Social responsibility in companies
The commitment of the Starbucks company has been to operate with a responsible identity and that generates respect and confidence of customers. This applies globally, generating places of jobs that are desirable and ensure the well -being of workers until customers have access to nutritional information of the product variety offered by Starbucks. The CSR program of the company of Share Planet and focuses on the areas in which this brand has much more influence: responsibility with the environment and integrate the communities, total ethical supply.
1. Sharet Planet composes Starbucks’s commitment to work with people and the planet in a positive way
To do this possible Starbucks obtains only highest quality coffee, achieved agreements with ethical supply initiatives and that the crop is responsible in a responsible manner and using practices responsible, reducing environmental traces and fighting climate change. With this CSR methodology, it also tries to contribute and go to the sectors and communities they reach.
These commitments that are achieved worldwide and have a positive impact on the environment are thanks to all customers to buy coffee in Starbucks. But where the impact of CSR is most identified is on the environmental mission of Starbucks since its worldwide commitment has an environmental leadership role in all business areas and must fulfill several commitments which are:
- A clear understanding of environmental problems and an exchange of information with the partners.
- The development of solutions that are flexible and innovative to generate changes.
- Use products that are ecological in areas of purchase and sale.
- Disseminate responsibility with the environment as a corporation value.
- Sensitize workers and partners about environmental care.
- Share the mission with the partners.
- Be clear that fiscal responsibility is of the utmost importance for environmental future.
two. Describe the characteristics of the areas of development of corporate responsibility
a) Ethics and corporate governance
In this area, it implies how organizations make multiple decisions including several principles for these, objectives and strategy processes. Which these principles are based on belief and ideals that serve as a reference for organizations. Philosophy that included this company where if the company was successful its collaborators the same.
b) Quality of life and labor practices
Within this area and given the example related to the company “Starbucks” we cover policies and practices that are related to the work that takes place in an organization, highlighting the transparency relationships that are generated among those worked through dialogue and based on the respect. Which are included:
- Benefits and compensation.
- Administrative career.
- Personal development and training.
- Environment and working condition (health, hygiene and safety).
- Diversity.
- Healthy life.
- Promotion.
And highlighting such important issues as the proportionality of work and free time highlighting the compatibility of having time with the family.
c) Active participation in the community
This third area corresponds to the actions that the organization takes to mediate their contributions these are resource, time or money, products and services. Including knowledge or others to provide an increase in quality of life and improve the development of populations in which the company is established is in an individual or collective way with other actors.
d) Environment
This area is based on the commitments that the company contracts to favor the environment with an impact assessment in which the company is aware. The damage that their actions can produce and those that can produce the life cycle of their products and services. For these you accompany them several initiatory that decrease these damages and are compensated, these can be:
- Pollution prevention.
- The optimization of natural resources.
- Concern for waste management.
- Decrease emissions.
- Fully clean energy use.
- Awareness and training of the people of the company and the community.
In this case, the company has increased its energy saving and increased its efficiency through a strategy that is based on the renewal of lighting, improvement of air conditioning, possession of read certification in all its new stores, including water savings technology, water savings technology, more ecological vessels, furniture developed with recycled equipment.
e) Value chain
Within this, the bond that the company possesses with the actions that are generated in its value chain are so much with the workers, suppliers, hiring, the clients and others. Which implies all the informative objectives that the company delivers as in the information of what the product, customer service and claims, proper use and what can be their irrigation. Within this, several policies are identified, which are referring to advertising and marketing, the corresponding ethical policies The relationship that the company has with its suppliers can be commercial or anti -corruption.
3. Relate corporate social responsibility as a communication tool with its contribution to corporate reputation, intangible value
- Financial Economic Results: The company is expected to have its economic provision during the time, generating profits. Given the example company that remains in 1971, being a reference point for coffee lovers.
- Commercial offer quality: a 100% quality coffee.
- Internal reputation: it was the first company that offered medical services to its employees where they have endless benefits for its workers.
- Ethics and corporate responsibility: commitments with its suppliers to buy and serve coffee with the highest quality, cultivated with responsible practices and ethical trade.
- Novation: Improvement of air conditioning and machinery, possession of LEED certificates in all its companies.
- International Dimension of the Company: Today is present in 75 countries.
It should be noted when the corporate social responsibility is align with the strategy of the company, which are actions that are parallel and are in the same sense which make them reinforce, it produces that the company be stronger and consistent with its vision and its mission , the main challenge of is to be at the forefront to be anticipated to what will come. Serve as a useful tool and make an effective leap in that need that watches over communication, brand and reputation for the company.
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