Paris Bakery: Implementing Omnichannel Strategy in the Consumer Value Chain
In October 2018, NALCO was reviewing its corporate social responsibility (CSR) programme. Of first importance was the company’s stakeholders. Each of its stakeholders had different interests in what was conveyed in the annual CSR report, and NALCO wondered how it should manage them. In addition, the company was taking a second look at the CSR metrics it used. Many international stakeholders wanted to read CSR reports that could be compared with other companies through publication of common metrics. Even though NALCO followed international standards, still they were not good enough for all stakeholders. In addition, the top management, Mr Chand, was concerned whether they were doing enough and whether there was a need for further CSR activities in new areas compared to what they have done so far. The company wanted to expand its CSR programme so that the entire one million employees could get involved in the programme in a systematic and inclusive manner.