Csr Events

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Faculty Board of Economic Sciences, Communication and IT Business Administration

Starbucks with Corporate Social Responsibility (CSR) “How Starbucks succeeds in a business world with CSR”

15 Credits Master Thesis (FEAD 01)

Thesis Advisor:

Bo Enquist
Co-reviewer

Lars Haglund

The Authors: Sornchai Harnrungchalotorn Yaowalak Phayonlerd

Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 Information@kau.se www.kau.se

ACKNOWLEDGEMENT
Acknowledgements Our thanks go first and foremost to our supervisor, Bo Enquist for his insight support and constructive criticisms during our writing of this thesis. Moreover, we would like to thank Samuel Petros S. for recommending the books and the way to conduct this thesis. We also want to thank the librarian at university for helping us to find the books to run this thesis.

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ABSTRACT
In the today‟s business world, there are many strategies being used to run businesses. In the recent past, the topic of Corporate Social Responsibility (CSR) has grown rapidly. People are starting to demand that companies take their social responsibility seriously. Many companies have started to engage in CSR as a strategy in order to gain benefits that can give them an added advantage over their competitors. There have been increasing numbers of companies engaged in CSR to run their businesses. Nowadays corporate social responsibility (CSR) can drive companies to succeed in business by increasing sales volume and brand awareness. We decided to choose Starbucks Company as a case study for this thesis because this company has a good reputation in terms of social responsibility. Thus, we would like to investigate how Starbuck successes in the business world are linked to CSR strategy. We would like to know how the company integrates CSR and what factors have affected the company´s success over the years with special reference to CSR.

Key Words:
Corporate Social Responsibility (CSR), Star bucks, and environment

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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION ....................................................................................... 5 1.1 Problem Background ................................................................................................... 5 1.2 Problem Definition ...................................................................................................... 6 1.3 Purpose ........................................................................................................................ 6 CHAPTER 2: THEORETICAL FRAMEWORK ............................................................. 7 2.1 Definition of Corporate Social Responsibility (CSR) ................................................... 8 2.2 Triple bottom line ....................................................................................................... 8 2.3 Competitive Advantage.............................................................................................. 11 2.4 Five principles for a sustainable values-based service ............................................... 12 CHAPTER 3: METHODOLOGY .................................................................................... 14 3.1 Selection of research topic ......................................................................................... 14 3.2 Research design ......................................................................................................…14 3.3 Sample case ............................................................................................................... 14 3.4 Secondary data collection........................................................................................... 15 3.5 Data Analysis............................................................................................................. 15 3.6 Reliability...
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