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留学生论文范文:肯德基的企业社会责任(10)

时间:2018-01-17 16:38来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
 
Increased appeal to investors and financial analysts.
There also have some argue that involvement in corporate social initiatives can increase the stock value. The company who involved in corporate social initiatives could have the ability to attract new investors and reduce exposure to risk in the event of corporate or management crises (Kotler and Lee, 2005).
 
5. The Recommendation for KFC 对肯德基提出的建议
Kotler and Lee (2005) has mentioned six major initiatives of the corporate social responsibilities, which will be cause promotions, cause-related marketing, corporate social marketing, corporate philanthropy community volunteering and socially responsible business practices. For KFC, they have done many of them. As it can be seen in table 3, it is a list of each initiative of KFC.
 
Even though it is seems that KFC have done most of the activities of CSR, it is also has some shortage. The most oblivious one is in the cause promotions part. Cause promotion is a "corporation provides funds, in-kind contributions, or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation, or volunteer recruitment for a cause (Kotler &LEE,2005)". However, most activities in society are sponsored by KFC's parent company YUM!, not KFC itself. The biggest shortage of that is if the customers do not know KFC is belong to the YUM!, then the awareness of KFC do not exist. KFC should do more promotions and sponsored the event itself, not just relay on the YUM!. And this problem is happened on the corporate philanthropy part.
 
6. Conclusion 结论
Even though different authors have indicated different kinds of definition and elements about corporate social responsibility, eventually, the main part of CSR does not change. The public will also keep eyes on the environmental, social issues and ethical issues, especially for a company with an outstanding reputation. During the course of this paper the reader will come across several findings of the corporate social responsibility pose to the Kentucky Fried Chicken. KFC has held a successful presence in UK retail industry for many years, with high levels of brand image. Kentucky Fried Chicken takes responsibility that protecting environment and involving social measures instead of waiting the government imposes particular laws. KFC should realize the important of corporate social responsibility and choose the appropriate way to carry out those measures.
 
My placement at KFC has been a valuable experience, being able to observe how to run a restaurant in regard to its social responsibility. Clearly, it is useful for my future career and reward for my whole life. Not only broad my horizon but also enrich my life.
 
7. Appendix 附录
7.1 Appendix 1(责任编辑:quanlei_cai)


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