tiểu luận what do corporate csr activities include how real are the benefits that csr brings to this business in the process of implementing csr what barriers and difficulties have businesses encountered

Background Theory I.The definition of CSR Corporate social responsibility An initial perspective on CSR Corporate social responsibility asserted that it involves a sincere examination of

COLLEGE OF BUSINESS

FINAL ESSAYSubject: Corporate Social ResponsibilityLecture: Le Thanh Truc

Ho Chi Minh, December 28th 2023

Table of Contents

Background Theory 3

I The definition of CSR (Corporate social responsibility) _3II Types of social responsibilities business _3Economic Responsibilities. _4Legal Responsibilities _4Ethical Responsibilities. _5Philanthropic Responsibilities. 5

What do Corporate CSR activities include? How real are the benefits that CSR brings to this Business? In the process of implementing CSR, what barriers and difficulties have businesses encountered? How did the business overcome those barriers and difficulties? 6

I Introduction about Netflix 6II The CSR activities of Netflix 8Reduce carbon emissions using scientific methods combined with the power of nature 8Produce and release many films or documentary movies about climate or highlighting feasible solutions for sustainable development _10Contribute to activities for the rights of people with disabilities, minorities in the community or establish a charity fund _11III The benefits that CSR brings to Netflix _12IV Challenges Netflix encountered in the process of implementing CSR 14V How Netflix solves difficulties in the CSR process 15

In the process of implementing CSR, how has the Enterprise created relationships and influenced relevant subjects? Explain, analyze and provide evidence (government, community, customers, employees, etc.) _17

I Government: 17II Customers: _18III Employees: _18IV Community: 19

REFERENCE _20CHECK TURNITIN 21

TRANG 2

Background Theory

I.The definition of CSR (Corporate social responsibility)

An initial perspective on CSR (Corporate social responsibility) asserted that it involves a sincere examination of how a company's actions affect society Another early social responsibility entails individuals contemplating their actions within the context of a broader social system and assuming responsibility for the consequences of their actions throughout that system Both of these initial definitions offer valuable insights into the concept of social responsibility On the other hand, Carroll’s four-part definition of CSR shows that the social responsibility of business encompasses the economic, legal, ethical, and discretionary (philanthropic) expectations that society has of organizations at a given point in time”

Formerly, the concept was interpreted as an internal policy or ethical strategy specific to an organization, but this interpretation is now outdated given the emergence of numerous international laws and regulations Several organizations have leveraged their capacities to transform this concept from merely an initiative or ideal championed by a few individuals or a particular business sector However, over the past decade, the connotation of this term has evolved, extending beyond voluntary decisions at the organizational level to becoming a compulsory policy for any organization, irrespective of its regional, national, or international scope.

The expansion of social responsibility practices has contributed to a more content society in its dealings with businesses Nevertheless, this contentment, while diminishing the factors prompting criticism of businesses, has concurrently raised expectations, giving rise to heightened scrutiny and criticism.

II.Types of social responsibilities business

Carroll's four-part definition of CSR emphasizes the various social responsibilities that businesses bear This framework contextualizes the economic and legal expectations of

responsibilities and philanthropic (voluntary/discretionary) responsibilities Together, these four dimensions establish a foundational structure that outlines and frames the responsibilities that businesses have to the society in which they operate.

optimization, cost control, strategic decision-making, and other business principles focused on enhancing long-term financial performance In the current landscape, economic sustainability has become a pressing concern While economic responsibilities are indispensable, they alone are insufficient; the absence of economic viability renders other considerations irrelevant, as businesses must remain operational to fulfill broader societal obligations

Legal Responsibilities

Just as society has granted economic systems the authority to delegate the productive role to businesses, as a partial fulfillment of the social contract, it has also established the parameters –the laws and regulations – within which businesses are expected to operate Legal

responsibilities mirror society's concept of "codified ethics," outlining fundamental principles of fair practices set by lawmakers Businesses are obligated to adhere to these laws, underscoring their responsibility to society The inclusion of compliance officers in organizational structures highlights the significance of businesses meeting legal standards In instances where businesses disagree with existing or proposed laws, society provides a mechanism for dissenter through the political process In recent decades, there has been a proliferation of laws and regulations aimed at monitoring and controlling business behavior, as

illustrated by a notable Newsweek cover story titled "Lawsuit Hell: How Fear of Litigation Is Paralyzing Our Professions." This underscores the growing role of legal responsibility for organizations Furthermore, as technological innovations continue to advance, regulations pertaining to the digital economy are becoming increasingly urgent The legal dimension of the business and society relationship will be explored further in subsequent chapters as relevant issues arise.

Ethical Responsibilities

While laws are indispensable, ethical responsibilities go beyond legal requirements, encompassing activities, standards, and practices that society expects or prohibits even when not formally codified Ethical responsibilities encompass a broad spectrum of norms, standards,values, and expectations that align with what consumers, employees, shareholders, and the community perceive as fair, just, and in harmony with the protection of stakeholders' moral rights These ethical expectations originate from societal and stakeholder groups and are furtherinfluenced by implicit levels of ethical performance, guided by universal ethical principles found in moral philosophy, including justice, rights, and utilitarianism.

Philanthropic Responsibilities

Lastly, there are business's voluntary, discretionary, or philanthropic responsibilities While notstrict obligations, they are regarded as responsibilities because they align with current public expectations of businesses The extent and nature of these activities are optional, guided solely by a business's inclination to participate in social endeavors that are neither mandated by law nor generally anticipated from an ethical standpoint Nevertheless, there exists a public expectation that businesses will contribute positively, making this category an implicit part of the social contract between business and society These activities may encompass corporate giving, donations of products and services, employee volunteerism, community development, and any other voluntary use of the organization's resources and its workforce in collaboration with the community or other stakeholders.

The four-part definition of CSR serves as a structured framework for identifying and contextualizing the diverse expectations that society places on businesses Each of these four categories, deemed integral aspects of the overall social responsibility of business, forms a conceptual model that thoroughly and precisely delineates the types of expectations society holds for businesses.

What do Corporate CSR activities include? How real are the benefits that CSR brings to this Business? In the process of implementing CSR, what barriers and difficulties have businesses encountered? How did the business overcome those barriers and difficulties?

I.Introduction about Netflix

Netflix is a subscription-based streaming and production company It offers a range of television programs, movies, anime, award-winning documentaries, and more Founded in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California, Netflix initially provided services to customers by mailing physical copies of films, TV shows, video games,

TRANG 6

and other forms of media through a standard mail delivery system In 2007, the company introduced online streaming and on-demand video services Netflix expanded to Canada in 2010, followed by Latin America and the Caribbean The company entered content production in 2013, launching its first series, House of Cards In January 2016, it expanded its services to 130 countries and later operated in 190 countries.

Netflix is currently available for online streaming on internet-connected devices such as smartphones, smart TVs, gaming consoles, set-top boxes, tablets, laptops, personal computers, or digital media players, Blu-ray Disc players, electronic game controllers, and virtual reality headsets among a list of compatible devices The company has revolutionized the entertainmentindustry and is now present in 190 countries Their subscribers have increased to 222 million, adding 18.2 million members in just the past year This includes 75.2 million subscribers in the United States and Canada, 74.0 million in Europe, the Middle East, and Africa, 39.9 million in Latin America, and 32.7 million in Asia-Pacific It is available worldwide except in mainland China (due to local restrictions), Syria, North Korea, Russia, and Crimea (due to U.S sanctions) Netflix has played a prominent role in distributing independent films and is a member of the Motion Picture Association (MPA) Films on Netflix are available in 4K resolution In the United States, the company offers DVD and Blu-ray rental services separatelythrough the United States Postal Service from regional warehouses.

The company is ranked 115th on the Fortune 500 list and 219th on the Forbes Global 2000 list It is the second-largest entertainment/media company by market capitalization as of February 2022 (after Walt Disney) In 2021, Netflix was ranked as the 8th most trustworthy global brandby Morning Consult According to Statista, the platform attracted up to 232.5 million paid usersin the first quarter of 2023 Netflix recognizes its significant societal impact and, as a result, hasimplemented various Corporate Social Responsibility (CSR) initiatives to contribute to addressing community and environmental issues.

Netflix's CSR activities are focused on three main areas: environmental protection, promoting diversity and social inclusion, and supporting the local communities where Netflix operates Among these, environmental issues take the top priority and are a central focus of the company's CSR efforts.

Reduce carbon emissions using scientific methods combined with the power of nature

The statistics show that Netflix's carbon emissions in 2021 were around 1.5 million tons, with more than half coming from the direct production of programs and films available on Netflix Faced with this alarming reality, Netflix has set two short-term climate goals measured annually rather than by decade, and they are on track to achieve both goals Firstly, Netflix aims to halve its emissions by 2030 based on Netflix's scientifically verified baseline Starting in 2022, the company plans to annually offset the remaining net carbon emissions to zero by investing in the natural carbon removal power.

To achieve these internal reduction targets, Netflix focuses on solutions that are most suitable for the entertainment industry through the "Optimize, Electrify, Decarbonize" strategy First, the company optimizes by concentrating on efficiency, reducing the electricity used both in the production process and in offices Over the past six months, they have begun auditing energy efficiency at facilities in the United States, where the most electricity is consumed, to identify energy-saving and cost-saving opportunities Next, they electrify devices that use the most liquid fuels, such as vehicles, buildings, and generators For example, if possible, electric engines will be used as they are more efficient, and electricity is easier to decarbonize Afterward, they decarbonize sources that cannot be optimized and electrified This involves combining renewable electricity with any non-carbon-emitting power grid and switching to lower or zero-carbon fuel options when unable to connect to the grid.

Netflix aspires to build a pollution-free production method They aim to reduce the emissions of the production process and decrease reliance on diesel-powered generators, which are prevalent in film and television production First, for sourcing electricity from the grid during

TRANG 8

production phases, they enroll in local renewable energy programs Then, in a location without a power grid, they tested a green hydrogen-powered generator, GeoPura, instead of many diesel-powered generators While the byproducts of diesel-powered generators include carbon dioxide, carbon monoxide, and other polluting gases, the byproduct of the GeoPura generator ispure water The hydrogen-powered generator provides a smooth power supply to the extent thattheir production team began turning off supplementary diesel-powered generators in favor of GeoPura-generated power In addition to providing clean energy and drinkable water, hydrogen-powered generators have the added benefit of running quietly, which is useful in the filming process.

Since most facilities are rented, the company has convinced landlords to optimize, electrify, and decarbonize the spaces they use In 2019, electricity in offices accounted for approximately12% of the company's carbon emissions Although this is not the main source of emissions, they still aim to minimize the impact of this source over time and provide healthier and safer working environments.

One of Netflix's newer offices, certified LEED Gold in Hollywood, is the first large-scale commercial building in Los Angeles to integrate building-integrated photovoltaics (BIPV) This means the building's façade can generate electricity from solar energy, then use that electricity to supply the building and over 70 on-site electric vehicle (EV) charging stations for employees and guests Additionally, the building incorporates energy-saving features throughout, resulting in more than a 13% savings compared to California Title 24 energy use standards, one of the strictest regulations in the United States.

Strategies like these complement the programs Netflix is implementing to help employees commute to work in a more carbon-friendly manner, such as shuttle buses, free public transportation passes, subsidized carpooling, and free on-site EV charging stations whenever available They also provide bike racks, bike washing services, and on-site bike lockers.

The film and television production process often requires air travel, whether a little or a lot The company has had to take responsibility for the carbon emissions from both the business travels of its employees and the travel of actors and crews needed to produce any Netflix-branded film or television show Overall, air travel accounts for about 15% of the company's carbon emissions.

In April, Netflix co-founded the Sustainability Aviation Buyers Alliance to enhance the supply of sustainable aviation fuel The alliance includes other members such as Environmental Defense Fund, Rocky Mountain Institute, Boeing, Boston Consulting Group, Deloitte, JPMorgan Chase, Microsoft, and Salesforce By accelerating the adoption and cost reduction ofsustainable aviation fuel, they will be able to reduce aviation emissions in scale and pace as required by climate science.

Netflix is committed to using 100% renewable energy from solar and wind for all its operations, from offices to data centers Moreover, they apply various green technologies and production processes to minimize carbon emissions and waste.

Produce and release many films or documentary movies about climate or highlighting feasible solutions for sustainable development

In 2020, over 160 million households worldwide, comprising more than 70% of Netflix members, chose to watch at least one story on Netflix These stories help audiences gain a deeper understanding of climate issues, highlight feasible solutions for sustainable development, and even present both challenges and solutions surrounding these themes.

Netflix produces and releases numerous documentary films and educational programs aimed at raising public awareness on issues such as climate change, wildlife extinction, and more They have curated over 200 films, series, and special programs centered around these topics in a Netflix collection called "Stories of Sustainable Development." Through this collection, viewers can experience the diversity and richness of a world constantly changing right on their

TRANG 10