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TABLE OF CONTENTS

1.0 INTRODUCTION ............................................................................................. 1

2.0 ORGANISATION ............................................................................................ 3

2.1 Definition of Organization ............................................................................ 3

2.2 Type of organisation.................................................................................... 3

2.2.1 Profit .................................................................................................... 3

2.2.2 Non-profit Organisation ......................................................................... 7

2.3 TOP FRUITS SDN. BHD................................................................................ 7

2.4 VISION AND MISSION ................................................................................. 9

2.4.1 Vision ................................................................................................... 9

2.4.2 Mission ................................................................................................. 9

2.4.3 Vision and mission of Top Fruits sdn. bhd. .............................................. 9

3.0 STAKEHOLDERS ........................................................................................... 11

3.1 TYPES OF STAKEHOLDERS ........................................................................ 11

3.1.2 INTERNAL STAKEHOLDER.................................................................... 11

3.1.3 EXTERNAL STAKEHOLDER ................................................................... 12

4.0 CORPORATE SOCIAL RESPONSIBILITIES (CSR) ............................................. 14

4.1 DEFINITION OF CSR ................................................................................. 14

4.2 IMPORTANCE OF CSR................................................................................ 14

4.3 EXAMPLE OF COMPANYS THAT HAS MAKE CSR .......................................... 15

5.0 CONCLUSION ............................................................................................... 17

6.0 REFERENCES ............................................................................................... 18


1.0 INTRODUCTION

I am a MATRADE Business Development Officer. As a MATRADE Business


Development Officer, I had been requested by Top Fruits Sdn. Bhd. to guide them in
expanding their business.

In Task 1 (Criteria 1.1), I had to identify and describe the purpose and
ownership of different types of organisation. Then, I will explain in more details
about the business ownership of Top Fruits Sdn. Bhd and the advantages for them in
applying that type of business ownership. I am also will identify and discuss in
details about the mission and vision of Top Fruits Sdn. Bhd.

In Task 1 (Criteria 1.2), I am requested to describe the different stakeholder


groups of the company, their influence on Top Fruits Sdn. Bhd. and their demands
that I think they make on Top Fruits Sdn. Bhd.

In Task 1 (Criteria 1.3), I will explain about the importance of Corporate


Social Responsibility (CSR) activity to the business. I am also will prepare and
propose a CSR activity for Top Fruits Sdn. Bhd. for the benefits to any of their
stakeholders and also to themselves.

The scenario given for this report is about Top Fruits Sdn Bhd. It had started
up as an agricultural paradise business located at Parit Sulong, Batu Pahat, Johor,
Malaysia since 1986. Eventually, it has continuously expand and acquired approx.
300 acres of land for the cultivation of Durian and other exotic fruits such as
Mangosteen, Rambutan & Honey Jackfruit. The Malaysia tropical fruits are well
accepted and in the rising demand by many consumer around the globe.

Their Durian farm has awarded by the SALM (Farm Accreditation Scheme of
Malaysia) certificate, a recognition for strict quality control in agricultural products.
They use only organic fertiliser and minimal amount of pesticides. Their primary
Durian trees are over 20 years old and produce durians of high grade quality
includes D-197 (Mao Shan Wang), D24, D13, D101, Kim Hong and Durian Mas. Top
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Fruits is a fast growing local exporter of various tropical fruits. They are one of the
pioneer exporters of Malaysia Durian and Honey Jackfruit in the region.

Besides, they also export Mangosteen fruit which is known as Queen of


Fruits, it is recognised for its high antioxidant and medical features. While the
Rambutan and Honey Jackfruit is well-known for its juicy and sweet honey taste for
Jackfruits which makes them a popular tropical fruits among fruit lovers in most
regions.

Top Fruits Sdn Bhd has the state-of-art factory facilities; which has achieved
the HACCP and GMP certified standard, this achievement propelled us to maintain
our high standards in quality. To ensure Top Fruits continuously deliver highest
quality fruits and downstream products, we strategically built our factory close to the
plantation. This is to ensure that fruits harvested can be efficiently & effectively
transported to the factory for further processing, cleaning and packing to ensure
freshness is preserved. Having our factory close to our plantations also helps reduce
operating costs which translate to lower prices to our consumer benefits.

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2.0 ORGANISATION

2.1 Definition of Organization

According to Business Environment module, an organisation is an


arrangement of people, pursuing common goals, achieving results and
standards of performance.

According to Business Dictionary, organisation is a social unit of people


that is structured and managed to meet a need or to pursue collective
goals. All organizations have a management structure that determines
relationships between the different activities and the members, and
subdivides and assign roles, responsibilities, and authority to carry out
different tasks. Organizations are open system; they affect and are
affected by their environment.

According to Louis A. Allen (1958), Organisation is the process of


identification and grouping the work to be performed, defining and
delegating responsibility and authority and establishing relationships for
the purpose of enabling people to work most effectively together in
accomplishing objectives.

Based on my understanding, organisation is a group of people who are well


structured and they are required to fulfil the objectives and the organizational goals
of the company. They are cooperate, collaborate and working together in the
company to achieve what they want.

2.2 Type of organisation

There are two types of organisation which are profit organisation and non-profit
organisation.

2.2.1 Profit

Profit organisation can be defined as any business entity or association which


is their primary objective is to making money and gaining more profit and
maximizing the wealth of the owners. They operate for earning more profit to the

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owner. The start-up findings is from the sole proprietorship, partner or from their
shareholders and stockholders. The main source of this organization is revenue from
the sale of goods or services. The four main types of profit organisation are sole
trader, partnership, private limited company and public limited company.

2.2.1.1 Sole trader

A sole trader or also known as sole proprietor is a business that is owned by


one person only. It may have one or more employees or workers. The owners get all
profits and manage all the business debts itself. The control of the business is totally
control by the owner itself. The decisions about the business are made by the
owners without being consulting by anyone else. It is because sole trader has
control all over of the business. The success or the failure of the business is depends
on how the owner make the decision. The business is cheap to start up because only
a small amount of capital needed to be invested by the owner. It is also easy to start
up because no formal legal paperwork is required to from the business. They are not
taxed as a separate business entity. The liability of this business while operating is
unlimited. For example, if the company faces a lawsuit and does not have any
sufficient assets to cover a judgement, he/she can be forced to sell personal assets
such as home, automobiles to cover business debts or can lose all of them. Sole
trader also has a direct relation with his customer. If the owner wants to transfer the
ownership, he has to sell the entire business to another owner. The examples of sole
trader are hairdressers, plumbers, photographers, and etcetera.

2.2.2.2 Partnership

Partnership is the business that is owned by two or more owners of the


enterprise. The partners must not be more than twenty partners. There is no
separate legal existence. The firm and the partners are one and the same. No firm
can exist without partner. They are not taxed as a separate business entity. There
must be an agreement among the partners. This is the most important
characteristics on the partnership. Partnership cannot be formed without agreement.
The business must be carried or managed by all of the partners. The profit gained in
the business must be distributed among the partners according to agreed

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proportion. The business is conducted by all the partners. The liability of this
business is unlimited. All the partners are legally liable for debts and can be sued.

2.2.1.3 Private Limited Company

Private Limited Company is the business which is held by a few individuals


privately having separate legal entity. It is often a small business such as an
independent retailer in a market town. Shares do not trade on the stock exchange.
It can acquire assets, go into debt, enter into contracts, sue or be sued in its own
name and has a perceptual succession until the director and shareholders decide to
dissolve the company.

According to SME Corporation, In Malaysia, the most common types of


limited companies is those limited by shares. These companies are incorporated and
governed by the Companies Act, 1965. Companies limited by shares will carry
Sdn Bhd, Sendirian Berhad behind their names according to Section 22(4) of the
Act.1

The minimum amount of members (shareholders) of the private limited


company is two and the maximum numbers is fifty. It is a legal business entity that
offers limited legal protection for shareholder sand place restrictions on shareholder
ownership. There are three restrictions a private limited company has which are in
place to protect shareholder investment and prevent a hostile takeover.

The shareholders cannot sell or transfer their shares without first offering
them to other shareholders in the company. Shareholders must approve sale or
transfers of shares. This protection prevents any hostile takeover by a shareholder
or outside entity.

Shareholders cannot offer their shares to the general public on a stock


exchange. This not only protects against a hostile takeover, but it also protects the
value of company shares from association with the stock market.

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http://www.smeinfo.com.my/index.php?option=com_content&view=article&id=892&Itemid=894
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Finally, the number of shareholders is restricted according to the company
bylaws. Typically, a private limited company has no more than fifty
shareholders. This is the balance to the hostile takeover and prevents dilution of the
company stock across too many portfolios. Limiting the shareholders keeps the
company manageable from a shareholder perspective making it easier to meet the
first two characteristics.

Unlike sole trader, the liabilities of its members are limited to the amount of
shares they hold in the company. There is separation between the owners and its
personal assets. If the companys failed to pay their debts, the creditors will not be
able to go after the personal assets.

2.2.1.4 Public Limited Company

Public Limited Company is the legal designation of a limited liability company


which has offered shares to general public and has limited liability. Their stock is
offered to the general public and can be acquired by anyone, either privately, during
an initial public offering or through trades on the stock market. A public limited
company is usually a large, well-known business. This could be a manufacturer or a
chain of retailers with branches in most city centres. Shares trade on the stock
exchange.

The ability to sell shares to the public is very important to these companies
because it provides them with a source of capital to fund growth. The additional
revenue can be generated through additional offerings, which involve the creation
and sale of new shares within the marketplace.

There are many advantages of a public limited company. The shareholders


have limited liability. It also can raise additional capital by issuing more shares or
debentures to the society. Their borrowing power is also greater. Shareholders also
can sell or transfer their shares freely.

As always there are some disadvantages to being a public limited company.


Once the company listed on a stock exchange, the company is likely to have a much
larger number of external shareholders, to whom company directors will be

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accountable. There are lot of legal formalities required for forming a public limited
company. It is costly and time consuming.

In order to protect the interest of the ordinary investor there are strict
controls and regulations to comply. These companies have to publish their accounts.
The original owners may lose control. Public Limited companies are huge in size and
may face management problems such as slow decision making and industrial
relations problems.

2.2.2 Non-profit Organisation

Non-profit organisation can be defined as any business entity, association or


other voluntary organizations which is more focusing to help community and people.
They operate for serving the society as a whole. The start-up findings is from their
members, trustees or others who do not expect any repayment or any profit. The
main source of this organisation is from donations, subscriptions and fees.

2.2.2.1 NGO

Based on Business Dictionary, Non-Organization profit or also known as NGO


refers to private sector, voluntary (and usually non-profit and non-sectarian)
organization that contributes to, or participates in, cooperation projects, education,
training or other humanitarian, progressive, or watchdog activities. Some of them
are accredited by the UN, and some collect donations for distribution among
disadvantaged or distressed people. Major worldwide NGOs include International Air
Transport Association (IATA), and World Wildlife Fund (WWF). Most of the non-
governmental organizations (NGOs) are non-profit organization.

2.3 TOP FRUITS SDN. BHD.

Top Fruits Sdn. Bhd. is more focusing on selling frozen and fresh fruits such
as durian, mangosteen, lime and jackfruits in the Malaysia and to the overseas. The
business ownership for Top Fruits Sdn. Bhd. is private limited company. The
meaning of private limited companies is that the liabilities of its members are limited

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to the amount of shares they hold in the company. For example, if Mr. Tans shares
in a Sdn Bhd amounted to RM10,000.00, and he has fully paid for the shares, in
general, he has no further liability with regards to the Sdn Bhd concerned.

Based on SME Corporation, in Malaysia, the most common type of


limited companies is those limited by shares. These companies are
incorporated and governed by the Companies Act, 1965. Companies
limited by shares will carry Sdn Bhd, Sendirian Berhad behind their
names according to Section 22(4) of the Act. Behind the name of Top Fruits
Sdn. Bhd. company, there are Sdn. Bhd. This proved the type of business ownership
for Top Fruits Sdn. Bhd. is private limited company.

There are many advantages for Top Fruits Sdn. Bhd. being a private limited
company. For example is limited liability. Top Fruits Sdn Bhd is treated as single
entity, making it responsible for all of the debts. If anything happens to Top Fruits
Sdn. Bhd., the members of Top Fruits are not personally affected because members
are only liable for unpaid shares.

Another advantage is tax advantage. Top Fruits Sdn. Bhd. enjoys tax
advantages in addition to limited liability. They pay corporation tax on their taxable
profits and tend to be exempt from higher personal income tax rates. Forming a
company instead of continuing as a sole trader or sole proprietor opens the door to
more tax-deductible costs and allowances redeemable against profits.

Next advantage is the finance and resources of Top Fruits Sdn. Bhd. When
more resources or large-scale production is necessary, forming a private limited
company protects the interests of lenders. With adequate funding, Top Fruits Sdn
Bhd can produce goods at a lower cost, thus increasing profits and customer
satisfaction. Furthermore, the future of the business becomes more secure.

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2.4 VISION AND MISSION

2.4.1 Vision

According to Business Dictionary, vision can be defined as an aspirational description


of what an organization would like to achieve or accomplish in the mid-term or long-
term future. It is intended to serves as a clear guide for choosing current and future
courses of action.

Based on my understanding, vision can be defined as the company set up the stage
for successful marketing strategies.

2.4.2 Mission

Mission describes the organisations basic function in society, in terms of the


products and services it produces for its clients. (Mintzberg, n.d.)

Based on my understanding, mission is the core purpose of the company why they
operate and usually the mission is related with their stakeholder. It outline the
specific role that the organisation plas to fulfil within society in the long time
duration.

2.4.3 Vision and mission of Top Fruits sdn. bhd.

Vision: To make Top Fruits the number one brand choice for every family
and to promote Top Fruits as good fruits, enriched life, an ideal brands
choice for every family.

Based on the vision of Top Fruits Sdn. Bhd on its website, their vision is
focused more to customers. To make Top Fruits the number one brand choice
for every family. They want to make their products which are mostly fruits and
frozen fruits as the most choices to every family. Top Fruits as good fruits,
enriched life, an ideal brands choice for every family. They also want to gain
trust from their customers that their fruits is good, fresh and healthy and also can
enriched their customers life. Besides, Top Fruits Sdn. Bhd. intentions is to make

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their products is the number one brand choices compared to other manufacturer of
fruits to the society.

Mission: Our aim is to offer products and service of exceptional quality to


our customers. At Top Fruits Sdn Bhd, we strive to continually improve in
term of product development as well as customer service to better assist
our clients.

Based on the mission of Top Fruits Sdn. Bhd., they focused more to
customers and their employees. Our aim is to offer products and service of
exceptional quality to our customers. This mission stated that their main
purpose in the long time duration is to offer the tip top products and services to
their customers. They also want to make sure they will have a good customer
relationship management between them and the customer. We strive to
continually improve in term of product development as well as customer
service to better assist our clients. They also work harder in improving their
product development of their product such as Research and Development (R&D) to
fulfil customers needs and wants and customers satisfactions. Their mission also
focused to their employees to provide a good customer services to their customers
in helping their customers.

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3.0 STAKEHOLDERS

A stakeholder is a party that has an interest in a company, and can either


affect or be affected by the business. The primary stakeholders in a typical
corporation are its investors, employees and customers. However, the
modern theory of the idea goes beyond this original notion to include
additional stakeholders such as a community, government or trade
association. (Investopedia)

People or small groups with the power to respond to, negotiate with, and
change the strategic future of the organization' (Eden and Ackermann 1998:
117)

'Any group or individual who can affect or is affected by the achievement


of the organization's objectives' (Edward, 1984)

Based on my understanding, stakeholder is any group or individual or


organization who that can affect or be affected by the company or the business
itself. They are anyone who are interested in a business. Stakeholders play an
important role in the development and the ultimate success of an organization.
Stakeholders are different from shareholders. Stakeholder is usually involved in
companys corporate social responsibility. There are two types of stakeholder which
are internal stakeholder and external stakeholder.

3.1 TYPES OF STAKEHOLDERS

There are two types of stakeholders which are internal stakeholders and external
stakeholders. Stakeholders include owners, managers, workers, customers,
suppliers, lenders, community, employees, competitors, government and etcetera.

3.1.2 INTERNAL STAKEHOLDER

Internal stakeholder can be defined as the individual and parties that are the
part of the organization. They are the primary stakeholders in a business. Internal
stakeholders include employees, owners, board of directors, managers, investors

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and etcetera. I will discuss two internal stakeholders who give influence on Top
Fruits Sdn. Bhd. and the demands that I think they make on Top Fruits Sdn. Bhd.

As example, the employees or the workers of Top Fruits Sdn Bhd. They also
give impacts or influences to the company. They can influence the success of an
organization by their productivity and their efficiency in the job, and their day-today
task. The demands they make on Top Fruits Sdn. Bhd. is about salary. Employees
are concerning about their salary. One of the reasons they are working at Top Fruits
is because they want to get money. Their demand is also to upgrade the quality of
themselves so that they can improve their quality of work in the company. They may
request for motivation, proper training or empowerment to help them deliver a
better customer experience. They also demand for bonus or reward if the company
gain high profit towards the sale.

Another internal stakeholder is supplier. As example, suppliers can decide


whether to rise up their price or not to Top Fruits Sdn Bhd. If the suppliers rise up
their price, it will give effect to the companys profit. Suppliers realibility also can
affect production. For example, if the orders do not arrive on time, finished goods
may not be ready for their customers. They also can change their credit terms which
can affect the cash flow of the company. Suppliers demand is they want Top Fruits
Sdn. Bhd. continue to buy their products. In providing goods and services to a
business, suppliers hope to secure income and profit. The need to supply their
products and services to a business makes them dependent on the continued
success of the firm.

3.1.3 EXTERNAL STAKEHOLDER

External stakeholders refer to the parties or groups that are not part of the
organization but get affected by its activities. They are also highly affected by the
decision-making process that had been made by the organization. They are the
secondary stakeholders in a business. External stakeholders include suppliers,
customers, creditors, clients, intermediaries, competitors, society, government and
etcetera. I will discuss two external stakeholders who give influence on Top Fruits
Sdn. Bhd. and the demands that I think they make on Top Fruits Sdn. Bhd.

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As example, the customers of the fresh fruits and frozen fruits that had been
produced by Top Fruits Sdn Bhd. They give a very big influence to the company.
Customer is the king and customer is always right. If the customer is satisfied with
the product, they will recommend it to their associates or repeat purchases. In order
to fulfil customers satisfaction towards their product, they need to produce a high
quality product (fresh fruit and frozen fruit). The core to do a business is to gain
profit. So, Top Fruits should sell their products with reasonable price. Due to buyers
demand who want to get high quality product, Top Fruits should not sell their
product at higher price. If the price is too much higher, the number of customers will
reduced and this can give big influence to that company. Customers demand to the
company is they want to get the high quality product which is fresh fruit and frozen
fruit at reasonable price.

Next stakeholder is government. Top Fruit Sdn Bhd is guided and controlled
by government rules and regulations like the company has to pay taxes to the
government. Government can influence Top Fruits Sdn. Bhd. by introducing new
laws that can give affects to the operation of the business. Governments demands
to Top Fruit Sdn Bhd may be the tax such as tax revenue and etcetera. They also
demand for the job and employment that available for suitable employees. They
want to see Top Fruits Sdn Bhd become successful. It is because they want to
ensure that both jobs and tax revenue are maintained.

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4.0 CORPORATE SOCIAL RESPONSIBILITIES (CSR)

4.1 DEFINITION OF CSR

Corporate social responsibility, often abbreviated "CSR," is


a corporation's initiatives to assess and take responsibility for the
company's effects on environmental and social wellbeing. (Investopedia)

CSR can be defined as company's sense of responsibility towards the


community and environment (both ecological and social) in which it
operates. Companies express this citizenship through their waste and
pollution reduction processes, by contributing educational and social
programs, and by earning adequate returns on the employed
resources. (Business Dictionary)

Based on my understanding, CSR is the activities that the organizations do to


gain a positive image towards their company and to maintain the relationship
between the organization and the stakeholders and the society.

4.2 IMPORTANCE OF CSR

There are many importance to the organization when the organization applying
Corporate Social Responsibilities.

Firstly, they can improve their business reputation and standing and also give
positive image about their organization. Applying social responsibility will encourage
the organization to act ethically and consider about other stakeholders. Organisation
also will find ways and make improvement in their services and products that
actually can deliver benefits for the community.

Next benefit is the company can enhance their relationships with their
customers. A strong corporate social responsibility framework is essential to build
and maintain trust between the company and the customers. It can strength ties,

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build strong relationships both of them. For example, they can partner with no-profit
organization by supporting their public value outcomes because their funding is
limited because the organization is not for gain profit.

Another benefit is CSR can give the employees the feeling of happiness when
they are making CSR activity. CSR activities can strengthen the bond between the
employees who work together in the organization. This can make the bonding
between them become more stronger and they can be a good friend. When the
company start doing CSR activity, people will start believing in your brand and they
will start to trust your products created by you. The positive world of mouth can help
the company generate more revenues.

4.3 EXAMPLE OF COMPANYS THAT HAS MAKE CSR

Starbucks is the example for the company who make CSR. Starbucks has
high corporate social responsibility performance in addressing the interests of
most of its stakeholders. The company satisfies most of the concerns of
stakeholder groups like customers, employees, suppliers, the environment,
and investors. (Andrew, 2017)

Starbucks has 8,000 stores, in 34 countries that sell to 30 million customers


each week (Starbucks Coffee, 2004, 2010). Their mission is to provide the highest
quality coffee in an environment that is consistent worldwide and support the
sustainability of their farmers.

Starbucks could be considered accommodating and even proactive in their


responsibilities to stakeholders. They purchase coffee in 20-30 countries per year, as
their buying agents spend 240/365 days per year on the road searching for the best
coffee farms and developing relationships with customers (Starbucks Coffee, 2004,
2010).

Starbucks focuses on Ethical Branding and utilizes CSR principles to create


programs such as CAF Practices to ensure the sustainability of their suppliers

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through investing in the relationships and therefore developing an ethically
recognized brand. CAF Practices is a combination of goals and standards that
Starbucks and Conservationists International created to support sustainability and
improved growing practices for coffee farmers that supply Starbucks (Starbucks
Coffee, 2004, 2010).

It involves mutually agreed upon fair pricing, economic transparency, socially


responsible buying, and environmentally friendly expectations. These standards
protect the farmers business and ensure that Starbucks can support their ethical
branding with practices that respect the environment. This set of standards is
monitored by a third party and attempts to deal with the crises faced by many coffee
farmers due to overproduction. Farmers are failing due to some countries
overproducing coffee and others producing and exporting coffee that were not in the
market 15 years ago (Starbucks Coffee, 2004, 2010).

Starbucks builds and maintains relationships with stakeholders in many ways.


They work to provide resources for the farmers community such as education,
building schools and supplying teachers. They work with the local government to see
where there are needs for that region. They even have an agronomist for their Costa
Rican region, supporting farmers and showing a presence with a Farmers Support
Center. (Starbucks Coffee, 2004, 2010)

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5.0 CONCLUSION

In a nutshell, business environment give big impact and influence to the Top
Fruits Sdn Bhd itself. It is very important for every organisation to understand their
business environment.

Corporate Social Responsibility also contributes in the organizations business


growth. At the same time it is very necessary for Top Fruits Sdn Bhd. to make a
friendly environment with the rest of stakeholder in course of their expectation. It
may also help identify whole new markets that can successfully target. Every
company has to face the uncertainty; they should be well prepared for all possible
uncertainty with considering difficult business environment.

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Top Fruits Sdn Bhd website. (n.d.) Retrieved from: http://topfruits.com.my/index.php/about/

Eden, C. and Ackermann, F. (1998) Making Strategy: The Journey of Strategic


Management, p117, London: Sage Publications.

Organization. BusinessDictionary.com. Retrieved from BusinessDictionary.com website:


http://www.businessdictionary.com/definition/organization.html

Allen, L. A. (1958). Management and organization: Louis A. Allen. New York: McGraw-Hill.

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Eden, C. and Ackermann, F. (1998) Making Strategy: The Journey of Strategic


Management, p117, London: Sage Publications.

Freeman, R. E. (1984) Strategic Management: A Stakeholder Approach, p46, Boston, MA:


Pitman

Andrew Thompson (2017, Jan 31) Starbucks Coffees Stakeholders: A CSR Analysis.
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Starbucks Coffee. (2004, 2010). International Business and Social Responsibility at


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http://www.businessdictionary.com/definition/vision-statement.html

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http://www.businessdictionary.com/definition/mission-statement.html

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http://www.businessdictionary.com/definition/corporate-social-responsibility.html

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