Winning Strategies Phase 2 Team B3 Team B3

Vision WaveRiders to become leaders of RIB in the European market by understanding our market and customers ConclusionPolicyCSR Vision

Departments Goals Visions Increase efficiency Increase revenues Increase market share to become leaders of RIB in the European market by understanding our market and customers ProductionHRMarketingFinance WaveRiders ConclusionPolicyCSR Vision

ConclusionPolicy CSR VisionCSR Customers GovernmentsCreditors Employees

Corporate Social Responsibility Corporate Social Responsibility represents a concern with the needs and goals of society which goes beyond the merely economic. insofar as the business system as it exists today can only survive in an effectively functioning free society, the corporate social responsibility movement represents a broad concern with the business's role in supporting and improving the social order. Source: (Eells, R. et al 1974) ConclusionPolicy CSR Vision

Pyramid Philanthropic Ethical Legal Economic Source: (Caroll, A. et al 1991) ConclusionPolicy CSR Vision

ConclusionPolicy CSR Vision Stakeholders (CSR) Public interest group ShareholdersInvestorsCustomers Management and Employees Suppliers Governmen t bodies Board of directors Creditors How do stakeholders perceive CSR ???

Designing CSR: An Integrated Framework Eight steps to implement CSR from a marketing perspective: Understand the organization (its values and norms) Understand the organization (its values and norms) Identify who are the key stakeholders Identify who are the key stakeholders Identify what the key stakeholders expect from the company (in terms of CSR) Identify what the key stakeholders expect from the company (in terms of CSR) Assess the CSR policy that fits to the organization Assess the CSR policy that fits to the organization Audit current practices Audit current practices Implement and prioritize CSR changes Implement and prioritize CSR changes Communicate CSR within stakeholders Communicate CSR within stakeholders Search for feedback from the stakeholders Search for feedback from the stakeholders Conclusion PolicyCSR Vision Source: (Maon, F. et al 2009)

Dept: Marketing On one of the strategic goals of our winning strategies was to increase revenue by 10% PA. On one of the strategic goals of our winning strategies was to increase revenue by 10% PA. Awareness Program on the Safe use of Rigid Inflatable Boats (RIB) – SafeWave Awareness Program on the Safe use of Rigid Inflatable Boats (RIB) – SafeWave Inclusion of Maritime Rescue Team Inclusion of Maritime Rescue Team Safer Use of WaveRider Boats by users Safer Use of WaveRider Boats by users Conclusion PolicyCSR Vision

Dept: Production Strict Adherence to UK & EU laws Strict Adherence to UK & EU laws Company to offer Warranties of RIB's to customers Company to offer Warranties of RIB's to customers Product to attempt to exceed the safety requirements of EU & UK Product to attempt to exceed the safety requirements of EU & UK Product should start using recycled material (as much as can be used). Product should start using recycled material (as much as can be used). Safe & Clean working Environment Safe & Clean working Environment Conclusion PolicyCSR Vision

Dept: Human Resource Increase Efficiency Equal opportunities for new employment Equal opportunities for new employment Donation Program – donation to National Lifeguard Facilities & Maritime Rescue Teams Donation Program – donation to National Lifeguard Facilities & Maritime Rescue Teams Move for paper-less organization Move for paper-less organization Conclusion PolicyCSR Vision

Dept: R&D New Technology Innovation to also focus on reduced CO2 emissions – Going Green products. New Technology Innovation to also focus on reduced CO2 emissions – Going Green products. Research to further check which materials can be used from recycled materials Research to further check which materials can be used from recycled materials Conclusion PolicyCSR Vision

Conclusion The Inclusion of CSR in WaveRiders did not affect the Initial Vision & Goals The Inclusion of CSR in WaveRiders did not affect the Initial Vision & Goals An Active CSR Policy will empower WaveRiders in comparison to other Companies in the same Market An Active CSR Policy will empower WaveRiders in comparison to other Companies in the same Market CSR Policy takes into effect the Industry WaveRiders operates in CSR Policy takes into effect the Industry WaveRiders operates in Inclusion of CSR policies will improve:- Inclusion of CSR policies will improve:- Corporate Image Corporate Image Employee Morale Employee Morale Stakeholders Satisfaction apart from other goals Stakeholders Satisfaction apart from other goals ConclusionPolicyCSR Vision

References Eells, R., & Walton, C. (1974). Conceptual foundations of Business (3rd Edition). Burr Ridge, IL: Irwin Eells, R., & Walton, C. (1974). Conceptual foundations of Business (3rd Edition). Burr Ridge, IL: Irwin Maon, F., Lindgreen, A., Swaen, V. (2009). Designing and implementing corporate social responsibility: An integrative Framework Grounded in theory and practice. Journal of Business Ethics. Vol. 87, Pg Maon, F., Lindgreen, A., Swaen, V. (2009). Designing and implementing corporate social responsibility: An integrative Framework Grounded in theory and practice. Journal of Business Ethics. Vol. 87, Pg Carroll, A. (1991), The Pyramid of Corporate Social Responsibility: Toward The Morai Management of Organizational Stakeholders, nsibility.pdf. Carroll, A. (1991), The Pyramid of Corporate Social Responsibility: Toward The Morai Management of Organizational Stakeholders, nsibility.pdf. Sen, S., Bhattacharya, C. (2006), The role of corporate social responsibility in strengthening multiple stakeholder relationships: a field experiment, Journal of the Academy of Marketing Science, Vol.34, Issue.2, Pg Sen, S., Bhattacharya, C. (2006), The role of corporate social responsibility in strengthening multiple stakeholder relationships: a field experiment, Journal of the Academy of Marketing Science, Vol.34, Issue.2, Pg Corporate social responsibility and the identification of stakeholders. Vos, J. F. J. (2003), Corporate social responsibility and the identification of stakeholders. Corporate Social Responsibility and Environmental Management, 10: 141–152. Corporate social responsibility and the identification of stakeholders. Vos, J. F. J. (2003), Corporate social responsibility and the identification of stakeholders. Corporate Social Responsibility and Environmental Management, 10: 141–152.

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