Words count : 3244
2. Literature Review on CSR
2.1 CSR Theories and Strategies
2.2 CSR Challenges and Issues
2.3 Summary of Key CSR Elements
3. Ryanair CSR Audit
3.1 Company Background
3.2 CSR Audit of the company
4. Analysis and discussion of the company CSR performance 5. Strategies CSR recommendations for the company
Aim of this study
This study is to analysis the selected airline business environment and Corporate Social Responsibility (CSR) program implementations of some airline and compare with the selected airline.
What is CSR
CSR is an approach to business that takes account of issues associated with society and the environment in addition to more traditional business concerns of shareholders and profits.
The low-fare airline “Ryanair” doing about CSR
We can see the result of Ryanair CSR performance from the interviewee in this section. Analysis and discuss how the airline performance Corporate Social Responsibility.
In the last few decades, Corporate Social Responsibility (CSR) has grown in importance, which is reflected by an increasing demand from consumers, employees, legislative systems, and the society for inclusive evaluations about how corporations are meeting acceptable standards. CSR plays an important role in the formation of airlines’ strategies due to the unique characteristics of the airline industry. Nevertheless, CSR in the airline industry has received relatively little attention from academics. The purpose of this study are to understand and analysis how the selected airline communicates to the outside world by implementing CSR programs. This research is exploratory by nature and is based on CSR reports published by the selected airline and related CSR information on the company websites.
This topic has been chose because of the importance of CSR in business, more specifically in airline industry. What makes the application CSR programs in airline industry a particularly interesting topic to research is the highly competitive and pollutive nature of the industry. This competitive market has been caused by the price sensitivity of customers, and their desire to get good service at a decent price, as well as by the saturated nature of supply market due to multiple operators. In order to compete in the market, companies have to be cost efficient while providing best possible service. This, however, is difficult due to high operating costs that influence the whole industry.
CSR is considered to be a vital part of any contemporary business strategy. In our mind focusing on CSR can provide airlines with both operational efficiency, as well as image benefits. People are becoming more aware of the social and environmental effects of their consuming habits, hence it be projected that innovative and responsible companies will continue to do well in the future, as their actions affect the purchasing behavior of customers. The purpose of this study is to provide overview of CSR, discuss and analysis the performance of selected airline in corporate social responsibility.
2. LITERATURE REVIEW ON CORPORATE SOCIAL RESPONSIBILITY IN AIRLINE INDUSTRY
Corporate are inseparable from society. Nowadays, the responsibility of corporations is not solely providing products and services, it must also take care of the welfare of the various stakeholders in society (Robin, 1987). Corporate nowadays do not primarily focus on profits but being society responsible which generates more intangible value. Consumers prefer to be associated with socially responsible cooperates and as a result of this, corporate will allocate response to this area and play a private role. First, the flying of airplanes will adversely affect the global environment (Miyoshi, 2009). Favorable...