A strategy to create a sustainable business within the Forankra group

Abstract: The background of the study highlights the lack within existing theories related to the Corporate Social Responsibility (CSR) field. Several studies have been performed regarding the CSR concept within retail trade companies - business-to-customer (B2C) companies. However, there are a limited number of studies on how business –to-business (B2B) companies work regarding the CSR concept. The objective of the study is to form a strategy for the Forankra group on how they may improve their sustainable development. The study will hopefully also contribute with a better understanding on how B2B companies in general look on the CSR concept. The Forankra group, owned by Axel Johnson AB, has thirty companies on a global customer base and is the leading European supplier of lifting and lashing equipment. The methods for the study include both a literature study, where existing theories have been studied, but also an empirical study where the Forankra group was studied. A questionnaire was sent out to the Forankra group and to the company Servera. The latter is the benchmark for this study. The conclusions from the present study contribute with new facts on how B2B companies work with the CSR concept. The study find that the term sustainability is not just about acting as environmental friendly as possible – it is the new way of doing business! The strategy that is developed for the Forankra group follows Axel Johnson AB’s corporate social policy, but the strategy is based on the results from the empirical study and the litterateur study. The strategy should be in focus in the Forankra group’s future work. The strategy can be divided into the following four sections; A five step plan – the plan has been developed to facilitate the work towards sustainability. First step is to map the current situation, then analyse the situation and set up company specific targets – both on a short-term and long-term perspective. The fourth step is to continuously evaluate the sustainable development and the final step is to report to the Forankra group and to Axel Johnson AB regarding the changes that have been done – this will put CSR on the agenda.  A checklist - The Forankra group should implement a checklist as a tool in their work growing a sustainable business. The checklist may also be useful when following up ongoing projects.  Manage the customers - The Forankra group needs to manage their customers to be able to reach sustainability. This can be facilitated by economical means but also by providing sustainable alternatives.  Better communication - The Forankra group needs to improve their communication skills regarding their CSR activities - both internally and externally.