Long-term social value creation through CSR; A case study of Ferrarelle S.p.A.

Abstract

In the last few years, the concept of Corporate Social Responsibility (CSR), its impact on the overall social well-being and social outcomes, has captured the interest of experts and academics. While many companies acknowledge it as an absolute strategical necessity, it is unlikely to be considered a tool to create value which goes beyond the company borders. The CSR is indeed often seen by companies simply as a way to draw positive public opinion; and even when defined by a true commitment, it fails to have a significant positive impact on society. For these reasons, CSR is seen by many as a failing attempt to turn business organizations, naturally led by the pursuit of profit, into socially oriented organizations, inconsistent with their fundamental mission. The purpose of this thesis is to develop a new concept of CSR, to work potentially as a tool to enhance companies’ business competitiveness as well as to generate “social value”. To this end, the opinions and theories of several experts were analyzed with the aim to shape a theoretical framework for CSR evolution, by stressing the crucial role of stakeholders and non-governmental organizations (NGOs). The focus is on the successful implementation of a CSR policy undertaken by the Italian company Ferrarelle S.p.A., which is active in the bottled water industry. Lastly, the data gathered were compared with the findings of the literature review in order to propose an innovative framework for sustainable and socially effective CSR.