The company has a slogan: "Holding a hand to man's best friend: Pedigree". Pedigree dog food has built its brand by focusing on the need for people to adopt homeless dogs. The company is funding the support and care of these animals and sponsoring a national adoption campaign. Pedigree's 2009 goal was to distribute $1.5 million in grants to 1,000 shelters and breeding rescues. Pedigree donates a bowl of food to animal shelters every time it gets a fan on Facebook, and did the same when the company's 2009 Super Bowl commercial was seen online. Pedigree's goal is to donate 4 million bowls of dog food, enough to feed every refugee dog in America for a day. There are many other companies following these trends as part of their social responsibility towards society. But every company has different experiences, some have a positive view and some have a negative view regarding CSR and business ethics. Corporate social responsibility (CSR) can be defined as “situations in which the company goes beyond compliance and engages in actions that further appear to be some social good, beyond the interests of the company and what is required by law ” (McWilliams, Siegel & Wright, 2006, p..