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ked to tick 'two or three' options, with the aim being to allow them to indicate the elements of corporate social responsibility that were deemed most important:

Most important elements of social responsibility

Clearly, the vast majority of consumers overwhelmingly equate social responsibility with environmental issues. The only other factor to come close to this in terms of relevance was making donations to charitable causes, which to an extent also involves the environment. Social responsibility is not purely about the environment, and encompasses a range of other activities that can improve society. However, for the consumers canvassed for this research project, environmental issues were by far the most important, and it's therefore possible to argue that the environment has overtaken all other elements of social responsibility and has become the single most important issue. Although manufacturers could fight against this perception and attempt to focus attention on other factors, the best approach might be to accept that when it comes to social responsibility, most consumers overwhelmingly focus on the environment.

Case Study 1: General Motors (US)

Background

General Motors (GM) is the largest US car manufacturer, and the second largest in the world (after Toyota) (Trott, 2009). The company relies heavily on four key brands: Chevrolet, Cadillac, Buick and GMC. Each of these brands has a distinctive presence in the US market, but critics have argued that GM has lacked focus on the non-US markets, leaving it particularly vulnerable to domestic turmoil and economic volatility. In 1994, GM came close to bankruptcy following a $4.5bn loss, but cost-cutting measures and management changes ensured its survival. The company was one of the key instigators of the huge rise in sales for sports utility vehicles (SUV's) in the 1990's, a trend that was highly lucrative for GM but which resulted in criticism from environmental campaigners. Between 1998 and 2001, GM and Ford vied for the top spot in the US market, primarily through massively increasing sales in the SUV market. However, the downturn which followed the September 11th 2001 attacks saw GM suffer particularly hard, even compared to Ford, with the latter at least having a strong European heartland on which to rely during difficult trading conditions in the US. Nevertheless, GM bounced back and by 2005 was recording strong sales figures and was eyeing major expansion into overseas markets.

However, the recent economic crisis virtually crippled GM, as well as its two key domestic rivals, Ford and Chrysler. GM lost $38.7bn in the 2007 fiscal year (Wearden, 2009), and an almost 50% drop in sales. The following year, GM predicted that it would run out of money in mid-2009 without a substantial re-financing program, and called for government help. In November 2008, the company joined with Ford and Chrysler in formally requesting help from the US government in order to stave off bankruptcy. Even in the context of the financial crisis, this move was massive, since it represented the genuine possibility of the US's three major car companies going bust almost simultaneously. Although the US 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。