A CASE STUDY OF THE INVOLVEMENT OF A HOSPITALITY AND TOURISM COMPANY IN THE UNITED NATIONS GLOBAL COMPACT
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Date
2010
Authors
HOWE, YAM CHEE
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Abstract
Cmporate Social Responsibility (CSR) has become an integral element in
the business strategy for large number of companies around the world. There are
growing numbers of initiatives developed to specifically help companies to
develop, implement and communicate their CSR practices. The United Nations
Global Compact (UNGC) is currently the biggest CSR initiative in the world, with
more than 5,000 participating companies around the world. It is a voluntary
network-based initiative whereby participants willingly commit themselves to
adhere to the ten universally accepted UNGC principles in the areas of human
rights, labour rights, the environment, and anti-corruption. The aim of this study is
to understand the motivation of a tour and travel company in Malaysia to
participate in the UNGC. This study also examines the implementation of the
UNGC in its daily operations and challenges that the company faced in the
implementation process. An in-depth case study is carried out to understand these
dynamics.
The use of stakeholder theory through the normative lens helps to
understand the company's motivation to participate in UNGC. The results indicate
that the company has strong ethical values and orientation towards contributing to
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the environment and society, largely due to the principles and values of the firm's
charismatic leader. The instrumental aspect of stakeholder theory is used to help
understand the connections between CSR practices and the achievement of
corporate performance. The fmdings of this study indicate that the implementation
ofUNGC principles significantly contribute to the profitability and growth of the
company.
The model of organizational learning by Zadek (2004) is
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A CASE STUDY OF THE INVOLVEMENT OF A HOSPITALITY