Corporate social responsibility is a key factor in how a company is perceived by consumers, especially in developed countries. However, as companies continue to outsource their supply chain into developing countries where labour is more cost-effective, it also becomes increasingly difficult to monitor sustainable practices throughout the supply chain. Apple, Inc. is a great example of a major corporation that has been affected by questionable practices in its supply chain. On the back of most Apple products exists a line of text stating, “Designed by Apple in California – Assembled in China”. The assembly process has been brought into question numerous times in recents years. For instance, contract manufacturers in China had allegedly taken part in labour practices that may seem unacceptable to developed countries. Instances as such have left a stain on the seemingly spotless Apple logo. Having realized the damage done by said practice to its brand, Apple took quick actions to answer these allegation by gradually raising labour standards to win back consumer confidence. As Apple’s supply chain is once again accused of environmentally and socially irresponsible practice in discharging harmful pollutants, Apple has once again taken actions to remove these stains by implementing policies that require suppliers to produce on higher social and environmental standards. But if Apple plans on keeping its highly held brand image in the public’s eye, the administration team in California will need to stay one step ahead of potentially harmful practices throughout its supply chain before the “Apple” starts to rot, instead of constantly cleaning up after suppliers as problems continue to arise.

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BBC Article – Apple meets China environment groups to polish image: http://www.bbc.co.uk/news/business-15768708