Analysis of CSR Strategies: Jumeirah Group and Hilti Emirates in UAE

This report provides a detailed analysis of the Corporate Social Responsibility (CSR) practices of two prominent organizations in the United Arab Emirates (UAE): Jumeirah Group and Hilti Emirates. It begins by defining CSR as a self-regulating business model emphasizing social accountability. The report highlights the UAE's mandate for companies to meet CSR responsibilities, referencing a statement by Sultan Bin Saeed Al Mansouri. The core of the report examines the CSR strategies of Jumeirah Group, focusing on its four pillars: Sustainability and Environment, People, Community, and Business Governance. It also explores Hilti Emirates' initiatives, including Habitat for Humanity, Day of Caring, and Building in Bamboo. The analysis underscores the commitment of these companies to social responsibility and their alignment with government policies, providing insights into their contributions to various sectors and their impact on stakeholders. The report concludes by emphasizing the awareness and seriousness of UAE companies towards their social obligations.

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Management

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CSR connotes Corporate Social Responsibility. It is a self-regulating business model that
ensures the social accountability of the companies towards itself, customers and other
stakeholders to it. As per the address released by Sultan Bin Saeed Al Mansouri on 13 June
2017, all companies of UAE are required to meet the CSR responsibilities by taking effective
initiatives in this regard. Jumeirah Group and the Hilti Emirates are the two organizations that
are actively involved in meeting their CSR responsibilities by getting involved in effective CSR
strategies and their implementation (Kumar and Blakrishnan, 2011).
1. Jumeirah Group: It a leading group that is engaged in the business of Hotels and hospitality. It
accepts its responsibility towards society and its key stakeholders who contributes to make it a
national champion of UAE. There is a CSR steering Committee in the group that is entrusted
with the social responsibilities like:
* To align the CSR projects with the Dubai Holdings CSR program.
* To outline the resources required to attain projects at both the levels i.e. SBU and G&C. etc.
The CSR committee ensures that its CSR theme supports the expected wider goals of the
business. Committee persistently ensures that all of its strategies are aligned with the
government project and policies with respect to society. The group has divided its CSR strategy
into four pillars:
P1. Sustainability and Environment: Reducing the negative environmental impacts, promotion
of natural environment, etc.
P2. People: Promoting the health and wellbeing of the employees and stakeholders of it.
P3. Community: Targeted support for the noble causes.
P4. Business Governance: Under this group adopts a good governance model of business by
adopting professional ethics and effective risk management practices for the sustainable growth
of the company (Hassan Al-Tamimi, 2014).
These four pillars cover the wide area of the group in which it is contributing to ensure its
commitments towards the society and its stakeholders. The employees of the company are duly
trained to perform their duties in consonance with the CSR policies of the company.

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2. Hilti Emirates:
Hilti Emirates is one of the organizations in UAE that is actively engaged in the implementation
of CSR responsibilities. It was established in 1996 with the aim of assisting people to attain the
life of self-determination and independence. Through its sustainable projects, the foundation is
contributing to various sectors at the world level, which turns into self-financed and self-
supporting and replicable after its initial phase (Duthler and Dhanesh, 2018). It has introduced
various strategies for the same as:
1. Habitat for Humanity- Under this strategy the employees of the company are engaged in a
team that helps people to build their houses of their own or on rent.
2. Day of Caring: Under this, the employees of the company are sent on a working day for
organizing food banks or animal shelters or tidying up a neighborhood.
3. Building in Bamboo: It a part of a campaign by the company to deal with sub-standard living
whereby it offers sustainable construction of houses from bamboo (Tai and Chuang, 2014).
Thus the detailed study of both the company shows the aware attitude of the companies of UAE
towards their social responsibility and seriousness towards government notifications.

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Reference
Duthler, G. and Dhanesh, G.S., 2018. The role of corporate social responsibility (CSR) and
internal CSR communication in predicting employee engagement: Perspectives from the United
Arab Emirates (UAE). Public relations review, 44(4), pp.453-462.
Hassan Al-Tamimi, H.A., 2014. Corporate social responsibility practices of UAE banks. Global
Journal of Business Research, 8(3), pp.91-108.
Kumar, D.A. and Balakrishnan, V., 2011. Corporate social responsibility: Existing practices vs
CSR framework. Global Journal of Management and Business Research, 11(9).
Tai, F.M. and Chuang, S.H., 2014. Corporate social responsibility. Ibusiness, 6(03), p.117.