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    Presentation mm2021 Presentation mm2021 Presentation Transcript

    • CORPORATE SOCIAL RESPONSIBILITY A CASE STUDY OF CATHAY PACIFIC AIRWAYS MM2021 - TUT006 - Group 3 12102347D BUATON, Hon Ming Herman 12102262D SIT, Long Shing 12101433D WU, Kit Sing 12101937D YUEN, Hoi Ying Winnie Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY﹣ DEFINITION - Classical View - Maximize profits = Maximize Social Surplus - Socio-economical View - “Go beyond” making profits - Improve social welfare - Involve in Social / Legal / Political issues Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY﹣ DEFINITION - Vaaland, et. al (2008) [1] Corporate social responsibility (CSR) is: “management of stakeholder concern for responsible and irresponsible acts related to environmental, ethical and social phenomena in a way that creates corporate benefit” Tuesday, 12 November, 13
    • CATHAY PACIFIC AIRWAYS﹣ BACKGROUND - a Hong Kong-based airline - Founded in 1946 - Serving more than 100 destinations - As of 2011, - 27.6 million passengers - 1649000 tonnes of cargo - HK$5.5billion attributable profit Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY﹣ WHY? - Public Expectation - Corporate Identity & Brand Image - Organizational Performance Tuesday, 12 November, 13
    • WHAT DO YOU EXPECT CATHAY PACIFIC AIRWAYS ACHIEVE IN CORPORATE SOCIAL RESPONSIBILITY? Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY﹣ PUBLIC EXPECTATION - Environmental Protection - Age & Environmental Awareness - Negative related - Social Class & Environmental Awareness - Positively related Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY﹣ PUBLIC EXPECTATION - Responsibility in Local Community - >60% of Public expect Business be “responsible” - Expect better CSR in the future Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS Aviation Educational Environmental Medical Volunteering Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - CSR Steering Committee - Senior managers - From 18 departments and subsidiaries. Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Environmental aspects - “Fly Greener” - Carbon offsetting - Encourage customers to pay for pollution - Support CO2 emissions reduction projects Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Aviation and Education aspects - “I Can Fly” - Recruit teenagers that interested in aviation - Visit aviation facilities - Commit in Social Service Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Volunteering aspects - CX Volunteer Team - 4037 hours of volunteering in 2011 - Visit elderlies & disadvantaged children - Work in local community Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Others: - “Green Explorer” program - Sponsor ORBIS - UNICEF “Change for Good” - Fundraising for victims of natural hazards Tuesday, 12 November, 13
    • CORPORATE IDENTITY Overall images of diverse public “WHO we are?” “WHERE we are going” Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IDENTITY Stronger Corporate Image Attractiveness! ! Attract more possible investors! ! ! Develop sense of connection! Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IDENTITY - as Marketing Strategies - Improve Brand Reputation - Greater social impact - Brand’s comparative advantages - Business Development - Better business environment - Facilitate long-term development Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IDENTITY - Customers’ buying intentions - Higher willingness of making purchases - Employees’ job satisfaction - Better brand image - Employee proud of their work - Loyalty to company Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IDENTITY - A short summary: - Maintain distinctive ethical values - Socially-responsible commitment - Green Marketing Tuesday, 12 November, 13
    • CORPORATE IDENTITY & CSR﹣ APPLICATION OF CX - “Fly Greener” - Demonstrate environmental awareness - Customers’ buying intention Tuesday, 12 November, 13
    • CORPORATE IDENTITY & CSR﹣ APPLICATION OF CX - Fundraising activities - Display concern of the society and the world - “Global Citizen” - As marketing strategies Tuesday, 12 November, 13
    • PERFORMANCE Team Performance Financial Performance Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY AND PERFORMANCE - Team Performance - Team Self-efficacy and Self-esteem - Legal Citizenship - Self-worth in society - Team membership Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY AND PERFORMANCE - Financial Performance - Better Brand Reputation - Differentiation of Products - Increase Price-earnings Ratio - Higher Team Efficiency Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY AND PERFORMANCE - Value of Intangible Assets - Attract better human capital - Greater innovative capability Tuesday, 12 November, 13
    • PERFORMANCE & CSR﹣ APPLICATION OF CX - CX Volunteer Team - Employees’ participation - Be representatives of CX - Employees’ team membership Tuesday, 12 November, 13
    • PERFORMANCE & CSR﹣ APPLICATION OF CX - “I Can Fly” - Identify potential talents - Consolidate their interests Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Strong CSR - Diverse CSR - Meet Public Expectation - Clear Corporate Identity & Better Brand Image - Team & Financial Performance Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Possible Drawbacks - Motive - Lost of Focus Tuesday, 12 November, 13
    • CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Potential Improvement - More Responsibility on Carbon Offsetting - Improve Employees Welfares - Expand the Target Group Tuesday, 12 November, 13
    • REFERENCE Deborah Rolland, Jana O'Keefe Bazzoni, (2009) "Greening corporate identity: CSR online corporate identity reporting", Corporate Communications: An International Journal, Vol. 14 Iss: 3, pp.249 - 263 Lin, C., Baruch, Y., & Shih, W. (2012). Corporate social responsibility and team performance: The mediating role of team efficacy and team self-esteem. Journal of Business Ethics, 108(2), 167-180. Sebastian Arendt, Malte Brettel, (2010) "Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance", Management Decision, Vol. 48 Iss: 10, pp.1469 - 1492 Tang, Z., Hull, C. E., & Rothenberg, S. (2012). How corporate social responsibility engagement strategy moderates the CSR-financial performance relationship. Journal of Management Studies, 49(7), 1274-1303. Vaaland, T.I., Heide, M. and Gronhaug, K. (2008), “Corporate social responsibility: investigating theory and research in the marketing context”, European Journal of Marketing, Vol. 42, pp. 927-53. Cathay Pacific (2012), En route to Sustainability - Sustainable Development Report 2011, from http://downloads.cathaypacific.com/cx/aboutus/sd/2011/index.htm Background photos from http://www.cathaypacific.com Tuesday, 12 November, 13