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

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

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Abstract

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 Indeed, the traditional factors such as product, price, place, promotion seem to be outdated.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.

Introduction
1. Research background
2. Research problem
3. Purpose statement
4. Research question
5. Project method
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
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
Case study
1. Profile and history
2. Bangladesh
3. DANONE Communities
4. Communication
5. How does DANONE take profit advantage of this program?
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?

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[...] 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. [...]

[...] Chapter Analysis fact is nothing by itself; it has value only by the related idea or evidence it provides.' Claude Bernard 5.1 The Danone corporate social responsibility In order to give an analytical perspective of our project and our topic which is the question to know if Danone can be profitable and socially responsible, it could be interesting to know if Danone really is socially responsible. At first, we can say ‘yes'. Indeed, by taking into consideration it's social, economical and environmental impact activities, we can say that Danone is socially responsible. [...]

[...] With the method of Corporate Social Responsibility and all related theories, the firms can maintain or develop their competitive advantage Competitive Advantage: Sustainability & business competitiveness Sustainability definition The term ‘sustainability' is related to the idea of unspecified long period of time'[22], and it is often used in an environmental framework. In this case, sustainability represents the impact of the humans on the environment and what they can do to protect it. But thereafter, the ‘sustainable' term was used in a lot of contexts and it seems to have been redefined to be convenient to many wishes and requests from people not well informed about the definition of this word. [...]

[...] Can a firm combine profits and Corporate Social Responsibility? Going through the Danone case research, we realized that the firm succeeds to make profits with its social project. The profits of the 1st ‘Danone Grameen Foods' factory in Bogra permitted to open a new factory. Indeed, this opening was made at the end of 2008. That points out the firm was not suffering losses. More than having a positive income, Danone succeeded to distribute a dividend to the ‘SICAV' shareholders. [...]

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