Founded in 2010, Grenade is a young company that offers weight-loss products and contributes to sports nutrition. There are many ways for this organization to compete with other representatives in this sphere, and one of them is to promote corporate social responsibility (CSR) through brand building and strengthening relationships with stakeholders. According to Marakova et al. (2021), CSR activities are necessary to advance environmental protection, legal duties, and sustainable economic development. Gaining a competitive advantage is one of the expected outcomes for the company to ensure high-quality services and ideas. Using Grenade’s background and current achievements and applying the McKinsey 7S framework, it is possible to recognize that staff, style, shared values, and skills of employees are effectively developed in the company. Still, Grenade should consider improvements to its structure, system, and strategy, which is CSR, and Carroll’s pyramid of economic, legal, ethical, and philanthropic issues may be appropriate.
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Grenade has a solid base to maintain competitiveness and use the CSR model offered by Carroll at the end of the 1900s. It is expected to be profitable, obey the law, follow ethical principles, and be a corporate member of society. CSR means choosing activities to demonstrate goodwill in affecting the needs of society and enhancing organizational reputation (Marakova et al., 2021). Grenade’s policy is to refuse compromises and use its way of doing business (Grenade, n.d.). This decision allows to compete with other companies, expand to Singapore, and endorse safety for employees and clients, which are examples of legal responsibilities in Carroll’s model. Cooperation and good contact with new stakeholders are also necessary to support the creation of a strong ethical brand (Marakova et al., 2021). Clients have to see that Grenade is environmentally friendly and feel comfortable with using its services. These steps will ensure a competitive advantage for the company and its success in using CSR values in the planning process.
Grenade. (n.d.). Our story. Web.
Marakova, V., Wolak-Tuzimek, A., & Tuckova, Z. (2021). Corporate social responsibility as a source of competitive advantage in large enterprises. Journal of Competitiveness, 13(1), 113-128. Web.