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Name | Nai Kar Ling | Student No. | 31612293 | Unit Code | BUS 223 F | Unit Name | Organization Theory and Behaviour | Class Code | BUS 223F | Local Lecturer’s name | Krishna Rajulu | Assignment No. (ie. 1,2,3) or ‘short answer’ | Assignment 1 |

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Signed: | Ling | Date submitted: | 25 January 2013 |
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Research case study on Breadtalk
Nai Kar Ling
31612293

Content
Corporate social responsibility & Organization behavior------------------------------------page 5-6
Culture differences & Expand to Australia-----------------------------------------------------page 7-8
List of references-------------------------------------------------------------------------------------page 9

Q1.
To sustain the businesses, a lot of companies are realizing that the importance of being socially responsible to the society. Today companies have the non-profit responsibilities to seriously think over to the welfare of society, it indicates that the concepts of business ethics should be remarked by not only owners, investors and any shareholders, but also the company management as this approach is totally linked to the ‘‘Triple Bottom Line’’ which is revenue, society and environment (Juan, 2008).
This approach has been translated into a renewed consciousness, and this is what we believed as a good Corporate Social Responsibility (CSR) since the 1970s (Miora 2012).
Nowadays, corporate social responsibility is one important activity emphasized by a lot of commercial companies to make company have much more close relationship with society, that’s mean CSR activities is not only producing products to people and getting back profits but do some non-economic function in society such as company do donation to help the inferior, and some function which related to environment, social issues and governance (Kallenbach, 2010). Breadtalk company is no exceptional to progress this activity as well because CSR activities may help them in turn to get back some favor from society such as increase the brand awareness as well as improve the corporate image, it will directly link to increase the company profit and make them sustain as consumer feel confident to spend in their company. One CSR program was launch by Breadtalk is during the disaster of China Sichuan earthquake. They made a special bun called “ peace panda” for selling, all of the sales profit were contributed to support disaster ultimately. Although CSR program is about contribution, it has been considered as not a cost but is an investment for future in the companies (Crowther&David, 2010). It can help in company’s financial crisis as well as some issues about the reputational risk (Kallenbach, 2010). For example, if Breadtalk company’s image was damaged and vilified by other companies or some defender, CSR program was done by them can act as a representative to protect them. Beyond this, government is more willing to assist the company which has done a lot of CSR program.
Organization behavior is one important issue for the company. The relationship between individual and organization or organization and society is one crucial component for company sustanbility, therefore CSR program is one advantage media to build and enhance the relationship between organization and society. “Each firm CSR is unique”(Killian, 2012), that’s mean each organization has their own approach to progress the CSR program, but the objective is same. Organization should provide training and seminar to their staff to more understand about the advantages of CSR as well as advocate this.

Q2 .
Nowadays, many of organization are processing as worldwide company, hence, understanding the different cultures of different country is another one important matter should be mentioned by organization. As stated by Schuman, Wangenheim, Stringellow et al. (2010) culture is “a system of values and norms that are shared among a group of people and that when taken together constitute a design for living”. Except to use the knowledge of cultures as a reference for managing business, manager should use this for managing workforce. Manager should often communicate with staffs and form a group which consists of workforce came from different countries, it might help them to more understand about different countries’ culture as well as how to get along with the different skin people.
Breadtalk is a worldwide company which has excess 4000 franchises across Singapore, Asia and the Middle East. One of Breadtalk franchise in China has created a line of luxury moon cakes to delight China residents ("BreadTalk rises to the occasion" 13/07/2010). In order to gain more profits, to understand different country culture is very important to Breadtalk to create their products based on each countries’ consumer eating style and favorite.
To expand Breadtalk business into Australia, managers should understand their eating habit and people working style. Australians prefer eating sandwiches with butter and vegetable, they care about their good life quality and not eating so much meat. Bread is considered as one healthy food for them. However, one industry report released at 2011 announced that Australians were changing their eating habit to demand more red meat. Based on this report, manager should do more research to investigate about the reason of changing eating habits. Another component should be concern is working style of Australians. Australians achieve higher percentage in individualism dimension and lower percentage in long-term dimension, that’s mean Australians are prefer to working individually than working in a group, it will definitely influence the organization process especially the relationship between workforce. Based on this culture, manager should know how to allocate the job and how to manage the relationship between Australians and other countries’ workforce. Except this, lower long-term orientation indicates that Australians are interesting in quick result as well as measure their business performance based on short-term. Compare to Singapore’s organization, Singaporean are emphasizing in long-term performances. All the culture differences between countries should be noted and analysed by company before starting a business in a new country, it has a big influence in organization.

References

Belinda, A. (2008, May). Breadtalk and the “peace panda” buns. Social Media and Marketing with an Asian Perspective. Retrieved from http://belindaang.com/2008/05/breadtalk-and-the-peace-panda-buns/ Breadtalk. (2010, July). Breadtalk rises to the occasion. The Business Times. Retreievd from http://www.timesdirectories.com/Singlenews.aspx?DirID=101&rec_code=619246

Crowther & David. (2010). Corporate social responsibility. Human Resources, 1-5.

Kallenbach, S. R. (2010). Corporate social responsibility. LIMRA’s Market Facts Quarterly, 29(1), 4-9.

Killian, S. (2012). Corporate social responsibility. Accountancy Ireland, 44(5), 30-31.

Michael, Wong. (2012, July). Australian consumers change eating out habits in 2011. AFN Thought For Food. Retrieved from http://www.ausfoodnews.com.au/2012/07/23/australian-consumers-change- eating-out-habits-in-2011.html

Miora, R. Environment. Taking It Global. Retrieved from http://issues.tigweb.org/environment

Nicolau, J. L. (2008). Corporate social responsibility. Annals of Tourism Research, 35, 990-1006.

Schumann, J. H., Wangenheim, F. V., Stringfellow, A., Yang, Z. L., Praxmarer, S.,
Jimenez, F. R.,…Komor, M. (2010). Drivers of trust in relational service exchange:Understanding the importance of cross-cultural differences. Journal of
Service Research, 13(4), 453-468.

The Hofstede centre. National Culture. Retrieved from http://geert-hofstede.com/australia.html

Yesaustralia. Australia food habits. Retrieved from http://www.yesaustralia.com/estilo-comida1ing.htm

Marking Guide - BUS223 - Research Case Study

| Performance Indicators | Objective | Needs Improvement | Below Expectations | PartExpectations | Above Part Expectations | Excellent Meet Expectations | Submission -to Turnitin &to LMS | 0 | 0.25 | 0.5 | 0.75 | 1 | Assignment presentation | 0 | 0.25 | 0.5 | 0.75 | 1 | Content identifies major issues | 0 | 0.5 | 1.0 | 1.5 | 2 | Critical analysis | 0 | 0.25 | 0.5 | 0.75 | 1 | Referencing | 0 | 0.5 | 1.0 | 1.5 | 2 | Turnitin Originality Report | 0 | 0.25 | 0.5 | 0.75 | 1 | File name accuracy | 0 | 0.25 | 0.5 | 0.75 | 1 | Written style – grammar and paragraph structure | 0 | 0.25 | 0.5 | 0.75 | 1 | Total marks available: | | | | | 10 |

Comments: | | | | | | | | | | | |

Marked by: ____________________________ Total Mark:______________________
Written by C Brady, 2010.