Corporate Social Responsibility

Course Code MGT3003 Faculty

and Name Name

Assessment 3 – 25%
Project Title Due Date Wednesday 13 th
(15% written report, 5% November 2019
presentation and 5% one
individual question during
presentation)

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Corporate Social Responsibility

Table of Contents
Introduction.................................................................................................................................................3
Theories of CSR..........................................................................................................................................3
The Triple Bottom Line Theory...........................................................................................................3
Carroll’s CSR Pyramid.........................................................................................................................4
Economic Responsibility.....................................................................................................................4
Legal Responsibility............................................................................................................................4
Ethical Responsibility..........................................................................................................................4
Philanthropic Responsibility................................................................................................................4
The Utilitarian Theory.............................................................................................................................5
The Managerial Theory...........................................................................................................................5
The Relational Theory.............................................................................................................................5
CSR Example in the MENA Region...........................................................................................................6
Almarai....................................................................................................................................................6
Al Reem..................................................................................................................................................7
Zain.........................................................................................................................................................8
SABIC.....................................................................................................................................................9
Mubadala...............................................................................................................................................10
stc..........................................................................................................................................................11
Example of International CSR...................................................................................................................12
Mitsubishi..............................................................................................................................................12
Intel.......................................................................................................................................................13
HSBC....................................................................................................................................................14
Toyota...................................................................................................................................................15
Red Bull................................................................................................................................................16
Twitter...................................................................................................................................................17
Conclusion.................................................................................................................................................18
References.................................................................................................................................................19

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Corporate Social Responsibility

Introduction
Corporate Social Responsibility has attracted attention among different organizations, which is
now included in the company’s reports annually as a capture of its activities. CSR is the
integration of environmental and social issues in business processes and their relation to various
stakeholders (Cheng, Ioannou, & Serafeim, 2013). Studies show that organizational activities
have a direct impact on the external environment and the community and there is a need for the
finance team to report the influence of the company’s activities on these matters. CSR is
influenced by three principles as explained by Ibarra Padilla (2014)

Sustainability- the principle ensures that actions taken in the present have no negative effects in
the future

Accountability- Organizations must be aware that their actions affect the external environment
and they are accountable for the effects.

Transparency- the decisions made to ensure social and environmental sustainability, the laws
and policies must be clear to all members.

Theories of CSR
The Triple Bottom Line Theory
The triple bottom line theory assumes that a company is a member of the society and must bear
social responsibility. The company is expected to account for social and environmental impacts
while maximizing profits. There are cases when managers in the sustainability sphere finds
solutions to improve people and the planet but fail to implement due to their impact on the
profits. In the triple bottom line CSR theory, people, planet and profit are perceived as an
equation.

People + Planet = Profit

In a sustainable business, the profit is as a result of the value given to people and the planet. The
profit should not exceed the value given to the planet or the people. Its therefor the creating a
balance between the value provided to the planet and the people and profit received in return.

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Corporate Social Responsibility

Carroll’s CSR Pyramid

Carroll’s framework provides a four-part definition of corporate social responsibility based on
the economic, ethical, legal and philanthropic approaches. The four areas reflect the
responsibilities that a business needs to characterize in their businesses.

Economic Responsibility
The CSR responsibility according to Carroll’s Pyramid under the economic aspect requires
companies to produce products that are needed by the society and the company can generate
profit from their sales. The foundation of Carroll’s pyramid is based on the fact that a company
has shareholders demanding returns from their investments, customers who demand quality
products and fair prices. The economic responsibility is the CSR that requires businesses to be
profitable and support their operations in the long run.

Legal Responsibility
The legal responsibility in CSR requires companies to comply with the set rules and conduct
their operations within the required regulations. They are the same rules that contain the
society’s view of the ethical behaviors of businesses. The rules determine how organizations
need to conduct their business in compliance with the local, regional and national legislation.

Ethical Responsibility
The ethical responsibility under Carroll’s CSR pyramid requires business to conduct their
businesses beyond the expectations of the society. Therefore, it implies that the business
organizations must ethically conduct their operations within ethical premises such as;

i. Upholding ethical standards and preventing their infringement

ii. Respecting and recognizing evolving or new ethical standards
iii. Being part of ethical citizens and doing what is morally expected.
iv. Acknowledging that ethical and business integrity are beyond legal compliances.

Philanthropic Responsibility
These are the voluntary activities taken by a business. As much it isn’t a compulsory
responsibility, modern-day businesses are required to take part in the activities. The nature of the
activities are the desires by a company to participate in voluntary activities, but they are not an

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expectation from the society. The philanthropic responsibility creates an impression of the
company’s willingness to give back to the community.

The Utilitarian Theory

In this theory, an organization serves to be part of the economic system and has a mechanical
function in it. Traditionally, this was for the maximization of returns and profits in an
organization. According to the utilitarian theory, CSR emerges when there is a need for
responsible economics integrated into business ethics. It can as well be attributed to instrumental
theories, where the organization is viewed as a wealth-creation entity, and social activities help
in the achievement of economic outcomes. The theory also explains the role of community
investment as a long-term provision of resources, facilities, and amenities, enabling people to
lead an improved lifestyle.

The Managerial Theory

The managerial theory revolves around the management of the corporation. Based on this theory,
CSR is viewed as an internal element, in which corporate management plays a key role. External
factors are considered and the theory is sub-categorized into three; social multinationals
responsibility, social responsibility, auditing and reporting (SAAR), and corporate social
performance. The managerial theory defines important tools concerning CSR to help
multinationals thrive in foreign countries.

The Relational Theory

This theory originates from the complex relationship between organizations and the
environment. The theory states that the interrelationship between a firm and its environment is
based on CSR. The relational theory measures CSR in terms of the economic development
values in a society. Social responsibilities must reflect social power's impact on the community.
The relational theory is used in understanding the social behavior reality of the organization.

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Corporate Social Responsibility

CSR Example in the MENA Region

Almarai
Almarai is a leading provider of beverage products in the MENA region and has headquarters in
Riyadh, Saudi Arabia. It was founded in 1977 and has emerged as the largest vertically
integrated beverage company. the company supplies its products to the GCC, Jordan, and Egypt,
serving over 42 million customers. It has established itself as the strongest brand in the MENA
region and is well-known in Saudi Arabia.

The company ensures that its activities do not affect the lives and the environment, which has
helped boost business growth and led to sustainable business through community building.
Almarai uses CSR as a defining factor for its impact on the society. The company always
questions its services to employees, shareholders, customers, and the entire community. One of
its shareholders Savola believes that ethical business practices determine the organization’s
profits. As a result, it works on the philosophy of its brand purpose, “Value built on Values”
(Savola, n.d.). The CSR at Almarai is based on its values, goals, and created shared values. The
company’s values are trust, honesty, integrity, and accountability. The core values ensure that
Almarai adheres to the CSR principles of transparency, sustainability, and accountability.

The CSR goals of Almarai aim at improving the community’s living standards through increased
employment opportunities for the people. the company creates new opportunities for millions
globally through its continued business growth and business contracts. Another way is through
the enhancement of the health of people in Saudi Arabia and other MENA regions through the
provision of nutritional support and boosts to the communities. The company also aims at
reducing its environmental footprint by adhering to carbon release and production legislation. As
a result, Almarai is committed to processes that reduce pollution and encourage recycling.

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Corporate Social Responsibility

Al Reem
Al Reem Group of companies is a construction company headquartered in Abu Dhabi, UAE.
CSR is at the core of the company’s activities. Al Reem has created a focus on three key areas;

The environment

Al Reem is committed to managing the use of resources to reduce harmful effects on the
environment. CSR is achieved through responsible purchases, which include the reduced
purchase of non-renewable products and plastics. Paying close attention to the impacts of plastics
and other non-renewable products has helped Al Reem to align with the principle of the triple
bottom-line theory of CSR. The company is considering the impact of the planet on its profit
returns.

The Workplace

The staff of the company is entitled to ensure that Reem Group is an opportunity for growth.
Through external and internal training programs, Reem Group achieves professional
development for its team. The focus on workplace sustainability is to ensure that people are also
considered in the sustainability objectives of the organization. The focus aligns with the triple
bottom line theory of CSR as it reflects the importance of people in the generation of profits.

The clients

The company recognizes its role to develop the entire market in the UAE. Al Reem is the leading
water pumping company in the UAE and strives to develop the environment where it has
operations. It works with various stakeholders to offer training programs on different expertise
aspects to elevate the industry and ensure that clients are served in a healthy market. As the
backbone of any business operation, customers must be well served and their sustainability is
taken into consideration. As a result, the people and profitability aspect of the triple bottom line
CSR theory is well catered for.

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Corporate Social Responsibility

Zain
Zain is the leading telecommunication service provider in the Middle East. The company started
operations in Kuwait, in 1983, as the first mobile operator, which was achieving its expansion
strategy goals. The company is committed to the welfare of the people in the MENA region by
going beyond the provision of quality products such as technology and data.

Zain is a member of the United Nations Global Compact (UNGC). UNGC is the world’s largest
sustainability initiative. The company is proud to be among the companies striving to make the
world a better place and has been selected as the Middle East’s responsible business company,
striving to make the world better.

Zain is committed to six elements as much as its sustainability is concerned.

i. Products and Customers

Zain commits to sustainability by providing access through its networks, encouraging

responsible consumption of its products, and taking care of customers as well as the community.

ii. Economic Impacts

Zain ensures that it delivers a strong financial performance that will support economic
development in the community and build capacity in the MENA region.

iii. People

Zain offers great benefits and other compensation packages for its employees. The company
engages in training and development programs, promotes health and safety as well engages in
ethical business practices.

iv. Communities

Zain empowers the community by educating the youth, supporting access to good healthcare,
and taking care of the needy.

v. Environment

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Corporate Social Responsibility

Zain ensures environmental sustainability and reduces emissions and energy use across its
networks. Similarly, the company encourages environmental stewardship and improves the
environmental performance in its offices.

vi. Financial Contributions

The company has donated over 3 million dollars to the social, humanitarian, and cultural
programs in the country. The company does several activities such as supporting the Amar
Foundation program responsible for taking care of more than 10,000 patients in Iraq monthly.
Zain distributes food to the poor, provides judicial support to families, supports the blind and the
handicapped, and also undertakes blood drives for supporting the medical needs of the country.

SABIC
Saudi Basic Industries Corporation is a leading manufacturer of petrochemicals, polymers,
metals, and fertilizers in the Middle East, with headquarters in Saudi Arabia. SABIC understands
that its activities are of great impact on the sustainability of the world. SABIC also focuses on
the efficiency of fuel use on cars and planes, which serves to increase the ambitions of its
customers in building a better world for tomorrow.

The Corporate Social Responsibility of SABIC is mainly concerned with Water and Sustainable
Agriculture through the provision of clean water and sanitation as well as the elimination of
hunger. Environment protection, which is through the protection of marine life, climate action,
clean water and sanitation, and affordable green energy. Science and Technology in Education
through infrastructure and industry innovation and provision of quality education. Health and
Wellness by promoting good health and well-being of the people in the community.

The company’s sustainability priorities lie in its innovation, EHSS, Governance, and Integrity as
well as climate and resource efficiency. In its value chain, SABIC breaks sustainability into;

i. Upstream

It ensures there are renewable and low-carbon feedstocks.

ii. Operation

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SABIC ensures there is efficient use of energy and resources in projects and thus achieves
operational excellence

iii. Customers

SABIC ensures that customers are supplied with materials that allow lower energy used in
processing.

iv. Use Phase

There are saving on used materials to satisfy consumer demands.

v. End of Life

All products are integrated with recycling chemistry, thus promoting a circular economy.

Mubadala
Mubadala is an investment company based in Abu Dhabi, United Arab Emirates. The core focus
of Mubadala is to create opportunities for generations in the future. The company supports the
vision of its leader, who had embraced a dignified, stable, and free life for all the people in the
country. The company focuses on deploying capital across various portfolios with promising
returns. The company’s business model has evolved and focuses more on world-class
partnerships, talents, and shareholders. It considers people as one of its most valuable assets and
works to develop world-class talents, driven by the values of the company, and inspired to excel.

Mubadala believes that Corporate Social Responsibility not only contributes to a sustainable
future but also unlocks values that create new opportunities for managing risk in the future. In its
responsible investing policy, Mubadala ensures that they review the ESG principles and their
impact on the environment, society, and financial returns. The company works with companies
that seek to share its responsible investing principles and enhances the overall CSR objectives of
Mubadala.

There are two codes of ethics principles at Mubadala; one governs the Mubadala Group and the
other governs business partners. The code of ethics ensures that the company upholds ethical
business practices in all its operations. It dictates the regulations for internal business conduct
such as conflict management, fairness, asset management, integrity, and communication, among

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others. All these principles ensure that the company conducts business according to Carroll’s
CSR pyramid principles. They comprise legal regulations, ethical policies, and philanthropic and
economic responsibilities of the company.

stc
stc is a telecommunication service provider company in the MENA region. stc regards
themselves as a pioneer in giving back to society. The company contributes to the community
through its expertise, time, services, and resources to various charities and causes. The reference
term of stc, “Jusoor” means bridges, which is meant to connect various people and empower
them, facilitating the exchange of information, ideas, and experiences.

i. Reaching out to the community

The company engages with the community through Non-Governmental Organization

partnerships thus facilitating the flow of information, and empowering the communities in return.
Stc takes care of its employees and the wider society through initiatives that support the
community as a whole. Stc also complies with recycling campaigns that help reduce waste
resources by implementing the placement of strategic recycling bins.

ii. Social Education Programs

The company engages in social education programs to improve safety of the use of products.
There are programs such as Laboratory Visits, Hong Kong Safety Mark, Product Safety
Carnivals, and Consumer Shopping Guides that help create awareness of the importance of
product safety in the community.

iii. Education and Training for a Sustainable Future

Stc offers internship programs to students in various universities, which helps students to improve their
learning and gain industrial exposure. Other initiatives such as workshops, and social activities also
improve the student's understanding of the diverse world culture. There is a scholarship program that
recognizes well-performing students.

iv. Stc Family

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The stc family ensures that all employees are treated right. The company serves as an equal
employment opportunity for its people. The company has some staff members who have worked for
more than 30 years with the company and they are committed to helping people participate in
charitable activities such as walks and Blood Donation.

Example of International CSR

Mitsubishi
Mitsubishi is a global car manufacturing company that integrates businesses in various countries
and has headquarters in the United States. Mitsubishi is committed to CSR to effectively manage
the environment, society, and future generations. Through its corporate philanthropy and support
for a natural disasters, the company has maintained its willingness to promote CSR in its
practices. The company commits to building sustainable societies, empowering future
generations, conserving the environment, and offering support for natural disasters.

Mitsubishi Electric commits to CSR by investing in the U.S communities to ensure there are
reliable changes for a better future. Employees of Mitsubishi Electric engage in volunteer
activities to create awareness in the community and make a difference.

i. Sustainability

Mitsubishi engages in sustainability activities to become a leading green company globally. In its
sustainability vision 2050, Mitsubishi prioritizes environmental protection and stipulates other
initiatives towards achieving the goals.

ii. Philanthropy

Mitsubishi Electric America Foundation (MEAF) ventures in innovative strategies to empower

the youth living with disabilities to have a better life.

iii. Volunteerism

The employees volunteer through the Mitsubishi Electric Organized Volunteer Efforts
(M.O.V.E). the foundation offers support through recognizing, training, and matching funds for
volunteer activities.

iv. SDG

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Mitsubishi strives to strengthen its commitment to international sustainability goals by aligning

its management, incorporating awareness of SDG, and integrating the SDG concept into the
overall management practices.

Intel
Intel is a multinational semiconductor chip manufacturer with headquarters in Santa Clara, USA.
The company believes in value creation through corporate social responsibility. Intel has the
2030 Corporate Strategy goals that are set to help reduce global challenges and improve the lives
of every person on earth.

i. Responsible

Intel commits to applying its resources, expertise, and technology to allow others to utilize
technology power for improving the health, wellness, and safety of the people. The company acts
to serve different areas such as manufacturing, healthcare, and transportation. The company
engaged in different initiatives to help combat the COVID-19 pandemic in 2020.

ii. Inclusive

Intel commits to increasing the accessibility of technology to millions of people who may lack
technological skills or the necessary resources. The company provides educational, community,
and economic resources for increasing awareness and enhancing a digital society. In 2021, Intel
engaged in activities for empowering non-technical students, leaders, professionals, and other
audiences by providing them with tools, skills, and opportunities to ensure effective
technological use.

iii. Sustainable

Intel commits to reducing global carbon emissions. Similarly, the company engages in activities
meant to expand technologies for reducing energy use and applying the technologies to reduce
the impact of its activities on climate change. The company engages in sustainable activities
during the manufacturing, use, and retirement phases. Intel advanced its product specifications in
2021 to include better references and strategic partnerships for increasing sustainability.

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HSBC
The Hongkong and Shanghai Banking Corporation Ltd is an international company dealing with
banking products such as loans, mortgages, credit cards, etc. The company is committed to
corporate social responsibility as part of its contribution to the social and economic development
of the community. As a result, the company safeguards the environment through sustainability
initiatives. The core focus is on promoting education and environmental sustainability.

i. Promoting Education

For education promotion, HSBC focuses on helping less privileged students, especially at the
primary and secondary levels. The company empowers women, enhances vocational training
skills, promotes understanding of languages and cultures, and participates in projects that
improve living standards.

ii. Environmental Sustainability

On the side of environmental sustainability, HSBC focuses on water and sanitation, climate
change, freshwater sustainability, forest conservation access to safe water, and the protection of
wild animals.

iii. Community Investment

The executive committee at HSBC ensures that they selectively fund projects that support
communities in areas they have operations. The activities must adhere to the Companies Act and
Corporate Social Responsibility rules, and they must be approved by the executive committee.
The CSR activities undertook focus on

a. Reflecting on environmental and educational support

b. Setting clear objectives and having a measurable impact
c. Bringing a long-lasting solution to the community's problems.
d. Act as evidence of the company’s commitment to community sustainability.

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Toyota
Toyota is a leading manufacturer of automobiles worldwide. Its CSR policy is to contribute to
the society through sustainable production of Automobiles. The CSR of Toyota focuses on four
key areas; the Environment, Education, Arts, Community Care, and Traffic Safety. The company
believes that its activities contribute positively to prosperity and economic growth through
employment opportunities. Toyota supports environmental and educational programs to ensure
sustainable economic growth.

As a global organization, CSR initiatives span the various stakeholders.

i. Employees

Employees are considered the vital stakeholders of the company and are ensured job security.
The CSR of Toyota toward employees includes strategies such as competitive salaries and
wages, fair employment practices, and career development. The company offers training and On-
the-Job Development programs to advance the employees.

ii. Customers

Customers are the second most important stakeholders of Toyota. The company’s CSR
initiatives aim at providing customers with high-quality products at reasonable prices. The
company ensures that the strategies for promoting CSR at customer levels are implemented
through rapid innovation, thus maximizing efficiency, innovation, and quality. The CSR at
Toyota is inclusive of customers as one of its stakeholders

iii. Investors

Investors ensure that Toyota increases its business profitability and the company’s emphasis is
on global business strength. The CSR strategies include the interests of investors at Toyota as a
priority to increase resilience and expansion.

iv. Environment

The CSR goals at Toyota target environmental sustainability and conservation. The company’s
Grant Program, the company donates funds and automobiles for environmental conservation
activities

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Red Bull
Red Bull is an energy drink company of Austrian origin that serves the worldwide market with
energy drinks. The company is committed to sustainability through appropriate packaging and
can use. The company is also committed to the reduction of carbon use and ensuring efficient
energy use in the supply and production as much as possible. The Aluminum cans used for
packaging are recyclable, the displays trays and pads are made of cardboard, which is recyclable,
the transportation of the cans is environmentally friendly as it saves space compared to bottles,
and the coolers used by Red Bull are energy-efficient ensuring that they save energy. The
circular packaging strategy has helped Red Bull achieve sustainability in the following ways;

i. Lifecycle- The cans are collected and recycled to make new cans, used for packaging.
ii. Transportation- the cans and products are transported using rails as much as possible
reducing emissions and carbon footprint. The cans are lightweight and they help save
resources for transporting heavy items.
iii. Production- The products are produced and filled in one place, thus saving on space
and resources. The main sites in U.S, Switzerland, and Austria are enhanced with
wall-to-wall set-ups. The equipment used for filling and recycling processes ensures
efficient energy use, thus energy sustainability
iv. Recycling- the cans are recycled, thus reducing the environmental pollution due to
littering and can disposal.
v. Commitment- The company is committed to leading as a circular packaging
company, thus increasing its sustainability goals. Similarly, the company uses Eco
coolers that use energy equivalent to the energy used by a common laptop, thus
energy saving.
vi. Collection- the cans are picked from the disposal points and taken straight to the
recycling points.

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Twitter
Twitter is one of the leading social media platforms for sharing breaking news, entertainment
news, sports, and political news. Twitter engages in CSR in various ways such as facilitating
partnerships, networking, and deal-making.

i. Acts as a CSR News Source

The platform gets CSR news from different sources and communicates to a larger audience. The
platform together with other CSR platforms such as CSRWIRE, 2Sustain, and GreenEconPost
helps CSR news to be communicated to a wider community.

ii. Acts a CSR Conference

Twitter enables different people to access CSR information and makes it accessible to various
people and helps change the perspective in which people view it. The CSR news would have
been limited to a smaller audience or the people involved in the conference but Twitter helps
broadcast the news to other people in the world

iii. Stages CSR Connections

Twitter allows people to meet, strike partnership deals, and engage in new CSR activities while
using the platform. It accelerates how people interact from different locations and improve CSR.
The platform is also used for recruitment of CSR jobs and also announces CSR reports from
different companies.

iv. Brings CSR Leaders Together

Twitter acts as an interface for leaders to tweet about CSR initiatives, allowing other leaders to
interact with their posts. As a result, CSR leaders from different organizations can learn a thing
or two from the tweets and improve their CSR initiatives. Improved CSR strategies at corporate
levels will enhance sustainability, thus creating a sustainable future.

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Conclusion
CSR is an important aspect of any business organization striving to survive in a competitive
environment. Corporate social responsibility can be explained from the three theories, utilitarian,
managerial, and relational theory. As seen from the example of the MENA region, Almarai and
Al Reem, CSR strategies have helped the companies build their brand over time and ensure
increased profits. The same applies to international companies such as Mitsubishi and Intel. They
have both integrated CSR into their processes giving them a perfect market niche both locally
and internationally.

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