Strategy management - Essay Example

Investors and the general public have become increasingly aware of the social, ethical and environmental contributions of the companies towards the society (Schwartz, 2011, p.29). These acts of social contribution help to develop a brand of goodwill for the companies. The acts on corporate social responsibility spreads a message that the company is a responsible citizen and is there to co-exist for longer period of time. This develops faith among the consumers and investors that influences their decision in favour of entering into relationship, transactions and investment in the companies.

As a long term effect, corporate social responsibility increases the prospects of business growth, profitability and sustainability. Here lies the motivation of companies for adoption of corporate social responsibility measures. The Switzerland based Alliance Boots is no exception for adoption of corporate social responsibility (Horrigan, 2010, p.37). The company gets motivation for adoption of corporate social responsibility as it leads to long term growth, increased market share and profitability.

Alliance Boots is an international pharmacy-based health and beauty products provider in several countries across the world. The group acknowledges corporate social responsibility as an integral part of their business as they understand the relationship between a good business and being a good corporate citizen of the society (Banerjee, 2007, p.49). The community, environment, marketplace and the workplace are the focus areas for undertaking corporate social responsibility of the companies. Considering the example of Alliance Boots, the company contributes though its chain of pharmacies and independent pharmacies to develop the health standards of the community.

The group is also committed to be a leader in mitigating the threats to the environment like global warming. This is done by undertaking active part to reduce carbon emissions to the environment. In order to integrate activities of corporate social responsibility into business process, the market place activities and the workplace activities of companies are dominated by their core business values, mission and vision. Apart from this, the companies have a strong system of governance that monitors and controls the activities of the employees and the business activities.

For example, Alliance Boots exhibits all these features while undertaking corporate social responsibility (Crowther and Rayman-Bacchus, 2004, p.35). Strategies of companies driven by the ethical issues and corporate social responsibility The strategies adopted by the companies are influenced by the ethical approach towards their business and is driven by activities of corporate social responsibility. In order to be ethical in conduct of their business, the companies focus on tightening their system of governance in order to achieve business integrity and at the same time contribute to build a better workplace, develop the community and environment (Mallin, 2007, p.35). For example, Alliance Boots have strategically developed and modelled score card for corporate social responsibility.

The score card is strategically implemented as a part of tightening the governance of the company to track and monitor the activities of the employees and the company towards activities on corporate social