GIORGI MARGIANI

INTRODUCTION
There are millions of businesses and millions of companies that try to be successful in their own business fields. Competition is high and therefore, companies try to find new ways of value offering as they try to increase customer value and therefore, increase their brand image, gain customer loyalty and eventually and most importantly maximize their profits. In today’s world, many companies attempt to be CSR orientated, or at least pretend to be one. This is because; rate of corporate social responsibility often affects the way consumers perceive any given company. However, some companies still try to get away with their social responsibilities, as those responsibilities are often associated with high costs for the companies. This essay will assess Hilton Hotels Corporations’ approach towards CSR, by reviewing and analyzing few different cases of unethical behavior from the above mentioned corporation. Moreover, such analysis will be done with regard to three different myths CSR.

HILTON OVERVIEW

Hilton was founded in 1919 and since then it has been a global leader in the hospitality industry. As of 2015, there are more then 4,300 Hilton branded hotels in 94 countries around six continents. Hilton directly owns some of these hotels, they manage some and some are franchised to other companies. It is run by CEO Christopher J. Nassetta. According to the Hilton’s official web site the mission of their strategic giving is to harness their passion and expertise to address the social, economic and sustainability issues that impact Hilton’s business and are important to the communities where we work and live.

OVERVIEW OF THE CASE

There are two cases that are enough to critically evaluate Hiltons CSR behavior. The first is as follows. In 2007, Blackstone group bought Hilton for $20 billion. According to the press the price