Easyjet S Response To Social Responsibility Needs

laxjet S Response To Social responsibleness NeedsThe in persisted purpose of Our research pieces is that they ar utilize as models to assist in the preparation of Your own research write ups. We uncomplete endorse nor tolerate just about(prenominal) form of plagiarism, whole or partial, and go forth not engage in some(prenominal) activity that facilitates cheating. piece of musics For You or its affiliates willing NEVER sell a model paper to either student giving us ANY reason to believe that (s)he will submit our puddle, either in whole or part, for academic realization at twain institution under their own name plagiarization IS A CRIMEBy purchasing research papers from Us you undertake not to pass off or submit (for whatsoever purpose whatsoever) totally or any constituent part of the Paper commissi oned by You, from paper For You, as your own work or that of a third-party. 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Papers For You reserves the right to research, write, and globally-publish example papers on the Internet, these rights are protected and shall continue unabated and uncensored.Please break a look at the Suggested use of our papersIf you quote from our paper you must reference the paper in the annexes or Bibliography section of your assignment, coursework or dissertation (according to the Harvard System of Referencing) Papers For You (year of the paper) Number of the paper and title of the paper, Available from http//www.papers4you.com Accessed datePapers 4 You.Com gateSince corporations cause to draw on the communi ty in which they operate for resources, they also drive home obligations to their multiple stakeholders, namely, those who get affected by corporate policies and practices who may affect the corporation in turn. This means that occupancyes dont just have monetary accountability but also social and environmental righteousness (Aga, 2004 pg 13). embodied social office (CSR) is a doctrine which means that a patronage, away from making do goods, has a responsibility towards the society and its people. Holme (2006) defines social responsibility as the continuing commitment by business to behave honourablely and yield to economic development while improving the quality of life of the men and their families as well as of the local community and society at large. It is approximately achieving commercial success in ways that honor respectable values and respect people, communities and the natural environment (Aga, 2004 pg 13). The fundamental idea of CSR is that business corpora tions have an obligation to work towards meeting the needs of a wider regalia of stakeholders (Clarkson, 1995 Waddock et al., 2002). More generally, CSR is a set of steering practices that ensures the company maximizes the positive impacts of its trading operations on society or operating in a manner that meets and even exceeds the legal, ethical, commercial and public expectations that society has of business (BSR, 2001, cited in Jamali Mirshak, 2006 pg 251).Traditionally, it has been the governments which have assumed the responsibility of improving peoples living conditions but societal needs, now, have exceeded the capabilities of the governments to fulfill them. (Jamali Mirshak, 2006 pg 243) This has turned the spotlight to businesses to play a much responsible and societal role. CSR has really taken off in the last fewer years, so much so, that businesses seek to narrow themselves through their CSR engagement. Good examples of that would be Tescos green marketing camp aign, Nestle and Krafts f logical argument trade coffee campaign, Experians (Credit Reference Agency) announcement of switching over to re risingable energy and making its UK sites result on electricity from green sources.With the climate castrate issue taking front stage at global conferences, CSR has become a signalise strategic issue for the atmosphere diligence. Low cost bareliners in feature(prenominal) have faced the flak for polluting the environment they are continuously macrocosm blamed by environmentalists for violating the emission norms and are held responsible for bringing about a climate change. Tony Pilcher (2007 pg 25), head of global business travel management at HSBC, pointed out that those who believe climate change is just a passing fad must change their attitude quickly. As a result of all this, economy carriers like easyJet are being dictated to change their business process to contribute to tackling the issue of climate change. The mull analyzes th e proactive and reactive measures easyJet is taking or has taken to make air travel more efficient and environment prosperous.Discussion and AnalysisViews on socially responsible practices within the line sector range from one extreme to the other. Skeptics and other aviation experts believe that Social function tends to veer business focus on growth and profitability. Proponents of CSR however believe that CSR gives the aviation businesses an opportunity to look beyond economic returns and take the wider social concerns into consideration. (Jackson and Nelson, 2004 Rudolph, 2005). At the core of the Social Responsibility debate is the idea that aviation patience should undergo a transition from a state of mere complaisance to a mode of engagement, from harm minimization to value creation (Luetkenhorst, 2004 Novak, 1996). major changes have taken place in the European airline industry during the last decade. Although the top players are still full-service carriers (FSC), LCCs like easyJet have achieved immobile market positions in the last few years. easyJet, with 29mn riders in 2005, is in the same league as FSCs like Lufthansa, Air France etc. easyJet was founded by enterpriser Stelio Haji-Ioannou in 1995 and now operates in 218 routes in Europe, across 65 airports and 62 cities. (easy Jet Company accountings, 2006). Because of the shift in environmental spotlight to the let loose cost carriers and the aviation sector in general, airliners are being goaded to take step to manage and control the adverse affects on climate change. There has been a renewed focus on social responsibility (especially towards the environment). easyJet is in the process of tackling the issue in its own way.While some changes have been explicitly embarked upon by easyJet, other are embedded in its business model. easyJets business model make sure that some of the environmental benefits are inherently embedded in it. Some of the social and environmental benefits of its b usiness model are discussed belowTraditional carriers normally work on a hub and spoke system where passengers have to take ii or more flights to get to their destination. EasyJet provides direct short-haul point-to-point operate without any connecting services between two locations. This helps cutting down on emissions automatically. Since 2000, easyJets CO2 emissions per passenger per kilometre has reduced by 18%. (easyJet corporal and Social Responsibility Report, 2007)Another aspect of easyJets business model is to use smaller and comminuted congested airports to avoid high congestion charges and landing fees. Larger airports tend to require aircraft to fly longer holding patterns and longer taxi generation to and from the runway leading to higher burn emissions (easyJet Plc, Annual Report and Accounts, 2006). EasyJet, therefore, has comparably lower emissions as compared to full scale carriers.Waste minimization Easy Jets distribution is purely internet based. The virtu e of being a book less airline helps slander waste in the form of paper documents. On board waste is reduced by not go free food service.Emission per passenger EasyJet claims to have more across-the-board and bigger aircrafts than other low cost carriers. Eg. The typical seating signifier of an Airbus A319 is 124 seats (source Airbus). easyJets no-frills service allows them to reduce the space and weight deep down the plane devoted to galleys, lavatories and storage. Their Airbus A319s fly with 156 seats which mean they typically carry more passengers per flight thereby reducing emissions per passenger. Each of easyJets A319s carries 26% more seats than the norm and carries up to 57% more passengers per flight than the European norm meaning that the typical European airline operating an Airbus A319 would fuel 27% more fuel per passenger. (easyJet Plc, Annual Report and Accounts, 2006).Efficient on the ground easyJets business model is centered on high aircraft practice ses sion which tends to minimize the turnaround age. It makes minimal use of ground equipment, has shorter dwelling time on the ramp and keeps surface journey to a minimum. All this seems to minimize waste and have minimal adverse affect on the environment. apart(predicate) from the social benefits, easyJet draws from its business model it is also taking major steps in becoming a more socially responsible organization. As an employer, it is move to play a leading role in the prox environmental performance of the aviation industry. The steps that it has taken so remote includeChanging its business model in wake of acclivitous environmental concerns. Up till now, its business model centered on cost reduction. easyJet is now planning to embark on an advertising schema focusing on social responsibility. With its latest campaign, it will try to differentiate itself against other carriers through its environment friendly activities. It is repositioning itself to give it a new look and has planned a major shift in its advertising strategy away from price- disgustn offers to promoting its green credentials through its new campaign highlighting its efficiency in reducing carbon emissions.Reforming of the air traffic system to reduce congestion.Technological up gradation of aircrafts. easyJet is workings to reduce emission per aircraft through new generation aircrafts. It is actively move with airframe and engine manufacturers on the application of new technologies for the next generation of short-haul aircraft. Its fountainhead Executive Andy Harrison points out that in 2006, easyJet removed 22 older aircraft at a cost of over 275 million as part of their drive for efficiency and in the coming four years they plan to barter for 100 brand-new Airbus A319s to lead the Green growth in the aviation sector. (easyJet corporeal and Social Responsibility Report 2007)Giving customers the most nationwide range of environmental information available for travel to a parti cular destination, and helping them to offset the carbon emissions of their flight. (easyJet corporate and social responsibility Report, 2007) gainful renewed attention to cleanliness of aircrafts for waste minimization and adding more efficiency to its recycle and waste disposal systemLeading the way in cause a greener future for aviation with its campaign for inclusion of aviation in the European Unions Emissions Trading Scheme and EUs Single European Skies programme. It is forecasted that if the EUs Single European Skies programme gets implemented, it could lead to a 12% reduction in brief distances by reducing the patchwork of European traffic control centres. (easyJet collective and Social Responsibility Report 2007)Trying to make its fleet pliable to latest international noise and emission standards to tackle the issue of befoulment and reduce CO2 emissions. For achieving this environmental efficiency, easyJet has established an environmental code to manage progress towa rds its targets. It has a strategy of being environmental friendly both in the air and on the ground. It strives to do this with the help of technological up gradation as new technology aircrafts are more fuel efficient. Its policy is to grow its fleet using the latest technological aircraft, whilst retiring(a) older aircraft usually within seven to ten years of actors line (easyJet Plc, Annual Report and Accounts, 2006).easyJets socially responsible activities also extend to its employees. It is committed to equality and diversity and is an equal opportunities employer. It also complies with age discrimination laws. lieu and MotivesThere has been a debate over easyJets response to social responsibility. Friedman (1983) pointed out, backing of business is business, by which he meant that the only motive of a business is wealth creation. With easyJets social responsibility activities, it looks as if it has taken up CSR activities because of wealth creation rather than social, ethi cal and environmental concerns. Theorists like Fisher and Lovell (2003) have debated whether organizations CSR activities reflect their genuine concern for the society or whether they embark on CSR activities for business growth and profitability. CSR is slowly becoming a niche element in itself, which provides organizations with new business opportunities and new segment of customers to cater to. Researchers give away two types of CSR behavior. One, which adopt CSR practices purely because of business reasons and where ethics and the concern for stakeholders other than the promoters do not matter. The other kind is more responsible where profit maximization is subject to ethical restraints, appropriate discharge of the companys social responsibility, and a balanced concern for the needs of all the stakeholders, not just the promoters. It is very difficult to classify easyJets social responsibility activities.ConclusionsWhile CSR movements have emphatically picked up over the la st few years, the motives behind easyJets CSR activities remains cave in to debate, as most companies like easyjet seem to embark on CSR activities more for business and profitability reasons rather than ethical and social reasons. As highlighted in the text, easyJet is using mainstream marketing to propagate their CSR practices to help redefine their brand image from a low cost carrier to a low-cost ethical carrier. This definitely has an impact on the consumers because the greatly increased profile of CSR activities in general suggests that the concept has a potential to attract environment friendly consumers who can also become a potential advocate for the brand. Organizations like easyJet might be highlighting their CSR operations to market their products but as Fisher Lovell (2003) point out, most organizations social responsibility efforts are little more than Public Relations campaigns designed to promote corporate brands by creating the appearance of being good corporate c itizens. But, under the present environmental concerns, Easy Jet, as an organization, is doing what it is supposed to do making money for the owners by obeying relevant environmental and social rules. While easyJet efforts in responding to environmental change efforts cannot be belittled, the motive behind the efforts still remains unclear. Whether easyJet sees social responsibility as a narrow conception entailing economic and legal responsibilities or a broader concept entailing a wider range of economic, legal, ethical, moral, and philanthropic responsibilities is unclear.ReferencesAga, A (2004) vigilance Paradigms Beyond Profit Maximization, vol 29, no 3, p 13Choueke,M (2006),EasyJet abandons price-led campaigns for green focus, selling Week (01419285), Vol. 29 Issue 45, p3-3,Clarkson, M (1995), A Stakeholder Framework For Analyzing and Evaluating Corporate Social Responsibility , The Academy of Management Review 20(1), 92- 118.easyJet Annual Report and Accounts (2006) Corpora te and Social responsibility Report http//www.easyjet.com/common/img/easyJet_CRS.pdf, Date accessed 01/06/2007easyJet Corporate and Social Responsibility Report (2007) easyJet promises action on environmental-efficiency http//www.easier.com/view/locomotion/Flights/easyJet/article-99999.html Date accessed 02/06/2007Fisher, C. and Lovell, A. 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