THEORY, REALITY AND PERCEPTION OF CSR: COMPARATIVE STUDY BETWEEN INDIA AND THE SLOVAK

REPUBLIC

Introduction

Background =

In general, CSR can be deined as ‘voluntary alignment‘of social and economical goals within business
activities of a company (Dytrt, 2006). It can be understood as a building process of trust among business
partners following economical as well as social aspects of their activities. CSR is one of the most eficient
tools that help to achieve missions and objectives of the companies and in the same time it is a tool that
is interconnecting and honoring the triple bottom line: people, proit, planet (Bielik –Smutka – Horská,
2009).

GAP = Expectation and Fact

Expectation : Expectations of both ethical and socially responsible conduct can vary in cultures of
different countries, although they may be quite common to many countries, particularly if they are
culturally close. Even among those, the specific interpretation, implementation and priorities of ethics
and social responsibility could vary.

Fact : In spite of the fact, only in recent years a pervasive communication effort has been made to
encourage questioning and critical behavior among consumers.

Objective of the research : the purpose of the study is therefore to describe and evaluate current CSR
status in terms of a chosen MNCs (McDonald’s corporation).

Literature review

McDonald’s in Slovakia

McDonald’s has been operating in Slovakia since 1995 with first restaurant opened in Banska Bystrica.
Over the years 1995 – 2010 McDonald’s was continually expanding its restaurant chain. Currently, 23
McDonald’s restaurants are situated in area of the Slovak republic with more than 1547 employees
serving 14, 4 million customers per day in 2010. During its existence (15 years), more than 89 million
customers were served in McDonald’s restaurants in Slovakia. Numbers of customers were growing
constantly as we can see on Figure

McDonald’s in India

The term ‘mcdonaldization‘ describes the current processes and trends of globalization, especially
considering fast food markets. McDonald’s Corporation represents an example how multinational
companies have learned to be globally eficient with the response to the local requirements, needs and
limits as well.
McDonal d ’s Corporate Social

Responsibility Over last few decades McDonald’s belongs among MNCs that have realized that success
at any market is not just about results. With constantly growing restaurant chain worldwide, strongly
adapted company values, shared commitment, effective communicationand continues innovation,
McDonald’s has power to create and achieve considerable positive impact towards sustainable
development honoring triple bottom line: planet, people, proit

Method of the research

Design of the research : Quantitative research

Population : The target population of the study are customers of Mc Donal’s india and Mc Donal’s
Slovakia

Sample : 66% customers of indian and 85% customers of Slovakia.

Finding and discussion

Since been established in 1955 by Mr.Ray Kroc, McDonald’s corporation has become the biggest fast
food retailer acting on markets worldwide. Currently, McDonald’s is the leading fast food service retailer
with approximately 32 737 restaurants around the world in 117 countries. At the end of 2010, more
than 43% of McDonald’s stores were situated in USA.

The second largest group of McDonald’s restaurants (26%) was located in APMEA (the geographic sector
of Asia, Paciic, Middle East and Africa), 21% is in the geographic sector of Europe, with 6% in Latin
America and 4% situated in Canada. More the 75% of McDonald’s stores around the world is owned and
operated (based on principles of franchising) by independent local businesswomen/men.

Conclusion

One thing is clear: in spite of enormous activity McDonald’s is developing in area of CSR in order to
create and preserve sustainable business practices and positive impact on customers, business partners,
community and planet itself, there are still pitfalls it must avoid in order to reach full impact on all of its
markets