How does your selected company gives back to a community.

CONTEXT

• Subject: Business
• Topic: Johnson and Johnson CSR
• Style: MLA
• Number of pages: 3 pages/single spaced (1650 words)
• PowerPoint slides: 0
• Number of source/references: 1

 

The discussion of business ethics revived through the downfall of CEOs and unethical practices in many organizations over the last decade—unfortunately, despite all good intentions and ethics programs, the tendency for unethical conduct continues and has contributed to the current economic crisis.

 

Growing public distrust in organizations started the trend of “Corporate Social Responsibility” or CSR a few decades ago. Organizations are attempting through investing in good causes to present themselves as “good corporate citizens” (either through their own foundation, or by giving through charities, etc.). In addition, during the latest economic crisis the public periodically completely lost trust in the financial system, is questioning government and corporate actions and has become a more critical and careful customer and consumer.

 

Now that our world appears to be “down to zero” organizations might lack, or have reduced funds, to sponsor good causes—while, at the same time, their responsibility to the public is increasing. CSR should strengthen a company internally as well as promoting a “good citizen” image to the public. Internally, CSR provides a guidance system for employees. Involvement in social causes supported by the employer, inflame employees’ passion for making the world a better place. It encourages the workforce to collaborate and integrates them with the corporate culture. These patterns strengthen that culture and make the immediate environment of the employee a better place, too.

 

But isn’t an organization’s first goal to turn a profit? Especially now, in dire times? Why set funds aside for social causes? The answer: CSR might not maximize the present value of their firm’s future cash flows yet still maximize the market value of the firm. But the concern is are these attempts considered as a secondary form of marketing? And, if so, is that problematic?

 

TASK

 

You will analyze one specific CSR initiative/program and see if a company’ social actions are in line with what the brand promotes. From here, you should answer the question whether the firm is in line with their mission statement and how to improve on the current position.

 

1. Select a firm that engages in strong or questionable CSR; a suggested list is posted on BB (the 100 Best Corporate Citizens pdf).

 

2. Read up on how your selected company gives back to a community, the organization, or even globally.

 

3. Select one specific initiative/program to explore.

 

4. Recap the program/initiative for the C-suite.

 

5. Analyze the results in detail and answer whether or not the specific initiative/program is living up to the CSR promises the firm puts forth. Support your analysis with research.
6. Consider the CSR report, the mission/promise statement to learn about their commitments.
7. Explore the results, publicly shared evidence, and/or any social/news media/critics analysis. Remember – the lack of evidence or appreciation for a brand’s CSR can be used as evidence. This may not be applicable to all companies.
8. Discuss to what degree do you believe the company’s socially responsible behavior is in line/out of line with their stated mission statement/credo/brand promise? (found on the company website or CSR report)

 

6. Discuss 1-2 strategic improvement(s) for the CSR program and why these are needed. Also explore:
7. Two-three stakeholders and discuss why your improvements would benefit these groups.
8. Whether or not the intended stakeholders view the purpose-driven messaging as a true CSR effort as intended or as a marketed effort? Alternatively, was there is a risk of consumers perceiving the current CSR program/initiative as a possible marketing function?

 

1. If no, what do you think the brand did right in terms of communications?
2. If yes, what do you recommend the brand do to correct and/or deflect any future communication/perception issues?

 

1. What time frame should these been implemented within and why?
2. Support the improvements with evidence.