Johnson and Johnson CSR

You will analyze one specific CSR initiative/program and see if a company’ social actions are in line with what the brand promotes. From here, you should answer the question whether the firm is in line with their mission statement and how to improve on the current position.

1. Select a firm that engages in strong or questionable CSR; a suggested list is posted on BB (the 100 Best Corporate Citizens pdf).
2. Read up on how your selected company gives back to a community, the organization, or even globally.
3. Select one specific initiative/program to explore.
4. Recap the program/initiative for the C-suite.
5. Analyze the results in detail and answer whether or not the specific initiative/program is living up to the CSR promises the firm puts forth. Support your analysis with research.
   a. Consider the CSR report, the mission/promise statement to learn about their commitments.
   b. Explore the results, publicly shared evidence, and/or any social/news media/critics analysis. Remember – the lack of evidence or appreciation for a brand’s CSR can be used as evidence. This may not be applicable to all companies.
   c. Discuss to what degree do you believe the company’s socially responsible behavior is in line/out of line with their stated mission statement/credo/brand promise? (found on the company website or CSR report)
6. Discuss 1-2 strategic improvement(s) for the CSR program and why these are needed. Also explore:
   a. Two-three stakeholders and discuss why your improvements would benefit these groups.
   b. Whether or not the intended stakeholders view the purpose-driven messaging as a true CSR effort as intended or as a marketed effort? Alternatively, was there is a risk of consumers perceiving the current CSR program/initiative as a possible marketing function?

i. If no, what do you think the brand did right in terms of communications?
ii. If yes, what do you recommend the brand do to correct and/or deflect any future communication/perception issues?

c. What time frame should these been implemented within and why?
d. Support the improvements with evidence.

Sample Solution