Analyse the CSR strategy in Apple Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
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    3
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    1755

Corporate Social Responsibility in Apple

Introduction

Corporate Social Responsibility is the voluntary actions and activities that are undertaken by a company, such as Apple to operate in an environmentally, social and economic sustainable manner. It is also called triple bottom line, which is a framework that brings together the people, planet and profit. Numerous companies both public and private, to evaluate their performance use TBL (triple bottom line). Some of the companies usually “walk the talk” but other companies use it as a sham. The paper analyzes CSR in Apple and determines whether it “walks the talk” and the broken promises.

Broken Promises

According to Bilton (2014), the CRS of Apple is a scum. The documentary show the living and working conditions of the employees. Apple states that it has incorporated minimum standards of accommodation but in the documentary, employees are treated like slaves. The employees are threatened and forced to sign worksheets that shows they are ready to work long hours or sometimes called overtime. Moreover, the documentary shows many of the employees falling asleep be cause of the many hours they work. The sleeping and working conditions are dangerous and raise questions on health and safety aspects (Bilton 2014). The documentary follows the supply chain to miners in Indonesia where the children and their parents gather tin that is used in electronic products. Apple says the tin collected is not used in Apple products but the evidence and information on the ground is different. Furthermore, the miners operate in dangerous environmental conditions because of issues associated with environmental degradation, such as landslides.

Apple Promises

Supply Chain

The supply chain is the process ranging from the production of the products to supply to the distribution chain towards accessing the customers. The supply chain is associated with global warming and ethical factors, such as employment (Jones, Comfort & Hillier 2014). Apple has continuously trained and educated the suppliers and other players within the supply chain on the importance of environmental and ethical considerations. It educates and empowers the supplier to incorporate best practices and champions the requirements of the society, and to present a positive image to the customers, community and society (Jones, Comfort & Hillier 2014). Apple has developed the “Supplier Code of Conduct” in which it encourages accountability and improvement. Audits are frequently carried out, and improvement measures introduced to advance the requirements of supply chain and Apple. In addition, the Supplier Employee Education and Development (SEED) program engages the suppliers on best practices in fulfilling the requirements of the society and ensuring the corporate requirements are achieved.

Labor/Employment

Debates exist on the approaches and methods in which the Apple products and services are produced. Numerous complaints of human abuse and use of children in the production of Apple products in China have surfaced (Gillespie 2014). However, Apple asserts through its CSR policy to champion equality, encourage human rights and respect its employees/producers. Apple has advocated for equality, fairly and ethically treatment of employees at different partners and sectors. It requires the suppliers, producers and the general chain of production to create a conducive environment in which the facilities are safe and healthy for the workers (Donaghey et al., 2014). The Environment, Health, and Safety (EHS) Academy train different players within the supply chain on the importance of health and safety towards all the employees. It ensures the suppliers have better understanding of the requirements of health and safety and integrate into their respective operations (Hillemann & Verbeke 2014).

Environment Sustainability

The world has finite resources in which Apple understand. Apple aims to manage the use of water through the Clean Water Program (Jones, Comfort & Hillier 2014). Apple also trains and educates managers on air pollution through a 19 course, an 18-month program in the Academy. In addition, Apple use NGOs such as Institute of Public and Environmental Affairs and institutions to check and ensure the environmental policy is adhered. It has also collaborated with Sun Yat-sen University, Nanjing University and the Institute for Sustainable Communities to launch our Environment, Health, and Safety (EHS) Academy in 2003 to advance the requirements of environmental sustainability and to do frequent checks (Apple 2015). Apple has continued to carry out audits such as the protecting waterways audit in Suzhou region China where one of the partners was found polluting the water. Apple introduced measures and assisted the supplier to improve its sustainable environmental measures (Apple 2015).

Design of the Products

The design of Apple products is aimed at reducing the amount of energy consumed. For example, OS X is designed to maximize energy saving. When the machine is not been used, the operating system switches off the hard disk while the processor operates in low power mode. In addition, when the machine is operating, it utilizes less energy in applications that are an open bit not visible. Moreover, while typing, the processor becomes idle (Hischier, Achachlouei & Hilty 2014). The design of the products ensures harmful toxins, such as Phthalates, PVC, arsenic, lead, and mercury are eliminated in the production of Apple products. The packaging of the products has also reduced, which leads to saving a number of resources to be used in ensuring the product is supplied to the customers accordingly. The design of the buildings in which production and processes are done ensure the use of sustainable environmental measures (Werth 2014). For example, the company uses sunlight for lighting and solar energy for some of the processes. Apple also ensures the employees understand the requirement for sustainability and each process that the employees fulfill, champion sustainability.

Governance

Leadership is integral to the success of any organization. Apple’s leadership continuously advocates for transformative leadership and encouraging effective communication challenges for the employees and other stakeholders to present their views (Clarke & Boersma 2015). The compensation and determination of leaders are structured in a manner in which accomplishments are acknowledged. Each employee is given an opportunity to contribute towards the leadership of the company. In addition, transparency and reporting are important to Apple in ensuring the activities within the company are premised on ethical and moral requirements (Anderson 2014). It is achieved through stringent accountability, transparency and responsibility requires. It ensures whether, it is the suppliers or other partners, the aspects of governance are championed (Jones, Comfort & Hillier 2014).

Community Development and Philanthropy

Apple has come to understand the importance of supporting the community. Apple in recent times donated $40 million to Thurgood Marshall College Fund, 50 million for a new hospital building at Stanford University, funded the Project Red, SF Gives, ConnectED and National Center for Women and Information Technology (Daniels 2015). According to Weinger (2015), Apple introduced the Employee Matching Gift Program in which Apple doubled the amount that the employees contributed towards philanthropy works. Apple has continued to understand the importance of supporting the requirements of the community when it comes to development (Emerson 2012). The highlighted examples illustrate the importance in which Apple accords to development and use determines the relevance of the projects/programs before funding.

Conclusion

In conclusion Corporate Social Responsibility, (CSR) is an integral component that advances the requirements of a company through a reduction of costs and important in the generation of revues. In championing CSR, the brand and activities of a company understands and appreciated by different stakeholders. Apple has incorporated CSR in its operations in different perspectives/sectors but some of the strategies and approaches are questionable. The governance ensures the requirements of the different stakeholders are included in the management and operations of the business. Apple has continued to advance sustainability, and it has achieved it through buildings, designing of the products, environmental conscious and instituting numerous programs and strategies to advance sustainability. The community is important and through philanthropic works, Apple has donated and contributed to the advancement of numerous programs, which are aimed at fulfilling an integral component in the society. The employees are given opportunities to advance their leadership skills and are compensated accordingly. The working environments, labor requirements, safety, and health are important to Apple and have developed strategies to ensure these requirements are championed. Therefore, the Apple’s CSR advances the requirements of the company and ensures the society/community appreciates the brand.

References

Anderson, BP (2014) Corporate Sustainability: A long-term perspective on maximizing shareholder value. JL Bus. & Ethics, no. 20, p. 155.

Apple (2015) Supplier Responsibility. Electronic source available from: https://www.apple.com/supplier-responsibility/ [Accessed 8.08.2015]

Carroll, A & Buchholtz, A (2014) Business and society: ethics, sustainability, and stakeholder management. Cengage Learning.

Clarke, T & Boersma, M (2015) The governance of global value chains: unresolved human rights, environmental and ethical dilemmas in the Apple Supply Chain. Journal of Business Ethics, pp. 1-21.

CSRHub (2015) CSRHub social responsibility and sustainability information on Apple Inc. Sustainability Management Tools. Electronic source available from: http://www.csrhub.com/CSR_and_sustainability_information/Apple-Inc [Accessed 8.08.2015]

Daniels, A (March 27, 2015) After Steve Jobs, Apple Steps Up Giving. Electronic source available from: https://philanthropy.com/article/After-Steve-Jobs-Apple-Steps/228899 [Accessed 8.08.2015]

Donaghey, J, Reinecke, J, Niforou, C & Lawson, B (2014) From employment relations to consumption relations: Balancing labor governance in global supply chains. Human Resource Management, vol. 53, no. 2, pp. 229-252.

Emerson, R (March 2, 2012) Apple’s Donations To Charity Surpassed $50 Million: Report. Huffington Post. Electronic source available from: http://www.huffingtonpost.com/2012/02/03/apple-charity-donation_n_1253185.html [Accessed 8.08.2015]

Freeman, B (May 19, 2015) Apple Talks Corporate Social Responsibility. Electronic source available from: http://www.triplepundit.com/2015/05/apple-talks-corporate-social-responsibility/ [Accessed 8.08.2015]

Gillespie, N (March 7, 2014), Dear Apple and Chipotle: It’s Hard to Be Socially Responsible When You’re Dead. Time. Electronic source available from: http://time.com/14416/corporate-social-responsibility-truth/ [Accessed 8.08.2015]

Hillemann, J, & Verbeke, A (2014) Internalization theory and the governance of the global factory. Multinational Enterprises, Markets and Institutional Diversity (Progress in International Business Research, Volume 9) Emerald Group Publishing Limited, no. 9, pp. 27-48.

Hischier, R, Achachlouei, MA & Hilty, LM (2014) Evaluating the sustainability of electronic media: strategies for life cycle inventory data collection and their implications for LCA results. Environmental Modelling & Software, no. 56, pp. 27-36.

Jefferies, D (March 5, 2014) Is Apple cleaning up its act on labor rights? The Guardian. Electronic source available from: http://www.theguardian.com/sustainable-business/apple-act-on-labour-right [Accessed 8.08.2015]

Jones, P, Comfort, D & Hillier, D (2014) E-retailers and Environmental Sustainability. International Journal of Management and Sustainability, no. 3, vol. 7, pp. 457-468.

Weinger, A (June 4, 2015) Apple CEO’s Philosophy on Matching Gifts and Corporate Giving. Electronic source available from: https://doublethedonation.com/blog/2015/06/apple-ceos-philosophy-on-matching-gifts-and-corporate-giving/ [Accessed 8.08.2015]

Werth, C (May 1, 2014), Corporate social responsibility: Apple is one-step ahead, Green Light for Business. Electronic source available from: http://www.gl4b.org/2014/05/corporate-social-responsibility-apple.html [Accessed 8.08.2015]

Bilton, R (December, 2014),Apple’s broken promises. Electronic source available from http://www.dailymotion.com/video/x2df9zb_bbc-panorama-apple-s-broken-promises_tv [Accessed 8.08.2015]