The DD drinks company was founded over one hundred years ago by a deeply religious family and has been recognised as being a good employer ever since. The company has a long history of supporting sporting events as part of its stated commitment to help promote healthy lifestyles. DD has a corporate social responsibility (CSR) commitment to behave ethically while helping better the quality of life of society generally. A percentage of DD's profits are also allocated to a number of local charitable causes each year
Discuss the implications of DD's activities on its ethical stance and CSR position.
Corporate Social Responsibility
The social implications of DD's marketing activity can be understood within the context of Corporate Social Responsibility (CSR). Although dissimilar understandings and definitions of CSR exist, one popular definition is 'the continuing commitment by business to behave ethically and contribute to economic development whereas improving the quality of life of the workforce and their families as well as of the local community and society at large'. Common
Features associated with CSR include:
- an integration of social concerns into business operations,
- voluntary actions on behalf of the organisation,
- operating in ways that exceed ethical, legal, and societal expectations, and
- making a positive difference for society.