Shermeen khan

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Skype id: shermeen35
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ASSIGNMENT
STRATEGIC CORPORATE SOCIAL RESPONSIBILITY










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1-CORPORATE SOCIAL RESPONSIBILITY STRATEGY (CSR)
The development of an effective Corporate Social Responsibility strategy is one of the
major concern for the business leaders of the leading corporations because research
shows that organizations which are not able to fulfill their Corporate Social
Responsibilities cannot ensure long term growth and client loyalty essential to ensure
the existence and maintain the business repute in the ever changing business
environments (Aunola, Leskinen, Lerkkanen and Nurmi 2004). Nowadays firms are
facing several business related threats and this requires development and
implementation of effective business strategies in order to ensure to compete effectively
in the market (Auerbach, Alan and Hassett 2003). Bugental (2007) believes that the
development of effective Corporate Social Responsibility strategy help the organization
to create and maintain a good image of the brand which attracts potential customers
towards the organization. For this study, the researcher has selected Pizza Hut which
will be discussed during this research.

1.1 CSR & OrganizationaI Objectives
There are number of arguments developed by different researchers regarding the
alignment of Corporate Social Responsibility strategy with the organizational internal
and external objectives (Browne and Canon 2009). According to Holbrook (2001), it is
an important business need for the firm to develop and implement Corporate Social
Responsibility strategy that complies with the business objectives. The ultimate
objectives of majority of the organizational efforts are to achieve the organizational
objectives and it is essential that Corporate Social Responsibility strategy should
support the internal and organizational objectives (Caves and Richard 1996). The
Corporate Social Responsibility strategy of the firm which could help to achieve the
internal objectives of Pizza Hut includes development of the corporate ethics policy,
environment related strategies and HR polices and strategies for the employees of the
firm (Garrone and Rossini 1998). The external objectives of Pizza Hut include resolving
the trade union issues, effective labor protection policies and working for the benefits of
the society (Holland, Hecker and Steen 2002). The Corporate Social Responsibility
strategy which helps to achieve these objectives can generate fruitful results for the firm
(Keith and Seluk 2000). Weiner (2007) states, only those Corporate Social
Responsibility strategies can be considered effective which help the management to
achieve the business goals. Pizza Hut is one of leading business organization in the
restaurant industry of the UK business repute also depends on the successful
development and implementation of effective Corporate Social Responsibility strategies
(Peteraf and Margaret 2003).

1.2 Impact of CSR Strategy on OrganizationaI StakehoIders
The impact of an effective Corporate Social Responsibility strategy on the internal and
external stakeholders is significant (Rust, Roland, Valarie and Zeithaml 2000). The
recent studies show that the development Corporate Social Responsibility strategy
helps the leadership to ensure necessary support from the stakeholders. Research also
shows that only those Corporate Social Responsibility strategies are successful which
are supported by the organizational stakeholders (Zeynep and Berry 1996). Rust
(2000) suggests it is more appropriate for the leadership of the firm to involve key
business stakeholders while developing the Corporate Social Responsibility strategies.
f the impact of Corporate Social Responsibility strategy on the organizational
stakeholders in analyzed then it can be stated that effective CSR strategies results in
satisfaction of the stakeholders (Browne and Canon 2009). The organizational internal
and external stakeholders include customers, suppliers, vendors, investors and
employees (Caves and Richard 1996). f effective organizational CSR strategy is
formulated and implemented then it increases the customer's base and suppliers and
vendors also prefer to develop business relations with the organizations (Peteraf and
Margaret 2003). Research shows that effective Corporate Social Responsibility
strategies increases the trust of the investors on the organization and management do
not need to put more number of efforts in order to generate capital for organizational
investments (Chaudhuri and Holbrook 2001). Therefore, in order to gain the trust of the
internal and external strategies, the management of Pizza Hut is emphasizing on the
development of effective CSR strategies (Rust, Roland, Valarie and Zeithaml 2000).

1.3 AIignment of CSR Strategy with OrganizationaI Strategies
The alignment of Corporate Social Responsibility strategy with the organizational
strategies is an essential business requirement because the CSR strategy can be
successful only when it is aligned with the business strategy of Pizza Hut (Garrone and
Rossini 1998). For instance the organizational strategy of Pizza Hut is to ensure
continuous business growth through high level of customer satisfaction but
management of Pizza Hut cannot ensure client satisfaction unless or until the team
members who are serving the clients are satisfied (Caves and Richard 1996). This
increases the important effective HR policies and strategies in order to ensure that
people working within the firm are satisfied (Holland, Hecker and Steen 2002). This
shows that organization can achieve its business objectives only when the business
strategies are aligned with the organizational Corporate Social Responsibility strategies
(Keith and Seluk 2000).

1.4 DeveIopment of CSR Strategy that Supports Company's Objectives
Zeithaml (2000) discusses the need of developing Corporate Social Responsibility
strategy which can support company's objectives and he states that nowadays the
corporations are facing increased business related pressures and business leaders
have to ensure that business activities are not affected due to uncertainty in the external
environments. Research shows that the achievement of organizational objectives also
depends on how effectively the Corporate Social Responsibility strategy is formulated
and implemented (Keiningham, Timothy, Cooil, and Weiner 2007). For instance, the
impacts which societies and natural environments are creating on the business activities
of the firm cannot be ignored (Peteraf and Margaret 2003). The management of the
firms are required to ensure that the business operations should not affect the natural
environment and this is one of the reasons that many organizations have started
focusing on the recycling of the waste material to minimize the impact waste material on
the environment (Browne and Canon 2009). The pizza boxes given to the take away
customers could results in increase in the waste material which can affect the
environment which will ultimately creates a bad name for the firm (Chaudhuri and
Holbrook 2001). Therefore, it is essential to develop an effective CSR strategy which
can ensure that business operations should not be harmful for the organization and it
also support the firm to achieve the corporate business related objectives successfully
(Zeynep and Berry 1996).