Sustainability Impact on Firm Value in UK Hospitality: Crown Plaza

This project investigates the impact of sustainability on firm value within the UK hospitality industry, using Crown Plaza as a case study. It addresses the research questions: the impacts of sustainability on Crown Plaza's firm value, the challenges faced in the absence of sustainability, and recommendations for improved sustainable business operations. The research employs a literature review methodology, drawing from online articles and journals to establish a theoretical framework. It examines the positive relationship between sustainability and firm value, highlighting the creation of a positive brand image, improved financial performance, and increased market value. The project also identifies challenges like ecological destruction and global warming in the absence of sustainability and recommends strategies such as minimizing water waste, reducing plastic use, and emphasizing renewable energy sources. Ethical considerations, including honesty and confidentiality, are addressed, and a proposed timescale for the project is provided. The project concludes with recommendations for Crown Plaza to enhance its sustainability practices and improve its overall firm value.

Business Management and
Leadership Project

Table of Contents
Topic: to identify the impacts of sustainability on the firm value of UK hospitality industry........3
Introduction......................................................................................................................................3
Research questions...........................................................................................................................3
Research aim and objectives............................................................................................................3
Literature review..............................................................................................................................4
To determine the impacts of sustainability on the firm value of Crown Plaza......................4
To examine the challenges that would be faced by Crown Plaza in the absence of
sustainability in Crown Plaza.................................................................................................5
To recommend ways to have improved and more sustainable business operations within
Crown Plaza............................................................................................................................5
Research methodology.....................................................................................................................5
Ethical consideration........................................................................................................................6
Proposed Timescale.........................................................................................................................7
Reference.......................................................................................................................................11
Appendix........................................................................................................................................12

Topic: to identify the impacts of sustainability on the firm value of UK
hospitality industry
Introduction
The current research topic is related with concept of sustainability which is seen within
hospitality industry and would be helpful in providing long edged success to the industry.
Hospitality industry is having wide range of services and so that to manage environment impact
the industry is needed to use sustainable measures (Qiu & et. al. 2021). With the help of
sustainability value of the organisation can be developed and this will be helpful in proving
significant market identity.
The current research would provide information in relation to sustainability and their
concept used within hospitality industry. With the help of sustainability hospitality industry can
grow and prove their long term identity. The research outcomes is related with various
challenges that are being faced by hospitality industry in the absence of sustainability. This is
analysed that sustainability is one of the prominent measure which is used within the industry for
managing environment resources in such manner that business functions can be executed and at
the same time negative impact over the environment can be mitigated (Ghobakhloo & et. al.
2021).
Research questions
 What are the impacts of sustainability on the firm value of Crown Plaza?
 What are the major challenges that Crown Plaza would be faced in the absence of
sustainability in Crown Plaza?
 What possible recommendation can be made for the Crown Plaza to have improved and
more sustainable business operations?
Research aim and objectives
Research aim: To identify the impacts of sustainability on the firm value of UK hospitality
industry: "A study on Crown Plaza".
Research objective:
 To determine the impacts of sustainability on the firm value of Crown Plaza

 To examine the challenges that would be faced by Crown Plaza in the absence of
sustainability in Crown Plaza
 To recommend ways to have improved and more sustainable business operations within
Crown Plaza.
The selection making of the current set of the research objective and topic which is
effective to tends to be significant and rationale as it supports better as well as the improved
understanding about the important concept of sustainability together with determining its impact
on the firm value. Along with this, selection of current topic also meets the personal interest of
the researcher and tend to ensure betterment and improvement within the key skills and
competency level along with higher academic growth.
Literature review
Literature review is an important section of investigation that supports systematic review of
the pre-existing data that supports a better base and framework for further study (Choi & Luo,
2021). The current literature review is based on the topic of impacts of sustainability on the firm
value for which review of a set of online article and other relevant journals has been made a
discussion and analysis of which is provided as below:
To determine the impacts of sustainability on the firm value of Crown Plaza
As per the view point of Grassmann, M. (2021), it has been seen and analysed that the
concept of the sustainability is it tend to related with the having business operation in such a way
that meets the current needs without compromising and creating threat for the ability of future
generations. Thus, the concept of the sustainability tends to comprises and includes of the
protection and effective preservation of the natural set of the environment along with making
choice and selection of the non-toxic materials as well as leading and supporting the of having of
the reduction as well as encouraging the activity of the reuse of resources, together with focusing
on the waste minimization, and the use of effective set of the life-cycle cost analysis (Kumar &
Sharma, 2022). Beside this, a positive relationship between the environmental and conservative
pool of sustainability and value of firm has been seen as the concept of sustainability supports
creation of positive brand image that tend to lead to higher market value of firm along with
leading improved financial performance and efficiency level (Krishnan & et. al. 2021).

To examine the challenges that would be faced by Crown Plaza in the absence of sustainability
in Crown Plaza
With respect to the view point of Zhang, D., & Vigne, S. A. (2021), it has been examined
that many challenges are there that would be faced by Crown Plaza in the absence of
sustainability in Crown Plaza which consists of destroying of the ecology along with
endangering and threating the survival of future generation. It has been examined that the various
environmental issues and challenges such as the global warming created by higher Carbon
emission along with air pollution, contamination of water, misuses of energy transition along
with leading food production harms are the key challenges that would be faced by Crown Plaza
in the absence of sustainability in Crown Plaza (Adams & Abhayawansa, 2022).
To recommend ways to have improved and more sustainable business operations within Crown
Plaza.
As per the view point of the Grewal, J., Hauptmann, C., & Serafeim, G. (2021), the
effective ways that can be recommended for Crown plaza to have more sustainable business
operation tend to comprises of the maintaining the high as well as improved level of qualities
that are tend to be valued in form of the physical environment and are also within the means and
support system of the natural systems (environment) that should not harming and creating issues
for other people (society and culture). Apart from this, focusing on the minimizing of the water
waste along with reducing use of plastic and emphasising on renewable source of energy to keep
a check on carbon emission are some vital ways that supports more sustainable business
operation (Brown & et. al. 2021).
Research methodology
It forms out a vital and significant part of every investigation that provide information about
the research method and suitable approaches to carry out an investigation in systematic and
improved manner. Use of only secondary source of information would be made within current
project. Analysis of secondary data would be made from the online article and journals that tend
to supports a better base and framework for meeting of set objective. With respect to current
study use of the following key words has been made for selection of the article that comprises of
the sustainability, impact, firm value, hospitality industry. The two article selected for current
project comprises of the Sustainability in the hospitality industry: Some personal reflections on

corporate challenges and research agendas which was written by the Peter Jones. Further, this
article is providing a better understanding and information about the identifying and reviwing
about the concept of the sustainability as a form and type of the teasing paradox for the
hospitality sector and industry. Further, the current selected article also tends to provide and lead
to a short discussion of the main form and type of the vital characteristics of sustainability.
Beside this, the current article is also tend to be vital and effective in the senses that it explores
the growing interest and higher awareness about the concept of the corporate sustainability along
with offering and leading a better a review of the range of and set of various academic research
that are tend to based into sustainability within the hospitality industry that supporting and
presenting an improved form of literature (Sedera Tan & Xu, 2022). Further, the another article
selected comprises of the Why sustainability is key for the future of the hospitality industry. The
selection of this set of the research article tend to includes and comprises of aiming at reflecting
about the key aspect and fact that the hospitality industry has tend to have a historically shown
up and had a dramatic environmental impact on the environment which is seen and reflected
through the way of the energy as well as the water consumption as well as also tend to be
presented and related with the use of consumable form of the goods. There are two forms as well
as main types of research philosophy comprising of positivistic and interpretivisim philosophy.
As per the nature and way of leading of current study making use of the interpretivisim research
philosophy is associated and seen as more suitable as it supports in-depth analysis and review of
facts along with better generalisation of data to achieve set objective (Qiu & et. al. 2021).
Deductive as well as the inductive are two core and main from types of research philosophy out
which making use of inductive approach is more suitable for current investigation. The reason
and justification behind making approbation as well the use of inductive approach is based on the
fact that it supports better scanning and review of theoretical set of data along with an analysing
human perception together with inline with the use of interpretivisim philosophy. Use of
systematic literature review would be made as research strategy for current project as it supports
a more detailed and systematic review of pre-exiting data to meet the set objective in most cost
as well as leading and termed as more time efficient manner (Ghobakhloo & et. al. 2021).
Qualitative, quantitative and mixed are three main forms and types of research method out of
which use of the qualitative nature of research method would be made within current study. The
main reason and advantage of making use of the nature and type of the qualitative nature of

research method based on the fact that it supports a detailed and in-depth nature of study to
develop better understanding and knowledge about the selected topic based on review of human
perception. The disadvantage and drawback of quantitative method comprise of the fact that it is
complex and time consuming in nature and lack of effective presentation of facts. But still use of
qualitative research method is suitable to have better underdoing of set objectives based on
theoretical ad in-depth review (Choi & Luo, 2021).
Ethical consideration
Research ethics tend to be one of important section of any investigation report, that allows
researchers to carry out each and every activity of report in ethical manner, by availing some
main steps or principles that must be following for minimizing occurrence of any kind of ethical
(Krishnan & et. al. 2021). Such principles include honesty, openness, confidentiality, integrity,
responsible publication, authenticity, objectivity and more. Since present research is conducted
on the basis of secondary information mainly, where viewpoints of many researchers have been
taken to address main objectives it is important to ensure the reliability and authentic of facts
thus application of the BERA form of set of ethics has applied and been made within current
study.
Proposed Timescale
Activ
ities
1st
week
2nd
week
3rd
week
4th
week
5th
week
6th
week
7th
week
8th
week
9th
week
10th
week
11th
week
12th
week
13th
week
Selec
tion
of
resea
rch
topic

Deve
lopin
g
aims
and
objec
tives
along
with
frami
ng
resea
rch
quest
ions
with
regar
d to
topic
Draft
ing
resea
rch
prop
osal.
Perfo
rmin
g
litera
ture

revie
w
with
the
devel
opme
nt of
them
es.
Asse
ssme
nt
along
with
select
ion
of
resea
rch
meth
odolo
gy
Cond
uctin
g
litera
ture
revie
w
Colle

ction
and
analy
sis
of
data
Anal
ysing
the
colle
cted
data
Draw
ing
concl
usion
.
Reco
mme
nding
vario
us
strate
gies
for
resol
ving
issue
regar
ding

demo
tivati
on.
Arra
nging
repor
t in a
struct
ured
mann
er.
Cons
ultati
on
with
tutor.
Perfo
rmin
g
modi
ficati
on if
any.
Final
subm
issio
n.

Reference
Books and journal
Adams, C. A., & Abhayawansa, S. (2022). Connecting the COVID-19 pandemic, environmental,
social and governance (ESG) investing and calls for ‘harmonisation’of sustainability
reporting.
Choi, B., & Luo, L. (2021). Does the market value greenhouse gas emissions? Evidence from
multi-country firm data. The British Accounting Review, 53(1), 100909.
Ghobakhloo, M., & et. al. (2021). Industry 4.0 ten years on: A bibliometric and systematic
review of concepts, sustainability value drivers, and success determinants.
Grassmann, M. (2021). The relationship between corporate social responsibility expenditures
and firm value.
Kumar, B. & Sharma, A., (2022). Examining the research on social media in business-to-
business marketing with a focus on sales and the selling process. Industrial Marketing
Management, 102, pp.122-140.
Sedera, D., Tan, C.W. & Xu, D., (2022). Digital Business Transformation in Innovation and
Entrepreneurship. Information & Management, p.103620.
Zhang, D., & Vigne, S. A. (2021). The causal effect on firm performance of China's financing–
pollution emission reduction policy.