Researching Study on 'Breadtalk'

1. CSR definition and CSR in BreadTalk

Corporate social responsibility (CSR) is the obligation of organisations to behave in ethical and moral ways (Wood et al 2010). In contemporary society, when the enterprises are making the profits, as well as, they are expected to do some contributions to feed back the society. But why should the companies become a fan of the CSR? Mr Koh Juan Kiat explained that adopting CSR brings intangible benefits such as a good reputation for the company, high morale among employees and improved performance and attracts investors. Employees will also take greater pride in their company and this will affect productivity (Tay 2009). A enterpise, which has the ambitious goal, will attempt to bulid the CSR programs to arrive win-win. The enterpise can make the use of reputation for CSR programs to promote corporation's strength or earn money, and the society can be gained the contributions by these CSR programs.

As a ambitious company, BreadTalk does the CSR programs successfully and adequately. In 2008, a major nature disaster brought the countless sorrows and sadnesses to the Wenchuang, China. People of all circles were trying their best to do some favors after the ruthless disaster and the BreadTalk created 'Ping Chuan Xiong' (Peace Panda) (Breadtalk Concept). This program had raised S$40,000 in barely one week together with the efforts of the Red Cross (Ang 2008). After the BreadTalk launched this project, people could get such positive responses, which proved that BreadTalk had particular influence and the potential maketing effects. On the other hand, the humanity and compassion shown by the BreadTalk in this project, was the good way to publicise the company, made the consumers issue the commendable comments and increase their customer loyalty, but the most important thing was that disaster areas could receive the valuable donation. In addition to above, BreadTalk conducted another CSR project that reduced the thickness of their...