J****** J**A Comparative Case Study on Toyota and Hyundai Motor’s Corporate Social Responsibilities Strategies in the European MarketA Comparative Case Study on Toyota and Hyundai Motor’s Corporate Social Responsibilities Strategies in the European MarketName: J****** J**Student Number: ********Report Advisor: C**** D****-Abstract-This paper will address a comparative case study on Toyota and Hyundai Motor’s CSR strategies in the European market. The purpose of this project is to answer for the research question, which is ‘Do philanthropic social contribution activities to the local community still influence its car sales?’ To make the audience to understand the answer for this question easier, all the data will be analyzed with the models that provided before the analysis starts. In order to provide reasonable analysis, professor Seo’s CSR Case Analysis Framework, Carroll’s CSR Pyramid, and Porter & Kramer’s Responsive CSR and Strategic CSR Model will be discussed and used. Basically, research tasks will be explained in the methodology section of this paper. According to Seo (2011), “The cases are collected and prepared through the company’s official website, annual report, press release, etc. after an intensive analysis of existing documents or social responsibility activity reports of each company. However, since the case study is a qualitative approach not a quantitative one, there is much room for subjective judgments to be involved, we tried to reduce such problems by adding the type and depth of the data.” (Seo, 2011)In order to objectively analyze CSR activities by specific types, the four types presented by Carroll (1991) are Economic responsibilities, Legal responsibilities, Ethical responsibilities, and Philanthropic responsibilities. However, the economic responsibility is excluded as it is deemed to be the principal in the management of theCSR recognition and types of CSR for this research projectSocial ResponsibilityConceptContentsLegal & Ethical respo distinctive CSR activities. Next, analyze the CSR type of Toyota and Hyundai Motor using Porter & Kramer’s model and analyze the differences. At this point, Toyota and Hyundai Motor’s CSR activities will be discussed through ‘Figure 4’, whether it is responsive CSR or strategic CSR.Research Task III: Based on the analysis of research tasks I and II, what is the significance of establishing an efficient CSR strategy for global enterprises?Based on the analysis from the research tasks I and II, the implication for establishing an effective CSR strategy for Korean and Japanese companies in the European market will be systematically analyzed, summarized, and presented. At this stage, to give a proper answer to the research question, it will show both companies’ sales rate and range of fluctuation to clearly show how its philanthropic activities affected to its car sales.Data5.1 The Case of Hyundai Motor’s CSR in European MarketEstablished in 1967, Hyundai Motor now has two production plantivities are concentrated on philanthropic responsibilities.In order to offer a reliable answer for this research task, Porter & Kramer’s Responsive CSR and Strategic CSR model will be used. Based on the organized data above, the following analysis will be discussed through the model illustrated in ‘Figure 4’. To help to understand this issue, the difference between responsive CSR and strategic CSR will be briefly explained again. For the responsive CSR, ‘it mainly occurs after the harmful effect already happened, so the benefit that the company can actually meet is limited as well.’ The main purpose of doing the responsive CSR activity is to mitigate harm from its value chain activity. Meanwhile, for strategic CSR, ‘it should be differentiated from the competitors of the company and should also include the public interest at the same time as enhancing the competitiveness of the company.’ Long-term measures of activity are often perceived as strategic CSR, rather than the short-term teformance was added to the table. It will show how much each company has achieved over the previous quarter instead of dealing with its absolute value.‘Figure 13’ visualized the data from ‘Figure 12’ to make it easier to understand the changes in quarterly sales performance between Hyundai Motor and Toyota. Basically, the sales figures of the two companies have shown a pattern of ups and downs. What’s notable is that the sales performance of the two companies is inversely proportional to the third quarter of 2019. When Toyota recorded an increase in sales from the previous quarter, Hyundai Motor fell on the contrary. Judging from the previous discussions in the research task I and research task II, it can be inferred that Hyundai Motor focused on its responsive CSR activities and Toyota focused on its strategic CSR activities, whether it was willing to do so. Then, this difference in CSR activity could explain the inverse of car sales performance.In addition, to clearly illustrate the TAGE1
