Analyzing Corporate Social Responsibility in Hilton Hotel Chain

This project report delves into the significance of Corporate Social Responsibility (CSR) for sustainable development and competitive advantage, using Hilton Hotels as a case study. The report begins with an introduction outlining the importance of CSR and its impact on various stakeholders. It provides background information on Hilton Hotels' CSR activities, followed by a literature review that explores the existing research on CSR. The methodology section details the research design, philosophy, type, approach, strategy, and techniques employed, including the use of questionnaires and thematic analysis. The report presents a Gantt chart outlining the project timeline and lists the resources used. The questionnaire used for data collection is included, followed by an analysis of the collected data, focusing on the relationship between Hilton's CSR activities, sustainability, and competitive advantage. The findings indicate positive perceptions of Hilton's CSR efforts. The report concludes with recommendations for Hilton Hotels to enhance their CSR activities and achieve greater sustainability and competitive advantage. References are provided to support the research findings.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND.............................................................................................................................1
LITERATURE REVIEW................................................................................................................1
RESEARCH METHODOLOGY.....................................................................................................3
Research Design..........................................................................................................................3
Research Philosophy...................................................................................................................3
Research Type.............................................................................................................................4
Research Approach.....................................................................................................................4
Research Strategy........................................................................................................................4
Research Technique....................................................................................................................4
Sampling.....................................................................................................................................4
Research Questions.....................................................................................................................4
GANTT CHART.............................................................................................................................5
RESOURCES..................................................................................................................................6
QUESTIONNAIRE.........................................................................................................................6
DATA AND RELATION VARIABLE...........................................................................................8
DATA COLLECTION METHOD..................................................................................................8
DATA ANALYSIS..........................................................................................................................9
CONCLUSION AND RECOMMENDATIONS..........................................................................14
REFERENCES..............................................................................................................................16

Theme: Importance of Corporate Social Responsibility for sustainable development and
gaining competitive advantage.
INTRODUCTION
The corporate social responsibility of an business firm can be described as the
responsibilities of the profit earning firm towards the growth and development society, natural
environment, government and country (11 KEY CHARACTERISTICS OF A GLOBAL BUSINESS
LEADER. 2017). All these are contributing in the success and profitability of firm to some
extent. So, this is the moral duty of large profit making organisation it share some of the profit of
firm with people of society.
In this respective research project the investigator is trying to develop an connection
between the variables of the research problems. In this respective invagination matter the
significant relation between the corporate social responsibility of frim with attaining the
sustainability development goals of firm.
BACKGROUND
From the backgrounds study of particular research topics this can be stated that large
numbers of business firm is actively engaged in developing strategic plan to implement corporate
social responsibilities in working environment (5 Tips for Running a Successful Business. 2017).
This will helps in enhancing the profitability of firm by building good reputation in marketplace
and also helps in enhancing the brand value by delivering good brand image in front of
customers and society people (Elkington and Smallman, 2002). This can be evaluated from the
background study of action plans of Hilton hotel theta the firm is responsibility active in
implementing various CSR plans to deliver some part of profit for protection of environment and
providing healthy working environment to their employees. This can also be reviewed from the
background of Hilton that organisation is also engaged in empowering women and conservation
of water bodies to serve better natural environment.
LITERATURE REVIEW
According to the Chen and Popovich, (2003) it can be define that Corporate social
responsibility is responsibility of company to share some part of its profit as CSR to make some
contribute towards society and environment. Government make compulsory for all companies to
pay some part of their profit towards society as CSR.
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As viewed by Chen and Popovich, (2003) this can be depicted that corporate social
responsibility help to improve image of company without making any advertisement by paying
CSR. Every firm whether its small or big should be responsible towards the society who
contributing in their profit and goodwill of company. This is more than donating money it's all
about contributing in welfare of society, health, operating business clearly and ethically.
As per the views of Bettencourt and et. al., (2002) by regular paying CSR on time
company make positive impact on community without any pressure. It also help to make stability
in market by retained their customers and increase their sale by providing good qualitative and
quantitative products and services to people. The large companies regular develop action plan to
perform operations by protecting natural environment by using less carbon foot-printing in their
production process of organisation.
As stated by Brown and Vessey, (2003) CSR influence the business activities and
strategies of the firm to make their business stable in market and to achieve growth of the firm in
business environment it also helps in gaining competitive benefits over the other competitors in
marketplace.
As per the views of Bettencourt and et. al., (2002) this can be depicted that corporate
social responsibility largely contribute in enhancing the brand value in marketplace. This also
contribute in developing higher competitiveness in the commercial market of business
environment as compare to other competitors. This helps enhancing the profits of firm in many
folds. The CSR activities helps in attaining the targets of sustainable development which helps in
working successfully in working surrounding for longer time periods. As described by
Eckerson, (2010) this can be defined that this is an moral duty of large multinational to deliver
some part of the profit to the development of society or environment. As these are providing an
great opportunity to run business successfully in market. The natural environment provides raw
material to the production while the society people provide employment, sales of products to the
company. So, the organisation should react responsibly towards the corporate social plan in
practical environment of business.
As stated by Elkington and Smallman, (2002) this can be illustrated that the government
is having important role in guiding the big multinational towards their ethical and legal values
related with their corporate social responsibilities. Governing bodies are directing aspects in
country which regulates the business activities in legal framework. These bodies responsibly
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active in motivating the international companies to deliver services to the society as CSR
activities responsibility.
AIMS AND OBJECTIVES
Aim: The aim to this research report is to implement efficient CSR activities in Hilton
hotels action to attain the sustainability in operations of firm and gain competitive advantage in
marketplace.
Objectives:
 The objectives of the researcher is to identify various action plan developed by Hilton
hotel in order to deliver their CSR activities to society.
 To evaluate the responsiveness of Hilton hotel to develop sustainability in operations.
 To identify the significant correlation between the variables like the CSR activities action
plan linked with gaining competitiveness in marketplace.
RESEARCH METHODOLOGY
This respective aspects deals with developing various approaches in order to carry out an
effective research related with research topic. Research methodology involves defining various
tools and techniques developed by investigator in order to carry out investigation process more
accurately and efficiently.
Research Design
The research design followed by the investigator while finding appropriate results with
relation to the research matter is descriptive investigation design. This design provides
investigator to develop an descriptive research. While exploratory research design can also be
developed by person to explore new area related to matter of subject.
Research Philosophy
The interpretevism philosophy can be beneficial interpretevism the data effectively
researcher. This particular researcher philosophy helps interpretevism the variables in different
grounds in order to carry out an appropriate investigation and develop accurate findings.
Research Type
The research can be of two type either qualitative or quantitative. In this particular
investigation project both type of research us carry out in order to collect both factual findings as
well as the statistical data effectively.
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Research Approach
In this respective research project the deductive approach of evaluation is conducted in
order to find out the appropriate results. This approach helps in deducting various facts and
figures from the published books and journal in order to provide an authenticate base to findings
of investigation.
Research Strategy
The researcher used an significant strategy in order to collect the appropriate primary
data for the research topic i.e. development of questionnaire. This particular strategy helps in
collecting responses from various candidates in order to conclude accurate results to the research
matter.
Research Technique
The research technique developed by investigator in order to efficiently evaluate the
collected data is thematic analysis. This particular technique helps researcher to conclude with
accurate findings related wit particular theme. This involves development of various themes on
the basis of the question included in questionnaire which is followed by analysing the data
significantly to come up with authenticate results.
Sampling
The sampling is a technique developed in research methodology which defined the
selected number or size of participants out of total population. This is an tool which involves the
sample size of selected size of respondents to the developed questionnaire. In this particular
report the sample size of 20 people is selected in order to collect relevant data from small size
population responses related to subject matter.
Research Questions
 Describe the significance of CSR activities carried out by Hilton hotel in relation to attain
sustainability in functions of firm?
 Identify the correlations between the Hilton hotel engagement in delivering services to
society in order to accomplish CSR activity goals with relation to the gaining higher
competitiveness in marketplace over other competitors?
 Identity to which extent the corporate social responsibility of Hilton hotel is effective in
influence the internal performances and sustainable objectives of firm?
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 Describe the role of government and regulatory bodies in directing the Hilton hotel
actions towards is responsibilities to society and country development in commercial
environment?
GANTT CHART
5

6

RESOURCES
The resources to the information data required in investigating the subject of matter can
be primary or secondary sources to the data. These sources helps in collecting relevant and
authenticate information in order to carry out appropriate finding related with research matter.
The various requires to the primary data are the responses of the employees, higher executives,
customers, experts and society people to the questionnaire. While the secondary data sources are
the various books, Journals, magazines article which provides previous researched data to collect
relevant facts related with the CSR action plans of Hilton hotel.
QUESTIONNAIRE
Questionnaire
Name:
Gender:
Age:
Origin:
Occupation:
Q1. Is the Hilton hotel is responsibly acting towards its CSR activities or not in marketplace?
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Questionnaire
 Yes
 No
Q2. Is responsiveness of Hilton hotel towards corporate social responsibilities is valuable for
attaining sustainable development?
 Yes
 No
Q3. Is CSR activity of Hilton hotel is significant in attaining competitive advantage in
marketplace of hotel industry?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q4. For what social issues and problem Hilton hotel is taking initiative through implementing
corporate social responsibility action plan?
 Health of employees
 Environment protection
 Conservation of Water
 Rehabilitation and Resettlement of victims
 Women empowerment
 Child labour
Q5. Define various advantages which can be extracted from successful implementation of CSR
action plan in practices of Hilton hotel?
 Contributes in sustainable development of firm
 Helps in achieving targets of competitive advantage
 Enhance goodwill of company
 Improves brand image in market
Q6. Is government or other regulatory bodies are playing significant role in motivating the large
Multinational organisations like Hilton hotel chain to attain all the goals and objectives of
development of corporate social responsibilities in action plan of firm effectively and
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Questionnaire
responsibility?
 Yes
 No
Q7. Recommend some of the ways and ideas through which the Hilton hotel chain can react
more responsibility towards its CSR activities in business environment with helps of improving
their action plans.
DATA AND RELATION VARIABLE
Data can be defined as the information which is significant importance in carrying out
effective study related to research topic. While the data variables are the undertaken factors
which varies with any change in environment or plans The investigator is engaged in fining a
significant co-relation between the two variables of research. First variable of CSR activities of
Hilton and other one is the sustainable development objectives and competitive advantage of
sited hotel chain.
DATA COLLECTION METHOD
The data collection method is followed by selection of type of data required to carry out
research. In this respective the research matter the investigator has to collect both primary as well
as secondary data in order to provide both statistical and factual base to the research findings, the
primary data is collected from the responses of candidates by framing questionnaire. While
secondary data sources is various research work, investigation reports, magazines, theories,
literatures etc. to collect relevant facts bout the CSR activities of Hilton and its contributes to
sustainability of firm.
DATA ANALYSIS
Analysis of data involves interpretation of collected data by researcher from the primary
sources of information with conducting an survey with help of framing questionnaire. In this
particular report the information is gathered from various responses have collected responses of
20 candidates to analyse the significance of CSR activities in attaining sustainability in action of
Hilton hotel.
Theme 1: Initiatives of Hilton hotels towards accomplishment of goals of CSR activities.
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Q1. Is the Hilton hotel is responsibly acting
towards its CSR activities or not in
marketplace?
Statistics
Yes 17 (85%)
No 3 (15%)
0
2
4
6
8
10
12
14
16
18
17
3
Yes
No
Findings: From the above data this can be interpreted that as per the perception of 85%
of respondents agrees that Hilton is significantly active in accomplishing their responsibilities
towards society. While 15% of the of the candidates negatively responds to the statement and
corresponds that Hilton is not involved in CSR activities in business environment.
Theme 2: Importance of corporate social responsibilities in attaining sustainability
objectives of Hilton hotel.
Q2. Is responsiveness of Hilton hotel towards
corporate social responsibilities is valuable for
attaining sustainable development?
Statistics
Yes 14 (70%)
No 6 (30%)
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