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Introduction to CSL

Question:

Discuss about the Sustainable Management and Marketing Of CSL.

CSL is one of the most prestigious global bio-therapeutics companies occupying a predominant place all over the World due to its innovative process of serving people who are in urgent need of bio-therapies. This particular organization has already established its widespread business wings in 30 countries. Australia, Germany, Switzerland, United Kingdom and the U.S are the necessary countries where the entire business process of this specific organization has already been established. More than 1700 employees are appointed within the operation process of CSL (Csl.com.au 2017). CSL Behring is a global provider of plasma-derived & recombinant products. In order to gain international image and reputation the business experts of CSL have implemented sustainable strategy and policy within the organization.

As per the ethical beliefs and values of this specific organization people from different geographical backgrounds and attitudes are treated with equal respect and dignity. It has been observed that CSL after expanding their entire process of business in the international market has implemented numerous business strategy and policy. With the help of this specific business strategy and policy the business executives have decided to drag the attention of international customers. However, CSL in order to funnel down the entire business process in the market of Australia can follow some of the most effective business strategies and policies. However, this specific study has focused to make an in-depth evaluation about sustainable strategies and policies of CSL for surviving in the market of Australia.

Sustainability planning and strategy:

In order to expand their entire process of business in the global market CSL has followed some of the most significant strategies and policies for drawing the attention of global customers. The strategies and policies that have been followed by the business experts of CSL are as follows:

  • Implementing corporate social responsibility within the business organization:

Implementing corporate social responsibility within the business organization is one of the most effective sustainable policies that CSL has implemented within the business process. Providing a positive work environment to the workers is one of the most significant corporate social responsibilities (Bansal and DesJardine 2014). The business experts are flexible in bearing the cost of employees if they face any kind of health issue at the workplace. In addition, supporting the local communities by providing biomedical facilities are the primary initiatives based on which the business experts of CSL has gained the image and reputation in the global market.  

  • Enhancing the service quality:

CSL's Global Presence

At the very initial stage the customer service providers of CSL did not have multi-lingual flexibility based on which they fail to communicate with the people of different cultural and religious backgrounds. However, after expanding the entire process of business in global scenario, the business experts would have to face innumerable difficulties in communicating with the customers. However, the business experts in order to interact with the target customers have decided to provide an effective training to the service providers (Gao and Bansal 2013). Service providers after being flexible in multilingual communication would like to deal with the customers more effectively.

  • Analyzing the risk factors:

After implementing necessary strategies and policies business experts have to face numerous risk factors if the entire business strategy fails to draw the attention of customers (Searcy 2012). Before implementing advanced technology with the business process the executives have focused to evaluate the risk factors first. The organizational managers have evaluated that employees need to have a training session for enhancing their technological skill before implementing technological devices within the entire operation process (Azevedo et al. 2012). As a result, the employees would not have to face difficulties in handling sudden technological barriers. The entire operation process of business will be run successfully in the global market.  

  • Implementing alternative strategies and policies within the business process:

CSL business experts in order to sustain the entire operation process all over the World have decided to implement alternative strategies and policies as well. The business experts in order to motivate the employees within organization have implemented agile work environment. People belonging to different geographical backgrounds and attitudes are associated within the business process (Høgevold and Svensson 2012). The business experts of CSL have observed that employees started to misuse the agile work environment in a negative way. As a result, the organizational productivity is getting hampered day by day. In this kind of situation, CSL has focused to implement alternative business strategies. The employees are not allowed to maintain flexible work hour. After the implementation of alternative strategy the organization has regained their productivity (Dyllick and Muff 2016).

As per the human resource management strategy and policy of CSL has implemented some of the major strategies and policies that enables the business experts to focus on employee retention. In order to maintain business sustainability the performance of employees is highly significant (Svensson and Wagner 2012). Therefore, the human resource department of CSL has implemented effective strategies and policies for maintaining employee performance level. Implementation of reward and recognition policy is highly significant based on which employees show their satisfaction level for performing well towards the business services. In addition, the human resource managers of CSL have implemented training and development session for enhancing the communication skill of the employees. As a result, the service providers do not have to face difficulties in interacting with the patients while providing services (Crane and Matten 2016). At the same time, it is also undeniable that after being flexible in communication skill the human resource managers like to interact with every single employee properly regarding services. As a result, the business managers do not have to face difficulties in interacting with the organizational employees regarding their problems and challenges facing at the workplace.

Sustainability Planning and Strategy

As per the human resource strategies implemented by CSL the employees belonging to different cultural backgrounds and attitudes are treated with equal respect and dignity (Ng and Rezaee 2015). The human resource managers of this specific organization focus to give emphasis on the skill and competency level of the employees rather than concentrating on the cultural backgrounds. However, the organizational strategy implies that employees should be recruited as per their competency level so that customers can be satisfied in service process. In order to maintain business sustainability and stability the performance level of the employees is having major significance.

Leadership strategy and theory:

Implementation of participative form of leadership style at the workplace is one of the most effective initiatives implemented by the business managers. Participative form of leadership style believes that employees should never be imposed the decision of managers. Employees should get a flexible work environment in taking an effective decision. As per the point of view of numerous business scholars managers should not show their arrogant attitude towards the performance (Willard 2012). As a result, the employees fail to meet their organizational productivity. However, this specific study has focused to make an in-depth overview on how participative form of leadership style leaves a major impact on the overall performance level of business organization. CSL has implemented participative form of leadership style within their organization for involving all the organizational employees for making collective decision regarding the success of business (Svensson and Wagner 2015). In addition, with the help of participative form of leadership style both the employees and the employers would like to make an effective communication with each other. Therefore, the existing workers tend to show their enthusiastic attitude for performing well towards the business services.

In order to maintaining business sustainability however, this specific study has focused to make an in-depth evaluation about the importance of maintaining behavioral leadership theory at the workplace. Behavioral leadership theory implies that every single organizational expert should make an effective communication with the individual employees so that they can know the necessary feedback regarding the challenges faced by the employees at workplace (Lucas, Cunningham and Lamberton 2013). An effective communication between business managers and employees is highly important with the help of which people belonging to different geographical backgrounds show their level of interest for performing well in order to reach the peak of business success. Behavioral theory is effective in maintaining organizational behavior as well as discipline. In order to gain organizational success business managers would have to implement behavioral theory at the workplace.

Human Resource Management Strategy and Policy

Value chain and technology:

Porter’s value chain strategy is primarily constituted with five major factors including inbound logistics, operations, outbound logistics, marketing and sales and services (Abel, White and Clauson 2015). The entire operation process of CSL is constituted with these five major components. Inbound logistics ensures in receiving and storing the inputs. While receiving the organizational inputs CSL has decided to implement their inbound logistics in such a way that operation executives do not have to face difficulties in distributing the products as well as services (Schaltegger and Wagner 2017). CSL with the technological devices have implemented the biomedical therapies on the patients in such a way that customers can trust on the service process of the employees. In addition, outbound logistic implies the process of delivering the services to the customers. In order to become a global organization CSL should have the power of interacting with every single employee effectively so that people belonging to different geographical boundaries and attitudes can use the service process of this organization.

Patients are from different cultural backgrounds and attitudes. Therefore, the business ethics of CSL believes that patients of different geographical boundaries and attitudes should be treated with equal respect and dignity. In this kind of situation, the organization like CSL should follow both verbal and non-verbal communication in order to fulfill the needs and demands of large number of employees (Schendler and Toffel 2013). Value chain process believes that marketing and sales can be considered as one of the most effective components that large number of business organizations have to follow in order to promote the entire process of business in the international market. CSL has used various social media tools for promoting their products as well as services to the people of different geographical boundaries. The realm of social media is wide in rage (Rezaee 2017). People belonging to different geographical market can be aware of the products and services after using social media as one of the most effective tools. Services include customer support and maintaining

For sustaining in the market, CSL needs to consider few recommendations as part of their business journey.

Consideration of global suggestions:

This can be considered as an important point for keeping up their level in the market. CSL needs to identify a niche in the global market, enhance their production, and bring more digitalization for increasing the company sales. They need to keep their focus intact on innovation so that they can always keep themselves updated in the market.  The company needs to develop more communication with the customers in order to make more profit in the market. CSL needs to try to engage the customers in the process of services so that there can be more flexibility in the service providing.

Leadership Strategy and Theory

Renovating the culture of the company:

This is the high time for the company to bring innovation in their ways or methods of services. This will help the company gain a new perspective for customer management and service delivery (Budiono and Loice 2012). The company must also change the employees’ way of thought about the company and this can be done. If CSL tends to think about the services more widely, they will be able to evaluate ways, which will be helpful for customer engagement, then they will be able to renovate their organizational culture more widely.

Crowd sourcing:

Using of social media is an important step that will help the company gain more clarity and development in their services. Branding is very important for bringing more sustainability in product in the market (Loorbach and Wijsman 2013). The market needs to be studied and surveyed well to implement any innovation and this is because there without having proper knowledge about the market the company will not be able to bring any change in their services as it will lead to failure.

Recruiting efficient and skilful workers:

The recruitment process in the present days is very important for every business and that is why, CSL needs to upgrade their workforce by recruiting workers who have knowledge about present strategies of market. This will help the company with new and unique perspectives, which they can then utilize for product development (Klettnr, Clarke and Boersma 2014). New workers of present arena will be able to bring new ideas about the therapy system of CSL and treat the patients in unique ways. Outsourcing the range of ideas will be better for the company for their future days.

Competitive method:

The company needs to be prepared to compete with the other relevant companies so that they can keep their services up to the mark.  As the company is already famous for their services, they need to be more cautious about their competitors and have full knowledge about the market. The company needs to know about their competitors and plan their services accordingly so that their competitors are not able to touch them at all (Hall and Wagner 2012). Upgrading their workforce and recruiting new workers will help the company to compete with the present strategies of market and help the company to pursue new and unique perspectives, which they will utilize for product development.

Value Chain and Technology

Conclusion:

Providing good quality of services is not the only concern of a specific business organization. Along with providing good quality of products every business organization has to focus on quality of services as well. After evaluating the entire study it can be stated that the human resource managers can implement diverse strategies and policies within the organization. With the help of diversity strategies and policies the human resource managers have decided to recruit the people of diverse cultures and backgrounds for drawing the attention of international customers. The service strategy of CSL implies that people belonging to different geographical boundaries and cultural attitudes are treated with equal respect and dignity.

In addition, CSL business leaders prefer to use participative form of leadership style for motivating the employees towards the business services. In order to maintain business sustainability the business experts should maintain flexible work environment at the workplace. With the help of an effective flexible work environment employees feel free to perform well. On the other hand, the company has provided an effective training and development session to the service providers so that they can treat every single employee with equal respect and dignity. In this kind of situation, customers would like to show their interest in using the products and services of this specific organization. In order to survive in the global market CSL can focus on enhancing their HRM policies more intensely for motivating the employees. 

References:

Abel, T.D., White, J. and Clauson, S., 2015. Risky business: Sustainability and industrial land use across Seattle’s gentrifying riskscape. Sustainability, 7(11), pp.15718-15753.

Azevedo, S.G., Carvalho, H., Duarte, S. and Cruz-Machado, V., 2012. Influence of green and lean upstream supply chain management practices on business sustainability. IEEE Transactions on Engineering Management, 59(4), pp.753-765.

Bansal, P. and DesJardine, M.R., 2014. Business sustainability: It is about time. Strategic Organization, 12(1), pp.70-78.

Budiono, A. and Loice, R., 2012. Business Process Reengineering in Motorcycle Workshop X for Business Sustainability. Procedia Economics and Finance, 4, pp.33-43.

Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.

Csl.com.au. 2017. CSL Limited is a global biotherapy industry leader.. [online] Available at: https://www.csl.com.au/ [Accessed 23 Sep. 2017].

Dyllick, T. and Muff, K., 2016. Clarifying the meaning of sustainable business: Introducing a typology from business-as-usual to true business sustainability. Organization & Environment, 29(2), pp.156-174.

Gao, J. and Bansal, P., 2013. Instrumental and integrative logics in business sustainability. Journal of Business Ethics, 112(2), pp.241-255.

Hall, J. and Wagner, M., 2012. Integrating sustainability into firms' processes: Performance effects and the moderating role of business models and innovation. Business Strategy and the Environment, 21(3), pp.183-196.

Høgevold, N.M. and Svensson, G., 2012. A business sustainability model: a European case study. Journal of Business & Industrial Marketing, 27(2), pp.142-151.

Klettner, A., Clarke, T. and Boersma, M., 2014. The governance of corporate sustainability: Empirical insights into the development, leadership and implementation of responsible business strategy. Journal of Business Ethics, 122(1), pp.145-165.

Loorbach, D. and Wijsman, K., 2013. Business transition management: exploring a new role for business in sustainability transitions. Journal of cleaner production, 45, pp.20-28.

Lucas, T., Cunningham, R. and Lamberton, G., 2013. Small business engagement with sustainability in regional Australia.

Ng, A.C. and Rezaee, Z., 2015. Business sustainability performance and cost of equity capital. Journal of corporate finance, 34, pp.128-149.

Rezaee, Z., 2017. Business sustainability: Performance, compliance, accountability and integrated reporting. Routledge.

Schaltegger, S. and Wagner, M. eds., 2017. Managing the business case for sustainability: The integration of social, environmental and economic performance. Routledge.

Schendler, A. and Toffel, M.W., 2013. Corporate sustainability is not sustainable.

Searcy, C., 2012. Corporate sustainability performance measurement systems: A review and research agenda. Journal of business ethics, 107(3), pp.239-253.

Svensson, G. and Wagner, B., 2012. Business sustainability and E-footprints on Earth's life and ecosystems: generic models. European Business Review, 24(6), pp.543-552.

Svensson, G. and Wagner, B., 2015. Implementing and managing economic, social and environmental efforts of business sustainability: Propositions for measurement and structural models. Management of Environmental Quality: An International Journal, 26(2), pp.195-213.

Willard, B., 2012. The new sustainability advantage: seven business case benefits of a triple bottom line. New Society Publishers.

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