Skip to main content Skip to main navigation menu Skip to site footer
  • Register
  • Login
  • Language
    • English
    • Język Polski
  • Menu
  • Home
  • Current
  • Archives
  • Announcements
  • About
    • About the Journal
    • Submissions
    • For Reviewers
    • Editorial Team
    • Privacy Statement
    • Contact
  • Register
  • Login
  • Language:
  • English
  • Język Polski

Journal of Positive Management

THE ACTIVITIES OF FOODSERVICE COMPANIES IN THE AREA OF CORPORATE SOCIAL RESPONSIBILITY – ON THE EXAMPLE OF INTERNATIONAL FAST FOOD CHAIN
  • Home
  • /
  • THE ACTIVITIES OF FOODSERVICE COMPANIES IN THE AREA OF CORPORATE SOCIAL RESPONSIBILITY – ON THE EXAMPLE OF INTERNATIONAL FAST FOOD CHAIN
  1. Home /
  2. Archives /
  3. Vol. 8 No. 1 (2017) /
  4. Articles

THE ACTIVITIES OF FOODSERVICE COMPANIES IN THE AREA OF CORPORATE SOCIAL RESPONSIBILITY – ON THE EXAMPLE OF INTERNATIONAL FAST FOOD CHAIN

Authors

  • Edyta Gheribi University of Lodz, Department of Finance and Strategic Management, Lodz

DOI:

https://doi.org/10.12775/JPM.2017.005

Keywords

management, strategy, competitors, social responsibility, food service

Abstract

The aim of this paper is presentation of the activities of food service companies in the area of social responsibility. In today’s business world, there are many strategies being used to run business. Interest of the topic of corporate social responsibility has growing rapidly. Many companies have started to engage in CSR as strategy in order to gain benefits that can give them an added advantage over their competitors. The corporate social responsibility (CSR) is the company’s strategy, based on the assumption that business is responsible for the society within which it operates. There have been increasing numbers of companies engaged in CSR. CSR is becoming an important issue in the food service business. Nowadays CSR can drive companies to succeed in business by increasing sales volume and brand awareness and also added advantage over their competitors. For this thesis was decided to choose McDonald’s corporation as a case study. This is one of the famous restaurants all over the world. McDonald’s has a good reputation in terms of social responsibility. Hence, the significance of this paper is not only to increase related stakeholders’ understanding of CSR, resulting in the achievement of long term sustainability, but also fill in the academic gap of CSR, especially for catering business in Poland. The main objective of the article will be to find out, how McDonald's implements CSR towards employees, customers, supply partners and the community.

Purpose: The aim of this paper is presentation of the activities of food service companies in the area of social responsibility on example of international fast food chain – McDonald’s.

Methodology: For this thesis was decided to choose McDonald’s corporation as a case study, empirical, qualitative research method.

Findings: Since last year’s McDonald's has been seen to adopt a more proactive strategy on CSR. McDonald’s has set good examples of social responsibility. Corporate social responsibility McDonald’s takes part in: animal welfare, corporate giving/Ronald McDonald House Charities, education scholarships, employment practices for, environmental practices, work with Corporate Social Responsibility Suppliers, Corporate Responsibility McDonald’s Reports.

The evidence presents a case that the corporation is implementing CSR policies as a means to greater profitability. It is promoting itself as a notable corporate citizen and has turned CSR around from a cost of doing business into a profitable enterprise and been commended for it.  But, McDonalds CSR strategies mostly lay in the overlapping ethics/law area.

Originality/value: Hence, the significance of this paper is not only to increase related stakeholders’ understanding of CSR, resulting in the achievement of long term sustainability, but also fill in the academic gap of CSR, especially for catering business in Poland. The demand for results is related to a poor adoption of CSR in small companies, especially in the gastronomy business. There is a possibility to improve performance with the example of McDonald’s as the role model.

References

Andrews, K. R. (1987), The Concept of Corporate Strategy, (third edition), Dow Jones-Irwin, Homewood.

Bénabou, R., Tirole, J. (2010), "Individual and corporate social responsibility", Economica, Vol. 77 No. 305, pp. 1-19. DOI: 10.1111/j.1468-0335.2009.00843.x

Bowen, H. (1953), Social Responsibilities of the Businessman, New York: Harper and Row Press, New York.

Burke, L., Logsdon, J., (1996), "How Corporate Social Responsibility Pays Off", Long Range Planning, Vol. 29, pp. 495-502.

Crane, A., Matten D. (2015), Business Ethics, a European Perspective, Managing Corporate Citizenship and Sustainability in the Age of Globalization, (fourth edition), Oxford, University Press, Oxford.

Dlott, J., Gunders, D., Arnold, A. (2006), Sustainability Trends in the Agrifood Sector. Sure Harvest Briefing Paper, UK Sure Harvest, Soquel.

ECHR (2005), "Case of Steel and Morris v. The United Kingdom" (application no. 68416/01) judgment, Strasbourg: 15 February 2005, available at: http://portal.nasstar.com (accessed 20 April 2017).

Fassin, Y. (2008), "SMEs and the fallacy of formalizing CSR", Business Ethics: A European Review, Vol. 17 No. 4, pp. 364-378.

Flyvbjerg, B. (2011), "Case study", in: Denzin, N. K., Lincoln, Y. S. (Eds.), The Sage Handbook of Qualitative Research, 4th ed., CA: Sage, Thousand Oaks, pp. 301-316.

Genier, C., Stamp, M., Pfitzer, M. (2009), "Corporate social responsibility for agro-industries development, Agro-industries for Development", in: Silva, C. A. da., Baker, D., Shepherd, A., Jenane, C., Miranda-da-Cruz, S. (Eds.), Agro-industries for development, UKCABI, Oxfordshire, pp. 223-251.

Grant, R. M. (2005), Contemporary Strategy Analysis: Concepts, Techniques, Applications, Blackwell Publishers, Oxford.

Hart, S., Ahuja, G., Arbor, A. (1996), "Does it pay to be green? An empirical examination of the relationship between emission reduction and firm performance", Business Strategy and the Environment, Vol. 5, pp. 30-37.

Heyder, M., Theuvsen, L. (2009), Determinants and effects of corporate social responsibility in German agribusinesses. A PLS Model, Strategien und Unternehmensperformance im Agribusiness, Cuvillier Verlag, Göttingen.

HM Courts Service (1997), Summary Judgement McDonalds Corporation v Steel & Morris, Justice, available at: http://web.archive.org, http://mcdonalds.pl/o-mcdonalds/kim-jestesmy/, https://www.statista.com/statistics/208917/revenue-of-the-mcdonalds-corporation-since-2005/ (accesed 25 June 2017).

Hunt, S., Morgan, R. (1995), "The comparative advantage theory of competition", Journal of Marketing, Vol. 60 No. 4, pp. 1‐15.

Husted, B.W., Allen, D.B., (2007), "Strategic Corporate Social Responsibility and Value Creation among Large Firms Lessons from the Spanish Experience", Long Range Planning, Vol. 40, pp. 594-610. DOI: 10.1016/j.lrp.2007.07.001

Ite, U. (2004), "Multinationals and corporate social responsibility in developing countries: a case study of Nigeria", Corporate and Social Responsibly and Environment Management, Vol. 11 No. 1, pp. 1-11. DOI: 10.1002/csr.49

Jenkins, H. (2009), "A business opportunity mode of corporate social responsibility for small-and medium sized enterprises", Business Ethics: A European Review, Vol. 18 No. 1, pp. 21-36.

KPMG International (2015), KPMG International Survey of Corporate Responsibility Reporting, KPMG, Amsterdam.

Lubin, D., Esty, D. (2010), "The Sustainability Imperative", Harvard Business Review, May, pp. 1-25.

Maloni, M. J., Brown, M. E. (2006), "Corporate social responsibility in the supply chain: an application in the food industry", Journal of Business Ethics, Vol. 68 No. 1, pp. 35-52. DOI: 10.1007/s10551-006-9038-0

McDonald’s Corporation (2017), Company Information, available at: http://corporate.mcdonalds.com/mcd.html (accessed 20 June 2017).

McWilliams, A., Siegel, D. (2001), "Corporate social responsibility: A theory of the firm perspective", Academy of Management Review, Vol. 26 No. 1, pp. 117-127.

Miles, M. P., Covin, J. G. (2000), "Environmental marketing: A source of reputational, competitive, and financial advantage", Journal of Business Ethics, Vol. 23 No. 1, pp. 299-311.

Millington, A., Crane, A., McWilliams, A., Matten, D., Moon, J., Siegel, D. S. (2009), Responsibility in the supply chain, The Oxford Handbook of Corporate Social Responsibility, Oxford University Press, Oxdord.

Mitchell, R. K., Agle, B. R., Wood, D. J. (1997), "Towards a Theory of Stakeholder Identification and Salience: Defining the Principle of Who and What Really Counts", Academy of Management Review, Vol. 22 No. 4, pp. 853-886.

Moon, J., Vogel, D., Crane, A., McWilliams, A., Matten, D., Moon, J., Siegel, D. S. (2009), Corporate social responsibility, government, and civil society, The Oxford Handbook of Corporate Social Responsibility, Oxford University Press, Oxford.

Moore, G., Robson, A., (2002), "The UK supermarket industry: an analysis of corporate social and financial performance", Business Ethics: A European Review, Vol. 11 No. 1, pp. 25-39.

Phillips, R. (1999), "On Stakeholder Delimitation", Business and Society, Vol. 38 No. 1, pp. 32-34.

Richards, Z., Thomas, S. L., Randle, M., Pettigrew, S. (2015), "Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry documents", Australian and New Zealand Journal of Public Health, Vol. 39 No. 6, pp. 550-556. DOI: 10.1111/1753-6405.12429

Russo, A., Perrini, F. (2009), "Investigating stakeholder theory and social capital: CSR in large firms and SMEs", Journal of Business Ethics, Vol. 91, pp. 207-221. DOI: 10.1007/s10551-009-0079-z

Sharma, S., Vredenburg, H. (1998), "Proactive corporate environmental strategy and the development of competitively valuable capabilities", Strategic Management Journal, Vol. 19, pp. 729-753. DOI: 10.1002/(SICI)1097-0266(199808)19:83.3.CO;2-W

Simpson, G., Kohers, T. (2002), "The Link Between Corporate Social and Financial Performance: Evidence from the Banking Industry", Journal of Business Ethics, Vol. 35 No. 2, pp. 97-109. DOI: 10.1023/A:1013082525900

Journal of Positive Management

Downloads

  • PDF

Published

2017-09-29

How to Cite

1.
GHERIBI, Edyta. THE ACTIVITIES OF FOODSERVICE COMPANIES IN THE AREA OF CORPORATE SOCIAL RESPONSIBILITY – ON THE EXAMPLE OF INTERNATIONAL FAST FOOD CHAIN. Journal of Positive Management. Online. 29 September 2017. Vol. 8, no. 1, pp. 64-77. [Accessed 14 June 2025]. DOI 10.12775/JPM.2017.005.
  • ISO 690
  • ACM
  • ACS
  • APA
  • ABNT
  • Chicago
  • Harvard
  • IEEE
  • MLA
  • Turabian
  • Vancouver
Download Citation
  • Endnote/Zotero/Mendeley (RIS)
  • BibTeX

Issue

Vol. 8 No. 1 (2017)

Section

Articles

License

Copyright

Articles submitted to the journal should not have been published before in their current or substantially similar form, or be under consideration for publication with another journal. Authors submitting articles for publication warrant that the work is not an infringement of any existing copyright and will indemnify the publisher against any breach of such warranty. For ease of dissemination and to ensure proper policing of use, papers and contributions become the legal copyright of the publisher unless otherwise agreed.

Plagiarism and ghostwriting

In response to the issue of plagiarism and ghostwriting the editors of the Journal of Positive Management has introduced the following rules to counteract these phenomena:

1. Contributors should be aware of their responsibility for a content of manuscripts.

2. Collective authors are obliged to reveal the contribution and an affiliation of each author (i.e. who is an author of specified part of a paper).

3. Any act of dishonesty will be denounced, the editors will inform appropriate institutions about the situation and give evidence of all cases of misconduct and unethical behaviour.

4. The editors may ask contributors for financial disclosure (i.e. contribution of specified institutions).

Stats

Number of views and downloads: 2355
Number of citations: 0

Search

Search

Browse

  • Browse Author Index
  • Issue archive

User

User

Current Issue

  • Atom logo
  • RSS2 logo
  • RSS1 logo

Information

  • For Readers
  • For Authors
  • For Librarians

Newsletter

Subscribe Unsubscribe

Language

  • English
  • Język Polski

Tags

Search using one of provided tags:

management, strategy, competitors, social responsibility, food service
Up

Akademicka Platforma Czasopism

Najlepsze czasopisma naukowe i akademickie w jednym miejscu

apcz.umk.pl

Partners

  • Akademia Ignatianum w Krakowie
  • Akademickie Towarzystwo Andragogiczne
  • Fundacja Copernicus na rzecz Rozwoju Badań Naukowych
  • Instytut Historii im. Tadeusza Manteuffla Polskiej Akademii Nauk
  • Instytut Kultur Śródziemnomorskich i Orientalnych PAN
  • Instytut Tomistyczny
  • Karmelitański Instytut Duchowości w Krakowie
  • Ministerstwo Kultury i Dziedzictwa Narodowego
  • Państwowa Akademia Nauk Stosowanych w Krośnie
  • Państwowa Akademia Nauk Stosowanych we Włocławku
  • Państwowa Wyższa Szkoła Zawodowa im. Stanisława Pigonia w Krośnie
  • Polska Fundacja Przemysłu Kosmicznego
  • Polskie Towarzystwo Ekonomiczne
  • Polskie Towarzystwo Ludoznawcze
  • Towarzystwo Miłośników Torunia
  • Towarzystwo Naukowe w Toruniu
  • Uniwersytet im. Adama Mickiewicza w Poznaniu
  • Uniwersytet Komisji Edukacji Narodowej w Krakowie
  • Uniwersytet Mikołaja Kopernika
  • Uniwersytet w Białymstoku
  • Uniwersytet Warszawski
  • Wojewódzka Biblioteka Publiczna - Książnica Kopernikańska
  • Wyższe Seminarium Duchowne w Pelplinie / Wydawnictwo Diecezjalne „Bernardinum" w Pelplinie

© 2021- Nicolaus Copernicus University Accessibility statement Shop