Research Proposal: Csr Within the Cosmetic Industry

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5000BUSRE: RESEARCH METHODS FOR BUSINESS | L’Oreal and Corporate Social Responsibility | PROPOSAL: To what Extent are the L’Oreal Group Socially Responsible, Specifically Concerning Animal Ethics? Is this Due to Consumer Preferences? | | Naomi-Louise Samuels (477083) | 4/16/2012 | ABSTRACT: This paper is a proposal for a project which will inform and ultimately conclude the attitude to animal testing within the cosmetic industry. Research will consist of; an analysis of UK and International Law, including EU Policy; primary and secondary research on the awareness of the consumers; in depth research concerning CSR within the industry using the L’Oreal Group as the case study. The ultimate purpose of the research project…show more content…
This research will measure the affect CSR policy has upon potential consumers, ultimately effecting company turnover. 2.0 Literature Review: 2.1 What is Corporate Social Responsibility (CSR)? Recently Corporate Social Responsibility has been defined as “a view of the corporation and its role in society that assumes a responsibility among firms to pursue goals in addition to profit maximisation and a responsibility among firm’s stakeholders to hold the firm accountable for its actions” (Werther & Chandler, 2011) 2.2 Theory and Approaches to CSR Figure 2: Carroll’s Pyramid of CSR There are arguments for and against the integration of corporate social responsibility within the business strategy and development. There are four social responsibility strategies which managers can enforce: proactive, adaptive, defensive, obstructive (in order of decreasing social responsibility). Figure 2 depicts Carroll’s “pyramid of corporate social responsibility” (Carrol, 1991), it is a graphical representation of a hierarchy of responsibilities. Friedman argues that there is a trap which companies fall into, the limited managerial support for CSR is presented as an opposition to the profit motive, casting it as an addition to the existing methods of conducting business. Embedding CSR within organisations is an approach to achieve business success in terms of the triple bottom line (Meehan,
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