THE IMPACT OF CORPORATE COMMUNITY
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AKNOWLEDGEMENT For conducting this research, support and guidance has attained from different individual and I want to thank them for the same. Firstly, my mentor who supported and guided me throughout the project without which this research was not possible. Further, I am thankful to my parents who supported and helped me whenever I was in need of it. Last but not least, my friend and relatives who supported me and helped me in some or the other way for completing this project.
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EXECUTIVE SUMMARY Corporate Community Involvement is a phenomena which refers to involvement of society into practices of businesses. CCI is a measure where the business units make effective efforts including charitable donations, community development projects, quality production, employer support, sponsorship, cause-related marketing and gifts-in-kind etc. to involve community in business development. CCI help companies in creating positive business relations through enhancing stakeholderâ€™s partnership in the economies and create an effective impact on organizational growth and development. H&M and Primark intend to involve society in their business practices in order to know about their own business performance. This research will help to understand efforts made by these two firms in ascertaining ideas about their own performance through involving customers in their business practices. This report will explain how societies will impact on supply chain activities of H&M and Primark like production, distribution, storing and selling of goods and services. It can be articulated from the study that Corporate community involvement is one of the most crucial and significant part if the business growth and promotion. The secondary research and analysis of the report helped the researcher in analyzing that CCI is adopted by the company to enhance the reputation and growth of the business unit. Effective CSR communication and well defined business relations helps the business units in developing high and effective measures of promotion within the market. On the basis of findings it has been evaluated that consumers of the fashion retail keenly observes the actions of the companies for community involvement and development as well which helps the companies in developing effective brand image and consumer loyalty within the market.
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TABLE OF CONTENTS CHAPTER 1: INTRODUCTION ....................................................................................................1 1.1 Background of the study .................................................................................................. 1 1.2 Rationale of the Study ...................................................................................................... 2 1.3 Research aims and objectives........................................................................................... 2 1.4 Research questions ........................................................................................................... 3 1.5 Significance of research ................................................................................................... 3 1.6 Research structure ............................................................................................................ 4 CHAPTER 2 :LITERATURE REVIEW .........................................................................................5 2.1 Introduction ...................................................................................................................... 5 2.2 Corporate Community Involvement ................................................................................ 5 2.3 Corporate Community Involvement and Supply-chain management .............................. 7 2.4 Role of Stakeholder partnership in CCI ........................................................................... 8 2.5 Impact of CCI on H&M and Primark ............................................................................ 11 2.6 Crucial factors to be undertaken by H&M and Primark during implementation of CCI in Supply-chain management ................................................................................................... 12 2.7 Conceptual Framework .................................................................................................. 14 CHAPTER 3: RESEARCH METHODOLOGY ...........................................................................16 3.1 Introduction .................................................................................................................... 16 3.2 Research Approach ........................................................................................................ 16 3.3 Research Philosophy ...................................................................................................... 16 3.4 Research Design ............................................................................................................. 17 3.5 Data Collection............................................................................................................... 18 3.6 Sampling Techniques ..................................................................................................... 18 3.7 Data Analysis ................................................................................................................. 19 3.8 Ethical Consideration ..................................................................................................... 20 3.9 Reliability and Validity .................................................................................................. 20 CHAPTER 4: DATA ANALYSIS ................................................................................................21 4.1 Introduction .................................................................................................................... 21 email@example.com +61 879 057 034 Instant Assignment Help Australia provides quality Assignment writing service to university student at affordable prices.
4.2 Data analysis for H&M .................................................................................................. 21 4.3 Data analysis for Primark ............................................................................................... 27 CHAPTER 5: CONCLUSION AND RECOMMENDATION .....................................................33 5.1 Introduction .................................................................................................................... 33 5.2 Conclusion...................................................................................................................... 33 5.3 Recommendation............................................................................................................ 35 REFERENCES ..............................................................................................................................38 APPENDIX .................................................................................... Error! Bookmark not defined. QUESTIONNAIRE.............................................................. Error! Bookmark not defined. CONSENT FORM ............................................................... Error! Bookmark not defined.
CHAPTER 1: INTRODUCTION 1.1 Background of the study Globalization has enhanced the growth and development of the business widely within the competitive economies. Business units are seeking the effective measures to develop a competitive market position to sustain the growth and development of the organization. Creative measures of promotion have helped organizations in enhancing the sales and profitability of business. Quality ascertaining, society development, stakeholder partnership, managing positive business relations, indulging in CSR activities etc. are some of the common and most effective measures which the business units have adopted in order to enhance profitability and development. These measures help them in developing a competitive edge within the market. Corporate Community Involvement is a phenomena which refers to involvement of society into practices of businesses. According to Seitanidi and Ryan, (2007) CCI is a measure where the business units make effective efforts including charitable donations, community development projects, quality production, employer support, sponsorship, cause-related marketing and gifts-in-kind etc. to involve community in business development. These are the most effective exclusive measures of promoting organizational activities of the company. CCI help companies in creating positive business relations through enhancing stakeholderâ€™s partnership in the economies and create an effective impact on organizational growth and development. H&M and Primark intend to involve society in their business practices in order to know about their own business performance. This research will help to understand efforts made by these two firms in ascertaining ideas about their own performance through involving customers in their business practices. This report will explain how societies will impact on supply chain activities of H&M and Primark like production, distribution, storing and selling of goods and services. Supply chain management is the process wherein goods flow from manufacturing point to consumption point via different levels. These levels play the most dominant role in delivering success to business firms. According to Rehbein, Waddock and Graves, (2004) suppliers of the company are one of the major and significant stakeholders. Retail units focus on maintaining effective supplier relations to promote business growth and enhance cost effectiveness of the business units. These strategies help the companies in enhancing business relations to develop
brand reputation within the economy. Supply chain management helps the business unit in creating wide sales measures within the economy. This strategy developing community involvement of the company by analysing the needs of suppliers and adopting measures to fulfill those needs and requirements. In the study, two clothing retail firms H&M and Primark have been concerned which are engaged supplying their produced goods across different countries (Ballou, 2007). Supply chain management of the said firms includes suppliers from countries where they can get cheap labour such as India, Sri Lanka, Pakistan, Bangladesh, Indonesia etc. Across all the aforesaid countries, H&M and Primark can get suppliers at very low prices and both the firms can acquire huge benefit by employing them. The study will analyze the issues that can be faced during CCI in H&M and Primark that can be in the terms of language barrier, insufficient funds to involve community in their programs, inadequate facilities to organize participation of community in business development program, cultural changes. Moreover it will also focus on analysing the perception of consumers for the business operations of the stated firms in order to evaluate the impact on these measures on the brand image of mentioned fashion retail. 1.2 Rationale of the Study This study has been undertaken to provide a clear understanding of CCI for readers. Moreover, the main purpose of choosing this topic is to clarify the reasons that are creating gap between CCI and supply chain management in the retail firms H&M and Primark. The present study will focus on analyzing the issues that companies face while adopting the stated measures for the organizational growth and development within the market. Therefore, this research will help to examine the benefits achieved by the said firms after implementing CCI in their supplychain activities. The increasing demand of fashion retail segments will be effective for the analyzing the research on the stated topic and understand the core concepts as well. However, supply chain includes demand management, communication, integration and collaboration between two firms (Haniffa and Cooke, 2005). These are some elements of supply chain which must be considered by companies at the time of involving CCI into their operational activities. 1.3 Research aims and objectives The main aim of conducting this research proposal is to examine the impact of Corporate Community Involvement on the brand reputation of two fashion retailers (namely H&M and 2
Primark) during a period of enhanced transparency of business information and increasing partnership relationship in supply chain activity. The main objectives to be ascertained through this research proposal are:
To determine the role of clothing retail firms H&M and Primark by involving Corporate Community Involvement in their business practices.
To ascertain the interrelationship between CCI and Supply-chain management of clothing manufacturers regarding activities performed by suppliers of H&M and Primark.
To look into factors between CCI and SCM which creates impact over the brand reputation of the mentioned firms.
To measure the impact of CCI on brand reputation of H&M and Primark through various qualitative measures.
To analyze primary data regarding involvement of customers in activities of H&M and Primark clothing retail firms.
1.4 Research questions The research will base on certain key questions which will assist in achieving aims and objectives. They have been discussed below:
What is the role of retail firms such as H&M and Primark when they apply Corporate Community Involvement in their business performance?
What is the relation between CCI and supply chain management in context of the activities performed by suppliers including H&M and Primark?
What are the key factors that should be taken into account while implementing CCI into the supply chain activities for building reputation of a business organization?
What is the impact of CCI on the brand reputation of retail stores?
How to collect primary data regarding involvement of customers in clothing retail firm?
1.5 Significance of research Involvement of CCI in the supply chain activities of H&M and Primark can create several impacts over their brand reputation. However, both these companies can identify and monitor issues that are important for their operations and reputation. H&M and Primark can build and maintain trust with community as CCI is one of the most critical component of retail firms 3
strategies and operations (Hess, Rogovsky and Dunfee, 2002). Another major impact of CCI over the cloth brands of said firms can be observed in the alignment of different roles of and responsibilities. There are number of CCI strategies that can be adopted by H&M and Primark in order to conduct business effectively in communities. They are: donation, employee volunteering, nonpartnership and partnership. For the purpose of increasing brand reputation, it is very necessary for the said firms to implement the aforesaid strategies (Hess, Rogovsky and Dunfee, 2002). Positive impacts of CCI can be seen in the form of, increase in positive attitude of people towards the company and its brand. Corporate Community Involvement programs which can be undertaken by H&M and Primark are: Dow Corning, Patagonia and Team One. 1.6 Research structure A systematic structure is one of the major requirements for conducting investigation on supply chain management and its impact on brand image of H&M and Primark. The present report will adopt the following structure to develop an effective study.
Chapter 1: Introduction- This section of the research will evaluate the overall research investigations by analyzing aims, objectives and rationale of the study.
Chapter 2: Literature Review- This section of the research will carry out the extensive secondary research to analyze the core concepts and terminology of the research. It will help in understanding the subject of the research and issues associated with the same.
Chapter 3: Research Methodology- This section will evaluate the overall research designs and methodologies that the company used in order to structure the report and attain research aim. This section use different tools and techniques to structure the research report.
Chapter 4: Data Analysis and Findings- This section of the report used various methods and tools to analyze the primary research for the study and evaluate the findings in order resolve the research aim.
Chapter 5: Conclusion and Recommendation- After getting appropriate findings author will make appropriate conclusion for the whole investigation.
CHAPTER 2 :LITERATURE REVIEW 2.1 Introduction The present study attempts to create a clear and in depth understanding about supply chain management and significance of corporate community involvement for the same. The research attempts to deliver a clear analysis of the topic and impact on the growth of the business. This section of the study carries out a valid and and effective secondary research for the selected topic. It delivers a motive to the researcher to evaluate and investigate previous researches and discuss its finding to reach to a new spectrum of understanding. The effective information and extensive research helps in understanding the crucial terminologies and research paradigm. The necessary information needed for the research has been collected from books, journals and online content have been used to collect necessary secondary information. This has helped the researcher in finding the effective research gaps and seeking effective ways to fill those to deliver an effective result for the study. 2.2 Corporate Community Involvement Uyan-Atay (2011) defines Corporate community involvement as one of the most significant and crucial factor for the success of business growth and development. It is a process which helps businesses to share its resources with community at large in order to create an effective impact on the same. It encompasses all forms of company support for the community, including charitable donations, community projects, employer supported volunteering, sponsorship, cause-related marketing and gifts-in-kind ( Muthuri, Chapple and Moon 2009). This helps the businesses in creating a wide impact on the overall growth and development of business by developing its brand image and creating effective measures to gain consumer loyalty within the market. Companies have been adopting these measures to enhance their relationship with the society and develop an effective understanding about their needs and requirements. According to HÄ…bek (2008) Traditionally businesses used to operate to earn core profit ignoring the cost of environment, society and needs of the people. However with evolution of business practices these measures have been developed and regulated by legal and regulatory authorities. With changing times and needs the practice has gained effective significance for the growth and development of business practices.
Illustration 1: Types of CCI activities JONES, WILLNESS and MACNEIL, 2009 stated in various researches and studies that there are many measures that the companies have adopted in order to enhance Corporate community involvement. There are various types CCI activities that the business units carries in order to deliver effective impact on the growth of the companies. These include activities such as parenting which focuses on parenting and family development skills where companies focuses on evaluating the needs of families and understanding the family conditions. Communicating measures on the other hand focuses on developing a two way communication with the public at large in order to develop an effective impact of organizational messages to enhance better means of communication with people (Azim, Ahmed and Islam, 2009). Volunteering, learning at home and collaborating with community are yet another measures which has helped the companies in creating a wide and effective impact on the overall growth and development of the company. CCI adds value to the business operations as it helps the business in creating an effective impact in the overall growth and development. Studies and surveys and supported the common 6
belief that proper and well managed Corporate community involvement help businesses in enhancing consumer relationship. According to Zadek Evans and Pruzan, 2013 high involvement of community and consumers helps the companies in evaluating the actual needs and requirements of the buyers. Business units address those and helps the society to develop and grow as well. This enhances the trust and loyalty of the consumers within the company. This helps the business in enhancing its brand image within the competitive world (Cronin and ZappalĂ , 2002). By developing an effective commu8nication and partnership measures with the consumers and society helps the company in adding up the value of the firm by generating high awareness among the buyers. CCI do not adds up to much of the financial losses because investment because this measure seeks carefully measured and assumed way to develop the plan for the organization. It prevents the companies from disrupting stakeholder's values and beliefs within the firm. The effective performance of the company in turn enhances the value of the company which results in the beneficial opportunities for the companies and people as well ( Kotler and Lee, 2008). This also helps the companies in strengthening internal business environment as the well developed and effectively operating business unit develops wide demand of job seekers as well. CCI help companies in enhancing services to develop a well developed community involvement and communication measure. Corporate social performance aids recruitment and retention of employees thus enhances organizational growth overall. 2.3 Corporate Community Involvement and Supply-chain management Corporate Community Involvement (CCI) has consistently become a popular business concept which is adopted by many of the business organizations. This process helps business unit in sharing the organizational resources with communities to create a wide and effective impact on the growth and development of the business (Brammer and Millington, 2003). Supply Chain Management (SCM) on the other hand is the practice where the business unit creates effective measures to reach the ultimate consumers and develop an effective business relationship. This practice helps a company in enhancing the sales of the company by making high availability of the product within the market (HÄ…bek, 2008). CCI is a deliberate act of serving society in order to enhance and develop the bran image of the company within the competitive market. SCM help CCI in building effective business relations and enhance the growth of the company by making favorable relations with public at large. 7
Supply chain management helps the business in seeking potential consumers and suppliers within the market. The business uses these business relations in order to creates effective corporate community involvement to enhance the business growth and development within the market (Idemudia, 2009). CCI (Corporate Community Involvement) refers to the involving society into practices of businesses in order to make decisions for well-being of society and development of business where supply chain strategy of a firm must be ethical whereby the sourcing country must get allocation from the profits. This measures makes it clear that the two individual terms has great relevance and interdependence within the business operations. Customers of H&M and Primark clothing retail firms are also delighted with the implementation of CCI with their supply chain management system. According to Van Der Voort, Glac and Meijs, (2009), CCI has the potentiality to provide positive financial returns which in turn can leads effective supply chain management for H&M and Primark. On the other hand, CCI does not harm values of shareholders; in fact, it can add more value to them. Through appropriate implementation of CCI in H&M and Primark, suppliers can also acquire good amount of value through the firm. For the above-mentioned clothing retail companies, CCI can take the form of strategic goals which can define its impact business and community as well. Moreover, Seitanidi and Ryan (2007), has revealed that, while gathering the data, both the companies should consider some important issues like attitude of customers towards their brands, expectations of communities towards the firms, awareness of community in involvement and various critical needs of the community which gets changed on regular basis. In context of supply chain management, it contours the supplying activities of H&M and Primark for their customers and retaining their positions in competitive market. As the firms are cloth retailers, their supply chain activities include product development, production, information system, distribution of goods and services and shipment. According to Rehbein, Waddock and Graves (2004), more focus is given to distribution and shipment process for the purpose of controlling cost of products. On the other hand, inventory control, sales management activities and procurement strategies are implemented by H&M and Primark in order to modify their supply chain for attaining competitive advantage. 2.4 Role of Stakeholder partnership in CCI According to Foreman and Argenti, (2005) stakeholders of the business are the people who are affected directly or indirectly by the actions, decisions or operations of the business. 8
They play a vital role in designing and developing the business operations for the company. The stakeholders of the company are associated directly to the business unit and helps it to develop and grow within the market. Chun, (2005) stated in various researches that stakeholders of the company are significant part of the business growth as they help the company in developing and adopting better process of working. They help the company in gaining better community support and buy in better ideas for the growth and development of business firms. Involvement of stakeholders in the business operations creates an integrated means of working for business and gain high and productive results as well.
Illustration 2: Stakeholders According to Closs, Speier and Meacham, (2011) its is very important for the business unit to find out the key stakeholders for the business and developing effective means of business operations for the same. The key stakeholders of the company creates a wide and effective impact on the business operations of the firm. The major stakeholders of a retail fashion industry are employees, investors, suppliers, consumers and society. Each of these stakeholder plays a crucial role in developing business activities and making business decisions for growth and success of the unit. 2.4.1 Significance of transparent information for building stakeholder partnership Stakeholder partnership is very crucial and significant part of the business operations. It helps the companies in creating an effective impact on the organizational growth and development. Stakeholder engagement refers to the process by which a company communicates
or interacts with its stakeholders in order to achieve a desired outcome and enhance accountability. As per the Lai and et. al., (2010) this has helped organizational firms in developing effective measures of working and creating ways to mitigate the risks for business activities. Stakeholder are the integral part of business activities. These are the people who have access to the company information thus have the power to access the information and helps companies in planning and monitoring their activities. Engaging stakeholders for the same helps companies in creating a strong partnership within the stated parties. The information however is one of the most crucial part of the process. Working with stakeholders can lead to a more stable operating environment and reveal critical information that is important for company decision-making. Effective information helps the companies in creating a valuable impact on the organizational operations within this competitive environment. The valid and transparent information helps the companies in building trust and loyalty within the stakeholders ( Lindgreen, Swaen and Maon, 2009). This helps the company in minimizing the tension and develops a bond of trust which helps in building a strong relationship. This diffuses the issues and makes problem solving easier for the companies. The stake holders uses company's information through variety of sources such as financial statements, annual reports, corporate websites etc. the public access to this data implies that the information is correct and transparent and that the company has developed an effective measures to build community partnership (Closs, Speier and Meacham, 2011). Better internal engagement can identify areas in which the company can become more efficient. Collaborating with stakeholders, companies can pool resources to achieve a common goal. 2.4.2 Building business relations Wagner Mainardes, Alves and Raposo, (2011) states that Corporate Community involvement demands well developed measures of business relations which helps the employees of the company in creating influential impact on the growth of the company. In addition to this, business is well managed and operated in the competitive environment to create a competitive edge within the market. Building effective business relations helps the companies in enhancing the growth prospects by building trust and loyalty within the market. The stakeholder analysis is one of the influential and profitable measures for the same. According to Carroll and Buchholtz, (2014) CCI is the modern and effective means of developing brand reputation within the market.
Sound business relations helps an organization in developing high impact on the organizational growth and development. Supply chain management has created an effective impact on the growth aspects of the company. The supplier relations has developed an effective base for wide development measures within the market. As per the Lusch and Webster, (2011) business relationships with suppliers and consumers has helped the organizations in understand the needs of consumers and developing integral business relations to enhance business development within the market. Supply chain management has helped the companies in developing an effective measures to make the product available within the market. This measure has helped the companies in reaching the suppliers and consumers and analyzing their needs and demands (Sloan and Oliver, 2013). This strategy helps in building an effective reputation and brand image within the market which inturn results in enhancing market demands and sales for the products and services. This measure also helps in developing a strong base for CCI for the companies (Morsink, Hofman and Lovett, 2011). The retail fashion industry is growing wide and thus demand high involvement of suppliers for the business growth. Companies has adopted an effective measures of managing and maintaining the business relations within the market which helps the company to meet the consumer demands which building an effective reputation of the organization. This strategy helps the firm in managing the quality of products and services as well. 2.5 Impact of CCI on H&M and Primark As per view of Ballou, (2007), community involvement in clothing retail firms H&M and Primark can allow employee to take adequate steps to solve social issues which are faced by people like education, health and development. Bray in (2011), stated that, the impact of implementing CCI in both the aforesaid retail companies can be observed on their employees. They have become more enthusiastic and committed to provide benefits to the society. The most advantageous thing is that, after implementing Corporate Community Involvement in H&M and Primark, production capacity of employees have been increased up to great extent. Brammer and Millington (2003), states that, CCI has boosted up the operating income of both the firms, it has also lowered down the turnover risks and has led to acquire higher total returns. This has helped the firms to develop its business and mitigate the risks associated with it. The policies and procedures that the companies have adopted focuses on indulging community to build up brand reputation and growth prospects for the business firms. 11
The impact of implementing CCI in the supply chain management of both the firms has provided favorable results in terms of employee's engagement in rendering values to the societies as they are looking more confident for continuing their efforts. This has helped the firms in enhancing employee retention measures and has created an effective impact on the growth pf the firm. Idemudia (2009), is of the view that, as a consequence of CCI implementation, many other organizations have also pledged to make long-term commitments to corporate citizenship to increase involvement of their employees. Moreover, many of the organizations are looking forward to provide employee volunteer programs for betterment of their communities instead of writing checks during critical times. This measure is an effective and most useful togain employee trust and loyalty for the business. Increasing benefits of the society also leads to increase in reputation of business. As per rview of HÄ…bek (2008), H&M and Primark, in order to increase their values as well as reputation in market, will have to focus over social development programs instead of making efforts in the internal environment. Apart for the these measures the companies observed a valuable changes in the productivity of the employees which helps the companies in enhancing the strategic opportunities within the market. This measures has helped the business in developing an effective partnership for the employees. 2.6 Crucial factors to be undertaken by H&M and Primark during implementation of CCI in Supply-chain management According to Lakin and Scheubel (2010), there are three most important factors which must be considered while implementing CCI in the supply chain management system of H&M and Primark. The first and foremost important factor is regarding the motives of implementing CCI and its benefits to the societies. Secondly, the said firms should also focus over the consequence or impacts of CCI on societies. This can be in the form of corporate community relationships or regional impacts. Apart from that, firms should also consider positive areas of implicating CCI. From the view point of Muthuri (2008), both the retail firms should identify how CCI will resolve challenges of local community and along with that, it is also mandatory for H&M and Primark to examine the scope of the impact of CCI on societies. Last but not the least, the third factor is regarded as the most significant one as it focuses over different types of implementation and governing strategies of CCI and along with that, it also discusses the effects of CCI activities on business organizations as well as whole societies. According to Moir (2001), 12
there are number of strategies that can be adopted by H&M and Primark for managing businesses effectively regarding communities but mostly CCI strategies are optional. It means, none of the activities are mandatory to be performed unless the voluntary commitment of H&M and Primark. Furthermore, in order to identify liabilities of the said clothing retail firms towards their stakeholders like government, customers and environment, it is necessary to measure and report the characteristics of corporate community involvement. However, the main reason for measuring CCI is to find out companies achievement of defined goals. Moreover, Brammer and Millington (2003), states that, the number of resources contributed to socially responsible companies will increase and along with that, the need of social impact measurement will also grow, as a result, confidence level of stakeholders will also get increased by CCI measurement efforts. Aspect
Reference : Author Relevance and Year Connection between Lindgreen, Swaen Corporate Community Involvement is CCI and Supply chain and Maon highly related with supply chain activities of activities (2009) business as changes in perceptions of customers requires alterations in supply Morana (2013) chain of the firm as well. Impact of CCI over Porter and Kramer supply chain activities (2006) Closs,
Speier and Meacham (2011)
Qualitative measures to Foreman and Argenti to understand the (2005) impact of CCI in relation to brand Chun (2005) reputation
It has been evident that involvement of customers in business practices influences operational activities up to a great extent. The process of distribution, storing, selling and manufacturing products gets changes after ascertaining perceptions and viewpoints of customers in H&M and Primark. Questionnaire provides the best quality information regarding perceptions of customers towards brand of cloths manufactured by H&M and Primark. Needs and demands of customers regarding cloth can be ascertained easily through the help of survey. Sampling people on random basis provides bias-less information about market requirements.
Significant factors in Lai and et. al. (2010) between CCI and SCM impacting brand Epstein and Buhovac (2014) reputation
Data collection for Figueira, Greco and identifying the relation Ehrgott between CCI and (2005) Supply chain Heikkurinen, (2010) management
Customer's level of urgency towards particular cloths impacts the distribution policies of the said firms. Changes in market's fashion requires H&M and Primark to change their manufacturing processes. Location of customers creates major impact over distribution management of the said firms. In order to collect data regarding relation between CCI and Supply chain management, qualitative as well as quantitative data can be used in the research report. Qualitative data in the form of questionnaire can be used in the report for gathering data through people.
2.7 Conceptual Framework This part of the study helps in creating an effective synopsis of the overall study of the business and its impact in the overall growth and development of the company. The conceptual framework for the given study helps in summarizing the following.
CHAPTER 3: RESEARCH METHODOLOGY 3.1 Introduction This section is developed for conducting discussion with regards to research methods and techniques so that path for progressing with the research can be determined. Research methodology helps the researcher is deciding upon the research tools so that ultimate result can be attained through it. Areas that are covered in this section are research approach, philosophy, design, data collection methods, sampling techniques, data analysis tools, ethics, limitation and reliability & validity. 3.2 Research Approach Research approach is a practice of determining the path through which research can be carried out. Any research can be carried out in two manner either through deductive or from inductive approach. Main difference between the two approaches is relevance of hypothesis. If researcher develops series of hypothesis as an aim to explore then it is deductive research. However, if hypotheses are absent then it is inductive research (Bryman and Bell, 2015). Considering this, present research has been conducted through inductive approach. Rationale for using this approach is that researcher aims to develop new theories in general sense. In other word, impact of CCI on the brand reputation of companies are been assessed in this research by collecting data from customers of Primark and H&M. Through this, generalise result is obtained through which outcome of present study can be applied in the other context as well. Additionally, deductive approach is not applied because it only confines the research to existing theory and hence new set of information doesnâ€™t get attained through it. Further, inductive approach is more flexible as compared to deductive and hence it is applied so that each set of research objectives can be achieved in a desired manner (May and et.al., 2009). 3.3 Research Philosophy For any research to complete in appropriate manner, it is required to determine the philosophy. This is so because important assumptions and base for the research strategy is been developed through philosophy. It also reflects the researcherâ€™s viewpoint and beliefs towards the study through which decision for research tools and techniques are taken. In this context, there are two contrasting philosophy namely positivism and phenomenology. Positivism philosophy is 16
inclined towards facts and figures whereas phenomenology focuses on meaning (Abramson and Abramson, 2011). Further, positivist aims to search fundamental laws in the event but meaning of event is evaluated in phenomenology. Considering the difference between two, phenomenology paradigms is applied in present research in which interpretation of the customerâ€™s responses has been done. Under this, wide data that attained from the survey of customers has been used as a base for interpretation through which effectual results is attained. Main benefits of applying this philosophy is that it helps in understanding the impact of CCI on brand reputation and also helped in developing theory out of it that can be applied in other context. Further, it helps in tracking the difference in the viewpoint of customers of both the companies i.e. Primark and H&M. Also, it aids in evaluating the opinion of customers from that of literature so that appropriate conclusion can be developed (McBurney and White, 2009). From this, requirement of present research is completed and therefore same is applied. 3.4 Research Design Design can be referred to blueprint of the study which helps researcher in deciding upon the research methods and tools. It supports research from getting deviate through the aim and aids in developing appropriate conclusion. In this regard, there are varied sort of design namely exploratory, conclusive (descriptive and causal), experimental and case study based. In this regard, present research has been addressed through exploratory design as it aims to develop new information in the literature. It has been evident that series of studies are done with respect to CCI and brand reputation but focus of each differs from each other. Also, no study has directly reviewed impact of CCI on brand reputation with special focus to practice of enhanced transparency of business information and increasing partnership relationships in supply chain activity (Bryman, 2012). Considering this, present research has been completed with exploratory design. For this purpose, data is accumulated from the customers of cited companies so that same can be evaluated to attain results out of it. From this, deep insight about the subject matter is attained that helps in drafting sound conclusion. Also, it is quite flexible in nature from which ultimate purpose of researcher of identifying the impact of CCI on brand reputation is fulfilled (Thomas, Silverman and Nelson, 2015). Hence, exploratory research design has supported in addressing each of the research objectives in desired manner and therefore it has been applied.
3.5 Data Collection In order to conduct the research and develop appropriate results, it is essential to collect different set of data. From data, information related to scenario is attained from which each of the research objectives gets attained. In this regard, data can be collected from primary and secondary sources. In this context, primary data is first hand data that been collected directly by researcher. Contrary, secondary data is already existing and can be collected from sources like books, journals, online articles, blogs, magazines, newspaper and several others (Fellows and Liu, 2015). In the present study, data has been collected from both the sources so that appropriate results can be attained through it. For collecting primary data, survey technique has been incorporated by using questionnaire as research instruments. Through this, survey is conducted from the customers of aforesaid two companies i.e. Primark and H&M. In questionnaire, both open and close ended questions have been involved that helps in gaining deep knowledge about the perception of customers towards the company. Through this, researcher is able to gain idea about the impact of CCI on brand reputation. However, this method is taken into account because it helps in gaining data from varied set of respondents in cost effective manner. Also, it helps in gaining response without even visiting to oneâ€™s place. In this, data is sent over email ID of customers that obtain from social media. This helps in reaching to wide range of customers within few click of mouse and internet. Hence, cost effectiveness and quick responses is the base for researcher to adopt this as data collection tool in present study (Bowling, 2014). In addition to it, data is even collected from secondary sources in order to develop contextualise base. Here, data has been collected from sources like books, journals, magazines, online articles, newspaper, company websites and other related. This aids in gaining appropriate results regarding background of the study. Through this, researcher is able to conduct the study in desired manner. 3.6 Sampling Techniques It is required to choose the sample out of population so that required set of data can be accumulated in desired manner. It is evident that researcher is not able to include each and every member in the research due to constraints such as time, cost, efforts and other related. Therefore, sampling needs to be conduct which is a technique of selecting the element of population in small number in that manner from which each and every qualities of population can be include in 18
the sample. This can be done in two manner i.e. probabilistic and non-probabilistic (Hair and et.al., 2015). Considering the nature of present research, that requires collection of random view of customers with regards to CCI and brand image, therefore, probabilistic sampling is engaged. In this simple random sampling is employed that aids in meeting with the requirement of researcher of attaining random reviews. In this technique, each member of population possesses equal opportunity in getting selected for sample. Here, email ID of customers of both the companies has been collected from social media i.e. Facebook and same are used for sending questionnaire. While selecting email ID, focus has been laid on certain factors such as country one belongs to and age (Elmes, Kantowitz and Roediger III, 2011). For attaining specific results, respondents that belongs to UK are only included in the study and age below 20 years are removed. Through this filtering, there are almost 600 email ID left comprising customers of both the company. Questionnaire is sent to these email ID and only 30 responses (15 from each company) are selected from these which were completed in every sense. Hence, sample size for this research is determined as 30 customers, 15 from Primark and 15 from H&M. This sampling techniques helped in collecting data from distinct customers through which random data is attained which is very crucial for present research (Pickard, 2012). 3.7 Data Analysis In order to derive the results and to develop findings, it is essential to analyse the data with different techniques. It is one of the key part of any research as based upon it, results are attained and hence conclusion is developed. In this context, data can be analysed from two methods i.e. qualitative and quantitative. Since, present study has focused on identifying the impact of CCI on brand reputation in which data is accumulated from questionnaire, therefore, quantitative method has been employed. This has been applied because quantitative method offers accurate and actual description of the scenario through which appropriate conclusion can be attained (Smith, 2015). Also, it doesnâ€™t involve manipulation of data on theoretical concept just like in qualitative data analysis technique. Therefore, present study has incorporated quantitative measures in which data is analysed with the help of statistical tool. In this regard, SPSS is applied which is a statistical package for conducting data analysis. Through this, systematic analysis of data is done that aids in attaining the research objectives in an effectual manner. Test that been applied in present research is 19
descriptive statistics. Along with it, graphical presentation is also employed that helps in presenting the findings in chart format (Fowler, 2013). Through this, researcher is able to evaluate the findings from the perspective of the both set of customers and hence effectual result in attained from it. However, only quantitative method is applied because it helps in developing sound conclusion without any manipulation of facts or figures from researcher perspective. From this, much more appropriate results are obtained then that of qualitative measures. 3.8 Ethical Consideration In present research, efforts have been incorporated over ethical aspects also in order to complete the research with code of conduct. In this context, data that attained from the research participants are stored in secured folder within system with a motive to adhere with Data Protection Act. Also, data is only accessed by authentic individual only and that too strictly for research purpose. Further, data of present study will be destroyed once this research gets completed in every sense. Beside this, information of present research is not shared with outsiders as part of safeguarding the interest of sample. In addition to it, no act of manipulation and biasness are practiced (Saunders and et.al., 2011). Additionally, no illegal measures have been incorporated in present research in order to attain effectual and sound results in every sense. 3.9 Reliability and Validity It is required to ensure the factors of reliability and validity in the research so that appropriate and required set of results is attained. In this context, researcher has collected data from authentic and reputable source only such as books, journals, magazines, reputable online source and newspaper. Through this, researcher is able to attain reliable information. In addition to it, data prior to year 2001 is not included in this study as part of ensuring the validity of the information. Further, sufficient sample size is used for the study that helped in gaining appropriate and required information from them. Additionally, they are not forced in any sense to choose specific answer for questionnaire. Beside this, statistical tool has been used as part of attaining validated information (Lindlof and Taylor, 2010). Also, no manipulation of data is made in any sense that helped in developing reliable and validated information. Further, sufficient information with regards to CCI has been offered to respondents so that they can understand the questions and then answer. This aids in attaining sound and valid information through which appropriate conclusion is developed. 20
CHAPTER 4: DATA ANALYSIS 4.1 Introduction This chapter is critically significant for analyzing the data using effective techniques in order to attain the research aims and objectives. This chapter developed an effective measure to collect the data and analyze the same to evaluate the results and draw effective conclusions for the same. The current research is carried out to evaluate the impact of corporate community involvement in the brand reputation of the organization. To carry out the study the researcher has efficiently carried out the survey and collected the primary data from the consumers of H&M and Primark in order to gain the effective results for the research problem. The present chapter will focus on evaluating the data collected and analyzed using both quantitative and qualitative tools to develop a clear understanding about the same. 4.2 Data analysis for H&M Gender distribution Frequency
Percent Valid Percent Cumulative Percent Valid Male 6 40.0 40.0 40.0 Female 9 60.0 60.0 100.0 Total 15 100.0 100 Findings-on the basis of above table it can be clearly determined that 6 respondents out of H&M consumers were male while 9 respondents were female. Analysis- From the above data it can be clearly determined that 40% of the respondents who were approached for the queries related to the company and its activities were male while 60% of the respondents were female. This clearly represents that retail fashion industry is outnumbered by female shoppers as compared to the male shoppers. Age Frequency
20-24 30-34 35-39 Above 39 Total
6 1 5 3 15
Percent 40.0 6.7 33.3 20.0 100.0
Valid Percent Cumulative Percent 40.0 40.0 6.7 46.7 33.3 80.0 20.0 100.0 100.0
Findings- On the basis of data collected it can be analyses that maximum respondents from H&M company belonged to the age of 20-24 years. 5 respondents of H&M belonged to the age group of 35-39 years while 3 respondents were more that 39 years of age. As per the findings only 1person belonged to the age group of 30-34 years. Analysis- On the basis of the findings it can be analyzed that 40% of the respondents from H&M belonged to the age group of 20-24 years which consists of the young and energetic buyers for the company. 33% of the respondents for the company belonged to the age group of 35-39 years while 20% of the respondents belonged to the age group of more that 39 years of age. This represents that the company has managed and maintained a diverse segments of consumers which carry varied and different view points. How Often Do You Shop At H&M Frequency
Once In Three Months
Once In 6 Months
Total 15 100.0 100.0 Findings- On the basis of the data collected by the researcher it can be seen that out of 15 respondents 7 said that they shop from H&M on monthly basis while 7 of them said that they shop from the company in every 3 months. Only 1 respondents among 15 said he/she shop from the company in every 6 months. Analysis- On the basis of the data collected from the respondents it can be analyzed that 93.3 respondents shop from the company in at-least 3 months of time frame. This data represents that the consumers of the company are loyal and trust the company. The frequent purchase tendency of the buyers represents that the consumers prefer the products and services of the company over other brands. The brand reputation of the firm may however be because of many factors such as effective consumers relations, highly developed promotional measures etc. Evidence of CCI in day to day activities of H&M
Strongly Disagree 1 6.7 6.7 6.7 Disagree 2 13.3 13.3 20.0 Valid Neutral 9 60.0 60.0 80.0 Agree 3 20.0 20.0 100.0 Total 15 100.0 100.0 Findings- On the basis of the data collected from 15 respondents of H&M 9 respondents gave a neutral response regarding CCI activities carried by H&M within the community. 3 of the respondents agreed that day to day activities of H&M carries CCI activities through business operations. However 2 of the respondents disagreed within the same and 1 respondent strongly disagreed with the stated question. Analysis- The above data represents a mixed response of the consumers involved with H&M fashion company. On the basis of the given data it can be determined that 60% has a neutral ie nor yes nor no reaction on the stated questions while 20% agreed with organizational activities and 20% disagreed with the same. Hence it can be effectively determined that the organization has has not developed any effective measures for CCI. Hence it can be effectively determined that the consumers has low impact to the information regarding the CCI activities of the company. H&M Carefully Considers Sharing Profits With The Sourcing countries Frequency
Disagree 5 Neutral 6 Valid Agree 3 Strongly Agree 1 Total 15 Findings-On the basis of stated information it can
Cumulative Percent 33.3 73.3 93.3 100.0
33.3 33.3 40.0 40.0 20.0 20.0 6.7 6.7 100.0 100.0 be determined that 5 out of 15 respondents
disagrees that H&M considers profit sharing with the sourcing country. 6 of the respondents has a neutral response for the same representing that they neither agree nor disagree with the statement. However 3 of the respondents agree and 1 out of 15 respondents strongly agrees with the same.
Analysis- On the basis of the information stated in the findings it can be analyzed that 33% of the respondent disagrees that the CCI activities of the company shares its profit with the sourcing countries while 26% of the respondents agrees with the same. 40% of the respondents has a neutral reaction about the given fact thus by analyzing the collected data it can be clearly said that the consumers of H&M has low access to the actions of the company for the country. The ratio of respondents represents that majority disagrees with company's profit sharing strategy with the country a company is working in. H&M's Community Involvement and Supply Chain activities has impact on its Brand reputation Frequency Percent Valid Percent Cumulative Percent Disagree 2 13.3 13.3 13.3 Neutral 4 26.7 26.7 40.0 Valid Agree 8 53.3 53.3 93.3 Strongly Agree 1 6.7 6.7 100.0 Total 15 100.0 100.0 Findings- 9 out of 15 respondents had a favorable response about community involvement and supply chain activities of H&M on it bran reputation. 8 respondents agreed while 1 strongly agreed when asked the same. However 4 of the respondents has a neutral while 2 disagreed about the stated question. Analysis- On the basis of data collected about the same it has been analyzed that majority of the respondents favor that the community involvement and supply chain activities of H&M impact the brand reputation of the company. This represents a clear and effective analysis that transparency of information and effective business relations enhances the brand reputation of the business unit. 2 respondents disagreed with the same while 4 of them has a neutral response for the question posed. H&M Is Responsibly Behaved In Their Commercial Activity In Relation To Their Suppliers Frequency Valid
Percent 5 5
33.3 33.3 24
Valid Percent 33.3 33.3
Cumulative Percent 33.3 66.7
Low 4 26.7 26.7 93.3 Very low 1 6.7 6.7 100.0 Total 15 100.0 100.0 Findings- The above table represents that out of 15 respondents 5 respondents said that H&M is highly involved in building strong commercial relations with the suppliers of the company. 5 respondents had a neutral response for the posed query and the remaining respondents gave an unfavorable response for the same. According to 4 respondents H&M takes low responsibility towards building relations with its suppliers while one respondents said that the company takes very low responsibility in towards suppliers while carrying out the business operations. Analysis- On the basis of the above findings it can be clearly analyzed that the respondents gave a mixed response about the above stated questions. 33.3% of the respondents gave a favorable response about responsible behavior of the company towards its supplier. This represents that the company has developed an effective means of suppliers partnership to gain the favorable response. 33.3% of the respondents gave a neutral response while the 33% disagreed that H&M is responsibly behaved with its suppliers. H&M is good in Involving Local Community Of Various Locations In Development Of Business Where They Run Their Operations Frequency Percent Valid Percent Cumulative Percent Bad 3 20.0 20.0 20.0 Neutral 7 46.7 46.7 66.7 Valid Good 5 33.3 33.3 100.0 Total 15 100.0 100.0 Findings- On the basis of above table it can be be evaluated that 3 respondents out of 15 said that H&M is bad at involving local communities in the development of the business. 7 respondents had a neutral response for the same which represented that they were neither felt that company is neither good nor bad with its actions related to community involvement. However 5 respondents said that H&M is good at involving community at various locations of business operations. Analysis- On the basis of the findings it can be clearly analyzed that 33% of the respondents found H&M is good with involving local community in the development of the business. However 46.7% gave a neutral reaction of the stated question while 20% of the respondents said that H&M's policy of involving local community in business operations of various locations is 25
bad. On the basis of the analysis it can be analyzed that majority of the respondents gave a neutral response about company's involvement of community in business operations. This represents that the transparency of information about the business operations is low. There Is A Strong Positive Relationship Between Corporate Community Involvement And Brand Image Of The Firm Frequency
Disagree Neutral Agree Strongly Agree Total
2 4 8 1 15
13.3 26.7 53.3 6.7 100.0
Valid Percent 13.3 26.7 53.3 6.7 100.0
Cumulative Percent 13.3 40.0 93.3 100.0
Findings- On the basis of the above data it can be analyzed that 8 out of 15 respondent agreed that community involvement and brand image of the company share a strong positive relationship. 1 out 15 respondent strongly agreed about the same. 4 consumers of the company gave a neutral response for the stated question while 2 respondents disagreed with the statement that corporate community involvement and brand image if the company shares a positive relationship. Analysis- On the data collected it is analyzed that 60% of the respondents agrees with the statement that there is a strong relationship between corporate community involvement and brand image of the company. This represents that H&M has effectively analyzed and the strategy of community involvement in order to develop a positive brand image within the market. Moreover the company focuses on developing a positive relationship within the community in order to enhance the brand image of the company. 27% of the respondents had a neutral response for the stated statement while the rest disagreed which states that consumers share a different perception about the same as well. H&M Involves Community In Business Decisions To Build A Positive Brand Image Of The Company
Low Neutral High Very High Total
1 2 7 5 15
6.7 13.3 46.7 33.3 100.0
6.7 13.3 46.7 33.3 100.0
Cumulative Percent 6.7 20.0 66.7 100.0
Findings- The data collected represents that 5 out of 15 respondents rated very high that, Involving community in the decision making process of the company helps in building its brand reputation. 7 respondents rated this factor high for building the brand reputation of the company. 2 respondents had a neutral response for the same while 1 respondent rated this factor as low for building a brand reputation of the company. Analysis- On the basis of the data collected from various respondents it is analyzed that 46% of the respondents rated community involvement for building brand reputation on the company high. Similarly 33% of the respondents rated the factor very high for the same. 13% of respondents gave a neutral response while 7% of the respondents rated the stated factor low for building the brand reputation of the company. Thus on the basis of given information it can be analyzed that community involvement in the decision making process of the company is significant factor for building the brand image of the company. For the same reason companies focuses on managing the transparency of i9nfomation within community and build effective business relations in order to manage strong community involvement.
4.3 Data analysis for Primark
Male Female Total
Gender Distribution Frequency Percent Valid Percent Cumulative Percent 6 40.0 40.0 40.0 9 60.0 60.0 100.0 15 100.0 100.0
Findings- On the basis of above data its can be stated out of total 15 respondents of Primark 6 were male and 9 of the respondent were female.
Analysis- The above data represents that Primark is dominated by the female buyers and thus the respondents of the questionnaire constituted of 60% of the female respondents while only 40% were the male respondents. Age Frequency
20-24 25-29 30-34 35-39 Total
7 4 2 2 15
Percent 46.7 26.7 13.3 13.3 100.0
Valid Percent Cumulative Percent 46.7 46.7 26.7 73.3 13.3 86.7 13.3 100.0 100.0
Findings- The above data states 7 out of 15 respondents belonged to the age group of 20-24 years 4 of them belonged to 25-29 years age group, 2 of them were between the age group of 3034 years while remaining belonged to 35-39 age group. Analysis- On the basis of the above data it can be analyzed that 46% of the respondents from total respondents belonged to the age group of 20-34 year. This represents that the majority of the respondents for the company are young buyers. How Often Do You Shop At H&M Frequency
Monthly Once In Three Months Once In 6 Months Total
8 6 1 15
Percent 53.3 40.0 6.7 100.0
Valid Percent 53.3 40.0 6.7 100.0
Cumulative Percent 53.3 93.3 100.0
Findings- As per the above table it is clear that 8 out of 15 respondents are those who shop from Primark on monthly basis. 6 of the respondents stated that they shop from the company in every three months while 1 respondents stated that he/she shopped in every 6 months from the company. Analysis-As per the above data it can be stated that 53.3% of the respondents are the regular shoppers of Primark while 40% shop from the company ion every 3 months. This represents that company has developed high effective consumer loyalty.
Evidence of CCI in day to day activities for Primark Frequency
Strongly Disagree Disagree Neutral Agree Total
1 1 8 5 15
6.7 6.7 53.3 33.3 100.0
6.7 6.7 53.3 33.3 100.0
6.7 13.3 66.7 100.0
Findings-On the basis of the above data it can be seen majority of the respondents gave a neutral response on being asked about corporate community involvement by Primark in their day to day activities. 8 out of 15 respondents said they neither agree nor disagree with the same. However 5 respondents agreed that the company has adopted CCI in its day to day activities. In contrary to this 1 respondents disagreed while 1 strongly disagreed with the given statement. Analysis- As per the data it can be analyzed that 53% of the respondents responded neutrally about Primark's CCI activities in daily operations while 33% of them agreed with the same. This represents that the company has made effective efforts in the field however effective communication and proper and transparency in information sharing may help the company in increasing increasing the favorable response. Primark Carefully Considers Sharing Profits With The Sourcing countries Frequency
Strongly Disagree Disagree Neutral Agree Total
2 3 7 3 15
13.3 20.0 46.7 20.0 100.0
Valid Percent 13.3 20.0 46.7 20.0 100.0
Cumulative Percent 13.3 33.3 80.0 100.0
Findings- the above data represents that 3 out of 15 respondents agree that Primark carefully considers sharing profit with the sourcing countries while 7 respondents gave a neutral reaction for the same. 3 respondents disagreed about the same while 2 strongly disagreed about the company's profits sharing with the sourcing countries. 29
Analysis- On the basis of the data collected it is seen that 46% of the respondents gave a neutral response on being asked about Primark's profit sharing strategy with the sourcing company. 20% of the respondent agreed while 20% disagreed with the statement. However 13% strongly disagreed with the same. This represents that the consumers has low access to company's information regarding the profit sharing of the company. This data indicates that the company must develop a better and effective communication measures for managing and informing about the transparency of information regarding profit sharing strategy of the company. Primark's Community Involvement and Supply Chain activities has impact on its Brand reputation Frequency
Neutral Agree Strongly Agree Total
6 7 2 15
40.0 46.7 13.3 100.0
Valid Percent 40.0 46.7 13.3 100.0
Cumulative Percent 40.0 86.7 100.0
Findings- the above data represents that 7 respondent agreed that Primark's community involvement and supply chain activities has a impact on its brand reputation. 2 out of 15 respondents strongly agreed with the stated statement. However 6 respondents gave a neutral response which represented that they neither agreed nor disagreed with the stated statement. Analysis- On the basis of the data collected it can be analyzed that 46% of the respondents agreed that CCI and supply chain activities has a direct impact on the brand reputation of the business unit. This demands the companies to develop effective business relations and enhance use of information to promote Community involvement within the companies. Primark is Not Responsibly Behaved In Their Commercial Activity In Relation To Their Suppliers Frequency
Very low Low Neutral High
Percent 2 4 7 2
13.3 26.7 46.7 13.3 30
Valid Percent 13.3 26.7 46.7 13.3
Cumulative Percent 13.3 40.0 86.7 100.0
Findings- The above data represents that 6 out of 15 respondenst gave an unfavorable resoponse on being asked about Primark's Community involvement activity in relation to the supplies. 4 respondents rated the company low while 2 rated it low fro the same. 7 respondents gave a neutral response for it while 2 of them rated high with regards to the company's activities. Analysis- On the basis of the data collected it can be clearly determined that 47% of the respondents rated Primark neutral for its community involvement with suppliers while 50% of the respondents gave an unfavorable response for the same. This clearly reprsents that the company has a low impact on supplier relations within the market which has resulted in the low impact of the same. The organization must focus on building a strong business relations with its suppliers to build a strong partnership. Primark is neutral in Involving Local Community Of Various Locations In Development Of Business Where They Run Their Operations Frequency Valid
Bad Neutral Total
Percent 20.0 80.0 100.0
3 12 15
Valid Percent Cumulative Percent 20.0 20.0 80.0 100.0 100.0
Findings-On the basis of the data it is clearly seen that majority of the respondents rated Primark as neutral for involving community at various locations of business operations. 3 o the respondents rated bad for the company as well. Analysis- The data collected for the study represents that 80% of the respondents rated the business operations to neutral with regards to community involvement in different locations of business operations. This represents that the company has not build the strong business relations and developed effective communication measures to enhance its community involvement. Primark's Community Involvement and Supply Chain activities has impact on its Brand reputation Frequency Valid
Percent 2 5
13.3 33.3 31
Valid Percent 13.3 33.3
Cumulative Percent 13.3 46.7
High Very high Total
4 4 15
26.7 26.7 100.0
26.7 26.7 100.0
Findings- The represents that majority of the respondents favored that CCI and supply chain activities of the company impact its brand reputation within the market. 4 respondents said it be high while said to be very high for Primark. 5 of them gave a neutral response while 2 rated the statement low. Analysis- On the basis of the data collected it can be analyzed that 53% of the respondents has rated the company high for its CCI and supply chain activity's impact on the brand reputation. This represents that the company has developed a wide impact of these activities on building its brand reputation within the market. Primark Involves Community In Business Decisions To Build A Positive Brand Image Of The Company Frequency
Neutral High Very High Total
4 7 4
26.7 46.7 26.7
26.7 46.7 26.7
Cumulative Percent 26.7 73.3 100.0
Findings- As per the data it is clear that 7 out of 15 respondents rated the company high for involving community in business decisions in order to build a positive brand image within the market. 4 of the respondents rated the company very high for the same while the rest rated it to be neutral. Analysis- The data analyzed makes its evident that majority of the respondents rated the company high for involving community in business decisions to build a positive brand image within the market. This data represents that Primark has developed a positive business relations in order to develop high brand reputation within the market.
CHAPTER 5: CONCLUSION AND RECOMMENDATION 5.1 Introduction This is the last and most crucial segment of the study. This section of the report analyses the overall findings of the study and evaluate the gap between the objectives of the study. It focuses on creating a wide and effective impact on the overall understanding of the researcher. The present research is developed to analyze the impact of corporate community involvement on the overall bran reputation of the fashion retail company. For conduct the research the researcher effectively analyzed the business operations of H&M and Primark. The conclusion of the findings of the research has been effectively discussed below. Moreover the later part of the report focuses on developing valid recommendation for the research in order to create an effective impact on the growth and development of the business units. 5.2 Conclusion The above study helped in analyzing the effective impact of corporate community involvement on the growth and development of the company. It can be articulated from the study that Corporate community involvement is one of the most crucial and significant part if the business growth and promotion. The secondary research and analysis of the report helped the researcher in analyzing that CCI is adopted by the company to enhance the reputation and growth of the business unit. Effective CSR communication and well defined business relations helps the business units in developing high and effective measures of promotion within the market. On the basis of findings it has been evaluated that consumers of the fashion retail keenly observes the actions of the companies for community involvement and development as well which helps the companies in developing effective brand image and consumer loyalty within the market. The survey results helped in determining that effective supplier relations and transparency of information helps the businesses in developing a great impact on the business growth and development within the market. The chosen companies H&M and Primark has adopted the effective measures to enhance the brand reputation of the business units by adopting unique and effective means of community involvement. Furthermore, following are the conclusion against each research objectives. To determine the role of clothing retail firms H&M and Primark by involving Corporate Community Involvement in their business practices. 33
The research findings and analysis helped in determining that Corporate community involvement plays a crucial and significant role in developing business operations. As per the data analysis the companies are seeking effective measures to indulge community involvement in the business operations of the organizations. The research made it evident that H&M has developed effective measures for the same. The survey results reflected that the company have been rated effective by its consumers for indulging in effective community involvement measures. On contrary to this Primark did not attained favorable result for the same. This may be because Primark did not develop well defined business relations and communication measures within the market as compared to that of H&M. This resulted in developing high brand reputation of H&M. To ascertain the interrelationship between CCI and Supply-chain management of clothing manufacturers regarding activities performed by suppliers of H&M and Primark The study made it evident that CCI and Supply chain management are one of the most crucial part of developing high and effective business relationship for the business units. Supply chain management and CCI shares an effective positive relationship for the growth and development of the company. Stakeholder partnership is one of the crucial need to attain the growth and development of the company in order to attain the success and growth within the market. Effective supply chain management has helped Primark and H&M in enhancing the business relations by the organization which helped the company in developing positive business relations. Moreover supply chain management and CCI develops a positive impact on the brand reputation of the companies which helps them in generating trust and loyalty within the market. To look into factors between CCI and SCM which creates impact over the brand reputation of the mentioned firms The findings of the research clearly reflected the fact that CCI and SCM has positive impact on the brand ireputation of the business units. The survey results of both the companies reflected a high and clear necessity of these measures on the organizational success. On the basis of report it is evident that Primark and H&M has adopted effective measures such as sharing business profits, community growth and development etc to develop an effective brand reputation within the market. This helped the consumers in recognizing the efforts taken by the company for developing business opportunities. However it was analyzed through research that transparency of business information is also one of the effective factor which helps the business 34
in developing an effective brand reputation within the market. This measure is significant in developing positive communication about company's actions and behavior within the economy. To measure the impact of CCI on brand reputation of H&M and Primark through various qualitative measures Brand reputation of the company is widely enhanced and effected by wide measures within the economy. The findings of the company helped in analyzing that fashion retail units adopt various measures and strategies in order to enhance brand recognition and reputation within the marketplace. Primark and H&M adopted various measures such as developing effective relationships, introducing projects for society welfare etc. in order to enhance brand reputation by enhancing communication measures as well. The survey conducted in the market helped in analyzing that consumers of the company favor the organization for producing responsible products, taking environmental beneficial products and also by acting as responsible employer. These measures were crucial for growth and development of the organization. Research findings for the stated business units helped in reflecting that the growth and development of business units creates a wide and effective impact on the brand reputation as well. The companies widely involve in community and environmental development measures in order to enhance organizational growth. Thus it can be concluded that in order to create an effective brand image within the market in order to enhance the sales and profitability of the company, business units are increasing adopting community involvement measures to enhance the promotional measures and fulfill the needs and requirements of the buyers. 5.3 Recommendation The above research finding helped in analyzing that research findings and analysis was conducted by the business units in order to create a wide and effective impact ion the brand reputation and profitability of the business. The research survey however helped in evaluating that the fashion retail units needs to proactively adopt and develop their corporate community involvement measures in order to enhance the support and development of the firms through consumer support. The companies may fill the gap of consumer expectation by refining their SCM and CCI measures. The following measures may help the business units in developing highly developed brand reputation and image within this competitive market. ď‚ˇ
Developing Stakeholder Partnership: in order to built a strong brand reputation and enhance the corrective measures to carry out the CCI by the business units, companies 35
must effectively analyze and seek the key stakeholders for the business growth and development. As per the research findings Primark has wide gap between the organizational operations for CCI and consumers expectations. The company may fill this gap by laying a foundational measures of stakeholder partnership in order to analyze the needs and requirements of consumers, suppliers and investors. This will help the company is efficiently attaining the goals and objectives of the business. Moreover H&M may also adopt the effective measures to enhance the growth and development of the firm. ď‚ˇ
Enhancing communication measures: Developing effective and positive communication measures will helps the business unit in creating wide and effective growth measures within the economy. Effective CCI and CSR communication will helps the fashion retails in efficiently communication the measures that the company has adopted in order to develop positive consumer behavior. The findings of the research evaluated that the consumers of Primark were unable to develop information regarding the actions that the organizations adopt in order to develop effective CCI. By enhancing regular and well developed means of communication the company will efficiently be able to deliver the right message to the consumers which in return will help the business to build a strong brand image within the market.
Positive business relations: Supply chain management is one of the most crucial and effective measures of the company to develop a positive relationship between the company its stakeholders. The research analysis helped in evaluating that both the companies had effective measures to enhance the business relationship for the company within the market. This will help the business in enhancing the growth and development prospects within the market. Positive business relations will develop an effective partnership between the stakeholders of the company which will help the retailers in enhancing the sales and growth within the market.
Transparency of business information: stakeholders of the company attain the internal information of business through transparency of business information. This helps the business unit in creating a wide and effective impact on developing trust and loyalty within the employees while creating stakeholder partnership within the company. As per the findings it is analyzed that the selected fashion retail had a wide growth measures 36
within the market by enhancing transparency of information. This will help the business in creating effective stakeholder partnership and high level of trust and loyalty within them.
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Brammer, S. and Millington, A., 2003. The effect of stakeholder preferences, organizational structure and industry type on corporate community involvement. Journal of Business ethics
Published on Dec 2, 2016
Published on Dec 2, 2016
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