University of Toronto Corporate Social Responsibility Case Study

Table of Contents
Introduction………………………………………………..1
Impetus………………………………………………………2
Description of CSR Issue (s)………………………………..3
Swot Analysis……………………………………………….5
Analysis of CSR Strategy……………………………………7
Executive Summary………………………………………….9
References……………………………………………………10
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Introduction
Corporate social responsibility (CRS) is a general belief that an organization or business
entity has a social responsibility to its community, employees, stakeholders, and the public
(Glavas, 2016). Corporate social responsibility is also known as corporate citizenship. It holds
companies accountable for any impact their actions and operations have on society, including
social, economic, and environmental impacts. Companies with CRS are working towards
improving the social and environmental issues affecting the community (Glavas, 2016;
Stobierski, 2021). Other than benefiting the community, it also benefits the organization. There
will be a good relationship between the community, the local government, the company, and its
employees. It helps boost employee morale, creates a better understanding between employees,
and a stronger bond between corporations. It is important to note that social responsibilities start
from an individual basis. One needs to be accountable for themselves and their shareholders.
Research has shown that corporations who have used the CRS programs have not only improved
their businesses and operations but have also increased their contribution towards society
(Glavas, 2016). Initially, only large corporations implemented the CRS strategies. However, with
changes in time and working environment, even the small and medium-sized corporations have
the mandate to be socially responsible by creating some initiatives.
Impetus
BluEarth Renewables is in the renewable power generation industry, meaning they
provide reliable power supplies while being conscious and minimizing negative effects on the
earth. If we look at the major trends in this industry, we see that it is moving in a massive
uptrend especially recently. In 2020 the world’s renewable energy capacity grew 45% which is
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the most since 1999. A huge reason for this is due to the fact that countries are constantly
investing large amounts of money into building more renewable power generation sources. This
push to become more renewable is because countries want to move away from harmful fossil
fuels and focus on reversing the damage that has been done to earth in order to create a safer
future. Another reason we are able to see a trend in renewable energy is that being more earth
friendly is becoming more and more mainstream especially with the growing popularity of Tesla
Motors. Tesla does have electric cars and solar panels which look beautiful and attract many
consumers in their growing popularity; because of this, consumers have begun to take more
interest in being more conscious about renewable energy and the earth in general. Furthermore,
competitors see the growing potential in using renewable energy and want to capitalize.
BluEarth Renewables should continue to focus on CSR as the work they do already has a
positive impact on the earth and the communities they are in. We know that the whole
organization of BluEarth is built around generating power in a sustainable way, but they also
focus on community building through their programs, and they support education by offering
scholarship programs. However, an area in which they are lacking is providing a voice for the
Indigenous communities they serve in. Many Indigenous people feel like their voices are not
being heard. BluEarth can have a greater impact on these communities by helping them be heard
throughout Canada, especially due to the strong relationships they have already established.
Two of BluEarth Renewables competitors are Pacific Hydro and GreenWish Partners.
Both these firms have a sustainability framework centered around three pillars which are
economic, social, and environmental. PacificHydro has multiple Hydro plants set up across
various locations. These plants not only generate clean renewable energy without affecting water
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flow but have also offered significant economic development such as investment and job
creation. GreenWish Partners is focused on developing utility-scale power plants to support
national development by providing competitive and reliable power for African countries. In both
cases these corporations understand the importance of building prosperity within their
communities, as they will be viewed favorably externally and internally by stakeholders. Since
all these companies are focused on providing sustainability across different communities, they
were much more agile in responding to COVID-19. Furthermore, as these organizations begin to
analyze the efforts they made at the start of the pandemic, they should assess how their strategies
can be employed across their operations, especially for better planning and execution across
different communities (Lelievre, 2021). To stay competitive, BluEarth renewables must set both
short and long-term CSR goals that are focused on catering to the needs of less fortunate
communities. Furthermore, as stated previously they should also focus on serving as a voice for
Indigenous communities and many other communities who feel like they are not being heard or
given any attention. This will not only build a greater sense of trust but also enhance collective
efficacy, community action and adaptation.
Description of CSR Issue(s)
Political
BluEarth Renewables Inc. Corporation was established in a politically stable country.
The World Bank’s 2020 statistical report indicated that Canada had 90.09% political stability
(Trading Economics, 2022). Therefore, the region’s stability has assisted in helping the company
establish itself and provide services to its clients. With the government’s need to reduce
greenhouse effects by encouraging green energy, the corporation has utilized this initiative and
driven its objective of becoming the greenest employer.
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Economic
Canada is among the world’s best and most stable economies favoring businesses. Its
annual GDP is about $1.64 trillion, making it the 9 largest economy globally (Johnston, 2021).
th
With a stable economy, the corporation is able to run its operations without fear of inflation.
Research has shown that stable economies favor business expansion, development, and client
satisfaction.
Social
The organization has engaged society by providing tuition subsidies of $15,000 for
professional development. During the COVID-19 pandemic, they provided equipment to its
employees to ensure that they worked from home (Yerema & Leung, 2022). BluEarth expanded
its lunch and learning program to help society cope with mental challenges. Therefore, it has
incorporated society in its operations.
Technology
This is one of the areas the corporation has established itself in making the community a
better place. For example, it has an EV parking area, carpool parking, low-flow water fixtures,
and the head office floors were made of recyclable Miliken carpet tiles and can be converted to
something else for use (Yerema & Leung, 2022). These technologies have enabled it to be
regarded as the greenest employer of the year. The organization’s prowess in technology has
enabled it to offer in-house and online training.
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SWOT Analysis for BluEarth Renewables Inc.
Strength and Weaknesses
From the PEST analysis, we can note that one of the company’s strengths is in
technology. Its advanced technology and professional experts have enabled it to offer better
community services (Yerema & Leung, 2022). It also enjoys a stable political and economic
environment that favors its operations. The good relationship it has created with the community
has enabled it to offer help in society, as seen in the pandemic (Yerema & Leung, 2022).
However, the organization has its weaknesses. One of the weaknesses is the few days it has
allocated to give back to society in the form of charity works. The two days per year it provides
to its employees are not enough to improve the community or offer services to the less
privileged.
Opportunities
The company has majored in renewable technology to reduce the greenhouse effect. With
the government’s initiative of reducing the greenhouse effect by protecting 25% of land and
oceans by 2025 naturally, the organization has the opportunity to use this initiative in expanding
its operations (Government of Canada, 2021). Despite being recognized as the greenest employer
in the country, it has the opportunity to expand its services across the country and to other nearby
nations. One way of expansion is through its charity works.
Threats
BluEarth faces much competition from established organizations such as Kanin Energy,
SolarSteam Inc., Eavor Technology, and Innova global limited (Growjo.com, 2021). All of these
companies offer the same services. The changes in the country’s economy due to external factors
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threaten the organization. It needs to restructure itself to accommodate the changes that may take
place.
Therefore, using the PEST/SWOT analysis, we can note that the corporation has a social
responsibility of helping the community cope with various challenges. It also helps in improving
their professional standards. The company’s corporate social responsibility can be grouped into
environmental, social, and economic aspects (Stobierski, 2021). Socially, it has brought together
the community and its employees towards facilitating a better environment. For example,
providing charitable services and supporting the community to cope with the pandemic effects
creates a bond between them. Environmentally, the organization has ensured that it is kept green
to reduce greenhouse effects. With the help of technology and professional expertise, it has been
possible for the organization to actualize its goals. Economically, the organization has uplifted
many families by providing tuition subsidies of about $15,000.
Analysis of CSR Strategy
A firm’s CSR strategy involves a thorough plan that analyzes their environmental
initiatives and ambitions, and how they will strategize the role of a strong environmental
influence in the world. This strategy benefits society as well as the firm itself when completed
accordingly. In the textbook, a mission is expressed as a statement made by a firm of how they
will achieve their ultimate goal (Chandler, 2020). In this circumstance, BluEarth Renewables Inc
mission includes three top priorities of their company which involve helping protect the
environment by reducing their own carbon footprint, building the community to be more
environmentally aware, and educating individuals on renewable energy (BluEarth Renewables).
This firm specifically focuses on their purpose and values to transition the future to lower
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carbon. BluEarth Renewables Inc. holds a sustainable competitive advantage over competitors as
they state their yearly goal is not only to reduce the overall carbon footprint but their own carbon
footprint by encouraging employees to practice a sustainable lifestyle.
BluEarth Renewables successfully practices corporate social responsibility that creates an
overall positive workplace for their stakeholders. The sustainability practices the firm has in
place creates many benefits for the economy, especially for circumstances faced with COVID19. When developing a project, BluEarth Renewables completes an in-depth market analysis that
creates an on-going steady relationship with key stakeholders (BluEarth Renewables). In order to
operate and grow facilities successfully, BluEarth recognizes that consultations with stakeholders
and agencies limits negative impacts on the environment and ecosystems they are put in contact
with.
In regard to BluEarth’s current CSR strategy, there are many concepts they use that are
derived directly from course material. To start off, we must consider the driving forces
associated with the company’s CSR strategy. As described throughout the PEST analysis, the
corporation resides in a highly stable country thus, a significant driving force of CSR would be
the country’s affluence. Rich countries, such as Canada, have the ability to make choices on
sustainability whereas poor countries are in need of funds for economic growth (Chandler,
2020). In addition to this, sustainability is a huge driving factor of CSR due to the nature of the
business. As we are reaching the world’s ecological limits, renewable energy sources are
becoming not only a larger demand, but a vital demand for the long run. Corporations, especially
in this industry, are being held accountable for their environmental impacts. In Chapter 3 of the
textbook Strategic Corporate Social Responsibility the concept of stakeholder theory is
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discussed. To understand the greater needs of the stakeholders we must consider who the
stakeholders are and how the corporation’s decision may affect these groups. Corporation’s
responsibilities include maximizing shareholder wealth alongside meeting the stakeholders’
broader needs (Chandler, 2020). BluEarth’s stakeholders consist of the organization, economic
and societal stakeholders. The societal stakeholders can be referred to as the general population
in Canada due to the impact they have on this large demographic. The large amount of
responsibility placed on energy corporations puts BluEarth at a civil learning of CSR and an
institutionalized stage of intensity. This means that CSR practices are promoted industry wide
and a tangible reaction from stakeholders would occur amongst any ethical issues that may arise.
BluEarth’s renewables has done an excellent job creating a positive brand and competitive
advantage for themselves through the use of corporate social responsibility. Within Michael
Porter’s article The Link Between Competitive Advantage and Corporate Social Responsibility he
discusses the innovation, opportunity and competitive advantage that may arise through CSR
strategies (Porter, 2011). BluEarth Renewables have utilized Porter’s concepts to gain advantage
in the renewable industry. Through their initiative to reduce their carbon footprint they were able
to innovate and advance the corporation’s technology which led them to their recognition as
being Canada’s greenest employer.
Although the corporation has a notable CSR strategy, they are not using their capital and
resources to properly scale their initiatives. As discussed through Michael Porter’s ted talk on
how business can be good at solving social problems the company must change the way they
view themselves. There is not enough capital and resources contributed to growth and charity
which may be caused by conventional wisdom. Through charitable donations to governments,
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NGOs, and social organizations, BluEarth has the opportunity to provide tangible solutions and
create large business opportunities.
Executive Summary
Corporate social responsibility stems from a generalized belief that an organization has a
“social responsibility” to their community, employees, stakeholders, and the public. BluEarth
Renewables Inc. focuses on providing reliable power supplies while minimizing negative effects
on the earth.
BluEarth has made various steps to improve their CSR including reducing their own
carbon footprint, building a community that is more environmentally aware and creating
programs to educate individuals on renewable energy. Furthermore, BluEarth provided their
employees with equipment to allow them to work remotely during the COVID-19 pandemic.
Along with providing their employees equipment, they also expanded their lunch and learning
programs to help individuals cope with the mental challenges surrounding COVID-19. Although
BluEarth has made notable strives to increase their CSR, there is always room to improve.
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References
Chandler, 2020, Strategic Corporate Social Responsibility Sustainable Value Creation
Glavas, A. (2016). Corporate social responsibility and employee engagement: Enabling
employees to employ more of their whole selves at work. Frontiers in Psychology,
7(MAY). https://doi.org/10.3389/FPSYG.2016.00796/FULL.
Government of Canada. (2021). Climate change adaptation plans and actions. Canada.Ca.
https://www.canada.ca/en/environment-climate-change/services/climatechange/adapting/plans.html
Growjo.com. (2021). BluEarth Renewables: Revenue, Competitors, Alternatives. GROWJO.
https://growjo.com/company/BluEarth_Renewables
Johnston, M. (2021). The Economy of Canada: An Explainer. Investopedia.
https://www.investopedia.com/articles/investing/042315/fundamentals-how-canada-makesits-money.asp
Lelievre, M. (2021, January 29). How COVID-19 has impacted sustainability,
climate change strategies. Sustainable Brands. Retrieved February 12, 2022,
from
https://sustainablebrands.com/read/defining-the-next-economy/how-covid-19-has-
impacted-sustainability-climate-change-strategies
Our approach to sustainability. Pacific Hydro Australia. (n.d.). Retrieved February 12,
2022, from https://pacifichydro.com.au/our-approach-to-sustainability/
Porter, 2011, The link between competitive Advantage and Corporate Social Responsibility:
https://ares.lib.uoguelph.ca/ares/ares.dll?Action=10&Type=10&Value=289544
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Stobierski, T. (2021). Types of Corporate Social Responsibility to Be Aware Of. Harvard
Business School. https://online.hbs.edu/blog/post/types-of-corporate-social-responsibility
Trading Economics. (2022). Canada – Political Stability And Absence Of Violence/Terrorism:
Percentile Rank. Trading Economics. https://tradingeconomics.com/canada/politicalstability-and-absence-of-violence-terrorism-percentile-rank-wb-data.html
What we do. Greenwish. (2019, November 6). Retrieved February 12, 2022, from

What we do

Yerema, R., & Leung, K. (2022). Top Employer: BluEarth Renewables Inc. Mediacorp Canada
Inc. https://reviews.canadastop100.com/top-employer-bluearth-renewables#sme.

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