Foundation of Business Communication: Sustainable Strategies and CSR

This report delves into the realm of sustainable business practices and corporate social responsibility (CSR), focusing on how businesses like London Luton Airport and Kering Group employ ethical and sustainable strategies. It examines the sustainable approach to management, encompassing social, economic, and environmental sustainability. The report evaluates different CSR approaches—obstructive, defensive, and accommodating—across the organizations, analyzing the distinctions and how success is measured within CSR strategies. It explores how these organizations integrate sustainable practices into their operations, from engineering advancements at Luton Airport to digital innovation within Kering Group. The report highlights the significance of ethical operations, consumer relations, and employee development in fostering long-term business success and sustainability. The report also focuses on the importance of ethical operations, consumer relations, and employee development in fostering long-term business success and sustainability.

Foundation of
Business
Communication

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Explain about the sustainable approach to management and business strategy which is
evidenced through examples of strategies that business organisation use to operate in an
ethical and sustainable manner....................................................................................................3
Evaluate the different approaches to CSR of all the three companies or organisation? What are
these differences and in which manner success can be measured into strategies of CSR?.........5
Reflection.........................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Business environment commonly means to the method of sharing data and information
among several people that are inside as well as outside the commercial business. Effectual
communication of the business refers to such a way which represents how a business and
management as well as workers communicate and also interact in order to reach and accomplish
long term goals and objectives of business for the long period of time which will be beneficial
for the business in order to attain success as well as sustainability but in the market area
effectively and efficiently (Akerlof, and et.al., 2022). The management consider in this report is
London Luton airport and Kering group. The following report will cover regarding several
different sustainable methods and approach in accordance to strategy of the business and
management. Moreover to this the respective report will involve evaluation regarding several
different methods of corporate social responsibility of the 3 organization and business.
TASK
Explain about the sustainable approach to management and business strategy which is evidenced
through examples of strategies that business organisation use to operate in an ethical and
sustainable manner
Sustainable approach to management - This means to the application and method of
sustainable activity that considered into the category of environment, business, agriculture,
personal life as well as society by maintaining as managing these practices in effective way
which will be advantages for the current as well as upcoming generation. In addition to this
sustainable approach to the business or management is very crucial because it commonly offers
specific and that can better several elements of the lives of the people of existing generation as
well as of future and regulation and of the atmosphere as well. At the time when society makes
objectives and goal then people are more likely to reduce the wastage of energy are another
crucial resources (Bornsztejn, 2022). This can only be done by the societies unless they have the
proper management established in accordance to make the objectives and goals and effectively
and efficiently implement it. Methods as well as approaches that can be more successful and
sustainable in relation to its nature which can increase the value to the brand and also can
enhance the efficiency as well as meeting the requirements and preferences of the customer base
in the market area through creating several new potential opportunities and possibilities in order

to attract suitable talent and experience person as well. There are several approaches of
sustainable management that involves human, social, economic as well as environment and these
several approaches are described below in a brief -
 Social Sustainability - This commonly as the purpose of conserving the social
investment by creating as well as investing in services that can constitute a specific model
of framework of the community. In addition to this it normally refers to preserve
generation of upcoming time and also to represent that what can have the influence on
other as well as all the globe (Calderwood, and et.al., 2022). Also sustainability add the
level of social commonly concentrate on bettering as well as managing the social quality
with the idea and nature of honesty, shared ideas, cohesion, reciprocity, laws as well as
rights and equality. The common principle of growth and development of the sustainable
management commonly addresses the social as well as economic betterment that
safeguards the atmosphere and provide assistance in equality as well.
 Economic Sustainability - Sustainability add the economic level have the purpose in
order to intact the investment. Moreover to this with context to the respective
organization it is commonly regarding the effectual and efficient utilization of assets in
accordance to manage more revenue and income as well as profitability of the business
over a specific period of time.
 Environmental Sustainability - Sustainability at this level commonly have the purpose
of lettering the standard of living and welfare of the people screw protecting the natural
resource and atmosphere. In addition to this environmental sustainability offers major
concentration on how the practices of the business can accomplish the results without
doing any type of to the environment in a short or in a long term period of time as well..
Business Strategy - There are several kinds of the commercial businesses into the world of the
business that have different objectives and goals and also they have different methods in
accordance to accomplish these objectives and goals for the long period of time period these
methods commonly involves off several strategies of the business which can assist them in
effectively and efficiently accomplishing those goals and objectives (Chatterjee, and et.al.,
2022). In addition to this the technique and strategy of the commercial business is commonly
means to the set of several different decision that have been taken and implemented by the
business in accordance to achieve their long term as well as short term objectives and goals and

also to attain the edge over the competition in the market area. There are several specific reason
because of the commercial business strategies and techniques are crucial that commonly involves
effectiveness, edge over competition, monitoring, planning as well as control.
In context to London Luton airport management have utilise several different engineering
techniques that can be utilised in accordance to advance the sector of aviation and there are
specific advantages of these that are increment in the sales, efficiency of the business,
productivity and performance level enhancement and various more. In addition to this the
organization has focused in transforming itself into adapting the latest tech for the operations of
the business and also respective organization offering more appropriate services and
transparency as well as clarity that can increase and assist them in there growth of the business
and its success for the long period of time in the market area. So in this way the organization has
function in too optimistic way with the utilization of appropriate strategies of the business in the
market area which can lead to their enhance level of consumer base and profitability in the
market for the long period of time (Gángó, 2022).
In relation to Kering group the organization has compete as well as function into
coordinative and collaborative way and also focused and innovating itself by adapting digital
methods in accordance to offer and accomplish the edge over the competitors in the market area.
In addition to this in order to sustain and develop the organization into optimistic where there are
specific strategies of growth that can be opted by the respective organization that basically
involves enhancement of high value as well as high tech added products of the business,
expansion into the Newmarket area, marketing utilizing digital media methods which can assist
the firm in tapping Into the Newmarket area in order to gather new consumer base in a very low
cost. So in this way the organization as you write several different techniques according to
function into sustainable way and also in ethical way which will be beneficial for the firm in a
smooth operations and running of the business. So the in the entire way for functioning into the
effective and optimistic way it is very crucial for the business in order to opt for the suitable
techniques that can be advantages for the business for there development and success of the
business in the market area (Hakimovna, and Muhammedrisaevna, 2022).

Evaluate the different approaches to CSR of all the three companies or organisation? What are
these differences and in which manner success can be measured into strategies of CSR?
Corporate social responsibility commonly means to the element of self regulation that
shows regarding the commitment as well as the compatibility of the business in accordance to
contribute as well as to do well being for the society and environment through several
environmental as well as social measures in an effective and efficient way (Hao, Guo, and Wu,
2022). In addition to this corporate social responsibility is the important part the idea of brand of
the organization, employees, retention of the experience and talented people, attractiveness to the
consumers and also the entire success as well as sustainability of the business for the long period
of time:
 Obstructive approach - A business which can take stand off several obstructive towards
social obligation and responsibility that tries to defend its own priorities economically by
blocking any type of try in accordance to point out the organisations lack of social
obligation and responsibility. At the time when a business has to encounter several social
references and demands then the several obstructive organization basically deny for
functioning these into the wrong way and it can utilise obstacles in accordance to
intentional delay as well as divert the investigation of their activities which is not
considered to be beneficial for the business for a long period of time.
 Defensive approach - Organization that focus on taking stand of this type of the
approach towards the social obligation as well as responsibility commonly are not mainly
organised and accountable for it. In addition to this these are the commercial receive that
known and consider themselves very neutral and the main objective as well as goal of
these businesses to earn more and more profitability on enhanced level of scale instead of
functioning activities into the obliged way. Moreover to this these commercial businesses
also applied the policies as well as laws that are imposed by the legal authorities into the
suitable way in accordance to make sure that they does not have to encounter any type of
legal consequence which can enter there long term success and sustainability in the
market area (Kakabadse, and Kakabadse, 2022).
 Accommodating approach - Commercial businesses that majorly believes in utilising
this type of strength and method in their social corporate responsibility is very crucial and
it is also essential in relation of increasing the revenue and making profitability for the

long period of time. In relation to address and need the ethical as well as valuable
standard so these the commercial businesses fulfil and satisfy every of the needs and
preferences into the ethical way.
In relation to the respective business this has been monitored that they have introduced
several different sessions and programs with the assistance of in depth research that regarding the
routes and other services they can offer to the consumers that means they can also offer variety
of segments in its aviation industry (Kim, 2022). Their major concentration is towards increase
in the consumer ways as well as minimising the cost of expense which can assist them in
reducing the prices of the services as it will lead to enhancement in the goodwill as well as
consumer base that will be leading towards the long term success and sustainability of the
commercial business in the market area. Moreover to this management also offers appropriate
training and development to there workers and they also focus in promoting the innovation and
research in its operations as well.
From the idea of socially contributes into the idea of increasing the living standards of the
people through function towards designing as well as implementing scalable strategies,
sustainable frameworks as well as replicable utilizing their core set of skills and competencies
that provides the optimistic social influence in addition to this they also focus in contributing into
the relation of offering suitable services to their consumer base and they also focused on
providing the compensation regarding any mishap in their services (Lin, 2022). This also
involves offering appropriate healthcare insurance another form of activities in order to increase
the goodwill and provide their consumers appropriate products as well as services. In context to
the environment management of respective is functioning towards supporting the society in
accordance to utilise and minimise the carbon emission as well as pollution from their operations
in the effective as well as efficient way and they also focus in mitigating the influence of climate
change through several programs and sessions of awareness among the people in the world.
In context to the Kering group management also focus in relation to creating more and
more jobs that enhance the standard of living of the people in the society and the organization
have also focused in taking the measures and initiated towards the betterment in safer as well as
sustainable services and product that enhance the safety of the environment and by minimising
the carbon footprint and creates the organization more effective and efficient in the market area.
Differences into corporate social responsibility of all the organisation

There are several differences in the corporate social responsibility of every of these
businesses in which first organization is more concentrated towards introducing several
differentiation in accordance to better the quality of the people so that they can offer safe for
society and every society and they also focusing contribute towards long term sustainability of
the environment as well (Lozano, and et.al., 2022). Moreover to this in relation to Kering group
their corporate social responsibility is entirely different if it is compared to London Luton airport
organization as they focus din minimising the carbon footprints with several different ethical and
environmental programs and they also have taken several different measures in order to assist the
society in the effective as well as efficient way and in the entire way every of these businesses
have their own objectives as well as goals so that they can function appropriately and different
from each other which can be beneficial for the organization for a long period of time.
Success measurement into strategies of corporate social responsibility -
There are mainly 3 methods in accordance to evaluate the techniques of corporate social
responsibility and these methods are described below in brief:
 Benchmark against top performers - Benchmark basically offers the idea of how to
evaluate or measure the performance of corporate social responsibility of the business
and the top level benchmark assist the organization and relation of measuring the
performance of corporate social responsibility and this also shows the stability of success
for the upcoming further potential opportunities of the business.
 With support of KPI the performance of CSR can be measured - Commercial
businesses are required to fix long term as well as short term goals and objectives in order
to increase the benchmark for the sustainability and success as well as key performance
indicators effectively and efficiently (Mehboob, and et.al., 2022). Moreover to this in
accordance to develop the initiatives of corporate social responsibility key performance
indicators are known to be one of the few performance indicator and variable that can be
beneficial and neutralising for the measuring the performance rating of corporate social
responsibility. This commonly involves perspectives of the workers, diversity supportive
rishu, health as well as security, satisfaction ratio and various other.
 Employ recognised industry standard measurements - There are several techniques
and tools that can be utilised in accordance to evaluate the performance into the
optimistic way.

This basically involves several Certification as well as international framework and so in
the entire way every of these businesses are required to utilise key performance indicators in
accordance to function into the successful as well as sustainable way and for evaluating and
measuring the corporate social responsibility in the effective and suitable way. That is why key
performance indicator is known to one of the best method for evaluating and measuring the
corporate social responsibilities of the respective businesses (Perez-Bode Dedecker, and
Blaschak, 2022).
Reflection
Reflection is considered as the one of the efficient and effective method with support and
assist the person in order to represent its experience as well as learning and also understanding to
other people with more effectiveness. In addition to this throughout the entire lessons as well as
classes there are several different capabilities and competencies that are adapted by me which
assisted me to function and operate suitably in my professional as well as personal life. Moreover
today’s faculty as well as teacher has the very crucial part in the process of adapting these vital
set of skills and capabilities as I evaluated that they have assisted me to gain suitable
understanding as well as knowledge about the function of several different departments in the
business. In my educational session I have adapted and learn about writing skills in which
curriculum vitae writing assisted me to make one of the major as well as attractive CV in
accordance to the requirements and preferences of different businesses and organizations.
Together with this I have also gathered practical as well as theoretical understanding about the
several different motivational theories which are herzberg theory and maslow’s theory. I have
also understand regarding their implication in accordance to enhance the moral and motivation of
the worker and there are several major elements which are understood and learn by me and I
have also taken it into the consideration in accordance to accomplish the edge over my
competitors as well
Apart from this in another week I have also gathered more understanding and knowledge
about the idea of entrepreneurship and innovation in which innovation is the very crucial part in
the success and sustainability of the business which can also give the business an edge over their
competitors in the market area (Sakulprasertsri, 2022). This is also crucial for a businessman or
entrepreneur in order to possess few of the particular competencies and capabilities which helps
them to operate the functions of the business in the effective and efficient way. In addition to this

I have also understood that this is essential in accordance to pay more emphasis on adapting
several different kinds of the capabilities end skills because it can help in making several
effectual and efficient as well as essential decision that leads the functions of the commercial
organization in the suitable way. Throughout all the educational lecture I have evaluated that
lessons were interesting as well as appropriate and also increase my capability of learning about
the innovation in different organization. Together with this I have also understood and learn
regarding the integration of international as well as national economy and several different
concept of common market and market evaluation that assisted me to function the specific task
and work in the structured as well as systematic way in a given period of time with more
effectiveness and efficiency (Strah, and Rupp, 2022). In addition to this understanding and
knowledge of the axis of the market as well as marketing provide assistance to me in order to
gain more knowledge and understanding and also effect all the marketing management in the
environment of the business.
Moreover to this there is another method like kolb learning cycle which is the key
framework that involves several different levels that shows the how a person can gain more
understanding and knowledge and also learning in accordance to function there task in efficient
as well as effective way. In the first age it is the concrete experience of this type of learning cycle
where I have understood and learned several different set of skills which are teamwork skills,
problem solving skills, communication skills and many more these skills assisting me to
accomplish my long term objectives as well as goals in the best suitable way possible.
Throughout my learning sessions I have adapted effectual and suitable communication skills that
supported me in order to manage coordination among my members of the team. Together with
this I have also adapted and learn how to assist my members of the team on order to function the
specific task and work in an effective as well as efficient way (Trischler, and Li-Ying, 2022). In
addition to this I have also evaluated that effective communication provide assistance to me in
providing and conveying my point of view as well as several different innovative as well as
creative ideas in a systematic and structured way and there are several kind of nonverbal as well
as verbal communication skills that increases my potentially in order to interact as well as
communicate with other people in a formal manner and also makes more of the mutual
understanding among people.

I utilise several techniques as well as methods so that it can support me to have the edge
over my competition and for my growth and success in my professional as well as personal life
by also conveying my innovative and creative ideas and thoughts to other people in the effective
as well as efficient way. And at the time of my educational studies and lessons I have also
encountered several type of issues and problems regarding the dictation of several different
capabilities and set of skills that supported me to function on the specific task and work in an
effective and suitable way possible (Ugwu, and et.al., 2022). In addition to this skills of time
management and time management assisted me to maintain my team and accomplishment of the
given task and operation in the given period of time or in a deadline which assisted me in more
growth and leading my team in right way. In my educational lessons I have also understood as
well as learn regarding the several styles of leadership that assisted me to lead and to influence
other people in my tea in order to function with more effectiveness as well as efficiency for the
long period of time.
CONCLUSION
From the above mentioned report it has been concluded that communication of the business is
very crucial for the growth and development of the business for the long period of time in the
market area and it has also be understood that it is very crucial that commercial businesses need
to utilise several different methods and strategies so that they can function for the long period of
time in the market area with more success and profitability. Moreover to this for for the
betterment of the business it is needed that techniques need to be utilised to the effective and
optimised way and this has also been monitored that there are several methods of corporate
social responsibilities and these methods are useful in relation of the future growth and
development of the business for the long time.

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