This document presents a research paper on whether corporate social responsibility (CSR) can benefit corporations. The thesis is that CSR provides competitive advantages through improved reputations, increased investments, and profitability. Three key factors are discussed: 1) Improved relations with stakeholders can increase employee loyalty and brand reputation; 2) Socially responsible firms receive more investment as they are seen as less risky; 3) Studies show CSR strategies are linked to better financial performance, especially during crises. While risks like diluting focus exist, the research aims to show CSR's strategic benefits when implemented correctly.

1. Sustainability
Can corporate social responsibility be
beneficial to corporations?
ENG105 Research Paper Presentation
4th November 2019
By: Clara Choy, L07

2. Content:
• Definition of CSR
• Context
• Significance
• Research Question
• Thesis Statement
• Factors
• a) Improved Relations
• b) Increased Investments
• c) Profitability
• Counter Argument
• Rebuttal
• Conclusion
• References
• Q&A

3. Value creation
for society
Balancing of
conflicting interests
Accountability
for all actions
(Schwartz & Carroll, 2008, as cited in Landrum & Ohsowski, 2018, p. 129)
Image: (freepik.com, 2017)

4. 72%
Global organisations
committed to fulfilling
UN sustainable development
goals (PriceWaterhouseCoopers, 2018, p.5).
Image: (UN, 2019)

5. 19%
81%
81%
Global consumers
feel that businesses
should help to
improve the environment
(Nielsen Holdings, 2018, p.5).

6. Research Question:
Is corporate social responsibility
linked to a corporation’s profitability?

7. Thesis Statement:
Corporate social responsibility (CSR)
is a crucial element of
a corporation’s business strategy
as it can give a competitive advantage
via improved reputations,
an increase in investments, as well as,
profitability.

8. 1. Improved Relations
Indicates
organisational
values and
norms
(Vishwanathan,
Oosterhout,
Heugens, Duran,
& Essen, 2019, p.5-6)
Increases
employee
loyalty
(Vishwanathan,
Oosterhout,
Heugens, Duran,
& Essen, 2019, p.5-6)
Is associated to
services and
products of
better quality
(Currás-Pérez,
Dolz-Dolz,
Miquel-Romero,
& Sánchez-García,
2018, p.736).
Case study: Lego
World’s most
reputable brand
for CSR
(Valet, 2019, para. 5).
CSR…
Image: (freepik.com, 2017)

9. ≈
Socially responsible
firms have more
stable investor relations,
are valued as credible
and are considered
less risky investments
(Gennari, & Salvioni,
2017, p.23).
2. Increased Investments
Companies with
strong CSR receive
more investment
funding
(Hartzmark,& Sussman,
2019, p. 2).
More than 80%
of professional
investors prefer
to invest in
companies known
for CSR (AFLAC, 2018).
≈
20%
80%
Image: (freepik.com, 2017)

10. ≈
Companies with
CSR perform
financially better
than their counterparts
in crises or recession
periods
(Nave, & Ferreira,
2019, p. 894) .
Companies with
CSR strategies
return better
financial
performances.
46% Consumers
are willing to
forgo a brand name
in order to buy an
alternative green
product
(Nielsen Holdings,
2018, p.11).
≈
54%
46%
3. Profitability
Image: (freepik.com, 2017)

11. Risks of CSR
1. Diluting the focus of vital business objectives
2. Unnecessarily expenditure
3. Little value creation for all stakeholders
4. Implementing the wrong strategy
(Nave, & Ferreira, 2019, p. 897)

12. ≈
Minimise CSR risk
≈
Research Right business
strategic motivations
Image: (freepik.com, 2017)

13. Conclusion
Image: (freepik.com, 2017)

14. Thank You!

15. References
AFLAC. (2018). Corporate social responsibility report. Retrieved from
http://www40.statcan.gc.ca/l01 /cst01/demo44a-eng.htm
Currás‐Pérez, R., Dolz‐Dolz, C., Miquel‐Romero, M. J., & Sánchez‐García, I. (2018). How
social, environmental, and economic CSR affects consumer‐perceived value: Does
perceived consumer effectiveness make a difference? Corporate Social Responsibility
and Environment Management, 25, 733–747. https://doi-org.gate.lib.buffalo.edu/
10.1002/csr.1490
Gennari, F., & Salvioni, D. (2017). Corporate Social Responsibility and Shareholder
Relations. Quaesti, 21-24. https://doi.org/10.18638/quaesti.2017.5.1.319
Hartzmark, S. M., & Sussman, A. B., (2019). Do investors value sustainability? A natural
experiment examining ranking and fund flows. The journal of finance, 0(0), 1-49.
https://doi.org/10.1111/jofi.12841

16. References
Landrum, N. E., & Ohsowski, B. (2018) Identifying worldviews on corporate sustainability:
A content analysis of corporate sustainability reports. Business Strategy and the
Environment, 27, 128–151. https://doi.org/10.1002/bse.1989.
Nave, A., & Ferreira, J. (2019). Corporate social responsibility strategies: Past research and
future challenges. Corporate social responsibility and environmental management.
26(4), 885-901. https://doi-org.gate.lib.buffalo.edu/10.1002/csr.1729
Nielsen Holdings. (2018). Sustainable shoppers buy the change they wish to see in the world.
Retrieved from https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-
sustainable-shoppers-report-2018.pdf
PriceWaterhouseCoopers. (2018). From promise to reality: Does business really care about
the SDGs? Retrieved from https://www.pwc.com/gx/en/sustainability/SDG/sdg-
reporting-2018.pdf

17. References
Valet, V. (2019, September 17). The world’s most reputable companies for corporate
responsibility. Forbes. Retrieved from http://www.forbes.com/
Vishwanathan, P., Oosterhout, H. J. V., Heugens, P. P., Duran, P., & Essen, M. (2019).
Strategic csr: a concept building meta-analysis. Journal of Management Studies,
0(1), 1-37. https://doi.org/10.1111/joms.12514

18. Q&A