The Effect of CSR on Business Performance: A Case Study of Asda

This report examines the effect of Corporate Social Responsibility (CSR) on the business performance and productivity of Asda, a major UK retail chain. The study investigates the challenges Asda faces in implementing CSR programs, including issues related to environmental sustainability, charitable donations, and corporate activism. The research employs a mixed-method approach, combining quantitative and qualitative data collection through questionnaires and analysis. The report reviews the concept of CSR within the UK retail industry, analyzes the collected data, and presents key findings on the relationship between CSR initiatives and Asda's financial performance, brand image, and employee engagement. The conclusion provides recommendations for Asda to overcome CSR implementation barriers and improve its overall business outcomes, offering strategies for enhancing customer loyalty, attracting investors, and retaining talented employees. The study highlights the importance of CSR in today's competitive market and its potential to create a positive impact on both business and society.

Identify the effect of corporate
social Responsibility on business
performance. A Case Study of
Asda

Table of Contents
1. INTRODUCTION.......................................................................................................................4
1.1 Background of Research................................................................................................4
1.2 Organisational Background..........................................................................................5
1.3 Significance of problem..................................................................................................5
1.4 Statement of purpose......................................................................................................6
1.5 Statement of the problem...............................................................................................6
1.6 Aim and Objectives........................................................................................................7
1.7 Research Questions........................................................................................................7
1.8 Dissertation structure.....................................................................................................7
2. LITERATURE REVIEW............................................................................................................9
2.1 Challenges faced by Asda while implementing a corporate social responsibility program
within a business.....................................................................................................................9
2.2 Concept of corporate social responsibility.....................................................................11
2.2.1 Environment Sustainability....................................................................................13
2.2.2 Charitable donations...............................................................................................13
2.2.3 Corporate activism..................................................................................................14
2.3 Effect of corporate social responsibility on business performance and productivity.....14
3. Research methodology...............................................................................................................17
3.1 Introduction....................................................................................................................17
3.2 Research philosophy.......................................................................................................17
3.2.1 Positivism...............................................................................................................17
3.2.2 Interpretivism..........................................................................................................17
3.2.3 Pragmatism.............................................................................................................17
3.2.4 Justification of the choice.......................................................................................18
3.3 Research Approach.........................................................................................................18
3.3.1 Deductive................................................................................................................18
3.3.2 Inductive.................................................................................................................18
3.3.3 Abductive................................................................................................................18
3.3.4 Justification of the choice.......................................................................................18

3.4 Research method............................................................................................................19
3.4.1 Quantitative.............................................................................................................19
3.4.2 Qualitative...............................................................................................................19
3.4.3 Mixed method.........................................................................................................19
3.4.4 Justification of the choice.......................................................................................19
3.5 Research Strategy...........................................................................................................20
3.5.1 Questionnaire Survey..............................................................................................20
3.5.2 Interview.................................................................................................................20
3.5.3 Mixed of both.........................................................................................................20
3.5.4 Justification of the choice.......................................................................................20
3.6 Sources of Data Collection.............................................................................................21
3.6.1 Primary data collection...........................................................................................21
3.6.2 Secondary data collection.......................................................................................21
3.6.3 Justification of the choice.......................................................................................21
3.7 Sampling.........................................................................................................................21
3.8 Reliability.......................................................................................................................22
3.9 Validity...........................................................................................................................22
3.10 Ethics............................................................................................................................22
3.11 Limitations of the research...........................................................................................22
4. Data analysis and findings.........................................................................................................24
4.1 Frequency distribution....................................................................................................24
4.2 Data Interpretation..........................................................................................................25
5. Conclusion and recommendations.............................................................................................35
References......................................................................................................................................39
Appendix........................................................................................................................................41
Questionnaire:.......................................................................................................................41

1. INTRODUCTION
1.1 Background of Research
This investigation is based on identifying the effect of corporate social responsibility on
the business performance and productivity of business. Corporate social responsibility generally
reflects the accountability and commitment of the business to contribute to the wellbeing of
society and communities through different social and environmental measures (Wang, Zhang,
and Zhang, 2020). It is also considered as the important ideas that a company should play a
positive role in the community as well as consider the social and environmental impact of
business decisions. It is increasing more important in today’s competitive world as well as can
take on different forms such as pro-bono work, donating products, volunteering activities,
contributing finance or money, employee community service days, eco-friendly practices along
with the other creative activities. Corporate social responsibility plays an important role in
improving the brand image of business and also helps in attracting large number of customers
towards the company (Bacinello, Tontini and Alberton, 2020). It helps company to increase
employee retention and engagement. As today employees seeks for a higher purpose other than
their salary package. They like to enjoy working on those companies that have positive public
image. CSR initiatives of the company incorporate volunteering programs that foster certain
values like loyalty and empathy in the business. It results better teamwork along with the
camaraderie in between employees. Operating business sustainably came at a huge cost to the
company but it save their operating cost later. By implementing solar plants in the business may
become more costly for the company in starting but it saves their cost later by decreasing their
electricity expenses. It also help company to protect the environment also as more consumption
of electricity may harm their business. Besides this, corporate social responsibility can improve
the perceptions of customers towards their brand. Today’s corporate world, the competition is
very stiff and it an create challenging for the company in order to set themselves different in the
eyes of their customers. Companies can take social responsibility more seriously in order to win
consumers and develop a platform for marketing and earning attention of their audience. There
are mainly four types of CSR efforts which can be implemented by the organisation such as
volunteer projects, environmental initiatives, ethical labour practices and charity work. With the
help of the CSR program, company can improve the morale and motivation level of employees

within workplace (Hernández, Yañez-Araque and Moreno-García, 2020). It also helps in creating
stronger bond between corporations and staffs so that they can feel more connected and work
productively. The main role of corporate social responsibility is to give back to the community
and provide positive social value. Organisation generally turns to corporate social responsibility
for making difference and building positive brand (Hou, Lu and Hung, 2019). Thus, CSR plays
an important role within business as it helps in improving customer perception about the brand,
increases the appeal to investors and also attracts and retain talented employees within
workplace.
1.2 Organisational Background
The chosen organisation for this investigation is Asda, it is retail brand that focuses on
offering wide range of products and services to its customer including grocery, financial services
and general merchandise. The brand was established in 1949 by Peter and Fred Asquith and Sir
Noel Stockdale. The vision of the brand is to encourage everyone to be honest and open. Strategy
of Asda is to strengthen their business and also its supply chain unit in order to fulfil the need
and demand of customers. The aim of Asda is to make life easier for the customers and offer
them better quality of products and services. Asda ensures that their customers may feel satisfied
with the products and services of brand so that strong customer base can be created. The brand is
considered as one of the renowned supermarket chains. Beside its supermarket, the organisation
also offers assistance for insurance and payment services and also mobile phone provider. Thus,
Asda is successful for offering low-cost products to its consumers which help in attracting them
and improving the business performance.
1.3 Significance of problem
The problem which is being identified within this research is that organisation faces
various issues while implementing effective corporate social responsibility program within
workplace. These problems can create a great impact on the overall business productivity and
performance (Kraus, Rehman and García, 2021). It is necessary for an organisation to mitigate
these issues as it can create a negative impact on the brand image and reputation. The importance
of this problem is that it can enhance the brand loyalty among the customer due to which the sale
and profitability of the business increases. Thus, it is necessary to overcome the issues as it helps
in enhancing the success rate of business. Reducing the challenges while implementing corporate

social responsibility can help in increasing the financial performance and organisational growth
of business.
1.4 Statement of purpose
The main purpose of conducting this research is to identify the effect of corporate social
responsibility on business performance. Corporate social responsibility plays a significant role
within business as it helps in making business profitable and also increases customer loyalty
(Javed and et. al., 2020). Therefore, corporate social responsibility also boosts the engagement of
employees as they prefer to perform in the company that are more socially and environmentally
concern (Zhong, Ren, and Song, 2022). Thus, the rationale behind conducting this research is to
examine the mellifluence of CSR activities on the performance and productivity of business.
This investigation focuses on providing detailed understanding about the role of corporate social
responsibility for enhancing the business performance. This research also focuses on achieving
the dual perspective of the investigator such as personal and professional perspective. The
personal perspective of the researcher will be accomplished as it helps in increasing their
fundamental skills including research skills, communication skills, presentation skills, time
management skills and many others. These skills are helpful in improving their career
perspective due to which they can attain better career opportunities in future. On the other hand,
in terms of professional perspective this investigation helps in developing the individual skills
due to which they can conduct their future research in effective and efficient time period. These
skills are helpful for the researcher as they can gran the future opportunities in appropriate
manner. Thus, this research provides in-depth information related to the corporate social
responsibility and its influence on the overall productivity and performance of business.
1.5 Statement of the problem
The problem within this investigation is that organisation faces different challenges while
implementing corporate social responsibility program within workplace. The issues can create a
great impact on the overall productivity and performance of business (Nave and Ferreira, 2019).
Thus, it is necessary to focus on overcoming these challenges by implementing various
strategies. These challenges also create a negative impact on the performance of business and
also it influences the customer base.

1.6 Aim and Objectives
Research aim:
This research aims to identify the effect of corporate social responsibility on business
performance.
Research Objectives:
 To identify the challenges faced by Asda while implementing CSR program within
business
 To analyse the effect of corporate social responsibility on the business performance and
productivity of Asda
 To analyse the concept corporate social responsibility in context of UK retail industry
 To recommend the strategies adopted by Asda for reducing the corporate social
responsibility implementation barriers within workplace
1.7 Research Questions
 What are the challenges faced by Asda while implementing CSR program within
business?
 What is the effect of corporate social responsibility on the business performance and
productivity of Asda?
 What is the concept of corporate social responsibility in context of UK retail industry?
1.8 Dissertation structure
The current investigation includes different chapters which are explained below:
Introduction: This section is considered as one of the important parts within dissertation
as it elaborates about the chosen topic in clear manner. In the current research, the introduction
chapter includes background of the research, about the chosen company, significance of the
problem, statement of purpose, statement of problem, aim and objectives of research, research
questions and dissertation structure. Thus, this chapter focuses on providing detailed information
about the chosen subject matter so that reader can get overview of the topic. It provides detailed
information related to the chosen topic and also give reason behind conducting the investigation.
Literature Review: Literature review is other chapter of the research which focuses on
collecting second hand information related to the chosen topic. This section increases the
knowledge of the researcher related to the proposed study. Literature review address the research
questions in systematic manner and also provide understanding about the chosen topic.

Researcher generally collects second hand information by using various scholarly sources such
as articles, books, newspaper, journals and others.
Research Methodology: This section focuses on providing information related to
different research methods which can be used by investigator for collecting and obtaining data
related to the proposed study. In the current research quantitative research method is used by the
researcher for accumulating the information. By using quantitative research method, researcher
will use deductive approach, positivism philosophy, survey strategy, questionnaire and other
methods for obtaining the data. Quantitative research method is useful within this investigation
as it collects information within limited time period and within allocated budget.
Data Analysis and Findings: Data analysis and findings is another chapter that focuses
on taking out the findings within the investigation. In this research, questionnaire will be
designed by the researcher in order to collect the information about the chosen topic and also
know the perception and opinion of the third person related to the subject matter. Frequency
distribution analysis is also used by the investigator for analysing the collected information in
significant way.
Conclusion and Recommendations: This section provides the short summary of all the
chapters so that reader can understand about each section in appropriate manner. The conclusion
part generally wraps up the ideas and also leaves the reader with final impression. On the other
hand, few suggestions are also given by the researcher in order to improve the performance and
productivity of business in better manner. In this chapter few strategies are recommended by the
investigator so that company can overcome the issues faced while implementing CSR program
within workplace.

2. LITERATURE REVIEW
2.1 Challenges faced by Asda while implementing a corporate social responsibility program
within a business
As stated by Ertem-Eray (2020), CSR has a major impact on the overall society as it is
considered to be the system of belief that is made to help society. It is an ethical framework that
the company requires to follow so that proper balance can be maintained in the economy. After
digitalization, companies are interacting with customers differently. That is why the customers
are not only concerned with the products or services. They are also concerned about the various
policies and practices of the company regarding society. Another issue is that CSR requires a
high cost of expense and tension of competition to the company. Along with it, less support
from the customers was also an issue. The main challenge is the implementation of CSR was
difficult where the managers are not working properly and changing their focus now and then. It
is a fact that the main aim of the company is to earn profit and the CSR allows the company to
keep the interest of people as the main priority. And this can be a major issue for the business
goals while taking essential decisions. Implementing CSR is one the complex tasks as it clashes
with the main motive of the companies. It can also be seen that is not easy to find a suitable
NGO for implementation. The term CSR is defined as the concept of the management under
which the companies take care of the interest of society. With the help of CSR, the company can
enhance its image and the level of trust can be made publically. As the customers prefer to deal
with such companies who are involved in activities to improve society as a whole. The relations
can also be improved with the customers and it tends to build a positive environment. That is
why the customers feel connected and engaged with the company. The long-term benefit of CSR
is related to its suitability as it helps the company to build a sense of community among the
customers. Some people also think that they are to sacrifice their profit to enhance the CSR of
the company. Nowadays it can be said that it is not enough for the company to present the best
products or services at a reasonable price only. Customers also expect the companies to bring a
positive impact on the world and society.
According to Turker, (2018), CSR is one of the best ways in which the company will be
able to attract more employees. Moreover, it can also be seen that the local community lacks
interest while contributing to the CSR activities of the company. Also, people have less

knowledge and information about it and the companies are not that interested to make efforts to
raise the level of awareness. Communication is not done at that level between the company and
the community. There is also a lack of transparency and non-availability. Even when the
company is following the steps still the impact is negligible in the eyes of society. It can also be
seen that companies that work for the betterment of the whole society then they rarely get the
credit. Most companies work for society but some customers think that they have some hidden
motive in it. It can also be said that the hard work of the company will not be noticed. The
companies do not have clear statutory guidelines about CSR which can be an issue for the
company. There are major issues such as it requires a good investment while installing the CSR
strategies. There are some issues such as there is a lack of vision in the CSR activities and
implementing CSR strategy can be a complex process. That is why every company wants to have
a good image in the eyes of its customer to compete with the other companies in the market. To
attain this, the companies are required to take responsibility for CSR. The companies which are
promoting CSR activities then they will be able to elevate the level of brand awareness and
increase employee satisfaction. Most customers prefer to buy products from such companies
which are doing something for society. The image of the company is the main and that is why
the companies which are doing great for others will be preferred by the customers. The self-
regulating business model that enables a company to be socially accountable to itself, its
stakeholders, and the broader public is what is meant when we talk about corporate social
responsibility. Additionally, it is known as corporate citizenship. Corporate social responsibility
(CSR) aids business operations that harm society and the environment. Both a company's social
position and brand image are beneficial. It is the best method for boosting motivation and self-
esteem at work. It is a brand concept that depends on the company and the industry, can take
many different forms.
In the opinion of Verma and Gustafsson (2020) companies face difficulty while
implementing CSR as well as in its effectiveness. The main challenge that company faced while
implementing CSR is it requires higher cost and corporations in adequate financial resources in
order to train their staff. It has been analysed that the greatest challenge that company faced
while implementing and developing CSR are steady competitive tension, inadequate backing
from the government and other public non-government organisations beside the huge cost of
implementations. Another challenge that company may face while implementing and

establishing CSR in their business are lack of support from their investors and customers. Further
challenge includes difficulty in changing traditional business practices to CSR agenda that
needed greater commitments of leaders in managing as well as changing their behaviour and
focus. Due to lack of expertise and capability of managers to successfully implement desired
changes that also considered as the challenge that company while implementing CSR in their
business. A change is not an easy task for the business as well as it needed commitment and hard
work for making a desired change. For implementing CSR in their business, company need to
face these challenges. To implement it more effectively in their business company need to use
excellent strategies that help in dealing with these challenges in better manner. It leads
improvement in brand image and reputation of the company.
2.2 Concept of corporate social responsibility
According to the point of view of Gomez-Trujillo, Velez-Ocampo, and Gonzalez-Perez
(2020) corporate social responsibility is referring to the model of self-regulating business which
helps the company to be accountable socially by itself, its stakeholders and the public. It is also
called as the corporate citizenship. Corporate social responsibility helps company to make the
efforts to operate in the ways to degrade the society and environment. It helps in improving the
brand image of company and also reduce the negative influence from society. CSR is the best
way to raise the morale and confidence of employees within the workplace. It is the concept
which can be conducted in many forms that depends on the company and the industry. With the
help of corporate social responsibility, company can improve their brand image and also
enhances the profitability of business. It is necessary for every company or industry to be
socially responsible and also need to understand their account and its shareholders. Companies
that adopts CSR programs gives back it to society which helps in attracting more and more
investors and customers towards the brand. It is the strategy which is implementing by the large
corporations or companies. In relation to UK retail industry, corporate social responsibility plays
a vital role because it helps the industry to measure and control their effect on the society. It is
the strategy that helps to make the industry, society and environment better and positive.
Corporate social responsibility within retail industry also helps in retaining the talented staff
within workplace. It gives the positive effect to the retail industry because it helps to strength the
brand and also create the synergy in enhancement within brand. It is necessary for retail industry
to promote their brand by collecting the response and comparing to the other competitors. CSR

activities are becoming popular in retail industry as it focuses on making the world better place
and increasing more profit for the retailers. It is the best strategy for retail industry in order to
increase their sale. It also helps in improving brand recognition, increasing the business
reputation, increases customer loyalty and sale, saving the operational costs, improve the
financial performance many more.
In the opinion to Sung, Tao, and Slevitch (2020) social corporate responsibility is the
concept of management which helps the companies to integrated the social and environmental
factors in their operations of business and helps to interact with their stakeholders. It is the term
which is used to describe the company's productivity which gives back to the community. In
relation to UK retail industry, corporate social responsibility is the most important term that
helps to develop the overall productivity and performance of the industry. CSR in retail industry
helps to improve the employee retention strategies within the company that makes more profit
for the company. It is help to integrated the industry by socially and environmentally which helps
the industry to understand and analysis the culture of the society. It is increasing the employee
performance for the better image of the company. Retailers needs to promote their product and
brand that can be possible by the help of corporate social responsibility. It is helps to attain the
positive response from comparing to the others competitors. The concept of corporate social
responsibility within retail industry helps to create the plan for the brand enhancement with the
market and strengthening the brand for the awareness (Trewern, and et.al., 2021). there are many
benefits of the corporate social responsibility for the retail industry which includes it is helps the
industry in better brand recognition, increased the sales and customer loyalty as well, increase
the positive brand reputations, increasing the greater ability to attracting the talent and retaining
the staff, save the operational cost, improve the financial performance of the industry and many
more. CSR is referring to the responsibility to take the social and environmental decisions for the
company. It is impact on the profit margins which helps to attract more potential customer
towards the company and its services. It is the comprehensive plan for the industry which helps
to design, analysis and execute the corporate social responsibility initiatives. With the help of
corporate social responsibility, it is helps to focus on the areas, designs, communication and
programs that increase the company's productivity and performance.
Corporate social responsibility (CSR) is significant to business since it fosters client
loyalty and aids in the expansion of organizations. Because such people favor working for

companies that give social and environmental issues a higher priority, corporate social
responsibility also raises employee engagement. CSR has a tremendous impact on society as a
whole as a set of ideals intended to help society. The firm must adhere to this moral code to keep
a healthy economic balance. Businesses today communicate with customers differently as a
result of digitalization. As a result, consumers are concerned about more than simply the
products and services. They are also concerned about the business' extensive socially conscious
practices and policies. Another issue is that the company must spend a lot of money on CSR and
contend with fierce competition. The strategy for retaining employees in the retail sector now
includes corporate social responsibility. Environmental sustainability, charitable giving,
corporate lobbying, and improving working conditions are just a few examples of the many ways
that corporate social responsibility (CSR) can assist a corporation to increase productivity and
performance. Since it promotes brand strength and a connection between brand improvement and
firm marketing, it has a positive effect on the retail industry. To outperform its competitors and
receive more positive client feedback, the retail sector must sell its brand. There are many types
of corporate social responsibility such as environment sustainability, charitable donations,
corporate activism and improving the labour condition which helps the company to increase the
productivity and performance (Koseoglu, and et. al., 2021).
2.2.1 Environment Sustainability
Environment sustainability is one of the type of corporate social responsibility which can
be used by the company in order to improve their brand image and reputations. It is a
responsibility to conserve natural resources and protecting the global ecosystems in order to
support the health and well-being. By using this CSR, Asda can focus on preserving the natural
resources’ and reduce the negative impact on the environment.
2.2.2 Charitable donations
Charitable donation is another type of corporate social responsibility which is used by the
companies in order to improve the business performance. By organising charity, company can
attract more and more number of investors and also gain competitive edge over their
competitors.

2.2.3 Corporate activism
Corporate activism is other form of corporate social responsibility which is sued by the
organisation in order to create positive impact on the social change. Thus, this CSR activity is
important for the company as it helps in strengthening the relationship with the employees and
customers.
2.3 Effect of corporate social responsibility on business performance and productivity
Effect 1: Attracting and retaining staff within workplace
According to the view of Plaček and et.al (2020), there are many effects of corporate
social responsibility on the business performance and productivity of an organisation. Corporate
social responsibility helps in attracting and retaining employees within company. It focuses on
increasing the employee's productivity so that they can contribute their positive work in making
the environment more productive. With the help of corporate social responsibility, the business is
growing. Corporate social responsibility can improve the customer’s perception of the brand
which makes more profit for the company. It is shown as a sign of accountability to investors
that makes Asda's business more effective and productive. The effect of corporate social
responsibility is to save money and reduce the cost of production by eliminating the waste.
Effect 2: Boost engagement level of customers
It enables the company to better engage with the customers that build a strong
relationship with the customers. It helps in increasing the customer’s loyalty as well boost the
employee morale within workplace which leads to greater productivity and performance of the
company. It increases the customer’s retention and employee retention which increases their
loyalty. It is the great focus of corporate social responsibility which makes the company more
productive by investing and consequently to lead as higher financial performance (Al-Dawood,
2020). the effect of corporate social responsibility improves the goodwill and reputation of
ASDA which helps to promote financial performance.
Effect 3: Gaining Competitive advantage
CSR provides many resources and capabilities which contribute to the sustainability of
the company to gain more competitive advantages. These all effects make organisational
business performance and help to increase the profitability and improve the customer’s loyalty to
the company. It is difficult to increase the productivity and performance of the company without

corporate social responsibility. The effect on the organisation business's performance and
productivity of the corporate social industry is positive which provides many benefits and
opportunities for business. There are many more benefits of CSR on the business of company
where it helps in a positive impact on the community such as improving the brand image of
company, increases customer loyalty, better employee morale, increased revenue, and enhanced
the ability to attract talents, reducing the employee’s turnover, greater employees’ productivity
and many more.
Effect 4: Increases the morale and motivation level of employees
As per the point of view of Martin (2020), the effect of corporate social responsibility on
the business performance and productivity on organisation is overall positive because it helps to
increase the employee’s morale towards the work and helps to guide them for increasing the
performance towards the business operation of company. It is creating many opportunities and
benefits for organisation which helps to increase their productivity and performance. It is also
increasing the brand reputation and image that make a positive impact on the customers. It
provides resources such as social, environmental, and economical to protect the company by
these resources. It helps to improve the financial performance which makes a positive impact on
customer retention. It is helping the company to motivate its employees to do their best for
achieving the company's goals and targets (Orozco, and et.al., 2021). It is boosting the employee
morale within the company to gain greater productivity towards the work. It is also increasing
the customer’s loyalty and trust which makes more profit for the company. It is focused on the
financial goals and investing the leads for higher financial performance.
Effect 5: Increases the sale and profitability of business
CSR is increasing the sale of the product and prices that make the profitability to the
company. It helps to reduce employee turnover that is increasing the productivity of the
organisation. It helps to integrate the resources that is helps to increase employee performance
for achieving the company's goals and targets. It helps in more productivity and increases the
performance of the company by motivating the employee for effective working. It is making the
company more marketable which is an important part because it is helping to attract more
customers to the product and services. It is increasing the company's growth socially,
environmentally, and economically that helps to increase production. These effects of corporate
social responsibility help the ASDA to increase their business's performance and productivity.

3. Research methodology
3.1 Introduction
The researcher will use the Saunders research onion architecture since it offers numerous
stages for the methodical gathering, assessment, and justification of data (Kim, S., Lee and Kang,
2021). The phrase "research methodology" also describes a collection of instruments used to
compile and examine information on a certain topic. It also enables the reader to judge the
overall reliability of the material. In that case, various data collection techniques, in-depth
observations, and statistical analysis are all part of the process. Additionally, it will give the
researcher the right procedures for collecting, analysing, and interpreting data, which are detailed
below-
3.2 Research philosophy
3.2.1 Positivism
Positivism philosophy is one of the type of research philosophy which focuses on
gathering the data in numerical form. With the help of positivism philosophy, researcher can gain
factual knowledge through observation. Positivism philosophy focuses on collecting quantitative
information in effective and efficient manner.
3.2.2 Interpretivism
Interpretivism philosophy is another form of research philosophy that focuses on
accumulating non-numerical information related to the chosen topic. It generally determines the
influence of cultural and social factors on an individual. Therefore, by choosing this philoposhy
researcher analyse the information which are based on theoretical and textual form.
3.2.3 Pragmatism
Pragmatism philopsohy is not committed or limited to one particular philopsohy. The
main motive of this research is to conduct the investigation from practical point of view where
there is no fixed knowledge but it is constantly questioned and interpreted.

3.2.4 Justification of the choice
Two philosophical systems make up research philosophy: positivism and interpretivism. In
this situation, the investigator will opt for the positivist philosophy because it is appropriate for
analysing and evaluating quantitative data. Another benefit is that it takes the applicability of the
quantitative data into account (Hur et.al.,2020).
3.3 Research Approach
3.3.1 Deductive
Deductive approach is a form of research approach which starts with specific hypothesis
development based on the literature review and observed by the researchers. This approach
focuses on collecting quantitative piece of information in cost and time effective manner.
3.3.2 Inductive
Inductive approach is another kind of research approach which start with the observations
that the investigator uses to develop new theory. By using this philopsohy, researcher focuses on
collecting information in terms of text and also it is used within qualitative research.
3.3.3 Abductive
It is an approach which is used when existing theories don’t help in analysing the
information collected in relation to the topic. It is basically used when there is a presence of
surprising facts to explain selected phenomenon.
3.3.4 Justification of the choice
Both an inductive and a deductive approach are included in the definition of the
methodology. The researcher will choose the deductive approach because it only draws upon
well-established ideas when estimating and analysing quantitative data. It is defined as a
deliberate strategy employed by the researcher to carry out research projects more successfully to
analyse concepts and hypotheses (Ivanaj et.al.,2021). Additionally, it is acknowledged as the
most economical approach for improving data analysis and comprehension. To achieve the aims
and objectives of the investigation, it will be helpful for the researcher to be able to determine

when a hypothesis is accepted and when it is rejected. The main benefit of the deductive
technique is that it just analyses and investigates statistical facts and data as a result.
3.4 Research method
3.4.1 Quantitative
Quantitative research method means when data is obtained and analysed in the form of
numerical piece. The motive of qunatitaive research method is to attain understanding and
greater knowledge of the social world. By using quantitative research method, researcher can
collect data quickly and in cost effective manner.
3.4.2 Qualitative
Qualitative research method refers to the process of collecting and analysing the non-
numerical data in order to understand the concepts, experiences and opinions (Barnett
et.al.,2019). This method is used for gathering the in-depth insights into a problem and also
generates new ideas for investigation.
3.4.3 Mixed method
Mixed method means when more than one approach is used for gathering and
accumulating the information in appropriate manner. This method enables researcher
conceptually and analytically to integrate the quantitative and qualitative research information.
3.4.4 Justification of the choice
Quantitative and qualitative research options are the two kinds. In the current
circumstance, the investigators will rely on quantitative research because it aids in gathering
numerical facts and data regarding the major issues the hospitality industry encounters. The main
advantage of quantitative decision-making is that it helps to produce results that can be measured
and contrasted.

3.5 Research Strategy
Research strategy is a step by step process which provides direction to the though process
of researcher. It is categorised into difefrnet kinds including survey, case study, interview,
focused group and various others.
3.5.1 Questionnaire Survey
Questionnaire survey is one of the form of research strategy which focuses on collecting
the information from difefrnet number of samples on the basis of their responses to questions.
This strategy is used within qunatitaive research method by administering surveys to the chosen
respondents (Lamprinakis, 2018).
3.5.2 Interview
Interview strategy is generally used in qualitataive research method by asking questions
for obtaining and collecting the information. It is a conversation for collecting information in
appropriate manner.
3.5.3 Mixed of both
Mixed of both means that when researcher uses quantitative and qualitative research
method for collecting information related to the proposed study.
3.5.4 Justification of the choice
The researcher will make use of the survey as the research strategy and the current study
focuses on the various challenges which are faced by the chosen organisation. In that case, the
surveys will support the investigator while gathering the information straight from the source of
information. Another advantage of the survey is that it is not that expensive and also gathers
large data in a shorter period. As there are methodologies that are interview, survey, action
research, grounded theory, and many others. That is why the survey is chosen for the current
study and the main advantage of the survey strategy is that it assists in data collection by
contacting data sources.

3.6 Sources of Data Collection
Data collection is a type of research method which focuses on accumulating and analysing
the data on variable of interests and also evaluates the outcomes. By using this method,
researcher can store and analyse the important information about potential and existing
customers.
3.6.1 Primary data collection
Primary data collection means when fresh data is obtained by the researcher related to the
chosen topic by choosing different number of chosen sample. It is a process of collecting
information through surveys, experiments and interview’s. With the help of primary data
collection method, researcher can develop skills, knowledge and analytical abilities. Therefore,
primary research means going directly to the source rather than focusing on pre-existing data
samples.
3.6.2 Secondary data collection
Secondary data collection means when data is collected by using various scholarly
sources such as books, articles, newspapers, journals, etc. This method means when data is
collected by someone else earlier (Aljarah et.al.,2022). Therefore, secondary data is easily
accessible and also it takes less time for gathering the information related to the chosen study.
3.6.3 Justification of the choice
Data collection is divided into two categories primary and secondary data collection
methods. To collect raw data for this study under the specified topic, the researcher will consider
the main strategy (Barauskaite and Streimikiene, 2021). Which the researcher will design a
questionnaire to collect data from the 30 employees of the company. However, a different
process will be followed to access material that has already been made public. We'll use
secondary sources like books, articles, journals, newspapers, and magazines for this.
3.7 Sampling
Positivism and interpretivism are the two philosophical systems that make up research
philosophy (Cavalcante et.al.,2021). The positivism philosophy will be used by the researcher in
this case since it is appropriate for the procedure of analyzing and evaluating the quantitative

data. It also considers how useful the quantitative facts are, which an advantage is. Probability
sampling and non-probability sampling are the two basic types of sampling. Probability sampling
is used in the current study since each respondent will have an equal chance to contribute to the
study. The procedure of collecting information from a predetermined group of people is known
as sampling, where surveys are conducted. Probability sampling is a popular choice for
researchers since it makes data collection easier by utilizing the random sample method. With
the help of this, researcher selected 30 respondents for collecting accurate and relevant data for
the research.
3.8 Reliability
This investigation is reliable in manner as researchers has chosen questionnaire in order to
collect the relevant information related to the chosen topic as it is collected from direct sources
of data. The reliability of the investigation focuses on measuring the quality of research.
3.9 Validity
The current study is valid as the information is gathered through questionnaire and also the
respondents are explained about the study so that they can contribute their opinion and
perception related to the chosen topic. Investigator focuses on collecting valid information
related to the chosen topic due to which aim and objectives can be met in systematic manner.
3.10 Ethics
Since it helps to do research ethically, the idea of ethics is essential. The study is subject to
several research ethics considerations, including the rights of the contributing participants to
keep their data private while also respecting their rights and those of all other participants and
gaining their informed consent (Bhuiyan and Nguyen, 2019). The researchers are believed to be
motivated to carry out the study's objectives carefully by the ethical consequences. For the
research to fulfill its ethical potential, each person recruited must give their informed consent.
The Data Protection Act will also help to safeguard the applicants' data (Uyar et.al., 2021).
3.11 Limitations of the research
Within this research, investigator has faced various problems such as difficulty in data
analysis, expensive and time consuming, lack of pervious research studies on the topic, limited to

access to data and issues with research samples and selection. These are the limitation which is
faced by the researcher while doing this investigation.

4. Data analysis and findings
4.1 Frequency distribution
Q1) Do you have the basic knowledge about the concept of corporate
social responsibility?
Frequency
a) Yes 25
b) No 5
Q2) As per your opinion, does corporate social responsibility helps in
improving the business performance?
Frequency
a) Yes 20
b) No 5
c) Maybe 5
Q3) As per your opinion, which type of Corporate social responsibility
is adopted by Asda within their working place?
Frequency
a) Philanthropic efforts 6
b) Environmental conservation 8
c) Company diversity 7
d) Volunteering commitments 9
Q4) According to you, what are the challenges faced by Asda during
adopting CSR within their business?
Frequency
a) High expenses cost 7
b) Lack of resources 6
c) Lack of measurement system 5
d) Poor strategic vision 7
e) High regulatory standards 5
Q5) As per your perspective, what is the major impact of corporate
social responsibility on business performance of ASDA?
Frequency
a) High level of customer engagement 5
b) High employee retention rate 6
c) More attraction of talents employee 7
d) Gaining competitive advantages 4

e) High employee motivation 5
f) Strong brand image 3
Q6) What is the issue faced by Asda in absence of corporate social
responsibility within their business?
Frequency
a) Lack of productivity 5
b) Poor market image and reputation 8
c) High employee turnover 4
d) Lack of customer interaction 6
e) Low sale and profit 7
Q7) Do you agree that adopting CSR strategy within the working place
has helped Asda in improving their business performance and
productivity?
Frequency
a) Strongly agree 8
b) Agree 9
c) Neutral 7
d) Disagree 4
e) Strongly disagree 2
Q8) According to you, what is the main advantage received by Asda
after implementing CSR into business operational and functioning?
Frequency
a) Strong firm reputation 5
b) High innovation capabilities 3
c) High customer loyalty and trust 8
d) More customer satisfaction 8
e) Improve financial performance 6
4.2 Data Interpretation
Table 1: Basic Knowledge of corporate social responsibility
Q1) Do you have the basic knowledge about the concept of
corporate social responsibility?
Frequency
a) Yes 25

b) No 5
Figure 1Basic Knowledge of corporate social responsibility
Interpretation: From the above mentioned graph, it has been interpreted that 25 respondents
have said yes which means that they have basic knowledge about the corporate social
responsibility. As they are important stakeholders of the company and they know that corporate
social responsibility is very important for the company in order to survive in competitive market.
Another 5 respondents have answered no which means that they does not have basic knowledge
about the corporate social responsibility. It is important for the company to make them aware
about it so they understand it properly and help company to perform their responsibility in better
manner.
Table 2 Corporate social responsibility helps in improving the business performance
Q2) As per your opinion, does corporate social responsibility helps
in improving the business performance?
Frequency
a) Yes 20
b) No 5
c) Maybe 5

Figure 2 Corporate social responsibility helps in improving the business performance
Interpretation: From the above stated graph, it has been analysed that 20 respondents have
answered yes which means that they are agree that performing corporate social responsibility
help in improving business performance of the company. As when the employees knows that
they are working with those organisation that are responsible towards their society and
environment so, they feel more motivated and encouraged in order to work in the organisation
with the help of this, business performance of the company is also improved. On other hand,
another 5 respondents have answered no which means that they are think that only corporate
social responsibility will not only help company to improve their business performance. Rest 5
respondents have answered may be which means that the think may corporate social
responsibility help company to improve their business performance.
Table 3 Type of Corporate social responsibility is adopted by Asda within their working place
Q3) As per your opinion, which type of Corporate social
responsibility is adopted by Asda within their working place?
Frequency
a) Philanthropic efforts 6
b) Environmental conservation 8
c) Company diversity 7
d) Volunteering commitments 9

Figure 3 Type of Corporate social responsibility is adopted by Asda within their working place
Interpretation: As per above graph, it has been observed that out of 30 respondents 6
respondents have answered that Philanthropic efforts is the type of corporate social responsibility
is adopted byb ASDA within their working place. Another 8 respondents have answered that
environmeental conservation is the type of corporate social responsibility is adopted by ASDA
within their working place. Another 7 respondents have answered that company diversity is the
important type of corporate social responsibility is adopted by company within their working
place. Rest of 9 respondents have answered volunteering commitments is the most important
type of corporate social responsibility is adopted by ASDA within their working place.
Table 4 Challenge faced by Asda during adopting CSR within their business
Q4) According to you, what is the major challenge faced by Asda
during adopting CSR within their business?
Frequency
a) High expenses cost 7
b) Lack of resources 6
c) Lack of measurement system 5
d) Poor strategic vision 7
e) High regulatory standards 5

Figure 4 Challenge faced by Asda during adopting CSR within their business
Interpretation: From the above mentioned data, it has been interpreted that 7 respondents have
answered high expenses cost is the major challenge which is faced by the company while
adopting CSR within their business. Another 6 respondents have answered that lack of resources
is the major challenge faced by the company while adopting CSR within their business. Another
5 respondents have answered that lack of measurement system is the major challenge faced by
company while adopting CSR within their business. Another 7 respondents have answered that
poor strategic vision is the major challenge faced by company while adopting CSR within their
business. Rest 5 respondents have answered that high regulatory standards is the major challenge
faced by the company while adopting CSR within their business.
Table 5 Major impact of corporate social responsibility on business performance of ASDA
Q5) As per your perspective, what is the major impact of corporate
social responsibility on business performance of ASDA?
Frequency
a) High level of customer engagement 5
b) High employee retention rate 6
c) More attraction of talents employee 7
d) Gaining competitive advantages 4
e) High employee motivation 5
f) Strong brand image 3

Figure 5 Major impact of corporate social responsibility on business performance of ASDA
Interpretation: From the above mentioned collected and analysed that, it has been examined
that 5 respondents have answered that high level of customer engagement is the major impact of
corporate social responsibility on business performance of ASDA. Another 6 respondents have
answered that high employee retention rate is the major impact of corporate social responsibity
of the business performance of company. Another 7 respondents have answered that more
attraction of talents employee is the major impact of corporate social responsibility on business
performance of the company. Another 4 respondents thinks that gaining competitive advantage is
the major impact of CSR on the business performance of company. Another 5 respondents have
answered that high employee motivation is the major impact of CSR on business performance of
company. Rest 3 respondents have answered that strong brand image is the positive impact of
CSR that provided on the business performance of company.
Table 6 The issue faced by Asda in absence of corporate social responsibility within their
business
Q6) What is the issue faced by Asda in absence of corporate social
responsibility within their business?
Frequency
a) Lack of productivity 5
b) Poor market image and reputation 8
c) High employee turnover 4

d) Lack of customer interaction 6
e) Low sale and profit 7
Figure 6 The issue faced by Asda in absence of corporate social responsibility within their
business
Interpretation: From the above displayed graph, it has been analysed that 5 respondents have
answered that lack of productivity is the main issue which is faced by the company in the
absence of CSR within their business. Another 8 respondents have answered that poor market
image and reputation is the main issue faced by the company in the absence of CSR within their
business. Another 4 respondents is the main issue faced by the company is the absence of
corporate social responsibility within their business. Another 6 respondents have answered that
lack of customer interaction is the main issue faced by company in the absence of corporate
social responsibility within their business. Rest of 7 respondents have answered that low sale and
profit is the main issue which is faced by the company in the absence of CSR within their
business.
Table 7 Adopting CSR strategy within the working place has helped Asda in improving their
business performance and productivity
Q7) Do you agree that adopting CSR strategy within the working
place has helped Asda in improving their business performance and
Frequency

productivity?
a) Strongly agree 8
b) Agree 9
c) Neutral 7
d) Disagree 4
e) Strongly disagree 2
Figure 7 Adopting CSR strategy within the working place has helped Asda in improving their
business performance and productivity
Interpretation: From the above shown graph, it has been interpreted that 8 respondents have
been strongly agree on that adopting CSR strategy within the working place which helped ASDA
in improving their business performance and productivity. Another 9 respondents have answered
that agree on adopting CSR strategy with the workplace that helps them to improve their
business performance and productivity. Another 7 respondents are neutral on adoption of CSR
strategy within the workplace that helped them to improve their business performance and
productivity. Another 4 respondents are disagree on adopting CSR strategy within the workplace
has helped company to improve their business performance and productivity. Rest 2 respondents
have been answered that strongly disagree on adopting CSR strategy within the work place has
helped company to improve their business performance and productivity.

Table 8 Main advantage received by Asda after implementing CSR into business operational and
functioning
Q8) According to you, what is the main advantage received by Asda
after implementing CSR into business operational and functioning?
Frequency
a) Strong firm reputation 5
b) High innovation capabilities 3
c) High customer loyalty and trust 8
d) More customer satisfaction 8
e) Improve financial performance 6
Figure 8 Main advantage received by Asda after implementing CSR into business operational
and functioning
Interpretation: From the above graph, it has been interpreted that 5 respondents have been
answered that the strong firm reputation is the main advantage which is received by the company
after implementation of CSR into their business operational and functioning. Another 3
respondents have been answered that high innovation capabilities is the main advantage is main
advantage which is received by the company after implementing CSR into business operational
and functioning. Another 8 respondents have answered that high customer loyalty and trust is the
main advantage which is received by the company after implementing CSR strategy into their
business. Another 8 respondents have answered that more customer satisfaction is the main

advantage which is received by the company while implementing CSR strategy into their
business. Rest 6 respondents have answered that improving financial performance is the main
advantage which is gained by the company while implementing CSR strategy into their business.

5. Conclusion and recommendations
5.1 Conclusion
From the above collected and analysed that, it has been concluded that corporate social
responsibility provides positive effects on corporate social responsibility on the business
performance. Corporate social responsibility is considered as the most important concept of
management where the companies integrate environmental social concerns within their business
operations as well as interactions with their stakeholders. The above research analysed that CSR
demonstrates about the company that takes an interest in social issues instead of those that
provide impact on their profitability, which will attract more customers who share the same
values. In today’s world, corporate social responsibility is highly important and relevant to the
company. It ensures the sustainability of life and business in the future. The research analysed
that a well-managed CSR program can help company to increase their brand equity, awareness
and resonate with strong value. It has been analysed that the customers purchase goods and
service only from those brand that are more responsible towards the society and environment.
This helps in increasing the sales of the company as customers are like to make purchases with
them. According the above research it has been analysed that corporate social responsibility
plays very important role in improving the business performance of the company. As when the
company performed its corporate social responsibility in better manner that help in making their
employees more motivated and encouraged to perform their job more better for achieving their
goals and objectives. The research analysed that there are different types of corporate social
responsibility which is adopted by the company with their workplace. It involves philanthropic
efforts, environmental conservation, company diversity and volunteering commitments. All these
are important for improving business performance and productivity of the company.
The above research concluded that the implementing and adopting CSR within the
business is important for the company in order to survive more effectively in competitive market.
But it is not an easy task for the company as there are many challenges involved which are faced
by the company while adopting CSR is their business. It involved high expenses cost, lack of
resources, lack of measurement system, poor strategic vision and high regulatory standards.
These challenges also create problem for the company to operate their business and provide
better product and service to their customers. As per the above research, it has been analysed that
corporate social responsibility provides positive impact on the business performance of the

company. It helps company to increase the level of customer engagement as the customers like to
make purchases from the only responsible brands. It also helps company to increase employee
retention rate as the employees are also wants to work with those organisation that are
responsible towards the society and environment. It further helps in gaining competitive
advantages because there are many competitive organisations that are offering more effective
and innovative products but performing CSR help company to become different from their
competitors. It also helps company to increase employee motivation as well as makes their brand
image stronger. Adopting corporate social responsibility is important for the company to survive
in the competitive market in better manner. But its absence in the business creates many
problems for the company in order to operate their business in better manner. Company faces
problem likes lack of productivity, poor market image and reputation, high employee turnover,
lack of customer interaction as well as low sale and profit. The above research analysed that
adopting CSR strategy within the working place has helped company in order to improve their
business performance and productivity.
As per the above information, it has been analysed that implementation of CSR into
business operational and functioning help company to gain many advantages that are important
for their business growth and success. By performing corporate social responsibility, company
can make their firm reputation more strong. As people and people know about the company due
to their social work that help in protecting environment and improving condition of society.
Another advantage that company gain by performing CSR is it increases the innovation
capabilities in their business. The company can provide more innovative product and service to
their customer. CSR brings high customer loyalty and trust in the company as the customers are
loyal towards those brands that create contribution in improving the society and environment of
the country. With the help of this, company can gain more customer satisfaction. The company
gain more knowledge about the interest and wants of their customers by performing CSR. This
helps in improving product and service of the company that increase the customer satisfaction.
CSR help company to improve their financial performance. When more and more customers are
like to make purchases from the company will help them to improve their financial performance
by gaining more profit.
5.2 Recommendations

From the above research, it has been analysed that corporate social responsibility is the
important for the company to improve their business performance and gaining competitive
advantage. Through this company can improve their brand image and reputation. Implementing
CSR is not an easy task for the company as due to this company need to face many issues related
to this. There are some ways which is recommended to the ASDA to improve their business
performance and perform corporate social responsibility more effectively in their business. These
are described below:
Adopting a business code of ethics- A business code of ethics will highlight the
employee conduct on issues like values, ethics, environment, diversity, employees respect as
well as customer service. More and more businesses are selecting to go one step ahead by
modifying their governance document for including their commitment towards the social and
environmental goals. The management of ASDA will also need to change their governance
document for making their contribution towards the protection of society and environment. It
will also help them to improve their corporate social responsibility practices.
Follow a workplace health and safety program- Creating a clear health and safety
program within their workplace will help company to establish more reliable system that helps in
protecting their employees as well as prevent them from getting injured and accidents. The
management of ASDA to implement more clear health and safety program for their employees,
so they feel safe top work in your organisation that give their best efforts in gaining competitive
advantages. It will ensure company are compliant with the legislation of government towards the
health and safety. It will also consider as an effective way to improve their CSR performance and
deal with issues in better manner.
Commit to protecting the environment- Another important way that helps company to
improve their corporate social responsibility performance and deal with the challenges in better
manner. Company need to focus on developing those policies and practices that allow their
business in order to fulfil their commitment to the environment. These policies and practices
make ASDA to produce a report that documents their activities and results as they are related to
their environmental impact. It provides guidance to company to decrease their environmental
impact by implementing sustainable practices in their business. The company will also produce
their sustainability reports that encompass economic, social and environmental activities.

Get suppliers on board- It is also an effective way that helps company to improve their
corporate social responsibility and deal with the challenges in better manner. The company need
to ensure that their suppliers know and meet their expectations of responsible behaviour related
issues like fair pricing and many more. It will help ASDA to screen their suppliers them to
determine their past conduct as well as tell them about their expectations.
Be smart about donating money- Get behind causes that are meaningful for their
business. The company needs to aware about donating their money as there are many frauds that
may make misuse of their money and may damage their brand image. Donating money to needy
one will help company to increase their brand value and image. This will also help ASDA to
improve their corporate social responsibility and deal with the issues in better manner.
Do not green wash their business- Another important way that help company to
improve their corporate social responsibility and deal with the challenges in better manner. The
management of ASDA should use more fair and honest marketing techniques as well as reflect
their company’s integrity. The company need to avoid any communication or advertising that
could be seen as harmful and manipulative towards the public. The company also need to
perform all those activities that they promised to the public. When the company is lack towards it
then need to face a risk of a customer backlash.
Explore B Corp certification- Many society and public minded organisation are
selecting to get B Corp certified. B Corps is certified as the beneficial companies. The main
purpose of these companies is to create value for the society and money. ASDA should focus on
exploring B Corp certification for becoming one of the beneficiary companies. They will be able
to meet high standards of accountability and transparency as well as create positive
environmental and social benefit.

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Appendix
Questionnaire:
Q1) Do you have the basic knowledge about the concept of corporate social responsibility?
a) Yes
b) No
Q2) As per your opinion, does corporate social responsibility helps in improving the business
performance?
a) Yes
b) No
c) Maybe
Q3) As per your opinion, which types of Corporate social responsibility is adopted by Asda
within their working place?
a) Philanthropic efforts
b) Environmental conservation
c) Company diversity
d) Volunteering commitments
Q4) According to you, what are the challenges faced by Asda during adopting CSR within their
business?
a) High expenses cost
b) Lack of resources
c) Lack of measurement system
d) Poor strategic vision
e) High regulatory standards
Q5) As per your perspective, what is the major impact of corporate social responsibility on
business performance of ASDA?
a) High level of customer engagement
b) High employee retention rate
c) More attraction of talents employee
d) Gaining competitive advantages
e) High employee motivation

f) Strong brand image
Q6) What is the issue faced by Asda in absence of corporate social responsibility within their
business?
a) Lack of productivity
b) Poor market image and reputation
c) High employee turnover
d) Lack of customer interaction
e) Low sale and profit
Q7) Do you agree that adopting CSR strategy within the working place has helped Asda in
improving their business performance and productivity?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q8) According to you, what is the main advantage received by Asda after implementing CSR
into business operational and functioning?
a) Strong firm reputation
b) High innovation capabilities
c) High customer loyalty and trust
d) More customer satisfaction
e) Improve financial performance