Abstract
CSR practice is an essential factor in the advocacy for public relations among organizations. However, different institutions use CSR initiatives for distinct purposes, thus the significance of defining the vital objectives. On the one hand, companies such as Johnson & Johnson and Ford Motor show commitment to promoting sustainability under dynamic gradients. On the other hand, Washington Post offers CSR based on the provision of authentic and genuine information. Genuity and propaganda significantly impact the trickle-down of benefits among the relevant stakeholders. Therefore, managerial teams are responsible for establishing core objectives and action plans promoting share value as an emblem of sustainable growth and development.
Introduction
Since the advent of technology and its advancement, the evolutionary pace has intensified across the global human population. The change in preferential baselines fostered dynamic consumer behavior. Digital Marketing Institute (2021) establishes that a significant percentage of millennials and Generation Z appreciate the involvement of organizations and brands in socially-based activism. The engagement in supporting particular concepts, such as gender equality and environmental sustainability, aptly influences the personnel’s purchasing and loyalty alignments. Ideally, researchers offer an in-depth overview concerning the impact of corporate social responsibility (CSR). However, it is vital to assess to intersectionality between CSR and commercialization baseline. This study focuses on exploring three distinct CSR activities from different organizations. The intensified business competence renders the significant use of CSR as an authentic endeavor of promoting sustainability or as propaganda for a firm’s competence outlier.
Analysis
Corporate Social Responsibility
Different companies use dynamic approaches in implementing CSR programs based on core objectives. It is the responsibility of executive teams in organizations to coordinate toward developing a sustainable and systemic CSR initiative that elevates the trickle-down effect of the accrued benefits. Notably, the comprehension of the CSR concept features distinctive perspectives across various institutions. According to Magd and Karyamsetty (2021), the majority of domestic and international firms focus on the necessity of CSR as a plastic endeavor to boost brand image. In this case, organizations adeptly engaged in social-based activities during the COVID-19 pandemic to demonstrate commitment to sustainability. However, institutions focus on acquiring a positive public image and influencing customers’ purchasing decisions. Primarily, the business competence intensification affected the authentic essence of CSR projects under the sustainability gradient but as a pillar to enhancing competitive advantage.
There is a significant interdependent relationship between the evolution of CSR initiatives and corporate management change in a different spectrum. Over the decades, organizations focused on the necessity of implementing programs enhancing shared value between institutions and society. Latapí Agudelo et al. (2019) articulate that before the intensified enterprise competition and globalization effect, companies focused on providing services based on improving the trickle-down impact of the benefits. However, the sequential change in strategic management steered the profound alteration in the CSR practice. Therefore, firms intersected the significance of the profit gain from the concept that overrides the vital aspect in promoting the exchange of beneficial outliers. Ideally, CSR is an overview of the effect of commercialization across institutions locally and globally.
Over the decades, the intensification of the level of technological advancement fostered an increase in business competency. As a result, social responsibility emerged as a determinant factor distinguishing businesses. In a research study by Bajramovic et al. (2021), the researchers establish that implementing corporate social responsibility boosts business performance. The researchers further argue that the strategy fosters the optimal participation of all stakeholders toward accomplishing a common goal elevating the trickle-down benefit. An excellent example is incorporating a team-building activity involving the cleaning of the shopping center off the dirt. It is a practice that fosters the organization’s positive image while empowering the employees with the connectivity to form relationships and market the products and services.
Technological advancement fostered the efficient flow of information globally, rendering the emergence of a global village. Stojanovic et al. (2020) indicate an interdependent relationship between social responsibility and employees’ performance in an organization. The researchers further argue that implementing a social responsibility initiative determines the workers’ pride to associate with the company and improves the level of commitment. On the one hand, intensifying the workers’ performance reflects the customers’ reviews and loyalty to the organizational culture (Gould et al., 2020; Ikram et al., 2021). On the other hand, employees’ loyalty to the organization features through the efficiency of the social responsibility program. Corporate social responsibility is a multifaceted phenomenon that influences the decision-making process among all stakeholders concerning aligning their loyalty.
The performance of a company depends on the output of the employees hence the significance of boosting their welfare for optimal results. Reiter and Tzafrir (2021) postulate that collaborations in such activities as social responsibility render a prominent sharing of knowledge and experiences among employees. Progressive growth and development among workers foster satisfaction and retention within an organization. According to the researchers, attaining additional knowledge and expertise promotes job satisfaction, while the quality of relationships with colleagues influences loyalty and retention (Reiter & Tzafrir, 2021). In this case, it is vital to intensify the frequency of the collaboration activities mainly because of the trickle-down benefit. A high turnover rate within an organization leads to increased costs due to the time and financial resources used to train and recruit new employees. Therefore, it is crucial to establish dynamic collaboration activities that elevate relationships among employees, both outbound and inbound.
Corporate Social responsibility features a multiplicity of activities implemented by an organization to foster sustainability. Mitev (2019) postulates that the utilization of ethics in business practice eliminates illegal trades such as selling poor-quality products. In a different spectrum, the researcher argues that it is vital to establish the relative initiatives that promote social growth and development, such as corporate social responsibility. According to Mitev (2019), corporate social responsibility spans dynamic activities such as coordination, the maintenance of good relationships, and the provision of safe working conditions. Social responsibility is a management practice that emerges as a competitive advantage for organizations while being recognized as a sustainable entity.
Propaganda
Propaganda refers to the sharing of biased information to promote a different agenda under the guise of a positive spectrum. One of the optimal demonstrations of CSR initiatives is the advocacy to engage in social activities to improve the well-being of people. China is one of the leading tobacco producers and consumer markets internationally. Fang et al. (2020) noticed that Chinese-based tobacco companies use indirect markets behind the practice of CSR. Direct tobacco marketing is prohibited, but the government allows the contribution to society through dynamic perspectives. Therefore, the firms focused on providing learning aids in schools based on the sponsorship concept. Although the majority of the students benefit from the program, Fang et al. (2020) indicate that it is a form of indirect marketing. The engagement between the organizations and the young population fosters awareness concerning tobacco products and their availability to the people. As a result, the institutions use CSR as propaganda for indirect marketing of the products and services to a potential clientele base.
Findings
Johnson & Johnson Corporate Social Responsibility
After the advent of the COVID-19 pandemic, the organization was tasked with the duty of providing an effective vaccine. In a video clip by Brunswick (“Health for humanity” 2021), the CEO articulates that the core value of the institution enshrines advocating for sustainable activities and intensified health index. On February 27th, 2021, the chief executive officer announced that the U.S Food and Drug Administration Authority had authorized the distribution of the vaccine across the global population (Brunswick, 2021). Johnson & Johnson company committed to the supply of medication at not-for-profit transactional value with the aim of boosting the recovery from coronavirus disease. The press conference aptly demonstrates the institution’s genuine efforts toward promoting sustainability under the spectrum of advanced healthy living. Apart from the press conference, Johnson & Johnson aptly shows commitment to CSR practices based on the establishment of a regulatory framework steering the implementation process.
The incorporated CSR initiated by Johnson & Johnson features optimal genuity mainly because of the focus on improving the community’s well-being. According to Digital Marketing Institution (2021), Johnson & Johnson focuses on the vital pillars of sustainability. One of the CSR projects involves steering safe drinking water for communities by using wind power, hence reducing the reliance on overexploitation of non-renewable energy resources. The sustainability concept renders the necessity to implement alternative aspects in enhancing the paradigm shift from non-renewable to renewable natural resource use for energy production (Ruia et al., 2018). The authentic value of CSR by Johnson & Johnson is affirmed based on the commitment to establishing committees that promote sustainable growth and development.
One of the crucial initiatives to boost a sustainable and positive public image for the Johnson & Johnson institution is developing a governing CSR constitution. Johnson & Johnson Private Limited (2022) indicates that the core pillars of advancing social welfare focus on the vulnerabilities in a community. The essential factors within society include women’s and children’s health, medical care workforce, and livelihood capacity. Ideally, the distinctive factors contribute to the core aspect of enhancing an effective CSR program. The organization further affirms its commitment to the process based on the apt definition of associative activities. The coordination among the stakeholders demonstrates the significance of promoting equality and a healthy index among their counterparts.
Johnson & Johnson utilizes innovative approaches to elevate productivity from CSR programs. In this case, Johnson & Johnson Private Limited (2022) affirms the adept consideration of improving treatment efficacy among the sick by exploiting technological resources for better alternatives. Notably, the authors establish that some advancements through innovative spectrum engulf intensifying awareness concerning HIV/AIDS, COVID-19 pandemic, medication of lifestyle diseases, and mental health index among Indian residents. The organization’s community responsibility involves contributing to disaster relief and participating in the development programs. As a result, the diversity of CSR activities by Johnson & Johnson Private Limited indicates the core foundation of its genuine commitment to amplifying sustainable growth and development.
The effective implementation of an action plan features a profound enactment and follow-up process. Therefore, Johnson & Johnson Private Limited (2022) developed a functional framework enhancing the vital necessity of CSR practices. An excellent example is the India Community Impact Charter’s development, which maps the vulnerable sectors and social issues demanding immediate attention. As a company in the Pharma industry, the organization implements policies that render the intensification of affordable and available medical care for the dynamic communities in India. The mainframe further ensures the proficient consideration of follow-up to ensure the alleviation of the identified problem. Therefore, the procedural baseline is profoundly attributed to the eligibility of Johnson & Johnson company as an institution committed to promoting individuals’ welfare and healthy living.
Johnson & Johnson focuses on the investment of social capital without expecting a profit. According to Johnson & Johnson Private Limited (2022), the institution commits to the change initiative without relying on acquired benefits. Apart from the independent engagement in the programs, the institution establishes core interdependence based on the apt overview of partnerships to improve the capacity in the implementation aspect. As a result, the main role of the affiliations involves providing technology, information, and financial support to the company to restructure the CSR for better and sustainable outcomes. One of the key approaches involved coordination with firms from different sectors during the investment in wind power production to steer the distribution of safe drinking water for societies globally. The corporate intersects the dynamic ethical and moral values as a foundation for decision-making among employees and managerial teams on CSR initiatives.
Ford Motor Company Corporate Social Responsibility
In a video addressing concept of sustainability, Ford Motor showcases its determination to alleviate significant carbon emission through the introduction of electric cars. NBC News (2021) reports that the core mandate of the managerial team entails the focus on promoting sustainability through innovative technology during the manufacturing of cars. Ford Motor Company won the gold medal award for the internationally recognized corporate sustainability by the World Environment Centre in 2020. According to the newsroom by World Environment Centre (2020), Ford Motor Company shows apt commitment to environmental sustainability based on the incorporation of core initiatives, such as a change in the organizational culture and innovation to alleviate adept carbon emission among the manufactured vehicles. There is profound genuity from the press conference mainly because of the institution’s commitment to elevating its dedication to reducing carbon footprint based on distinctive investments. Mich (2021) establishes that in the November 4th 2021, press conference by Ford Motor, the management affirmed its adherence to the Paris agreement and optimal implementation of electrification of vehicles. There is a significant action plan layout and investment portfolio for the Ford Motor Company in implementing CSR projects promoting sustainability.
Ford Motor Company is one of the automobile firms that prominently advocate for sustainability based on reducing carbon footprint. According to Digital Marketing Institution (2021), the management allocated $22 billion for the electrification of vehicles with the aim of enhancing a healthy living environment. In a statement from the corporate officials, it is noted that at least 95% of the carbon emissions emanate from cars, thus the importance of incorporating measures to alleviate the issue (Digital Marketing Institution, 2021). The CSR initiative fosters an overview of Ford’s commitment to the advocacy for pollution-free surroundings. Ford Motor’s investment in CSR is genuine mainly because of the focus on essential shared value against the capital-intensive gradient. Apart from promoting reduced carbon emissions, the organization established a program that enhances global pay equity for the workers. Notably, the CSR practice spans the adept mainframe on sociological factors influencing the standard distribution of benefits.
The Washington Post Corporate Social Responsibility
In a press release by the Washington Post, its penetration of Tik Tok platform is a form of CSR propaganda. The Dave Jorgenson’s interview concerning his role in Tik Tok as a Washington Post employee demonstrates the controversial overview regarding the commitment as a CSR project (Fox 5 Washington D.C, 2022). The interviewee agrees that the core factor entails attaining popularity and relevance. Meek (2021) establishes that although the company celebrates attaining one million followers, the intent of the CSR is aligned to the increase in profit margin through the mainstream media based on the acquisition of a competent market position. The CSR project is propaganda promoting indirect marketing for the institution to the niche clients on the Tik Tok social media platform.
Since the emergence of social media platforms, print media has been one of the sectors significantly affected. In this case, the Washington Post encountered apt challenges based on acquiring and retaining competent market share. One of the vital quotients in business practice involves the provision of relevance based on the shared value. Despite the focus on providing quality and updated news, the organization faces the hurdle of achieving the vital goal of competence and profitability. In the Digital Marketing Institution (2021) report, the Washington Post implements a CSR program based on the provision of quality information to the Tik Tok market baseline. Although it is an initiative that improves the accessibility of authentic details on a topical issue, the practice optimally fosters indirect marketing to the corporate’s competence. As a result, the CSR practice by the Washington Post is a controversial outlier due to the focus on prominent popularity across one of the highly used social media channels. The action plan lacks an in-depth overview and relation to the sustainable development goals akin to the commitment by Ford Motor and Johnson & Johnson Companies. Primarily, the executive team’s mandate is to establish the core ethical and moral values that boost the interdependence between consumers and producers.
Comparison
There is a significant contrast and similarity based on the CSR implementation program among the three institutions, Ford Motor, Johnson & Johnson, and Washington Post. On the one hand, Ford Motor and Johnson & Johnson are aptly recognized by international organizations, such as the United Nations for their commitment in promoting sustainability to the worldwide communities (Digital Marketing Institution, 2021). On the other hand, Washington Post’s CSR focuses on the ability to secure a competent market position in the online marketplace. Ideally, the Washington Post shows an optimal reliance on the practice for indirect marketing of the company to the emerging niche community in the digital platforms. In this case, the Washington Post’s CSR commitment is a propaganda mainly because of the advocacy for indirect marketing under the spectrum of supporting sharing of reliable news details.
Johnson & Johnson managerial team develops a constitution that guides through the implementation process of the sustainable-based CSR practice. Ford Motor Company shows its commitment through the consistent allocation of financial resources to its paradigm shift into electric cars. In this case, the two organizations render an in-depth overview into the engagement of all stakeholders towards attaining the main goal of sustainability. In a different spectrum, the CSR initiative by Washington Post centralized to the employee expert in social media strategizing. Notably, the Washington Post shows minimal commitment based on the apt commitment of a single worker to the operability of the CSR concept. As a result, the Washington Post’s CSR project is propaganda whose implied shared value is promoting the provision of authentic insights on current happenings.
Conclusion
CSR is an initiative steered by proficiency in sustainable development goals hence the importance of intersecting vital concepts elevating shared value. On the one hand, customers seek apt information concerning an institution to make a purchasing decision. On the other hand, organizations use CSR projects for distinctive objectives, affecting the genuity levels during the practice. Developing a framework that enhances interdependence and coordination among all stakeholders is vital. In this case, the firms significantly implement the policy mainframe while enhancing the adoption of advanced livelihoods and equal distribution of the available resources. Johnson & Johnson and Ford Motor companies integrate various approaches towards elevating the living quotient among people internationally. Notably, it is essential for all relevant entities to commit to improving safety in the human space.
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