Improving the Value Chain With Corporate Social Responsibility

The evolving practices around corporate social responsibility (CSR) provide dynamic, and complex opportunities for business. Overall, businesses are modifying their core purpose from creating shareholder profit toward creating shared value across their stakeholders, with shareholders being only one of the many stakeholders. This paper analyzes the 74th ranked 2014 Fortune Global 500 Company Kroger. Kroger started in 1883 as a local Cincinnati, Ohio grocery store, and has expended to be the second largest retail grocery store in the United States, and fifth largest in the world, owning retail food and drug stores, jewelry stores, and convenience stores in the United States (Kroger, 2015). Kroger remains headquartered in Ohio. An overview of Kroger, and specifically Kroger’s corporate social responsibility (CSR) strategy and implementation will be discussed, followed by a strengths, weaknesses, opportunities, and threats (SWOT) CSR analysis informing a concluding plan to enhance Kroger’s CSR maturity.

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.

We as business owners, management and or in a role of authority must set, address and comply with a solid foundation of ethics. “A code of conduct is the single most important element of your ethics and compliance program. It sets the tone and direction for the entire function. Often, the code is a standalone document, ideally only a few pages in length. It introduces the concept of ethics and compliance and provides an overview of what you mean when you talk about ethical business conduct.”

“Analytically, a corporation’s code of ethics is the documented, formal, and legal manifestation of that organization’s expectations of ethical behaviors by its employees” (Adelstein & Clegg, 2016, p. 55). The corporate credos and code of conducts provide employees with an understanding of the policies of the organization and the organizational ethical position. For these codes to be effective, all employees of the organization must be aware of them. The visibility of the code of conduct that enables the organization to be judged as ethical.

It is often said that a structure is only as strong as its foundation. This same principle can be applied to a business. In this case, the foundation is the stakeholders and the company’s corporate social responsibility strategies, both of which play a crucial role in the long-term success (or strength) of the company. Bombardier is a Canadian aerospace and transportation company which was founded in 1942 in Valcourt, Quebec as a snowmobile company. As its success grew, Bombardier expanded into one of the world’s leading transportation manufacturers; a multinational company, and evidently a highly successful one. The focus of this report, however, will not be on the overall success of the company, but on the company’s disposition

Companies today are heavily influenced by the demands of customers and stakeholders. Corporate social responsibility (CSR) refers to the social and environmental responsibility policies and practices developed by an organization to increase its positive influence and reduce its negative activity towards society (Parks, 2008). The business approach and corporate philosophy of an organization is easily altered due to economic pressures, technological improvement and stakeholder needs and demands. "Going green" or being eco-friendly is one such demand. Environmental and sustainability concerns originate most often from governments, consumer activists, and the general public (Schlosser, 2008). Thus, organizations must implement sustainability into daily practices. In addition, sustainability alters the nature of competition and drives companies to think differently about products, processes, and technologies (Parks, 2008).

Every organized company worldwide should have among its structure, one planning and coordination division in which social and business goals are integrated. Corporate social responsibility (CSR) programs are necessary for commercial business as an element of risk management and represent an outstanding mechanism for the stakeholders to identify weaknesses when their own actions or others conduct in its operating environment generate social risk. (Kytle and Ruggie 2005).

Corporate Social Responsibility (CSR) is something that affects all companies and should be an active factor in the company’s decision making. It is something all corporations need to care about. CSR is when business’ or corporations take part in an initiative or campaign for a cause that will benefit society and/or in some way make the world a better place (Taylor, 2015). Initially, Corporate Social Responsibility started to take shape around the 1950’s, but some say that it dates all the way back to the 1800s, the idea of CSR was seen (Carroll, 2007). One may think that because it is dated so long ago, it doesn’t have an important impact today nevertheless, it is proven that Corporate Social Responsibility is a pathway for entities to self benefit as they are in the process of benefitting society.

Continuous changes in the world’s economy have forced companies to go beyond their commercial purposes and pay attention to the importance of social actions. One of the first scholars to initiate the requirement of social initiatives for corporate enterprises was Bowen (1953). He argued that businessmen should aim broader than just maximizing profits for shareholders and should contribute to the society as well (Carroll, 1999). Eventually, more scholars performed research on a firm’s corporate social responsibility (CSR) and tried to define this new insight. A few decades later, Elkington (1997) introduced the term ‘Triple Bottom Line” (Carroll, 1999). He referred to three dimensions that could be impacted by a company’s system and policy,

This recent reality, combined with globalization, is forcing companies to forge new kinds of relationships with buyers and countries. The financial valuation of companies are taking ever greater account of intangible elements, such as brands, patents and the company’s general image, with companies being bound to take account of these things in an effort to satisfy their shareholders. Environmental protection has become a highly motivating factor, and companies are being pressed to identify stakeholders with whom to team up. With brand value and reputation increasingly being seen as one of a company’s most valuable assets, CSR is now seen as building loyalty and trust amongst shareholders, employees and customers ( Tssa, (n.d.)).

Shared value is a business strategy which focuses on creating overall value while addressing social problems. This concept of management strategy was expressed in the “Creating Shared Value” article by Porter and Kramer. Shared value is not just an aspect of a company’s growth strategy or general business operations. It is well integrated in the way a company operates along with what their goals are as an organization. The value created for a company’s targeted end user also has some sort of social impact which benefits their company purpose. Creating social impact is a company goal and success is measured through creating a shared value network. Porter believes that “The ability to address social issues is integral to profit maximization instead of treated as outside the profit model.” He is addressing that profits are not measured by impact not just monetary gains for the company, we can change our mindset to think of profit in a different way. Profit can be a benefit or some sort of added value. In this approach Porter argues that “Corporate social responsibility encompasses not only what companies do with their profits, but also how they make them.” This relationship is the driving force for a company’s development and future growth, and it goes beyond corporate strategy it also incorporates investments and key stakeholders for each company. Quantifying a monetary figure and amount for social impact may be extremely difficult, however it has progressed with awareness and

Nike has high expectations to their factory partners through evolving standards of their Code of Conduct that is a straightforward statement of values, intentions and expectations meant to guide decisions in factories. Nike’s Code of Conduct includes strict guidance about child labor, excessive overtime, compensation, forced labor, and freedom of association Nike (n.d).

The benefit to business of good Corporate Social Responsibility is difficult to quantify as it varies depending on the nature of the enterprise. Some scholars believe that there is a business justification for CSR. That is, what is good for the environment and society will be good for company profitability. And studies have shown a slightly positive correlation between CSR and financial gain (Steiner and Steiner, 2006). However, as Freidmanism claims, the first responsibility of business is to make enough profit to cover the costs for the future. If this social responsibility is not met, no other responsibilities can be (Hargreaves, 2006). Therefore it is critical that CSR activities are included in strategy formulation and that the level of resources devoted to CSR is determined like any other strategy – through cost/benefit analysis. Corporations will not throw money away…they need to see it

CSR lacks universal methods. The United Nations Industrial Development Organization (UNIDO) mentions that it is important to draw a distinction between CSR as part of strategic business management concept and charity, sponsorships or philanthropy. The latter applications make valuable social impacts that enhance the reputations of the companies, however, CSR is a continual effort instead of an instance. A few features that CSR should focus on are: eco-efficiency, employee and community relations, environmental management, gender balance, responsible souring, anti-corruption, stakeholder engagement and human rights. Utilizing some of these key features a company can bring competitive advantages into the market place. Increased sales and profits from operational cost savings as well as improved reputation and brand image and customer loyalty can result from a well-defined CSR strategy.

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