CSR Practices' Role in Enhancing Business Competitiveness: John Lewis

This report explores the role of Corporate Social Responsibility (CSR) practices in enhancing business competitiveness, focusing on John Lewis as a case study. It begins by introducing the background and rationale for the research, emphasizing the importance of CSR in improving business operati...Read More

Corporate Social
Responsibility

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of the Research...................................................................................................1
Rationale of the Research.......................................................................................................1
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
LITERATURE REVIEW................................................................................................................3
To identify the role of Corporate Social Responsibility (CSR) practices in the context of
improvising business operations.............................................................................................3
To determine the impact of Corporate Social Responsibility (CSR) over the performance of
John Lewis..............................................................................................................................4
Corporate Social Responsibility (CSR) approaches that can be implement by John Lewis to
increasing organisational competitiveness.............................................................................4
RESEARCH METHODOLOGY.....................................................................................................6
Research philosophy...............................................................................................................6
Research approaches..............................................................................................................6
Research strategy....................................................................................................................6
Research choices....................................................................................................................7
Data collection........................................................................................................................7
Time horizon..........................................................................................................................7
RESEARCH AND FINDINGS.......................................................................................................8
CONCLUSION..............................................................................................................................10
RECOMMENDATION.................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Background of the Research
Corporate social responsibility refers to self- regulation business model helps an
organisation to socially responsible. It can assist forge stronger connection among the staff
members and businesses, enhance more and also help the employer and employees connected
with each other. Main purpose of Corporate Social Responsibility is to improve transparency of
organisational activities. Its objective is to enable the firm to measure impact of environment
activities. It is helpful in enhancing competitiveness of business through improvising the
business operations (Advantage, 2020). Being socially responsible firm can enhance reputation
of an organisation and develop its brand. John Lewis is brand of the high end of departmental
stores that operating in Great Britain. This organisation has failed to make most of appealing
work as this provides on daily basis. Engagement of stakeholders is presented with the
information how and why firm engages.
Rationale of the Research
The project into consideration is based on analysing the role of corporate social
responsibility practices in increasing the competitiveness of the business by improvising the
operations. Therefore, it is an important area of study which aid the researcher in enhancing idea
and knowledge in relation to the similar subject. The major intention of executing the research is
that CSR is the major concern of the business and it is imperative in enhancing the operational
ability of the business, thus the study is imperative in rendering suitable idea about the role of
CSR in growing operations of the business (Crane, Matten and Spence, 2019). The another
intention of executing the research is the personal interest of the researcher as the investigator
wants to explore own idea and knowledge in relation to the specific idea. In addition to this, the
project is creating value for John Lewis in the manner to providing idea about the role of CSR in
the growth operations of the business. Thus the study also initiating the suitable CSR practices
and approaches that can be implement by John Lewis in improvising the business operations.
John Lewis is
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Research Aim
To identify the potential role of corporate social responsibility (CSR) practices in
increasing the competitiveness of the business by improvising the operations. A study on John
Lewis.
Research Objectives
 To identify the role of Corporate Social Responsibility (CSR) practices in the context to
improvising business operations.
 To determine the impact of Corporate Social Responsibility (CSR) over the performance
of John Lewis.
 To analyse the suitable Corporate Social Responsibility (CSR) approaches that can be
implement by John Lewis to increasing organisational competitiveness.
Research Questions
 What is the role of Corporate Social Responsibility (CSR) practices in the content to
improvising business operations?
 What is the impact of Corporate Social Responsibility (CSR) over the performance of
John Lewis?
 What are the suitable Corporate Social Responsibility (CSR) approaches that can be
implement by John Lewis to increasing organisational competitiveness?
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LITERATURE REVIEW
Literature review is defined as the survey regarding scholarly sources regarding particular
subject area. It is a written summary of evidence state on research issue. It can integrate research
evidence to sum up about the known and unknown. There have been secondary sources of data
collection used to attaining the research objectives within given time period. It critically
evaluates the work in context to investigate the research related issues. Main purpose of literature
review is to gain proper understanding of existing research related to specific subject area.
Conducting the literature review assists in develop knowledge of area (Frynas and Yamahaki,
2016).
To identify the role of Corporate Social Responsibility (CSR) practices in the context of
improvising business operations
As per the opinion of Collier (2019), it has been stated that Corporate Social
Responsibility(CSR) is a private business regulation model, that helps an organisation for being
accountable to its stakeholder, society, and to itself. Within a few decades, CSR has proven to be
as important for the community and more valuable from an organisational point of view. Various
studies have argued that through a CSR programme, a business can benefit society by adopting
healthy business practices. CSR has a broader role in context to the business point of view. It has
been discussed that CSR has become a basic business practice across the various business, this is
because a business depends on and uses the resources of the society, hence it creates an
obligation for a business to look over the welfare of the society. However, many studies have
executed that CSR and business operations are co-related to each other; CSR has helped the
business to improve their performance at certain levels. It has been observed that if an
organisation achieves its business goals along with meeting CSR, that would be considered as
the high organizational performance of the company. Therefore, the firm enjoys a brand
reputation and stands out from the competition. These firms also enjoy media coverage as the
public will have a keen interest in the social activities of these firms. Corporate reputation terms
as the intangible asset for an organisation (Grayson and Hodges, 2017). As per the perspectives
of various studies, it has been pointed out that human resource is the essential asset of an
organisation; the key to the success of every business relies upon the growth of the employees.
Research has shown that a healthy work environment gives more job satisfaction to the
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employees and they will be a self-incentive. It has been found that an organisation that has
ability to retain their employees will have higher sustainability development performance
growth.
To determine the impact of Corporate Social Responsibility (CSR) over the performance of John
Lewis.
As per the viewpoint of Zairi and Peters (2021), it has been stated that Corporate Social
Responsibility emphasised the ethical and moral problems, that affect organizational behaviour
and corporate decision making. CSR is s kind of International private business regulation that
focuses on society's welfare through ethical oriented practice. Therefore, CSR policies of
business can also be understood as Corporate ethics strategy. John Lewis, a retailer based largest
and longest employee-oriented business in the UK. John Lewis also has its business operation in
Ireland and Australia. John Lewis sells the basic brand merchandising via their owned employee-
owned organization particularly known as John Lewis and Partnership, the largest Co-operative
in the soil of the UK (Hopkins, 2016). John Lewis in its recent business practice has witnessed
that CSR has become a crucial element for doing business in the 21st century. This is because of
the recent business culture, that has turned CSR into a strategic initiative that contributes to the
brand's reputations. Besides this, John Lewis may engage in CSR for ethical as well as strategic
purpose. Many studies have argued that the main aim of adopting CSR in business strategy is to
assure that John Lewis is accountable to their stakeholders. John Lewis has adopted a “fair
treatment” policy in their business, therefore it will enhance the employee and employer
relationship, their workplace is productive and positive that will also enhance personal and
professional growth. As per the contextual point of view, being the largest employee-oriented
organization, it is proven that employees who enjoy more working in a company will have a
good public image (Jamali and Karam, 2018). John Lewis made its commitment to sustainable
environmental development, they have reduced the use of carbon footprints, use recycle wastage
as raw material, and managing food wastage. Considering this initiative, they are creating a
competitive edge to stand out from the competition of their industry.
Corporate Social Responsibility (CSR) approaches that can be implement by John Lewis to
increasing organisational competitiveness
According to opinion of LaMere (2018), Corporate Social Responsibility can be
understood as the ethical and moral factors that affect the organisational function and decision
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making, CSR is a type of international private business regulations model that obliged business
to do something in favour of social welfare. CSR has become a trending topic for doing business
in this 21st century (Storey and Salman, 2017). John Lewis has engaged in CSR business
practices to assure that they are accountable to their stakeholders. It will be not wrong to say that
CSR builds brand reputation. Hence, it will boost the trust in the minds of stakeholders of John
Lewis, as the business that looks after the society will not do anything unethical practices.
Therefore, stakeholder trust will have an adverse impact on John Lewis's business success,
profitability, and brand reputation (Lau, Lu and Liang, 2016). In a recent time, John Lewis
introduces a “fair Treatment” policy, this will make employer and employee relationships
stronger, employees will find themselves valuable. This practice will deliver a positive and
productive workplace to work. John Lewis made its commitment to sustainable environmental
development, they have reduced the use of carbon footprints, use recycle wastage as raw material
(Storey and Salaman, 2017). Hence, investing in social benefits will lower down their profit
share. However, if John Lewis stops investing in society's welfare, it will create a bad image in
the public and their sales will fall down. Commitment to social responsibilities and ethics will
brings more media coverage, thus, it will make people hear more about your brand, hence the
brand awareness will be increased.
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RESEARCH METHODOLOGY
The research methodology is explained as specific process that used to determine, choose
and examine the information regarding the particular subject area. There has been research onion
used by consisting the various layer. This framework was developed through Saunders et. al.,
2007 to explain stages by which an investigator should pass when developing effective
methodology (Liang and Renneboog, 2017). Various layers considered in research onion
mention below:
Research philosophy
The first layer of research onion is research philosophy. It is belief regarding way under
which data regarding phenomena should be effectively collected. There are positivism and
interpretivism are two different philosophies of an investigation (Osagie and et. al., 2016).
Justification: In this investigation, Interpretivism research has been used as experience
regarding natural phenomena. The main reason behind using this research philosophy is that it
consists the investigator to interpret the study components.
Research approaches
It is related to the procedure for an investigation that span steps from wider assumption to
the detailed data collection methods, analysis and then interpretation. There are deductive and
inductive two different research approaches (Schäfer, 2016).
Justification: There has been inductive research approach used because it is based on
qualitative research method. This is an approach to an investigation as it begins with proper
observations and end of investigation. It provides the general to specific information regarding
the role of corporate social responsibility (CSR) practices in increasing the competitiveness of
the business by improvising the operations.
Research strategy
The research strategy is mainly introducing major components of research project to
completing an investigation. There are different research strategies for an instance action
research, interviews, surveys, case study, systematic literature review and others (Scherer and et.
al., 2016).
Justification: There has been systematic literature review used. This research strategy
identified and critically appraises an investigation in context to answer in a clear manner to
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formulated questions. It is kind of the review that mainly use the repeatable analytical method to
gather the secondary data and analyse this.
Research choices
It seeks to information regarding what data is gathered from different methods. The
methods are strategies, techniques and processes used in data collection for analysis to uncover
new information. Qualitative and quantitative two different research methods (Schrempf-Stirling,
Palazzo and Phillips, 2016).
Justification: Qualitative research method has been used as it emphasises the objective
measurement. It consists gathering and examining the non- numerical data to understand the
opinions and concepts. This is used to collect in- depth insights into issue.
Data collection
Data collection refers to process about collecting and analysing information on the targeted
variable in established system. Main goal of data collection is to capture the quality evidence that
permit analysis in order to lead to formulation of credible answers (Yakovleva, 2017).
Justification: There has been secondary method of data collection used. This data is
gathered through someone else for aim of doing the investigation. This data is available from
other sources and through this method it is easy to collect the information. different sources used
in collection of information are books, journals, articles, internet sources and others (Schwartz,
2017).
Time horizon
Time horizon is defined as fixed point of the time in future at which processes will be
assumed or evaluated to the end. There is cross- sectional and longitudinal are two different time
horizons (Wang and et. al., 2016).
Justification: There has been cross- sectional time horizon used as this consists gathering of
the data and information at particular period of time. This helps in completing the research
activities within given time period and provide the positive research outcomes.
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RESEARCH AND FINDINGS
The analysis is based on the secondary method of data collection. For analysis of collected
data, there has been content analysis method used. Content analysis method of research has been
used as it helps in identify presence of the concepts and themes within qualitative data. The
content analysis on qualitative basis is method for subjective interpretation of content by
systematic classification coding process and also identifying the themes.
THEME 1: Role of Corporate Social Responsibility (CSR) practices in the context to
improvising business operations.
It has been analysed that Corporate Social Responsibility is practice regarding integrating
the environmental and social objectives into the business operations. CSR improves the
reputation of an organisation as responsible as well as sustainable than competitors. It improves
ability to be effective in way that manage marketing and communications to be reinforce the
existing consumers and attract the new consumers. The business objectives are inseparable from
society and environment in which they mainly to perform the long term environmental and social
makes business sustainable. Other than this, Corporate Social Responsibility allow the
businesses to be demonstrate value, engage staff members and also communicate with public
regarding they operate. CSR is helpful in develop the positive impact on improving the business
operations of an organisation. Corporate social responsibility is necessary in managing the
operation that leads in enhancing brand image and enhance sales. This is safe to refer to the
social responsibility as management strategy since the businesses make use of this to develop
positive impact on the society. Other than this, business can be operating in ethical and
sustainable manner through looking at business operations and also impact socially,
environmentally and economically through executing the CSR related policies at workplace.
Firm can have included in donating the money to non- profit company or through contributing
services, time and resources.
THEME 2: Impact of Corporate Social Responsibility (CSR) over the performance of John
Lewis.
From the information, it has been analysis that there is a positive impact of Corporate
Social Responsibility on performance of John Lewis. There is more awareness that the activities
of CSR are not in charitable nature but they are contributing to positive reputation of an
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organisation, enhanced customers and employee satisfaction. Main purpose of corporate social
responsibility is to provide back to community and also give the positive social value. Firms are
enhancing turning to the corporate social responsibility to make difference and develop positive
brand image in an organisation. The corporate social responsibility aids to attract and sustain the
top quality talented staff members. Staff members look for the staff members that ethical values
which align with own. When company advocate for environmental or social cause, this is not
show several advantages regarding corporate social responsibility to the society but this could
advantage bottom line. It provides the better reputation to the high customer loyalty. Key
creating ROI is to develop the strategies CSR program which resonated with the customers and
makes impact in the communities and communicating outcomes. company investing in attracting
the consumers through education efforts that can pay off for firms in form of enhance ongoing
and engagement loyalty. On the other hand, positive organisational activities concerned to the
internal and external corporate social responsibility that will lead to enhance job satisfaction in
staff members which can positive impact on the employee performance. This will mediate
relationship among the internal CSR and the employee performance. Being responsible socially,
firm can enhance impact of firm and develop the brand. The social responsibility mainly
empowers the staff members to leverage corporate resources at disposal to do better. The formal
corporate social responsibility programs are helpful for company in enhance morale of staff
members and lead to high productivity in workforce.
THEME 3: Corporate Social Responsibility (CSR) approaches that can be implement by
John Lewis to increasing organisational competitiveness
From the information gathered through secondary sources, it has been examined that
Corporate social responsibility lets the business to stated that they are passionate regarding work.
It is necessary for an organisation to align with the values and mission. There are many ways to
provide back as well as participate in community. Firms have taken this step through
incorporating the social responsibility as value. There is a need to mobilize the staff members by
committee. There are chances that staff members on John Lewis are passionate regarding the
social responsibility. In regards to this, volunteering together can be better activity regarding
team building. Include establishing continuous schedule for the volunteer events with
departments or team. The main focus of company is to enhancing the performance level of staff
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members by improving its CSR activities. This will help in enhance the brand image and also
attaining the competitive advantages within an organisation.
CONCLUSION
From the above mention report, it has been analysed that Corporate social responsibility is
helpful in improving the operations of business. It is kind of the business self- regulation that aim
is to contribute towards social objectives. Corporate social responsibility (CSR) practices plays
necessary role in increasing the competitiveness of the business through improvising the
operations. There has been literature review conducted by consisting the secondary sources for
an instance articles, internet sources, journals and others. There has been discussion regarding
the role of Corporate Social Responsibility (CSR) practices in the context to improvising
business operations. It provides the detailed explanation regarding the specific subject area. This
helps in enhancing the brand image as well as reputation of an organisation. Research
methodology plays an important part in this investigation as this helps in provide the information
about analysis of collected data. In conducting the present research, there has been research
onion consists by including the various layers. There has been interpretivism research philosophy
used because it provides the detailed as well as in- depth understanding related to specific area.
The inductive research approach has been used because there is not any time limited to complete
an investigation and attaining the positive research outcomes. Systematic literature review has
been used as the effective research strategy. For collection of information, there has been
secondary method of data collection used because it is time saving and easy to collect from
different sources such as books, articles, internet sources and others. There has been content
analysis used to analyse data from using the secondary data collection method.
RECOMMENDATION
The present investigation has been taken into consideration on role of corporate social
responsibility (CSR) practices in increasing the competitiveness of the business by improvising
the operations. The main focus of an organisation to improve the employee performance so that
they can focus on managing the business operations in an effective manner. It is necessary that
company should understand the values for business. It should stand for the diversity as well as
sustainability. It requires to be clear and also integrate brand promise as well as value in to
strategy. In order to execute the CSR related policies, it is necessary to involve staff members in
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process to motivate them. This can help in make innovation within an organisation. Staff
members are likely to be participate in the activities related to activities of Corporate Social
Responsibility when they have been able to contribute to activities and strategies. It is necessary
to mobilise the staff members by committee. In an organisation in which staff members are
passionate regarding social responsibility. There is a need to creating the committee that mainly
focus on efforts which will assure that firm takes action on continuous basis.
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REFERENCES
Books & Journals
Advantage, C., 2020. Corporate Social Responsibility. CSR and Socially Responsible Investing
Strategies in Transitioning and Emerging Economies, p.65.
Crane, A., Matten, D. and Spence, L. eds., 2019. Corporate social responsibility: Readings and
cases in a global context. Routledge.
Frynas, J. G. and Yamahaki, C., 2016. Corporate social responsibility: Review and roadmap of
theoretical perspectives. Business Ethics: A European Review. 25(3). pp.258-285.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Hopkins, M., 2016. The planetary bargain: corporate social responsibility comes of age.
Springer.
Jamali, D. and Karam, C., 2018. Corporate social responsibility in developing countries as an
emerging field of study. International Journal of Management Reviews. 20(1). pp.32-61.
Lau, C., Lu, Y. and Liang, Q., 2016. Corporate social responsibility in China: A corporate
governance approach. Journal of Business Ethics. 136(1). pp.73-87.
Liang, H. and Renneboog, L., 2017. On the foundations of corporate social responsibility. The
Journal of Finance. 72(2). pp.853-910.
Osagie, E. R. and et. al., 2016. Individual competencies for corporate social responsibility: A
literature and practice perspective. Journal of Business Ethics. 135(2). pp.233-252.
Schäfer, H., 2016. 26 Corporate Social Responsibility Rating. A Handbook of Corporate
Governance and Social Responsibility, p.449.
Scherer, A. G. and et. al., 2016. Managing for political corporate social responsibility: New
challenges and directions for PCSR 2.0. Journal of Management Studies. 53(3). pp.273-
298.
Schrempf-Stirling, J., Palazzo, G. and Phillips, R. A., 2016. Historic corporate social
responsibility. Academy of Management Review. 41(4). pp.700-719.
Schwartz, M. S., 2017. Corporate social responsibility. Routledge.
Wang, H. and et. al., 2016. Corporate social responsibility: An overview and new research
directions: Thematic issue on corporate social responsibility.
Yakovleva, N., 2017. Corporate social responsibility in the mining industries. Routledge.
Online
Collier, E., 2019. The Importance of Corporate Social Responsibility for Your Business.
[Online]. Available through: < https://www.highspeedtraining.co.uk/hub/importance-of-
corporate-social-responsibility/#:~:text=Corporate%20Social%20Responsibility
%20(CSR)%20is,society%20in%20which%20it%20operates.>.
LaMere, D., 2018. Tips for improving your corporate social responsibility strategy. [Online].
Available through: < https://www.ceridian.com/blog/tips-for-improving-your-corporate-
social-responsibility-strategy>.
Zairi, M. and Peters, J., 2021. The Impact of Social Responsibility on Business Performance.
[Online]. Available through: <
https://www.researchgate.net/publication/235275714_The_Impact_of_Social_Responsibi
lity_on_Business_Performance >.
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