Another benefit of transparency is increased dynamic

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Graafland, & Liedekerke, 2008). Another benefit of transparency is increased dynamic efficiencyand innovation. Transparency will allow DUCA to distinguish themselves from their competitionleading to increased value creation in the social and ecological dimension (Dubbink, Graafland,& Liedekerke, 2008).In order to be a successful strategic CSR plan our recommendation needs to meet a fewkey criteria points. First, the CSR initiatives being supported need to align with DUCA’s CSR
13vision. Second, the plan needs to generate awareness in important target segments such aspotential customers. Third, the CSR initiatives proposed need to have a verifiable positiveenvironmental and social impact on the community. Fourth, the performance metrics of thestrategy need to be tracked and reward employees with economic incentives for meeting thesemetrics. Attaching economic incentives to CSR strategies increases transparency and awarenesswhile showing internal stakeholders that CSR is a valued part of the organization (Chandler,2017). These criteria can all be pretty evenly weighted with awareness generation being weighedthe heaviest and tracking performance being weighed the least (Appendix A). There were many possible alternatives that we considered when coming up with astrategic CSR plan. The alternatives were then put through our decision matrix to help usdetermine the best alternative for DUCA (Appendix A). After performing this criteria analysis wecan confidently say that the following strategic CSR plan is the best option for DUCA to helpgenerate more awareness, transparency, and improve their triple bottom line. Our recommendation is to ensure DUCA sponsors local charities and get involved inCSR issues that are important to their external stakeholders. Sponsoring events or charities thatare important to potential customers is the best way to generate awareness through CSR. Forexample, if DUCA is trying to reach a younger demographic in the Guelph area they couldsponsor, volunteer, or donate to the 5 days for the Homeless event that Guelph students organize.This can be done at any other Universities near DUCA branches to help DUCA penetrate the newstudent market. Stay transparent by matching their CSR initiatives to their overall companyvision. DUCA should aim to create a connection between their business and their CSR initiatives(Economy, 2014). This will help DUCA promote their business and their CSR efforts. This
14means DUCA should continue and expand their CSR efforts that relate to their actual businesssuch as their financial literacy events and poverty services. To further increase transparencyDUCA should engage their employees and ask them what they think DUCA as an organizationcan do better in terms of CSR. These internal discussions should aim to facilitate double or tripleloop learning for employees and create a culture of innovation. An important thing to keep inmind with these recommendations is to not forget about their CSR initiatives once they are

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