IMPLEMENTING CSR ACTIVITIES WITHIN ORGANISATION TO MEET SUSTAINABLE OBJECTIVES (SM3)

Introduction

Corporate Social Responsibility as business guideline regulates a firm not only to operate as a legal organisation but also ensures that they indulge in such business activities that can avoid environmental pollution and overwhelming consumption of finite resources. Here, in this study, the organisation Hartmann, has been chosen, which is highly involved in activities like climate protection, Let’s Go green Awareness Campaign, recycling of products, planting of trees, reduction of CO2 emission, CO2 neutral egg packaging and so on. It is the leading manufacturer of moulded-fibre egg packaging. Its leading position is based on strong technological knowledge and widespread experience in moulded fiber production. In this paper, various aspects of corporate social responsibility and the involvement of the chosen company in such ground has been explored.

Task 1:

1. Definition of the project

1.1 Introduction

Business operation and profit maximization go hand in hand. When a man thinks of starting a business, money making becomes the primary motive and social welfare remains at the back. Corporate Social Responsibility is a new born concept, whereby any business organisation has to keep in mind about the welfare of the society while starting any business (de Jong and van der Meer, 2015, p.3). According to Maas and Reiner, (2014, p.107), a new additional term is ‘sustainability’ where a business organisation must deal with any product that does not hamper the larger society outside. As per Yoo and Chon, (2013, p.414), business ethics is important for conducting any business and must consider what is right and wrong. Many business organisations straightaway start an organisation considering only the factors which can bring in profit while ignoring the moral and ethical grounds.

1.2 Problem Statement

In this age of globalization and competition, by default, companies have to get competitive (Pai et al. 2015, p.686). In addition to this, it can be stated that in the midst of that Hartmann have realized the need to get involved in social responsibilities and welfare all over the world.

1.3 Project Aim

The main aim of the project is to identify the various CSR activities that the company has engaged itself in and to analyze the necessity of such activities for the welfare of the community outside.

1.4 Objectives of this project

. To identify the various CSR activities that the company involved in

. To analyze the effect of such involvement in the business

. To recommend steps for further improvement of the business in terms of profit maximization, as far as consumers is concerned.

1.5 Required time and cost for completing this project

Dr Martin Barnes, in mid-1980s, created the Project Management Triangle, which includes the time, cost and the quality that is required to complete a project. Quality, cost and time are interrelated such that focus on one will have an impact on the rest two (Meixner et al. 2015, p.360). This project will be completed within 8 weeks and all research work must be done within the stipulated time. All hard work must be given to bring the project to its most desired form within the allocated cost

1.6 Deliverables

This project will be able to provide an intense knowledge on the social responsibility taken up by the company and what effects it has brought on its performance and growth in the market. This will help the company to realize its current position and provide suggestion on how to further its potentiality to aim for greater improvement.

1.7 Scope

The scope of the project is to research with a proper methodology to clarify the significance of CSR activities. It will deal with the collection and analysis of data and provide suggestion on ways of profit maximization, as far as business and customers are concerned.

1.7.1 Included Scope

The general view of the society has been included to understand the effect of CSR on the people. The parameters of time, cost, risk and limitations have also been included.

1.7.2 Excluded Scope

The personal details of the employees have not been included and it will focus only on a limited number of people.

1.8 Success Criteria

The success criteria of the project will be measured by the extent the company is able to enhance its activities related to CSR and satisfy its consumers.

1.9 Assumptions

The project will be based on the assumption that the views of the people will be true to the best of its possibilities, free from any manipulations and influence. The managers must also share their plans as per the requirement without any false reply.

1.10 Implementation plan

The project will start in next week. Prior to that, the resources must be identified, questionnaires must be prepared for the survey, after which the received data will be analyzed followed by the recommendation.

1.10.1 Work breakdown structure

Figure 1: Divided work structure of project

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1.10.2 Timeline

Steps	1st Week	2nd Week	3rd Week	4th Week	5th Week	6th Week	7th Week	8th Week
Topic
Requirements
Research methodologies
Data collection
Analysis
Recommendation
Conclusion
Final Report

Table 1:  Timeline for the Project

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1.11 Project Process

The main process involved here includes conducting of surveys, collection of data and then analyzing it to come to a proper conclusion.

1.12 Communication Plan

In order to carry out the project effectively, there must be an effective flow of information. There must be a proper conveying of the message to the people about the reason for conducting such survey so that the survey comes out to be as authentic as possible. In Spite of having a good plan and organizational structure, the people must be the backbone of the entire project, or else it will fail (Ciravegna et al. 2014, p.1085). It must be ensured that the project is genuine with the correct information from the people and free from wrong controversial implications. After the entire project is done the collected data must be conveyed to the management along with the methodology and information, in advance so that they can share the time of the interview beforehand, as per schedule.

Task 2

LO2 Small- scale research on the importance of CSR activities

P4- A small scale research through qualitative and quantitative research methods

2.1 Introduction

According to Clapp and Rowlands, (2014, p.42), the CSR approach can be transformed easily by the large companies into SMEs where the characteristics and structure of both types of industries will differ from each other. Smaller companies have informal culture with looser control system. Implementation of CSR mainly needs the administration which is costly as well as time-consuming. Hence, it is not always possible to transfer it to smaller companies because they consist of limited resources.

A research methodology in order to meet the aims and objectives are discussed below:

As stated by Kolk, (2016, p.23), a conduction of research is done in order to identify the CSR activities by Hartmann and also for analyzing their impact on the patrons. Furthermore, the views of this company’s managers in terms of this topic also are in need to be resolute.

2.2 Research philosophy

In the words by Homburg et al. (2013, p.54), it is classified into three types, named as positivism, interpretivism, and realism. The data collected by the researcher in case of realism is determined based on various aspects that do not exist in real life. In case of interpretivism, collected information is interpreted by the researcher in accordance with the perceptions he is able to represent. The positivism philosophy considers that the collected data can be analyzed based on the facts that are already in existence. In this study, positivism philosophy is used because the data will be analyzed with the help of existing facts for better outcome.

Figure 2: Research Philosophy

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2.3 Research approach

In order to carry out any kind of research, there are two distinct approaches which are often used. As commented by Grabara et al. (2014, p.148), the selection of the approach is very important to be sensible in order to have a direct impact on the results of the research. The two kinds of approaches named as inductive approach and deductive approach for implementing it in the research procedure. Inductive approach acts with the formation of theories based on the observations prepared. In deductive approach, from the existing theories, the conclusions are removed followed by the authenticity of these theories. As stated by Andreu et al. (2016, p.1488), in order to do the justification of the presented theories, the researcher makes an effort with the help of the data analysis. In this study, the deductive approach is said to be the research that deals with the presented facts and not kinds of innovative theories or facts are shaped.

Figure 3: Research Approach

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2.4 Research Design

According to Schaltegger et al. (2016, p.21), three types of research designs are there which are exploratory, explanatory and descriptive. The explanatory designs state that the data is collected from different sources followed by the analysis. The pros and cons of these data are not created in this case. The exploratory design does engage exploring various types’ research features. Nevertheless, this is not possible to draw any conclusion from the research for implementing in future. The descriptive design deals with the descriptive study of collected information for making appropriate conclusions of the research that can be utilized for getting the solutions to the issues related to the research. Thus, this type of research design has been used in this study for an effective result.

Figure 4: Research Design

(Source: Created by the Author)

2.5 Data collection

As stated by Boons and Lüdeke-Freund, (2013, p.10), the key step to doing a research is data collection because the research without data cannot be carried out for further steps. The gathering of data can be done usually in two distinct ways which are termed as a primary and secondary method of collecting data. Primary data includes those data which are gathered by a researcher personally by taking the support of surveys and interviews. On the hand, the secondary data can take from the renowned researcher’s literary works that have been done in the past related to this topic. According to Türkel et al. (2016, p.228), further classification of primary collecting data methods is termed as qualitative data and quantitative data. With the help of interviews, qualitative data is collected whereas, by doing open ended and close ended questions surveys quantitative data can be analyzed. The quantitative data can be depicted by using charts and graphs. In this study, the qualitative, as well as quantitative data is gathered and calculated.

Figure 5: Data Collection

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2.6 Sampling technique

As mentioned by Tata and Prasad, (2015, p.765), in order to collect data from the mass, a sample selection needs to be done. Different types techniques are there for sample selection and it can be selected in accordance with the research requirements. The two types of techniques are termed as probability sampling and nonprobability sampling. The probability sampling is implemented in a haphazard way and all the audience carries an equal chance of being selected as the sample. In case of nonprobability sampling, the sample gets selected based on certain predefined aspects. Thus, in this study, the probability technique is used for creating the sample for having not differenced while selection process.

Figure 6: Sampling technique

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2.7 Sample Size

In order to originate this study, the questionnaire was distributed to 40 people out of whom 25 were observed to be complete while others were incomplete. Hence, the incomplete feedbacks were ignored and based on 25 samples the analysis has been done. Two managers of Hartmann will be interviewed for the qualitative research.

2.8 Ethical consideration

As commented by Blombäck and Scandelius, (2013, p.362), a research generally deals with mass interaction and gathering their viewpoints and feedbacks on a relatable topic. Thus, it is important to follow certain ethics that are related for the purpose of doing this research. For this research, the information is collected by following the assigned deliberations and unfair means has not place in it. The mass was totally aware of the purposes and the uses of the data given to them. The people were not provided with any money in exchange of the information. In the words by Saveanu et al. (2014, p.826), they fill the questionnaires on their will and not by any kind of forces. Not types of manipulations are executed in the process of receiving data and the framed questions were made on the basis of not hurting the sentiments of any people.

Task 3

LO3 Productive recommendations on the basis of conclusions extracted from the data analysis

P5 – Analysis of research and data through an efficient method

After collecting all the required data, it was further analyzed in order to represent with the help of different graphs. The data analysis is as follows:

Quantitative Research:

Q.1) Do the small business enterprise Hartmann has CSR activities?

Options	% respondents	No. of received respondents	Total Respondents
Yes	40%	10	25
No	60%	15	25

Table 2: Awareness of CSR activities

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Figure 7: Awareness of CSR

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Analysis:

It has been observed in accordance with the received responses from the mass that the majority of people have knowledge about CSR activities of Hartmann. Due to efficient advertisements created by the company, it has been made possible for the survey.

Q.2) How far the social activities of Hartmann please you?

Options	% respondents	No. of received respondents	Total Respondents
Highly pleased	32%	8	25
Pleased	40%	10	25
Neutral	16%	4	25
Not at all pleased	8%	2	25
Extremely unhappy	4%	1	25

Table3: Pleased with CSR activities

Source: Created by self

Figure 8: Pleased with CSR activities

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Analysis:

From the receive data, it can be stated that the pleased number of people are maximum with the organisation’s social activities. Some people have given neutral response and the people who are not all pleases are negligible in numbers. It is a proved fact that the company manages to create a positive impact on the thoughts of the mass which builds company’s reputation.

Q.3) Do you agree with CSR activities should increase in this company?

Options	% respondents	No. of received respondents	Total Respondents
Agree	60%	15	25
Neutral	24%	6	25
Disagree	16%	4	25

Table 4: Improvement of CSR activities

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Figure 9: Improvement of CSR activities

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Analysis:

In order to know about the viewpoint of people about increasing CSR activities, a question was asked. From the received data, it has been found that the positive impact was maximum among the people. It leads to an inspiration for Hartmann to create future plans.

Qualitative Research:

Q1: What types of CSR activities does your company maintain?

Operational Manager	HR Manager
“ We conduct programmes on planting trees and also conduct recycling of various clinical products”	“ We mainly aim to reduce the emission of CO2 for more safe environment and to avoid accidents”

Table 5: Company’s CSR activities

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Analysis:

In the interview, the managers were questioned about the CSR activities practiced in their company. They responded excitedly that they have held many programmes on planting trees and conducted methods of recycling clinical products for the purpose of society’s future. In addition to it, they also planned to reduce the emission of harmful gas like CO2 for creating a safe environment for the patients.

Q2: What are the benefits does your company get through CSR activities?

Operational Manager	HR Manager
“ It has resulted to an increase support of the investors and also more number of patients”	“ Due to positive feel in the atmosphere of the workplace, the performance of the employees also gets increased”

Table 6: Benefits of CSR activities

(Source: Created by the Author)

Analysis:

In accordance with the operational manager, the CSR activities have impressed the investors which led them to decide for supporting the company furthermore in future. As Hartmann recorded to be involved in the social cause for a long time, their patrons have decided to take this as their opportunity for helping society. From the company, they have started grabbing more services to make sure their payment gets distributed to the society who are in need. Therefore, it leads to a positive impact on the employees which make them motivated to accomplish their goals.

Q.3) what are your future plans for increasing CSR activities?

Operational Manager	HR Manager
“ We will increase CSR activities further and investments will also be created in this platform”	“ In future, we will open the medium for the employees to make them come up with their own innovative ideas”

Table 7: Future Plans for CSR activities

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Analysis:

In this context operations manager discussed the future plans of the company. This movement made the investors reacts with a positive impact to make further investments in the company. The company decided to make more investments for making more contributions to the society through these actions. Furthermore, the employees are inspired to come in front with innovative ideas where they will be rewarded to participate in these activities.

Task 4

LO4 Support on sustainable organisational performance for the development of CSR activities in business

P7 Reflective study on the value of CSR activities for sustainable organisation

In order to establish the productiveness of CSR activities, the research has been conducted for gaining a benefit in the market as well as accomplishing a good reputation. On several questions asked during the survey, I have noticed people's’ viewpoint which made it clear that they are fully aware of the CSR activities involved in the company. It is also seen that the mass can detect as well as identify company’s contribution towards the society and the surroundings. This leads to highly satisfaction of the customers for having these social actions and also a positive impression created by the company within its patrons. I have also noticed that the customers support the company to a great extent and inspire that organisation for increasing more these types of actions. From the interviews, I have found that the company has gained several advantages from this very process of initiating CSR activities. It has been observed that the company plans for creating more investments in this sector and will encourage the employees to bring out their creative ideas for developing their strategic planning. For having a sustainable organisation, implementation of CSR activities is very crucial which will help both the society as well as the company. I have seen that the company is already active in social actions like; reducing the emission of Co2 and planting more trees which resulted in a great advantage for the environment. In addition, it has also helped in image building of the company in order to gain the trust of the customers for more participation in near future.

P6 – Recommendations for meaningful conclusions on CSR activities

Recommendation

Hartmann won the prestigious European Business Award which mainly includes commercial success, innovation, and business ethics. Its main achievements were responsible use of resources, CO2 being a neutral product for customers, social responsibility, and safety. The product is sold globally; with its main market is South America and Europe. Headquartered in Denmark, production takes place in its own factories, of which four are in Europe (Hungary, Croatia, Denmark, and Germany), one in Israel and Canada and four in South America. No doubt Hartmann has been successful in implementing its CSR activities quite well, whether in terms of waste water management or climate protection technology. But its production and market are mostly concentrated in the technologically advanced countries, leaving aside the less developed countries of the world. Having achieved so much of success in the protection of the environment, including the winning of the CSR award by the Croatian Business in 2014, it is will be beneficial for the company to expand its market in the southern countries of Africa, India which are still backward and ignorant of pollution free consumer-friendly technologies. Unemployment is the major disease of these third world countries. Expansion of markets here will bring along a source of bread and butter and the company will get labor at a cheaper rate. It is essential for these countries to get the taste of progress in order to improve in other social aspects. This will not only economically benefit the market in terms of profit and popularity but will help summon economic strength for these poor countries.

Conclusion

In accordance with the successful completion of this study, it has been achieved that the company Hartmann has created abundant contributions in the society by continuous engagement in the process of Corporate Social Responsibility. The research which has been organised delivers evidence of the participation of the company which adds advantage in the reputation building because the mass is pleased with performance of the company. The more CSR activities will be done by the company the more it will generate its progress by creating impact among the people for attracting them to fulfill their requirements. This has led to an upliftment in the involvement of the investors which acts as pros to the company A company having initiatives to develop activities towards the society will always lead a step ahead in terms of building its reputation among the mass. More patients coming to it proves that the company carries goodwill for them Not wastage of resources turns out to be beneficial for the company to make use of it judiciously.