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Cover Page

Table of Contents 

Executive Summary 3

Introduction 4

Triple Bottom Line: Three Case Studies 4

Case 1: Nivea 5

1. People and community 5

Case 2: NEC 6

1. People and community 6

Case 3: Cisco 7

1. People and community 7

Implications 8

Recommendations 10

References 12

Executive Summary 

This paper talks about three distinct companies and how they fulfill their respective triple bottom line framework. Triple bottom line refers to the frameworks which cause the companies to commit and focus on social and environmental concerns just as they do on profits (Hubbard 2009). Applying this framework to companies allows producing a report in which business is not only defined by monetary gain but also by the effect on people and the planet. When applying the triple bottom line framework, we can see how the company overall uses its resources and showing the level of viability produced by each company. This framework also assists in boosting the companies profits as using viable resources can reduce production costs (Agnieszka 2015). When helping the people and the community, it allows for the awareness of the company as well as all their contributions to leaving a positive impact.  

 The companies chosen for this assignment include Nivea, NEC, and Cisco. All companies possess a triple bottom line in which they have assisted the people and the community as well as ensured the wellbeing of the environment. Due to the application of this framework, they have been able also to see an evident rise in their profits. Using the framework has made positive ramifications and left significant positive impacts. However, not all companies are perfect, and some implications have also been pointed out. Nivea, although a significant saver of the environment and uses resources that are natural and recyclable, fell victim to a racism scandal. NEC, even though being a giant company in security, providing safety to many communities and companies, falls victim to the under-treatment of their employees. Due to some of the shortcomings of the companies, this paper also provides recommendations to the companies to ensure areas of improvements are met, and the overall stability of the companies increase.  

Introduction  

The Triple Bottom Line, which was first coined by John Elkington in 1994, (abbreviated as TBL) is a framework in accounting that involves a business focusing on its environmental and social impact in addition to its traditionally paramount financial results (Elkington, 2013). The three tenets of the TBL are therefore referred to as profits, people, and the planet. The latter two are harder to gauge; while financial results are and can be measured. There exists a difficulty in quantifying the impact that a business has socially and environmentally so much that in the instance of sustainability, environmental activists have grappled with the obstacle of measuring sustainability for businesses well before the introduction of the concept of the TBL.  

 Over the last three decades, academia has seen a boom when it comes to disciplines in the field of sustainability, academics, and non-academics. They would however collectively accept the definition put forward by Andrew Savitz (2013), which states that business should attempt to measure its environmental impact through the utilization of measures of the consumptions of energy and resources available naturally, quality of air, quality of water, and monitoring the levels of waste and it's toxicity. For quantification of social impact, businesses may look to the populace's access to resources, the populace's health and quality of life, and the education attained and societal equity and inequality. All three companies portray a transition into transnationality as they have to keep brining in new ideas and strategies to keep up with global needs (Mau and Büttner 2010).  

Triple Bottom Line: Three Case Studies

 Triple-bottom line is referred as a framework applied to businesses to look into the business focusing on its environmental and social impact in addition to its traditionally paramount financial results (Hammer and Pivo 2017). 

Case 1: Nivea

1. People and community

 One example of a business implementing TBL values is the German multinational company Beiersdorf. For example, socially in South Africa, Beiersdorf, through its company NIVEA played a decisive role by funding its organization Thanda. Thanda is aided a society in Mtwalume by feeding roughly 800 children daily as well as providing a space for recreation and learning for the community's children with science labs, classrooms, centres for art and skate parks when costumers buy products from NIVEA, Beiersdorf funnel a portion of the profits back into the previously mentioned Thanda community center (Family, 2016).  

2. Environment

 When it comes to environmental impact, NIVEA is consistently funding research in the development of sustainable resources that could potentially replace the raw materials required in the manufacture of their products, which are available scarcely. NIVEA further contributes to the cause of sustainability through their promotion of sustainable cultivation of palm oil, and it's the use of sustainable fuels (I.E., coconut and rapeseed oil) as emulsifying agents. The material used for packaging their products are virtually entirely recyclable, and there is an organization-wide mandate to not test products on animals (Hüner, Schierning, Otto and Österle 2011).

3. Profit 

 When it comes to the final P, the profits, Beiersdorf's results were assured in 2018 as it was able to roughly produce 7.2 million pounds with their brands Eucerin and NIVEA showing superb growth rates.Business developments in 2018 showed that Beiersdorf is on the right path. The Group’s two business segments performed well. The Group generated sales of €7,233 million. Organic growth stood at 5.4%. EBIT excluding special factors reached €1,113 million. The EBIT margin excluding special factors was 15.4% (Jones, 2012). They focused on leveraging the potential of our derma, healthcare, and selective brands Eucerin, Hansaplast, and La Prairie. The companies strategy seen mostly for their profit can be viewed from the consumer culture theory (Arnould and Thompson, 2015). Since Nivea has its identity made in the community through their involvement in the people, community and environment, they people tend to buy from Nivea due to social and cultural point of view.  

Case 2: NEC

1. People and community

 When it comes to NEC's social impact, the group ensures that users can use services with security and safety through their investment in authentication tech that uses biometric data to verify the users' identity as well as through their integration of systems and use of analytics (Fry and Slocum, 2008). This, in turn, dramatically nullifies the possibility of breaches in security as well as theft of identity. NEC also ensures consumer convenience by allowing users to utilize their government-issued identification securely to use services afforded to the public and from private firms. 

2. Environment 

 Regarding its environmental impact, NEC seeks to live up to their company's ideals of consistent environmental leadership through their investment in the design of products which utilize raw materials that are friendly environmentally and are high in efficiency energy-wise. These values of adherence to environmental standards have led to the NEC organization putting in significant efforts collectively through their analysis of problems in the environment and subsequent striving for solutions to said issues in a way that encapsulates their customers' needs when it comes to the environment. It has, in turn, created a culture of environmentally conscious employees who are dedicated to positively affecting the environment. 

3. Profit  

 For the financial aspect of the NEC's bottom line, in January 2018, a management plan to be achieved within two years was launched, which involved profit structures being reformed and growth being made (through investment in artificial intelligence and technology for authentication using biometric data). In the year immediately following the announcement of the plan, the group put into place reforms to the structure of profit, such as decreasing the costs that were fixed and expenses being optimized for real estate to provide a significant enough change that would allow growth consistent with the proposed management plan. 

Case 3: Cisco

1. People and community

Cisco is a multinational conglomerate that specializes in network solutions. Cisco's societal outreach efforts have led to its partnership with the non-governmental organization Covenant House that provides meals, shelter, and crisis support to homeless youth and hosts a care program that aims to prepare the homeless to transition towards a state of independence. The partnership of Cisco and Covenant House has resulted in the sleep out campaign wherein a group of employees from the company and members of the local community slept outside in the cold to bring awareness and donation to the cause of youth homelessness (Luna, 1991).  

2. Environment 

 As for Cisco's environmental impact, the multinational annually hosts a campaign named Earth Aware to promote environmental causes such as sustainability (Garg and Buyya, 2012). The campaign is home to environmental activities such as seminars on efficient and practical recycling and events wherein participants plant trees, take part in beach cleanings as well as recycle their old electronics.  

3. Profits 

 Cisco's philosophy, when it comes to innovation chiefly, involves the implementation of new concepts in a manner that allows profits to be made while promoting cooperation, which has allowed the company to continue to function fluidly without friction. The company has looked to increase innovation and development in Taiwan's industry as well as its rural and urban areas, as demonstrated by launching a dozen construction projects in the country (Bengtsson and Söderholm, 2002). 

Implications 

After reviewing the triple bottom lines from Beiersdorf's NIVEA, we can appreciate the fact that their impact has been consistently positive. When it came to their societal impact, they have been able to keep their Thanda Community Center open week round while serving approximately seventy-three thousand meals (Luna, 1991). This has resulted in their relationship to the community flourishing and a rise in their popularity among the populace. 

 When it came to their next planet or environmental protection, Beiersdorf's policies to ensure sustainability in the materials used for their products, as well as their nearly completely recyclable packaging and mandate to avoid animal testing, is telling of a positive impact when it comes to environmental impact (Aeby et, al., 2010). The former aspect endears them to customers and may even open them up to animal rights conscious individuals as a market. The timing of implementation of these policies has been crucial in that it has allowed the brand visibility and has bolstered its popularity worldwide. NIVEA's popularity is reflected in its upward trends in the brand's financial results, which can be attributed to a solid strategy from the parent company.

 There does exist some controversy when it comes to the brand's image, most importantly, critics slammed NIVEA for expressing “racist” sentiments following the airing of an advertisement that showed a Nigerian beauty queen visibly lightening her skin and exclaiming that after her skin color has lightened up, now feels younger and confident. The company should build much more a multinational flexibility to avoid such mistakes in the future (Kogut and Kulatilaka, 1994).

Critics further went on to explain that the message in the advertisement was not merely irresponsible but was also play a greedy ploy to manipulate insecurities of any dark skin watchers and convert them to sales.

 As previously mentioned about NEC, its technological achievements have granted the company's users safe and secure access to services with a diminished risk of breaches through the use of biometric authentication, among other components in its security framework. The company's impact on the planet is also awe-inspiring in that its philosophy of prioritizing environmental leadership, which has trickled down to its environmentally conscious employees, has resulted in a culture that upholds environmental responsibility among it's nearly three thousand employees. One of the manifestations of this ardor for the environment is in the company's dedication to producing products that are both energy efficient and do not require materials that are offensive to the environment. NEC has amassed its profits through the employment of the following operations: Employees belonging to select sections of the company such as Hardware, administrative personnel may voluntarily retire earl. Furthermore, the company has checked one more box when it comes to its social responsibility by allowing early voluntary retirement for employees belonging to select sections of the company (Hardware, administrative personnel, etc). Another aspect of its social justice initiative is its resolution to attempt to reduce waste of food through optimizing food value chains in its Demand and Supply Optimization platform.

 One negative against the NEC group is that there is a lack of upward mobility in terms of their employees. The hierarchy within the company is rigid and fails to incentivize its employees to display their ability to their leadership skills and talent. The group, while it significantly contributes to the cybersecurity of the community, fails to provide a means for growth to its employees. This shows that the company focuses more on globalization of their company while exploiting, to a lesser degree, their employees (Crane, Matten, Glizer and Spence, 2019).

 Finally, when it comes to their commitment to society and their environmental responsibility, they have done a particularly splendid job. They have gone the extra mile by allowing previously unconnected areas access to networking through the instalment of connections. They have partnered with the Covenant House in their campaign night out and have managed to raise significant amounts of money for homeless youth. The company has also has dedicated events to environmental causes and has culminated in the planting of more trees, more individuals capable of recycling properly, cleaner beaches, and more recycled electronic products. Some may argue, however, that the social and environmental initiatives may serve as distractions to employees and reduce their productivity. Others may disagree with the argument and instead state that it creates a positive work environment, which will instead boost productivity and allow employees to share their ideas while completing their required tasks. Furthermore, the initiatives promote the Cisco name publicly with the eventual association of the brand name with egalitarian ideas which will endear the community to the brand and make them more likely to use the products of the multinational; this will be compounded with the fact that the initiatives will allow the engagement of the community even further exposing the company name to the people positively. Cisco's commitment to innovation has allowed an environment that promotes employee input and is, therefore, rewarding in terms of actualization of self for its employees, further boosting productivity and allowing for expansion and growth.

Recommendations

 After reviewing the three case study companies triple bottom line, it can be concluded that there is room for improvement; despite the company's commitment to fulfilling the needs of their community and environmental protection as well as the apparent goal of profit maximization, there exist some methods that the groups may use to boost productivity and strengthen respective elements of their bottom lines. All countries should indulge in the transnational strategic orientation in which they should be developing global efficiency, flexibility, and worldwide learning capability simultaneously in order to keep up with the size of their business (Arthaud-Day, 2005).

 When it comes to NIVEA, they must tackle their racial bias reputation. This may be achieved through the modification of their advertisement in a manner that would be inclusive to all shades and tones of the skin and would avoid propping up of whiteness as a beauty ideal. The advertisements could, for example, advertise the potential clearing of the consumer's surface as opposed to the lightening of its shade. All of the companies mentioned as case studies could stand to boost productivity by the bettering of their relation to their employees.

 In the case of NEC, their problem lies in the way that employees are treated. To rectify this, the Third Dimension program may be implemented which when utilized may result in the construction of teams that are well aligned which would be able to fulfill the client's needs while sparking a desire in their employees for improvement at a continuous basis as well as consistent learning and growth (Mansour and Reynolds, 2009). Ideally, this could be applied to all companies given it's a propensity to create a productive team that is exceedingly capable functionally. The way that this program works is through the engagement of the employees. This is done through team transformative workshops wherein employees can utilize their unique personalities to showcase their strength and allow their incorporation into a team structure. Another crucial element in the implantation of the third dimension is through coaching that occurs on a one on one basis that occurs before, after, and throughout the program's implementation.

 The use of workshops that help categorize the employees' personalities to know their strengths when it comes time for leadership, as well as the usage of one on one interviews, will allow for the creation of a feedback loop for the implementation of follow-up, recommendations and adjustment in the workplace. The usage of this workshop can significantly boost the respective company's employees' attitude towards the business and, in a way, create more passionate, happily willing employees whose determination to improve the company will not be limited to only productivity but would instead boost all three of its bottom lines.

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