0
Gaining sustainable competitive advantages
through CSR engagement and communication
A case study of Starbucks
Tine	
  Grar...
Agenda
The	
  Findings	
  
CSR	
  Cri/cism	
  
Gaps	
  in	
  the	
  corporate	
  brand	
  
Starbucks:	
  Green	
  or	
  Gr...
The Findings
•  CSR:	
  a	
  valuable	
  and	
  central	
  element	
  of	
  corporate	
  strategy	
  
•  First	
  mover	
 ...
CSR Criticism
•  CSR	
  is	
  misused	
  as	
  a	
  marke7ng	
  ploy	
  
▫  Is	
  Greenwashing	
  now	
  CSR	
  washing?	
...
Gaps in the Corporate Brand
Starbucks: Green or Greenwashed?
Vision	
  
Image	
  
Culture	
  
Ø 	
  	
  Stakeholder	
  aw...
Why have a Unified Corporate Brand?
•  To	
  integrate	
  the	
  corpora7on’s	
  stakeholders	
  
•  Internal	
  commitmen...
CSR scandals
Ø Nike	
  accused	
  for	
  
using	
  sweatshops	
  
(1990’s	
  )	
  
Ø BP’s	
  oil	
  spill	
  in	
  the	
...
Transparency
Ques/oning	
  Transparency…	
  
•  The	
  double-­‐sided	
  nature	
  of	
  transparency	
  
•  Are	
  stakeh...
How to overcome CSR Challenges
Is	
  it	
  socially	
  responsible	
  to	
  influence	
  behavior?	
  
	
  
•  Corpora7ons	...
Gaining sustainable competitive advantages through CSR engagement and communication
Upcoming SlideShare
Loading in...5
×

Gaining sustainable competitive advantages through CSR engagement and communication

230

Published on

A case study of Starbucks

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
230
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Gaining sustainable competitive advantages through CSR engagement and communication"

  1. 1. Gaining sustainable competitive advantages through CSR engagement and communication A case study of Starbucks Tine  Grarup     January  27th  2012     Corporate  Communica7on  Exam   MARSTER  of  ARTS  in  CORPRATE  COMMUNICATION  
  2. 2. Agenda The  Findings   CSR  Cri/cism   Gaps  in  the  corporate  brand   Starbucks:  Green  or  Greenwashing?   Ques/ons  and  Comments   Why  have  a  Unified  Corporate   Brand?   Transparency   How  to  overcome  CSR  Challenges  
  3. 3. The Findings •  CSR:  a  valuable  and  central  element  of  corporate  strategy   •  First  mover  advantage   ▫  Capitaliza7on  on  compe77ve  asymmetries     ▫  Mission  central,  corpora7on-­‐specific  and  stakeholder  visible  CSR  engagement     •  Stakeholder  management  and  communica7on   ▫  Reputa7onal  benefits     ▫  Behavioral  commitment   •  Unique  corporate  brand  -­‐>  sustainable  compe77ve  advantage  
  4. 4. CSR Criticism •  CSR  is  misused  as  a  marke7ng  ploy   ▫  Is  Greenwashing  now  CSR  washing?   •  Abuse  of  power  through  CSR   •  CSR  favors  the  interest  of  business  over  the  righVul   concerns,  demands  and  expecta7ons  of  wider  society   •  Are  companies  using  CSR  to  hide  unsavory  business   ac7vi7es?   “There  is  one  and  only  one  social  responsibility  of  business  –  to  use  its  resources   and  engage  in  ac7vi7es  designed  to  increase  its  profits”  Friedman,  1970  
  5. 5. Gaps in the Corporate Brand Starbucks: Green or Greenwashed? Vision   Image   Culture   Ø     Stakeholder  awareness   Ø     Effec/ve  communica/on  of  vision  
  6. 6. Why have a Unified Corporate Brand? •  To  integrate  the  corpora7on’s  stakeholders   •  Internal  commitment  and  iden7fica7on  with  the  CSR  agenda     •  Give  customers  a  sense  of  community  –  brand  iden7fica7on   allows  for  premium  pricing   •  Corporate  brands  create  common  grounds   •  No  ma[er  the  product,  the  corporate  logo  will  aspire   corporate  values  
  7. 7. CSR scandals Ø Nike  accused  for   using  sweatshops   (1990’s  )   Ø BP’s  oil  spill  in  the   Gulf  of  Mexico  (2010)   Ø MaOel  using  lead   poisoning  paint  in   their  toys  (2007)  
  8. 8. Transparency Ques/oning  Transparency…   •  The  double-­‐sided  nature  of  transparency   •  Are  stakeholders  really  interested  in  more  informa7on?   •  Corpora7ons  are  (re)defining  boundaries  of  transparency   •  Is  transparency  simply  a  simula7on  of  openness?   •  Transparency  –  now  a  tool  of  power   “You  cannot  stop  people  talking  about  you,  but   you  can  show  a  willingness  to  be  open  an  honest”
  9. 9. How to overcome CSR Challenges Is  it  socially  responsible  to  influence  behavior?     •  Corpora7ons  take  advantage  of  consumer  trends  and  a_tudes.     However…     •  Consumers  want  to  be  a  part  of  the  solu7on  not  the  problem.       The  corporate  idenCty  is  not  worth  much  without  a  favorable  image   Think  twice   Be  aware  of   context   Tell  a  true   story   Keep  CSR   central  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×