In 2011, numbers of Apple‟s employees were fatally injured in China due to the usage of
some particular chemicals in their products and some suicidal cases also came at front but
Apple reaction was not appreciable. Although, they tackle the situation very well but they
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seems to have reactive approach rather than proactive approach. If we see three variables that
affect the brand image and discuss them solely with respect to Apple we can dig out some
analysis. We also know that Apple is hugely globalized its business all over the world and
handling different operations and processes according to their needs and requirements. The
conventional morality of the business from Apple is making them more profitable. They are
adopting cultures of different countries while running its business according to the local
norms and perceive as morally correct and neither local community does care about what is
happening across the borders. In China, some of its suppliers are using the services of
employees under 16 years of age. However in Europe, it is illegal to have any employee under
the age of 16. But local community does not see it as a violation of law or local norms.
However in a broader spectrum, if it is highlighted and educated across the world then the
mindset of people may change. To have suicidal cases under the batch is another important
concern to ponder upon and take it from different slants is yet another important one while
discussing CSR. Are the suicidal cases helping in building labor or stakeholder‟s loyalty
towards the organization or labor and stakeholders are happy to have a bunch of profitable
products? This is a major question which is indeed very important because building brand
images plays important role in consumer buying behavior if they are educated and know that
the product they are using is somehow responsible of some labor deaths/injuries and products
are not environment friendly to some extent.