Strategic CSR may be described as an ongoing and complex process. Some strategic CS initiatives may be successful since the beginning while others may require improvement in order to contribute to goals achievement. A certain fact is that a responsible company should constantly learn, improve and adapt their practices considering the dynamic of markets and changing expectations of stakeholders. The journey made by Unilever, up to this point, in terms of sustainable value creation following strategic CSR approaches sustains both the concept's complexity and the company's willingness to constantly development and improve in order to remain a leading organization in the industry of fast moving consumer goods. The objective of this paper was to analyze the performance of Unilever's Sustainable Living Plan from a strategic CSR and sustainable value creation perspective, following a qualitative approach. The findings of the study revealed that even though the organization did not managed to achieve of all the stated USLP's objectives, during these 10 years plan, the firm has grown based on sustainable, durable, people-driven principles, gain competitive advantage and achieve to some extent, both economic and social goals. In addition, the results showed that Unilever should improve its ability to retain employees. Thus, the company should further consider focusing more on educating consumers regarding the implications and overall benefits of responsible consumption and behavior in order to increase the value of the brands and of the company.
Wine is not just a drink that people consume on the occasion of holidays or important events in their lives, but it is truly a resource that generates income and, certainly, tourists. To the extent that there is a specific material basis for tourism, tourist attractions and wine-growing resources, wine roads can be created. So far, it has not been proposed a wine road that would pass through all the counties in the South-Muntenia Development Region, given that in each county there is at least one wine-growing center. The purpose of this study is to inventory the tourist resources (areas cultivated with vines of fruit, tourist attractions in wine centers, accommodation units in wine centers) of the South-Muntenia Development Region, in order to propose a “South-Muntenian Wine Road”. Thus, the areas cultivated with vines of fruit tend to decrease at the level of the South-Muntenia Development Region, and the “South-Muntenian wine road” could total approximately 876 kilometers. The development and promotion of a wine road that includes tourist objectives from all counties in the South-Muntenia Development Region could be the best opportunity for the creation of collaborations between counties, so that the attractiveness of the area increases. Thus, with the development of the wine road at regional level, new food units and new accommodation units will appear, which represent sources of generating new jobs. In essence, the viticultural resources, more precisely the vines of fruit and the tourist objectives from the South-Muntenia Development Region are suitable for the practice of wine tourism.
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