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Business Research Methods and Theory of ScienceSemester project - Examination

Simona-Diana Saptebani

International Marketing

Aalborg University, 18th of January, 2011

The concern of Corporate Social Responsibility

aspects when building an Expansion Strategy

Presenting the structure:

What?

1.Purpose of the presentation

2. Key issues of CSR

Why?

3.Importance of CSR aspects when creating an expansion

strategy

How?

4.CSR activity decision

5.CSR strategy process

6.CSR limitations

7.Conclusions

Purpose of the presentation:

Own creation inspired by Mintzberg (1998) and Wild (2010).

Key issues of CSR:

Human rights

Employee rights

Environmental protection

Community involvement

Supplier relations

Importance of CSR aspects when building an Expansion Strategy:

Business expansion

Growth of the impact on the society and environment

More notable Image damage

Trust damage

Corporate Social Responsibility

To remain competitive

Employee engagement

Employee retention

Employee recruitment

Market strengths

Identity strengths

Responsible behavior

Consumer and communities sensitivity

Mets governmental regulations

Business viability

Tool for survival

Reputation

Society benefits

Competitive advantage

Planet benefits

Profit benefits

Importance of CSR aspects when building an Expansion Strategy:

CSR activity decision:

Direction

→ generic social impact

→ value chain social

impact

→ social dimensions of

competitive context

Strategic Approach

→ Responsive CSR

→ Strategic CSR

Focus areaPorter and Kramer (2006)

CSR strategy process:

Wirtschaften (2007)

Examples of CSR strategies that companies use to adopt:

CSR limitations:

A CSR issue can be hidden and immeasurable;

Can represent more risks than opportunities / higher cost than

profits;

Integration of CSR requires a deeper transformation of

companies' core business and product;

Companies have a low level of control over sustainability because

this might occur in supply chain rather than in their own operations;

Lack of control when it requires changes in cultural norm, habits

or identities.

Conclusion:

The absence of the CSR when adopting an expansion

strategy can be damaging for the company;

The competitive aspects and the supply chain activities

need to be looked at also from the CSR point of view, when

deciding an expansion strategy;

The CSR has to be part of the vision, mission and objectives

in order to evaluate the results, benefits and impact that the

strategy has on the society and environment.

Proposal of topics to discuss:

How to deal with the limitations just presented?

Today, CSR is rhetorical or real?

Thank you for your attention!