Corporate Social Responsibilities

Book Review
Reviewer:
Ida Krisnawati
Research Assistant
Widia Research Center
Tuesday, September 18, 2007
15:00 – 17:00

Corporate Social Responsibilities
Doing The Most Good for Your Company and Your Cause Philip Kotler & Nancy Lee Wiley, 2005

We All Want A Better World Pertamina.com Pertamina.com telkomsel.com

What is
Corporate social responsibility is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources. (Kotler)

Why?
Increased sales and market share
Strengthen brand positioning
Improved corporate image and clout
Increased ability to attract, motivate, and retain employees
Decreased operating costs
Increased appeal to investors and financial analysts

Socially Responsible Business Practices Community Volunteering Corporate Philanthropy Corporate Social Marketing Cause-Related Marketing Cause Promotions CSR

Cause Promotions
Increase awareness and concerns about social cause
Support fundraising
The Body Shop: animal testing for cosmetics: printed material, badges, petitions, website, PR, labeling

Cause-Related Marketing
Donating a percentage of revenues to a specific cause based on product sales
Lifebuoy berbagi sehat

Corporate Social Marketing
Behavior change focus
Anlene jalan sehat
Ayo minum susu - indomilk

Corporate Philanthropy
Most traditional corporate social initiatives
Direct contribution to a charity
Telkomsel peduli banjir

Community Volunteering
Corporation support employee to volunteer their time support local community
Stand alone
IBM one on one mentoring of students by IBM volunteer employee

Socially Responsible Business Practices
Conduct discretionary business practices to improve community well-being
Motorola waste reduction: recycling process redesign

Best Practices Evaluating Efforts Develop & Implement Plans Select initiatives to support issues Choosing Social Issues to Support

Recommendations
Develop list of social issues. Be specific
Short list corporations that have connection with
Approach corporation
Listen to their business needs
Share and find out most appealing issues
Prepare & submit proposal
Participate in developing plan
Offer to handle adm. Work
Assist in measuring outcome
Provide recognition for the corporation’s conribution

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Corporate Social Responsibilities

by ida k on Sep 17, 2007

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