Sustainable Management and Marketing Report: A CSL Case Study

This report provides a comprehensive analysis of CSL's sustainable management and marketing practices. It begins with an executive summary and introduction to CSL, a global biotherapies company, examining its organizational structure, international business environment, and Australian context. The report delves into CSL's planning processes, including its vision, mission, values, and goal-setting practices, highlighting how sustainability is incorporated into key decisions. It then analyzes CSL's human resource management, including HR strategies, recruitment, workforce development, and sustainable HRM practices. The leadership section explores leadership styles, characteristics, and sustainability within CSL. Further, the report examines the controlling of the value chain and technology, including operation management, supply chain management, and technology implementation. The conclusion offers recommendations based on the analysis, suggesting three future strategies for CSL. The report covers various aspects, including environmental concerns, stakeholder engagement, quality, health and safety, accounting practices, and community support.

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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Executive Summary
In this report, background information about CSL is provided. The organisational structure and
international business environment of CSL are analyzed. The background of CSL in the
Australian context is analyzed; the impact of environmental factors and competition within the
industry in which CSL operates are analyzed. The planning process in CSL is discussed in detail.
The human resource management practices in CSL are analyzed. Leadership process in CSL is
described in detail. Controlling of Value Chain Activities of CSL is analyzed. Sustainability
efforts in major decisions of CSL are described. Conclusion and Recommendations about three
future strategies that CSL can adopt are provided based on the previous analysis.

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Table of Contents
Introduction......................................................................................................................................3
Figure: Organisational division of CSL...........................................................................................4
Discussion........................................................................................................................................4
Planning...........................................................................................................................................4
Vision, Mission and Values of CSL.............................................................................................4
Goal setting Practices and Major Plans of CSL...........................................................................5
How Sustainability is incorporated into Key decisions of CSL...................................................5
Human Resources Management of CSL..........................................................................................7
HR related competitive Strategy of CSL.....................................................................................7
HR finds right people...................................................................................................................7
Development of Effective Workforce in CSL.............................................................................7
Maintenance of Effective workforce............................................................................................8
Sustainable Practices in HRM......................................................................................................9
Leadership........................................................................................................................................9
Effectiveness of Leadership.........................................................................................................9
Analyse leadership styles.............................................................................................................9
Leadership characteristics and traits..........................................................................................10
Sustainability in CSL’s Leadership............................................................................................10
Controlling the value chain and technology..................................................................................10
Conducting operation management...........................................................................................10
Managing supply chain..............................................................................................................11
Technology Implementation......................................................................................................11

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Sustainability incorporates the management practices..............................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
CSL is a global company that helps in the delivery of biotherapies which are innovative
in nature. The biotherapies of CSL are life-saving and enable people to combat with medical
conditions which are life-threatening and help them live a meaningful life. The employee base of
CSL is from different countries across the globe like Australia, United Kingdom, Germany and
Switzerland. The organisation has the presence in 30 countries and has more than 17,000
employees and organisation structure is flexible. The organisation has completed 100 years of
excellent service delivery by focusing on research and innovation in products as well as business
processes (Csl.com.au 2017). The Research and Development of CSL in Australia focus on
developing new products with therapeutic effects and on the improvement of the existing
products.CSL developed technology to provide plasma and plasma-derived products to many
companies in Australia and across the globe. The organisation is headquartered in Melbourne,
Australia. An organisation should focus on the Triple Bottom Line of People, Profit and Planet
Economic, environmental and social are the three pillars of sustainability (Brundiers and Wiek
2013). CSL adopts a holistic approach towards sustainability by focusing on all its stakeholders.
The major competitors of CSL are Life Therapeutics, Peptech and Pharmasynth (Csl.com.au
2017).

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Figure: Organisational division of CSL
(Source: Csl.com.au 2017)
Discussion
Planning
Vision, Mission and Values of CSL
Mission statement
The mission statement of CSL is to provide best services and therapies. CSL does
extensive research to support the services in replicating the commitment to the users’ who use
these products.
Vision
CSL focuses on quality, affordability and safety of medicines and while doing so, the
organisation focuses to reduce the harmful impacts on the environment as a sustainability
measure. A culture of mutual trust and respect is fostered among employees of CSL and
employees are treated fairly.
Values
CSL delivers patients focus services to meet the promises of the patents.
CSL always strives to be committed towards the patients.
Innovation is another value to provide solutions to the patients.
Integrity in the workplace is the unique perspective in CSL that facilitate the
collaboration that makes them stronger.
The superior performance of the CSL helps to achieve the results that make them proud.

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Goal setting Practices and Major Plans of CSL
Plans of CSL are strategic, tactical and operational. Plans of CSL are strategic, tactical and
operational. Fair competition is in the marketplace and competitive pricing strategies can be
adopted by an organisation to ensure marketing efforts are aligned with sustainability
(Armstrong et al. 2015) Practices which are misleading for customers and corrupt practices
should be avoided in marketing activities(Borland and Lindgreen 2013).CSL adopts similar
approaches in strategic planning. Training related to local laws and regulations is provided to
employees in a robust manner, internal policies and procedures like CSL’s CRBP, Anti - Bribery
and Anti - Corruption and Securities Dealing ensure fair competition at a marketplace.
Pricing – CSL ensures to price the medicines competitively and fairly so that patients are
benefitted.
CSL publishes annual corporate responsibility reports that provide information about the
public policy of the organisation.CSL also focuses on the responsible marketing of medicines.
Approach to planning in CSL is innovative. The human resource strategy of CSL is also
in alignment with its sustainability efforts. The R& D division of CSL which focuses on future
research and innovation is the core of sustainability.
How Sustainability is incorporated into Key decisions of CSL
Environment
Epstein and Buhovac (2014), an organisation should the corporate social, environmental,
and economic impacts of an organisation can contribute towards sustainability. In CSL, the
environmental concerns are reflected in operational activities. The process of manufacturing,
transportation and packaging of medicines leads to generation of waste and greenhouse gas
which are reduced by CSL
Engagement of Stakeholders
The sustainability efforts of CSL is clearly reflected in the process by which CSL
engages its stakeholders like plasma donors, patients, research partners, employees, customers,
suppliers, license partners, health partners, media, shareholders and consumers.

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A biennial survey is used by which employees of CSL are allowed to express their
opinions, perception studies are undertaken by different health professionals of CSL, customer
surveys, meetings and visit to the major suppliers are conducted by CSL. Roadshows and forums
are conducted by CSL to engage stakeholders.
Quality
In CSL, the safety of plasma donors is ensured and products undergo critical surveillance
by the safety and quality team. A product lifecycle approach is adopted in CSL to establish
systems of quality and the culture and systems of quality are maintained by the people or
employees of CSL. The high-quality products in CSL are developed with the help of support
from R& D team.
Health and safety
CSL organizes meditation sessions and lectures on topics related to health and sporting
events and teams are sponsored by CSL. The system for health and safety management in CSL
is in alignment with the standards of occupational safety and health which are recognized at a
local and global level like Australian standard, AS / NZS 4801: 2001 and British Standard,
OHSAS 18001: 2007. A sustainable and safe culture is practised in the manufacturing sites and
at a workplace.
Accounting Practices in CSL and Support for communities
According to Bebbington, Unerman and O'Dwyer (2014), accounting practices of an
organisation should contribute towards sustainability. CSL creates value for stakeholders by
creating long-term value for them which is revealed in their accounting practices.CSL supports
communities across the globe by access to medicines, promoting excellence in science and
conducts disaster relief CSL supports patients by improving access to medicines and improves
quality of life, supports bio-medical communities by fostering medical research and also
supports local communities in time of emergency

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Human Resources Management of CSL
HR related competitive Strategy of CSL
The human resource management strategy in CSL focuses on creating a positive work
culture. The balance between work and life is encouraged in CSL and the organisation focuses
on integrating safety, collaboration, diversity, health and well-being in the work culture. The
organisation ensures that the employees are trained well to serve the patients. The skilled
employees of CSL contribute towards high organisational performance.
HR finds right people
In this era of globalization, effective strategies should be built to recruit and retain a
talented workforce (Crane and Matten 2016). CSL finds right people by its recruitment and
selection process of a talented pool of manager, research partners and employees from different
countries. HR finds the right employees for the organisation as they use external recruitment
policies. External recruitment policies help the organisation to recruit the employees from
external sources like job portals, social media and campus recruitment. It helps to recruit skilled
and experienced employees.
Development of Effective Workforce in CSL
Clear performance and goals
In CSL, the team leaders convey the organisational goals and objectives to the employees
and employees should do accordingly. Clear performance is needed within a team with effective
communication that goes parallel. As stated by Northouse (2015), aligning responsibilities within
a team can develop the workforce.
Learning and Development
Learning and Development are promoted in CSL among employees of all levels and this
ensures that employees of CSL can focus on individual career goals while contributing
substantially to the performance of CSL. Career opportunity is an additional feature for the
employees.

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Reward and Recognition
Performance measures included in the annual work plan of all employees of CSL help in
the performance reviews of the employees of the organisation. Performance-related remuneration
increases with seniority, the values of jobs are evaluated through a system of job evaluation and
rewards are provided to employees for their exceptional work performance and the loyalty of
employees of CSL are recognized by the managers of the organisation.
Maintenance of Effective workforce
Talent management process in CSL
According to Armstrong and Taylor (2014), the employees of an organisation can get the
opportunity to develop cultural, leadership and business skills through an international
assignment. CSL follows similar approaches in human resource management. The training and
developmental needs of employees of CSL are identified through structured discussions and this
developmental planning helps in retention and development of the staffs of CSL.
Effective culture and communication
In the workplace, diversity is important and maintaining suitable work culture smoothes
the workplace communication. CSL uses the horizontal structure and communication flows
maintain the workplace culture. High potential employees are acknowledged in a global forum
and an annual global talent review process is organized by leaders of CSL. The employees of
CSL get the opportunity to develop cultural, leadership and business skills through an
international assignment.
Sustainable Practices in HRM
Anti-discrimination
In a workplace, it is needed to ensure that no discrimination should be entertained. HR of
CSL is strictly doing the anti-discrimination regulation and they give similar preference to all the
employees irrespective of race, age, sex and ethnic background.
Diversity Management

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Diversity in forms of age, gender, sexual orientation, culture and ethnicity should be
fostered by the work-culture of an organisation (Beardwell and Thompson 2014). Sustainability
practices of an organisation can create brand value for it (Golicic and Smith 2013).CSL follows
similar strategies for diversity management. The annual reports of the organisation contain
reports of progress towards diversity management Objectives to manage diversity are set and the
business process of the organisation helps in the integration of a diverse workforce.
Leadership
Effectiveness of Leadership
The leadership practices of an organisation contribute towards organisational growth and
high performance (Northouse 2015). The leaders of CSL have set the CSL Code of Responsible
Business Practice which is the code of conduct to manage the human resource in the
organisation. The policies, programs and practices in CSL are implemented by the executive
management team of manufacturing sites and business units of CSL. The health and safety at the
workplace are ensured by the business unit leaders and site leaders of CSL. The manufacturing
sites of CSL have dedicated Health, Safety & Environment (HS&E) managers. The business
units of CSL have promotional review committees who ensure that information to public are
provided in compliance with laws and are supported by facts
Analyse leadership styles
Leadership is a combination of art and science power (Nahavandi 2016). The leadership
style in CSL is democratic and transformational leadership, emotional intelligence and flexibility
are traits demonstrated by leaders of CSL and power tactics used are the reward, legitimate and
expert. CSL is global organisation and CEO of CSL is Paul Perreault believes in effective
communication. The leaders of the CSL need to possess outstanding communication and CSL
provides training to learn the skills. The effectiveness of leadership is related to the motivation
that the employees enjoy (Golicic and Smith 2013). However, team leadership within CSL
facilities the team building that can bring out the organisational vision.

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Leadership characteristics and traits
In CSL, leadership plays an important role in providing the enthusiasm to the employees.
In CSL, most of the leaders follow the democratic and the leaders take the decisions of the
employees before taking any decisions. Moreover, the leaders provide dominance in team to
bring out the effective target. Leaders in CSL have conscientiousness in doing any work or
taking any decisions. As opined by Nahavandi (2016), leaders in CSL have social boldness as the
leaders use the strategies in supplying or researching the products that will benefit the
environment. The leaders have compulsiveness and they are tough-minded.
Sustainability in CSL’s Leadership
CSL operates in compliance with the laws of the countries of operation. The global
compliance structure, Code of Responsible Business Practice (CRBP) and risk management
system in CSL are monitored by the Board and Global Compliance Committee (GCC), Global
Risk Leadership Team and Risk Management Committee (Csl.com.au 2017). In CSL, the leaders
follow the sustainability leadership principles; leaders can understand the interconnection
systems within the group with the related factors like processes and objects. Leaders within the
CSL think globally and their thinking process goes towards the future. Most importantly, Gordon
Naylor, President, Seqirus believes in protecting the nature with the people. Therefore, the
actions were taken by CSL always protect the environments, nature and animals as well as the
economy.
Controlling the value chain and technology
Conducting operation management
Operations in CSL are an integrated value chain activity and R& D teams are located in
Japan, USA, Australia, Germany and Switzerland. The strategic partnerships with these countries
and with academic institutions help in innovative research in plasma therapeutics, recombinant
biotechnology and vaccines. It is ensured that safety and quality are maintained during the
manufacturing and packaging of medicines. Clinical trials ensure proper testing of the medicines
of CSL. The operational actives are supported by robust technology which supports research at
the early stage in CSL.

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Managing supply chain
According to Golicic and Smith (2013), creation the supply chain management of an
organisation can contribute substantially towards sustainability. However, supply chain in
biotechnology is not easy as it is related to keep the products stored in cool and dark places with
comfortable temperature (Porter and Heppelmann 2014). The refrigeration process is important
in the supply chain. CSL uses bio partners in supplying the products. Mostly, CSL uses
intermodal transport system and it helps to deal with process, procurement and relations to the
supply vehicles. Intermodal transport supply helps to use multiple modes of transport. An empty
truck moves to the shipper with a container and then shipper loads the container with products
with refrigeration. Then, the truck moves to another shipper. The supply chain is global and
integrated into CSL with partners across the globe. Inbound and outbound logistics processes of
CSL help in the delivery of life-saving machines at the right time.
Technology Implementation
The core capabilities and products of CSL are speciality products, breakthrough
medicines, vaccines and IP, immunoglobulin and haemophilia. The value chain activities and R
& D help in the development of these core capabilities. The controlling of value chain and
technology can help in the Life Cycle Management which ensures continuous improvement of
products and the market development focuses on the development of new markets. Technology
and a robust R& D helps in the development of new products in an organisation(Porter and
Heppelmann 2014).CSL develops products to treat diseases of patients that are life-threatening.
CSL engages into partnership with innovative product candidates and technologies.
Sustainability incorporates the management practices
The marketing activities of an organisation should contribute substantially to
sustainability (Golicic and Smith 2013).The product launches in CSL are benefitted by the
experience of the organisation related to commercialization in the niche market. R & D
governance and decision-making process of CSL helps in the attainment of strategic objectives.
The Board of CSL, The Pharma Plan Committee (PPC) and the Strategic Leadership Group
(SLG) governs the strategic decisions, allocation of resources, Portfolio decisions and

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prioritization. The R& D projects of CSL are reviewed, monitored and guided by the cross-
functional committees which have representatives from CSL sites (csl.com.au 2017).
Conclusion
It can be concluded that CSL already focuses on sustainability, has a robust value chain
and good human resource strategy for its employees who are core resources of the organisation.
However, it can be recommended that future strategies adopted by CSL should focus on the
development of new markets for the current product line. CSL has manufacturing facilities in
developed countries but the organisation should consider expanding its market in Asian countries
and in the Middle East and Russia. The Asian countries are rapidly developing and have the
immense opportunity for Research and Development. CSL should also focus on innovation and
extend its product line and add more products to increase product width. This research and
innovation will help to cure more life-threatening diseases. CSL should hire workforce and build
a distribution strategy in these countries.In the human resource strategy of CSL, it is noticed
during previous analysis that pays structure and rewards are often higher for senior employees.
CSL should focus on reducing pay gaps between juniors and seniors, pay should be strictly based
on merit and performance.

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