Busm4692 _ Assessment 2: Case study report

RMIT Classification: Trusted

GLOBAL CORPORATE RESPONSIBILITY

ASSESSMENT 2 COVER SHEET

Name of the tutor: Thanapat Kijbumrung

Tutorial Day: Thursday Time: 11:30 BUSM4692 Global Corporate

Responsibility

Date of submission: 21 August 2022

Checklist

 Number of words: 3210 (references, executive (excluding cover sheet, reference list, tables and

summary, appendix excluded) figures)

DECLARATION AND STATEMENT OF AUTHORSHIP

1. I hold a copy of this work which can be produced if the original is lost/damaged.
2. This work is my original work and no part of it has been copied from any other student’s work or from any
other source except where due acknowledgement is made.
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detecting plagiarism.
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including review by external examiners.

I understand that:

7. Plagiarism is the presentation of the work, idea or creation of another person as though it is my own. It is a
form of cheating and is a very serious academic offence that may lead to exclusion from the University.
Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic
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8. Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy my work.

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Table of Contents

1 Executive Summary.......................................................................................3
2 Fabulous Fits business model and the relation to predatory pricing..............4
3 The Relation of Predatory Pricing and CSR..................................................5
4 The predatory pricing impact on supply chain...............................................6

4.1 Supply chain factory managers................................................................7
4.2 Supply chain factory workers...................................................................7
5 Comparison between the living wage and the minimum...............................8
6 Recommendations for Fabulous Fits to ensure living wage for supply chain
workers...............................................................................................................10
6.1 Identify the living wage.........................................................................10
6.2 Measure the wage gap............................................................................10
6.3 Verify calculations of living wage gaps.................................................11
6.4 Close living wage gaps...........................................................................11

6.5 Share learnings.......................................................................................12
7 References....................................................................................................12
8 Appendix......................................................................................................16

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Case study report

1 Executive Summary

This paper initially pointed out some operation characters of Fast Fashion industry, how Fast
fashion business, such as Fabulous Fits can adapt and survive in this such highly competitive
market. Fabulous Fits operate Fast fashion business model, which is the latest model trend in
the fashion industry, where retailers can provide large volume of available trendy clothing for
consumers at an affordable price. Fabulous Fits require fast, flexible and especially low-cost
for trendy clothing manufacturing suppliers worldwide in order that it can efficiently work in
Fast fashion industry as proving hot-trendy clothes at low prices. However, fast fashion mass-
production clothing causes many serious environmental and social obstacles such as soil
pollution and textile waste, mistreat labor and violate workplace safety and health standard.
Besides, there is linkage between Fast fashion and significant concept of Predatory pricing
that many businesses apply to gain the competitive advantage. Due to the fiercely competitive
Fast Fashion market, Fabulous Fits apply predatory pricing to eliminated competition to gain
the monopoly power for profit maximization. This strategy is often set in short-time, illegal
and unethical that cause market imbalance, hurt both other operating businesses and
customers in long run. Secondly, this paper reveals the relationship between predatory pricing
and Corporate Social Responsibility. Applying predatory pricing induce firms to reduce
operation costs so this affect labor wages and working conditions. In case of Fabulous Fits,
the use of predatory pricing violates on labour and human rights by breaching Pillar 2 of The

UN Guiding Principles on Business and Human Rights (UNGPs) and Labour Standard
according to the International Labour Organisation (ILO).

Predatory practices have direct implications for a company's CSR which neglect 4 economic,
legal, ethical and philanthropic responsibilities. Thirdly, predatory pricing also influences
both supply chain factory managers and supply chain factory workers. The increasing of
bargain and negotiate asymmetrical power permits the customers to squeeze price with their
suppliers. Price squeezing induces suppliers set 3 strategies to satisfy orders including raising
the total working hours, increasing workload, and using outsourcing production that
extremely pressure labor force. In case of Fabulous Fits, it impacted their suppliers in
Bangladesh leading to the laborer’s problems in salary, precarious work, and work

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environment. Price squeeze for purchasers significantly reduce income of workers whose
salary depends on region and gender since suppliers’ force to lessen their manufacturing costs
in case of price squeezing. The lower wages of labor as the consequence of squeezed wages
from suppliers. Next, this essay present understanding of living wages and compare it from
minimum wages. Minimum wage refers to the lowest sum of salaries paid to the workers
hourly while the living wage is considered the number of salaries needed to guarantee people
experience an enough and decent living standard. The provision of living wages to the
garment workers in the organization could make a significant commitment to help them to
beat extraordinary emergencies, for example, the COVID-19 pandemic, covering
fundamental survival necessities for themselves and their families, giving them ideal chance
to profit from good financial status to fight over the poverty level. Finally, authors aim to
clarify roles and responsibilities, as well as practical actions to ensure a living wage is paid to
the supply chain workers. The businesses in general have to go above and beyond existing
wage regulations and commit to provide adequate for labor to maintain their lives. It

recommends 5 steps for Fabulous Fits CSR managers can follow to solve existing problems
such as Identify the living wage, Measure the wage gap, verify calculations of living wage
gaps, Close living wage gaps, Share learnings.

2 Fabulous Fits business model and the relation to predatory pricing

Fabulous Fits implements Vietnamese fast fashion model where retailers expect to provide
cheap, low-quality and trendy clothes to customers at unprecedented speeds (Lambert 2014).
In this case, Fabulous Fits works as retailers that have close interconnected relationships with
its stakeholders who it creates value from, hence, according to Stakeholder theory, it has to
suffer responsibilities for all its business decisions related to stakeholders’ interests (Freeman
1984). Since working in the Fast Fashion model, Fabulous Fits needs highly responsive
clothing suppliers who are capable of supporting clothing fast, frequently, and flexibly
whether Fabulous Fits has order changes, but at low-cost manufacturing in the shortest time
to enable it to sell trendy clothes at unbeatable prices.

Fast-fashion business models contribute to significant environmental degradation and further
social injustice as waste, labour exploitation, not paying fair living wages to workers, and
unsafe workplaces. Fast Fashion styles are not solid and quickly become unfashionable, many
are discarded rapidly, piling up in landfills because retailers frequently cancel previous orders

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when those styles are obsolete leading to serious textile waste and land population. It’s
believed that Fast fashion habitats make many businesses become environmentally
irresponsible. Besides, significant manufacturers exploit workers to keep up with the progress
and maximise their benefits by placing laborer’s work in unsafe conditions and long hours for
low wages, thence, those businesses act unethically and violated labour safety rights

according to GRI 403: Occupational Health and Safety (Dahan, Lerner & Milman-Sivan
2021).

Predatory pricing is the illegal act of setting prices below-cost prices to attempt to eliminate
the competition, giving the predatory company a monopoly freely to charge the price it wants
(Moisejevas 2017). Fast fashion industry is extremely fiercely competitive, and abundant
retailers established low pricing strategies to attract more customers. Fast Fashion could
almost be considered a perfectly competitive market because all of the players compete
together in providing cheap, trendy, and available clothes that seem to be assumed identical
products, so if any retailer sets a higher price, it will possibly lose potential customers
(Joskowt and Klevorickt 1979). Customers have too many selections and substitutes in the
Fast Fashion industry. Therefore, to gain the monopoly power and larger market share to
maximise profits many businesses, no exception Fabulous Fits apply predatory pricing in
short-term. By eliminating the competition, Fabulous Fits edges closer to a privileged
position of market dominance that could enable it to freely price what it desires. However,
this strategy is illegal and unacceptable, it breaks the business ethics toward both other
businesses and consumers and is unhealthy competition. Predatory pricing violates antitrust
laws, as it makes markets more vulnerable and harms the customer interests in the long-term
(Lambert 2014).

3 The Relation of Predatory Pricing and CSR

According to Leslie (2013), the key concept of predatory pricing is to reduce the product's
price to below the cost, hence, firms need to minimise their cost of production to minimise
the losses. By forcing to reduce the cost, it also affects labour wages and working conditions.
The study of Anner (2019) stated that buyers demonstrate their power over suppliers by
engaging in predatory purchasing techniques that allow them to negotiate prices, lead times,
and other aspects of sourcing. Lead to labour abuse by reducing wages, encouraging informal
forms of labour contracts and gender and immigrant discrimination, and using verbal and

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physical abuse to boost productivity. In the case of Fabulous Fits, as most of the workers are
on a casual contract and paid on the hour they work, the squeezing labour wages force the
worker to work overtime until they are out of energy in order to earn more money to send to
families. Nevertheless, the working hours are not stable and depend on the order size. For
example, if a big order was made, the worker immediately considered it as work overtime
and more hours of pay. Hence, the use of predatory pricing has a negative impact on labour
and human rights by breaching Pillar 2 of The UN Guiding Principles on Business and
Human Rights (UNGPs) and Labour Standard published by the International Labour
Organisation (ILO). Businesses have the human right responsibilities not to cause or
contribute to conduct that has a negative impact on human rights, and also attempt to avoid or
reduce negative consequences that are directly related to their activities even if they did not
contribute to such impacts (United Nations Human Rights 2011). Therefore, predatory
practices have direct implications for a company's CSR. This practice did not fulfil the 4
economic, legal, ethical and philanthropic responsibilities. Corporations are expected to
achieve their economic goals but still follow the rules and regulations of the government.
Regarding ethical responsibilities, the standard and expectations are based on what
stakeholders consider fair to protect and respect stakeholders' moral rights (Carroll 1991).
Furthermore, predatory pricing will require a firm to sustain losses for a certain period until
they dominate the market with the monopoly price in order to recoup the losses. This conduct
will affect the benefits of stakeholders. According to Parmar et al. (2019), by creating value
for various stakeholders, companies will fulfil the employees' satisfaction more than focus on
just shareholders. In Fabulous Fits’ case, they have failed to satisfy not only workers but also
the criteria of CSR.

4 The predatory pricing impact on supply chain

In the garment industry, the relationship between purchasers and suppliers is built on trust
and sustainable commitment, but the companies had no long-term sustainability commitment
in the case of Fabulous Fit. However, buyers can bargain and negotiate to reduce the cost
equal to the competitive price of suppliers along with other suppliers in peak periods leading
to the imbalance in power between purchasers and suppliers (Anner 2021). Based on
predatory pricing practices, clients leverage over suppliers in order to squeeze prices,
accelerate the pace, and request for resources. In the global supply chain, the rise of

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asymmetrical power permits the customers to squeeze price with their suppliers. As a result,
suppliers fource their labourers to do precarious work for a lower salary (Alamgir 2019). The
Fabulous Fit have affected their suppliers in Bangladesh as a result the labourers have
problems such as salary, precarious work, and work environment.

4.1 Supply chain factory managers

Price pressure is a manifestation of predatory trading behaviour (Figure 1). The influence of a
price squeeze leads to income reduction of workers whose salary depends on region and
gender (Bouckaert & Verboven 2004). In the peak period, suppliers have followed three
methods to fulfil orders including raising the total working hours, increasing contingent work,
and using outsource production (Anner 2019). First, the majority of suppliers always increase
overtime, workers are not allowed to rest until the workload is accomplished. Suppliers seek
to complete clients' orders, in order of that, the manager used verbal and physical abuse with
their workers such as yelling at them. Moreover, suppliers alter the workload from daily to
hourly to lead to a rocket in work intensity. In general, suppliers usually face predatory
purchasing by regular adjustment of working hours and increased workload (Anner 2020). In
addition, the factory usually signs contracts with 6-month temporary informal workers, this

helps suppliers reduce labour during the off-season. The last option is to cloak suppliers that
the factory reduces production in the main facility and then transfers orders over hidden
suppliers to save cost.

4.2 Supply chain factory workers

Workers have to pay attention to work intensity because the time and amount of work puts a
lot of pressure on both physically and mentally, they can only feel comfortable after
completing their daily target workload (Fontana & Egels-Zandén 2019). ‘Sweatshops’ labour
is an issue in which workers are forced to work for a long time, pay low salary and under
poor working conditions. The garment industry makes mistakes for human right abuses in
production of goods under ‘sweatshops’ condition (Emmelhainz & Adams 1999). While
quotas hourly is stressed that workers cannot leave the supply chain if they haven't finished
despite any reasons (Anner 2019). In the supply chain, there are 3 types of labour contract
including worked piece-rate, on day contract, and long-term contract (6 months). The
situation of workers is simply precarious and difficult to form earning benefits. The total

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salary of workers is only enough to pay for 77 percent of their fundamental needs (Anner
2021). Therefore, workers and their families of the supplier’s Fabulous Fit have to lower the
expense for food and nutritions, this is a consequence of squeezed wages from suppliers. The
segmentation of gender is an argument in the garment industry in India. The distribution
between men and women workers in each region is extremely high (Alamgir & Banerjee
2019). The gender pay gap is the distinguish between male and female receiving the salary at
the same time working (Blau & Kahn 1999). Although both male and female workers have
the same amount of time working, the men workers are paid higher than women workers. As
a result, the male workers that are looking forward to be paid higher tend to quit the job

because the more female employees working in the factory, the lower the salary (Anner
2019). However, the women employees do not have any opportunities to develop their career
and rise their wages in the long-term. Some areas have a lot of migrant workers to work in
the supply chain, but migrant workers are pressured from intense work schedules and the
poor labour accommodation, which is provided by suppliers.

5 Comparison between the living wage and the minimum

There are some differences between the living wage and the minimum wage. According to
Harasztosi and Lindner (2019), minimum wage refers to the lowest sum of salaries paid to the
workers on an hourly basis, which is determined by legal authorities or police. The
government of each nation might determine the minimum wage for the workers and the
employers assume responsibility for following the national guidance or else they might face a
legal prosecution. On the other hand, the living wage is associated with the number of
salaries needed to guarantee individuals might experience a sufficient and decent living
standard. The role of living wages is to pay the living costs facing workers and their family
members regardless of the locations they are currently living in (Zeng and Honig 2017). The
effects of living wage play a crucial role in cultivating poverty reduction, enhancing social
welfare, and elevating physical and mental health of the workers (Lester 2011).

In this case, it is essential to pay the workers in Fabulous Fit a living wage because of a host
of benefits. The provision of living wages to the garment workers in the corporation might
make a substantial contribution to support them to overcome unprecedented crisis, such as the
COVID-19 industry (as mentioned in the case study) and cover basic survival requirement for
themselves and their families. The workers of Fabulous Fit completed the orders from the

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suppliers and the tasks given to them. Yet, since the orders were cancelled, Fabulous Fit was
not capable of paying the garment workers due to the lack of revenue and profitability. This
put the garment workers in an unfavorable condition when they were forced to come back to
their hometown live by the little savings from the previous months because the garment
workers are incapable of having a quality life in urban areas. By providing the garment
workers with living wages, the workers stand a favorable opportunity to benefit from decent
or good financial circumstances to live above poverty level (Hirsch and Martinez 2017). This
argument is consistent with the findings by Ziang et al. (2012), in which living wage might
pull the employees out of poverty, offer them with higher quality of life such as sustainable
housing, healthcare and savings for long-term emergency situations. As a result, paying the
garment workers in Fabulous Fit might allow them to face less difficulties confronting the
unprecedented negative situation, such as the lockdown caused by COVID-19 situation. The
integration of living wage to the employees’ payment suggests that the company initiates
Corporate Social Responsibilities (CSR) into business strategies, which is effective at
addressing the needs of garment workers, who are critical stakeholders of Fabulous Fit. Since
the garment workers in the company take an active role in making apparel for the company,
the use of living wage might trigger employees’ motivation and job satisfaction, which are
crucial to stimulate employees’ retention (Chong and Khong 2018). According to Le (2022),
the gap between minimum wage and living standard in Vietnam has widened substantially for
many years, imposing difficulties for the average workers to make ends meet. Therefore, the
action to provide the workers with living wage rather than minimum wage means that the
company is willing to go beyond their essential responsibilities, which supports the garment
workers enjoy better life standards. In addition, the living wage implementation to the
employees might support the workers in Fabulous Fit perceive favorable treatment from the
employers, motivating them to demonstrate desirable attitudes and behaviors, thus cultivating
better organizational outcomes (Zeng and Hoing 2017).

6 Recommendations for Fabulous Fits to ensure living wage for supply
chain workers

In the modern day, the government and organizations around the world are working to ensure
the living wage. Companies in many nations, however, must go above and beyond existing
wage regulations since minimum wage does not often provide a decent living (United
Nations Global Compact n.d). These businesses are able to guarantee the level of income for

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their employees to provide for themselves and their family’s needs, which improves health
and well-being. For instance, IDH announced a call to action to create a living wage economy
in order to abolish poverty in 2021 (IDH n.d). In detail, firms can put their efforts on both
ensuring a living wage for its workforce and their supply chain workers as well. The most
important factor contributing to the success or failure of ensuring the living income for
employees is that changes need to start within the business (United Nations Global Compact
n.d). In the case of Fabulous Fits, by ensuring a living wage, workers do not have to work
excessively overtime to support their basic needs. The IDH Living Wage Roadmap will be
applied to help Fabulous Fits to ensure the living wages for their supply chain workers. This
is a 5-steps framework to transform the business living wages (Wensing 2022):

6.1 Identify the living wage

The first step is to determine the living wage levels in the locations where firms will be
working or sourcing through the appropriate benchmarks. For Fabulous Fits, they need to
identify the living wage of Bangladesh labour, especially in the garment industry. The
estimated living wage of Dhaka, Bangladesh can be divided for satellite districts
(Narayanganj, Ashuliya and Ghazipur) with Tk13,630 ($177) and Dhaka City (Mirpur) with
Tk16,460 ($214). These figures are more than double the minimum wage in Bangladesh's
garment sector. This is the result of the garment industry’s current wages being so low that is
only slightly above the urban poverty line wage (Khan et al. 2016).

6.2 Measure the wage gap

In this step, corporations compare the current wages with the benchmark to generate the wage
gap. After identifying the living wage, Fabulous Fits are able to determine the wage gap
through the difference between the living and current wage.

6.3 Verify calculations of living wage gaps

In order to build the trust between management, employees, and other
stakeholders, corporations are required to verify the data and information acquired. This step
requires Fabulous Fits to examine the calculations in order to have a better understanding to
narrow the wage gaps.

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6.4 Close living wage gaps

To close the living wage gap, there are 4 major considerations: facility performance,
employment practices, procurement practices and the wider enabling environment. Fabulous
Fits need to acknowledge these attributes to understand how it impacts current wages.

Despite Fabulous Fits’ conduct during the Covid-19 Pandemic, there are still various
procedures they could take to ensure the living wage for their supply chain workers. In order
to avoid or minimise the impacts of unexpected events that could directly affect labour such
as Covid-19, Fabulous Fits need to considering to open up fund that prepared themselves to
response and handle the situation. This fund will only be dedicated to labour to make sure
workers are still getting paid the living wage under tough conditions outside the business.

Taking PepsiCo as the role model, they have boosted the pay of front-line workers and
continue to pay for workers that are unable to work during the pandemic. Specifically, they
were providing from $100 extra each week to employees who work directly with its products,
full salary for employees under 14 days quarantines and pay ⅔ of salary for those whose
themself or their families were infected with Covid-19 (Ladika 2020). This conduct is also
considered an ethical responsibility for CSR practices of Fabulous Fits. Ethical responsibility
can be defined as the expectation of societal members to corporations that may not be written
into the law. It is essential for businesses to acknowledge and understand new and evolving
ethical norms from the society. Therefore, corporations need to go beyond the law to achieve
business ethics and integrity (Carroll 1991).

Furthermore, Fabulous Fits needs to work with Garmentz International to innovate the
contract terms so that Fabulous Fit needs to take more responsibility for the adjustment of the
order. Fabulous Fits will be required to be notified to the supplier in advance if they want to
adjust the order including adding, removing, or cancelling. In the case of cancelling the order
that has already been processed, Fabulous Fits will be charged depending on the status of the
order to pay for the supplier and their workers. By doing this, workers are guaranteed to get
pay for the work they have done. According to Freeman at el. (2017) Stakeholder
Identification Map, supplier and supply chain workers are both primary stakeholders which
explain the influential and necessities of these stakeholders. Workers demand security,
income, benefits and meaningful employment in return for their labour. Since the
fundamental job of a business is to generate as much value for stakeholders as possible,

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businesses are also responsible for the workers’ wellbeing. Indeed, the majority of fast
fashion corporations (H&M, C&A, etc) highlight the importance of long-term relationships
with suppliers in building mutual trust between them (Turker and Altuntas 2014).

6.5 Share learnings

The last step of this Roadmap is to share what we have learned since more businesses are
working to provide the living wage. After closing the living wage gap, Fabulous Fits should
share the knowledge they have conducted to support other businesses to create a virtuous
cycle for sustainable enterprises.

To sum up, the act of ensuring the living wages for workers does not only benefit the workers
but also benefiting the company as it is also one of the methods of CSR practice. Addressing
working poverty caused by low wages is a corporate responsibility as outlined in the UN
Guiding Principles on Business and Human Rights (UNGPs). In today's competitive
marketplace, corporate social responsibility is one of the most important brand management
techniques for achieving long-term growth and organisational success (Štreimikienė and
Ahmed 2021).

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8 Appendix

Figure 1 Price squeeze and worker right (Anner 2020)

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