An Evaluation of CSL's Sustainable Management and Marketing Practices

This report provides an in-depth analysis of CSL's sustainable management and marketing strategies. It examines the company's background, focusing on its global presence and commitment to bio-therapeutics. The report explores CSL's sustainability theories and practices, including corporate social responsibility, human resource management strategies, and leadership approaches, specifically highlighting participative leadership. It also analyzes CSL's value chain, including inbound and outbound logistics, marketing, sales, and services, and the role of technology. The report offers recommendations for CSL to sustain and improve its market position, emphasizing global considerations and organizational culture renovation. It concludes by summarizing key findings and insights into CSL's approach to sustainable business practices.

Running head: SUSTAINABLE MANAGEMENT AND MARKETING
Sustainable Management and Marketing
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Background of the company:.......................................................................................................3
2. Sustainability theory and practices of CSL:................................................................................3
3. Recommendation:........................................................................................................................9
4. Conclusion:................................................................................................................................11
Reference List:...............................................................................................................................13

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1. Background of the company:
CSL is one of the most prestigious global bio-therapeutics companies occupying a
predominant place all over the World due to its innovative process of serving people who are in
urgent need of bio-therapies. This particular organization has already established its widespread
business wings in 30 countries. Australia, Germany, Switzerland, United Kingdom and the U.S
are the necessary countries where the entire business process of this specific organization has
already been established. More than 1700 employees are appointed within the operation process
of CSL (Csl.com.au 2017). CSL Behring is a global provider of plasma-derived & recombinant
products. In order to gain international image and reputation the business experts of CSL have
implemented sustainable strategy and policy within the organization.
As per the ethical beliefs and values of this specific organization people from different
geographical backgrounds and attitudes are treated with equal respect and dignity. It has been
observed that CSL after expanding their entire process of business in the international market has
implemented numerous business strategy and policy. With the help of this specific business
strategy and policy the business executives have decided to drag the attention of international
customers. However, CSL in order to funnel down the entire business process in the market of
Australia can follow some of the most effective business strategies and policies. However, this
specific study has focused to make an in-depth evaluation about sustainable strategies and
policies of CSL for surviving in the market of Australia.
2. Sustainability theory and practices of CSL:
2.1 Sustainability planning and strategy:

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In order to expand their entire process of business in the global market CSL has followed
some of the most significant strategies and policies for drawing the attention of global customers.
The strategies and policies that have been followed by the business experts of CSL are as
follows:
 Implementing corporate social responsibility within the business organization:
Implementing corporate social responsibility within the business organization is one of
the most effective sustainable policies that CSL has implemented within the business process.
Providing a positive work environment to the workers is one of the most significant corporate
social responsibilities (Bansal and DesJardine 2014). The business experts are flexible in bearing
the cost of employees if they face any kind of health issue at the workplace. In addition,
supporting the local communities by providing biomedical facilities are the primary initiatives
based on which the business experts of CSL has gained the image and reputation in the global
market.
 Enhancing the service quality:
At the very initial stage the customer service providers of CSL did not have multi-lingual
flexibility based on which they fail to communicate with the people of different cultural and
religious backgrounds. However, after expanding the entire process of business in global
scenario, the business experts would have to face innumerable difficulties in communicating
with the customers. However, the business experts in order to interact with the target customers
have decided to provide an effective training to the service providers (Gao and Bansal 2013).
Service providers after being flexible in multilingual communication would like to deal with the
customers more effectively.

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 Analyzing the risk factors:
After implementing necessary strategies and policies business experts have to face numerous risk
factors if the entire business strategy fails to draw the attention of customers (Searcy 2012).
Before implementing advanced technology with the business process the executives have
focused to evaluate the risk factors first. The organizational managers have evaluated that
employees need to have a training session for enhancing their technological skill before
implementing technological devices within the entire operation process (Azevedo et al. 2012).
As a result, the employees would not have to face difficulties in handling sudden technological
barriers. The entire operation process of business will be run successfully in the global market.
 Implementing alternative strategies and policies within the business process:
CSL business experts in order to sustain the entire operation process all over the World
have decided to implement alternative strategies and policies as well. The business experts in
order to motivate the employees within organization have implemented agile work environment.
People belonging to different geographical backgrounds and attitudes are associated within the
business process (Høgevold and Svensson 2012). The business experts of CSL have observed
that employees started to misuse the agile work environment in a negative way. As a result, the
organizational productivity is getting hampered day by day. In this kind of situation, CSL has
focused to implement alternative business strategies. The employees are not allowed to maintain
flexible work hour. After the implementation of alternative strategy the organization has
regained their productivity (Dyllick and Muff 2016).
2.2 Human resource management strategy:

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As per the human resource management strategy and policy of CSL has implemented
some of the major strategies and policies that enables the business experts to focus on employee
retention. In order to maintain business sustainability the performance of employees is highly
significant (Svensson and Wagner 2012). Therefore, the human resource department of CSL has
implemented effective strategies and policies for maintaining employee performance level.
Implementation of reward and recognition policy is highly significant based on which employees
show their satisfaction level for performing well towards the business services. In addition, the
human resource managers of CSL have implemented training and development session for
enhancing the communication skill of the employees. As a result, the service providers do not
have to face difficulties in interacting with the patients while providing services (Crane and
Matten 2016). At the same time, it is also undeniable that after being flexible in communication
skill the human resource managers like to interact with every single employee properly regarding
services. As a result, the business managers do not have to face difficulties in interacting with the
organizational employees regarding their problems and challenges facing at the workplace.
As per the human resource strategies implemented by CSL the employees belonging to
different cultural backgrounds and attitudes are treated with equal respect and dignity (Ng and
Rezaee 2015). The human resource managers of this specific organization focus to give emphasis
on the skill and competency level of the employees rather than concentrating on the cultural
backgrounds. However, the organizational strategy implies that employees should be recruited as
per their competency level so that customers can be satisfied in service process. In order to
maintain business sustainability and stability the performance level of the employees is having
major significance.
2.3 Leadership strategy and theory:

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Implementation of participative form of leadership style at the workplace is one of the
most effective initiatives implemented by the business managers. Participative form of leadership
style believes that employees should never be imposed the decision of managers. Employees
should get a flexible work environment in taking an effective decision. As per the point of view
of numerous business scholars managers should not show their arrogant attitude towards the
performance (Willard 2012). As a result, the employees fail to meet their organizational
productivity. However, this specific study has focused to make an in-depth overview on how
participative form of leadership style leaves a major impact on the overall performance level of
business organization. CSL has implemented participative form of leadership style within their
organization for involving all the organizational employees for making collective decision
regarding the success of business (Svensson and Wagner 2015). In addition, with the help of
participative form of leadership style both the employees and the employers would like to make
an effective communication with each other. Therefore, the existing workers tend to show their
enthusiastic attitude for performing well towards the business services.
In order to maintaining business sustainability however, this specific study has focused to
make an in-depth evaluation about the importance of maintaining behavioral leadership theory at
the workplace. Behavioral leadership theory implies that every single organizational expert
should make an effective communication with the individual employees so that they can know
the necessary feedback regarding the challenges faced by the employees at workplace (Lucas,
Cunningham and Lamberton 2013). An effective communication between business managers
and employees is highly important with the help of which people belonging to different
geographical backgrounds show their level of interest for performing well in order to reach the
peak of business success. Behavioral theory is effective in maintaining organizational behavior

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as well as discipline. In order to gain organizational success business managers would have to
implement behavioral theory at the workplace.
2.4 Value chain and technology:
Porter’s value chain strategy is primarily constituted with five major factors including
inbound logistics, operations, outbound logistics, marketing and sales and services (Abel, White
and Clauson 2015). The entire operation process of CSL is constituted with these five major
components. Inbound logistics ensures in receiving and storing the inputs. While receiving the
organizational inputs CSL has decided to implement their inbound logistics in such a way that
operation executives do not have to face difficulties in distributing the products as well as
services (Schaltegger and Wagner 2017). CSL with the technological devices have implemented
the biomedical therapies on the patients in such a way that customers can trust on the service
process of the employees. In addition, outbound logistic implies the process of delivering the
services to the customers. In order to become a global organization CSL should have the power
of interacting with every single employee effectively so that people belonging to different
geographical boundaries and attitudes can use the service process of this organization.
Patients are from different cultural backgrounds and attitudes. Therefore, the business
ethics of CSL believes that patients of different geographical boundaries and attitudes should be
treated with equal respect and dignity. In this kind of situation, the organization like CSL should
follow both verbal and non-verbal communication in order to fulfill the needs and demands of
large number of employees (Schendler and Toffel 2013). Value chain process believes that
marketing and sales can be considered as one of the most effective components that large

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number of business organizations have to follow in order to promote the entire process of
business in the international market. CSL has used various social media tools for promoting their
products as well as services to the people of different geographical boundaries. The realm of
social media is wide in rage (Rezaee 2017). People belonging to different geographical market
can be aware of the products and services after using social media as one of the most effective
tools. Services include customer support and maintaining
3. Recommendation:
For sustaining in the market, CSL needs to consider few recommendations as part of their
business journey.
Consideration of global suggestions:
This can be considered as an important point for keeping up their level in the market.
CSL needs to identify a niche in the global market, enhance their production, and bring more
digitalization for increasing the company sales. They need to keep their focus intact on
innovation so that they can always keep themselves updated in the market. The company needs
to develop more communication with the customers in order to make more profit in the market.
CSL needs to try to engage the customers in the process of services so that there can be more
flexibility in the service providing.
Renovating the culture of the company:
This is the high time for the company to bring innovation in their ways or methods of
services. This will help the company gain a new perspective for customer management and
service delivery (Budiono and Loice 2012). The company must also change the employees’ way

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of thought about the company and this can be done. If CSL tends to think about the services
more widely, they will be able to evaluate ways, which will be helpful for customer engagement,
then they will be able to renovate their organizational culture more widely.
Crowd sourcing:
Using of social media is an important step that will help the company gain more clarity
and development in their services. Branding is very important for bringing more sustainability in
product in the market (Loorbach and Wijsman 2013). The market needs to be studied and
surveyed well to implement any innovation and this is because there without having proper
knowledge about the market the company will not be able to bring any change in their services
as it will lead to failure.
Recruiting efficient and skilful workers:
The recruitment process in the present days is very important for every business and that
is why, CSL needs to upgrade their workforce by recruiting workers who have knowledge about
present strategies of market. This will help the company with new and unique perspectives,
which they can then utilize for product development (Klettnr, Clarke and Boersma 2014). New
workers of present arena will be able to bring new ideas about the therapy system of CSL and
treat the patients in unique ways. Outsourcing the range of ideas will be better for the company
for their future days.
Competitive method:
The company needs to be prepared to compete with the other relevant companies so that
they can keep their services up to the mark. As the company is already famous for their services,

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they need to be more cautious about their competitors and have full knowledge about the market.
The company needs to know about their competitors and plan their services accordingly so that
their competitors are not able to touch them at all (Hall and Wagner 2012). Upgrading their
workforce and recruiting new workers will help the company to compete with the present
strategies of market and help the company to pursue new and unique perspectives, which they
will utilize for product development.
4. Conclusion:
Providing good quality of services is not the only concern of a specific business
organization. Along with providing good quality of products every business organization has to
focus on quality of services as well. After evaluating the entire study it can be stated that the
human resource managers can implement diverse strategies and policies within the organization.
With the help of diversity strategies and policies the human resource managers have decided to
recruit the people of diverse cultures and backgrounds for drawing the attention of international
customers. The service strategy of CSL implies that people belonging to different geographical
boundaries and cultural attitudes are treated with equal respect and dignity.
In addition, CSL business leaders prefer to use participative form of leadership style for
motivating the employees towards the business services. In order to maintain business
sustainability the business experts should maintain flexible work environment at the workplace.
With the help of an effective flexible work environment employees feel free to perform well. On
the other hand, the company has provided an effective training and development session to the
service providers so that they can treat every single employee with equal respect and dignity. In
this kind of situation, customers would like to show their interest in using the products and

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services of this specific organization. In order to survive in the global market CSL can focus on
enhancing their HRM policies more intensely for motivating the employees.

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