Corporate social responsibilityCorporate social responsibility (CSR, also called corporate conscience, corporatecitizenshi...
South Africa. In Flower Valley they set up an Early Learning Centre to help educate thecommunitys children as well as deve...
Taking responsibility for its impact on society means first and foremost that a companymust account for its actions. Socia...
* The United Nations Intergovernmental Working Group of Experts on InternationalStandards of Accounting and Reporting (ISA...
The business case for CSR within a company will likely rest on one or more of thesearguments:Human resourcesA CSR programm...
Nature of businessMilton Friedman and others have argued that a corporations purpose is to maximizereturns to its sharehol...
that McDonalds employees worldwide do badly in terms of pay and conditions[22] andtrue that if one eats enough McDonalds f...
The role among corporate stakeholders is to work collectively to pressure corporationsthat are changing. Shareholders and ...
The issues surrounding government regulation pose several problems. Regulation in itselfis unable to cover every aspect in...
The company had to cease business immediately and work with independent regulatorybodies to execute a cleanup. Odwalla als...
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Corporate Social Responsibility


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Corporate Social Responsibility

  1. 1. Corporate social responsibilityCorporate social responsibility (CSR, also called corporate conscience, corporatecitizenship, social performance, or sustainable responsible business)[1] is a form ofcorporate self-regulation integrated into a business model. CSR policy functions as abuilt-in, self-regulating mechanism whereby business monitors and ensures its activecompliance with the spirit of the law, ethical standards, and international norms. The goalof CSR is to embrace responsibility for the companys actions and encourage a positiveimpact through its activities on the environment, consumers, employees, communities,stakeholders and all other members of the public sphere. Furthermore, CSR-focusedbusinesses would proactively promote the public interest by encouraging communitygrowth and development, and voluntarily eliminating practices that harm the publicsphere, regardless of legality. CSR is the deliberate inclusion of public interest intocorporate decision-making, that is the core business of the company or firm, and thehonouring of a triple bottom line: people, planet, profit.The term "corporate social responsibility" came in to common use in the late 1960s andearly 1970s, after many multinational corporations formed. The term stakeholder,meaning those on whom an organizations activities have an impact, was used to describecorporate owners beyond shareholders as a result of an influential book by R. EdwardFreeman, Strategic management: a stakeholder approach in 1984.[2] Proponents arguethat corporations make more long term profits by operating with a perspective, whilecritics argue that CSR distracts from the economic role of businesses. Others argue CSRis merely window-dressing, or an attempt to pre-empt the role of governments as awatchdog over powerful multinational corporations.CSR is titled to aid an organizations mission as well as a guide to what the companystands for and will uphold to its consumers. Development business ethics is one of theforms of applied ethics that examines ethical principles and moral or ethical problemsthat can arise in a business environment. ISO 26000 is the recognized internationalstandard for CSR (currently a Draft International Standard). Public sector organizations(the United Nations for example) adhere to the triple bottom line (TBL). It is widelyaccepted that CSR adheres to similar principles but with no formal act of legislation. TheUN has developed the Principles for Responsible Investment as guidelines for investingentities.ApproachesSome commentators have identified a difference between the Continental European andthe Anglo-Saxon approaches to CSR.[3] And even within Europe the discussion aboutCSR is very heterogeneous.[4]An approach for CSR that is becoming more widely accepted is community-baseddevelopment approach. In this approach, corporations work with local communities tobetter themselves. For example, the Shell Foundations involvement in the Flower Valley,
  2. 2. South Africa. In Flower Valley they set up an Early Learning Centre to help educate thecommunitys children as well as develop new skills for the adults. Marks and Spencer isalso active in this community through the building of a trade network with thecommunity - guaranteeing regular fair trade purchases. Often activities companiesparticipate in are establishing education facilities for adults and HIV/AIDS educationprogrammes. The majority of these CSR projects are established in Africa. JIDF For You,is an attempt to promote these activities in India.A more common approach of CSR is philanthropy. This includes monetary donations andaid given to local organizations and impoverished communities in developing countries.Some organizations[who?] do not like this approach as it does not help build on the skillsof the local people, whereas community-based development generally leads to moresustainable development.[clarification needed Difference between local org&community-dev? Cite]Another approach to CSR is to incorporate the CSR strategy directly into the businessstrategy of an organization. For instance, procurement of Fair Trade tea and coffee hasbeen adopted by various businesses including KPMG. Its CSR manager commented,"Fairtrade fits very strongly into our commitment to our communities."[5]Another approach is garnering increasing corporate responsibility interest. This is calledCreating Shared Value, or CSV. The shared value model is based on the idea thatcorporate success and social welfare are interdependent. A business needs a healthy,educated workforce, sustainable resources and adept government to compete effectively.For society to thrive, profitable and competitive businesses must be developed andsupported to create income, wealth, tax revenues, and opportunities for philanthropy.CSV received global attention in the Harvard Business Review article Strategy &Society: The Link between Competitive Advantage and Corporate Social Responsibility[1] by Michael E. Porter, a leading authority on competitive strategy and head of theInstitute for Strategy and Competitiveness at Harvard Business School; and Mark R.Kramer, Senior Fellow at the Kennedy School at Harvard University and co-founder ofFSG Social Impact Advisors. The article provides insights and relevant examples ofcompanies that have developed deep linkages between their business strategies andcorporate social responsibility. Many approaches to CSR pit businesses against society,emphasizing the costs and limitations of compliance with externally imposed social andenvironmental standards. CSV acknowledges trade-offs between short-term profitabilityand social or environmental goals, but focuses more on the opportunities for competitiveadvantage from building a social value proposition into corporate strategy.Many companies use the strategy of benchmarking to compete within their respectiveindustries in CSR policy, implementation, and effectiveness. Benchmarking involvesreviewing competitor CSR initiatives, as well as measuring and evaluating the impactthat those policies have on society and the environment, and how customers perceivecompetitor CSR strategy. After a comprehensive study of competitor strategy and aninternal policy review performed, a comparison can be drawn and a strategy developedfor competition with CSR initiatives.Social accounting, auditing, and reporting
  3. 3. Taking responsibility for its impact on society means first and foremost that a companymust account for its actions. Social accounting, a concept describing the communicationof social and environmental effects of a companys economic actions to particular interestgroups within society and to society at large, is thus an important element of CSR.[6]Social accounting emphasizes the notion of corporate accountability. D. Crowther definessocial accounting in this sense as "an approach to reporting a firm’s activities whichstresses the need for the identification of socially relevant behavior, the determination ofthose to whom the company is accountable for its social performance and thedevelopment of appropriate measures and reporting techniques."[7] An example of socialaccounting, to a limited extent, is found in an annual Directors Report, under therequirements of UK company law.[8]A number of reporting guidelines or standards have been developed to serve asframeworks for social accounting, auditing and reporting including: * AccountAbilitys AA1000 standard, based on John Elkingtons triple bottom line(3BL) reporting * The Princes Accounting for Sustainability Projects Connected ReportingFramework * The Fair Labor Association conducts audits based on its Workplace Code of Conductand posts audit results on the FLA website. * The Fair Wear Foundation takes a unique approach to verifying labour conditions incompanies supply chains, using interdisciplinary auditing teams. * Global Reporting Initiatives Sustainability Reporting Guidelines * GoodCorporations Standard developed in association with the Institute of BusinessEthics * Earthcheck Certification / Standard * Social Accountability Internationals SA8000 standard * Standard Ethics Aei guidelines * The ISO 14000 environmental management standard * The United Nations Global Compact promotes companies reporting in the format ofa Communication on Progress (COP). A COP report describes the companysimplementation of the Compacts ten universal principles.
  4. 4. * The United Nations Intergovernmental Working Group of Experts on InternationalStandards of Accounting and Reporting (ISAR) provides voluntary technical guidance oneco-efficiency indicators, corporate responsibility reporting, and corporate governancedisclosure. * Verites Monitoring GuidelinesThe FTSE Group publishes the FTSE4Good Index, an evaluation of CSR performance ofcompanies.In some nations, legal requirements for social accounting, auditing and reporting exist(e.g. in the French bilan social), though international or national agreement onmeaningful measurements of social and environmental performance is difficult. Manycompanies now produce externally audited annual reports that cover SustainableDevelopment and CSR issues ("Triple Bottom Line Reports"), but the reports varywidely in format, style, and evaluation methodology (even within the same industry).Critics dismiss these reports as lip service, citing examples such as Enrons yearly"Corporate Responsibility Annual Report" and tobacco corporations social reports.In South Africa, as of June 2010, all companies listed on the Johannesburg StockExchange (JSE) were required to produce an integrated report in place of an annualfinancial report and sustainability report.[9] An integrated report includes environmental,social and economic performance alongside financial performance information and isexpected to provide users with a more holistic overview of a company. However, thisrequirement was implemented in the absence of any formal or legal standards for anintegrated report. An Integrated Reporting Committee (IRC) was established to issueguidelines for good practice in this field.Potential business benefitsThe scale and nature of the benefits of CSR for an organization can vary depending onthe nature of the enterprise, and are difficult to quantify, though there is a large body ofliterature exhorting business to adopt measures beyond financial ones (e.g., DemingsFourteen Points, balanced scorecards). Orlitzky, Schmidt, and Rynes[10] found acorrelation between social/environmental performance and financial performance.However, businesses may not be looking at short-run financial returns when developingtheir CSR strategy.The definition of CSR used within an organization can vary from the strict "stakeholderimpacts" definition used by many CSR advocates and will often include charitable effortsand volunteering. CSR may be based within the human resources, business developmentor public relations departments of an organisation,[11] or may be given a separate unitreporting to the CEO or in some cases directly to the board. Some companies mayimplement CSR-type values without a clearly defined team or programme.
  5. 5. The business case for CSR within a company will likely rest on one or more of thesearguments:Human resourcesA CSR programme can be an aid to recruitment and retention,[12] particularly within thecompetitive graduate student market. Potential recruits often ask about a firms CSRpolicy during an interview, and having a comprehensive policy can give an advantage.CSR can also help improve the perception of a company among its staff, particularlywhen staff can become involved through payroll giving, fundraising activities orcommunity volunteering. See also Corporate Social Entrepreneurship, whereby CSR canalso be driven by employees personal values, in addition to the more obvious economicand governmental drivers.Risk managementManaging risk is a central part of many corporate strategies. Reputations that takedecades to build up can be ruined in hours through incidents such as corruption scandalsor environmental accidents. These can also draw unwanted attention from regulators,courts, governments and media. Building a genuine culture of doing the right thingwithin a corporation can offset these risks.[13]Brand differentiationIn crowded marketplaces, companies strive for a unique selling proposition that canseparate them from the competition in the minds of consumers. CSR can play a role inbuilding customer loyalty based on distinctive ethical values.[14] Several major brands,such as The Co-operative Group, The Body Shop and American Apparel[15] are built onethical values. Business service organizations can benefit too from building a reputationfor integrity and best practice.License to operateCorporations are keen to avoid interference in their business through taxation orregulations. By taking substantive voluntary steps, they can persuade governments andthe wider public that they are taking issues such as health and safety, diversity, or theenvironment seriously as good corporate citizens with respect to labour standards andimpacts on the environment.Criticisms and concernsCritics of CSR as well as proponents debate a number of concerns related to it. Theseinclude CSRs relationship to the fundamental purpose and nature of business andquestionable motives for engaging in CSR, including concerns about insincerity andhypocrisy.
  6. 6. Nature of businessMilton Friedman and others have argued that a corporations purpose is to maximizereturns to its shareholders, and that since only people can have social responsibilities,corporations are only responsible to their shareholders and not to society as a whole.Although they accept that corporations should obey the laws of the countries withinwhich they work, they assert that corporations have no other obligation to society. Somepeople perceive CSR as in-congruent with the very nature and purpose of business, andindeed a hindrance to free trade. Those who assert that CSR is contrasting with capitalismand are in favor of neoliberalism argue that improvements in health, longevity and/orinfant mortality have been created by economic growth attributed to free enterprise.[16]Critics of this argument perceive neoliberalism as opposed to the well-being of societyand a hindrance to human freedom. They claim that the type of capitalism practiced inmany developing countries is a form of economic and cultural imperialism, noting thatthese countries usually have fewer labour protections, and thus their citizens are at ahigher risk of exploitation by multinational corporations.[17]A wide variety of individuals and organizations operate in between these poles. Forexample, the REALeadership Alliance asserts that the business of leadership (be itcorporate or otherwise) is to change the world for the better.[18] Many religious andcultural traditions hold that the economy exists to serve human beings, so all economicentities have an obligation to society (see for example Economic Justice for All).Moreover, as discussed above, many CSR proponents point out that CSR cansignificantly improve long-term corporate profitability because it reduces risks andinefficiencies while offering a host of potential benefits such as enhanced brandreputation and employee engagement.MotivesSome critics believe that CSR programs are undertaken by companies such as BritishAmerican Tobacco (BAT),[19] the petroleum giant BP (well-known for its high-profileadvertising campaigns on environmental aspects of its operations), and McDonalds (seebelow) to distract the public from ethical questions posed by their core operations. Theyargue that some corporations start CSR programs for the commercial benefit they enjoythrough raising their reputation with the public or with government. They suggest thatcorporations which exist solely to maximize profits are unable to advance the interests ofsociety as a whole.[20]Another concern is that sometimes companies claim to promote CSR and be committedto sustainable development but simultaneously engaging in harmful business practices.For example, since the 1970s, the McDonalds Corporations association with RonaldMcDonald House has been viewed as CSR and relationship marketing. More recently, asCSR has become mainstream, the company has beefed up its CSR programs related to itslabor, environmental and other practices[21] All the same, in McDonalds Restaurants vMorris & Steel, Lord Justices Pill, May and Keane ruled that it was fair comment to say
  7. 7. that McDonalds employees worldwide do badly in terms of pay and conditions[22] andtrue that if one eats enough McDonalds food, ones diet may well become high in fatetc., with the very real risk of heart disease.[23]Royal Dutch Shell has a much-publicized CSR policy and was a pioneer in triple bottomline reporting, but this did not prevent the 2004 scandal concerning its misreporting of oilreserves, which seriously damaged its reputation and led to charges of hypocrisy. Sincethen, the Shell Foundation has become involved in many projects across the world,including a partnership with Marks and Spencer (UK) in three flower and fruit growingcommunities across Africa.Critics concerned with corporate hypocrisy and insincerity generally suggest that bettergovernmental and international regulation and enforcement, rather than voluntarymeasures, are necessary to ensure that companies behave in a socially responsiblemanner. Others, such as Patricia Werhane, argue that CSR should be considered more asa corporate moral responsibility, and limit the reach of CSR by focusing more on directimpacts of the organization as viewed through a systems perspective to identifystakeholders.Ethical consumerismThe rise in popularity of ethical consumerism over the last two decades can be linked tothe rise of CSR. As global population increases, so does the pressure on limited naturalresources required to meet rising consumer demand (Grace and Cohen 2005, 147).Industrialization, in many developing countries, is booming as a result of both technologyand globalization. Consumers are becoming more aware of the environmental and socialimplications of their day-to-day consumer decisions and are therefore beginning to makepurchasing decisions related to their environmental and ethical concerns. However, thispractice is far from consistent or universal.Globalization and market forcesAs corporations pursue growth through globalization, they have encountered newchallenges that impose limits to their growth and potential profits. Governmentregulations, tariffs, environmental restrictions and varying standards of what constitutes"labor exploitation" are problems that can cost organizations millions of dollars. Someview ethical issues as simply a costly hindrance, while some companies use CSRmethodologies as a strategic tactic to gain public support for their presence in globalmarkets, helping them sustain a competitive advantage by using their social contributionsto provide a subconscious level of advertising. (Fry, Keim, Meiners 1986, 105) Globalcompetition places a particular pressure on multinational corporations to examine notonly their own labor practices, but those of their entire supply chain, from a CSRperspective.Social awareness and education
  8. 8. The role among corporate stakeholders is to work collectively to pressure corporationsthat are changing. Shareholders and investors themselves, through socially responsibleinvesting are exerting pressure on corporations to behave responsibly. Non-governmentalorganizations are also taking an increasing role, leveraging the power of the media andthe Internet to increase their scrutiny and collective activism around corporate behavior.Through education and dialogue, the development of community in holding businessesresponsible for their actions is growing [24].Ethics trainingThe rise of ethics training inside corporations, some of it required by governmentregulation, is another driver credited with changing the behavior and culture ofcorporations. The aim of such training is to help employees make ethical decisions whenthe answers are unclear. Tullberg believes that humans are built with the capacity to cheatand manipulate, a view taken from (Trivers 1971, 1985), hence the need for learningnormative values and rules in human behavior [25]. The most direct benefit is reducingthe likelihood of "dirty hands" (Grace and Cohen 2005), fines and damaged reputationsfor breaching laws or moral norms. Organizations also see secondary benefit inincreasing employee loyalty and pride in the organization. Caterpillar and Best Buy areexamples of organizations that have taken such steps[26].Increasingly, companies are becoming interested in processes that can add visibility totheir CSR policies and activities. One method that is gaining increasing popularity is theuse of well-grounded training programs, where CSR is a major issue, and businesssimulations can play a part in this.[citation needed]One relevant documentary is The Corporation, the history of organizations and theirgrowth in power is discussed. Corporate social responsibility, what a company does to intrying to benefit society, versus corporate moral responsibility (CMR), what a companyshould morally do, are both important topics to consider when looking at ethics in CSR.For example, Ray Anderson, in The Corporation, takes a CMR perspective in order to dowhat is moral and he begins to shift his companys focus towards the biosphere byutilizing carpets in sections so that they will sustain for longer periods. This is Andersonthinking in terms of Garret Hardins "The Tragedy of the Commons," where if people donot pay attention to the private ways in which we use public resources, people willeventually lose those public resources.Laws and regulationAnother driver of CSR is the role of independent mediators, particularly the government,in ensuring that corporations are prevented from harming the broader social good,including people and the environment. CSR critics such as Robert Reich argue thatgovernments should set the agenda for social responsibility by the way of laws andregulation that will allow a business to conduct themselves responsibly.
  9. 9. The issues surrounding government regulation pose several problems. Regulation in itselfis unable to cover every aspect in detail of a corporations operations. This leads toburdensome legal processes bogged down in interpretations of the law and debatable greyareas (Sacconi 2004). For example, General Electric failed to clean up the Hudson Riverafter contaminating it with organic pollutants. The company continues to argue via thelegal process on assignment of liability, while the cleanup remains stagnant. (Sullivan &Schiafo 2005).The second issue is the financial burden that regulation can place on a nations economy.This view shared by Bulkeley, who cites the Australian federal governments actions toavoid compliance with the Kyoto Protocol in 1997, on the concerns of economic loss andnational interest. The Australian government took the position that signing the KyotoPact would have caused more significant economic losses for Australia than for any otherOECD nation (Bulkeley 2001, pg 436). On the change of government following theelection in November 2007, Prime Minister Kevin Rudd signed the ratificationimmediately after assuming office on 3 December 2007, just before the meeting of theUN Framework Convention on Climate Change. Critics of CSR also point out thatorganisations pay taxes to government to ensure that society and the environment are notadversely affected by business activities.Denmark has a law on CSR. On 16 December 2008, the Danish parliament adopted a billmaking it mandatory for the 1100 largest Danish companies, investors and state-ownedcompanies to include information on corporate social responsibility (CSR) in their annualfinancial reports. The reporting requirements became effective on 1 January 2009.[27]The required information includes: * information on the companies’ policies for CSR or socially responsible investments * information on how such policies are implemented in practice, and * information on what results have been obtained so far and managements expectationsfor the future with regard to CSR/SRI.CSR/SRI is still voluntary in Denmark, but if a company has no policy on this it muststate its positioning on CSR in their annual financial report. More on the Danish law canbe found at CSRgov.dkCrises and their consequencesOften it takes a crisis to precipitate attention to CSR. One of the most active standsagainst environmental management is the CERES Principles that resulted after the ExxonValdez incident in Alaska in 1989 (Grace and Cohen 2006). Other examples include thelead poisoning paint used by toy giant Mattel, which required a recall of millions of toysglobally and caused the company to initiate new risk management and quality controlprocesses. In another example, Magellan Metals in the West Australian town ofEsperance was responsible for lead contamination killing thousands of birds in the area.
  10. 10. The company had to cease business immediately and work with independent regulatorybodies to execute a cleanup. Odwalla also experienced a crisis with sales dropping 90%,and the companys stock price dropping 34% due to several cases of E. coli spreadthrough Odwalla apple juice. The company ordered a recall of all apple or carrot juiceproducts and introduced a new process called "flash pasteurization" as well asmaintaining lines of communication constantly open with customers.Stakeholder prioritiesIncreasingly, corporations are motivated to become more socially responsible becausetheir most important stakeholders expect them to understand and address the social andcommunity issues that are relevant to them. Understanding what causes are important toemployees is usually the first priority because of the many interrelated business benefitsthat can be derived from increased employee engagement (i.e. more loyalty, improvedrecruitment, increased retention, higher productivity, and so on). Key externalstakeholders include customers, consumers, investors (particularly institutionalinvestors), communities in the areas where the corporation operates its facilities,regulators, academics, and the media.Branco and Rodrigues (2007) describe the stakeholder perspective of CSR as theinclusion of all groups or constituents (rather than just shareholders) in managerialdecision making related to the organization’s portfolio of socially responsibleactivities[28] . This normative model implies that the CSR collaborations are positivelyaccepted when they are in the interests of stakeholders and may have no effect or bedetrimental to the organization if they are not directly related to stakeholder interests. Thestakeholder perspective suffers from a wheel and spoke network metaphor that does notacknowledge the complexity of network interactions that can occur in cross sectorpartnerships. It also relegates communication to a maintenance function, similar to theexchange perspective[29].Efforts to implement CSRA very large number of social and voluntary organizations are contributing to the field ofCorporate social responsibility by making it an important agenda where they clearly harpfor all the corporate bodies to adhere to the norns of CSR at all costs. In fact, thesevoluntary organizations always go on devising newer and more pragmatic/stringentnorms of application of the requirements of Corporate social responsibility. A few ofthem are ---[30] [31]Examples (lead partner Equal) Community Action Dacorum (lead partner IiCHertfordshire) Council for Voluntary Service St Albans District BITC - Business In theCommunity CSR (India)- a subsidiary of IRDS, a Lucknow based Voluntary organization