Case Study Of HUL

or so many years our society has been thinking of forming new creative and innovative businesses, which would be more environmental and customer friendly. Nowadays a large number of different companies follow the social, ethical, as well as moral consequences when it comes to their decision making. One of the relatively new concepts involving economic and social concerns is Corporate Social Responsibility. Many of us apply this approach not only at work, but also in everyday life without even recognizing.

Management is faced with many decisions when considering the environmental factors that affect marketing. This includes global economic interdependence, demographics, cultural differences, social responsibility, ethics, and technology. It is imperative for a company to understand how these factors can greatly affect the outcome of a company’s marketing plan.

In other words, these socially responsible companies will evaluate not only the short and long term economic outcomes of their present decisions but also the long-term environmental and societal outcomes of their current actions. This thus leads to the triple bottom line approach of reporting environmental, social, and economic performance. In addition, Wilson from the Ivey Business Journal argues about corporate social responsibility or the CSR. The CSR has been around longer than the term and implication of “sustainable development” but has similar guidelines. From about 1953 the on, the main debate was whether corporate managers had an ethical responsibility to consider the needs of society and by 1980, it was generally and consensually accepted that corporate managers should and did have this moral responsibility. So by incorporating sustainability plans or even creating a separate branch dedicated to doing so, the company’s reputation often is increased, which over the long term, will contribute to accentuate customer loyalty, market share, and brand value and awareness. (Wilson, 2003) This case study done on Johnson & Johnson published by the IMA Educational Case Journal analyzes the impact that implementations of these sustainability

Sustainable marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while preserving and enhancing the ability of future generations to meet their needs (Kotler & Armstrong 2012, p. 582). The aim of sustainable marketing is to satisfy the customer’s the needs and wants while also putting high emphasis on the environment and the social issues and thus creating profits in a socially responible way. Mention triple bottom line

Corporate Social responsibility (CSR) has been viewed in different ways by different school of thoughts; some see it has a voluntary initiative, while others think it’s a main part of every company’s structure and even an opportunity to improve brand. For this work, we would take the position of the later argument. It is simply giving back to the environment that you gain from. It involves protection of the environment, development of quality of the occupants of the environment and improving their quality of life. Like Barnard (1938), it is analyzing the social, economic, moral, legal and physical aspects of the environment.

Background to CSR - In this environment, the impact of behaviour, values and ethics on achieving a company's strategic vision represents a timely and valuable undertaking. This behaviour, often called Corporate Social Responsibility (CSR) is a new focus on ethical and social issues (Sen & Bhattacharya 2001). CSR leads marketers to the notion of both global and stakeholder responsibility, and an organizational system that begs for sustainability not just to outlast the competition, but to increase customer loyalty, presence in the global market, and a stronger unification with the political bureaucracies. There is a clear integrative framework involved that impacts the idea of sustainable marketing concepts (Maignan & Ferrell 2004). Indeed, at the same time, "culture" has changed, too; there is likely not a country in the

In this era of sustainable development, companies have realized the importance of adopting a corporate social responsibility and contributing their part in the development of environmental sustainability in the community that they are a part of. However, what is interesting to note is that many companies have found the

The scope of this research study is to understand the importance of corporate social responsibility in organisational international marketing strategy through the case study of British Airways. The case study of British Airways will be discussed in detail in order to understand the ways the company is taking into consideration the corporate social responsibility

and corporate social responsibility (CSR)”. Business need to transform for sustainable development. “CSR” is not only an empty talk which is also become the determinate factor of a company. “Jacoson and Nelson(2004) take more of a how-to approach, offering a principle-based framework for mastering what they called ‘new rules of the game’.” (Alessia, 2009) CSR of business began to wake. “There is growing sense that looking after the people and the community as well as the environment are all relevant to long-term business survival.” (Alessia, 2009) As the CSR become a esthetic standard and sustainability standard for a business, companies focus more on triple bottom line-people, profit and planet-also could definite as environmental, societal and business arenas. CSR is a start to lead business to sustainability. It is more likely a principle to measure companies’ ethics and sustainability. Berkhout indentified some challenges for companies under the CSR principle. “How to balance its social and environmental responsibility with its economic responsibility to

Strategic marketing views sustainability through a market focused approach and considers it as a strategic resource that leads to competitive advantage for the organization and to superior performance (Hult 2011). Market-focused sustainability integrates the customer (and other important stakeholders) into marketing strategy making and implementation. This has the opportunity to create a marketing strategy that is valuable, rare, inimitable, and difficult to substitute (Barney 1991). These sustainability-driven organizations create unique idiosyncrasies that positively affect their standing in the marketplace, offer an opportunity for market segmentation, and deliver value to customers

Corporate social responsibility has been one the key business buzz words of the 21st century. Consumers' discontent with the corporation has forced it to try and rectify its negative image by associating its name with good deeds. Social responsibility has become one of the corporation's most pressing issues, each company striving to outdo the next with its philanthropic image. People feel that the corporation has done great harm to both the environment and to society and that with all of its wealth and power, it should be leading the fight to save the Earth, to combat poverty and illness and etc. "Corporations are now expected to deliver the good, not just the goods; to pursue

What exactly is marketing? Is it just convincing people to buy products through various media? Billboards, TV commercials, junk mail and magazines filled with advertisements? From the consumer’s perspective, that is how it seems (Kotler et al. 2010, p. 5). But from a business’s standpoint, marketing is viewed very differently. Marketing is viewed as being based on an exchange relationship between a business and its customers, where a business offers something of value, and customers purchase this product, which provides the business with the means to continue producing this item of value (Moscardo et al. 2010, p. 277).

The original concept of corporate social responsibilities focus only on the social responsibilities, such as employment and consumer rights. As environmental damage has become major concern in the recent years, the concept of corporate social responsibilities has also covered environmental responsibilities, such as water pollution and polluted gas emission, which in turn become one of the important parts of corporate social responsibilities practices (Flammer 2013). Globalisation has constantly developed the concept of corporate social responsibilities in which the method of handling the companies' environmental consequences is important for maintaining or improving the corporate image. Therefore many companies utilise the corporate social responsibilities practices and disclose them in the annual

Nowadays, the employment of ethical principles and standards to the decision and actions of business organizations-better known as Business ethics- is a crucial issue for its strategic management; businesses are expected to have a formal code of ethics or policy that encourages corporate environmental sustainability. To do so, businesses have used different frameworks such as the eco-efficiency, natural step, triple bottom line, ecological footprint and so on, in fact, along with the TBL approach the CSR programs are the most commonly used, it is defined as the “management of stakeholder concern for responsible and irresponsible acts related to environmental, ethical and social phenomena in a way that creates corporate benefit” (Vaaland et al., 2008, p. 931), and can help business to display a more congruent and coherent identity that consequently will lead to enduring and substantial relationships with stakeholders.

In today’s world, Corporate Social Responsibility (CSR) has been one of the topics that every company must be concerned with. It is usually viewed as a legal obligation for every company to create social benefits alongside with the profit gains (Peng and Meyer 2011, p.297). CSR is a crucial factor for our society and environment. If there is no campaign to encourage us to save our planet, how can people be aware and know theirs obligation to save the world. This paper will explain the meaning of corporate social responsibility, advantages and disadvantages of CSR through the example of The Body Shop. In addition,