Print

APPLIED ASPECT OF CORPORATE SOCIAL RESPONSIBILITY IMPACT ON COMPANY COMPETITIVENESS (UNILEVER EXAMPLE)

Liana Chernobay
Tetiana Yasinska
Svyatoslav Malibroda

Abstract

In the article the essence and importance of corporate social responsibility development at enterprises (on the example of the Dutch-British company, which is one of the world leaders in the market of foods and household chemicals) are considered. Article proves that the development of corporate social responsibility influences business success, contributes to improving the image of a company in the community and enhancing its efficiency and competitiveness in the market. This article describes the Unilever background; external conditions which made the Unilever Sustainable Living Plan (USLP) possible and reasonable; best company's efforts during USLP implementation addressing a few targets simultaneously; effectiveness of the USLP strategy from the standpoint of its main stakeholders; and finally an analysis of the three strategic choices and recommendations and conclusions

 

Keywords

corporate social responsibility, stakeholders, development, competitiveness, strategy

 

JEL Codes: L14, L15, L21, L26, M14

 

References

Bartlett, C.A., Beamish, P.W. (2018). Transnational management: Text and cases in cross-border management. Cambridge University Press.

Bhatti, K., Qureshi, T. (2007). Impact of employee participation on job satisfaction, employee commitment and employee productivity. International review of business research papers, 3(2), 54-68.

ILO (2019). Working conditions in a global perspective. [online] Geneva: International Labour Organization. Available at: https://www.ilo.org/wcmsp5/groups/public/---dgreports/---dcomm/---publ/documents/publication/wcms_696174.pdf [Accessed: 06/01/2020].

Kim, C. H., Scullion, H. (2013). The effect of Corporate Social Responsibility (CSR) on employee motivation: A cross-national study. Poznan university of economics review, 13(2).

Kissinger, D. (2017). Unilever’s Marketing Mix (4Ps) Analysis - Panmore Institute. [online] Panmore Institute. Available at: http://panmore.com/unilever-marketing-mix-4ps-analysis [Accessed: 06/01/2020].

Kissinger, D. (2017a). Unilever's SWOT Analysis & Recommendations - Panmore Institute. [online] Panmore Institute. Available at: http://panmore.com/unilever-swot-analysis-recommendations [Accessed: 06/01/2020].

Oxfam (2016). Labour Rights in Vietnam. [online] Oxford: Oxfam GB. Available at: https://www-cdn.oxfam.org/s3fs-public/file_attachments/rr-unilever-vietnam-progress-challenges-040716-en.pdf [Accessed: 06/01/2020].

Rangan, V., Chase, L., Karim, S. (2015). The Truth About CSR. Harvard Business Review. [online] Available at: https://www.billsynnotandassociates.com.au/images/stories/documents/oceania.pdf [Accessed: 06/01/2020].

Rozental, T. (2019). Philanthropy Of The Business Sector In Israel. Entrepreneurship, vol. 7(2), 144-152.

Spence, A. M. (1981). The learning curve and competition. The Bell Journal of Economics, 49-70.

Statista (2019). Average number of Unilever employees 2007-2018, by region | Statista. [online] Statista. Available at: https://www.statista.com/statistics/269467/average-number-of-unilever-employees-by-region/ [Accessed 6 Jan. 2020].

Sukati, I., Hamid, A., Baharun, R., Tat, H., Said, F. (2011). A study of supply chain management practices: An empirical investigation on consumer goods industry in Malaysia. International Journal of Business and Social Science, 2(17), 166-176.

The Journal (2019). Stop buying clothes from brands that use sweatshops. [online] Websterjournal.com. Available at: http://websterjournal.com/2019/04/03/stop-buying-clothes-from-bands-that-use-sweatshops/ [Accessed: 06/01/2020].

Torres, A., Bijmolt, T., Tribó, J., Verhoef, P. (2012). Generating global brand equity through corporate social responsibility to key stakeholders. International Journal of Research in Marketing, 29(1), 13-24.

UN (2018). Annual Report 2018. [online] UN. Available at: https://www.unenvironment.org/annualreport/2018/index.php [Accessed: 06/01/2020].

Yahoo (2020). The Unilever Group (UN). [online] Finance.yahoo.com. Available at: https://finance.yahoo.com/quote/UN/ [Accessed: 06/01/2020].

YCharts (2020). Unilever Market Cap | UL. [online] Ycharts.com. Available at: https://ycharts.com/companies/UL/market_cap [Accessed: 06/01/2020].

 

Full Text: PDF (English)