Breadtalk Expansion in Austrailia

1. Founded in 2000, BreadTalk Group Limited (BreadTalk) consists of BreadTalk Pte Ltd, Toast Box, Food Republic, RamenPlay and The Icing Room (BreadTalk AR 2012).

Breadtalk implements Corporate Social Responsibility (CSR) programmes that “seek to give back to society and make a difference to the lives of people in need” (BreadTalk 2012).

CSR refers to situations where organisation “exceeds compliance and engages in social exchanges that positively impact the society, beyond the interests of the organisation; that which is required by law” (McWilliams & Siegel 2001).

BreadTalk raised over $10,000 for 2004 tsunami victims and in 2005, donated all proceeds from the sale of “Peace Panda” buns to victims of the Sichuan Earthquake. (BreadTalk 2004)

BreadTalk contributes to creating a sustainable society that provides work-life balance by holding weekly TIR Junior Chef Workshops at The Icing Room for “engaging the young and foster family bonding”(BreadTalk 2012).

BreadTalk cares for the environment beyond the interest of the organisation’s input by using biodegradable plastic-bags which are 15% more costly (Goh 2009).

Organisational Behaviour is the analysis of how individuals, groups and structure influence and are influenced by behaviour inside organisations, for the objective of implementing the knowledge towards improving the effectiveness of the organisation (Robins & Langton 2004).

An organisation’s character is revealed through their CSR practices (Gond et al 2010). Employees’ perception, evaluation, judgment and reaction to CSR practices could lead to them rewarding or punishing CSR practices and engaging in productive or counterproductive work behaviours (Gond et al 2010). Counterproductive behaviour leads to decrease in productivity which decreases the organisation’s overall economic performance (Ganly 2010).

Identifying themselves with an organisation increases the likelihood of employees incorporating their self-identities and...