Presentation mm2021

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Presentation mm2021

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. CORPORATE SOCIAL RESPONSIBILITY﹣ WHY? - Public Expectation - Corporate Identity & Brand Image - Organizational Performance Tuesday, 12 November, 13
  6. 6. WHAT DO YOU EXPECT CATHAY PACIFIC AIRWAYS ACHIEVE IN CORPORATE SOCIAL RESPONSIBILITY? Tuesday, 12 November, 13
  7. 7. CORPORATE SOCIAL RESPONSIBILITY﹣ PUBLIC EXPECTATION - Environmental Protection - Age & Environmental Awareness - Negative related - Social Class & Environmental Awareness - Positively related Tuesday, 12 November, 13
  8. 8. 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
  9. 9. CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS Aviation Educational Environmental Medical Volunteering Tuesday, 12 November, 13
  10. 10. CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - CSR Steering Committee - Senior managers - From 18 departments and subsidiaries. Tuesday, 12 November, 13
  11. 11. 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
  12. 12. 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
  13. 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
  14. 14. 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
  15. 15. CORPORATE IDENTITY Overall images of diverse public “WHO we are?” “WHERE we are going” Tuesday, 12 November, 13
  16. 16. CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IDENTITY Stronger Corporate Image Attractiveness! ! Attract more possible investors! ! ! Develop sense of connection! Tuesday, 12 November, 13
  17. 17. 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
  18. 18. 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
  19. 19. CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IDENTITY - A short summary: - Maintain distinctive ethical values - Socially-responsible commitment - Green Marketing Tuesday, 12 November, 13
  20. 20. CORPORATE IDENTITY & CSR﹣ APPLICATION OF CX - “Fly Greener” - Demonstrate environmental awareness - Customers’ buying intention Tuesday, 12 November, 13
  21. 21. 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
  22. 22. PERFORMANCE Team Performance Financial Performance Tuesday, 12 November, 13
  23. 23. 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
  24. 24. CORPORATE SOCIAL RESPONSIBILITY AND PERFORMANCE - Financial Performance - Better Brand Reputation - Differentiation of Products - Increase Price-earnings Ratio - Higher Team Efficiency Tuesday, 12 November, 13
  25. 25. CORPORATE SOCIAL RESPONSIBILITY AND PERFORMANCE - Value of Intangible Assets - Attract better human capital - Greater innovative capability Tuesday, 12 November, 13
  26. 26. PERFORMANCE & CSR﹣ APPLICATION OF CX - CX Volunteer Team - Employees’ participation - Be representatives of CX - Employees’ team membership Tuesday, 12 November, 13
  27. 27. PERFORMANCE & CSR﹣ APPLICATION OF CX - “I Can Fly” - Identify potential talents - Consolidate their interests Tuesday, 12 November, 13
  28. 28. 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
  29. 29. CORPORATE SOCIAL RESPONSIBILITY IN CATHAY PACIFIC AIRWAYS - Possible Drawbacks - Motive - Lost of Focus Tuesday, 12 November, 13
  30. 30. 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
  31. 31. 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

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