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.... 1
1.2 Research area .................................................................................... 1
1.2.1 Background……………………………..……………………………....1
1.2.2 The Alcohol issues ........................................................................2
1.3 Motivation for the study....................................................................... 2
1.4 Research scope and aim.................................................................... 2
1.5 Research Objectives........................................................................... 3
1.6 Structure of the Study......................................................................... 3
Chapter 2 Literature Review……………………………………………………..4
2.1 Introduction ......................................................................................... 4
2.2 Ethic Strategies................................................................................... 4
2.3 Corporate Social Responsibility.......................................................... 5
2.3.1 Corporate Social Responsibility – Definition................................. 6
2.3.2 Corporate Social Responsibility in the Alcohol Industry ............. 12
2.4 The Alcohol Spirit Industry in the UK.................................................. 7
2.5 Diageo’s Corporate Social Responsibility .......................................... 7
2.6 Diageo’s Marketing Strategy .............................................................. 8
2.7 Diageo’s Stakeholder Analysis ........................................................... 9
2.7.1 Government, CSR & Alcohol.......................................................10
2.7.2 Consumers ..................................................................................10
2.7.3 Shareholders Perspective ...........................................................11
2.8 Conclusions on literature .................................................................. 12
2.9 Choice of the Literature .................................................................... 12
2.10 Nature of the authors........................................................................ 13
2.11 Nature of the Literature..................................................................... 13
2.12 Conclusions on previous academic research................................... 13
Chapter 3 Methodology…...…………………………………………………….14
3.1 Introduction .......................................................................................14
3.2 Research purpose and objectives .................................................... 14
3.3 Research approach ..........................................................................14
3.3.1 Secondary research ....................................................................14
3.3.2 Primary research .........................................................................15
3.4 Sample design ..................................................................................15vi
List of Figures
Figure 1: CSR Pyramid, Caroll (1979)………………………………………….....5
Figure 2: Stakeholder Map, Freeman (2002)…………………..………………...9
Figure 3: Ethical stance, Johnson et al. (2006) ……………………….………..12
Figure 4: Stakeholders Power Index matrix, Johnson et al. (2006).…….……....
Figure 5: Stakeholders Mapping, Johnson et al. (2006)……………….………30
Figure 6: Drivers for Diageo’s CSR: Diageo’s Stakehol