Analyzing CSR Effects on John Lewis Marketing for Profitability

This research project analyzes the effects of Corporate Social Responsibility (CSR) on the marketing department of John Lewis, aiming to promote profitability and financial sustainability. The study, based on managerial viewpoints, examines the impact of CSR on marketing activities, brand image, and employee engagement. Key themes explored include the perceived financial benefits of CSR, the impact on profit growth, and the advantages for the marketing department. The research reveals that most managers believe CSR initiatives enhance brand image, attract consumers, and are essential for marketing success. Recommendations include increasing employee involvement in CSR activities through training, aligning marketing strategies with CSR initiatives, and focusing on CSR activities that boost product promotion and brand reputation. The report concludes with a call to integrate marketing efforts with CSR to drive success and growth. The report also contains references to research methodologies and literature.

“ To analyse the affects of CSR on marketing
department in John Lewis for promoting
profitability and financial sustainability”
Research project

Research aim and objectives
Research aim – To analyse the affects of CSR on marketing
department in John Lewis for promoting profitability and
financial sustainability”
Research objectives –
To analyse the concept of Corporate social responsibility in
John Lewis
To examine the impact of CSR on marketing activities of
John Lewis to promote profitability and financial
sustainability
To advise different CSR activities and initiatives to promote
profitability and financial sustainability

LO3
P5 Analysis of research and data
Theme 1: Majority of managers had viewed that CSR
activities provides financial sustainability to John Lewis
6
4
Yes
No

Theme 2: Most of respondents agreed to the fact that CSR
initiatives increases the opportunities for growth in profits
3
2 2
2
1
Agree
Strongly agree
Neutral
Strongly disagree
Disagree

Theme 3: Majority of managers accepted that CSR activities are
advantageous for Marketing Department of John Lewis
Yes No Can's say
0
1
2
3
4
5
6
7
6
2 2
Series1

Theme 4: Majority of respondents favoured the fact that CSR initiatives
promotes a strong brand image of John Lewis
Agree Strongly agree Neutral Strongly disagree Disagree
0
0.5
1
1.5
2
2.5
3
3.5
3 3
2
1 1
Series1

Theme 5: Half of the respondents agreed that employee engagement is
important for implementing CSR initiatives
Yes No
0 1 2 3 4 5 6
5
5
Series1

Theme 6: Most of the managers agreed to this fact that CSR activities
play an essential role in marketing due to the reason that it creates
attracts more and more patrons in John Lewis
5
3
2
Attracts more and more consumers
Creates a positive image of organisation
Promotion of products and services

Theme 7: Majority of managers accepted that marketing department
gets influenced by CSR initiatives in their organisation
Yes No
0
1
2
3
4
5
6
7
8
7
3
Series1

Recommendations
John Lewis firm is recommended that it should increase involvement of staff in implementation of
CSR activities. For this, it should provide effective training sessions to them so that they
perform well in their jobs which will prove beneficial for the firm.
It is advised to initiate such activities and initiatives of corporate social responsibility that it
enhances the brand image of the firm. If brand image of firm will be good then it will reap
positive advantages for company as well as staff.
Cited firm is advised to pay more focus on those CSR activities which gives importance to
promotion of products and services and creates a positive reputation of firm. It should increase
the integration of marketing activities with CSR initiatives.
It is suggested to quoted enterprise that it should take up those activities of CSR which are more
beneficiary for improving its brand image. These initiatives could be women empowerment
initiatives, child health care and education, health services etc.
This is recommended to quoted organisation that should align its marketing activities and
strategies with the CSR activities which will collectively take the firm to new heights of
success and growth. These activities could be promotional activities or marketing tactics,
marketing objectives etc.

REFERENCES
Vamsi Krishna Jasti, N. and Kodali, R., 2014. A literature review of empirical
research methodology in lean manufacturing. International Journal of
Operations & Production Management, 34(8).pp.1080-1122.
Novikov, A.M. and Novikov, D.A., 2013. Research methodology: From philosophy
of science to research design (Vol. 2). CRC Press.
Gioia, D.A., Corley, K.G. and Hamilton, A.L., 2013. Seeking qualitative rigor in
inductive research: Notes on the Gioia methodology. Organizational Research
Methods, 16(1) pp.15-31.
Dumay, J. and Cai, L., 2015. Using content analysis as a research methodology for
investigating intellectual capital disclosure: a critique. Journal of Intellectual
Capital, 16(1). pp.121-155.

THANK YOU