Reputation Management in Fast Foods: A Critical Analysis of KFC and Domino’s Pizza

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Introduction

In the last two decades, the concept of corporate social responsibility (CSR) has emerged as a pressing corporate agenda item as well as an important academic construct. Thus, fairly a large body of theoretical and empirical literature has investigated the role of CSR in consumer behaviour and marketing. CSR is simply defined as the responsibility of an organization or a company towards itself and society. Ray Kroc, the founder of McDonald’s simplified CSR by stating that “none of us is as good as all of us” (Schroder & McEachern, 2005). As the current society becomes so polarized and reactive, investors, consumers, and employees demand that business owners and/or managers must take more proactive actions to improve it. Trust is built when organizations work proactively to improve society. However, the dynamics of trust and credibility building are often conflicting and confusing (Komodromos & Melanthiou, 2014).

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Description

Assessment Item 3

Title:                                                     Research paper

Length:                                                 2,500 words

Group or individual:                       Individual

Optional or compulsory:              Compulsory

 

You will prepare a research paper on a selected aspect of corporate communication or investor relations that interests you.  If you choose a case study approach, you should select a different company to the one you researched for your report (Assessment Item 1) and/or discussion forum (Assessment Item 2).

For example, you could select:

  • Internal or employee communication
  • Communication during an initial public offering, capital raising, takeover or merger
  • Annual reports and annual general meetings
  • Corporate social responsibility or investment
  • Corporate governance

Some sample research topics will be provided, but you are encouraged to explore an area that is of interest to you, and develop a topic around this. You should consult with the unit coordinator regarding the selection of a suitable focus for your research paper. By the end of Week 11, you must submit an abstract of your research paper to the unit coordinator for approval. The research paper requires significant research at a postgraduate level. You are expected to draw on a variety of academic, industry, corporate, and media sources.

 

Assessment Item 3: Research essay                                                                                                                                      Weighting: 50%

Grade 7 6 5 4 3-1
Range of marks  10-8.5  8.4-7.5  7.4-6.5 6.4-5 4.5-0
KNOWLEDGE & TECHNICAL SKILLS

Essay overview

You provide an excellent essay topic, which describes and justifies the aspect of corporate communication or investor relations selected. You highlight its role in corporate communication practice. You describe and strongly justify an excellent research approach adopted for the essay. You provide a strong essay topic, which describes the aspect of corporate communication or investor relations selected. You highlight its role in corporate communication practice. You describe and justify a strong research approach adopted for the essay. You provide a suitable essay topic, which identifies the aspect of corporate communication or investor relations selected. You provide examples of its role in corporate communication practice. You provide an overview of a suitable research approach adopted for the essay. You provide a basic essay topic, which identifies the aspect of corporate communication or investor relations selected. You briefly discuss its role in corporate communication practice. You provide an overview of a basic research approach adopted for the essay. You provide an essay topic which is unclear or incomplete. You provide only basic discussion of its role in corporate communication practice. You outline a limited or incomplete research approach adopted for the essay.
KNOWLEDGE & TECHNICAL SKILLS

Research

You effectively select and use an extensive range of current, well-respected sources from academic, industry, media and other appropriate sources that are all highly relevant and significant to the selected aspect of corporate communication or investor relations. You effectively select and use a wide range of current, well-respected sources from academic, industry, media and other appropriate sources that are all relevant and significant to the selected aspect of corporate communication or investor relations. You select and use a wide range of current, well-respected sources from academic, industry, media and other appropriate sources that are all relevant to the selected aspect of corporate communication or investor relations. You select and use a sound range of mostly current sources from academic, industry, media and other sources that link to the selected aspect of corporate communication or investor relations. You select and use a very limited range of sources with some links to the selected aspect of corporate communication or investor relations.
Grade 7 6 5 4 2-1
Range of marks 25 – 22 21 – 19 18 – 16 15 – 12.5 10 – 0
HIGHER ORDER THINKING & SOCIAL AND ETHICAL UNDERSTANDING

Discussion

You provide an excellent critical analysis and discussion of the essay topic, including a detailed case study approach or selection of excellent examples from practice. Your analysis makes an outstanding use of relevant theories, models, legal and regulatory requirements to frame and support your discussion. You present well justified conclusions or recommendations. You provide a strong discussion of the essay topic, including a detailed case study approach or selection of examples from practice. Your analysis makes very good use of relevant theories and models, legal and regulatory requirements to frame and support your discussion. You present strong conclusions or recommendations. You provide a discussion of the essay topic, including a case study approach or selection of examples from practice. Your analysis includes use of relevant theories and models, legal and regulatory requirements to frame your discussion. You present relevant conclusions or recommendations. You provide a basic discussion of the selected aspect of corporate communication or investor relations, with a basic case study approach or selection of examples from practice. Your analysis includes links to theories and models, legal and regulatory requirements. You present conclusions or recommendations. You provide a very limited discussion of the selected aspect of corporate communication or and the selected organisation/s. You attempt to use theories or models but they provide little support or have limited relevance to your discussion. You present limited or no conclusions or recommendations.
Grade 7 6 5 4 3-1
Range of marks  5  4  3.5 2.5 0-1
PROFESSIONAL COMMUNICATION

Style and presentation

You structure your essay very well and organise content clearly and logically. You make no technical errors in spelling, grammar and punctuation; and you correctly use a recognised referencing style. You structure your essay well and organise content clearly and logically. You make very few technical errors in spelling, grammar and/or punctuation; and you correctly use a recognised referencing style. You structure your essay well and content is mostly organised clearly and logically. You make some technical errors in spelling, grammar and/or punctuation; and you correctly use a recognised referencing style. You attempt to structure your essay with content having some clear and logical organisation. You make some technical errors in spelling, grammar and/or punctuation; and mostly you correctly use a recognised referencing style. You present content in an incoherent way and make frequent technical errors throughout paper. You fail to correctly use a recognised referencing style.