What is Corporate Social Responsibility and how could this influence the organizational behavior of “BreadTalk”?
Corporate Social Responsibility refers to a company’s sense of responsibility towards the community and environment in which it operates. Companies express this citizenship through their waste and pollution reduction processes, by contributing educational and social programs, and by earning adequate returns on the employed resources. CSR is also considered as a strategy to create, develop and sustain positive company reputation and brand images.
BreadTalk who owns businesses in China had practiced in CSR programme during one of the world’s most horrifying disasters – the Sichuan earthquake which happened on 12th May 2008. BreadTalk specially created Peace Panda, a Panda Bear shaped bun with four different expressions symbolising the terror of the 7.8 magnitude earthquake as a support to help the disaster. The organisation contributed 100% of the proceeds from sale of “Peace Panda” to the Chinese Embassy and Red Cross Society’s ‘China Earthquake Appeal Fund’.
This Corporate Social Responsibility act demonstrated their innovative way to use their product as a tool to raise fund. It indirectly assists in enhancing the company media coverage and might also leave a deep impression into the heart of its customers as it shows humanity and compassion. With the promotion and advertisement of the “Peace Panda”, it also helps to boost the sales too.
CSR also attract prospective employees. Most employees often prefer to work with companies with similar values and this lead to a better work attitude and greater productivity. Employees’ organisational commitment and job satisfaction may both increase when they realise that not only does the company focus on achieving higher profitability, it also follows appropriate ethical and legal standards.
To conclude, CSR involvement helps create a positive image to an organisation, improving in its financial...
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