H&M - En Hållbar Historia?

Detta är en Kandidat-uppsats från Lunds universitet/Företagsekonomiska institutionen

Sammanfattning: For this paper we used Porter's Value Chain to examine H&M throughout a historical perspective. H&M have for many years strived to keep low prices for their customers, which is according to a Cost Leadership strategy. The fundamentals with a Cost Leadership is to always try to minimize costs, and the focus for this paper was then to see how Corporate Social Responsibility (CSR) specifically has been implemented in a company like H&M. Implementing CSR activities is costly, and to investigate if and how this affected H&Ms overall strategy was the starting point for this paper. We used a qualitative case study, with an abductive method. Pattern matching was later used to analyze the material and theories were chosen based on the empirical material. Central theories besides CSR and Porter's Value Chain such as Shared Value, Knowledge Chain and Value Creation were used. It was clear that in the late nineties H&M felt a need to implement CSR in their activities and have till present day greatly improved their activities to create shared value. However, H&M have continuously been criticized for taking shortcuts in their CSR-work. H&M is known for being a prominent figure for implementing ambitious efforts for CSR, but one might argue that H&M are deliberately careless in some situations in order to save money.

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