Sustainable Management Futures | Anglia Ruskin University (GC0295)

Table of Contents

1.0 Introduction.

2.0 CSR Models and their applications in McDonald’s business.

2.1 Corporate Social Responsibility (CSR) and its practices in business?.

2.2 Two CSR Models and their application in the case of McDonald’s.

2.2.1 Carroll’s Four-Part Model of CSR and its application on McDonald’s.

2.2.2 Stakeholder approach of CSR.

3.0 Conclusion.

4.0 References.

1.0 Introduction

Corporate social responsibility (CSR) has been a significant matter in the current business world to achieve organizational goals and objectives and to meet the expectations of businesses’ stakeholders.  (Aaronson, 2013). Corporate social responsibility (CSR) is considered a crucial issue in the sustainable management of business organizations.  Corporate social responsibility is defined as the obligations and activities of a business to support the communities where it operates with aids and welfares and to protect the environments from harmful activities. Carroll (2011) stated that corporate social responsibility (CSR) refers to the legal, ethical, and economic expectations by local communities and societies from the business organizations. As Aaronson (2013) notes, corporate social responsibility (CSR) includes legal requirements, respect for people, ethical values, communities, and environment.

This paper aims to evaluate how an organization can maintain its corporate social responsibility (CSR) in its business operations. The paper focuses on two particular CSR models to meet the aims of this study, where the two models are: Carroll’s Four-Part Model and Stakeholder Approach. This paper has chosen a reputed organization, named McDonald, as the case study.

McDonald’s is a successful organization in the restaurant and hospitability industry. It has been successfully operating in both domestic and international marketplaces, where the key success has come from advanced economies including the UK, EU, USA, Canada and Australia. In current global marketplaces, it has more than 33,000 branches, where it is serving millions of customers every day with its over 1.5 million dedicated and devoted employees. McDonald’s key products are breakfast items, burgers (including chicken burgers, hamburgers, cheeseburgers), chicken products, tea and coffee, soft drinks, dessert, French fires, etc.

McDonald’s was established in 1954 opening a single restaurant in the USA, while only by six decades it has been able to reach its current position gaining huge success across the world. Now McDonald’s in the UK is found everywhere where a high density of people is available including shopping malls (like Westfield), near the train and underground stations, national parks and museums, close to the universities and populated communities,  motors ways, etc.

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The key secret of McDonald’s success is offering healthier and fresh products and meeting customers’ changing needs and expectations (McDonald’s Corporation, 2014). McDonald’s has been facing many challenges in its operations, where the key challenges are coming from its competitors and rivalry marketplace. Four primary competitors have been identified for McDonald’s in the UK market, that are Star Bug, Prett Manger, Greggs Plc, and Burger King, where the secondary competitors are local restaurants, high street foods shops, and supermarkets like Tesco, ASDA, Morison, Sainsbury’s, etc. However, McDonald’s has been able to gain sustainable competitive advantages with improved market share and sales revenue.

According to a study, McDonald’s has alone 13% market share in the UK food industry, where its seven key competitors altogether have only 47% market share. This means McDonald’s is dominating the market with its fast service and comparability better quality of products and putting pressure on the competitors (McDonald’s Corporation, 2014).

McDonald’s has been considering corporate social responsibility (CSR) deeply as one of the key parts of its business operations. Thus, McDonald’s main value is to operate with corporate social responsibility (CSR). As a result, it has founded effective policies, governances, structures, and processes to improve the quality of its corporate social responsibility. McDonald’s has created an effective committee to conduct is CSR activities and to be a socially responsible company in the local communities where it operates. The key CSR activities of McDonald’s focus on local community development, global environment safety, product safety, workplace safety, employee training and development, equality and diversity, and its supply chain management and stakeholder management. The board of directors of McDonald’s deals with the whole CSR system and activities and the stakeholders especially valued customers and governing bodies who are involved with monitoring and managing activities and certifying performance (McDonald’s Annual Report, 2014).

This paper is categorized into a number of sub-sections. In section 2.1, the paper outlines the concepts of corporate social responsibility (CSR), its importance in terms of business organizations, and its impacts on business performance in the current business world. In section, 2.1.1, the paper describes Carroll’s Four-Part Model of CSR and its application in the business of McDonald’s. In section 2.2.2, the paper explains the Stakeholder Approach of CSR and its application in terms of McDonald’s business. In section 4.0, the paper summarises the findings that come from the above mentioned two CSR models’ applications and provides recommendations for the chosen organization, McDonald’s.……………

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