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How Can CSR Give a Competitive Advantage in Accordance with the CSR Stage Model? A comparison between the Swedish company MAX and the American company McDonald's CSR strategies

Bönnelyche, Sophie LU and Schönborg, Isabella LU (2020) IBUH19 20201
Department of Business Administration
Abstract
The purpose of the thesis is to analyse how a CSR strategy can create a competitive advantage using the CSR Stage Model in a comparison between MAX and McDonald's. It was found that a majority of consumers value a fast-food restaurant’s CSR work and take that into consideration when choosing between restaurants. Moreover, the survey respondents perceived MAX to be the most sustainable fast-food restaurant. The interviews demonstrated that CSR actions such as recycling, renewable energy and employee education were implemented by both MAX and McDonald’s, whereas other areas were done exclusively by MAX, such as 110% climate compensation. MAX and McDonald’s have both implemented CSR strategies, however it can be concluded that MAX has done... (More)
The purpose of the thesis is to analyse how a CSR strategy can create a competitive advantage using the CSR Stage Model in a comparison between MAX and McDonald's. It was found that a majority of consumers value a fast-food restaurant’s CSR work and take that into consideration when choosing between restaurants. Moreover, the survey respondents perceived MAX to be the most sustainable fast-food restaurant. The interviews demonstrated that CSR actions such as recycling, renewable energy and employee education were implemented by both MAX and McDonald’s, whereas other areas were done exclusively by MAX, such as 110% climate compensation. MAX and McDonald’s have both implemented CSR strategies, however it can be concluded that MAX has done this to a greater extent, as they have reached a higher stage in the CSR Stage Model than McDonald’s. It is demonstrated that companies can attain a competitive advantage when the stage of transformational CSR is reached, due to increased innovation, productivity and flexibility. In addition, it is essential to incorporate multiple dimensions of CSR, people, planet and profit (the 3P’s) in a CSR strategy. The 3P’s in combination with the transformational CSR stage will enable the firm’s CSR strategy to transition from creating a unique selling proposition to creating shared value (CSV). CSV simultaneously creates economic value and societal value, as it increases productivity and innovation within the firm while societal needs are addressed. Thus, the concept of CSV is the key for companies to attain a sustained competitive advantage through a developed CSR strategy. The most significant contribution is for MAX and McDonald’s sustainability managers, as their CSR strategies are investigated, analysed and directly applied to the CSR Stage Model. (Less)
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author
Bönnelyche, Sophie LU and Schönborg, Isabella LU
supervisor
organization
course
IBUH19 20201
year
type
M2 - Bachelor Degree
subject
keywords
Corporate Social Responsibility, Creating Shared Value, Competitive Advantage, MAX, McDonald's
language
English
id
9017817
date added to LUP
2020-06-23 14:33:17
date last changed
2020-06-23 14:33:17
@misc{9017817,
  abstract     = {The purpose of the thesis is to analyse how a CSR strategy can create a competitive advantage using the CSR Stage Model in a comparison between MAX and McDonald's. It was found that a majority of consumers value a fast-food restaurant’s CSR work and take that into consideration when choosing between restaurants. Moreover, the survey respondents perceived MAX to be the most sustainable fast-food restaurant. The interviews demonstrated that CSR actions such as recycling, renewable energy and employee education were implemented by both MAX and McDonald’s, whereas other areas were done exclusively by MAX, such as 110% climate compensation. MAX and McDonald’s have both implemented CSR strategies, however it can be concluded that MAX has done this to a greater extent, as they have reached a higher stage in the CSR Stage Model than McDonald’s. It is demonstrated that companies can attain a competitive advantage when the stage of transformational CSR is reached, due to increased innovation, productivity and flexibility. In addition, it is essential to incorporate multiple dimensions of CSR, people, planet and profit (the 3P’s) in a CSR strategy. The 3P’s in combination with the transformational CSR stage will enable the firm’s CSR strategy to transition from creating a unique selling proposition to creating shared value (CSV). CSV simultaneously creates economic value and societal value, as it increases productivity and innovation within the firm while societal needs are addressed. Thus, the concept of CSV is the key for companies to attain a sustained competitive advantage through a developed CSR strategy. The most significant contribution is for MAX and McDonald’s sustainability managers, as their CSR strategies are investigated, analysed and directly applied to the CSR Stage Model.},
  author       = {Bönnelyche, Sophie and Schönborg, Isabella},
  keyword      = {Corporate Social Responsibility,Creating Shared Value,Competitive Advantage,MAX,McDonald's},
  language     = {eng},
  note         = {Student Paper},
  title        = {How Can CSR Give a Competitive Advantage in Accordance with the CSR Stage Model? A comparison between the Swedish company MAX and the American company McDonald's CSR strategies},
  year         = {2020},
}