Apple Inc. has emerged to be one of the biggest companies in the world. The company's competitive advantage is an innovation that has enabled the company to draw a difference between its product and competitors (Apple, 2021). One of its strategies is the use of social responsibility, which is aimed aims to achieve goals. Unlike Steve, Tim Cook has focused on CSR as a way to compete in the market. The company makes use of philanthropic activities to work on its public relations, which continues to influence its internal and external strategies in various ways.
Corporate social responsibility buys the company has evolved into PR through increasing opportunities for the company to interact with the local communities. Through such opportunities, the company can raise awareness among the local communities about its products (Kim & Reber, 2009). It is important to note that the company establishes itself as a leader in innovation and technology through these programs. For instance, the company has launched technology projects such as solar rooftops for educational premises and a 50-kilowatt solar power system for an off-grid fishing community. Such projects are crucial in setting up a consumer-oriented strategy (Li, 2019). These projects asserted the company as an unrivaled technology giant besides creating a lasting bond with the community.
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These CSR projects have also affected internal and external strategies in different ways. For example, apple 2019 launched an employee health education program in Vietnam besides building health clinics for employees and families. These programs have influenced the company's internal policies on employee safety. As a result of the Vietnam projects, others were built in China and India. This fact shows the impact of the CSR projects on the approach towards workers' health.
The company established equal pay for all workers in 2016. This strategy is coupled with gender equality due to Tim Cook's embracing the gay workforce as part of a diversified group of employees. As a result, 53% of new recruits included underrepresented groups, including pacific islanders (Hoangova, 2018). This action has affected how the company views recruitment processes.
Its CSR has also affected its approach in identifying and working together with partners. This external approach to asserting itself more in the market was influenced by the partnership between bluestone natural farms and apple Inc. to transform compostable materials. Generally, such projects related to the environment are crucial in diversifying the company's creativeness in marketing and production (Hoangova, 2018). For example, the company has been able to market new products by expanding its networks through solar power projects that open up off-grid markets.
This CSR is essential in creating a positive view of the company. For instance, Apple Inc. endears itself to consumers as an environmentally sensitive company. By making clean energy through solar projects not only boosts communities economically but also ensures a clean and healthy environment. Therefore, the company cuts the picture of an organization that is fighting global warming. It is also easy to view the company as one that cares for consumers of its products and employees (Li, 2019). This fact is due to its programs that help both groups to have an improved quality of life.
In conclusion, the Apple Company's CSR programs have played an essential role in promoting the company's image. Projects such as solar power installation portray the company's commitment to advancing technology. The company has to implement equality policies due to a commitment by Cooks to reach out to women and the gay population.
References
Apple, (2021). Apple Supplier Code of Conduct. Apple. Inc. https://www.apple.com/supplier-responsibility/AncillaryReading
Hoangova, T. V. (2018). Appalling Ethics Of Apple Inc. And The Progress Achieved (Doctoral Dissertation, Empire State College).
Kim, S. Y., & Reber, B.H. (2009) How Public Relations Professionals Influences Corporate Social Responsibility: A Survey Of Practitioners. Journalism & Mass Communication Quarterly, 86(1), 157-174
Li, J., Zhang, F., & Sun, S. (2019). Building Consumer-Oriented CSR Differentiation Strategy. Sustainability , 11 (3), 664.
