This goal clearly states Cadbury Schweppes' responsibilities and recognises that what it does as a business impacts on communities and the lives of consumers. Cadbury Schweppes takes its corporate social responsibility agenda seriously. As such it is a member of organisations like Business in the Community, International Business Leaders Forum and the Institute of Business Ethics. These organisations seek to improve the impact companies have on society. A key part of the Cadbury Schweppes approach to business lies in its ethical behaviour and close relationship with its stakeholder groups. As a company it believes that: “Respecting human rights and trading ethically is fundamental to the way we work, not just within our owned and operated businesses but also in how we interact with our wider value chain.*” In ‘Our Business Principles’ Cadbury Schweppes continues: “We believe that good ethics and good business go together naturally, to produce the best long term results for all our stakeholders.” The Stakeholders
Shareowners Suppliers Employees
Ethical behaviour and corporate social responsibility can bring significant benefits to a business. For example, they may:
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attract customers to the firm’s products, thereby boosting sales and profits make employees want to stay with the business, reduce labour turnover and therefore increase productivity attract more employees wanting to work for the business, reduce recruitment costs and enable the company to get the most talented employees attract investors and keep the company’s share price high, thereby protecting the business from takeover.
Unethical behaviour or a lack of corporate social responsibility, by comparison, may damage a firm’s reputation and make it less appealing to stakeholders. Profits could fall as a result. Along with good corporate governance, ethical behaviour is an integral part of everything that Cadbury Schweppes does. Treating stakeholders fairly is seen as an essential part of the company’s success, as described here: “A creative and well managed corporate and social responsibility programme is in the best interests of all our stakeholders - not just our consumers - but also our shareowners, employees, customers, suppliers and other business partners who work together with us.*” Ensuring that employees understand the company’s corporate values is achieved by the statement of ‘Our Business Principles’ which makes clear the behaviour it seeks from employees. Cadbury Schweppes’ good practice was recognised when it was voted one of the “most admired companies for community and environmental responsibility” by Management Today magazine in 2003. It was also ranked second in the Food and Drink sector in the Business in the Community “Per Cent Club” Index of corporate giving for 2003, with an investment in the community of around 3% of its UK pre tax profits. *
Cadbury Schweppes was formed by a merger in 1969 between Cadbury and Schweppes. Since then the business has expanded into a leading international confectionery and beverages company. Through an active programme of both acquisitions and disposals the company has created a strong portfolio of brands which are sold in almost every country in the world. Cadbury Schweppes has nearly 54,000 employees and produces Fast Moving Consumer Goods (FMCG). Its products fall into two main categories:
Community Environment Customers
Its portfolio of brands include leading regional and local brands such as Schweppes, Dr Pepper, Orangina, Halls, Trebor, Hollywood, Bournvita, and of course, the Cadbury masterbrand itself. These products are sold in a range of countries depending on consumer preferences and tastes. The core purpose of Cadbury Schweppes is “working together to create brands people love”. It aims to be judged as a company that is among the very best in the...