Impact Of CSR Activities On Sustainability And Competitive Advantage: A Case Study On P.D. Hook (Hatcheries) Limited

Background of the Company

The research topic focuses on the impact of CSR activities within an organization for attaining sustainability. CSR plays a crucial role in achieving enhanced ethical standards and a balance between environmental, economic and social imperatives that fulfills stakeholder’s concerns and expectations (Leeet al. 2013).Storyand Neves (2015) also mentioned that on attaining sustainability an organization not only can improve their brand image and competitive advantage but also able to attain great productivity in less production cost, reduce waste and make satisfied stakeholders. The organization that is considered for this researchstudy is P.D. Hook (hatcheries) limited that produces 10 millions of day old chicks and grow them to 6 million chickens a week.

P.D. Hook (hatcheries) limited is a family owned business headquartered at Cote in Oxfordshire (P D Hook2017). It is the largest independent hatchery company in the United Kingdom and a major contributor in UK’s poultry market. Moreover, as a part of the CSR activity this organization is aware of the adverse concepts like slavery, servitude and forced labor, human- trafficking which is also known as modern slavery (P D Hook 2017). In their commitments to anti-modern slavery, P.D. Hook (hatcheries) Limited ensure that there is total transparency in their Businessand for accomplishing this they organizes monthly management meetings and quarterly farm. They also committedwiththeir contract growers for ensuring their Poultry Supply Chain Ethical Compliance Code of Practice (BPC CoP) and British Poultry Council (BPC) (P D Hook 2017). They also provide modern slavery training to Employees, Managers, Directors and Supply Chain Partners so that they can identify and prevent Modern Slavery.

Project aim

The aim of this research is to evaluate the impact of the corporate social responsibility for attaining competitive advantage so that maximum profitability and productivity can be attained. This research also aims for recommending some CSR activities that ensures the advancement for the P.D. Hook (hatcheries) Limited.

Research objectives

• To find out the sustainable factors of CSR
• To explore the approaches for implementing CSR activities
• To recommend effective strategies for fostering sustainable CSR activities

Research Questions

• What are the sustainable factors of CSR?
• What are the approaches for implementing CSRactivities?

Project management plan and timeframe

Project Management Plan

The project management plan represents the research plan and all the details of the cost, scope, time, quality, communication, risk and resources that are used to complete the project. The cost that is required for completing the research. The cost required for research is for-   cost of stationery, printing materials, transportation cost for 2 weeks and formulation of transcript for three managers for interviews. Cost of stationery required was $10 and printing materials costs $5 for 30 pages. Transportation cost required $4 for a day and is used for 10 days thus total cost of $40 was sent. Thus, the monetary resources required to complete the task was $60.

Project aim

The scope of the research is to identify the sustainable factor of corporate social responsibility that on adopted by P.D. Hook (hatcheries) limited can attain effective sustainability and competitive advantage. Questionnaire was formulated for the research that illustrates the important CSR activity they are taking for attaining competitive advantage.  

The time required for accomplishing the entire research is 2.5 months (refer Gantt Chart)

In context of the quality, the data security is properly maintained and the approaches for prevention of data contamination are also taken into consideration. Moreover, proper scientific technology for evaluating the data is also performed so that accurate research outcome can be attained.

Proper ICT communication method is utilized for conducting this research both from the employees and managers is the initiative taken for the research so that accurate details from the managers can be attained.

Moreover, in context of risk, it is evident that if proper security measures are not taken, risk for data contamination can occur. Thus, data are protected through Data Protected ACT 1998 so that data gathered from the research cannot be hampered or utilized in other works.

Lastly, in context of resources, in this research, proper financial support, proper academic support like journal, books, articles and personal knowledge

Gantt Chart

Main activities/ stages	1st Week	2nd -3rd Week	4th– 5thWeek	6th-7th Week	8th – 9th Week	10th Week
Topic Selection	ü
Data collection from Primary sources	ü	ü
Framing layout of the research		ü
Formation of the research Plan			ü	ü
Selection of the Appropriate Research Techniques				ü	ü
Data Collection					ü	ü
Analysis & Interpretation of the Data					ü	ü
Conclusion and Recommendation of the Study						ü
Submission of Final Research Report						ü

Table 2: Timeframe of the research study

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Research Limitation

The research is conducted primarily from the employee of P.D. Hook (hatcheries) limited, which can results in risk of obtaining biased or inaccurate findings; whereas another risk is that primary research is time consuming and require extra financial resources for cost of stationery, printing materials, transport, accommodation. Moreover, since the primary research is conducted for a single organization, accurate information on CSR activities taken by entire UK industries cannot be attained accurately.

Research philosophy

There are three types of research philosophies- Positivism, Realism and Interpretivism (Ormstonet al. 2014). In positivism research philosophy, large sample size are taken into consideration in order to gain factual knowledge; while in interpretivism, socially constructed information are gathered from the community (Erikssonand Kovalainen2015). Realism philosophy is a mixture of both the positivism and interpretivism research philosophy. In this research, positivism research philosophy is taken into consideration.

Justificationof the chosen philosophy

Authentic data can be gathered not only from the respondents of the research but also from the community and thus accurate result outcome can be attained.

Research approach

Deductive research approach and inductive research approach are the two research approaches in which, Deductive research approach resembles to evaluation of previously developed theories and models; whereas new theories and model are constructed in inductive research approach (Gray2013). In this research, deductive research approach is taken into consideration.

Research objectives

Justification of the chosen research approach

The research question is developed based on the essential CSR factors that is taken from previous work of research scholars and thus, previously models and theories are evaluated, which signifies deductive research approach is used for attaining accurate research results.

Purpose of the research

McNabb (2015) defines that “explanatory”, “exploratory” and “descriptive” are the three kind of research purpose. Explanatory research purpose resembles the investigation of the association between the research variables; while, in exploratory research purpose social cause behind the research is investigated. Lastly, descriptive research purpose, elaborates the actual purpose of the research for accomplishing the research. In this research descriptive research purpose is used.

Justification of the chosen research purpose

The research highlights the impact of the CSR activities on attaining sustainability and through descriptive research method the association among these two research variable can be efficiently elaborated.

Sample size

Total of 33 sample size is considered for this research among which 30 employees and 3 managers from the concerned organization are taken into consideration for participating in the research.

Sampling technique

Denscombe (2014) depicts that “probabilistic” and “non-probabilistic” are the two sampling techniques that are used in research study, where the former technique is applied when all the respondents get equal chances to participate in the research; while, the latter techniques signifies that not all respondents gets equal chances for participating in the research.

Data collection process

Data can be collected in two ways- primarily and secondarily (Bryman2015). Brymanand Bell (2015) moreover depicts that primary data are collected directly from the respondents; while in secondary data collection technique, data from magazines, peer articles, paper of other research scholars, company’s websites and government sites are taken. In order to accomplish this research, each one of the respondents are asked 7 question regarding the CSR activitiesthat their organization are taking and should take to meet sustainable objectives.

Data analysis techniques

Erikssonand Kovalainen (2015) depicts that data are analyzed in two ways- quantitatively and qualitatively. Gray (2013) furthermore portrays that for quantification of the research data, quantitative data analysis method is used; whereas, for obtaining an in-depth understanding of underlying reasons on the research topic, qualitative data analysis technique is used. In this research study, both quantitative and qualitative data analysis technique is utilized.

Quantitative data analysis

1. What is your age?

Options	Frequency	Frequency Percentage	Total Respondents
20-30 Years	15	50	30
31-40 years	8	26.7	30
41-50 Years	2	6.7	30
51-60 Years	5	16.7	30

Table 3: Demographics question- Age of the employees

(Source: Created by Author)

Finding

15 employees in between 20-30 years, 8 employees of 31-40 years, 2 employees of age between 41-50 years and 5 employees 51-60 years are working for the organization.

1. How long you are working in the organization?

Project management plan and timeframe

Options	Frequency	Frequency Percentage	Total Respondents
Less than a year	6	20	30
1-3 Year	12	40	30
3-5Years	8	26.7	30
More than five years	4	13.3	30

Table 4: Demographic question- Associativity of employees with P.D. Hook Limited

(Source: Created by Author)

Finding

6 employees of the total respondents are associated with the organization for less than a year; while 12 and 8 employees are associated for 1-3 years and 3-5 years respectively. Moreover, for the research 4 employees are considered who are working for the organization for more than five years.

Analysis

Thus, it can be said that due to the current CSR initiative of curbing modern slavery, P.D. Hook Limited have employees who are associating with the organization from a very long period. However, some potential employees are also there who desire to work for the organization in the future also as the organization is ethical and treats their employee as an important asset.

1. What is the importance of CSR activities?

Options	Frequency	Frequency Percentage	Total Respondents
Enhancing brand Recognition	5	16.67	30
Attaining Profitability	2	6.67	30
Boosting Employee Engagement	8	26.67	30
Promotes Individual Philanthropy	11	36.67	30
Enhancing Positive Workplace Environment	4	13.33	30

Table 5: Employee’s insight on the importance of CSR activities

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Chart1: Employee’s insight on the importance of CSR activities

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Finding

11 respondents says that enhancing individual philanthropyis one of the mosteffectiveimportance of the CSR activities; while 8 and 5 respondents voted for nurturing employee engagement and fostering brand recognition are the effective outcome of CSR activity respectively. Out of the remaining 6 respondents, 4 and 2 employees said that taking initiatives for formulating positive workplace environment and attaining profitability should be considered as the importance of CSR activity.

Analysis

A major percentage of 36.67% of the total respondents says that promoting individual philanthropy is the major reason for performing CSR activity of an organization. While, others think that attracting employees towards the organization and establishing effective brand recognition in the community is the major concern for performing CSR activity. On the other hand, generating ethical workplace environment and making more money through business is the actual reason for which an organization adopts CSR actions.

1. What according to you is the most crucial CSR approach?

Options	Frequency	Frequency Percentage	Total Respondents
Curbing Modern Slavery	10	33.33	30
Using environment friendly materials	5	16.67	30
Employee career enhancement	12	40	30
Emphasizing on recycling and reusing	2	6.67	30
Associating with NGO	1	3.33	30

Table 6: Employee’s perception on the most crucial CSR approach

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Chart 2: Employee’s perception on the most crucial CSR approach

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Finding

10 and 12 employees out of 30 respondents think that curbing modern slavery and enhancing employee’s career opportunity is the crucial CSR approach that an organization can take. While, small percentage of respondents that is 5, 2 and 1 believes that focusing on using environment friendly materials, adopting recycling process and working with NGO are the effective CSR activity respectively.

Analysis

As found from the research data, employees believes that the CSR activity that the organization is currently following that is curbing modern slavery is the most effective CSR activity; while, another significant portion of employee said that considering employees as an important asset and taking initiatives for their career development and motivation is the effective CSR. Apart from that, using eco-friendly materials, recycling and reusing objects and working with non-profit organization for community’s betterment are the important CSR activity that can provide sustainability to an organization.

1. How far do you agree that CSR activitiesgreatly enhance the sustainability of the business?

Main activities/ stages

Options	Frequency	Frequency Percentage	Total Respondents
Strongly Agree	20	66.67	30
Agree	5	16.67	30
Neutral	0	0	30
Disagree	2	6.67	30
Strongly Disagree	3	10	30

Table 7: Employee opinion on effect of CSR on business sustainability

(Source: Created by Author)

 

Chart3:Employee opinion on effect of CSR on business sustainability

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Finding

25 out of the 30 employees that make 83.3% of all respondents agree that CSR has a positive effect on the business sustainability. On the other hand, 5 respondents disagree on the concerned fact.  

Analysis

Thus, it can be said that if an organization adopts and follow CSR activities like contributing in community’s advancement or taking initiatives forenvironmental improvement, they are able to establish their brand recognition efficiently in the market, which provide them sustainability. On the other hand, some employee thinks that focusing on the organizational activities and attaining more profitability only ensured the organizational sustainability.

1. Do you think that sustainable CSR activities provide competitive advantage to an organization?

Options	Frequency	Frequency Percentage	Total Respondents
Strongly Agree	5	16.67	30
Agree	19	63.33	30
Neutral	2	6.67	30
Disagree	1	3.33	30
Strongly Disagree	3	10	30

Table 8: Employee’s view on Sustainability provides competitive advantage

(Source: Created by Author)

 

Chart4: Employee’s view on sustainability provides competitive advantage

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Finding

It is found that 14 out of 30 respondents agree that sustainability provides competitive advantage, which makes 80% of the respondents in favor of this fact. Furthermore, 4 people negate this fact and 3 of the remaining respondents have a neutral perception for the concerned point.

Analysis

Thus, it can be said that on attaining sustainable business approach, an organization can ensure their brand image in the community more efficiently compared to other organization. Thus, sustainability provides competitive advantages as customer and employees to associate with an organization that follows ethical business proceedings.

1. What according to you is the most important sustainable approach of CSR?

Options	Frequency	Frequency Percentage	Total Respondents
Following human rights	4	13.33	30
Ensuring Labour Standards	11	36.67	30
Encouraging Anti-Corruption activities	5	16.67	30
Emphasizing on economic responsibility	2	6.67	30
Compliance with environment	8	26.67	30

Table 9: Employee’s insight on the most important sustainable approach of CSR

(Source: Created by Author)

 

Chart5: Employee’s insight on the most important sustainable approach of CSR

(Source: Created by Author)

Finding

Thus, it is found from the survey that 11 out of 30 respondents thinks that following labor standards is the most important sustainable approach of CSR as they considered employee are the most crucial stakeholder of a company. Whereas, 8, 5, 4 and 2 respondents thinks that effective approach of CSR is compliance with environment, encouraging anti-corruption activities, following human rights and economic responsibility respectively.

Analysis

Thus, it can be said that from the above findings, performing business operations with ethical labor standard along with activities that improves the environment is the most effective sustainable approach of CSR that ensures the betterment of the organization. Moreover, other factors like anti-corruption activities, economic responsibility and focusing on human rights are the supporting factors of an organization’s suitability.

Qualitative data analysis- Interview transcript

1. What is CSR?

The first manager shares the viewpoint that CSR signifies business practices that benefits the morale of the human and community. Thus, for business organizations, adopting ethical labor practices can be referred as CSR. The second managers on the other hand stated that CSR is to attain betterment of the environment through business and hence ‘environmental efforts’ is more closely related to CSR. The third manager said thatethical labor practices and voluntary activities that highlight the company’s sincerity towards community is CSR.

Research Limitation

Analysis

Adopting ethical labor practices is the most effective CSR approach as employee usually intends to associate with the organization, which performs their business ethically by treating their employees fairly and consider them as important asset. Taking environmental efforts and do voluntary works are the secondary approach for performing CSR; while the primary action is to maintain transparency with employees.

1. What is the most effective CSR activity your organization performs?

The first and the second manager said that their organization is currently proceeding with diminishing modern slavery and follow ethical labor practices. The second manager further adds that their company desires to associates with different NGO so that they can also help needful people apart from their business operations. The third manager said that their organization maintains transparency with the employees and motivates them to encourage their skills and competencies.

Analysis

The current practice of diminishing modern slavery and human trafficking is a supportive approach of treating people ethically and is the most effective CSR activity that the organization is currently performing and is also agreed by the majority of the managers. While, starting initiatives for associating with NGO for helping needful community is their additional taken CSR approach.

1. What will be your future actions for ensuring sustainability of your organization through CSR?

The first manager desires to provide education to poor people and provide job opportunities for efficient candidates so that they can contribute in making the nation’s economy and people’s standard of living better. The second manager desires to formulate partnership with NGO and different organization so that they can ensure their brand image. While the third manager intends to use eco-friendly products for performing business operations so that environment can also be protected.

Analysis

P.D. Hook (Hatcheries) Limited provide education to poor children through the association ofNGOsso that social sustainability can be attained in the future. Additionally they also intend to use eco-friendly products for future environmental suitability.

Conclusion

Thus, it is concluded that promoting individual philanthropy and taking initiative for the ensuring employee engagement are most crucial reason for which an organization performs CSR activity. The employee of the P.D. Hook (hatcheries) limited also illustrates that among all the CSR activities, working for career development for the employees and follow ethical labor legislations for curbing modern slavery are the most efficient CSR actions. Moreover, CSR activities provide competitive advantage to the organization as people prefer to associate with the organization, which performs not only for the betterment of the working employees but also for the advancement of the society. This competitive advantage and effective brand recognition in the community provides sustainability to the organization. Thus, the activity for diminishing the modern slavery that P.D. Hook (hatcheries) limited has taken is the one of the most sustainable approach of CSR that ensures the betterment for both the organization and community together. However, they can also take initiatives for using the concept of recycling and reusing or encouraging anti-corruption action that further enhances their sustainability in the community.

Research Methodology

P.D. Hook (hatcheries) limited can take other initiatives for improving their CSR activities and among that engagement in the fair-trade, rewarding of voluntary CSR Initiatives amongst employees, developing regulations for enforcing CSR and involving marketing team in CSR activities can also provide more sustainability. In addition to that, taking online feedback to supplier and customers also allow P.D. Hook (hatcheries) limited to assess whether their initiatives influences their business operations and community engagement in a correct way or not. It is evident that fair-trade has become widely appreciated and an effective approach to helping business people for expanding their market and price levels. This approach thus, provides the organization competitive advantage and sustainability. Moreover, P.D. Hook (hatcheries) limited can also provide 200 hours paid training for encouraging their employees to do voluntary work and reward them for their betterment of the organization. In addition to that, the concerned company can formulate rules and regulations to enforce CSR so that people, who think that CSR activities are unimportant in creating value for the business they can also understand the importance of the these activities. Involving marketing tam in the CSR actions, they can guide the other department regarding the implementation of the Strategic CSR plan in order to satisfy the organization’s stakeholders.

1. What was the Project supposed to accomplish? The project suppose to evaluate does implementing CSR activities within the organization able to meet the sustainable objectives for P.D. Hook (hatcheries) limited.

2. Did the project succeed in its aims/ how do you know? Specifically, please outline any evaluation and assessment undertaken. Yes, the research aim has succeeded in its aim and this can be understood by the research result in which most of the employee said that the current CSR approach of diminishing the modern slavery made the concerned organization thelargest independent hatchery company in the United Kingdom.

3. What things do you think worked well and why? Evaluate all aspects of the project(e.g initial inception, project activities and project outcomes) from a range of perspectives. I think taking the approach of primary research that is surveying directly from the employees and managers went well and this provides enough evidence that supports the research aim. I have taken the aim for evaluating the impact of the CSR activity for attaining sustainability for the organization; while from the research I have also CSR activity ensures the commitment of the community with the organization that offer competitive advantage to the organization. The research result also reveals that all the respondents values the CSR activity taken by P.D. Hook (hatcheries) limited as the effective one.

4. What problems emerged during the project and how were they tackled? Was there timely identification of issues and resolution during the project process? Lack of time and the financial resources are the major problem during this low-research that is tackled by considering fewer respondents for survey for the research and using low graded software. As the managers are busy in their business, only three questionshave been asked to them to assess the effect of CSR activity on their business.

5. What did you learn from undertaking the project? I have learned different methodology for conducting a research and also experienced the data collection process for taking survey and interview. Thus, I have gained the confidence to conduct any research study in the future effectively by utilising this research.

6. How would you rate your performance as a management consultant leading the project? I would rate myself as a good performer but since there were time boundaries, the research performance cannot be attained to the best level. I also think that conducting survey with more respondents can also provide accurate research data that can also ensure the quality of the research and my performance for analysing it.

7. What strengths and weakness of your performance did you identify? I have found that my communication skills, analytical thinking and effective decision making are good and that allow me to interact with the unknown respondents efficiently and taking effective decision for accomplishing the research objective.Moreover, one of my weaknesses is the unrelenting attitude towards my goal achievement that leads to conflicts with other; however, i have started to comply with other and taking their suggestions from others. .

8. How will this inform and support your continuous professional development? Through this research, I have learned different approaches and current trend of the CSR activities that can provides sustainability in an organization. I observe that market is a dynamic entity which introduces multitudes of changes in CSR activities. This particular research has provided me a greater insight that will be helpful to enhance my skills and competencies.Moreover, these understanding will help me in future to manage with organizational culture of any company.

Table 10: Performance review

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