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留学生论文范文:肯德基的企业社会责任(9)

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
 
Kotler and Lee (2005) also conclude that companies have experienced a range of bottom-line benefits, they have summarized six points, and each point will be explained as follows.
 
Increased sales and market value
Drumwright (1994) already mentioned that CSR will have a great effect on the customer purchase behaviour. A survey which made by Klein (1990), have stated that "75% of customers have said their purchasing decisions are influenced by a company's reputation with respect to the environment, and eight in ten have said they would pay more for products that are environmentally friendly."Therefore, it is obviously that more social responsibility that corporations taken, more sales of the product.
 
Strengthened brand positioning
Pringle and Marjorie (2001) make a statement that a company or brand's contribution which links to a relevant charity or cause can make to the "spirit of the brand". In their book Brand Spirit, they concluded that customers are going beyond "the practical issues of functional product performance or rational product benefits and future than the emotional and psychological aspects of brand personality and image." As mentioned above in each responsibility of KFC, the spirit that participation in corporate social initiatives has given to the KFC, the brand itself.
 
Enhanced corporate image and clout
The company will gain a good image and clout from the CSR, for example, the positive press from reports, and also with a strong reputation in the community can be a real asset in times of crisis. "Companies that demonstrate they are engaging in practices that satisfy and go beyond regulatory compliance requirements are being given less scrutiny and more free rein by both national and local government entities (Kotler and Lee, 2005).
 
Increased ability to attract, motivate, and retain employees
The studies that made by Cone and Roper (2000) indicate that a company that contribute to the society can have a positive influence on their current employees, as well as citizens and executives. According to their survey in 2001, there are 38% of employees who in the CSR programme are proud of their company's value which is much better than the employees who are not involved in the CSR program.
 
Decreased operating costs
Most of the companies want to decrease operating costs and increased the revenue from several corporate social initiatives. The obvious thing for the companies to do is to adopt environmental initiatives to reduce waste, reuse materials, recycle, and conserve water and electricity (Kotler and Lee, 2005). And as mentioned above, all KFC restaurants use more efficient lighting system which not only reducing the Carbon emission, but also reducing the operating costs.(责任编辑:quanlei_cai)


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