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Corporate Social Responsibility as a Strategic Management Tool: A Comparative Case Study Between Yalla Trappan and The Vegan Bar

Owusu Afriyie, Priscilla LU and Twingler, Alexia LU (2017) MGTN59 20171
Department of Business Administration
Abstract
Abstract
Purpose
First, this study aimed to explore the development of CSR as a discourse and theoretical
concept from the 1950’s until today. The purpose of this was to generate insights into how
CSR agendas have changed over time and to better understand where it is today. The
second aim was to better grasp the business-societal dynamics and implications of CSR as a
practice today, so we conducted a comparative case study of two local SMEs.
Methodology
Adopting an exploratory and comparative case-study strategy, CSR as a strategic
management tool was analyzed using a qualitative research design. The empirical findings in
this study arose from the literature reviewed, as well as from the qualitative data collected
through... (More)
Abstract
Purpose
First, this study aimed to explore the development of CSR as a discourse and theoretical
concept from the 1950’s until today. The purpose of this was to generate insights into how
CSR agendas have changed over time and to better understand where it is today. The
second aim was to better grasp the business-societal dynamics and implications of CSR as a
practice today, so we conducted a comparative case study of two local SMEs.
Methodology
Adopting an exploratory and comparative case-study strategy, CSR as a strategic
management tool was analyzed using a qualitative research design. The empirical findings in
this study arose from the literature reviewed, as well as from the qualitative data collected
through purposefully selected companies and interviewees.
Findings: Literature review
CSR has evolved from a normative and moral perspective in the 1950s, shifting to a strategic
CSR perspective in the 1990s. There has been a gradual reversion to the normative moral
ideas of CSR, such as for the social responsibilities and obligations of businesses.
Nevertheless, with the acknowledgement that businesses and society live in symbiosis,
continuously affecting each other, the discourse of CSR has more recently been coupled
with strategy. Businesses also have to actively attend to their stakeholders as there is a
positive association between managing relations with key stakeholders and firm
performance, specifically for SMEs.
Findings: Case studies
Yalla Trappan is a small business focusing on providing work opportunities and employment
for marginalized women in Rosengård, Malmö. The Vegan Bar focuses on serving the vegan
community in Malmö, and its strategy and business operations focus on providing the public
with what is missing, as well as focusing on contributing to a more sustainable future. Both
business models are innovative and value-creation focused businesses, where they have
gained a competitive advantage because of their CSR-oriented business strategies.
Furthermore, we found that Yalla Trappan and The Vegan Bar have adhered to the principle
of shared value - creating both financial and societal value.
Limitations:
The main limitation lies in the fact that of only having studied two SMEs for a short period of
time; we are cautious about drawing overarching generalizations for CSR as a business
management tool in SMEs. We are merely able to shed light on this complex issue. This
thesis is, additionally, built upon our own perceptions and values, and that of our
interviewees. Therefore, this means that the results are subjective to our own
understanding of CSR and what it entails. (Less)
Please use this url to cite or link to this publication:
author
Owusu Afriyie, Priscilla LU and Twingler, Alexia LU
supervisor
organization
course
MGTN59 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate Social Responsibility, Strategy, Stakeholder Management, SMEs and Malmö
language
English
id
8916289
date added to LUP
2017-06-16 09:08:33
date last changed
2017-06-16 09:08:33
@misc{8916289,
  abstract     = {Abstract
Purpose
First, this study aimed to explore the development of CSR as a discourse and theoretical
concept from the 1950’s until today. The purpose of this was to generate insights into how
CSR agendas have changed over time and to better understand where it is today. The
second aim was to better grasp the business-societal dynamics and implications of CSR as a
practice today, so we conducted a comparative case study of two local SMEs.
Methodology
Adopting an exploratory and comparative case-study strategy, CSR as a strategic
management tool was analyzed using a qualitative research design. The empirical findings in
this study arose from the literature reviewed, as well as from the qualitative data collected
through purposefully selected companies and interviewees.
Findings: Literature review
CSR has evolved from a normative and moral perspective in the 1950s, shifting to a strategic
CSR perspective in the 1990s. There has been a gradual reversion to the normative moral
ideas of CSR, such as for the social responsibilities and obligations of businesses.
Nevertheless, with the acknowledgement that businesses and society live in symbiosis,
continuously affecting each other, the discourse of CSR has more recently been coupled
with strategy. Businesses also have to actively attend to their stakeholders as there is a
positive association between managing relations with key stakeholders and firm
performance, specifically for SMEs.
Findings: Case studies
Yalla Trappan is a small business focusing on providing work opportunities and employment
for marginalized women in Rosengård, Malmö. The Vegan Bar focuses on serving the vegan
community in Malmö, and its strategy and business operations focus on providing the public
with what is missing, as well as focusing on contributing to a more sustainable future. Both
business models are innovative and value-creation focused businesses, where they have
gained a competitive advantage because of their CSR-oriented business strategies.
Furthermore, we found that Yalla Trappan and The Vegan Bar have adhered to the principle
of shared value - creating both financial and societal value.
Limitations:
The main limitation lies in the fact that of only having studied two SMEs for a short period of
time; we are cautious about drawing overarching generalizations for CSR as a business
management tool in SMEs. We are merely able to shed light on this complex issue. This
thesis is, additionally, built upon our own perceptions and values, and that of our
interviewees. Therefore, this means that the results are subjective to our own
understanding of CSR and what it entails.},
  author       = {Owusu Afriyie, Priscilla and Twingler, Alexia},
  keyword      = {Corporate Social Responsibility,Strategy,Stakeholder Management,SMEs and Malmö},
  language     = {eng},
  note         = {Student Paper},
  title        = {Corporate Social Responsibility as a Strategic Management Tool: A Comparative Case Study Between Yalla Trappan and The Vegan Bar},
  year         = {2017},
}