Unilever's Corporate Social Responsibility: A Comprehensive Case Study

This case study examines Unilever's corporate social responsibility (CSR) practices, highlighting their significance in today's business environment. The report explores how Unilever, a multinational consumer goods company, integrates CSR into its operations, emphasizing the benefits such as i...Read More

case study

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Corporate social responsibility can be describe as the self regulated services that is
performed by organisation to in order to provide benefits to society and environment. It is
essential for organisation to carry out different social responsibility practices in order to provide
benefits to society. Now a days organisation are focus on sustainability and development and
corporate social responsibility will lead to positively affect business (Kim, 2019). There are
number of benefits that could be attain by organisation by conducting corporate social practices
and attain its goals. This report is based on Unilever organisation. This is well established
company that is providing its products and services in large market area. Unilever is a
multinational company that is dealing in consumer good and services. Its major products
includes frozen food, energy drink, soft drink, coffee, personal care, beauty products and so on.
Head office of Unilever company is located in London, U.K. This report will includes different
roles and importance of CSR in present day business organisation. Apart form this, report consist
of CSR strategy influence influencing corporate tax and investment decisions.
MAIN BODY
In present environment, corporate social responsibility play very important role and it
will assist organisation to successfully and effectively carry out different practices. This is refer
as the own regulated practices of organisation which is accountable for promoting benefits to
society and its improvement. This includes business operation by consideration of ethics and
moral as well as sustainability in order to deal with environmental or social impact. It is crucial
for organisation to take correct and accurate steps that are significant for successfully and
effectively performing business practices. Corporate social activities can explain as various
activities and task that is performed by business with the motive of providing benefit to society
and environment. Unilever company is conducting business operations in large market area and
it provide high quality products and services in order to meet with the needs of customers. This
company is collecting various resources and raw material from society and environment. These
resources are important for successfully conducting business practices so it is moral
responsibility of Unilever company to perform CSR practices in return of the resources taken.
Corporate social responsibilities play crucial role in success and growth of business (Osagie,
And et. al., 2016). It is important for business to consider different CSR practices in order to
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successfully and effectively performing business task as well as accomplishing goals. The major
role of corporate social responsibility practices is to develop and improve image of Unilever
company. By performing social responsibility activities respective company will be able to
develop strong image with company (Hasan And et. al., 2018). For example Unilever staff
members are volunteering in charity as well as helping needed person. This represent the
commitment of respective company with society and its citizens. Through this type of practices
Unilever company is able to create and develop positive image with its customers. This is
consider important for business as it will help in attracting more customers towards business as
well as increasing sales of organisation. This is significant for enhancing revenues of business
and generating more profits.
There are various benefits that could be attain by respective company by performing
social responsibilities practices as well as enhancing business practices. With the assistance of
CSR company can improve their public image that may invite customers towards the same. For
attaining the same, employee of business organisation volunteering an hour a week as a charity.
Along with this, they are also show their brand commitment in order to help others. As a result it
can be more effective and favourable for consumers that can change the behaviour of customers
towards its offerings as they make decision to buy from company.
Furthermore, practising corporate social responsibilities also beneficial for business
organisation in increasing the customers engagement. If organisation focus on using sustainable
systems within their activities that assist in inviting more and more customers. Firm also post
their information on their social media channels and at the same time also create a attractive
story along with their efforts. This type of contribution can influence customers to follow and
also engage with the brand and its offerings as well.
When company implement corporate social responsibility within the operational
activities it is effective and benefited for its employees. In this, company also provide range of
benefits to workers when they embrace the CSR. With the assistance of this, workforce of
company become more productive and positive towards their job roles and responsibilities that
they going to be perform. By promoting different things including volunteering employee can
also encourage their personal and professional growth within the company (Deng and Xu, 2017).
This will assist in reducing the employee turnover by retaining workers for longer period of time.
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Cost Saving is also a major benefit of practising corporate social responsibility in which
company operating sustainability that may support in saving huge cost to the firm. In this
relation, Unilever have found new and innovative technologies that can positively impact over
the enhancement of the brand image by reducing its operating cost. It may assist in increasing the
possibilities of establishing their positive brand image at market place (Rim, Yang and Lee,
2016). By this, company can invite large number of potential customers that may support in
building strong customers base.
Risk management is also a major benefit of implementing corporate social responsibility
in which Unilever focus on managing environmental risk that affect the business activities.
Along with this, it also affect the growth strategies that can be used by company for attainment
of their set goals and objectives.
Furthermore, corporate social responsibility also affects the corporate tax because it is
highly depend over the nature of CSR activities that company have implement. In this relation,
Corporate tax is positively and complementarily related with CSR of business organisation as it
practices environmental remediation. Along with this, the main contribution of CSR activities in
company is that it may improve the brand image at marketplace. This is the reason that company
can easily influence and invite large number of customers over there. Unilever also practising
the corporate social responsibilities at the time of operating their business in which company
focus on providing benefits to society. It can be assist in influencing stakeholders as they easily
make their decision to invest with the company. This is possible by positive and competitive
image of the company at market place. In relation to this, CSR is consider as an important
strategic tool for various business organizations to keep their image unique and competitive apart
from competitors. Because of increasing numbers of scandals, consumers nowadays searching
value and renowned firms that have more honest and fair operational activities and also loyal in
their business dealings. This can be contributes in enhancement of the society’s focus on the
basis of sustainable development that directly affects both the consumers and the companies at
market place. In this context, Unilever’s corporate social responsibility (CSR) also put their
contributes towards the strength of brand image that influence customers to buy from them as per
their needs and wants. On the other hand, stakeholders of company also affect the business
performance because their decision and contribution a lot for the business for attainment the
competitive success (Scherer and et. al., 2016). As investor of the company also influence from
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company CSR strategy and its brand reputation at market. In this regard, Unilever implement its
CSR strategy as a supporting approach in order to maintain their position in industry and at the
same time also attain business sustainability. For an example, higher revenue and profitability
level can increase the investor confidence and satisfaction level within the company (Wang and
et. al., 2016). Investors are the one who are influencing the capital available to found Unilever’s
business. Organisation also address the expectation and interest with the help of continuing
business expansion. This is the reason that overall satisfaction of its stakeholder group increase
the success of company and also addressing its corporate citizenship.
CONCLUSION
From the above mentioned report it has been summarised that Corporate social
responsibility is one of the important activity for company in managing their positive brand
image. In this organisation also work for society welfare and betterment of people by providing
them benefits. It directly contributes in improving the customers base and customers engagement
of business organisation through which company can easily sustain in market for longer period
of time. Furthermore, CSR strategy of company is also influence stakeholders to make their
decision for investing within the company. This can be beneficial in improving the positive and
competitive brand image as compare to its competitors at market place.
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REFERENCES
Books and Journals
Wang, H. and et. al., 2016. Corporate social responsibility: An overview and new research
directions: Thematic issue on corporate social responsibility.
Scherer, A. G. and et. al., 2016. Managing for political corporate social responsibility: New
challenges and directions for PCSR 2.0. Journal of Management Studies. 53(3). pp.273-
298.
Rim, H., Yang, S. U. and Lee, J., 2016. Strategic partnerships with nonprofits in corporate social
responsibility (CSR): The mediating role of perceived altruism and organizational
identification. Journal of Business Research. 69(9). pp.3213-3219.
Deng, X. and Xu, Y., 2017. Consumers’ responses to corporate social responsibility initiatives:
The mediating role of consumer–company identification. Journal of Business Ethics.
142(3). pp.515-526.
Hasan, I. And et. al., 2018. Corporate social responsibility and firm financial performance: The
mediating role of productivity. Journal of Business Ethics. 149(3). pp.671-688.
de Jong, M.D. and van der Meer, M., 2017. How does it fit? Exploring the congruence between
organizations and their corporate social responsibility (CSR) activities. Journal of
business ethics. 143(1). pp.71-83.
Osagie, E.R. And et. al., 2016. Individual competencies for corporate social responsibility: A
literature and practice perspective. Journal of Business Ethics. 135(2). pp.233-252.
Kim, S., 2019. The process model of corporate social responsibility (CSR) communication: CSR
communication and its relationship with consumers’ CSR knowledge, trust, and
corporate reputation perception. Journal of Business Ethics. 154(4). pp.1143-1159.
Archimi, C.S. And et. al., 2018. How perceived corporate social responsibility affects employee
cynicism: The mediating role of organizational trust. Journal of Business Ethics. 151(4).
pp.907-921.
Chaudhri, V., 2016. Corporate social responsibility and the communication imperative:
Perspectives from CSR managers. International Journal of Business
Communication. 53(4). pp.419-442.
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