Essay --

Introduction As my utility group has chosen Royal Dutch Shell Public Limited Company, which is one of the world’s six major owned oil and gas public organizations, for discussing its win-win strategy and corporate social responsibility (CSR) strategy, an online game, CEO2, will take part in this report in order to build the best win-win strategy for the chosen company such as reducing carbon dioxide emission while raising the long term profitability. The biggest challenge in this industry is meeting consumer demand with acceptable ecological impacts and producing electricity at competitive prices. Moreover, Shell oil spill in 2011 has listed as the worst spill in the United Kingdom waters in the past decade. (Harvey, 2011) and caused stakeholders suspected its CSR strategy. Therefore, this report will analyze the win-win strategy by using the game result and address the company’s CSR issues in relation to its CSR strategy. CEO2 Game & Win-Win strategy The CEO2 game’s outcome is based on two rounds, we selected the best three options based on the options provided in round one. Firstly, â€Å"install new off-shore wind farms† with decreasing 20 percent CO2 emission, which adding up to 20 percent generation capacity and off-shore wind farms is better than the traditional on-shore wind farms due to more space available, higher wind speed and lesser complaints by the neighbors such as noise issue. Secondly, â€Å"Cooperate with a grid operator† which uses to equip every private and industry customer with a smart meter. For example, smart meters would help consumers better manage their energy use and reduce their energy bill. Thirdly, â€Å"retrofit existing plants† which allowed improving efficiency at all existing power plants by on average 4 perce... ... risk.†(ADN news, 2011) However, Shell only informed the public that the organization had taken the incident seriously with indicating regret and care, but not its emergency measure. Conclusion In conclusion, Shell’s CSR strategy is lack of equilibrium between environmental and economic performances which led to lose the trust of the public, therefore, Shell’s CSR needs to improve. For example, media and NGOs as watch dog and integrators to rebuild the trust with the public to ensure the company activities are environmentally, socially responsible and economically. Moreover, the organization could also increase its investment in technologies such as using cameras to control the oil transportation process in order to ensure the incident will not happen again. Overall, the company may add a win-win strategy to its CSR strategy to improve its current CSR performance.