1. Business Research Methods and Theory of Science Semester project - Examination The concern of Corporate Social Responsibility aspects when building an Expansion Strategy Simona-Diana Saptebani International Marketing Aalborg University, 18th of January, 2011

2. Presenting the structure: What? 1.Purpose of the presentation 2. Key issues of CSR Why? 3.Importance of CSR aspects when creating an expansion strategy How? 4.CSR activity decision 5.CSR strategy process 6.CSR limitations 7.Conclusions

3. Purpose of the presentation: Own creation inspired by Mintzberg (1998) and Wild (2010).

5. Employee rights

6. Environmental protection

7. Community involvement

9. Importance of CSR aspects when building an Expansion Strategy: Mets governmental regulations Planet benefits Consumer and communities sensitivity Competitive advantage To remain competitive Corporate Social Responsibility Society benefits Employee engagement Reputation Business viability Employee recruitment Profit benefits Employee retention Market strengths Responsible behavior Tool for survival Identity strengths

11. CSR strategy process: Wirtschaften (2007)

12. Examples of CSR strategies that companies use to adopt:

14. Can represent more risks than opportunities / higher cost than profits;

15. Integration of CSR requires a deeper transformation of companies' core business and product;

16. Companies have a low level of control over sustainability because this might occur in supply chain rather than in their own operations;

18. The competitive aspects and the supply chain activities need to be looked at also from the CSR point of view, when deciding an expansion strategy;