Alternative Perspectives on Corporate Social Responsibility (CSR) in the UK National Government, Business and Higher Education Academies Miss Ya-Ting (Nancy) Huang Professor David Botterill Professor Eleri Jones Welsh School of Hospitality Tourism and Leisure Management University of Wales Institute, Cardiff

Structure Introduction Aim Background Methodology Case Studies Preliminary Findings Conclusion

Introduction The concepts of CSR and sustainable development are beginning to be understood as related concepts. To report on the preliminary stage of a doctoral research project which will develop a formal description of CSR for businesses operating at marine tourism destinations. Generalisations in the discourse of CSR in the UK.

Aim The CSR agenda CSR influence in governmental, business and education activities

Divisions in Responsibilities Economic Responsibility Legal Responsibility Ethical Responsibility Discretionary/Philanthropic Responsibility (Adapted by Carroll, 1979: 2000; Longon, Mura and Bonoli, 2005)

Methodology Qualitative methodology. A comparative case study between government, business and higher education academies in the UK. Data from the three case studies is used to identify similarities and differences in CSR discourses.

Three Case Studies 1.The CSR Academy: To promote CSR skills and competencies 2.The Association of Business Schools: To reflect the progress in the business schools 3.The Higher Education Academy: To respond to agendas and explore the opportunities

Case Study 1- The CSR Academy March , London The Department of Trade and Industry (DTI) A number of Programme Partners and Contracted Agents: –Accountability, –Ashridge Management College, –Association of Business Schools (ABS), –British Chambers and Commerce, –British Standards Institution (BSI), –Business in the Community, –Chartered Institute of Personnel Development (CIPD) –the Stationary Office. Human Resources professionals

Case Study 2 – The Association of Business Schools (ABS) March 20/ , Birmingham One of five national partners in the DTI CSR Academy. Representative body for all leading business schools in UK Attendants were mainly Business School lecturers.

Case Study 3 – HE Academy March 23/ , Liverpool Three Subject Centre –Hospitality, Leisure, Sport & Tourism (HLST), –Sociology, Anthropology and Politics (C-SAP), –and Geography, Earth & Environmental Sciences (GEES) organisations. Participants were primarily higher- education lecturers.

Preliminary Findings Case Study 1 The CSR Academy Case Study 2 ABS Case Study 3 HE Academy What issue?Human Resource Management Regulation (Policy) Competition Employees'’ understanding Business Ethics Human Rights Culture Diversity Economy Sustainability Environmental- Friendly Society Community Which issue needs to be improved? EconomyEthicsEnvironment PolicyCommunity Whose responsibility Corporation Individual Citizens HR DirectorEmployee

Correspondence Between Three Case Studies Case Study 1 CSR Academy Case Study 2 Association of Business Schools Case Study 3 Higher Education Academy

Correspondence Between Three Case Studies CSR Academy Association of Business Schools Higher Education Academy

Substantive Topics CSR Academy Association of Business Schools Higher Education Academy Stakeholder Indicator Competitive Advantage Human Rights Business Strategy Business Internal Environment Economic Performance Legal Consideration Business Ethics Economic Sustainability

Substantive Topics CSR Academy Association of Business Schools Higher Education Academy Natural Environment Community Sustainability

Substantive Topics CSR Academy Association of Business Schools Higher Education Academy Social Justice Business External Environment Sustainability (?)

Strategies for change CSR Academy Association of Business Schools Higher Education Academy Employment Policy Employee awareness

Strategies for change CSR Academy Association of Business Schools Higher Education Academy Education Students’ Participation

Conclusion Government, business and the higher education academics have different approaches to the concept of CSR. Social Justice, Sustainability and Business External Environment are found in all three case studies. The government recognises the importance of CSR and is trying to build relationships with business and universities so that CSR can be better integrated into business strategy. Challenges and opportunities.

Thank you for your attention Professor David Botterill Professor Eleri Jones