CSR Implementation and Concept at Unilever Pakistan : The Stakeholder Perspective

Abstract: This thesis studies the stakeholder dialogue of a multinational company known as Unilever Pakistan working in a developing economy like Pakistan. The study required deep understanding of the area that dictated research methodology be qualitative and exploratory. Thus, case study approach was adopted that satisfied the factors of reliability and trustworthiness. The theoretical model is based on the development of literature on sustainability marked by stating CSR and stakeholder thinking.The interview process included telephone as well as face to face interviews with the three groups namely managers, employees and customers. The research design included data collection, coding, categorizing, analysis and factors of reliability and trustworthiness.The objective is to study the stakeholder thinking in multinational companies due to which most of the theoretical and empirical study revolves around it. The empirical study has detail about the company’s objectives, achievements, social programs along with philanthropic activities.The analyses and discussion include matching of empirical, theoretical study and interviews of three groups. The assessment revealed that Unilever Pakistan has been facing challenges in having a continuous dialogue with stakeholders regardless of its profit in an economic crunch and other obstacles. The conclusion depicts the contribution of the research which reflects the findings of an exploratory study done on the multinational company that is one of the major multinational companies in Pakistan. Unilever Pakistan is facing problems in numerous dimensions while operating responsibly as customers perceive social responsiveness as an added factor with having an emphasis on price and product quality. The shareholders demand continuous profit irrespective of the industrial ecological complications.