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H&M - En Hållbar Historia?

Engström, Max LU ; Gunnarsson, Fredrik LU ; Broliden, Martin LU and Jansson, Alexander LU (2021) FEKH19 20202
Department of Business Administration
Abstract
For this paper we used Porter's Value Chain to examine H&M throughout a historical perspective. H&M have for many years strived to keep low prices for their customers, which is according to a Cost Leadership strategy. The fundamentals with a Cost Leadership is to always try to minimize costs, and the focus for this paper was then to see how Corporate Social Responsibility (CSR) specifically has been implemented in a company like H&M. Implementing CSR activities is costly, and to investigate if and how this affected H&Ms overall strategy was the starting point for this paper. We used a qualitative case study, with an abductive method. Pattern matching was later used to analyze the material and theories were chosen based on the empirical... (More)
For this paper we used Porter's Value Chain to examine H&M throughout a historical perspective. H&M have for many years strived to keep low prices for their customers, which is according to a Cost Leadership strategy. The fundamentals with a Cost Leadership is to always try to minimize costs, and the focus for this paper was then to see how Corporate Social Responsibility (CSR) specifically has been implemented in a company like H&M. Implementing CSR activities is costly, and to investigate if and how this affected H&Ms overall strategy was the starting point for this paper. We used a qualitative case study, with an abductive method. Pattern matching was later used to analyze the material and theories were chosen based on the empirical material. Central theories besides CSR and Porter's Value Chain such as Shared Value, Knowledge Chain and Value Creation were used. It was clear that in the late nineties H&M felt a need to implement CSR in their activities and have till present day greatly improved their activities to create shared value. However, H&M have continuously been criticized for taking shortcuts in their CSR-work. H&M is known for being a prominent figure for implementing ambitious efforts for CSR, but one might argue that H&M are deliberately careless in some situations in order to save money. (Less)
Please use this url to cite or link to this publication:
author
Engström, Max LU ; Gunnarsson, Fredrik LU ; Broliden, Martin LU and Jansson, Alexander LU
supervisor
organization
course
FEKH19 20202
year
type
M2 - Bachelor Degree
subject
keywords
CSR, Porters Värdekedja, Kostnadsstrategi, Delat Värde, H&M
language
Swedish
id
9039374
date added to LUP
2021-03-09 10:55:22
date last changed
2021-03-09 10:55:22
@misc{9039374,
  abstract     = {{For this paper we used Porter's Value Chain to examine H&M throughout a historical perspective. H&M have for many years strived to keep low prices for their customers, which is according to a Cost Leadership strategy. The fundamentals with a Cost Leadership is to always try to minimize costs, and the focus for this paper was then to see how Corporate Social Responsibility (CSR) specifically has been implemented in a company like H&M. Implementing CSR activities is costly, and to investigate if and how this affected H&Ms overall strategy was the starting point for this paper. We used a qualitative case study, with an abductive method. Pattern matching was later used to analyze the material and theories were chosen based on the empirical material. Central theories besides CSR and Porter's Value Chain such as Shared Value, Knowledge Chain and Value Creation were used. It was clear that in the late nineties H&M felt a need to implement CSR in their activities and have till present day greatly improved their activities to create shared value. However, H&M have continuously been criticized for taking shortcuts in their CSR-work. H&M is known for being a prominent figure for implementing ambitious efforts for CSR, but one might argue that H&M are deliberately careless in some situations in order to save money.}},
  author       = {{Engström, Max and Gunnarsson, Fredrik and Broliden, Martin and Jansson, Alexander}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{H&M - En Hållbar Historia?}},
  year         = {{2021}},
}