| Summary: | Sustainability reporting has risen to prominence in recent years, and has been particularly identified as having the potential to make significant positive contributions to organisational reputation. This project aims to answer the question of how Molson Coors Brewing Company (UK) (MCBC) can best develop its own sustainability reporting in order to enhance the company’s standing both within the alcohol industry and the wider society. In pursuing this aim I draw upon a peer group reporting comparison, a programme of interviews with corporate management and focus group exercises conducted with representative employees.
The research approach adopted is centrally informed by both institutional and stakeholder theory. The use of focus groups as a methodology was influenced by stakeholder theory as focus groups are generally regarded as a form of stakeholder engagement, in itself considered a central component of good reporting practice. Institutional theory and the three mechanisms identified which push an organisation towards isomorphism (coercive, mimetic and normative) has influenced the choice to carryout an industry peer group comparison (benchmarking) exercise.
The dissertation argues that there is a need for MCBC (UK) to engage in reporting on its social and environmental activities and presents a reporting structure featuring the following ten themes: Opening statement, Environment, Alcohol Responsibility, Health and Safety, Supply Chain, Product Quality, Our People, Community and Charity, Governance and Transparency and Stakeholders. The research project concludes by providing practical recommendations for future reporting development within the company together with a timetable for implementation.
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