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The Danone Case: can a firm combine profits and Corporate Social Responsibility (CSR)?

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documents in English
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case study
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70 pages
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  1. Introduction
    1. Research background
    2. Research problem
    3. Purpose statement
    4. Research question
    5. Project method
  2. Methodology
    1. Project work like a process
    2. The steps to solve a research problem
    3. The qualitative and quantitative methods
    4. Case study
    5. Limtation
  3. Theoretical background
    1. Corporate social responsibility
    2. Corporate social performance
    3. Pyramidal approach
    4. Tripple bottom line
    5. Stakeholder theory
    6. Competitive advantage: Sustainability & business competitiveness
  4. Case study
    1. Profile and history
    2. Bangladesh
    3. DANONE Communities
    4. Communication
    5. How does DANONE take profit advantage of this program?
  5. Analysis
    1. The DANONE corporate social responsibility
    2. The DANONE corporate social performance
    3. How does DANONE apply the Carroll's pyramidal model?
    4. How DANONE deals with the three bottom line model?

First, to hit the high degree of competitiveness, it becomes necessary for the firm to keep the competitive advantage by dealing with new concepts such as the environment, respect of human rights and social activities. Indeed, the traditional factors such as product, price, place, promotion seem to be outdated. To create competitive advantage the firm needs to deal with its image and its values due to the fact that the consumer buying decision is mostly related to the firm's commitment. When a consumer buys a product, he is not only buying the good (or service), but also the brand and its principles.

In the modern days, the company is confronted by a consumer who realizes the negative globalization impacts. The consumers are informed thanks to non-government organizations which denounce the misuse of big companies. For example, thanks to UNICEF, which is fighting for children rights, consumers can be informed about the issue. Moreover, globalization allowed the big firms to develop themselves more by flooding the smaller firms in less developed countries incessantly. The main issue, for the firm, seems to be fusing its profitable and its corporate social responsibility.

[...] However, it could be possible to link indicators of intangible assets and market valuation of the company with a correlation around Conclusion The question is whether or not sustainability and corporate social responsibility contribute positively to the success of a firm, the answer is ?yes'. The sustainability concept is viewed by the shareholder like an investment in a strategic asset or distinctive capability. We can also say now clearly that corporate social responsibility and competitive advantage are linked. Moreover, it became apparent that key internal and external relationships, reputation, capacity to innovate and strategic assets can be improved by the sustainability concept. [...]


[...] That is to say, how Danone manages its social responsibility and profits Limitations One case One of our weaknesses was the fact that we decided to study just one case. Indeed, we realize that, with just one case, it is not enough to generalize our theory to every company. Perhaps, if we did not have a time limitation, we may perhaps have done a comparative study between different companies Data Some of our data came from Danone sources, so maybe the objectivity of these sources can be discussed. [...]


[...] After analysing the Corporate Social Responsibility application in Danone, we will analyse Danone's Social Performance The Danone corporate's social performance Considering the three dimensions of the Corporate Social Performance Model, we can apply it to the Danone case: - Consumerism part: Danone seems to be globally ethical and proactive because it studies the customers and answers their needs. Indeed, the customers want more socially responsible companies. For Bangladesh, Danone takes into consideration the customers, because the products are more nutritive and favor the children's growth. [...]

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