CDL Limited was established in Singapore in 1963 as a real-estate company. The firm’s trading activities have changed over the past three decades. It started out as a private company in 1964 and moved into the development industry. Most recently it has entered the hospitality sector where it owns a large number of hotels across the country. Creative and flexible strategies that adapt to changing consumer needs have been the key to the company’s success in the past three decades.
However, as the company celebrates its 50th anniversary, sustainability is a major problem. It lacks clear efforts to improve its environment and community. So, the management must incorporate CSR (social corporate responsibility) in its business operations to give back to the community. The management supports efforts to preserve the environment as the best ideas. It is not clear what role CDL Limited should play in the development of a culture that promotes sustainability within the company. Advantage (2020), states that the concept of social corporate accountability (CSR), focuses on the company’s service to the community. They may also be offered in capital investments or financial donations. This allows the organization to direct funds towards the realization of projects such as environmental and animal protection. Carroll (2018) and Brown (2018) agree that CSR projects must meet a number of criteria. A CSR initiative must first examine the welfare of the greater community, which is defined by an emphasis on the issue’s sustainability (Schwartz & Cragg, 2017). Although a company might not direct its effort towards preserving endangered animals by fencing it, they are trying to protect the lives of the animal that is at risk. According to the author, CSR should be a priority in empowering society. Prejudice is a major threat to society in the 21st century, Sharma 2019, A crucial aspect of corporate social responsibilities is to direct the attention of an organization towards one of today’s most urgent issues. On the other side, Latap Agudelo, Jóhannsdóttir, and Davtsdóttir (2017) contend that the aim of CSR is to provide a path for empowerment as opposed to advertising. The author believes CSR should be focused on positive benefits to the community, and not commercialization. This argument is based on the belief that programs designed to support the long-term sustainability of communities should not promote their products. Instead, the primary objective should be to represent the company as sociable and concerned about societal concerns, rather than to attract consumers (Carroll & Brown, 2018).
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