Project Red

Group 4

CASE III

1. Discuss the four components of corporate social responsibility (CSR) and how they relate to a charitable campaign such as (Product) RED. How does participation in a cause-marketing event contribute to a company's CSR? What role does sustainability play?

Corporate Social Responsibility or CSR, generally being defines as a business concern of the welfare or wellbeing of the society, and run their business activities and operations in lawful and legally accepted manner to generate profit for the company. The four components of corporate social responsibility are Economic responsibilities by being profitable to the company, Legal responsibilities by obeying the law or playing by the rule, Ethical responsibilities by being ethical in carrying business and Philanthropic responsibilities by being a good corporate citizen and also by improving the quality and standard of living of the community and society. Economic performance is important as the foundation of the other three responsibilities, because if it does not achieve good performance, the other three responsibilities will be questionable.

By participating in a cause-marketing event such as Project (RED), the company has actually achieving and fulfilling the four components of corporate social responsibilities. They make profit for their business, in a legal and ethical behavior, and also being a good corporate organization by contributing their profit for a life-saving cause. This is where sustainability plays its role. I believed corporate organization which is socially responsible, are able to perform better as they were focusing on world’s social problems as an opportunity for them to generate profit for their company.

2. Do you think a partnership with (Product) RED can improve Gap's image? Is it a sign that they are making a commitment to corporate social responsibility or do you agree with critics who say their involvement is an attempt to spit-shine the company's image while...