Corporate Social Responsibility: Policies and Program Analysis Report

This report provides a critical analysis of corporate social responsibility (CSR) with a focus on the impact of CSR policies and programs on brand image and sustainable development. It examines a case study involving United Airlines, highlighting issues related to employee behavior, customer service, and the violation of consumer rights. The report discusses the importance of CSR in building a positive brand image, attracting employees, and fostering good relationships with stakeholders. It covers the economic, social, and environmental benefits of CSR, including the implementation of social policies, programs, and their impact. The analysis includes the challenges and benefits of CSR implementation, the role of effective communication, and the importance of ethical practices. The report also discusses the role of CSR in the airline industry, addressing environmental concerns, social equity, and the need for effective CSR strategies to enhance a company's reputation and attract investment. Overall, the report emphasizes the importance of CSR in achieving sustainable development and creating a positive impact on society and the environment.

CORPORATE SOCIAL
RESPONSIBILITY

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
The term corporate social responsibility is internal part of an organisation. The main aim
to bring this function in organisation is to build strong brand image of company. Objective of
firm is to maintain sustainable development by managing operation in order to enhance
economic growth together with environmental protection (Simonsohn, Nelson and Simmons,
2016). In this report following activities are to be focused to find out critical analysis of policies
and programme of CSR, furthermore the assignment need to focus on specific area of case.
MAIN BODY
The term corporate social responsibility means handling operations of the firm in
responsible way. In a case it has been identified that the person named Dave Carroll who was
travelling through united airline during his journey his consumer right was exploited because of
misbehaviour of staff member. In luggage, he had guitar which has been violently thrown by the
baggage handlers. When he came to know about such incident, they simply ignored him and not
did any help. After arrival at the place he has found that his guitar smashed badly. Then Carol
decided to take action in relation to get compensation about their mislead behaviour and he was
looking for positive response. When he discussed the issue with higher authorities he didn't
receive any kind of optimistic reply from them. Then he decided to write songs on such incident
and later on uploaded it on you-tube.
The name of the video was as 'United Breaks guitar'. He has received millions of views
on his first upload about such incident, then the daily newspaper and magazines picked up the
story and spread in whole of world. In this manner, the role of corporate social responsibility in
relation to manage the brand image of company has been violated (Tarone, Gass and Cohen,
2013.). The viewers started posting negative comments on the video which was uploaded. Then
company start to provide effective training to their employees so they can learn about how to
behave with their valuable customers. Then Carroll decides to denied the amount of
compensation offered by united airlines instead he told them to donate this sum of money to any
charity organisation. This case study has given meaningful lesson about employee’s services to
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their customer. With help of this kind of approach, the firm can able to maintain its strong brand
image in market.
This report is discussing on issues of corporate social responsibility and their services in relation
to customers. The practices policies and programme should be specifically addressed so it can be
fulfilled in large extent. As per this case scenario has stated that the structure of the rules and
regulation of corporate social responsibility are effectively framed. The united airline took
various effective step in order to develop the policies in manner which can help in maintaining
the strong brand image of company. This thing are to be in strategic and systematic way. The
companies are having various responsibility in the field like economic, social, culture Legal etc.
each should be structured in expertise way. The united airline starts to give training facilities to
their employees so they know how to behave with their passengers. It can be said that many
charitable and non profit organisation can have huge amount of benefit from programme of
corporate social responsibility.
The strongly following of corporate social responsibility programme can help in manner
to enhance the brand image of company (Tarone, Gass and Cohen, 2013.). It helps in the manner
to create the positive environment which helps to boost sales and can attract the desired
employees. Every one are beneficial when company is focusing on social responsibility. The
corporate social responsibility mainly focus on three area are as implement social policies,
programmes and impacts. The main aim is to focus on company core values, beliefs and their
objective in relation to social concern. This can be implement with the help of social
programmes of activities, measures and their effective methods. The united Airline state is taking
various steps in relation to manage the impacts of environment in relation to environment
management system. The evaluation process is very difficult in manner to have effective solution
in this regard. The main aim of making corporate social responsibility is to find out the area in
which is firm is taking responsibility of its decision and activities (Wiek and Lang, 2016.). With
the help of this activity firm can have various kind of benefit are as- the ability in manner to have
positive effect on community.
It helps in delivering public value outcomes by focussing on how their services can help
in relation to make difference in community. To be an employer of your choice is inclusive of
activities in relation to maintaining work life balance, positive working condition so person can
work in flexible manner. It also very supportive to become more attractive to potential future
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employees who are looking forward for better work place with effective practices of socially
responsible practices, sound morale and ethics of any entity. It clearly defines the way to
company to teach new skills to staff. In this manner employees can be passionate about to learn
something new which can help in manner to enrich their own perspective of organisation
(Lushey, C. J. and Munro, E. R., 2015). To maintain relation with client is very essential for firm
like united airlines because it provides way to ties good bond and foster better relation with both
new and existing clients. By this way company can deliver the better services to their customer.
The report is based on the issues and benefits of corporate social responsibility which is based on
working of United airlines.
Illustration 1: corporate social responsibility
(source:Perner, Citerio, and Joannidis, 2015)
§
The main theme of following this is to create happy environment in firm. With the help
of effective CSR policies, practices work in manner to promotes good understanding,
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communication and interaction with company and their stakeholders. It is very essential in
relation to create trust between workers which help them to bring sustainable development of
country and society. It helps in providing corporate and economic benefits to firm. The
commitment with CSR is very necessary in order to make easier to recruit and retain employees.
Mainly worker want to work in the company where there is firm worry about well being of their
employees and provide good working condition. It is to be noticed hat if workforce is in happy
environment then it can help to have more productivity and profitably in organisation. The
proper implementation and execution of CSR policies help in way to increase to goodwill value
of company good image plays the vital role in order to gather the attraction of investors. CSR has
become important part of business model.
According to Gass, S. M., (2015) Airline have become important part of tourism sector,
and high performance are expected from them as they play important part in the context of social
and economic benefits. They have different opinion and said that from quite few times airlines
industry are operating against the social responsibility because of its nature. The major problems
which airlines faces are the environmental problem how the fuel consumption of these lines are
higher, how there emission of carbon dioxide, and nitrogen is great hazard toward the
environment. It is also responsible for major noise pollution. United Airlines to overcome this
problem had taken Corporate social responsibility (CSR) under consideration. The working of
united airline can be understood with following examples are as-
11 To earn more amount of selling they did overbook in this way they came to random
passenger to give up his sear he refused, being doctor he said he has to see patients by
next morning, after asking his many time the crew member called security office and
dragger that man forcefully out the plan, at that time his face hit by something and get
bloodied near lips and he was continuously shouting in repeated manner like just kill me.
The behaviour was with him in totally humiliated manner which has also spoiled the
brand image and policies of corporate social responsibility also get violated.11 In this the two teenage girl who was part of crew member took out from boarding a plan
because they wear leggings, which was not as per dress code policy of united airline.
With they the officer use very bad language, in this manner they behave with them in
wrong manner due to which the rights of corporate social responsibility been violated.
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To overcome noise pollution Gass, S. M., (2015) The corporate social responsibility is
taking various effort in order to make environment free from such polluted activities. Wiek, and
Lang, (2016) commented the lacks effective communication is the main reason for the failure of
this strategy he said. even though efforts were made in right direction. Even though company has
started using CSR method to deal with this problem and said that they are ongoing trough
different process to control the emission of CO2, but no actual process had been made through to
reduce this. Even in current time the emission of carbon dioxide is of much high rates. Wiek and
Lang, (2016) said that even though the reduction of carbon dioxide has not stopped but it has
reduced to some major and company have started taking action in that regard like trying to
control fuel consumption, using fuel efficient aircraft. even suggested introducing research
project about reducing the emission of CO2. Other than that company also promote recycle to
reduce waste, together with this, the company also promote reducing the use of paper, nowadays
many steps' have taken in that regard but the major change which have come forward is that,
stopping the use of paper to prepare tickets which has been widely accepted. United Airlines
also have started many programmes to tackle different problems. To deal with the social and
economic problems faced by airlines Mackey, and Gass, (2015) viewed environmental
education programme as highly efficient. This programmes were introduced to help employee to
be more socially responsible and also to teach him the benefit of it. Leary, M. R., (2016) said that
even though many programmes were made for employee benefits, still the major complains,
have been about the incompetence of employee. According to Perner, Citerio, and Joannidis,
(2015) stated that him new policy of airline has been made in while keeping the concept of CSR.
As its already know that airline are major part of tourism and transport, so importance are given
to the social equity and diversity. Policies are made giving special preference to society, like
giving equal opportunities to disable people, involvement of women in management etc.
(Corporate social responsibility, (2017) argued that even tough company have all these policies
about equity and equal opportunities, but it’s all in theory and still lacks in implementation
process. If company is working under the total control of CSR policies and programmes then the
reputation of firm can be enhanced. An effective and efficient practices of CSR always give good
publicity of firm. Sometime due to CSR policies the cost of production of expenditure can be
increased. With this effect the cost of the product raise and customer start to prefer other
services. The United airlines is taking various effective role to manage the cost of production so
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they can provide goof facilities to their customer within economical price. In this given the
policies of CSR was exploited just because the employee are not treating in well manner with
their customers. It is very helpful in order to meet the expectation of internal and external
stakeholder. It provides economical social and environmental benefits to their stakeholders. If
company is engage in the activities of CSR policies and programmes then it also leads to attract
investment from other firms and industry as well. The government of the country also wishes to
invest in the firm in which there is properly following rules and procedures of corporate social
responsibility Simonsohn, Nelson and Simmons, (2016). With the help of this kind of activity the
competitors of the company can be increase and they can work in manner to provide service at
lower cost. In this case people used to give little extra cost because firm is taking initiative steps
to cope with sustainable development.
CONCLUSION
The term corporate social responsibility means to working in the effective manner in
relation to activities like framing decision, taking initiative in regarding society and environment.
It is very helpful in way to build strong image of company so it can contribute to sustainable
development with promoting health and welfare of society. This assignment has been focused on
the case study which reflects right of the passenger to receive accurate services was exploited. In
this manner image of the company also decreased. The policies of CSR are implementing to
maintain profitability and strong reputation of firm. Some companies are having selfish motive in
order to execute policies of CSR so it can be able to maintain good public relation.
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REFERENCES
Journal & Book
Leary, M. R., 2016. Introduction to behavioural research methods. Pearson.
Lushey, C. J. and Munro, E. R., 2015. Participatory peer research methodology: An effective
method for obtaining young people’s perspectives on transitions from care to adulthood?
Qualitative Social Work. 14(4). pp.522-537.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Perner, A., Citerio, M., and Joannidis, M., 2015. Year in review in Intensive Care Medicine
2014: II. ARDS, airway management, ventilation, adjuvants in sepsis, hepatic failure,
symptoms assessment and management, palliative care and support for families,
prognostication, organ donation, outcome, organisation and research methodology. Intensive
care medicine. 41(3). pp.389-401.
Simonsohn, U., Nelson, L. and Simmons, J., 2016. Research Methodology, Design, and
Analysis. Annual Review of Psychology.
Tarone, E.E., Gass, S.M. and Cohen, A.D., 2013. Research methodology in second-language
acquisition. Routledge.
Wiek, A. and Lang, D.J., 2016. Transformational sustainability research methodology. In
Sustainability Science. Springer
ONLINE
Corporate social responsibility, 2017 [Online]. Available through:
<http://www.prnewswire.com/news-releases/harris-poll-united-airlines-corporate-
reputation-takes-a-nose-dive-300448557.html>. [Accessed on 9th September 2017].
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