: Corporate Social Responsibility & Sustainability - Case Study Example

As such, many corporations have been in the race to establish philanthropic programs and many more use CSR to redeem their image because their competitors who use CSR have gained much popularity and favor from the public. The level of effectiveness of a company’s CSR will determine the extent of its success in the market because consumers and even employees only like to be associated with good and caring companies. A complete CSR is one that incorporates social and environmental aspects without constraining the financial resources of the company.

A complete CSR is one that manages to focus beyond the company’s philanthropic initiatives to create a positive relationship with the external environment (world) of the company, which traditional CSR approach has failed to achieve. Host Europe has done exceptionally well in its CSR measures by taking the initiative to improve its energy consumption level through virtualization and construction of new green data centre. The company also engages with the community through philanthropic donations through NGOs as well as direct donation of non-financial resources to learning institutions.

The company also built a childcare centre for its employees. Most importantly, Host Europe established CSR department with full-time employees, which emphasizes its level of commitment to CSR issues (Hahn 2010). However, the company needs to do more on gender balance in the workplace. Less than 20 percent of the Host Europe’s employees are women with most working in administrative role rather than in male-dominated technical jobs. The company can collaborate with a local university to create a scholarship program aimed at encouraging ladies to pursue technical careers in the IT industry. 2. Which kind of measures could be introduced to further improve the ecological and social aspects of sustainability without jeopardizing economic success at Host Europe but maybe even enhancing it?

In order to further improve ecological and social measures, Host Europe can establish a presence on social network sites from which it can extend education to the public on the importance of keeping the environment clean through safe disposal of waste products and electronics, whose useful life has ended. Companies are now graduating from massive philanthropic donations to active engagement of their stakeholders through social websites, which help to establish strong relationship between the company and the external world.

Further, the company could engage in promoting environmental conservation through discouraging deforestation through holding charity events and establishing tree planting days. Trees are known to be good for carbon dioxide sequestration (Lorenz & Lal 2010). Further, the company could also engage actively with the public to rally against water pollution so as to demonstrate its commitment to preserving biodiversity. Also, the IT industry in Germany is dominated by male gender with 86 percent of all IT jobs held by men.

Only six women hold executive positions out of thirty-three executive post. Host Europe can change this culture by employing more women and emerging as the best company to work for because of gender equality. The company can establish a program that can motivate girl child to pursue technical courses at the university so that they can equally challenge for jobs demanding technical skills in the IT