Implementing CSR Activities: Ernst & Young's Sustainable Objectives

This report presents a comprehensive case study on Ernst & Young's corporate social responsibility (CSR) activities, focusing on their implementation to meet sustainable objectives. The report begins with an introduction highlighting the significance of CSR in the modern business landscape, particularly within the context of the UK's Companies Act. It outlines the aims and objectives of the research, which include identifying the importance of CSR, analyzing EY's CSR practices, assessing their impact on sustainable development, and providing recommendations for improvement. The report details the project management plan, including cost considerations, scope, timeframes, quality assurance, communication strategies, and risk management. It then describes the research methods employed, including the research philosophy (positivism), approach (deductive), strategy (interviews), and data collection methods (primary and secondary). The analysis section presents both quantitative and qualitative research findings, including survey results on stakeholder awareness and satisfaction, as well as insights from interviews with company managers. The report concludes with recommendations for enhancing EY's CSR activities and a final assessment of the research's objectives and findings.

IMPLEMENTING CSR ACTIVITIES WITHIN
ORGANISATIONS TO MEET SUSTAINABLE OBJECTIVES
A CASE STUDY OF ERNST & YOUNG
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Table of Contents
Introduction................................................................................................................. 3
Part 1...........................................................................................................................3
P1. Devising aim and objectives of the research work................................................3
P2. Producing a Project Management Plan based on the following............................4
P3. Producing WBS and a Gantt chart for the required time frame.............................5
Part 2...........................................................................................................................6
P4. Providing research methods used for the research work......................................6
P5: Analysis of the research....................................................................................... 7
P6. Providing recommendations and drawing conclusions:......................................13
Part 3.........................................................................................................................13
P7: Undertaking the objective value to meet the objectives and learning of own
performance..............................................................................................................13
Conclusion................................................................................................................ 15
Reference List...........................................................................................................17
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Introduction
Corporate social responsibility is an essential part of every business organization.
Each and every business is doing their work in a specific environment and society.
The government of a country provides area to do a business, so every business
organization is responsible to give something in return to the government. According
to Companies Act in UK, it is mandatory to set aside a certain amount of company
profit in order to meet some certain activities which are called “Corporate Social
Responsibility. ‘Ernst & Young’ is one of four largest companies in UK, having top
report regarding CSR activities. Relationship between developed and developing
economy, global organizations, and different sectors increases the interdependency
between business activities and society. CSR is part of this standard. ‘Ernst &
Young’ is such a company in UK can maintain. It is having major role in developing
the economic growth of a nation. (Ernst&Young.com.2017)
Reason of Choosing:
Due to good quality CSR reporting, Ernst & Young Company has been chosen to
highlight their techniques used in maintaining corporate social responsibility. The
Most Remarkable impact of ‘EY’ on the society is supporting the stability of local
economic growth. By their business, they contribute a remarkable portion of profit in
enhancing the own country’s economy.
Part 1
P1. Devising aim and objectives of the research work
Aims:
The importance of Corporate Social Responsibility in maintaining sustainability and
identifying competitive advantages of the business.
Objectives:
 To identify the importance of Corporate Social Responsibility
 To analyse the CSR activities that are performed by “Ernst & Young”
Company in UK.
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 To critically analyse the impact of CSR on sustainable development and
competitive advantage of Ernst and Young, UK
 To provide fruitful recommendations for upgrading the CSR activities of the
company
P2. Producing a Project Management Plan based on the following
1. Cost: On the basis of the company's information mentioned in the company
website and data collected from direct interactions with company managers,
dissertation is made. After making face to face contact maximum information is
gathered. Not only with head office but also interaction is made with different branch
offices of the company. Information is collected about activities of different levels of
management. After taking the written information that is put into the computer and
print out is taken. Data of different accounting periods are taken to consider the CSR
related activities which can be taken as standards by other companies.
2 Scope: Research work has been taken to show the emerging needs of CSR
activities in respect to current business scenario. CSR is vital part of each company’s
business activities which increases the levels of standard in a business organization.
As the company is having excellent report in respect to corporate social
responsibility, this is adopted as a tool to exert the CSR norms and its implications
so that small companies can take correct steps regarding CSR activities.
3 Time: Each and every research work whether it is business related or any other
issues, time is the main factor. On the basis of time research work can be done
properly. In short time period long term project plan or any research work cannot be
done. For a big research work time is the main element. As per time research activity
varies. This variation reflects the reliability and acceptance of a specific research
work. In this research work time is taken to collect data almost 7 weeks. During this
time period information collected and research work is completed successfully. Time
limit is the limitation of each and every project formulation work. So, in this research
time is also a constraint i.e. within the above specified time period data collection is
done and according to the reflected figure ultimate research work is done.
4. Quality: Maximum information is collected by making interview and a small
proportion of information is collected from the company website. As majority of
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research work is done as per primary data, so it can be said that project regarding
CSR activities to measure sustainability is made with a quality data.
5. Communication: Communication gap is another problem regarding research
work. If proper communication can be made then it is easy to get correct information.
Queries must be cleared to the researcher and respondent. If query is heasy to both
the persons then it is difficult to collect right data and research cannot be run
efficiently. In this activity there is no communication problem in gathering data.
6. Risk & Resources: Risk is a common element of any work. Research work is
continued on the basis of some reliable information. A company will provide reliable
data or not is completely depends on higher level management. Research will be
good as per correct information. After collecting data from different resources, that
should be assembled accurately to make a good level.
P3. Producing WBS and a Gantt chart for the required time frame
Main activities 1st
week
2nd
week
3rd week 4th and
5th week
6th
week
7th
week
Selection of the
topic
Research
methodology
Collection of
primary and
secondary data
Analysis and
interpretation of
data
Conclusion and
Recommendatio
n
Final submission
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Part 2
P4. Providing research methods used for the research work
Research specifications
According to Scholten and Kang, (2013, p-95), research specification is a common
set of regulations which is used by a researcher to continue the research work
properly. Without following these rules research work is not implemented correctly. It
includes research philosophy, research design etc.
Research Philosophy: There are mainly two types of research philosophy. One is
positivism and another is interpretivism. Here positivism philosophy is considered. As
the research project is completely original fact based, so positivism philosophy is
taken. This philosophy is comparatively more effective than the interpretivism
philosophy. According to positivism philosophy, logical explanation can be easily
given.
Research Approach: Research theory is mainly of two type’s i.e. inductive and
deductive approach. There is one basic difference between inductive and deductive
approach of research. Deductive approach of research is adopted in this activity. As
per Noronha et al., (2013, p-29), this theory mainly includes the testing of prevailing
theory. On the contrary inductive approach only implements new theory.
Research Strategy: It is selected as per motive of research activity. Research
strategy may be of different type’s viz. interview process, survey process etc. A
researcher will select that technique which is most cost effective method. Here
interview is made for research activity.
Data collection methods:
Data can be collected in two ways. One is primary and the one is secondary data
collection. Here both primary and secondary accumulation techniques are applied.
Sometimes research activity can be continued by fully primary data accumulation
method, sometimes, it is based on secondary data and sometimes it is partly primary
and partly secondary data. As stated by Doda et al., (2016, p-257), primary data is
also of two types. One is primary qualitative data and another is primary quantitative
data. In this activity both are followed. I
Data collection tools:
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The tool which is selected for the activity is survey questionnaire. In such a way
research is made with the respondents. Here close ended survey questionnaire
system is adopted. Open ended interview questionnaire technique is followed for
interviewing managers.
Sample size and technique:
Sampling technique may be probability based or non probability based. Probability
based sampling is made on random basis and on the contrary nonprobability based
sampling refers to the purposive sampling intervention. On the basis of research type
purposive sampling or probability based sampling is followed. In this project
probability based technique is adopted i.e. random sampling. Here sample size is
taken 35.
Accuracy and Reliability issues:
All the data collected for research purpose is accurate and reliable sources. It is
done by interview process and website. Reliability and accuracy are vital for any
research project. So, data is gathered from different sources carefully.
P5: Analysis of the research
Qualitative as well as quantitative research has been carried out and the response
provided by the people has been recorded on order to draw proper conclusions from
them. For the quantitative research, a total of 35 respondents were selected and a
questionnaire was distributed to them. For the qualitative research, three managers
of the company were interviewed.
Quantitative research
1. Are you aware of the CSR activities of this company?
Options Total No. of
respondents
No. of responses
received
% of
respondents
YES 35 20 57.1%
NO 35 15 42.8%
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Table 1: Awareness of CSR activities of the company
(Source: Created by Self)
Figure 1: Awareness of CSR activities of the company
(Source: Created by Self)
Analysis:
The question was put forward to the people in order to check the level of awareness
of the activities within the customers. As per the responses received from the people,
it was found that the majority of people were aware of the CSR activities carried out
by the selected firm. This is due to the successful advertisements made by the
company regarding these activities.
2. To what extent are you satisfied with the CSR of the company?
Options Total No. of
respondents
No. of responses
received
% of
respondents
Highly satisfied 35 14 40%
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Satisfied 35 10 28.5%
Neutral 35 2 5.7%
Dissatisfied 35 8 22.8%
Highly
dissatisfied
35 1 2.8%
Table 2: Level of satisfaction
(Source: Created by self)
Figure 2: Level of satisfaction
(Source: Created by self)
Analysis:
People were asked to provide their views regarding the level of satisfaction in the
context of CSR carried out by the company. After having evaluated the response
given by the people, it was found that a large number of people were highly satisfied.
The involvement of the company in this field can be considered to be successful on
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the basis of this response. The percentage of people who said that they were
satisfied was larger than the people who were dissatisfied. Only a few people were
found to be neutral on this question and the number of highly dissatisfied people was
found to be the lowest of all. The company has to meet the expectation of the
customers who are not yet satisfied.
3. How do you rate the Responsibility of the company towards the
environment?
Options Total No. of
respondents
No. of responses
received
% of
respondents
Highly
responsible
35 13 37.1%
Responsible 35 11 31.4%
Neutral 35 3 8.5%
Irresponsible 35 7 20%
Highly
Irresponsible
35 1 2.8%
Table 3: Responsibility towards environment
(Source: created by self)
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Figure 3: Responsibility towards environment
(Source: created by self)
Analysis:
The people were asked to rate the company in terms of its responsibilities towards
the environment. The response provided by them was recorded and evaluated. A
maximum of the people believe that the company is responsible towards the
environment. However, a fair number of people do not find the same. It may be the
reason that these people are unaware of these activities and they have to be made
aware of the same. Only a few people have provided a neutral response to this
question.
Qualitative research
1. What are the benefits of the CSR on your business?
Operational manager Marketing manager HR manager
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“It has helped a great deal in
creating a positive effect on the
stake holders”
“It has helped
increasing the sales of
the company”
“The employees are
motivated by the
increased sales”
Analysis:
The operations manager shared that the CSR activities carried out by the company
has been able to impress the stakeholders to a great extent. As these activities help
in enhancing the image of the firm, the stakeholders are able to build a greater trust
on the company. As per the marketing manager, the sales of the company have also
grown after getting involved in this. The HR manager said that the employees have
been motivated by the increased sales and are providing further efforts in their job.
This is due to the fact that employees have also been involved in these activities to a
great extent.
2. What are your future plans for upgrading these activities?
Operational
manager
Marketing manager HR manager
“We shall increase
our activities in this
field”
“We shall plan more
campaigns to make our
customers aware of this”
“The employees will be
encouraged to contribute better
towards the success”
Analysis:
Having witnessed the positive effects off the CSR activities, the operations manager
has made a decision to increase the CSR activities. They are planning to be involved
in providing help for educating poor children. In order to do the execution of the plan,
the marketing manager is planning some campaigns for spreading awareness
among the people. In this context, the HR manager will divide the workflow in the
employees to ensure a better performance for the plan to be executed.
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P6. Providing recommendations and drawing conclusions:
Recommendations:
Each research is having some positive and negative result. After making research on
collected data positive sign is got maximum and this is undoubtedly a good sign that
57.1 % sample is aware of company CSR activities. But positive portion is not so
high if it is compared with the negative portion. Negative portion must be reduced
and for this a large number of sample sizes are needed. Further to know the extent
of satisfaction highly satisfactory result has been collected is 40%. If it is higher, then
it is the good sign but if it is smaller then the result is bad. To get highly positive
result further research activity can be done. ‘Every company is responsible to the
environment’, in this perspective when data is collected, a very satisfactory result is
obtained. Out of 35 respondents this excellent feedback is collected. It is really a
good sign for evaluating the implementation of corporate social responsibility. By
making further research more satisfactory outcome may be achieved. This research
work is made with a small sample size. If this size is higher, more effective result can
be obtained but the research conducting process is time consuming and cost is most
vital factor. Overcoming these problem, if a large team of research work can be
constructed then it is easy to conduct further concrete activity. This research project
can be done taking other big companies and that can give more better and desired
result.
Part 3
P7: Undertaking the objective value to meet the objectives and
learning of own performance.
Linking objective 1: Objective 1 of the research can be linked with qualitative
question no 1 where we can find that the Corporate Social Responsibility is important
since it is beneficial for Ernst and Young Company. The majority of the response are
aware of the CSR activities as the their sales getting higher, positive effect while
dealing with the stakeholders whereas few respondents are neutral about their
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performance as they expect more from them. Negative is few as the employees are
aware of the activities.
Linking objective 2: Objective 2 of the research analyse the performance of the
CSR activities by “Ernst & Young” Company in UK. A majority of the response are
highly satisfied with performance and they considered as a successful on the basis
of response. Responders are quite satisfied with their promotion which make the day
to day update regarding the activities that are taking place and also responding quite
successfully. This campaign make them more beneficial about the activities taking
place . Newspaper, televisions, posters are the different means of
promotions.Advertisement of the company make the customer's know about the
Dissatisfaction level are very few as may be they are not at aware of the campaigns
held or the CSR community has to upgrade their advertising structure which will
make an hundred percent achievement over the research. Success goal will be
faster if the campaigns is high .
Linking objective 3: Objective 3 which analyse the impact of CSR on sustainable
development and competitive advantage of Ernst and Young, UK. Maximum number
of persons are aware of the activities that are responsible for environment. They
believe CSR knows about their responsibility and playing a vital role.Upgradation of
liquid waste , clean drinking water , domestic toilets which minimize the open
defecation. The awareness campaigns help to maintain the environment. Only
limited person disagree with it as they are not aware about the it or not at all
interested with it. As they feel proper sanitation are not imposed on it drinking water
are not properly imposed. Neutral number of persons are very few in number who
are dissatisfied for lowest of all.
Linking objective 4: Objective 4 that provide fruitful recommendations to upgrading
the CSR activities of the company. The manager has decided to increase the
activities, education planning, marketing campaigns among the customer. Proper
sanitation in rural infrastructure and road safety also the driving skill of training in the
local community. Training the young employees with more and supporting design of
industrial training across the country. Management must encourage its employee
and trainee for volunteering in the community by sharing their skill. Proper guideline
should be provided that will motivate them. Company can create a training institution
in low cost which will make the new up coming generation to generate job from
underprivileged by spreading quality road safety and meeting their needs. To
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execute this marketing manager should have a strategy over
spreading such awareness among the people. For betterment HR can plan the
division of the workflow and divide the field of the job done the employee. This make
perfomance in better and planned way. Vocational training can imposed to their
employee. Company can undertake social project in focus manner to maximise the
impact of the project. There are many more training like education to poor
childrens,providing study materials for training, these are projects to upgrade the
activities of CSR. Management can also provide scholarship facilities to make to
needy and poor children for their education and for further studies. Polytechnics
enhance the opportunities for the training institution which facilitated for the
development of the students which will make the students ready for industry work.
Increase in different activities to make the future plan successful. Goals will
achieved in a faster way by the means of increased technology and getting success
as fast a s possible. New construction and infrastructure make the achievement as
faster as possible.Awareness program for women and children are highly needed for
the campaign. Refresher course of training to enhance driving skill . traffic
knowledge, safety and health. These are the recommendation for upgrading the link
as explained in the table above.
Conclusion
As per companies act CSR activity is most crucial part of any business. The project
is made to make awareness among different business organizations. Every business
should follow some specific guidelines regarding the CSR activities. It is needed to
create a value to the society in respect of the organization. It is essential to make to
take a competitive advantage and maintain sustainable development. To hold a level
of standard, every business enterprise should follow some rules or framework and
CSR reveals that rules. This creates long term value to the society and ultimately the
growth of economy as whole. When a company can comply with the standards
globally, it is really an excellent sign of growth. Each small business can develop
themselves very quickly by maintaining corporate social responsibility. It is needed to
behave ethically for every business. Ethical behaviour makes a company
performance more effective. Activities done can be compared with a framework. Now
a days, business organizations gradually embraced the CSR activities as a tools of
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development, effectiveness. Each company needs to set aside a certain amount of
profit portion to make CSR. Without CSR company performance cannot be
evaluated. So, the research work is made to increase awareness of ethical
standards for every enterprise.
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