Description
Globally, corporate social responsibility (CSR) is embraced by various companies. The aim of the paper is to examine the role of the alcohol industry CSR towards growth and innovation in nighttime economy. The nighttime economy used to describe a range activity including a night out at the club or a family meal out. Similarly, the Local Government Authority (LGA 2020) as is used to describe a wide range of activities from a trip to the theatre or a family meal to a night out at a club.
In the business management field, an explosion of theoretical development has advanced on the concept of corporate social responsibility over the past several years. Literature from Carroll (2010), the University of Edinburgh (2017) website, and Idowu and Zu (2023) explains that CSR involves companies considering the social, economic, environmental impact and human rights consideration of their actions. This according to Katamba et al. (2023) aims to ensure that companies conduct business in an ethical manner.
Whereas there is a plethora of studies on CSR and especially in the alcohol industry, there is limited focus on the impact the activities have on the growth of the nighttime economy. This aim of this research is to cover the gap the following by answering the following objectives: (i) examine the CSR activities of alcohol companies (Diageo) targeted towards the nighttime economy, (ii) Determine the outlets and consumer segments used by Diageo to innovate in the nighttime economy, (iii) determine the impact that the Diageo’s CSR activities has on the growth, innovation, and development of selected outlets. Diageo was selected for this study because it has been actively engaging in CSR initiatives and evidence innovations across various outlets for example using one-way cans for wine to reduce waste and provide convenience. Whereas this is so, however, it is important to understand the effect these CSR activities and innovations have.
Methodological Approach
Qualitative research has been considered for this study to understand the CSR activities of alcohol companies and the impact these have on the development of the nightlife economy. Case study method looking at Diageo a multinational company and the activities it carries out in bars, corner shops will be adopted for this study. The in-depth analytical capacity of case study allows the researcher to understand the complex nature of CSR, because not only is it understood differently by different organisations; the activities that they engage in are also dissimilar.
Using secondary data, the paper will study the activities of Diageo and follow up on the locations where the CSR activities are conducted. The innovations of the company, through the outlets will be detailed and to show how (positive or negatively) innovation impacts the nightlife economy. contends that this approach The study concludes that among other intentions, Diageo’s CSR initiatives aim to promote responsible drinking, growth in sales and brand awareness by providing information and education about alcohol, drink driving prevention, research involvement, policy involvement, and the creation of social occasions like sponsoring pub quizzes and offers. However, there is no robust evidence that these initiatives not only reduce harmful drinking but contribute to developing the nighttime economy in London. Instead, CSR initiatives are used to influence the framing of the nature of alcohol-related issues in line with industry interests (Mailon and McCambridge 2018).
REFERENCES:
Anderson, M And Skjoett-Larsen, T. 2009. Corporate Social Responsibility in Global Supply Chains. Supply Chain Management: An International Journal. 14(2) Pp 75–86. [Accessed 5 July 2019]. Available from: https://pdfs.semanticscholar.org/0100/272e297f85279b8fe9e187785d6df77df797.pdf
Katamba, D., Amerit, B., Basuuta, M., Tumwine, S., and Ngoma, M. (2023). Chapter 16: Multinational oil and gas corporations' contribution to SDGs and social compliance in Uganda through their corporate social responsibility: a lens into readiness and the obstacles they face. In The Elgar Companion to Corporate Social Responsibility and the Sustainable Development Goals, Cheltenham, UK: Edward Elgar Publishing. available from: < https://doi.org/10.4337/9781803927367.00024> [Accessed 27 January 2024]
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