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| As we discussed throughout this chapter organisations can use different motivation principles and processes to engage in CSR. Let's now consider Royal Dutch Shell, a global group of energy and petrochemical companies. This company has suffered adverse publicity since their plan in 1995 to dump the Brent Spar oil platform at sea. This adverse publicity resulted in up to a 50 per cent decline in sales in some of their markets. Criticisms of Shell by environmentalist and human rights activists were said to be the key contributors to a fundamental transformation in the company efforts to meet its social and ethical responsibilities. To check the company's attempts to meet CSR, begin by visiting the web site of Shell (www.shell.com) and try to answer the following questions. Questions 1 Choose one of the many case studies on the website and analyse the case by using Carroll's three dimensional model. 2 Does the company hold several motivations to engage in CSR? 3 How does the company integrate sustainable development? 4 Have a look at the company's business principles and assess whether the company is concerned with the three P's (people, planet and profit). Does the company find harmony between these 3 P's. |