Apple CSR Initiatives: Driving Sustainable Development in Technology Case Study

Introduction: Challenges and Outcomes of Apple's Corporate Social Responsibility

Background

Corporate social responsibility refers to the obligations of the organisation to undertaken activities that assist in welfare of society. This is the most important activities that need to be undertaken in an organisation for creating and enhancing goodwill of the company. There are four main types of CSR activities that have been undertaken in an business entity i.e. ethical responsibility, philanthropic responsibility, environmental responsibility and economic responsibility. CSR activities have been undertaken in Apple that helps in creating positive image in the industry and helps in maintaining stability in industry. Apple was an American multinational company that was established on 1 April 1976 in California. It has annual revenue of US$ 394.3 billion in year 2022 with market share of 24.7 % in industry. Apple provides support in promoting education, gender equality, and healthcare and women empowerment. Apple has launched its trade program which aim at providing an appropriate prices in exchanges of its product.

Research Aim and Objectives

The aim of the study is to evaluate the impact of corporate social responsibility on Apple's sustainable development.

• To investigate the concept of corporate social responsibility and its significance
• To examine the impact of CSR in sustainable developments within Apple
• To identify challenges encountered by technology industry in adopting CSR programs

Research Questions

• What is the concept of CSR and its significance?
• What are the impact of CSR in sustainable developments within Apple?
• Which challenges encountered by technology industry in adopting CSR programs?

Rationale

In this report, research will be conducted on the impact of corporate social responsibility on the operations of Apple. This research topic has been undertaken as concentration towards protecting environmental and social well fare has been increased in the world. This creates obligation for the company to focus towards introducing CSR activities in their operation. Reduction in the quality of natural resources and increase in the pollution results in forming policies by government that forces firm to use sustainable measures. In the current time, it has been determined that preference of consumers and investors has been changed over protecting nature. As the profitability and stability of organization depends on the number of customer, the importance an impact of CSR need to be understood by business entity. This research will help in enhancing the knowledge of firm regarding the importance of sustainability in its operations and thematic research analysis will be used to broaden their understanding of CSR.

Literature Review

Concept Of CSR And Its Importance In Organization

According to Ahmed et al, (2020) corporate social responsibility is the strategy of organisation to carrying out an ethical activity as to create positive impact on the society. This activity has been undertaken by the company as to create goodwill and reputation of the firm. It can be achieved as individual preferences has been changed towards protecting environment and preferences has been provided to company that are safeguarding the natural resources. This helps in creating positive image in market leading to attract more customers. However Bhattacharya, Good and Sardashti (2020) claims that business entity that is involves in CSR activities transfer their interest from profit to other goals. This result in decreasing efficiency of firm in forming adequate polices that helps in increasing profits. This results in negatively impact on the working of organisation leading to hampering overall position of the company. This Bian et al, (2021) claims that profitability and financial position of organization is improve by using suitable measures in its operation. Company that are concentrating on sustainable measures are able to attract lager number of customer. This helps in attaining the economies of scale in its operation leading to decreasing overall cost and enhancing profit of organisation. For example; it has been determine that Apple has able to increases its revenue by 33% due to incurring cost on CSR policies. On the other hand Fatima and Elbanna (2023) believes that implementing CSR activities within firm results in increases in the cost of the organisation. As company is focusing on using sustainable measures it required huge cost to acquire such resources. This results in reducing the profitability of firm leading to negatively impacting overall position of organisation.

Impact Of Corporate Social Responsibility On The Operation Of Apple

He and Harris, (2020) describes that CSR sales and the profit of the company has been enhanced by using CSR measures in the operation of organization. It has been determine through survey that 77% of the total consumer is interested to purchases form the company indulging in sustainable measures. This indicates that CSR will help in enchaining sales of organization leading to improving its overall profitability. For example: Apple has record an annual increase of 48% in sales in 2023 after investing 27 million pound towards sustainable activities. Based on point of view of Kim (2019) it has been identified that corporate social responsibility leads to reduction in profit due to increases in the cost. Expense need to be incurred towards establishing training program, collaborating with agencies, sourcing sustainable raw material. This together results in increasing the cost of profit leading to reducing number of customer and impacting on financial position of firm. According to Maltseva, Fieseler and Trittin-Ulbrich (2019) business entity indulging towards CSR are able to acquires and retain talent employees within the organization. This will results in increasing the motivation level of employees result in reducing the disruption and cost of the firm.

Challenges Faced By Information Technology Sectors In Implementing CSR

According to Nave and Ferreira (2019) stakeholder resistance creates obstacle in successfully implementing CSR polices. Stakeholders are interested in the profitability position of organization however sustainable activities results in distracting organisation's gaols form profitability leading to impacting stakeholder's financial position. On the other hand, Velte (2022) claims that lack of resources is creating obstacle in adopting CSR activities. Company face difficulty in identifying sustainable resources at a reasonable cost leading to impacting overall budget. For example: In an IT sectors it requires complex technology which cannot be easily replaces with environmental friendly resources due to lack of availability. Replacing technology requires huge expense by the firm leading to crating obstacle in successful implementation. However Waples and Brachle (2020) describes that lack of clarity also impact on adequate implementation of social responsibility measures. It has been determined that vagueness in the goals, mission and vision in adopting CSR results in creating external barrier. This are related with government, employees, supplier and customer resistances that impact in adopting sustainable measures.

Research Methodology

Research Type

Research type refers to the type of data which is collected for carrying out further research. There are two type of reach type which involves qualitative research and quantitative research. Qualitative research is referring to method of collecting data through personal interactions and based on the belief of individual. However quantitative research aims at collecting and analysing all statistical information. Under this research, qualitative research method has been used as it provide in dept information regarding concept by illustrating real life experiences of different demographics.

Research Approach

Research approaches refers to the procedure that has been undertaken by the investigators for collect, analysis, evaluate and interprets the data. Inductive research method and deductive research method are two type of research approach mainly used by researcher. Inductive research approach begins with analysis data to develop theories and hypothesis. On the other hand, deductive method focuses on applying different theories which is tested though specific observation. While carrying out research inductive research approach has been used as it provides accurate and first hand information.

Research Philosophy

Research philosophy refers to the thought that should be analysis for enhancing the knowledge regarding new concept and theories. Positives and Interpretivism are two main type of research philosophy. Interpretivism philosophy aim at critically examining research designs to enhance the knowledge regarding the behaviours and context of issue. Positive philology aims at evaluating large sample size to provide qualitative data using theories. In the current research, Interpretivism method has been used to accurately analysis data based on the cultural and society.

Data Collection

It refers to the process that helps in collecting and gathering all important information regarding research. There are mainly two type of data collecting method i.e. primary and secondary. Primary method refers to gathering first hand information by conducting survey and personal interviews. Secondary refer to gathering data from the previously collected sources. Both data collecting method has been used by researcher that helps in getting in dept information. Under primary survey and interview method will be used and under secondary data collection method information will be gather form journals and books.

Sampling

It is the method that involves choosing particular group and individual for whom the data has been gathered. While conducting the research, 15 manager of Apple has been interviewed to determine the impact of CSR on their organisation's working.

Data Analysis

Data analysis refers to segmenting and evaluating the data to get in dept knowledge rearguing the research topic. Thematic data analyse and SPSS are two crucial method of analysis the data. While collecting information regarding impact of CSR, thematic data analysis method has been used by the researcher. This method has been used as it helps in comparing different types of participants and assists in exploring new perspective and ideas.

Research Limitation

The crucial limitation faced while conducting research is the lack of time. Quantitative research method has been used which requires high amount of time in interpret experience and data. Under primary method survey has been conducted which involve collecting information from each individual and understand their perception. By using the time management skills, appropriate time has been provided to each task leading to effectively managing time and overcoming the barrier.

Reliability and Validity

The data which is collected should be reliable and valid. Reliability refers to evaluating the dada to determine the degree of consistency. Validity refers to the identifying the accuracy of the collected information. Reliability and validity of data provided assurances regarding the imitable, soundness and accuracy of the research.

Ethical Consideration

Ethical consideration involves collecting and evaluating data by using fair and ethical measures. To maintain the accuracy of research all the process has been undertaken without any biasness and discrimination. The data collected through primary souses has been kept confidential that helps in gaining the confidences and trust of participants. Under sampling method, random sampling method has been used as to provide promote equality in data collecting method.

Effectiveness Of Research Method:

The research method that has been used by the researcher is most appropriate and effective as it cover all the crucial aspects while conducting research. Qualitative research method has effective contribute towards the research as it helps in providing all the crucial information that cannot be expressed in the form of statistics. This research helps in enhancing the knowledge and understanding of the concept by undertaking social phenomena and human experiences. Primary and secondary method of data collection has been used in this research which helps in getting better knowledge regarding the research issues. Primary data collection helps in collecting the data from the person that is having actual information regarding the events. This data collection method provides the validity and accuracy of all the information and its can be verified from some other sources. Secondary data collected has been used which helps in gathering broaden knowledge and the concept by researching form various journal and books.

Data Analysis And Findings

Theme 1: Yes, staffs have clarity relating to CSR mission of company.

Interpretation: With the evaluation of the data, is clear that majority of the respondents are having the clarity relating to the concept of CSR and the mission of the company. In the views of Maltseva, Fieseler and Trittin-Ulbrich, (2019) it is necessary that there is clarity among the employees relating to the CSR mission. The reason behind the fact is that in case the CSR mission will not be clear then the employees will not be in a position to work efficiently.

Theme 2: Transparency is the top challenge which affects Apple from implementing CSR practices.

Interpretation: On the examination of the data it was clear that transparency is the major challenge which is affecting Apple from implementing the CSR policies effectively. The reason behind the fact is due to the lack of transparency company is not in a position to effectively implemented CSR practices (Avotra et al, 2021). It is due to the reason that when the CSR practices are not implemented efficiently than it impacts the working capability of the business.

Theme 3: Extremely sure that Apple will be in a position to accomplish the CSR objectives in upcoming years.

Interpretation: With the majority of the respondents view it is clear that Apple is in a position to a complete the CSR objectives within the upcoming years. The reason behind the fact is that these strategies of the company are clear and very simple. Hence, as a result of this the objectives will be attained easily.

Theme 4: Carbon footprints and workforce diversity are the main elements of CSR program of Apple.

Interpretation: Within the CSR program of Apple, the majority of the people state that carbon footprint mitigation and the workforce diversity are the major elements. It is particularly because of the reason that both these are necessary for improving their environmental position of the company (Lu et al, 2021). With workforce diversity wide variety of employees can be included within the working. Also the carbon footprint mitigation will help in reducing the negative impacts caused by the company and the production.

Theme 5: Company's value is the major motivation for the CSR practices.

Interpretation: With the analysis of the majority of the respondents it is clear that the aspect which motivates the CSR practices for company includes the company value. Improving the company value is the measure of chapter behind the implementation of good and effective CSR practices.

Theme 6: Positive impact is created by the CSR program on the well-being of the staff of company.

Interpretation: With the analysis it is clear that maximum of the participant states that effective CSR programs create a positive impact on the well being of the staff. It is due to the reason that the effective CSR strategies help the company in improving its performance and ultimately it will create a better impact over the well being of the staff.

Theme 7: Good engagement with stakeholder is maintained due to CSR practices of Apple.

Interpretation: By the evaluation of the data gathered from the respondent it is clear that when the proper CSR practices are used then it creates a good engagement with them. This is pertaining to the fact that these practices work in direction of improving the performance of the company (Dhar, Sarkar and Ayittey, 2022). Ultimately it increases the interest of the stakeholders and they are highly engaged with the company and its performance.

Theme 8: Strongly agree that social responsibility of the company links with the overall mission and goal of the business.

Interpretation: With the evaluation of the data gathered from the primary respondents it is evident that majority of them strongly agree that is CSR links the overall mission of the company and the goal of the business. It is due to the fact that when there will be harmony in both then operational efficiency will be improved.

Theme 9: Positively the brand reputation is increased in the minds of the consumers when appropriate CSR practices are used.

Interpretation: Furthermore with the analysis of the data it is clear that when the appropriate CSR practices are used than it creates positive impact on the brand reputation of the company (ElAlfy et al, 2020). The reason underlying the fact is that when company will be taking care of the environment then majority of the customers will be attracted towards find the product and services.

Theme 10: Transparent information relating to goods and the effective supplier code of conduct is the major policy used by Apple for CSR.

Interpretation: With analysis of the primary data it is evident that to having transparent information system and the suppliers code of conduct is the effective Strategies for Apple CSR. The strategy helps the company in mitigating all the issues and tries to improve the environmental efficiency and the overall working capability as well.

Conclusion And Recommendations

Conclusion

In the end, it is concluded that corporate social responsibility is defined as the responsibility of the company towards the protection of the environment and the cultural values. For the successful working of the business it is necessary that the appropriate CSR practices are used within the company. The above study concluded that setting up of aim and objective was assistive. The methodology section outlined that primary qualitative study was helpful in gathering wide variety of data. The data analysis section highlighted that the transparency is the top challenge which is impacting the apples implementing the CSR practices. Having transparent information about goods and services along with supplier's code of conduct is the most essential strategy with helps in making the CSR policy effective.

Recommendations

• In the end, it is recommended to the company that they must effectively research within the external environment so that the necessary changes relating to the CSR and its strategies can be evaluated and implemented effectively.
• In addition to this it is also suggested to the company that they must effectively include the ethical practices and cultural values while making the Strategies for the business. It is necessary as it will improve the CSR implementation into the business.

References

Books and Journals

• Ahmed, M., Zehou, S., Raza, S.A., Qureshi, M.A. and Yousufi, S.Q., 2020. Impact of CSR and environmental triggers on employee green behavior: The mediating effect of employee well?being. Corporate Social Responsibility and Environmental Management, 27(5), pp.2225-2239.
• Avotra, A.A.R.N., Chenyun, Y., Yongmin, W., Lijuan, Z. and Nawaz, A., 2021. Conceptualizing the state of the art of corporate social responsibility (CSR) in green construction and its nexus to sustainable development. Frontiers in Environmental Science, 9, p.541.
• Bhattacharya, A., Good, V. and Sardashti, H., 2020. Doing good when times are bad: the impact of CSR on brands during recessions. European Journal of Marketing, 54(9), pp.2049-2077.
• Bian, J., Liao, Y., Wang, Y.Y. and Tao, F., 2021. Analysis of firm CSR strategies. European journal of operational research, 290(3), pp.914-926.
• Dhar, B.K., Sarkar, S.M. and Ayittey, F.K., 2022. Impact of social responsibility disclosure between implementation of green accounting and sustainable development: A study on heavily polluting companies in Bangladesh. Corporate Social Responsibility and Environmental Management, 29(1), pp.71-78.
• ElAlfy, A., Palaschuk, N., El-Bassiouny, D., Wilson, J. and Weber, O., 2020. Scoping the evolution of corporate social responsibility (CSR) research in the sustainable development goals (SDGs) era. Sustainability, 12(14), p.5544.
• Fatima, T. and Elbanna, S., 2023. Corporate social responsibility (CSR) implementation: A review and a research agenda towards an integrative framework. Journal of Business Ethics, 183(1), pp.105-121.
• He, H. and Harris, L., 2020. The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of business research, 116, pp.176-182.
• Kim, S., 2019. The process model of corporate social responsibility (CSR) communication: CSR communication and its relationship with consumers' CSR knowledge, trust, and corporate reputation perception. Journal of business ethics, 154(4), pp.1143-1159.
• Lu, J., Liang, M., Zhang, C., Rong, D., Guan, H., Mazeikaite, K. and Streimikis, J., 2021. Assessment of corporate social responsibility by addressing sustainable development goals. Corporate Social Responsibility and Environmental Management, 28(2), pp.686-703.
• Maltseva, K., Fieseler, C. and Trittin-Ulbrich, H., 2019. The challenges of gamifying CSR communication. Corporate communications: An international journal, 24(1), pp.44-62.
• Nave, A. and Ferreira, J., 2019. Corporate social responsibility strategies: Past research and future challenges. Corporate Social Responsibility and Environmental Management, 26(4), pp.885-901.
• Velte, P., 2022. Meta-analyses on corporate social responsibility (CSR): a literature review. Management Review Quarterly, 72(3), pp.627-675.
• Waples, C.J. and Brachle, B.J., 2020. Recruiting millennials: Exploring the impact of CSR involvement and pay signaling on organizational attractiveness. Corporate Social Responsibility and Environmental Management, 27(2), pp.870-880.
• Yang, J. and Basile, K., 2019. The impact of corporate social responsibility on brand equity. Marketing Intelligence & Planning, 37(1), pp.2-17.