Presentation mm2021

CORPORATE SOCIAL RESPONSIBILITY -

A CASE STUDY OFCATHAY PACIFIC AIRWAYS

MM2021 - TUT006 - Group 312102347D BUATON, Hon Ming Herman12102262D SIT, Long Shing12101433D WU, Kit Sing12101937D YUEN, Hoi Ying Winnie

Tuesday, 12 November, 13

CORPORATE SOCIAL RESPONSIBILITY﹣DEFINITION

- Classical View- Maximize profits = Maximize Social Surplus

- Socio-economical View- “Go beyond” making profits- Improve social welfare- Involve in Social / Legal / Political issues


CORPORATE SOCIAL RESPONSIBILITY﹣DEFINITION

- Vaaland, et. al (2008) [1]Corporate social responsibility (CSR) is:“management of stakeholder concern for responsible and irresponsible acts related to environmental, ethical and social phenomena in a way that creates corporate benefit”


CATHAY PACIFIC AIRWAYS﹣BACKGROUND

- a Hong Kong-based airline- Founded in 1946- Serving more than 100 destinations- As of 2011,

- 27.6 million passengers- 1649000 tonnes of cargo- HK$5.5billion attributable profit


CORPORATE SOCIAL RESPONSIBILITY﹣WHY?

- Public Expectation

- Corporate Identity & Brand Image

- Organizational Performance


WHAT DO YOU EXPECT CATHAY PACIFIC AIRWAYS

ACHIEVE IN CORPORATE SOCIAL RESPONSIBILITY?


CORPORATE SOCIAL RESPONSIBILITY﹣PUBLIC EXPECTATION

- Environmental Protection- Age & Environmental Awareness

- Negative related

- Social Class & Environmental Awareness- Positively related


CORPORATE SOCIAL RESPONSIBILITY﹣PUBLIC EXPECTATION

- Responsibility in Local Community- >60% of Public expect Business be “responsible”- Expect better CSR in the future


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS

AviationEducational

EnvironmentalMedical

Volunteering


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- CSR Steering Committee

- Senior managers- From 18 departments and subsidiaries.


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- Environmental aspects

- “Fly Greener”- Carbon offsetting- Encourage customers to pay for pollution- Support CO2 emissions reduction projects


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- Aviation and Education aspects

- “I Can Fly”- Recruit teenagers that interested in aviation- Visit aviation facilities- Commit in Social Service


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- Volunteering aspects

- CX Volunteer Team- 4037 hours of volunteering in 2011- Visit elderlies & disadvantaged children- Work in local community


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- Others:

- “Green Explorer” program- Sponsor ORBIS- UNICEF “Change for Good”- Fundraising for victims of natural hazards


CORPORATE IDENTITYOverall images of diverse public

“WHO we are?”“WHERE we are going”


CORPORATE SOCIAL RESPONSIBILITYAND CORPORATE IDENTITY

Stronger Corporate Image Attractiveness!!

Attract more possible investors!!! Develop sense of connection!



- as Marketing Strategies- Improve Brand Reputation

- Greater social impact- Brand’s comparative advantages

- Business Development- Better business environment- Facilitate long-term development



- Customers’ buying intentions- Higher willingness of making purchases

- Employees’ job satisfaction- Better brand image- Employee proud of their work- Loyalty to company



- A short summary:- Maintain distinctive ethical values- Socially-responsible commitment- Green Marketing


- “Fly Greener”- Demonstrate environmental awareness- Customers’ buying intention

CORPORATE IDENTITY & CSR﹣APPLICATION OF CX


CORPORATE IDENTITY & CSR﹣APPLICATION OF CX

- Fundraising activities- Display concern of the society and the world- “Global Citizen”- As marketing strategies


PERFORMANCETeam Performance

Financial Performance


CORPORATE SOCIAL RESPONSIBILITYAND PERFORMANCE

- Team Performance- Team Self-efficacy and Self-esteem- Legal Citizenship- Self-worth in society- Team membership



- Financial Performance- Better Brand Reputation

- Differentiation of Products- Increase Price-earnings Ratio

- Higher Team Efficiency



- Value of Intangible Assets- Attract better human capital- Greater innovative capability


PERFORMANCE & CSR﹣APPLICATION OF CX

- CX Volunteer Team- Employees’ participation- Be representatives of CX- Employees’ team membership


PERFORMANCE & CSR﹣APPLICATION OF CX

- “I Can Fly”- Identify potential talents- Consolidate their interests


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- Strong CSR

- Diverse CSR- Meet Public Expectation- Clear Corporate Identity & Better Brand Image- Team & Financial Performance


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- Possible Drawbacks

- Motive- Lost of Focus


CORPORATE SOCIAL RESPONSIBILITYIN CATHAY PACIFIC AIRWAYS- Potential Improvement

- More Responsibility on Carbon Offsetting- Improve Employees Welfares- Expand the Target Group


REFERENCEDeborah Rolland, Jana O'Keefe Bazzoni, (2009) "Greening corporate identity: CSR online

corporate identity reporting", Corporate Communications: An International Journal, Vol. 14 Iss: 3, pp.249 - 263

Lin, C., Baruch, Y., & Shih, W. (2012). Corporate social responsibility and team performance: The mediating role of team efficacy and team self-esteem. Journal of Business Ethics, 108(2), 167-180.

Sebastian Arendt, Malte Brettel, (2010) "Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance", Management Decision, Vol. 48 Iss: 10, pp.1469 - 1492

Tang, Z., Hull, C. E., & Rothenberg, S. (2012). How corporate social responsibility engagement strategy moderates the CSR-financial performance relationship. Journal of Management Studies, 49(7), 1274-1303.

Vaaland, T.I., Heide, M. and Gronhaug, K. (2008), “Corporate social responsibility: investigating theory and research in the marketing context”, European Journal of Marketing, Vol. 42, pp. 927-53.

Cathay Pacific (2012), En route to Sustainability - Sustainable Development Report 2011, from http://downloads.cathaypacific.com/cx/aboutus/sd/2011/index.htm

Background photos from http://www.cathaypacific.com


http://downloads.cathaypacific.com/cx/aboutus/sd/2011/index.htm

http://downloads.cathaypacific.com/cx/aboutus/sd/2011/index.htm

http://www.cathaypacific.com

http://www.cathaypacific.com

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