Conceptual Framewor1
Conceptual Framewor1
Conceptual Framewor1
The concept of Corporate Social Responsibility (CSR) requires the business to act further than its
obligations to the stakeholders and investors, and extend its responsibilities to integrated social,
environmental and ethical concerns into businesss corporate practice. Business should hold
responsibilities towards its employees, customers and community, in addition to the customary
financial obligation to its investors. The general objective is to attain an optimistic impact on
society as a whole while maximizing the creation of shared value for the owners of the business,
The notion that businesses have certain responsibilities beyond shareholder value has led
centuries ago (Carroll & Shabana, 2010; Gokulsing, 2011). But the modern era of CSR began in
the 1950s with Howard R. Bowen and his definition of social responsibility about how it could
guide business in the future (Carroll, 1999). The CSR concept was developed in the 1960s with
In present times, businesses consider CSR as one of the standard practices. The implementation
Jollibee Foods Corporation (JFC) is one of the business organizations that adopted the concept of
the corporate social responsibility. They established the Jollibee Group Foundation (JGF) on
2004, as their corporate social arm. Their strategic corporate social responsibility (CSR)
initiatives are mainly in the areas of Education, Housing and Community Development,
is more effective and efficient. These CSR programs include Busog, Lusog, Talino School
Feeding Program, Farmer Entrepreneurship Program and, Jollibee Group FoodAID Program.
Each program is different with each other, as they have distinctive objectives and goals.
The Busog, Lusog, Talino (BLT) School Feeding Program is rooted by the companys
commitment to education. It aims to eradicate hunger amongst grade one and two pupils of
public schools. It has fed up to 142,000 pupils in over 1,500 schools nationwide. Community
ownership is a factor of BLT that makes the program sustainable. Program partners from
the different sites assume the supervision of the program and find their own resources.
The Farmer Entrepreneurship Program aims to bond small farmers to the supply chain of
institutional buyers like JFC. For the pilot year of the project (2008 2009), six (6)
municipalities in the provinces of Nueva Ecija, Nueva Vizcaya, Bukidnon, and Zamboanga
Sibugay participated in the project. The project delivered training to increase the farmers
productivity and gain skills in enterprise management as well as increase their access to credit
For 2014 the program assisted 27 farmer groups from Luzon, Visayas, and Mindanao to deliver
their crops to several established buyers such as fast food restaurants, supermarkets, and food
processors. In addition, 15 institutional markets are currently sourcing directly from smallholder
farmers for their vegetable material requirements through FEP. These businesses practice
inclusive business by offering the farmers opportunities to be directly part of the supply chain.
FEP has partnered with more than 40 local institutions to develop over 900 farmers from 15
provinces nationwide. The program was established in Ilocos Sur, Pangasinan, Nueva Vizcaya,
Nueva Ecija, Quezon, Oriental Mindoro, Albay, Antique, Iloilo, Negros Oriental, Cebu,
Bukidnon, Compostela Valley, Davao Oriental, and Agusan del Sur. The Department of
The Jollibee Group FoodAID Program was formed to facilitate relief operations and setup of
mobile kitchen in severely affected communities in the Visayas region that benefited more than
160,000 survivors. The Foundation was able to provide more than 68,000 meals through its
Mobile Kitchen. Over 16,000 relief packs were also distributed to severely-affected families. The
Foundation also delivered assistance to full-time volunteers of several relief organizations and
These programs are to be evaluated through different criteria. One is how these three major
programs met their objectives. Another is the efficiency of the program as to their deliverance.
This determines the management of the program with its resources. Included also is the longevity
and continuity of the program. It determines the length of time the program has been active. If, at
present the program is still active, it only proves the program is doing well. The outcome of the
program is a factor in determining its effectivity. These are only few of the criteria in
determining which is the most effective among all the programs that has been applied in the
business organization. Whichever the most effective program does not necessarily mean the
others are ineffective. They are just considered less effective and needs more development to