Corporate Social Responsibility Impact on Retail Firm Performance Case Study

Chapter 1: Introduction: Corporate Social Responsibility Impact on Retail Firm Performance

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1.1 Background of the research

Corporate Social Responsibility is the social program and certain practices that benefit the corporate business, its model, and culture, respectively. There are certain benefits of CSR, which help in enhancing the reputation, the loyalty of the customers, and a better commitment for the workforce. It could be said that the strategies for CSR generally go beyond the compliance of the regulatory body. Other actions of CSR could be the capabilities or the resources, which could do contribution to the competitive advantage for the sustainability-driven conditions. A wide mechanism that exists with a reputation for the firm enhancement, and the capabilities, which are increased for the innovation, the loyalty of the customer, and their satisfaction, could generally help in the performance of the financial basis.

The retail industry describes CSR in terms of "The Bottom Line", companies that are socially responsible and help in the cultivation of the recognition of the brand for making positive impacts. An increase in the loyalty of the customer could attract employees in the top-tier cases. These are the elements that are among the achievement of the keys which are increased profitability and success which are meant to be financial and long-term (Rashid et al. 2019). CSR activity helps in playing a role that is crucial for the perception of the company's brand, and its "attractiveness" to the customers and their employees, and other investors with the retention of talent and the success of the business overall. A company could implement efforts which are four types- environmental initiatives, work that is charity based the labour for ethical work and the practices, and also the projects needed for volunteering.

Corporate social responsibility (CSR) can enhance the intangible assets of the company, strengthen the stakeholder relationship, bring a competitive edge, and enhance the efficiency of the company. CSR affects the ability of the firm to attract competent staff and affects the satisfaction level of the employees and retention rate (Saeidi, et al., 2015). In addition, it assists in creating a favourable view of the firm as an entire and of the individual goods and services. Corporate Social Responsibility in terms of retailing is social responsibility, which is a theory ethical basis of which the individuals would be accountable for the fulfilment of the "Civic Duty", and the individuals with their actions for the benefit of society as a whole. There must be a balance between the growth of the economic part and the society's welfare for the environment.

1.2 Problem statement

The retail industry is dealing with the issue of implementing effective corporate social responsibility (CSR) practices, which impose an adverse influence on the level of performance of the firm. An ineffective CSR program can possess an adverse effect on the organisation and its employees (Yoon & Chung, 2018). The improper corporate social responsibility practices can decrease the morale of the staff in the company and result in less productivity. In addition, organisations that do not execute social responsibility initiatives, which decrease the retention, level of customers.

1.3 Rationale of the research

The retail sector is dealing with the problem of executing corporate social responsibility, which enforces an adverse influence on the performance level of the firm (Bai & Chang, 2015). Hence, it is essential to measure the research topic and gain an understanding of measuring the impact of CSR on the efficiency level of the firm. The research assists in assessing the impact of CSR in the contemporary business world. It helps in assessing the implications of CSR on customers, the business community and the environment. The research assists in assessing the key issues connected to the appropriate execution of the corporate social responsibility strategy and recommends techniques to resolve them.

1.4 Research Aims and Objectives

Aim

The research aim is to analyse the role of corporate social responsibility (CSR) on the performance level of the firm. A case analysis of the retail industry has been employed in this study.

Objectives

• To study and analyze the theories and the concept of CSR. 
• To understand and highlight the overall significance and relation of CSR in the retail industry. 
• To identify the barriers and the challenges which are key to the implementation and the effectiveness of the strategy related to the organization.
• To determine the application and the implication of the CSR activity on the customers, the business, the community, also the environment.

1.5 Research Question

Primary Question

What is the role of corporate social responsibility (CSR) on the performance level of the firm?

Secondary Questions

• What are the CSR categories?
• What are the benefits of Corporate Social Responsibility?
• What are the five levels of CSR?

1.6 Research Significance

Corporate social responsibility (CSR) can enhance the creative involvement of the staff which involves creating innovative but practical ideas and creative problem-solving. When the organisation provides a chance for the staff to contribute their passions, they become productive within the workplace (Lins, et al., 2017). The research helps the company in analysing the importance of (CSR) corporate social responsibility (CSR) in the contemporary business world. It also assists the fashion sector in identifying the implication of CSR on customers, the business community as well as the environment. It helps the company in assessing the key issues connected to the appropriate execution of the corporate social responsibility strategy and suggests techniques to resolve them.

1.7 Research Structure

• Introduction: This segment involves the whole background of the topic of the research to understand the study briefly. It offers a rationale as well as significance to assess the need of conducting the concerned study.
• Literature review: This chapter of the study assesses previous research conducted on the subject matter relevant to the topic to understand the area of the study.
• Research methodology: This section mentions the methods and techniques for accumulating data to conduct the investigation. In addition, Saunders’ research onion model has been undertaken to provide suitable methods to make the research reliable.
• Data analysis and findings: This section assesses the data and understands the information to offer reliable findings to make the study reliable.
• Conclusion and recommendations: This is the last portion of the research that offers the final interpretation of the process of the study. Through a suitable conclusion, this section offers ideas for future study and addresses the problem statement of the research.

Chapter 2: Literature Review

2.1 Introduction

This part of the discussion is associated with the explanation of the critical views of several authors about the topic of this study. To achieve the aim of the study, several articles, journals, pdfs, and publications have been reviewed. This section is important in reaching a deep insight into the research area. In addition, the literature review provides an effective analysis of the data and helps enhance the reliability of the study. It assists in the addressing research question, “What is the impact of corporate social responsibility on the performance of the company?”

2.2 Concepts and Theories of CSR

According to the viewpoint of Madanaguli et al. (2022), CSR or Corporate Social responsibility, is one type of "organisational model” with the help of which an organisation contributes to operating in a specific way, which helps in improving the environment. It helps in enhancing various factors of society and helps in promoting the brand value of an organisation. CSR is when the organisation operates sustainably and deals with environmental as well as social impacts. A kind of self-regulation shows the accountability of the company to contribute to the well-being of society. With the help of several eco-friendly and social measures, CSR plays a significant role in the "brand awareness" of an organization's attractiveness to all staff users, organisational success and talent retention. However, on the contrary viewpoint of Harjoto and Laksmana (2018), if the organisation does not execute an effective CSR strategy, then it has a harmful effect on the performance of the firm. In addition, ineffective CSR techniques decrease the brand image and goodwill of the firm in front of the employees.

Figure 2.1: Benefits of Corporate Social Responsibility

Based on the diagram, it has been identified that corporate social responsibility helps in increasing customer retention, enhancing stakeholder relationships, winning new businesses and accessing funding opportunities. Based on the facts on the diagram, it is noticed that “corporate social responsibility” helps enhance stakeholder relationships, customer retention winning new business and access to funding opportunities. Similarly, according to the viewpoint of Flammer et al. (2019), "Corporate Social Responsibility" is one type of Self-regulation with which it has a favourable effect on the community. Several ways that the firm can adopt CSR involve being eco-friendly, promoting equality and diversity in the company, treating staff with respect, providing back to society and ensuring that the organisation's decision is ethical. It is increasingly vital for the organisation to possess a socially conscious image. Employees, stakeholders and consumers prioritise corporate social responsibility when selecting the brand or organisation and they hold businesses accountable for achieving social change with their attitudes and practices.

Several examples of organisations that focus on fulfilling corporate social responsibility. For example, the team-oriented corporate culture of Tesco offers the necessary core services to its staff involving occupational health, a staff assistance program, free check-ups as well as support tools. It brings innovation, personal development of staff and manufacturing of quality goods (Tesco, 2023). If the company confronts CSR issues, it can affect the organisation and its operations. They can confront issues connected to corporate governance, human rights and so forth. It can affect the image and brand identity of the firm adversely and favourably if they are not capable to fulfil its CSR objectives. However, Sainsbury influences its employees through an employee incentive scheme that increases productivity, and sales, and influences staff (Sainsbury’s, 2023). This scheme is set by the organisation to guide the team to offer marketing support in order to motivate them to perform their work effectively.

Figure 2.2: Carroll pyramid theory

Based on Carroll's pyramid theory, in order to accomplish this, organisations must fulfil their responsibilities at four levels: Economic, Ethical, Philanthropic and legal. With consideration of economic responsibility, the organisation provides support to the community in the long term by being profitable. Without profitability, organisations do not pay their staff, provide shareholders with an outcome on their investment, or manufacture quality goods and services (Carroll, 2016). Legal responsibility refers to the legal obligation of the organisation to adhere to all applicable laws as well as regulations. It involves compliance with tax regulations, safety obligations and employee health. Further, ethical responsibility is all about analysing and respecting moral standards and executing in a way which meets the expectations of the community. It is about demonstrating the organisation's integrity and conducting operations ethically. Philanthropic responsibility is about giving back to society, exceeding shareholders' expectations and going the extra mile to make the world a better place.

2.3 Significance of “corporate social responsibility in an organisation such as a retail Organisation

According to Islam et al. (2021), if a company practices corporate social responsibility, it can enhance the moral values of the staff and the retention of customers. Because of this, rapid growth in production occurs without hampering the desired situation of society and the surrounding environment. It helps in enhancing the socio-economic atmosphere of an organisation as well as that of a retail organisation. Similarly, as stated by Park et al. (2017), it also helps in improving people’s perspectives towards the brand. This results in enhancing the customer attraction, brand perception and interest of the investors. Thus, the whole organisation becomes successful.

 Further, to make sure CSR authenticity, the organisation should look at its organisation's mission as well as values and determine which programs link with the organisation’s goals as well as culture. It is vital for the organisation to possess a socially conscious image. The users, stakeholders and staff prioritise CSR when selecting a brand or organisation and they keep the company responsible for appropriate social change with practices, profits as well as beliefs. It is regarding how the organisation handles the organisation processes to produce a favourable effect on the community. Corporate social responsibility is an administration concept whereby organisations combine environmental and social concerns in their enterprise operations as well as collaboration with their shareholders. As the similar viewpoint of Kim et al. (2016), CSR or corporate social practice plays a significant role in boosting the brand value of the retail organisation. Customers want an organisation, which will not affect the environment. The workers also enjoy working in such a company, which is eco-friendly. In return for the image, the relationship among the customers, company and staff becomes stronger. CSR also conducts a volunteering programme, which helps in building a loyal and empathetic attitude among the workers. As a result, the bonding among the workers becomes stronger. It influences them to work as a team.

2.4 Challenges and barriers related to effective implementation of CSR strategy in the organisation

As stated in the statement by Shaukat et al. (2016), it is very challenging for a retail organisation 

As well as considering social responsibility. CSR is a sense of responsibility of the organisation towards the society and environment in which they perform their work.

Figure 2.3: Challenges related to effective implementation of CSR strategy

The above diagram describes several challenges that are considered failure factors of the holistic viewpoint of CSR. Lack of financial resources, lack of strategic planning and lack of transparency are confronted at the time of implementation of “effective corporate social responsibility". Failure to consider the holistic viewpoint of CSR is viewed as a key challenge for a company. They fail to understand the general viewpoint of CSR that is directly associated with the stakeholders of "the retail organisation" and that is related to affecting the whole atmosphere. The retail organisation possesses an opinion regarding corporate social responsibility (Schneider and Scherer, 2019). It is vital for the firm to realise innovation opportunities and utilise them to resolve problems. The organisation must combine organisational goals with social objectives. The firm should incorporate CSR in the operations of the company and assess the priority area and investments.

On the other hand, according to the viewpoint of Helmig et al. (2016), transparency is important for an organisation to execute corporate social responsibility in a proper way. It helps the stakeholders look into the problems that might not be not known to them properly. Moreover, the practice of window dressing in a firm can hide a very much amount of data from stakeholders. Organisations may not perform effective contributions in disclosing the accrued data. It can directly affect the trustworthiness of the organization toward its employees and customers. Lack of resources is the other issue that is related to the effective execution of the organization. Strategy or proper planning is effective for the resources are very important to acquire the CSR strategy.

Effective planning of the resources has to be involved and the planning about the problems has to be managed before the implication of the initiatives. If there is a lack of infrastructure and local capacities, there is a requirement in building proper infrastructure and local capaciti3s for the services, which provide the contribution towards the corporate social responsibilities. Similarly, according to the concept of Ferrero-Ferrero et al. (2015), the retail organization will not be able to make a valuable effect in their CSR effort if there is a lack of strategic planning. They will not be able to assess the investments of the project and in this way; they will not be able to reach a high range of customers, which will result in a low impact on the company. This will create difficulties to gain a lot of staff and customers. Thus, they will not be able to reach their goals and meet the desired profit.

2.5 Implications of CSR on Customers, business, community, and Environment

 According to the statement of Alshehhi et al. (2018), there is a risk of the probable loss of “the socially conscious customers” the “corporate social responsibility” affects the ability of the organisation in attracting efficient employees and top talents. In this way, the organisation can lose the opportunity to compete with other organisations and stay a step before them. It will make them behind every other organisation in making their business in the future. An effective CSR strategy includes the improvement of the evaluation of the customers or users. CSR helps to build trust among the users that the company they are depending on is aware of the problems of the community. It also indicates the retail organisation is responsible for the improvement of the community status of their customers. Thus, a proper program on CSR builds a favourable or positive effect on the company, the customers and the staff. CSR demonstrates that the company is committed to providing support to the community, which also helps in increasing its brand image in front of the customers in the market (Kim, et al., 2016). Social responsibility involves the organisation engaging in preserving the environment, ethical labour practices and promoting volunteering. The organisation may alter its production procedure to decrease the carbon emission rate.

Similarly, in the words of Park, et al., (2017), as the organisation maintains public trust, it maintains a sense of community among its users. Corporate social responsibility (CSR) is a remarkable avenue for maintaining customer trust. Unlike superficial techniques and quick fixes to enhance customer trust, corporate social responsibility shows that the firm is committed to providing support to the community. Enhancing the loyalty of the staff and the customers helps in the involvement of the customers, which is the most effective factor in the achievement of the desired goal and profit. It is also beneficial for the organisation to continue their business in an effective way in the future with the customers of the upcoming generations. When the company execute superior CSR practices, the staffs are more likely to involve in collaborative behaviour and act with respect to their co-workers and the firm such as going out of their way to support its teammate. In addition, CSR improves higher quality as well as closer relationships among the staff.

2.6 Research gap

Prior research such as (Kim, et al., 2016) and (Park, et al., 2017) provide an explanation of the idea and theories of corporate social responsibility. In addition, it explains the influence of corporate social responsibility in the contemporary business world. However, they failed to provide a discussion of the obstacles connected to the effective execution of corporate social responsibility techniques within the firm. Therefore, the respective study offers a conversation regarding the challenges to satisfying the gap efficiently.

2.7 Summary

Based on the information, it is summarised that corporate social responsibility (CSR) is the organisational framework by which the firm contributes to operating in a way that improves the environment. Based on Carrol's pyramid theory, the company must fulfil its responsibility at four levels: Economic, Philanthropic, Legal and Ethical. This theory assists the organisation to adopt its organisational behaviour so that all the activities are profitable, ethical, compliant as well as socially supportive. Further, corporate social responsibility (CSR) practice is an effective way to increase the reputation of the company and enhances the chances to attract users. The company while implementing effective corporate social responsibility techniques confronts several challenges such as failure to consider a holistic view of CSR, lack of transparency, lack of enough financial resources and lack of strategic development. Moreover, the effective corporate social responsibility (CSR) strategy increases the evaluation of the users within the company and users will attain a high level of satisfaction with the products of the firm.

Chapter 3: Research Methodology

3.1 Introduction

This is the research work that helps in determining the techniques, which are needed to doc conduction for the study. The research methods help in determining the question and the analysis of the research work and the study. This segment of the study is vital to accomplish the data required for the research. It provides support to answer the question of the study, “What is the impact of corporate social responsibility on the firm performance?”

3.2 Research design

Research design is a process that determines several methods needed to gather data connected to the concern of the research.

Figure 3.1: Saunders Research Onion

For this research, the "Secondary Research Onion" model has been used for gathering the information based on the research. The model of research onion helps in suggesting the strategies, which would include the research work needed for action and the experimental method of research work (Welch et al. 2022). Further surveys, interviews, and the case study of the research have been discussed. This model helps in providing a systematic analysis of the literature review. In addition, the chosen data from the experimental analysis has been required to analyze and further, the research and the purpose have been done. The study is depending on analysing the effect of CSR on firm performance, a qualitative method has been undertaken, as it is highly effective in accumulating theoretical data and evaluating it in detail. Moreover, the inductive approach has been chosen in order to maintain a relationship between the objectives and outcomes. This approach offers flexibility to collect theoretical data from several sources to make the research reliable. By witnessing the topic, theoretical data is accumulated by adopting the qualitative method; hence, the thematic analysis method is undertaken to collect the research outcomes. With the use of this method, effective themes are developed which is connected to the topic of the study.

3.3 Research philosophy

The research philosophy is a structure that defines the suitable way in which information has been accumulated, analysed as well as adopted. The recent study is based on gathering theoretical data, thus, the interpretivism philosophy is chosen in the research. This philosophy supports this study appropriately by gathering subjective information about the study (Azungah, 2018). The research philosophy that has been used here is the interpretivism research philosophy, which is generally based on the assumptions of the subjective fact of reality, which could be socially or multiplicitycally constructed further. 

3.4 Research approach

The research approach is a suitable process chosen in the study to gather, assess and understand the data effectively. In the current study, the inductive approach has been undertaken as it provides flexibility in creating new theories to make the study reliable. The key cause for choosing the inductive approach is that it maintains strong links between the objectives and outcomes derived from the gathered data (Basias & Pollalis, 2018). The research philosophy that has been used here is the interpretivism research philosophy, which is generally based on the assumptions of the subjective fact of reality, which could be socially or multiplicitycally constructed further. It could be said that the understanding could be done based on someone's reality by the experience of them either past or present experiences, which could be different at an individual level or by the social or historical perspective level.

3.5 Research Method and Strategy

The research method is a tactic adopted to accumulate information as well as assess it to improve effective knowledge regarding the study. There are three kinds of the research techniques such as quantitative, qualitative as well as mixed methods that can be adopted based on the nature of the study (Tomaszewski et al., 2020). In the respective research, the theoretical knowledge regarding the influence of corporate social responsibility, hence, the qualitative method is chosen. The key purpose of employing the qualitative method is that it is extremely appropriate for accumulating and interpreting theoretical knowledge (Braun & Clarke, 2022). Also, this method offers a precise understanding of the study by exploring the opinions of several authors to make the study reliable.

3.6 Data collection method

The data collection method, which has been used here, is the secondary method of the data collection method. Several data could be collected from different surveys, personal interviews, observations, publications journals, and different records, which would be specific to the research needs (Preghenella et al. 2021). Therefore, this study has used the secondary data collection method in which data has been collected from the selected articles that is relevant to the research study. Screening of articles has been done using the Prisma framework which helps in determining the eligibility of the articles to analyse the retail sector CSR firm performance.

PRISMA 2009 Flow Diagram

Figure 32.: Prisma framework

3.7 Data analysis

To assess the data accumulated from the qualitative method, the thematic analysis method is chosen in the study. This method helps in designing several themes by categorising the research question to make the research reliable. It is suitable for the current study as it emphasises gathering theoretical data to offer a deep analysis regarding the research questions. Primarily, theoretical data from the secondary method connected to the research topic has been accumulated and evaluated (Mwita, 2022). Additionally, a key basis of the method is to choose the repeated variables as codes. All the codes developed are determined by quotes attained from the secondary method. At last, suitable themes are developed to appropriately collect outcomes in order to attain the research objectives. The data tables provide support in developing as well as organising the themes and codes effectively (Rashid, et al., 2019). The thematic analysis method helps in determining suitable outlines from the journal to develop the themes that offer accurate insight into the research information.

3.8 Reliability and validity

The study involves data accumulated from highly trustworthy sources that create a vital consideration or knowledge of the topic of the investigation. The research is based on the secondary method to assemble the data that ensure the high significance of the study that attains objectives appropriately (Recker & Recker, 2021). Additionally, the reliability or accuracy of the research is defined by achieving a suitable understanding connected to the methodologies.

3.9 Ethical consideration

The data is accumulated from particular journals, articles, and publications connected to the research objectives and no vague data from sites has been included. The study excludes obsolete sources and considers the proper authorisation of the authors to make the research reliable. Additionally, the reliability of the study is enhanced by implementing references to appropriately manage the ethics (Tobi & Kampen, 2018).

Chapter 4: Data Findings and Analysis

4.1 Introduction

The chapter is very useful in stipulating light on the sources of the consequences of the “secondary sources” which have been collected from different journals, publications, articles, and many other sources.

4.2 Effective CSR practices enhance organisational productivity

The effective practices of CSR that are the responsibility of corporate society enhance the productivity of the organizations. The number of agendas and commitments that have been "contained" in the reports of retailers' CSR has been inspirational and not easy in achieving a “competitive advantage” in the environment of the retail business of the UK (Buallay et al., 2020). For example, Tesco with a share of the market of “28.4%” has been engaging globally with functions in different “11 countries” worldwide. Companies in the retail sector have been expanding their business in different areas, which indulge in retailing of many things and many other services (Tesco, 2023). Henceforth, organisational policy and the benefits for the employees enhance CSR practices. It helps in expanding business which innovative practices. Developing and managing the community within the retail sector has been evident in influencing business performance and contributing to organisational performance.

The figure above has been implicating the effective practices of CSR, which in turn enhances the profit, and productivity of the retail sectors of the business in the UK. The team-oriented culture of the company provides necessary services to its staff involving occupational health, free health check-ups, online learning as well as support tools. It brings innovation, personal employees growth and manufacturing of quality goods. To rebuild trust as well as transparency, for example, Tesco set up corporate responsibility committee to ensure the organisation's attention towards the responsibility of the community. The company has involved in the UN Global Compact in the year 2015 and emphasised six areas connected to food wastage, environment, business ethics, health, supplier relationship as well as human rights (Tesco, 2023). In addition, the organisation has committed to organising several public activities and influencing an individual to attend, to maintain a long-term relationship with the user. Tesco's “Eat Happy project" offer opportunities or chances voluntarily for the person to experience the production process of food and learn cooking skills.

CSR influence organisational productivity that aligns with customer retention, which helps in developing and retaining through CSR strategy. As opined by Suganthi (2019), “corporate social responsibility" has a favourable effect on satisfaction, competitiveness, and customer loyalty with high retail performance. It is the integral reason that increases the core business of retailing modern. The findings reveal that Tesco company CSR activity helps in increasing organisational productivity (Tesco, 2023). The firm performance through incorporating CSR into the organisation has helped the company enhance its business performance by managing loyalty and customer retention. Maximum profitability leads to an increase the CSR activity with effective performance.

4.3 CSR Contributes to improved employee performance

Employees' performance is significant in increasing business performance and revenue growth. Recognition of the concept of CSR has been appearing to be very lesser among employees than among managers. As stated by De Vass et al. (2023), the importance of CSR has been clear in the organization of the retail sector of the UK. Sharing of the knowledge and initiatives created about CSR perhaps “bottom-up” than “top-down”. Tesco Company has been evident in increasing revenue and employee engagement (Tesco, 2023). Therefore, findings reveal that CSR activity and employee performance, emergent is interlinked.

The framework given above has been implicating the employee's perception of CSR by analyzing different aspects for the improvement of the performance of the employees.

The above-given diagram depicts that the sustainable development goals involve gender equality, climate action, decent work, economic growth and so forth. These SDGs (Sustainable development goals) help the company in motivating staff to retain them for a longer time. Further, the organisation is committed to respecting human rights across the value chain to make sure that individuals who make or grow products are not being exploited to insecure working conditions. Sainsbury's company has had a strong sense of economic, social as well as environmental responsibility and an understanding that the organisation's success is dependent on the community's success. By helping Everyone Eat Better, the organisation is committed to playing an important role in providing delicious and affordable food, which supports sustainable diets and assists customers to decrease their effect on the planet at a time. Further, Sainsbury’s “Plan for Better” set out the sustainability goals across the whole company, outlining the priority focus area, key commitments and progress. With the effect of change in climate conditions being felt across the globe, the organisation is committed to improving the food structure so that it works better for the environment or planet.

Employee performance reflects on employee engagement with the organisation. CSR activity helps increase employees' involvement, which helps the employees to upgrade their skills and get recognition through generating new practical problem-solving, ideas, and originality, which helps in increasing innovation. In other words, according to Islam et al. (2021), organisational productivity and employee performance are interlinked, which provides employees with opportunities to contribute passion with more productivity within the workplace. Therefore, Sainsbury has been involved in providing groceries and other essential products for the household. This company has effectively engaged its employees who help in increasing the business.

4.4 Lack of CSR leads to a loss in competitive advantage and employee retention

CSR influence the competitive advantage of sustainability and therefore enhances employee retention. The retail industry is highly competitive with frequent fluctuation, which leads to a loss of competitive advantage, therefore, CSR engagement helps in reviewing each external affair. Increasing the competition in the context of prices and goods within the retail sector leads to pushes the company to increase the global supply chain. As mentioned by Cri?an-Mitra et al. (2020), ineffective CSR leads to the development of increased risk associated with customer retention and increase competitive disadvantage. The Company's overall performance is highly influenced by CSR performance. For example, the lack of CSR in the Sainsbury company leads to a lot of loss in the company's performance in the overall profit of the company and shows the loss of the firm sale which only generated revenue of some British pounds of "33.35" billion. Although differences have emerged in the awareness level between the workers of "lower level" and the managers that all the staff has been instructed about the importance of CSR and implemented it in every task.

Chapter 5: Discussion of Findings

Theme 1: Significance of corporate social responsibility in the contemporary business world

CSR's role within an organization helps in increasing financial performance, which helps in improving sustainability. It brings innovation, personal growth of the staff and manufacturing of quality products. To rebuild trust, Tesco conducts corporate responsibility committee to ensure the company's attention towards the responsibility of the community (Tesco, 2023). The organisation has involved in the UN Global Compact in the year 2015 and emphasised six areas connected to food wastage, environment, business ethics, health, supplier relationship as well as human rights. As referred by De Vass et al. (2021), Tesco Company has managed the political aspects and helped in increasing the climatic with reduced climatic structure. According to the findings, it is interpreted that CSR has engaged in increasing the sustainability opportunity, which leads to the development of effective firm performance through incorporating CSR into the organisation and has helped the company enhance its business performance by managing loyalty and customer retention. Maximum profitability leads to an increase the CSR activity with effective performance.

The board members of Tesco have increased financial stability through effective leadership skills. It helps in increasing the business and firm performance within the retail sector. As mentioned by Govindan et al. (2021), the team-oriented culture of the firm provides necessary facilities to its employees including health, online learning, free check-ups and support tools. CSR works in different aspects in particular the significance of "corporate social responsibility" in the "contemporary business world" enabling Tesco to meet high-quality standards within the retail sector and emphasise sustainability (Tesco, 2023). Therefore, it is interpreted from a comparative study of the literature and the findings that CSR in Tesco retail company increases the notable sustainability that positively impacted on conducting product programme to ensure the values of indulging empathy, loyalty, and many other things, which result in teamwork which is superior for all the employees.

Theme 2: Key challenges and barriers related to the effective implementation of CSR strategy by the organisation

It has been discussed in the findings section that the firm while executing appropriate corporate social responsibility techniques confronts several challenges such as failure to consider a holistic view of CSR, lack of sufficient financial resources, transparency and strategic planning. Failure to consider a holistic view of CSR is determined as a key issue connected to the implementation of CSR activities in the firm. The company possess a narrow perception of corporate social responsibility. They fail to assess the general view of CSR that enforces a direct influence on the organisation’s stakeholders, and it affects both the community as well as the atmosphere as a whole as mentioned in the literature review section.

CSR is highly influenced by external affairs, which leads to increase barriers to developing and building good CSR. As stated by Govindan et al. (2021), the employees upgrade their skills and lack in getting recognition by generating new practical problem-solving, ideas and originality, which helps, in increasing innovation. As per the result, it is interpreted that Sainsbury has been involved in providing groceries and other essential products for the household. This company has effectively engaged its employees who help in increasing the business. On the other hand, Sainsbury is committed to respecting human rights across the value chain to ensure that individuals who make goods are not being exploited to insecure working conditions. The organisation has a strong sense of economic, social and environmental responsibility as well as understands that the firm’s success is based on the growth of the community. The organisation wants to help every person eat better and through the sustainability agenda, the organisation helps to bring, favourable changes within the UK and globally.

In addition, for the proper implementation of CSR techniques in the organisation, transparency is vital. Practising different strategies with a transparency technique, the issue that is highly noted is the huge data handling. CSR's role in managing the ethics within businesses enables to make effective transparency in maintaining trust among the staff and organisations. According to Islam et al. (2021), strategic planning within CSR is valuable that helps in assessing business ethics. As per the findings obtained, the Key challenges and barriers related to effective CSR strategy implementation within organisations lead to enhance customer retention and effective management of the legal policies in the international market (Sainsbury, 2023). Therefore, it is interpreted from a comparative study of the literature and the findings that CSR has a strong influence on customer retention in the global aspects.

Theme 3: Implications of CSR on Customers, businesses, the Community, and the Environment

CSR has been involved in practising enhancing the user's “overall value proposition” which depicts business community supports firm performance therefore enhancing company brand value within the market. As suggested by Buallay et al. (2020), CSR activity helps increase employees' involvement, which helps the employees to upgrade their skills and get recognition by generating new practical problem-solving, ideas, and originality, which helps in increasing innovation. According to the findings, it is interpreted that the retail industry is highly competitive with frequent fluctuation, which leads to a loss of competitive advantage, therefore, CSR engagement helps in reviewing each external affairs. Sainsbury’s “Plan for Better” set out the sustainability goals across the whole organisation, summarising the priority focus area, key commitments as well as progress. With the effect of change in climate conditions being felt across the world, the company is committed to improving the food structure so that it works better for the environment or planet.

Social responsibility includes the company engaging in preserving the environment, ethical labour practices and promoting volunteering. CSR plays a critical role in improving the business environment that imposes a threat in the context of the political environment. As opined by Suganthi (2019), CSR's role within the business community and external environment helps the company to develop firm performance. Developing and managing the community within the retail sector has been evident in influencing business performance. According to the findings, the implications of CSR on customers, businesses, the community, and the environment in Sainsbury Company enable them to develop strong decisions during different situations (Sainsbury, 2023). Therefore, it is interpreted from a comparative study of the literature and the findings that CSR has imposed several benefits that render the Sainsbury Company to develop sustainability even in the worse situation.

Chapter 6: Conclusion

6.1 Introduction

This segment emphasises providing whole outcomes of the research to fulfil the objectives of the study. The acquired outcomes from the secondary sources are aligned as well as summarised in the segment of the research. The purpose of this segment is to help the practitioners with the implication of the research and provide a contribution to academics. Based on the outcomes, suggestions are presented to implement CSR practices for increasing the performance of the organisation.

6.2 Conclusion

Based on objective one, it can be concluded that corporate social responsibility is the organisational model by which the business increases its contribution to operating in such a way that enhances the environment. It helps in enhancing several aspects of the community and promotes a positive brand value of the firm. CSR is when the business operates in a sustainable manner and deals with social and environmental impacts. Corporate social responsibility plays an important in increasing the brand awareness of the company, attractiveness to the users and organisation growth. Further, the Carroll pyramid model provides the structure the organisation requires to meet the ethical, philanthropic, economic as well as legal demands of the company. It assists the organisation to ensure that they are generating a favourable effect on the internal as well as external stakeholders. It has been analysed from the findings section that Tesco has committed to organising various public activities that influence individuals to attend, to maintain a long-term relationship with the users. Tesco, "Eat Happy project" provide opportunities voluntarily for the person to experience the production process of food as well as learn cooking skills.

With consideration of objective two, it can be concluded that corporate social responsibility (CSR) practices enhance the morale of the employees in the firm, which results in a high level of productivity. The firm that implements the social responsibility initiatives increases the retention level of the users. CSR plays an essential role in increasing the firm’s brand perception, customer attraction, investors and overall success of the firm. Further, to ensure CSR authenticity, the company should look at its organisation’s values and determine which programs link with the goals of the company. The stakeholders, staff, as well as users, prioritise CSR when choosing a brand or company and they keep the firm responsible for suitable social changes with profit and beliefs. It is about how the company manage the business process to produce a positive influence on the community. It has been identified from the data analysis section that Sainsbury’s needs to help every person eat better as well as through the sustainability programme, the firm assists to bring favourable changes within the UK and globally.

Based on objective three, it can be concluded that the firm while executing CSR techniques confronts several issues such as failure to consider a holistic view of CSR, lack of enough financial resources, lack of transparency as well as lack of strategic planning. The company possess a narrow perspective regarding corporate social responsibility. They fail to assess the general view of CSR that enforces a direct effect on the stakeholders and affects both the society and atmosphere as a whole. The company must integrate organisational goals with social objectives. The firm should incorporate CSR in the functions of the firm and assess the priority area and investment. Further, the company do not make a suitable contribution to disclose accurate data, which comes in between maintaining trust among the employees and the organisation. It is identified from the findings section that both Tesco and Sainsbury’s enhance contribution to provide free fruits for the children to enjoy during the process of shopping.

With consideration of objective four, it can be concluded that besides the probable loss of socially conscious users, CSR affects the competence of the firm to attract top talent and impacts employees’ job satisfaction as well as retention rate. It could be concluded that the objectives of the research work have been met properly and the mission has been reached for the successful collection of the data and analyzing it using different methods. The analysis of the theories and the concepts based on different models like the secondary onion model as mentioned above has been mentioned and discussed here (Bougie et al. 2019). The overall activity and the relation of CSR have been done in the retail industry. Further analysis and the collection of the data have been done to do the implementation and the effectiveness of the society. The determination of the data and the analysis has been implemented in society and other factors of the professional industries. Thus, it could be said that all the objectives have been successfully implemented by this research work. Further, the future scope could be said as the overall check should be kept in the implemented strategies, so that if any change is required that could be made certain and the needful could be done for the changes.

6.3 Recommendations

Several recommendations such as the promotion healthy and inclusive workplace culture, aligning community impacts goals with business practices and increasing transparency are suggested to implement CSR practices for improving organisational performance.

• Promoting healthy and inclusive workplace cultures: It is considered a vital strategy that can be advised by the retail business for promoting inclusive workplace cultures. High-visibility training permits organisations to convey their values across the stakeholder divisions, but firms require going beyond a one-day emphasis on diversity as well as inclusion. Companies must recognise ongoing CSR techniques to maintain a favourable organisation culture. A strong workplace culture generates favourable feedback loops that increase the social responsibility mission of the firm. The staffs are more likely to perform their work as well as assist their firm to succeed when they are valued. A successful organisation attracts talent who understand the organisation's culture and favourably promote the culture of the organisation.
• Aligning community impact goals with business practices: Profitable socially responsible organisations assess causes that link with their corporate values, employee base as well as communities. These companies then advance these triggers through sincere or effective actions. The organisation should assess their community goals alongside their organisation practices. An effective corporate responsibility initiative benefits the community and serves the staff. It also enhances the brand value, attracting new talents and enhancing the loyalty of the customers. These outcomes can provide a contribution to revenue and increase the growth of the organisation.
• Increase transparency: It is considered an effective tactic that can be advised to the retail business for implementing CSR practices in the organisation practices. Transparency is useful for the organisation in winning loyalty as well as the trust of the customers. Further, CSR transparency ensures that the pertinent stakeholders (consumers, employees, owners) will get the data they need to accurately analyse the CSR-related performance of the firm. Transparency in the organisation assists in increasing progress both on an individual and organisational level. It also enhances staff and customer satisfaction so that the company enjoy more trust, high growth, and a happier workplace.

6.4 Research limitations 

During the data collection process, several limitations occurred connected to the study. In this study, the secondary source is adopted that provides the perception of the authors. Additionally, this research, research lacks the opinions of humans that are working in the retail sector and can offer reliable data to influence the research quality. Also, there is a possibility that certain information can be obsolete which adversely influences the outcomes of the study.

6.5 Research contribution

The research provides a contribution towards increasing the knowledge about the impact of corporate social responsibility on the performance of the firm. It also provides an effective understanding of the use of CSR practices by the retail sector in order to attain the findings of the study effectively.

6.6 Recommendations for future research

In order to accomplish the study with current information, the primary source has been suggested for the next time. The collection of various journals on corporate social responsibility will assist in acquiring an insightful understanding of the retail industry. The selection of choosing several industries can help in analysing several viewpoints connecting to the adoption of CSR practices in different sectors.

6.7 Reflection

While conducting the research, I confronted issues in searching for suitable data, solving problems and handling time. Although, I overcame them by increasing my knowledge about the research, the research assists me in increasing my competence and knowledge involving time management, communication, searching skills and so forth. In addition, the study helps in increasing knowledge regarding several methods adopted to conduct the research appropriately.

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