Professional Documents
Culture Documents
Sevara Tadzhibaeva
Haseeba Zormati
Literature review
performance. It helps to stay competitive and earn customer loyalty. The main concern of this
paper is to compare different CSR strategies in different countries. This source is used to support
the arguments that CSR is a tool for brand making in all over the world, especially in China. The
source also cites the Committee for Economic Development CED’s contribution to CSR.
Moreover, there are also arguments mentioned against CSR. For instance, Milton Friedman
argues in the source that management has only one responsibility and that is to make profit for
the owner. This leads that some companies do not invest into CSR programs and focus on profit
only, and later suffer from long-term outcomes. Later on, the company loses customers and stay
less competitive than those who have done some CSR programs. The given source will
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CSR as a tool for brand making in China
contribute to analyze how CSR can be a real tool for Chinese companies and why it should be
The journal written by Paolo Popoli, about the Linkage of CSR strategy and brand image:
Different approaches in local and global markets have been discussed and the different between
CSR strategy used in global and local markets are explained. In the article a proper framework
has been described that why global markets should not use the strategies used in local markets in
which particular and selective approaches are undertaken. The article then use exact examples
measuring multidimensional approaches to design strategy for global markets considering its
multi stakeholder perspective. “For a global firm, adopting many different local CSR strategies
that differ from country to country can bring about a fragmented and incoherent comprehensive
strategy that tends to be limited to the minimum CSR standards required by a single local context
(Muller, 2006); Vice versa, the adoption of a global CSR strategy, integrated and valid for all the
countries in which the company is present, could bring about the ‘harmonizing towards the top’
Research Topic
Corporate Social Responsibility (CSR) as an American concept that has been applied
into business strategies. It has rapidly been adopted in Western Countries. Yet, CSR has been
introduced to Chinese companies not long ago; Historically, CSR was driven by exogenous
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CSR as a tool for brand making in China
factors, and first made its appearance in China in the mid-1990s [ CITATION Tan14 \l 1033 ].
‘With the sustained and rapid development of economy and the economic globalization trend
from 1990s, the concept of CSR originated in the West was widely spread in China in recent
years [ CITATION Lij14 \l 1033 ]. However, experts identified positive impacts of CSR. This
paper will conduct research on various CSR programs that have been affecting the performance
of the companies in China. To be more specific, the paper will take a close look at CSR as a tool
there is a social agreement between society and companies. He claimed that companies do not
function separately but they are part of the society which actually formed them. The importance
of the CSR programs is that organizations have to follow certain standards and do not harm
ethically to be socially responsible for operational activities (Essays, UK. (November 2018).
implemented in a very different ways in different countries, Denmark is one of those countries
that practices Environmental Sustainability Initiatives as a form of CSR “In Denmark, they
don’t believe that being sustainable should be focused on the environment alone. Instead, they
stand out from the crowd as they constantly move away from the ‘green trend’ and focus on
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CSR as a tool for brand making in China
economics and social responsibility too. The Danish offshore industry is also in the process of
switching over from oil and gas, to offshore wind. They already have over 500 turbines but are
aiming to have over 10,000 in the coming years.” [ CITATION Kat17 \l 1033 ].
While some large counties focus on Environmental sustainability initiative as a form of CSR other
practice different types namely direct philanthropic giving or ethical business practices and
economic responsibility. Gerry Salole notes that “there are EFC members involved in both the
US-based SDG Philanthropy Platform, led by the United Nations Development Programmed
(UNDP), Rockefeller Philanthropy Advisors and the Foundation Center, and in the OECD based
Network of Foundations Working for Development (NetFWD). Both are providing support to
institutional philanthropy organizations looking for ways to engage with the SDGs. The SDG
Philanthropy Platform is active in Colombia, Ghana, Indonesia, Kenya, Zambia and Brazil.
In other hand, “it is the mentality that holds back companies to really take the long-term
advantages of CSR like creating a strong brand image. It is the company’s skeptical attitude
towards CSR. “An organization’s small investments on CSR programs are explained that there is
a lack of knowledge about it as it is a new thing for them [CITATION Yan18 \l 1033 ]. This paper
will analyze how CSR can be a tool and how companies can benefit from it. As the main
argument CSR can help companies to stay competitive as there is a high competition in China.
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CSR as a tool for brand making in China
Research Questions:
This research paper will be based on the following research questions: How CSR help
Chinese firms to untie the traditional way of operating business? How acknowledgement on CSR
make Chinese organization better off? What is the psychological impact of CSR on the
performance of employees, brand operation? How governmental laws affected CSR operations
recently? What are the best practices of CSR in Western countries? In the further analysis, the
research will focus on importance of sufficient amount of investments on CSR and how the
investments pay off later by increasing companies’ competitiveness. Do customers tend to value
more CSR oriented companies? (Psychological aspects). All these questions will help to make
Research Objectives:
The main objectives of the paper are to find to find out how CSR strategy for an
organization can positively affect brand image/awareness, show how charity and other CSR
programs can be a tool determining performance of the company? Why customers choose CSR
oriented organizations? “Research indicates that more consumers are basing their buying
decisions on corporate social responsibility. ‘An estimated 90% of shoppers worldwide are likely
to switch to brands that support a good cause, given similar price and quality [CITATION
New17 \l 1033 ]. How much money shall be invested for CSR? What methods do they use to
measure the right amount of investments in CSR? According to [ CITATION Sau16 \l 1033 ]
companies across the world adopt LBG's measurement model in order to assess the real value
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CSR as a tool for brand making in China
and impact of their community investment to both, the business and society. This model helps
companies to understand the total amount of cash, time and in-kind invested with- in the
community, and enables them to understand the geographic spread of their community support
and the kind of themes supported such as education, health and arts and culture’.
Is it important to hire a CSR manager? Davis (1960) hinted at the role of managers in the social
business sector that go beyond the firm’s direct economic Interests [CITATION Dia08 \l 1033 ]
Hypotheses:
By Linking CSR strategy and brand image it’s been addressed that ‘The importance of
CSR to any organization is directly related, and rises in proportion, to the value of the firm’s
global brand’ [ CITATION Pao11 \l 1033 ].Increase in brand awareness increases the performance
of an organization. Thus the hypothesis of this research paper is “CSR is a tool to improve
Methodology:
The aim of this study is to obtain the insights of development of CSR strategies in China
and give accurate recommendation on how CSR can be used to increase the performance of
organizations. For this purposes, the research will be based on primary and secondary resources;
journals, books, articles, research papers that have been published before and now in this matter.
The secondary data will help to analyze the background and the history to build a better
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CSR as a tool for brand making in China
understanding of the topic both for reader and researcher. The primary data will help to review
recent challenges related to the topic and will contribute to prove the hypothesis.
References
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CSR as a tool for brand making in China
Essays, UK. (November 2018). Importance Of Corporate Social Responsibility. Retrieved from
https://www.ukessays.com/essays/management/importance-of-corporate-social-responsibility-
management-essay.php?vref=1
GUO .Z (2014, 39) Evolution of CSR Concept in the West and China.
Mullins.T, May, Peter S. H, (2014,P.6) The Shaping of Chinese Corporate Social Responsibility,
Newman .E (2017), Why Customers Love Socially Responsible Companies. Retrieved from.
http://corp.yonyx.com/customer-service/customers-love-socially-responsible-companies/
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Popoli.P, (2014, P.265) Linking CSR strategy and brand image: Different approaches in local
Qiu.j, (2017);Quality of CSR Reporting in China: A Comparative Analysis Between State- and
Zhang .D, Morse .S, Kambhamptati .d, Li.B, (2014) Evolving Corporate Social Responsibility in
China.
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