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Essay / Research Paper Abstract
This 7 page paper examines the way in which Cadbury Schweppes approach and embrace the concept of corporate social responsibility considering if this is a genuine approach or one undertaken merely to enhance profit. This is assessed with reference to the declared strategies and the observed practices of the company. The paper then considers how the CSR performance could be improved and the potential for the values to be used as a way of creating a competitive advantage. The bibliography cites 9 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEcadschw.rtf
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Unformatted sample text from the term paper:
which is argued to have a string foundation in CSR due to the beliefs of the founders more than 200 years ago (Marketing Week, 2005, Gregory and Tafra, 2004). However,
in todays corporate environment where there is an increasing level of awareness in the buying public over issues incorporated within the heading of CSR there is also a strong association
that big is bad (Marketing Week, 2005). If this is true then Cadbury Schweppes with many well known brands such as the Dairy Milk Chocolate and Bourneville must have
lost the real focus of this vision. To consider this we ca examine the way in which Cadbury Schweppes approach and develop their CSR strategy. The first stage
is to consider what is meant by CSR. There is not single definition which is widely accepted. One good definition is that of Holme and Watts (2000); "Corporate Social Responsibility
is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of
the local community and society at large". Within this there may be the extension of the concept to the approaches such as environmentalism to the way in which corporate
governance may be taking place, to issues such as human rights and broader issues. There are two main ways in which corporate government is seen, nether deny the need
for corporate social responsibility, but it may be argued that in one model it is not CSR but only market forces as such it adheres to the above quote.
The school of shareholder wealth maximisation states that it is the shareholder who is the principle concern of the organisation (Dobson, 1999). A proponent
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