said that CSR is an
association of all such activities which is extremely beneficial for the company’s performance.
At the same time, it can be said that, it is crucial for the business to emphasize on all these
mentioned dimensions so that success and profitability aspects can be enhanced.
Theme 5 Social contribution (as a CSR activity) has been adopted by the company
Criteria Responses
Social contribution 12
Environmental support 5
Proper engagement of stakeholders 2
All the above 1
At the time of asking this question, 12 employees of Sunborn London Yacht Hotel said
that in terms of social contribution, the company is highly active in social and corporate
responsibilities. Further, 5 employees said that the hotel is actively engaged in environmental
support in which it hugely contributes in environmental development. Remaining, 2 employees
said that the hotel ensures proper engagement of stakeholders as they are the major players of the
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company. Lastly, 1 employee marked for all the above. Henceforth, it is evident that the
subsequent hotel entity has been following all its CSR responsibilities in appropriate manner.
Theme 6 Long term sustainability can be acquired with the help of CSR activities
Criteria Responses
Yes 9
No 3
Not always 3
Always 5
As per the responses of 9 employees, it is clear that CSR activities helps the business
entity to achieve long term sustainability. Further, 5 employees said that CSR activities always
assist in acquiring long term sustainability; hence it is highly beneficial for Sunborn London
Yacht Hotel. Other than these, 3 employees marked for not always and 3 marked for no which
contends that CSR activities has no role in obtaining long term sustainability benefits. However,
as per the responses it can be said that CSR is highly important for the business aspects.
Theme 7 Protecting the environment assist the company to initiate in its corporate
responsibilities
Criteria Responses
Meeting all the requirements of stakeholders 5
Meeting all the needs of customers 3
Protecting the environment 10
All the above 2
As per the responses of 10 employees, it can be said that protecting the environment
assist the hotel entity to initiate in corporate responsibilities. Considering the same, it is also
clear that this can aid the hotel to reduce pollution and other environment related issues. Further,
5 employees said that meeting all the requirements of stakeholders could assist the hotel in
contributing in CSR activities and 3 employees emphasized on meeting all the needs of
customers through contributing in quality facets. Remaining 2 marked for all the above; hence it
is clear that having all such dimensions could assist the hotel to initiate for its social
responsibilities.
Theme 8 Employees are satisfied with the existing CSR policies and activities of Sunborn
London Yacht Hotel
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Criteria Responses
Yes 12
No 5
Do not know 3
While asking this question, 12 employees said that they are satisfied with the existing
CSR practices of Sunborn London Yacht Hotel; thus this proves that the subsequent hotel is able
to protect its business through contributing in CSR activities. However, on the other hand 5
employees said no they are not satisfied with the CSR activities of the hotel as they know that the
company needs to adopt several other ways as well through which corporate responsibilities can
be enhanced. Remaining 3 said that they do not know anything about this prospect; hence they
were neutral regarding the same.
Theme 9 Corporate social responsibility encourages ethical liabilities of the company
Criteria Responses
Highly agree 8
Agree 6
Highly disagree 2
Disagree 2
Neutral 2
During this question, 8 employees said that they highly agree to this that CSR encourages
liabilities of the company. Further, 6 employees agreed to this, 2 marked for highly disagree, 1
was neutral and rest 2 employees disagree with the fact. Therefore, according to the collected
data, it is stated that under corporate responsibilities, it is crucial for the business entity to
emphasize on legal prospects as that could also enhance prosperity and success facets.
Theme 10 Employees of the hotel would like to see more consideration on social values
from company’s side under CSR practices
Criteria Responses
Financial stability 2
Consideration on social values 12
Contribution in environmental protection 6
The responses collected are quite contradict as employees had various opinions regarding
the areas of improvement. Henceforth, while collecting the responses, 12 employees said that
they would like to see more consideration on social values so that competitive advantage can be
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acquired. Further, 6 employees said that they would like to enhance the level of contribution in
environmental protection and remaining 2 marked for financial stability.
TASK 3
P5
Apart from this, several research tools are also utilized for the purpose of enhancing the
validity and reliability of research, hence in the below section, all the methods are being
discussed that are used to reach towards the research aim and objective (Sreedharan, 2007). In
terms of specifying difference between Quantitative and Qualitative research methods, it can be
said that statistical tools are being used to showcase the responses of participants regarding
research work. Information about the selected methodologies are stated as follows: Research approach: Research approach is an essential part of the research study which
gives shape to the entire research work. The categories of research approach are
deductive and inductive. According to generalised term, deductive approach accounts
with hypothesis; whereas inductive approach emphasizes on data analysis for the
purpose of enhancing scope of the study (Saunders and et.al., 2007). Along with this, the
present research study has been using inductive research because it has a direct
integration with qualitative research and different perspectives can also be explored with
new phenomena. Inductive approach is highly suitable for the study since the approach
does not implement formulating disregarding theories at the time of analysing research
questions and objectives. Researcher has selected this as this inductive reasoning is
based on learning from experience (Sapsford and Jupp, 2006). Research philosophy: Research philosophy shows that research procedure is going in a
specific area; hence it shows clear scope of all the tools and methods (Positivists vs.
Interpretivists. 2009). It can be categorized in two categories such as positivism and
Interpretivism and this study has been using Interpretivism ideology because it is
associated with the philosophical interpretation of idealism and it can also be used
together with different approaches. Researcher has selected this approach because
Interpretivism studies usually implements on meaning and it may also employ various
methods for the purpose of reflecting different aspects of the research issue (Stake,
2005).
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 Data collection: It is an important section of study where data is collected in which
researcher access different sources through which relevant data about the subject matter
could be acquired. Through data collection techniques, data has been collected from
wide range of sources. The techniques can be divided in two different categories such as
primary and secondary and in the present study, both the techniques have been
undertaken (Primary and secondary sources. 2012). Under primary research, survey is
conducted in where questionnaire has been provided to the employees of Sunborn
London Yacht Hotel to get their responses about corporate social responsibilities.
However, under secondary research, books, journals and articles have been reviewed
thoroughly. Using both the sources of data collection has amended the value of research
study (Salkind, 2010). Data analysis: This section analyses the responses of the participants on the basis of two
major techniques such as Qualitative and Quantitative. In the present study, researcher
has applied Qualitative method under which Thematic analysis is being conducted. The
responses of employees have been clearly stated in this section with the help of charts,
tables and diagrams (Orb, Eisenhauer and Wynaden, 2001). Ethical considerations: Under ethical values, researcher is required to conduct the entire
study with ethics and in appropriate manner; henceforth for such purpose authentic
content needs to be included as mentioned in the study. This is critically required in
terms of enhancing validity and reliability of research study (Olsen, 2011). Further,
regarding terms of confidential, information about the participants must not be disclosed
as secrecy should be maintained in all manner. Along with this, prior engaging any of the
participants in research study, researcher must get consent from the respective
participants. In the present research study, researcher has provided right of withdraw to
the participants wherein they can anytime withdraw from the research procedure
(Marlow, 2010).
 Research limitations: The major limitation of the study is time and money constraint in
which researcher had faced a few issues. Due to limited budget, researcher had to give
huge emphasis on resource allocation procedure so that financial resources can be
optimally utilized (Linderoth and et.al., 2006). Apart from this, too much time was
consumed while framing research aim and objectives. At the initial stage, researcher
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