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Ol615 team 2 group presentation_v8.0_final_20121006
- 1. October 7, 2012 Presented to: Quinnipiac University MSOL Program OL615 Presented by: Team 2
- 2. Team 2 Introductions Sharon Foy-Baird Jon Glass Talena Mara Karla Natale Joyce Tinsley, MD HR HR Vice President Director of Old Lyme, CT Client Service Transformation Education & Special Events Representative Consultant Community Quinnipiac Yale University Johnson & Johnson Segerstrom Center University Milford, CT New York, NY for the Arts Cheshire, CT Costa Mesa, CA OL615_Team 2 October 7, 2012 2
- 3. Agenda Team Introduction Organization Profiles & Synopsis Issues Case Findings Lessons Learned References OL615_Team 2 October 7, 2012 3
- 4. What does Pro Bono Publico mean? Literally, for the good of the public Corporate Social Responsibility OL615_Team 2 October 7, 2012 4
- 5. Office of the United Nations High Commissioner for Refugees Established on December 14, 1950 Mandate: to lead and co-ordinate international UNHCR has won action to protect refugees and resolve refugee two Nobel Peace problems worldwide Prizes Staff of over 7,000 in more than 125 countries António Guterres is the 10th UN High Commissioner for Refugees OL615_Team 2 October 7, 2012 5
- 6. In more than six decades, the agency has helped tens of millions of people restart their lives
- 7. Microsoft (MFST) Founded in 1975, Microsoft is the world’s #1 software company Revenue of USD $69.94 billion Steve Ballmer is Mission & Values: to help people CEO of Microsoft Corporation and businesses throughout the Bill Gates is Co- world realize their full potential Founder and Non- Executive Chairman of Microsoft Corporation OL615_Team 2 October 7, 2012 7
- 8. Situation: Synopsis 1999–2001 2002–2004 Kosovo ~860,000 expelled Worldwide Refugee ~590,00 displaced Populations internally 2003 UNHCR UNHCR UNHCR High Leads a global effort to Puts long-term project Commissioner the problem of refugees out to bid Ruud Lubbers Pilot Version: Project ProGres Profile Technology for a refugee registration system Partnership through Microsoft LoU Forms an industry task force ELCA Microsoft Microsoft Donates Microsoft EU CEO Employees cash, software, technology Jean Philippe Courtois assistance, and volunteers’ working hours 8
- 9. Situation: Issues In 1999 Microsoft’s share price peaked then dropped Anti-trust law suits and impersonal image Microsoft had a Community Affairs department, but no corporate strategy for CSR – it wasn’t part of the culture Employees made a grassroots call for action UNHCR had a dire need for better tools for managing refugees, but demanded proprietary ownership How Could Microsoft Help? OL615_Team 2 October 7, 2012 9
- 10. Partnership: Is that the answer?
- 11. Partnership is Key Industry partnership for a “best in breed” solution for a refugee tracking tool Allowed for Microsoft to do the work pro bono Allowed Microsoft to remove conflicts of interest Provided consulting expertise to UNHCR Partnered with ELCA to manage the implementation OL615_Team 2 October 7, 2012 11
- 12. Leverage: Can and did Microsoft use all of its assets to contribute pro bono publico?
- 13. Net revenue more than doubled from the initial Partnership with UNHCR Since 9/11 and other terrorism acts “good citizenship” became more closely tied with the Corporate Mission Leveraging assets for Pro Bono endeavors increases Microsoft's shareholder profile on several fronts OL615_Team 2 October 7, 2012 13
- 14. Is Microsoft creating the right partnerships to complement its market opening and opportunity raising?
- 15. Microsoft Partnerships Microsoft was a pioneer in YES corporate social responsibility Social responsibility leads to good PR External: UNHCR, technology companies, ELCA Broader: European Alliance on Skills for Employability OL615_Team 2 October 7, 2012 15
- 16. Additional Examples of Partnerships Unlimited Potential – umbrella covering additional corporate citizenship partnerships. UNHCR Council of Business Leaders OL615_Team 2 October 7, 2012 16
- 17. The Lunchtime Initiative: Was it a sign for change?
- 18. Internally Employee driven paradigm shift Employee empathy combined with corporate resources allowed for creative problem solving CSR became part of overall strategy as Corporate Citizenship Long-term this grassroots effort impacted the culture OL615_Team 2 October 7, 2012 18
- 19. Externally Initiative created innovative mission critical for refugees worldwide Created a new awareness of Corporate Citizenship World Business Council for Sustainable Development’s (WBCSD) establishment of a formal CSR definition OL615_Team 2 October 7, 2012 19
- 20. Microsoft’s CSR initiatives formed when share value fell and anti-trust cases multiplied Accident?
- 21. No: The Cynical View By 1999 company leaders began to view CSR as good for brand image In 2000 The William H. Gates Foundation’s name became the Bill and Melinda Gates Foundation Microsoft received some media coverage on the partnership OL615_Team 2 October 7, 2012 21
- 22. Yes: It was a coincidence There was no significant effort to advertise Microsoft’s partnership with UNHCR Most people do not know about Microsoft’s CSR initiatives OL615_Team 2 October 7, 2012 22
- 23. Companies Believe CSR Benefits Business Most benefit is nonmonetary Goodwill with government regulators Reputational risk Employee commitment Customer retention Recruitment OL615_Team 2 October 7, 2012 23
- 24. Beyond Kosovo: CSR at Microsoft Today Serving Communities “ At Microsoft, we have a passion for technology. One of the best ways we can serve our communities is by working with our partners in the public and private sectors to find ways technology can help solve some of today’s most pressing societal challenges. The possibilities are really exciting and our ambitions are big.” — Jean-Philippe Courtois, President, Microsoft International OL615_Team 2 October 7, 2012 24
- 25. Partnerships Today Microsoft has made key partnership to advance its mission to serve local communities Industry NGOs and other public service organizations Strategic Partnerships Refugees, education, the environment and youth
- 26. Lessons Learned Benefits the global community and company bottom line Corporations can leverage knowledge base to benefit the global community Cross-organizational partnership can be effective for all partners in CSR initiatives OL615_Team 2 October 7, 2012 26
- 27. Lessons Learned CSR can be a potent component of culture Customers and employees expect corporation leadership in CSR initiatives Humanitarian involvement reflects positively on corporations OL615_Team 2 October 7, 2012 27
- 28. Thank You
- 29. References Aguinis, H., & Glavas, A. (2012). What we know and don't know about corporate social responsibility: A review and research agenda. Journal of Management, 38(4), 932-968. doi: 10.1177/0149206311436079 Business.un.org Retrieved 9/29/2012, 2012, from http://business.un.org/en/documents/321 Coethica, D. (2010). What does Microsoft Do Around CSR? www.davidcoethica.wordpress.com/.../what- does-microsoft-do-around-csr/ Deresky, H. (2011). International Management: Managing Across Borders and Cultures, 7th edition. Upper Saddle River, NJ: Prentice Hall European Alliance on Skills for Employability, 2012. Retrieved from http://www.employabilityalliance.eu/index.php. September 26, 2012. Facts & figures | war in europe | FRONTLINE | PBS Retrieved 9/29/2012, 2012, from http://www.pbs.org/wgbh/pages/frontline/shows/kosovo/etc/facts.html Grgurich, J. (2012). Corporate Social Responsibility: Good for Business, Good for Us. www.dailyfinance.com/2012/04/30/corporate-social-responsibility-good-for-business-good-for/ Investopedia, Retrieved from http://www.investopedia.com/terms/l/leverage.asp#ixzz27TBshzFT Microsoft Corp (2011). LexisNexis®Company Dossier Microsoft Corporation. (2012). Hoover's Company Records-In-depth Records Retrieved 9/30/2012, 2012, from http://www.hoovers.com/company/Microsoft_Corporation /rctif-1- 1NJHW5.html OL615_Team 2 October 7, 2012 29
- 30. References Microsoft corporate citizenship: Strategic partnerships: Working responsibility Retrieved 9/30/2012, 2012, from http://www.microsoft.com/about/corporatecitizenship/en-us/working- responsibly/strategic-partnerships/ Microsoft news center - Microsoft senior leaders executive biographies Retrieved 9/30/2012, 2012, from http://www.microsoft.com/en-us/news/exec/slt.aspx Nicolas, N.; Suder, G. (2008), Microsoft’s Partnership with UNHCR: Pro Bono Publico?, Reference no. 708-035-1 Pro bono publico - definition and more from the free merriam-webster dictionary Retrieved 9/28/2012, 2012, from http://www.merriam-webster.com/dictionary/pro bono publico Pro bono publico - definition of pro bono publico by the free online dictionary, thesaurus and encyclopedia. Retrieved 9/28/2012, 2012, from http://www.thefreedictionary.com/pro+bono+publico Rick Barton U.N. official U.N. official. (Jan 21, 2001). Northwest Organizations Make Their Mark in Refugee Work. Seattle Post - Intelligencer, pp. C.9-C9. Staff Writer. (2002, February 28). Microsoft H.E.A.R.T. Team. Fast Company. Retrieved from http://www.fastcompany.com/1540246/microsoft-fast-50-2002 OL615_Team 2 October 7, 2012 30
- 31. References Suhrke, A., Barutciski, M., Sandison, P., Garlock, R. (2000, February). The Kosovo refugee crisis: An independent evaluation of UNHCR’s emergency preparedness and response for the United Nations High Commissioner for Refugees Evaluation and Policy Analysis Unit. Retrieved from http://www.unhcr.org/3ba0bbeb4.pdf The Bill and Melinda Gates Foundation (2012). www.gatesfoundation.org/about/Pages/foundation- timeline.aspx UNHCR - about us Retrieved 9/28/2012, 2012, from http://www.unhcr.org/pages/49c3646c2.html UNHCR - registration project improves profile of refugees in Mozambique Retrieved 9/29/2012, 2012, from http://www.unhcr.org/41d42e904.html UNHCR - the high commissioner Retrieved 9/28/2012, 2012, from http://www.unhcr.org/pages/49c3646c8.html UNHCR, the UN Refugee Agency (2012, June) Retrieved from http://www.unhcr.org/pages/49c3646c2.html United nations agencies: Partners – corporate citizenship Retrieved 9/30/2012, 2012, from http://www.microsoft.com/about/corporatecitizenship/en-us/partnerships/united-nations- agencies.aspx OL615_Team 2 October 7, 2012 31
- 32. References Weber, M. (2008). The business case for corporate social responsibility: A company- level measurement approach for CSR. European Management Journal, 26, 247-261. Wentz, L. (Editor for the Command and Control Research Program (CCRP) for the Department of Defense). (2002, July). Lessons from Kosovo: The KFOR Experience. Retrieved from http://www.dodccrp.org/files/Wentz_Kosovo.pdf All images and logos used in the presentation belong to the owner of the content. Use of these images is fair use under the US copyright law (Section 107, Title 17, US Code) for the purpose and character of the use for non-profit educational purposes. OL615_Team 2 October 7, 2012 32
Editor's Notes
- [Start Slide Show]Hello, and welcome to Team 2’s presentation of Microsoft’s Partnership with UNHCR – Pro Bono Publico?My name is Sharon Foy-Baird and I will be guiding you through this presentation. [Slide Click]
- [GO!]Let me introduce Team 2. Jon Glass is an HR Transformation Consultant at Johnson & Johnson. Talena Mara is VP Education & Community at Segerstrom Center for the Arts. Karla Natale is Director of Special Events at Quinnipiac University. Dr. Joyce Tinsley is a busy mother of two and [Click] I am Sharon Foy-Baird, Client Service Representative at Yale University. [Slide Click]
- [GO!]Our agenda will cover our two main organizations, the situation & issues, our case findings and lessons learned. [Slide Click]
- [GO!] What does pro bono publico mean.Literally, for the public good.Or, as we say in thebusiness arena, corporate social responsibility or CSR. [Slide Click]
- [GO!]The Office of the United Nations High Commissioner for Refugees, or UNHCR,was established in 1950 by the United Nations General Assembly Its primary purpose is to safeguard the rights and well-being of refugees worldwide
- [GO!] In more than six decades, the UNHCR has helped tens of millions of people restart their lives and has won two Nobel Peace Prizes. [Slide Click]
- [GO!] Founded in 1975, Microsoft is well known in the marketplace it is multi-billion dollar and multi-national organization. Co-founded by Bill Gates, Microsoft is known for having a strong employee culture and has been voted one the world’s best multinational workplaces [Slide Click]
- 1999.The Kosovo crisis has resulted in over 1.45 million displaced Albanian refugees. [Click1] Along with the rest of the world, Microsoft employees watch and feel compelled to do something. Microsoft contacts UNHCR to find out how they can help.[Click2] In response, Microsoft forms an industry task force to create Project Profile – a technology tool that allows the UNHCR to more effectively manage refugee relief.[Click3] At the end of the successful pilot phase in 2002, the UNCHR decides to expand the project worldwide and puts the project out to bid.Microsoft chooses not to bid andthe project is awarded to ELCA. Acting in an advisory capacity, Microsoft partners with ELCA to implement the mature version know as ProGres.[Click4] In 2003, UNHCR and Microsoft create a more formalized partnership through a Letter of Understanding [Slide Click]
- In regard to this case there are several key issues [Click]First, while Microsoft had enjoyed significant success up to this point, [Click]the share price peaked but a sudden drop, a number of anti-trust legal actions and an image problem all conspired to put a negative spin on the organization.[Click]At the same time, Microsoft was known for its strong employee culture and under the senior sponsorship of the European CEO, [Click]the organization responded to the crisis. [Click]UNHCR responded with a need for technology assistance[Click]How Could Microsoft Help? [ Slide Click]
- [GO!] Partnership: Is that the answer? [Slide Click]
- [GO!] Partnership was key for Microsoft and UNHCR. Microsoft chose to remain neutral on the expanded Project Profile initiative [Click]which allowed them to do the work pro bono from a neutral position. [Click]By partnering across the industry, they were able to leverage a broader expertise to build a “best in breed”, cutting-edge solution [Slide Click]
- [GO!] Can Microsoft leverage all its assets to contribute pro bono publico? [Slide Click]
- A company can use leverage to generate shareholder value. Was the company only to be responsive to shareholders for profits? [Click] Good citizenship needs to be connected to the corporate mission. In Microsoft’s case, corporate citizenship is a bridge building effort that can unlock potential markets. [Click] During the Project Profile era of the UNHCR partnership, Microsoft had a net revenue of over $19 billion, by 2006 it was over $44 billion. While this growth cannot be fully attributed to Microsoft’s affiliation with the UNHCR, their growth was certainly enhanced during this period of association. [Click] Performing pro bono publico is also a wise marketing strategy. Leveraging assets increases Microsoft’s shareholder profile on several fronts from public perception to shareholder satisfaction. [Slide click]
- [GO!] Is Microsoft creating the right partnership to complement its market opening and opportunity raising? [Slide Click]
- [GO!] Yes. Microsoft was a pioneer in corporate citizenship. Involvement in social causes helped rehabilitate its image and answer the international call for social responsibility. Creating partnerships helped achieve Microsoft’s expanded mission. [Click] In response to the refugee crisis, various partnerships were formed. [Click] The UNHCR partnership provided an alliance with a highly regarded humanitarian agency. This allowed Microsoft to partner across the industry and with NGOs. [Click] Regionalization came into play when Microsoft partnered with local technology company, ELCA, which led to globalization of the project. [Click] Microsoft then initiated the European Alliance on Skills for Employability to address training needs for underserved populations. [Slide click]
- [GO!]Additional high level partnerships include Microsoft’s Unlimited Potential initiative along with UNHCR’s Council of Business Leaders. [ SlideClick]
- [GO!]Was that lunchtime initiative a sign for this vast multinational to serve the challenges of diversity? [Slide Click]
- [GO!] Internally: The initiative sparked an employee-driven paradigm shift for Microsoft. As Microsoft employees watched the news together during lunch, they realized they had the ability to help. [Click] They organized and established company support that led to the Project Profile software. This system provided relief agencies with a mission critical tool that assisted refugees who had been stripped of their identification. [Click]From this point forward, employee Corporate Citizenship took off. [Slide Click]
- [GO!] Externally: Out of this initiative came a new awareness in the market and as a result [Click] The World Business Council for Sustainable Development created a Corporate Social Responsibility (CSR) statement to contribute to the well being and improve the quality of life for employees, families and the community at large. [Slide Click]
- [GO!] We have no way to know what Bill Gates was thinking when he joined with UNHCR on behalf of the Kosovo refugees in 1999. There are some reasons to be cynical but there are probably more reasons to believe he saw a CSR opportunity. [Slide Click]
- [GO!]By 1999 company leaders began to view CSR as good for brand image. [Click] In 2000, the William H. Gates Foundation became the Bill and Melinda Gates Foundation. [Click] Microsoft received some media coverage on the UNHCR partnership. [Slide Click]
- At that time Kosovo was in the news. [Click] On the other hand, Microsoft’s efforts with UNHCR received relatively little attention in the popular press [Click] In 2004 Microsoft employees were surveyed and most did not know about their company’s CSR activities. Still, few Americans are aware of Microsoft’s work in CSR. [Slide Click]
- In 2012 corporate social responsibility activities are part of the way multinational corporations conduct business. Studies on the benefits of CSR have multiplied since 2005 [Click] There is a weak link with CSR and profitability; however, most studies have been mixed and many unanswered questions remain. [Click] But, consumers expect social responsibility. Employees are more connected to the company by CSR efforts. CSR is also a defensive move by companies becausea company’s image can easily be tarnished by negative media reports. [Slide Click]
- [Click] Microsoft has made corporate social responsibility a priority to advance social and economic opportunities in the communities where we work, live and do business [Slide Click]
- [GO!] Microsoft has made many partnerships in its Corporate Citizenship initiative including [Click] industry, non-governmental organizations, as well as strategic partnerships. [Click] It has focused primarily on refugees, education, the environment and youth issues. [Slide Click]
- This case provides many lessons. [Click] Creating the right kind of partnerships can not only benefit the greater global community, but the company bottom line.[Click] Corporations can leverage their knowledge base to benefit the greater global community[Click] Cross-organizational partnership can be effective for all partners in corporate social responsibility initiatives [Slide Click]
- [Click] Corporate social responsibility can be a potent component of organization culture.[Click] Customers and employees expect corporation leadership in CSR initiatives[Click] Humanitarian involvement reflects positively on corporations[Slide Click]
- Thank you for listening to this presentation on an important issue that effects millions of refugees worldwide everyday and how Corporate Social Responsibility has made a real difference.[Slide Click]