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Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
Exploring Social Responsibility Within Your Organization
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Exploring Social Responsibility Within Your Organization

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  • Introduction to LeapFrog 2. LeapPad Learning System 3. Health Care Initiatives 4. Workplace Training / ESL Initiatives LeapFrog LeapPad Learning System Health Care Initiatives Workplace Training / ESL Initiatives
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    • 1. Strategic Corporate Social Responsibility Professor Kellie A. McElhaney 2.11.07
    • 2. <ul><li>Every single pressing social and global issue of our time is a business opportunity . </li></ul><ul><li>Management is a matter of world affairs. </li></ul>- Peter Drucker
    • 3. Whirlpool &amp; Habitat for Humanity
    • 4. Whirlpool
    • 5. The State of 2007 : How Many Business Opportunities Do You See?
    • 6. Wal-Mart Has Entered… WSJ <ul><li>Wal-Mart , infamous for its truculence on CSR, astounds observers with its $500M announcement of broad commitments to environmental and social responsibility. These include: </li></ul><ul><ul><li>100% renewable energy </li></ul></ul><ul><ul><li>Zero waste </li></ul></ul><ul><ul><li>Reducing greenhouse gas emissions by 20% (by 2012) </li></ul></ul><ul><ul><li>Increasing minimum wage </li></ul></ul><ul><ul><li>Increasing the percentages of women and minority managers… </li></ul></ul>
    • 7. “ As one of the largest companies in the world, with an expanding global presence, environmental problems are OUR problems. The supply of natural products (fish, food, water) can only be sustained if the ecosystems that provide them are sustained and protected. There are not two worlds out there, a Wal-Mart world and some other world.” – Lee Scott, CEO
    • 8. GE Said Green is Green … NYT <ul><ul><li>In May, GE launched their $1.5B “Ecomagination&amp;quot; environmental responsibility initiative, a move that reverberated widely. </li></ul></ul><ul><ul><li>When a corporate giant such as GE places its stamp of approval on CSR as a legitimate mainstream business strategy, it suddenly becomes much harder to invalidate CSR… </li></ul></ul>
    • 9. GE’s Ecomagination
    • 10. I Banks are Slowly Arriving…. <ul><li>Goldman Sachs became the first major investment bank to adopt a comprehensive environmental policy --and the fourth major US financial institution to do so, after JPMorgan Chase ( JPM ) earlier and Bank of America ( BAC ) and Citigroup in previous years… </li></ul>
    • 11. Has CSR Gone Mainstream?
    • 12. What Is Corporate Social Responsibility? Philanthropy? Employee volunteerism? PR? Transparent reporting? Free give aways? Sponsorships? Workplace diversity? PROFITABLE? Human rights? Citizenship responsibilities? Sustainable development? Corporate governance? Business ethics? Employee treatment? Environmental impact? Safe products? Solving social problems?
    • 13. What Is Corporate Social Responsibility? Setting up offshore accounts? Squandering employees’ retirement funds? Hiding income? Using ‘I was not aware’ as CEO’s defense? Hiding debt? SUSTAINABLE? Pre-texting? Non-independent board? Cooking the books? Domiciling in the Bahamas? Insider trading? Auditors serving as consultants? Birthday party for wife in Italy? SEC violations? Dumping toxins in rivers?
    • 14. Crowded Terminology Space <ul><li>Corporate Social Responsibility </li></ul><ul><li>Corporate Responsibility </li></ul><ul><li>CSR </li></ul><ul><li>Sustainable Development </li></ul><ul><li>Sustainability </li></ul><ul><li>ESG </li></ul><ul><li>CSER </li></ul><ul><li>Social enterprise </li></ul><ul><li>Global Citizenship </li></ul><ul><li>Corporate Citizenship </li></ul><ul><li>Values-driven Business </li></ul><ul><li>Natural Capitalism </li></ul><ul><li>Spiritual Capitalism </li></ul><ul><li>Compassionate Capitalism </li></ul><ul><li>People, Planet, Profits </li></ul>Or… Good Management/ Good Business?
    • 15. Global Citizenship/ CSR/Sustainability <ul><ul><li>Employee engagement </li></ul></ul><ul><ul><li>Community engagement </li></ul></ul><ul><ul><li>Corporate philanthropy </li></ul></ul><ul><ul><li>Government and public relations </li></ul></ul><ul><ul><li>Governance and ethics </li></ul></ul><ul><ul><li>Corporate environmental footprint </li></ul></ul><ul><ul><li>Socially and environmentally sound product design and production </li></ul></ul>“ Deeper business purpose, great products, customer satisfaction, employee happiness, social and environmental responsibility— these are the keys to maximizing long-term profits.” - John Mackey, CEO Whole Foods “ People want to know your values and ethics demonstrated by how you treat employees, the community in which you operate, and many other things that are important to them.” -Howard Schultz, Chairman, Starbucks “ I believe that businesses today need to ensure that corporate social responsibility is a strategic component of their own planning and reporting.” - John Chambers, CEO Cisco
    • 16. Defining Corporate Responsibility <ul><li>Net Impact: Using the power of business to create a better world. </li></ul><ul><li>Business for Social Responsibility (BSR): Companies being able to be commercially successful in ways that demonstrate respect for ethical values, people, community, and the environment. </li></ul>
    • 17. Defining Corporate Responsibility <ul><li>World Business Council for Sustainable Development: Corporate social responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large. </li></ul>
    • 18. WBCSD Simplified <ul><li>“ CSR is about helping to meet people’s needs.” </li></ul>
    • 19. The Triple Bottom Line Social Environmental Economic Triple Bottom Line J. Elkington, SustainAbility Economic Triple Bottom Line
    • 20. ECONOMIC ENVIRONMENTAL SOCIAL “ TRIPLE BOTTOM LINE” SINGLE BOTTOM LINE SUSTAINABILITY = INCORPORATING INTO STRATEGY AND OPERATIONS ENSURING AND ENHANCING VALUE CREATION “ DOING WELL BY DOING GOOD” Sustainability/Corporate Responsibility/ Global Citizenship
    • 21. Internal &amp; External CSR Supply Chain Environment Transparency Human Rights Stakeholder Engagement Privacy Marketplace Community Involvement/ Investment Governance Mission, Vision, Values Ethics Diversity Health &amp; Wellness Dependent Care Downsizing &amp; Layoffs Privacy (employee) Work Life Balance Job Satisfaction Compensation/ Benefits Philanthropy Socio-political Issues Reporting Accountability
    • 22. Strategic CSR <ul><li>Strategic corporate responsibility is a business strategy that is integrated with core business objectives &amp; core competencies to create business value and positive social change, and is embedded in day to day business operations. </li></ul>McElhaney, 1998
    • 23. It is About Fit <ul><li>CSR Strategy must fit two things: </li></ul><ul><ul><li>Core business objectives: </li></ul></ul><ul><ul><ul><li>Increase sales, penetrate new markets, engage employees, reduce operating expenses, improve reputation, protect brand, beat competitors </li></ul></ul></ul><ul><ul><li>Core competencies </li></ul></ul><ul><ul><ul><li>Technology, financial services, market making, convenient fun food, automobiles and transportation systems </li></ul></ul></ul>
    • 24. Drivers of CSR RESPONSIBILITY INCREASING IN IMPORTANCE GOVERNMENTS MARKET/ GROWTH OPPORTUNITIES CONSUMERS COMPETITION INVESTORS/ANALYSTS EMPLOYEES SOCIAL AND ENVIRONMENTAL NON-GOVERNMENTAL ORGANIZATIONS (NGOs) COLLEGE STUDENTS! YOU!
    • 25. Leadership Drivers E &amp; Y, 2002
    • 26. Reputation &amp; Human Resource Drivers Brand Who says social responsibility is a big influence in their impressions of companies? 49% Product Purchase Who considers corporate citizenship when buying a company’s product? Product Boycotts How many people would boycott a product if they learned about negative citizenship practices? 79% 76% Employee Recruitment Who considers social commitment when choosing an employer? 77%
    • 27. CSR is a powerful predictor of reputation… if known Emotional Appeal Financial Performance Workplace Environment Products &amp; Services Vision &amp; Leadership Social Responsibility Reputation Quotient SM (RQ) Feel Good About Admire and Respect Trust Market Opportunities Excellent Leadership Clear Vision for the Future Rewards Employees Fairly Good Place to Work Good Employees Outperforms Competitors Record of Profitability Low Risk Investment Growth Prospects Supports Good Causes Environmental Responsibility Community Responsibility High Quality Innovative Value for Money Stands Behind Source: C. Fombrun, Reputation Institute, Harris Interactive 1 2 3 4 5 6
    • 28. <ul><li>Females (employees, consumers, investors) </li></ul><ul><li>Gen Yers Ages 8-24 (cause focus) </li></ul><ul><li>Boomers (say v. do) </li></ul><ul><li>More educated </li></ul><ul><li>More diverse (gender, sexual orientation, ethnicity) </li></ul><ul><li>More affluent (enter Walmart) </li></ul>Who Cares Most About CSR?
    • 29. LeapFrog: Asthma Education LeapPad <ul><ul><li>Interactive LeapPad book for children ages 4-7 to learn key asthma messages to successfully manage asthma. </li></ul></ul><ul><li>Most common chronic disease of childhood in the developed world. </li></ul><ul><li>Affecting ~9 million children in the U.S. under 16. </li></ul><ul><li>Americans with asthma: 26.3 million </li></ul><ul><li>Emergency room visits for asthma: 1.9 million in 1995 </li></ul>
    • 30. Levi Strauss &amp; Co <ul><li>The Red Tab Foundation is a public, non-profit foundation which assists Levi Strauss &amp; Co. employees, retirees, and their families who face problems caused by unexpected emergencies. The Red Tab Foundation (RTF) will provide financial assistance, education, and preventative programs to help these individuals in their own efforts to maintain their financial, physical and emotional health. </li></ul><ul><ul><li>Among the first of &amp;quot;employer relief funds&amp;quot; set up to help employees in crisis </li></ul></ul><ul><ul><li>Based on employee-to-employee support, not coming from founders or the corporation </li></ul></ul><ul><ul><li>Includes retirees in its scope </li></ul></ul><ul><ul><li>Programs include proactive education and support that is designed for longer-term solutions: helping employees help themselves. </li></ul></ul>
    • 31. <ul><li>Campaign for Real Beauty </li></ul><ul><ul><li>Campaign began with a &apos;&apos;global study,&apos;&apos; commissioned by Dove that posed questions about beauty to thousands of women in many countries. </li></ul></ul><ul><ul><li>Repositioned its brand around self-esteem issues </li></ul></ul><ul><ul><li>Created CampaignForRealBeauty.com to allow women to </li></ul></ul><ul><ul><ul><li>Vote on provocative images </li></ul></ul></ul><ul><ul><ul><li>Join discussion groups on various beauty stereotypes </li></ul></ul></ul><ul><ul><ul><li>Participate in the Dove Self-Esteem Fund </li></ul></ul></ul><ul><ul><li>Established a “real beauty” section on Dove.com </li></ul></ul><ul><ul><li>Uses un-retouched images of women rather than models on Dove.com </li></ul></ul><ul><ul><li>Commissioned and published a study called The Dove Report: Challenging Beauty </li></ul></ul><ul><li>The uniquely Me! Girl Scouts of America self-esteem program </li></ul><ul><ul><li>Works through the Unilever Foundation to donate money. In addition, Unilever employees donate time to mentor girls as part of the program. </li></ul></ul><ul><ul><li>Program uses activity books and simple exercises to help build self-confidence in girls </li></ul></ul><ul><li>Supports BodyTalk , an educational program for schools created by the Eating Disorders Association. </li></ul>&amp;quot; This campaign is addressing key issues and connecting with women in ways that people have not connected in a long time.&amp;quot; - Retail analyst Marshall Cohen of the NPD Group.
    • 32. <ul><li>Impact </li></ul><ul><ul><li>Increased sales. U.S. sales rose 6% in one year to $500 million. Dollar sales jumped 2% in the month the campaign started. </li></ul></ul><ul><ul><li>Heightened brand awareness. Ads received considerable press, more than 1 million women have visited dove.com and voted on images. </li></ul></ul><ul><ul><li>Created buzz with the &amp;quot;water cooler effect&amp;quot; </li></ul></ul>
    • 33. <ul><li>The only thing necessary for the triumph of evil is for good men (and women!) to do nothing. </li></ul><ul><ul><ul><ul><ul><li>- Edmund Burke </li></ul></ul></ul></ul></ul>
    • 34. Things You Can Do: <ul><li>Take Fall semester BA 192 “Intro to CSR” </li></ul><ul><ul><li>Taught by Kevin Sweeney </li></ul></ul><ul><li>Enter CRB’s Gap Case Competition in the Spring </li></ul><ul><ul><li>Contact Joanna Trammell [email_address] </li></ul></ul><ul><li>Ask about CSR in your job interviews </li></ul><ul><li>Ask companies from whom you buy about their CSR </li></ul><ul><li>Be the internal company change agents once you get inside of companies </li></ul><ul><li>Start a CSR conversation- help tip CSR </li></ul>

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