The meaning of implementing corporate social responsibility in the service industry. A case study to improve the sustainability performance of service firms
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2021-08-10
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en
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Abstract
Recently, companies all around the world are aiming to become “sustainable”. The concept of sustainable development, from a business point of view, however, seems rather vague and broad, which is not surprising given that companies lack a global definition, as well as regulatory standards and the large variety of sustainability programmes and strategies. This research aims to deepen the understanding of CSR in the service industry to improve the sustainability performance of the service industry. A Dutch case has been the subject of the study. In here, interviews with employees and experts, observations, and document analyses were done to clarify current CSR practices and identify drivers for success, challenges, and dilemmas. From the analysis it became clear that the degree of success of the implementation of CSR is influenced by certain ‘drivers for success’. These drivers for success are specificity, proactivity, voluntarism, visibility, embedding CSR in the business core competencies, setting long-term targets, involving employees, and a motivated management. However, implementing CSR and the success factors results in complex challenges and dilemmas, which need to be considered.
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Faculteit der Managementwetenschappen