Practicing corporate social responsibility

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Reference no: EM133085123

Read the case study and answer the 2 questions that follow it.Häagen-DazsTM & Honey Bee Preservation[1]

Honeybees are disappearing at an alarming rate - and that's bad news for the global food chain. Häagen-Dazs created a website to raise awareness about the issue, highlighting the fact that "Honey bees are responsible for pollinating one-third of all the foods we eat, including many of the ingredients that define our all-natural ice creams, sorbets, frozen yogurt and bars." Their objective has been to tie the effort back to their core mission.

The company is donating a portion of proceeds from its Häagen-Dazs Honeybee brand to research on the topic, and when it launched a modest social media campaign it raised $7,000 over the first two days.

  1. Is Häagen-Dazs, with this initiative, practicing corporate social responsibility? If not, why not? If so, what benchmarking standards could Häagen-Dazs use to measure the success or failure of the honey bee preservation initiative?
  2. Make an argument for how the Häagen-Dazs honey bee preservation project could be accounted for on each line of a triple bottom line statement. Which measurement would be most appropriate and why?

Reference no: EM133085123

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