WK 6 BD2

      Week 6 Lecture

Leadership, Corporate Social Responsibility, and Strategy

Approaching the three topics for Week 6 requires deep consideration. Leadership constructs strategy and all strategy requires responsibility so that is constructive and not destructive. When going global marketing managers must, not only think about product price, place and promotion, but also the impact that their strategies will have on local communities and countries that they conduct business in.

Xu (2019, February) has found that company executives need to be involved in the corporate social responsibility efforts of their organizations. Such a belief fits with the need for leaders to model the behavior that is expected out of organizational members. Thus employee buy-in can be directly associated with leader participation. Such participation may go beyond donations of money. Donations of time and thus labor or expertise can indicate a higher level of buy-in by the organization and its members.

A resent example of corporate responsibility occurred when Delta Air Lines of Atlanta, Georgia operated relief flights to the hurricane-stricken Bahamas in 2019. Delta delivered 4700 pounds of supplies for the Bahamian peoples and also airlifted 72 of the inhabitants. The relief included food, water and clothing (Yamanouchi, 2019).

Yamanouchi (2019) also reported that Delta employees also participated in unloaded the supplies while assisting Bahamians with boarding the relief flight. A point of awareness is that such aid generates a higher level of brand awareness for any company participating in such corporate social responsibility efforts. In this case citizens should remember the Delta logos when they consider choosing and airline to fly on in the future. The Bahamas is an independent country that, in this case, received direct hands-on assistance from an American company and its employees.

It is very important to always consider which marketing efforts beyond the regular marketing mix creates a favorable global image for the company, its products and its services. Such a thought process includes how every function of the company impacts company image. It should be noted that Delta was able to give the type of help that was immediately needed by a country and its people.

Delta Air Lines actions fit with its social responsibility statement found on its website. The statement is as follows:

Delta believes that its  social responsibility lies at the intersection of its core values and core competencies, making a difference where Delta people live, work and fly by giving time, talents and one percent of the company's annual profits (Delta, 2019, para 8).

The social responsibility statement of Delta Air Lines focuses on the company and its members donating time, ability and money to helping others. When the leadership of a company acts in the best interest of society it becomes a function of leaders as stated by Keegan and Green (2020) being “… a proactive steward of the reputation of the company he or she is leading” (p. 548). In constructing global marketing strategies that promote the growth of the company and that meets the needs of the customers of selected countries, leaders of large corporations and even small companies must meet the imperative to proactively commit to acting in a manner that produces good outcomes in our global society.

References

Delta Air Lines (2019, August 15).  Corporate stats and factsLinks to an external site. . https://news.delta.com/corporate-stats-and-facts

Keegan, W. J., & Green, M. C. (2020).  Global marketing (10th ed.). Pearson.

Xu, K. (2019, February 4).  How to make your corporate social responsibility come from withinLinks to an external site..  Forbes. https://www.forbes.com/sites/forbesnonprofitcouncil/2019/02/04/how-to-make-your-corporate-social-responsibility-come-from-within/?sh=21050ee34f8e

Yamanouchi, K. (2019, September 8).  Delta operates relief flight to deliver supplies to Bahamas, evacuate survivorsLinks to an external site..  Atlanta Journal Constitution. https://www.ajc.com/blog/airport/delta-operates-relief-flight-deliver-supplies-bahamas-evacuate-survivors/i3C80DeIvUqUwLEgt7HEjK/

WK 6 DB 2

Prior to beginning work on this discussion, read Chapter 17: Leadership, Organization, and Corporate Social Responsibility in your text. This response will be added as a section to your final paper.

Consumers throughout the world expect that companies conduct business in an ethical and socially responsible way. Socially conscious companies should include human rights, labor, and environmental issues in their agenda.

In your initial post,

Identify at least three ways global companies can demonstrate their commitment to corporate social responsibility (CSR).

Provide an example when a specific company, such as your mentor company, demonstrated commitment to CSR.

Your initial discussion post should be 250 words. Cite your textbook and any other sources (such as visuals) used to support your ideas. You may refer to University of Arizona Global Campus Writing Center’s APA StyleLinks to an external site. resource for assistance.

Peer Response

Emily Tran

Ways Global Companies Can Demonstrate Commitment to CSR

Global companies can demonstrate commitment to Corporate Social Responsibility (CSR) through several key initiatives. Firstly, sustainable sourcing practices play a crucial role, as companies can ensure ethical and responsible sourcing of raw materials. This involves partnering with organizations like Fair Trade to guarantee fair wages for farmers and promote environmentally friendly farming methods, thereby minimizing negative environmental and social impacts. Secondly, companies can engage in environmental sustainability initiatives by reducing their carbon footprint, conserving water resources, and promoting renewable energy adoption. Initiatives such as implementing recycling programs, reducing packaging waste, and investing in energy-efficient technologies showcase a commitment to environmental stewardship. Lastly, companies can contribute to CSR through community engagement and philanthropy efforts. This includes supporting local communities through educational programs, healthcare initiatives, and disaster relief efforts. Encouraging employee volunteerism and establishing matching donation programs further strengthens their impact on societal well-being. These actions not only enhance corporate reputation but also foster sustainable development and positive societal outcomes globally.

Example of Amazon's Commitment to CSR

Amazon has demonstrated CSR through its environmental sustainability, ethical sourcing, and community engagement. Amazon has committed to "to reach net-zero carbon emissions across our operations by 2040 by investing in carbon-free energy, scaling solutions, and collaborating with partners to broaden our impact"(Amazon). Amazon's public commitment demonstrates its commitment to environmental sustainability. Ethical sourcing is also important in Amazon in which supplier codes of conduct are used to ensure suppliers adhere to fair labor practices and environmental standards through the use of audits and partnerships. Community engagement has also been encouraged through programs like Amazon Smile in which a portion of the purchases goes to charity of the customer's choice.

References:

Amazon. (n.d.). Climate solutions. Retrieved July 19, 2024, from https://sustainability.aboutamazon.com/climate-solutions

Green, M. C., & Keegan, W. J. (2020). Global marketing (10th ed.). Pearson.

Peer Response 2

Mandy Knappenberger

Hello Class,

Corporate Social Responsibility – Identify Three Ways Global Companies Can Demonstrate Commitment to CSR

Corporate social responsibility is the expectation of consumers today. Companies seeking to build a global brand must actively seek ways to engage the community and contribute to society positively. Companies with strong CSR programs build customer loyalty, are attractive to investors, and retain more employees (Reckmann, 2023). There are many ways a company can promote CSR. Three examples of CSR are listed below.

Environmental Stewardship – Environmental stewardship entails adjusting business practices in ways that lessen the impact on the environment. Efforts such as reducing packaging, recycling, and the company’s carbon footprint fall under environmental stewardship (Reckmann, 2023).

Ethical Sourcing – Ethical sourcing is obtaining raw materials and supplies sustainably and responsibly. Fairtrade coffee at Starbucks is an example of ethical sourcing. NGOs like Fairtrade International certify coffee sourced by Starbucks with their label, indicating that the farmers were paid a fair price for their crops (Green & Keegan, 2020, page 129).

Philanthropy and Volunteer Efforts- Philanthropy is another way to promote CSR. There are many ways that companies can add philanthropy to their CSR policies. Companies can donate directly and encourage employees to donate to charitable organizations while offering matching donations. Corporations can sponsor events or campaigns to raise money for charitable organizations. Scholarships and grants funded by the company are another philanthropic practice.

Airbnb and Commitment to Corporate Social Responsibility

Airbnb is committed to corporate social responsibility and has been actively helping those in need since 2012. In 2020, Airbnb launched Airbnb.org, a 501(c)(3) non-profit organization created to help people share housing and resources with those affected by disasters and other crises. Airbnb.org partners with other non-profits that provide temporary housing, resources, and support in times of crisis, and it invests in organizations that promote equity in communities. An example of Airbnb.org’s work is its response to the 2023 earthquakes in Türkiye and Syria. Airbnb.org connected over 1600 survivors, relief workers, first responders, and Syrian refugees with free temporary housing (Airbnb.org, n.d.).

Mandy Knappenberger

Reference:

Airbnb.org. (n.d.).  How we got started. Airbnb.org.  https://www.airbnb.org/about/workLinks to an external site.

Green, M. C., & Keegan, W. J. (2020).  Global marketing (10th ed.) . Pearson.

Reckmann, N. (2023, September 5).  What is Corporate Social Responsibility? Business News Daily.  https://www.businessnewsdaily.com/4679-corporate-social-responsibility.htmlLinks to an external site.