Research Report: Analyzing CSR Activities of Marks & Spencer

This business research report provides an in-depth analysis of the corporate social responsibility (CSR) activities of Marks & Spencer (M&S) within the UK retail sector. The study employs a qualitative research approach, utilizing an inductive approach and interpretivism philosophy to examine M&S's CSR initiatives. Primary data collection involves surveys with managers and local people through questionnaires, while secondary data analysis includes books, journals, and scholarly articles related to M&S's CSR efforts. The report investigates the meaning and significance of CSR in the UK retail landscape, evaluates M&S's specific CSR activities, and offers recommendations for enhancing its contributions to societal welfare. The research aims to determine the effectiveness of M&S's CSR practices, addressing key research questions about the types of CSR activities undertaken by UK retailers and M&S's specific initiatives. The methodology includes details on research type, approach, philosophy, data collection, and analysis, along with considerations for sampling, accessibility, ethical issues, and the significance of the study. The report outlines the deliverables, required resources, and implementation plan for the research project.

Business Research Plan

Executive Summary
CSR may be defined as initiatives which are undertaken by the business unit to place
positive impact on environmental aspects and social wellbeing. Such activity enables firm to
create effective image in the customer market and thereby helps in achieving success. It can be
summarized that scholar will employ qualitative research type for analyzing the CSR activities
performed by M&S. Besides this, it can be inferred that to analyze CSR activities of M&S
scholar will employ inductive approach and interpretvism philosophy. To gather primary data
survey will be conducted by the researcher on managers and local people via questionnaire.
Along with this; researcher will also make analysis of books, journals and scholarly articles that
are related to the CSR of M&S. Hence, by following all such methods scholar will make
evaluation of CSR activities of M&S.

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERTAURE REVIEW................................................................................................................3
2.1 Introduction............................................................................................................................3
2.2 Meaning of corporate social responsibility (CSR)................................................................4
2.3 CSR in UK retail sector and its importance...........................................................................5
RESEARCH AIMS AND OBJECTIVES.......................................................................................5
RESEARCH METHODOLOGY....................................................................................................6
Research type...............................................................................................................................6
Research approach.......................................................................................................................6
Research philosophy....................................................................................................................7
Data collection.............................................................................................................................7
Data analysis................................................................................................................................8
SAMPLING.....................................................................................................................................8
ACCESSIBILITY............................................................................................................................9
ETHICAL ISSUES..........................................................................................................................9
SIGNIFICANCE............................................................................................................................10
DELIVERABLES..........................................................................................................................10
REQUIRED RESOURCES...........................................................................................................10
IMPLEMENTATION....................................................................................................................11
REFERENCES..............................................................................................................................13

Topic: To analyze the corporate social responsibilities of UK retail organizations: A case
study of Marks & Spencer
INTRODUCTION
In the recent times, customers consider several aspects while making decision about
purchasing of products or services. Now, individuals prefer to purchase the products or services
from the retailer who spends some part of profit for the well-being of other. Initiatives that
business organization undertakes for offering benefits to the people of society are termed as
CSR. It is highly significant which in turn helps business unit in building distinct image in mind
of individuals (Steenkamp, 2017). For this purpose, companies of each sector whether retail or
any other such as hospitality, oil & gas etc. is involved in performing CSR. There is stiff
competition takes place between the companies operated in UK retail sector.
In this, CSR is the tool which in turn offers opportunity the companies to build, maintain
and enhance brand image. This proposal is based on M&S Plc which is on the largest retail
business organizations of UK. It provides customers with the wide range of retail products at
affordable prices. Along with this, quality which is maintained by M&S of retail products is very
good. Company is listed on the recognized stock exchange of UK such as FTSE 100. Company
has offered employment opportunity to the large number of people and thereby made
contribution in the economic growth and development. Financial position and performance of
M&S is good and it lays emphasis on doing CSR. Hence, proposal will describe the various type
of CSR performed by M&S Plc.
LITERTAURE REVIEW
2.1 Introduction
Literature review is the process in which researcher evaluate the issue by taking into
account several journals, books and scholarly articles published by other authorities. In this,
researcher evaluates both positive and negative aspects which are associated with the issue. By
doing this, researcher would become able to develop brief thesis. Such evaluation or literature
helps researcher in analyzing data more effectively and efficiently.

2.2 Meaning of corporate social responsibility (CSR)
According to the views of Buckler (2017) CSR may be defined as initiatives which are
undertaken by the business unit to place positive impact on environmental aspects and social
wellbeing. Such activity enables firm to create effective image in the customer market and
thereby helps in achieving success. However, on the critical note, Schrempf-Stirling, Palazzo and
Phillips (2016) said that for performing CSR business entity has to incur short term cost. Further,
such expenses do not offer immediate benefit to the firm in monetary terms. This aspect shows
that CSR activities impose high level of monetary obligation in front of business unit. Kumar
(2016) defined CSR as a management concept which lays high level of emphasis on the
integration of social and environmental concerns with business operations. This tool offers
opportunity to the firms to interact with their stakeholders and develop positive image among
them. On the other side, Turker (2016) stated that CSR is the way through which company
achieves or ensures proper balance in the economic, environmental and social imperatives. At
the same time, business units make focus on meeting the expectations of shareholders as well as
stakeholders and thereby evolve satisfaction among them.
Cao (2017) presented CSR as a valuable contribution which is made by the for poverty
reduction. Hence, initiatives which firm undertakes help in enhancing reputation and
strengthening brand to a great extent. In addition to this, Carroll (2015) mentioned that CSR as a
business approaches that makes contribution in the sustainable development. On the basis of
such aspect, firm lays emphasis on delivering economic, social and environmental benefits that
offer benefit to all the stakeholders. Authors said that CSR is a very broad concept which in turn
places high level of emphasis on addressing several concepts such as human rights, corporate
governance, health and safety as well as environmental effects. Pedersen (2015) stated in their
report that environmental management; eco-efficiency, responsible sourcing, stakeholder
engagement, labor standards and working condition etc are the main issues that are associated
with CSR. Samuelson and Anderson (2014) revealed that CSR activities help company in
gaining competitive advantage over others. Benefits which are offered by CSR include increased
sales and profit, operational cost saving, high productivity, efficient human resources, high
customer loyalty and effectual risk management process. Hence, by taking into account all such
aspects it can be stated that CSR is the most effectual activities which in turn helps company in
attaining more benefits.

2.3 CSR in UK retail sector and its importance
In the UK retail sector, companies are facing high level of competition with each other.
Hence, by following the aspects of CST firm can build or sustain competitive edge over others.
In accordance with the views of McWilliams (2014) CSR helps company in creating positive
word of mouth publicity. Moreover, CSR ensures long term growth and success when \business
unit do something for the well being of society. Now, companies lay emphasis on providing
education to the talented people. Along with this, firm also lays emphasis on structural
development and thereby raises living standard of people. However, it is to be critically
evaluated by Tai and Chuang (2014) who said that it is not sufficient for firm to take such of
initiatives. Hence, business unit is required to undertake effectual measures which in turn may
result into less environmental pollution. Moreover, now before making purchasing decision
customers make evaluation of eco-friendly aspect. Hence, people prefer to purchase products
from the retailer who carries business activities in an eco-friendly manner. In this regard, by
undertaking high-tech tools firm can reduce the bad environmental impacts of firm’s operations
on society. Hence, by making assessment of all such aspects it can be stated that environmental
concern has high level of impact on individuals decision making. In this regard, by fulfilling
environmental responsibility firm can achieve success.
As per the views of Korschun, Bhattacharya and Swain (2014) by performing CSR firm
can enhance its brand image to the significant. Moreover, when firm do something for the benefit
of others then it is remembered by the people for long duration. Hence, by doing CSR business
unit can enhance reputation significantly. However, it is to be critically evaluated by Schrempf-
Stirling, Palazzo and Phillips (2016) that it is not only a publicity tool but also helps in
maximizing the customer base and thereby profitability. Moreover, CSR develops awareness
among the customers regarding the products or services offered. Along with this, now customers
prefer to purchase products or services from the retailer who focuses on environment
sustainability. In this, by performing CSR company can incline customer base and thereby profit
margin.

RESEARCH AIMS AND OBJECTIVES
Aim the research is to identify extent to CSR activities of M&S effective. Hence, by
keeping in mind such aim researcher has following objectives is as:
Research objectives
 To assess the meaning and ways of doing CSR in the context of UK retail sector.
 To evaluate the significance of CSR in UK retail industry.
 To analyze the CSR activities performed by M&S.
 To recommend the ways through which M&S can make contribution in the welfare of
others through CSR.
Research questions: Scholar is required to prepare suitable questions by taking into account the
aims and objectives of study. This in turn provides direction to the researcher in whole study and
thereby helps in presenting suitable view of investigation. Research question for this study is
enumerated below:
Question 1: Which kind of CSR activities are performed by UK retail business organizations?
Question 2: What initiatives M&S have undertaken for the welfare of others in the form of
CSR?
RESEARCH METHODOLOGY
Research type
Qualitative and quantitative are the main two research types that researcher can undertake
to investigate the issue or problem. In research, qualitative studies imply for the one which place
emphasis on assessing the reasons that are associated with the issue. Hence, by making
assessment of qualitative facts researcher can formulate hypothesis for further research (Goddard
and Melville, 2004). On the other side, in quantitative investigation scholar makes analysis by
evaluating numeric facts and figures. In the present study, scholar will employ qualitative
research type for analyzing the CSR activities performed by M&S. Hence, by making evaluation
of qualitative facts and aspects researcher will present the extent to which CSR of M&S is
effective.

Research approach
Approaches of the research may be defined into two types such as inductive and
deductive. Researcher can select suitable approach and thereby would become able to conduct
effectual study when they keep in mind the nature or type of investigation (Kriz, Gummesson
and Quazi, 2013). Inductive approach of the research is highly effectual that focuses on the
formulation of new theoretical framework on the basis of outcome assessed. Hence, deductive
approach is the one which places high level of emphasis on determining solution by testing the
hypothesis. Researcher can derive suitable solution from deductive approach when quantitative
investigation is undertaken. In this, to analyze CSR activities of M&S scholar will employ
inductive approach. Hence, researcher will lay emphasis on the generalization of new theory
regarding CSR in accordance with the output assessed.
Research philosophy
Philosophies of the research provide deeper insight to the scholar about the manner in
which data will be gathered, analyzed and evaluated. Research philosophies are also highly
influences from the type of investigation carried out. Interpretivism and positivism are the main
two philosophies that scholar can undertake to address the issue more effectively and efficiently
(Kumar, 2014). Under interpretivism philosophy, scholar makes analysis of qualitative data set
and thereby presents solution. On the other side, in positivism philosophy researcher presents
solution by evaluating the actual numeric data set. Hence, with the motive to get deeper insight
about CSR of M&S scholar will use interpretivism philosophy. On the basis of this aspect,
scholar will present solution by interpreting the data related to CSR.
Data collection
In order to carry out research in an effectual way researcher can gather data from two
sources such as primary and secondary. Data which is gathered through the means of survey,
focus group, observation etc. is considered as primary information (Martin and Guerin, 2006). In
contrast to this, when researcher makes use of journals, scholarly articles and government report
to carry out the study termed as secondary data. Hence, to evaluate the CSR activities of M&S
data will be gathered by the researcher from both primary and secondary sources. To gather
primary data survey will be conducted by the researcher on managers and local people via
questionnaire. The reason behind the selection of such method is that it furnishes clear and

precise information regarding the issue going to be investigated. For this, researcher will prepare
separate questionnaire to derive suitable results from manager and local people regarding CSR.
Thus, be sending questionnaire to the potential respondents through the online means scholar
will collect data about the CSR of M&S. Along with this; researcher will also make analysis of
books, journals and scholarly articles that are related to the CSR of M&S. By collecting
appropriate information from such data set researcher would become able to highlight CSR
activities of M&S.
Data analysis
It is the process which is highly concerned with making evaluation of gathered data set to
derive meaningful conclusion. There are several or distinct tools and techniques available to
scholar according to the type of investigation. Thematic perception test technique is highly
effectual which in turn helps in finding suitable solution from qualitative data set (McMillan and
Schumacher, 2014). On the other side, quantitative facts can effectually be analyzed through the
means of SPSS such as descriptive statistics, regression, cross tabulation, T and Z test etc. In this
way, data analysis techniques vary according to the type of investigation. Hence, to assess CSR
of M&S scholar will undertake thematic perception test technique. Hence, by preparing several
themes according to the questionnaire scholar will evaluate the views of respondents. By
supporting the findings with secondary data researcher will present the solution of issue. Along
with this, researcher will also prepare graphs with the motive to facilitate better understanding
regarding the output. The behind this, pictorial presentation is highly effectual and helps
stakeholders in developing better understanding regarding the data evaluated.
SAMPLING
Probabilistic and non-probabilistic are the most effectual sampling techniques which in
turn helps researcher in selecting suitable for the study. In this, probabilistic technique are the in
which subject of population gets equal chance to be selected as sample. Simple random, strata
and stratified are the main examples of probabilistic technique (Difference between probabilistic
and non-probabilistic sampling, 2017). In this, samples are randomly selected for the study. It is
an objective method of sample selection which in turn helps in deriving unbiased results or
outcomes. Along with this, under probabilistic technique opportunity of selection is fixed and

known to a great extent. In contrast to this, non-probabilistic sampling technique includes
purposive, convenience etc. Such kind of techniques is highly suitable when exploratory research
is conducted. Hence, in this results are biased to some extent and helps in giving analytical
inferences.
To select respondents for the study researcher will select 10 managers of M&S and local
people to carry out survey more effectually. The reason behind the selection of such sample is
that managers and local people have better idea regarding CSR activities. In this, by taking
reviews from such people researcher can investigate issuer more effectively. For this purpose,
scholar will make use of simple random sampling technique which is the part of probabilistic
technique. The rationale behind the selection of such method is to present unbiased view of the
CSR of M&S.
ACCESSIBILITY
Researcher will face several accessibility issues in terms of data collection regarding the
CSR of M&S. Moreover, now there are several sites which have made high security
arrangements (Sobh and Perry, 2006). Hence, now data cannot be accessed by the researcher
with high level of ease. Further, to access some sites research has to pay some amount which in
turn closely influences the budget of research. In addition to this, some websites demand for
personal information such as mail-id etc. which in turn imposes security threats. Hence,
researcher will do in-depth investigation or research to gather data about the CSR of M&S with
the motive to resolve all the issues. Such aspect will help researcher in conducting the study in
the best possible way.
ETHICAL ISSUES
In order to raise the effectiveness of study researcher is required to follow all the ethical
aspects or concerns. Ethical aspects enable researcher to build distinct image in the mind of users
of investigation report and concerned business organization. Hence, for meeting the ethical
aspects researcher will take permission from the owner of M&S and their employees before
starting the process of survey. This in turn shows that researcher has not compelled to anyone to
participate in survey. Along with this, all the data sources have properly been cited by the

researcher to comply with the ethical aspects. Citation of data source entails that study and its
outcomes are highly authentic. References and citation shows data has been rephrased by the
researcher to resolve the issue which is going to be investigated. Hence, researcher will prepare
reference list and do citation to entails that study is highly appropriate.
SIGNIFICANCE
The present report which is carried out by the scholar is highly significant for M&S and
other business organizations which are operated in UK retail sector. Moreover, study which will
be conducted by the researcher on CSR helps retail business units in evaluating its importance
level. Further, study will also assist M&S in identifying the ways that it can undertake to get
benefits from CSR activities or initiatives. In this way, research study which will base upon it
helps M&S in strategic action or initiatives. Along with this, such study will also be significant
for other scholars who are planning to conduct analysis for getting deeper insight about M&S
CSR initiatives. In this way, study which will be based on CSR helps other scholars in gaining
deeper insight about the extent to which CSR initiatives are important for an organization.
DELIVERABLES
This research will provide deeper insight about the CSR of M&S. Besides this, research
study will help in assessing the manner in which CSR activities can be performed by M&S. In
addition to this, it is expected from the study that it will furnish information regarding the several
activities that M&S has performed to attain success in the competitive business situations. On the
basis of this aspect, it can be said that M&S is one of the leading organizations which has taken
initiatives for the welfare of society.
REQUIRED RESOURCES
To evaluate the CSR activities of M&S several resources will be required by the
researcher is enumerated below:
 Financial resources: To conduct investigation more effectually and within the suitable
time frame scholar requires monetary resources. For data collection, analysis and