DEN- 340951 Amir Hossein Ghazinoori چهارشنبه 27 دي 1391
- 1. * ﻛﺮﻳﻤﻰ ﺳﻤﻴﻪ
2835ﺷﻤﺎﺭﻩ ﻳﺎﺯﺩﻫﻢﺳﺎﻝ 91/10/27 ﺷﻨﺒﻪﭼﻬﺎﺭ
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ﻭﻳﮋﻩ ﭘﺮﻭﻧﺪﻩ
2835ﺷﻤﺎﺭﻩ ﻳﺎﺯﺩﻫﻢﺳﺎﻝ 91/10/27 ﺷﻨﺒﻪﭼﻬﺎﺭ
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ﻭﻳﮋﻩ ﭘﺮﻭﻧﺪﻩ
ﺷﺎﻫﺪ ﺟﻬﺎﻥ ،ﮔﺬﺷﺘﻪ ﺳﺎﻝ ﭘﻨﺠﺎﻩ ﻃﻰ
ﻓﺮﺁﻳﻨﺪ ﻋﻨــﻮﺍﻥ ﺗﺤﺖ ﺍﻧﻘﻼﺑﻰ ﻧﻴﺮﻭﻳــﻰ
ﺑﺎ .ﺍﺳــﺖ ﺑﻮﺩﻩ «ﺍﻗﺘﺼﺎﺩ ﺷــﺪﻥ »ﺟﻬﺎﻧﻰ
ﺍﻧﻘﻼﺏ ﺍﻳﻦ ﻣﺜﺒﺖ ﺟﻮﺍﻧﺐ ﺗﻤﺎﻣﻰ ﻭﺟﻮﺩ
ﺑﺮﺍﻯ ﻓﺮﺁﻳﻨﺪ ﺍﻳﻦ ﺣﺎﻝ ﻋﻴﻦ ﺩﺭ ،ﺟﻬﺎﻧــﻰ
ﺳــﻮﺩﻣﻨﺪ ﺑﺸــﺮﻯ ﺟﺎﻣﻌﻪ ﺍﻓﺮﺍﺩ ﺗﻤﺎﻣﻰ
ﺧﻂ ﺯﻳﺮ ﺟﻬﺎﻥ ﺟﻤﻌﻴﺖ ﺍﺯ ﻋﻈﻴﻤﻰ ﻛﺴﺮ ﻛﻤﺎﻛﺎﻥ .ﺍﺳــﺖ ﻧﺒﻮﺩﻩ
ﺭﺷــﺪ ﻭ ﺯﻣﺎﻥ ﮔﺬﺭ ﻭ ﻛﻨﻨﺪﻣﻰ ﺯﻧﺪﮔﻰ ﻓﻘﺮ ﻭﺍﻗﻌﻰ ﻭﻟﻴﻜﻦ ﻓﺮﺿﻰ
ﺑﺸﺮﻯﺟﻮﺍﻣﻊ ﻣﺸﻜﻼﺕ ﮔﺸﺘﻦ ﻣﺮﺗﻔﻊ ﺑﺎﻋﺚﻧﻴﺰﻫﺎﻣﻠﺖ ﺍﻗﺘﺼﺎﺩﻯ
ﺍﻓﺰﺍﻳﺶ ﻭ ﮔﺴﺘﺮﺵ ﺑﺎﻋﺚ ﺭﻭﻧﺪ ﺍﻳﻦ ﺩﻳﮕﺮ ﺳﻮﻯ ﺍﺯ .ﺍﺳﺖ ﻧﺸﺪﻩ
ﺍﻳﻦ ﻭ ﺍﺳﺖ ﺷﺪﻩ ﻛﺎﺭﻭﻛﺴﺐ ﺩﻧﻴﺎﻯ ﻗﺎﺑﻠﻴﺖ ﻭ ﻗﺪﺭﺕ ﭼﺸــﻤﮕﻴﺮ
ﺑﺮﺍﻯ ﺭﺍ ﭘﻴﺶ ﺍﺯ ﺑﻴﺶ ﻣﺴــﻮﻭﻟﻴﺘﻰ ،ﺍﻓﺰﻭﻥ ﺭﻭﺯ ِﻗﺎﺑﻠﻴﺖ ﻭ ﻗﺪﺭﺕ
.ﺍﺳﺖ ﺩﺍﺷﺘﻪ ﻫﻤﺮﺍﻩ ﺑﻪ ﺟﺎﻣﻌﻪ ﻗﺒﺎﻝ ﺩﺭ ﻛﺎﺭﻭﻛﺴﺐ ﺩﻧﻴﺎﻯ
ﻣﺪﻳﺮﻳــﺖ ﻧﻈــﺮﺍﻥﺻﺎﺣﺐ ﺍﺯ ﮔﺮﻭﻫــﻰ ،ﻓﻀﺎﻳــﻰ ﭼﻨﻴــﻦ ﺩﺭ
ﺍﺟﺘﻤﺎﻋﻰﻣﺴﻮﻭﻟﻴﺖﭘﻴﺮﺍﻣﻮﻥﻫﺎﺟﺪﻝﻭﺑﺤﺚﺁﻏﺎﺯﺩﺭ،ﻛﺎﺭﻭﻛﺴﺐ
ﺗﻮﺟﻪ ﻫﺮﮔﻮﻧﻪ ﺍﺯ ﻓﺎﺭﻍ ﺑﺎﻳﺪ ﻣﻘﻮﻟﻪ ﺍﻳﻦ ﻛﻪ ﺩﺍﺷﺘﻨﺪ ﺍﻋﺘﻘﺎﺩ ،ﻫﺎﺷﺮﻛﺖ
ﺗﻮﺟﻪ ﻣﻮﺭﺩ ﺻﻨﺎﻳﻊ ﺻﺎﺣﺒﺎﻥ ﻭ ﻣﺪﻳﺮﺍﻥ ﺗﻮﺳــﻂ ﺯﻳﺎﻥ ﻭ ﺳــﻮﺩ ﺑﻪ
ﺗﺠﺎﺭﺕ ﮔﺴــﺘﺮﺵ ﻛﻪ ﻧﻜﺘﻪ ﺍﻳﻦ ﮔﺮﻓﺘﻦ ﻧﻈﺮ ﺩﺭ ﺑﺎ ﺍﻣﺎ .ﮔﻴﺮﺩ ﻗﺮﺍﺭ
ﺩﺭ ﻭ ﻳﺎﻓﺘﻪﺗﻮﺳــﻌﻪ ﻛﺸــﻮﺭﻫﺎﻯ ﺟﺎﻧﺐ ﺍﺯ ﺟﻬﺎﻧﻰ ﻛﺎﺭﻭﻛﺴــﺐ ﻭ
ﺗﻮﺟﻴﻪ ،ﭘﺬﻳﺮﻓﺖ ﺻﻮﺭﺕ ﺩﺍﺭﻯﺳﺮﻣﺎﻳﻪ ﺑﺎﻭﺭﻫﺎﻯ ﻭ ﻗﻮﺍﻧﻴﻦ ﺳــﺎﻳﻪ
ﻛﺮﺩﻥ ﻫﺰﻳﻨﻪ ،ﺳﺎﺩﻩ ﺯﺑﺎﻥ ﺑﻪ .ﻧﻤﻮﺩﻣﻰ ﺩﺷــﻮﺍﺭ ﺑﺲ ﻛﺎﺭﻯ ﺍﻣﺮ ﺍﻳﻦ
ﺳﻮﺩ ﻛﺴﺐ ﺍﺯ ﻏﻴﺮ ﺑﻪ ﻣﻨﻈﻮﺭﻯ ﻭ ﻗﺼﺪ ﺑﻪ ﺳــﻬﺎﻣﺪﺍﺭﺍﻥ ﺳــﺮﻣﺎﻳﻪ
ﻣﻨﺘﺨﺐﻧﻤﺎﻳﻨﺪﮔﺎﻥﻛﻪﻣﺪﻳﺮﺍﻥﻭﻧﺪﺍﺷﺖﻣﺪﻳﺮﻳﺘﻰﺗﻮﺟﻴﻪﮔﻮﻧﻪﻫﻴﭻ
ﻗﺮﺍﺭ ﻣﻘﻮﻟﻪ ﺍﻳﻦ ﺗﻮﺟﻴﻪ ﺧﻄﺮ ﺩﺭ ﺭﺍ ﺧﻮﺩ ﻫﺮﮔﺰ ﺑﻮﺩﻧﺪ ﺳﻬﺎﻣﺪﺍﺭﺍﻥ
ﺩﺭ ﺭﺍ ﻛﺸﻮﺭﻣﺎﻥ ﻛﻨﻮﻧﻰ ﺷﺮﺍﻳﻂ ﺣﺪﻭﺩﻯ ﺗﺎ ﺑﺘﻮﺍﻥ ﺷﺎﻳﺪ .ﺩﺍﺩﻧﺪﻧﻤﻰ
ﻣﺮﺣﻠﻪ ﺍﻳﻦ ﻣﺸﺎﺑﻪ (ﺗﻮﺳﻌﻪ ﺣﺎﻝ ﺩﺭ ﻛﺸﻮﺭﻯ ﻋﻨﻮﺍﻥ )ﺑﻪ ﺯﻣﻴﻨﻪ ﺍﻳﻦ
ﺑﺰﺭﮔﺎﻥ ﺗﻔﻜﺮ ﺍﻣﺎ ،ﻧﻤﻮﺩ ﺍﺭﺯﻳﺎﺑﻰ ﻳﺎﻓﺘﻪ ﺗﻮﺳﻌﻪ ﻛﺸﻮﺭﻫﺎﻯ ﺩﺭ ﮔﺬﺍﺭ
ﺑﺴﻴﺎﺭ ﺭﺍﻫﻰ ﻧﻬﺎﻳﺖ ﺩﺭ ،ﻭﺍﺩﻯ ﺍﻳﻦ ﺩﺭ ﻛﺎﺭﻭﻛﺴﺐ ﻭ ﻣﺪﻳﺮﻳﺖ ﻋﻠﻮﻡ
ﺻﻨﺎﻳﻊ ﺻﺎﺣﺒﺎﻥ ﻭ ﻣﺪﻳﺮﺍﻥ ﺭﻭﻯ ﭘﻴﺶ ﺭﺍ ﺗﺎﺛﻴﺮﮔﺬﺍﺭ ﻭ ﻇﺮﻳﻒ ،ﺳﺎﺩﻩ
ﺑﻪ ﺭﺳﻴﺪﮔﻰ ﻃﺮﻳﻖ ﺍﺯ ﻣﻨﻔﻌﺖ ﻛﺴﺐ ﺟﺰ ﻧﺒﻮﺩ ﭼﻴﺰﻯ ﺁﻥ ﻭ ﺩﺍﺩ ﻗﺮﺍﺭ
«ﻧﻔﻌﺎﻥ»ﺫﻯ ﻫﻤﭽﻮﻥ ﺟﺪﻳﺪﻯ ﻣﻔﺎﻫﻴﻢ ﺷﺪﻥ ﻣﻄﺮﺡ .ﺍﺟﺘﻤﺎﻋﻰ ﺍﻣﻮﺭ
ﻛﺴﺐﺑﺮﺍﻯﺗﻼﺵﻛﻪﺷﺪﺑﺎﻋﺚ،«»ﺳﻬﺎﻣﺪﺍﺭﺍﻥﻛﻨﺎﺭﺩﺭﻛﺎﺭﻭﻛﺴﺐ
ﺳﻮﺩﺩﻫﻰ ﻛﺴﺐ ﺑﻪﻣﻌﻄﻮﻑ ﻧﮕﺎﻩ ﺟﺎﻳﮕﺰﻳﻦ ،ﻣﺪﺕﻃﻮﻻﻧﻰ ﻣﻨﻔﻌﺖ
ﻫﺎﻯﺷﺮﻛﺖ ﻛﻪ ﺑﻴﻨﻴﻢﻣﻰ ﺍﻣﺮﻭﺯﻩ ،ﺗﺮﺗﻴﺐ ﺍﻳﻦ ﺑﻪ .ﺷﻮﺩ ﻣﺪﺕﻛﻮﺗﺎﻩ
ﻭﺟﻮﻯﺟﺴﺖ ﺩﺭ ،ﻛﺎﺭﻭﻛﺴــﺐ ﻋﺮﺻﻪ ﺩﺭ ﻣﺪﺭﻥ ﺭﻭﻳﻜﺮﺩ ﺩﺍﺭﺍﻯ
ﺍﺟﺘﻤﺎﻋﻰ ﻣﺸﻜﻼﺕ ﻭ ﻣﺴــﺎﺋﻞ ﺗﺒﺪﻳﻞ ﺟﻬﺖ ﺭﺍﻫﺒﺮﺩﻯ ﺗﻔﻜﺮﺍﺕ
.ﻫﺴﺘﻨﺪ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﻓﺮﺻﺖ ﺑﻪ
ﻣﺪﺭﻥ ﻛﺎﺭﻭﻛﺴﺐ ﻛﻠﻴﺪﻯ ﺭﻛﻦ ﻧﻮﺁﻭﺭﻯ؛
ﻣﻄﺮﺡﻫﺎﻳﻰﺳﺎﻝﻋﻨﻮﺍﻥﺑﻪﻣﻴﻼﺩﻯ 90ﻭ 80ﺩﻫﻪﻫﺎﻯﺳﺎﻝﮔﺮﭼﻪ
ﺩﺭ ﻣﺎﻧﺪﮔﺎﺭﻯ ﺍﺻﻠﻰ ﻛﻠﻴﺪ «»ﻧﻮﺁﻭﺭﻯ ﻭ «»ﺗﻜﻨﻮﻟﻮژﻯ ﻛﻪ ﺷﻮﻧﺪﻣﻰ
ﺑﻴﺴﺖﻗﺮﻥﺩﻭﻡﺩﻫﺔﺩﺭﺍﻛﻨﻮﻥﻭﻟﻰ،ﺑﻮﺩﺟﻬﺎﻧﻰﻭﺩﺍﺧﻠﻰﺑﺎﺯﺍﺭﻫﺎﻯ
ﻣﻮﻓﻘﻴﺖﻣﻠﺰﻭﻣﺎﺕ ﺍﺯﻳﻜﻰﺗﻨﻬﺎﻭﺗﻨﻬﺎ«»ﺗﻜﻨﻮﻟﻮژﻯ،ﻣﻴﻼﺩﻯﻳﻚﻭ
ﻣﺪﺭﻥ ﺩﻧﻴﺎﻯ ﺩﺭ .ﺷﻮﺩﻣﻰ ﻣﺤﺴﻮﺏ ﺟﻬﺎﻧﻰ ﺳﻄﺢ ﺩﺭ ﻛﺎﺭﻭﻛﺴﺐ
ﺭﺷﺪﭘﻴﺶﺍﺯﺑﻴﺶﻭﻳﺎﺑﺪﻣﻰﻧﺠﺎﺕﻛﺎﺭﻯﻭﻛﺴﺐﺗﻨﻬﺎ،ﻛﺎﺭﻭﻛﺴﺐ
ﺩﺭ ﺧﻮﺩ ﺳﺎﺯﻣﺎﻥ ﺟﻮﺍﻧﺐ ﺗﻤﺎﻣﻰ ﺩﺭ ﺭﺍ ﻧﻮﺁﻭﺭﻯ ﺗﻔﻜﺮ ﻛﻪ ﻛﻨﺪﻣﻰ
،ﻛﺎﻏﺬ ﺭﻭﻯ ﻭﺍﻗﻌﻴﺖ ﺍﻳﻦ ﺑﻴﺎﻥ ﺳﺎﺩﮔﻰ ﺭﻏﻢﺑﻪ .ﺑﺎﺷــﺪ ﮔﺮﻓﺘﻪ ﻧﻈﺮ
ﺣﺘﻰ ﻛﻪ ﻫﺎﻳﻰﺷﺮﻛﺖ ﮔﺴﺘﺮﺵ ﻭ ﺳﺎﺯﻣﺎﻧﻰ ﻣﻔﺎﻫﻴﻢ ﭼﻨﻴﻦ ﻣﺪﻳﺮﻳﺖ
ﺟﻬﺎﻥ ﺍﻳﻦ ﻧﻘﺎﻁ ﺗﺮﻳﻦﺩﻭﺭﺍﻓﺘﺎﺩﻩ ﺩﺭ ﺑﺸﺮﻯ ﺟﻮﺍﻣﻊ ﺍﻗﺸﺎﺭ ﻓﻘﻴﺮﺗﺮﻳﻦ
ﻭ ﻇﺮﻳﻒ ،ﭘﻴﭽﻴﺪﻩ ﺑﺴﻴﺎﺭ ﺍﻣﺮﻯ ﺷﻮﻧﺪ ﺩﻟﺒﺴﺘﻪ ﻭ ﻭﺍﺑﺴﺘﻪ ﺁﻧﻬﺎ ﺑﻪ ﻧﻴﺰ
ﻫﺎﺳﺎﺯﻣﺎﻥ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﻮﻭﻟﻴﺖ ﻣﻘﻮﻟﻪ ﺩﺭ ﻧﻮﺁﻭﺭﻯ .ﺍﺳﺖ ﺩﺷﻮﺍﺭ
ﻗﺎﻋﺪﻩ ﺍﻳﻦ ﺍﺯ ﻧﻴﺰ (Corporate Social Responsibility)
ﻭ ﻫﺎﻧﻮﺁﻭﺭﻯ ﺍﺯ ﻣﺜﺎﻟﻰ ﻃﻰ ﺗﻮﺍﻥﻣﻰ ﺭﺍ ﺍﻣﺮ ﺍﻳﻦ .ﻧﻴﺴــﺖ ﻣﺴــﺘﺜﻨﻰ
ﺍﻃﻼﻋﺎﺕ ﺗﻜﻨﻮﻟﻮژﻯ ﻫﺎﻯﺷﺮﻛﺖ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﻮﻭﻟﻴﺖ ﺗﻔﻜﺮﺍﺕ
ﺍﻟﻤﻠﻠﻰﺑﻴﻦ ﻫﺎﻯﺷﺮﻛﺖ ﺧﺎﺹ ﻃﻮﺭ ﺑﻪ ﻛﺮﺩ؛ ﺑﺮﺭﺳﻰ ﺍﺭﺗﺒﺎﻃﺎﺕ ﻭ
ﺑﻪ ﻣﺎ ﺍﻛﺜﺮ ﻛﻪ ﺳﻴﺴﻜﻮ ﻭ IBM ،ﻣﺎﻳﻜﺮﻭﺳﺎﻓﺖ ﻫﻤﭽﻮﻥ ﻋﻈﻴﻤﻰ
ﻭ ﻣﺤﺼﻮﻻﺕ ﺑﺎ ﺷﺒﺎﻧﮕﺎﻩ ﺗﺎ ﺻﺒﺢ ﻫﻨﮕﺎﻡ ﺍﺯ ﺍﻟﺰﺍﻣﺎ ﺭﻭﺯﻣﺮﻩ ﺻﻮﺭﺕ
ﺯﻧﺪﮔﻰﻛﻪﮔﻔﺖﺗﻮﺍﻥﻣﻰﻳﻘﻴﻦﺑﻪﻭﻫﺴﺘﻴﻢﺍﺭﺗﺒﺎﻁﺩﺭﺁﻧﻬﺎﺧﺪﻣﺎﺕ
ﻭ ﺩﺷﻮﺍﺭ ﺧﺪﻣﺎﺕ ﻭ ﻣﺤﺼﻮﻻﺕ ﺍﻳﻦ ﺍﺯ ﭘﻮﺷﻰ ﭼﺸﻢ ﺑﺎ ﻣﺎ ﺍﻛﻨﻮﻥ
ﻫﺎﺷﺮﻛﺖ ﺍﻳﻦ ﻛﺎﺭﻭﻛﺴﺐ ﻃﺒﻴﻌﺖ ﺑﻨﺎﺑﺮ .ﺷــﻮﺩﻣﻰ ﻧﺎﻣﻤﻜﻦ ﺣﺘﻰ
ﺍﺳﺘﺮﺍﺗﮋﻯ ﺑﺮﺭﺳﻰ ،ﺍﻧﺴﺎﻧﻰ ﺟﻮﺍﻣﻊ ﺑﺎ ﺁﻧﻬﺎ ﮔﺴﺘﺮﺩﻩ ﺗﻤﺎﺱ ﺳﻄﺢ ﻭ
ﺍﻯﺟﺮﻗﻪﺗﻮﺍﻧﺪﻣﻰﻭﻧﻴﺴﺖﻟﻄﻒﺍﺯﺧﺎﻟﻰﺁﻧﻬﺎﺍﺟﺘﻤﺎﻋﻰﻣﺴﻮﻭﻟﻴﺖ
ﻛﻪ ﻣﻮﺳﺴﺎﺗﻰ ﻭ ﻫﺎﺷﺮﻛﺖ ﺑﺮﺍﻯ ﺳﺎﺯﻣﺎﻧﻰ ﻧﻮﻳﻦ ﺗﻔﻜﺮﺍﺕ ﺍﺯ ﺑﺎﺷﺪ
.ﺩﺍﺭﻧﺪ ﺭﺍ ﺟﻬﺎﻧﻰ ﺑﺎﺯﺍﺭﻫﺎﻯ ﺑﻪ ﻭﺭﻭﺩ ﺩﺍﻋﻴﻪ ﻭ ﻗﺼﺪ
ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ
IT ﻫﺎﻯﻏﻮﻝ ﺑﺮﺍﻯ ﺍﺳﺘﺮﺍﺗﮋﻳﻚ ﺍﻯﻣﻘﻮﻟﻪ
ﺗﻨﻬﺎ ﺳﺎﺯﻣﺎﻥ ﻫﺮ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﻮﻭﻟﻴﺖ ﻛﻪ ﭘﻨﺪﺍﺭﻧﺪﻣﻰ ﺑﺴــﻴﺎﺭﻯ
ﺑﺮﺧﺎﺳﺘﻪ ﺁﻥ ﺍﺯ ﺳﺎﺯﻣﺎﻥ ﻛﻪ ﺷﻮﺩﻣﻰ ﻣﻄﺮﺡ ﻛﺸﻮﺭﻯ ﻭ ﺟﺎﻣﻌﻪ ﺩﺭ
ﻣﺘﺤﺪﻩ ﺍﻳﺎﻻﺕ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﺎﺋﻞ ﺑﺎﻳﺪ ﻣﺎﻳﻜﺮﻭﺳﺎﻓﺖ ﻣﺜﻼ .ﺍﺳــﺖ
ﻣﺮﺩﻣﺎﻥ ﺑﻪ ﺗﻨﻬﺎ ﻭ ﻛﻨﺪ ﻋﻤﻞ ﺁﻥ ﻣﺒﻨﺎﻯ ﺑﺮ ﻭ ﺩﺍﺩﻩ ﻗــﺮﺍﺭ ﻣﺪﻧﻈــﺮ ﺭﺍ
ﻣﻘﻮﻟﻪ ﺷﺪ ﺍﺷﺎﺭﻩ ﻛﻪ ﻃﻮﺭﻫﻤﺎﻥ ﻭﻟﻰ .ﺑﺮﺳــﺎﻧﺪ ﺳﻮﺩ ﺧﻮﺩ ﻛﺸــﻮﺭ
ﺑﻴﺸــﺘﺮ ﺍﻛﻨﻮﻥ ﻫﻢ ﻛﺎﺭﻭﻛﺴــﺐ ﻋﺎﻟﻢ ﺩﺭ ﺍﺟﺘﻤﺎﻋــﻰ ﻣﺴــﻮﻭﻟﻴﺖ
ﻭ ﺍﺧﻼﻗﻰ ﺍﻯﻣﻘﻮﻟﻪ ﺗﺎ ﺷــﻮﺩﻣﻰ ﺑﺮﺷﻤﺮﺩﻩ ﺍﺳــﺘﺮﺍﺗﮋﻳﻚ ﺍﻯﻣﻘﻮﻟﻪ
ﺭﺍﻫﺒﺮﺩﻯ ﺍﻫﺪﺍﻑ ﺑﻪ ﻧﻴﻞ ﺟﻬﺖ ،ﺁﻥ ﺍﺯ ﺍﻯﺣﺮﻓﻪ ﻛﺎﺭﻫﺎﻯﻭﻛﺴــﺐ
(ﻣﺴﺘﻘﻴﻢ ﻣﺎﻟﻰ ﺳﻮﺩ ﻧﻪ )ﻭ ﻣﻨﻔﻌﺖ ﻛﺴﺐ ﺟﻬﺖ ﺍﻯﻭﺳﻴﻠﻪ ﻭ ﺧﻮﺩ
ﻋﻤﻠﻴﺎﺗﻰ ﻫﺮ ﺭﺍﻫﺒﺮﺩﻯ ﻣﺪﻳﺮﻳﺖ ﺍﺻﻮﻝ ﺑﺮﺍﺳﺎﺱ .ﻛﻨﻨﺪﻣﻰ ﺍﺳﺘﻔﺎﺩﻩ
ﺩﺭ ﻭ ﺷﺪﻩ ﺗﻌﻴﻴﻦ ﭘﻴﺶ ﺍﺯ ﺍﻫﺪﺍﻑ ﺑﻪ ﺭﺳﻴﺪﻥ ﺟﻬﺖ ﺭﺍ ﺳﺎﺯﻣﺎﻥ ﻛﻪ
ﻭ ﺭﺍﻫﺒﺮﺩﻯ ،ﺭﺳﺎﻧﺪ ﻳﺎﺭﻯ ﺳﺎﺯﻣﺎﻧﻰ ﻭ ﻛﺸﻮﺭﻯ ﻗﻮﺍﻧﻴﻦ ﭼﺎﺭﭼﻮﺏ
ﺁﻥ ﺑﻪ ﺗﻮﺟﻪ ﻭ ﺭﺳﻴﺪﮔﻰ ﻋﺪﻡ ﻧﺘﻴﺠﻪ ﻭ ﺷﻮﺩﻣﻰ ﺷﻤﺮﺩﻩ ﺍﺳﺘﺮﺍﺗﮋﻳﻚ
ﺭﻗﺎﺑﺖ ﺳﻄﺢ ﺩﺭ ﻭ ﺍﺳﺖ ﻛﻤﺘﺮ ﻣﻨﻔﻌﺖ ﻧﺘﻴﺠﻪ ﺩﺭ ﻭ ﺳﻮﺯﻯﻓﺮﺻﺖ
ﺭﺍ ﻓﺮﺻﺘﻰ ﻫﻴﭻ ﻛﻪ ﺷﻮﻧﺪﻣﻰ ﺷﻤﺮﺩﻩ ﻣﻮﻓﻖ ﻫﺎﻳﻰﺷــﺮﻛﺖ ﺟﻬﺎﻧﻰ
.ﻧﺪﻫﻨﺪ ﺩﺳﺖ ﺍﺯ ﺳﻄﺤﻰ ﻫﻴﭻ ﺩﺭ
،ﺭﺍﻫﺒﺮﺩﻯﻣﺪﻳﺮﻳﺖﻋﻠﻮﻡﻧﻈﺮﺍﻥﺻﺎﺣﺐﺗﺎﺛﻴﺮﮔﺬﺍﺭﺗﺮﻳﻦﺍﺯﺗﻦﺩﻭ
ﺭﺍﺑﻄﻪ ﺷــﺪﻧﺪ ﻣﻮﻓﻖ «ﻛﺮﺍﻣﺮ »ﻣــﺎﺭﻙ ﻭ «ﭘﻮﺭﺗﺮ »ﻣﺎﻳــﻜﻞ ﻳﻌﻨــﻰ
ﻛﻠﻰ ﺍﺳﺘﺮﺍﺗﮋﻯ ﺑﺎ ﺭﺍ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﻮﻭﻟﻴﺖ ﭘﺮﻭﺳﻪ ﺭﺳــﺎﻧﻰﻣﻨﻔﻌﺖ
ﺳﺎﺯﻣﺎﻧﻰ - ﺩﺍﺧﻞ ﻭ ﺳــﺎﺯﻣﺎﻧﻰ - ﺧﺎﺭﺝ ﺻﻮﺭﺕ ﺩﻭ ﺑﻪ ﺳــﺎﺯﻣﺎﻥ
ﻫﺎﻯﻓﻌﺎﻟﻴﺖ ﺷــﺪﻩ ﺍﺭﺍﺋﻪ ﻫﺎﻯﻣﺪﻝ ﺍﻳﻦ ﺍﺳــﺎﺱ ﺑﺮ .ﻛﻨﻨﺪ ﺗﻌﺮﻳﻒ
«ﺳــﺎﺯﻣﺎﻥ ﺍﺭﺯﺵ »ﺯﻧﺠﻴﺮﻩ ﺑﺮ ﻣﺜﺒﺖ ﺗﺎﺛﻴــﺮﻯ ﺑﺎﻳﺪ ﻳﺎ ﺍﺟﺘﻤﺎﻋــﻰ
ﺩﻫﻨﺪﻩﻳﺎﺭﻯ ﺑﺎﻳﺪ ﻳﺎ ﺑﺎﺷﺪ ﺩﺍﺷﺘﻪ (Business Value Chain)
ﻫﺴﺘﻨﺪ ﻣﻮﺍﺭﺩﻯ ﺗﻨﻬﺎ ﺩﻭ ﺍﻳﻦ ﻭ ﺑﺎﺷﺪ ﺍﺵﺭﻗﺎﺑﺘﻰ ﻣﺤﻴﻂ ﺩﺭ ﺳﺎﺯﻣﺎﻥ
ﺳــﺎﺯﻣﺎﻥ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴــﻮﻭﻟﻴﺖ ﻭ ﺧﻴﺮﻳﻪ ﺍﻣﻮﺭ ﺑﻴﻦ ﺗﻔﺎﻭﺕ ﻛــﻪ
ﺗﻜﻨﻮﻟﻮژﻯ ﻫﺎﻯﺷﺮﻛﺖ ﻣﻴﺎﻥﺍﻳﻦ ﺩﺭ.ﻛﻨﻨﺪﻣﻰﻣﺸﺨﺺ ﺭﺍ(CSR)
ﺭﺍ ﺧﻮﺩ ﻧﻮﺁﻭﺭﻯ ﻭ ﺗﻼﺵ ﻣﺒﻨﺎﻯ ﻣﻨــﻮﺍﻝ ﻫﻤﻴﻦ ﺑﺮ ﻧﻴﺰ ﺍﻃﻼﻋــﺎﺕ
ﻣﺴــﻮﻭﻟﻴﺖ ﺑﺮﻧﺎﻣﻪ ﺍﺯ ﺭﻗﺎﺑﺘﻰ ﻫﺎﻯﻣﺰﻳﺖ ﻭ ﻣﺜﺒﺖ ﺗﺎﺛﻴﺮﺍﺕ ﺍﻳﺠﺎﺩ
.ﺍﻧﺪﺩﺍﺩﻩ ﻗﺮﺍﺭ ﺧﻮﺩ ﺍﺟﺘﻤﺎﻋﻰ
ﻣﺴــﻮﻭﻟﻴﺖ ﺍﺑﺘﻜﺎﺭﺍﺕ ﺭﻭﻯ ﺑﺮ ﻛــﻪ ﭘﮋﻭﻫﺸــﻰ ﺭﺍﺳــﺘﺎ ﺍﻳﻦ ﺩﺭ
ﺣﻮﺯﻩ ﺩﺭ ﺩﻭﺭ ﭼﻨﺪﺍﻥ ﻧﻪ ﻛﺸﻮﺭﻫﺎﻳﻰ ﺩﺭ ﻫﺎﺷﺮﻛﺖ ﺍﻳﻦ ﺍﺟﺘﻤﺎﻋﻰ
ﺭﺍ ﺗﺎﻣﻠﻰ ﻗﺎﺑﻞ ﻭ ﺟﺎﻟﺐ ﻧﻜﺎﺕ ﺷــﺪ ﺍﻧﺠﺎﻡ ﻓﺎﺭﺱ ﻫﻤﻴﺸــﻪ ﺧﻠﻴﺞ
ﺩﻗﻴﻖ ﻫﺎﻳﻰ ﻣﺼﺎﺣﺒﻪ ﺷﺎﻣﻞ ﮔﺮﻓﺘﻪ ﺻﻮﺭﺕ ﭘﮋﻭﻫﺶ .ﺩﺭﺑﺮﺩﺍﺷﺖ
ﻧﻈﻴﺮ ﻛﺸﻮﺭﻫﺎﻳﻰ ﺩﺭ ﻫﺎﺷــﺮﻛﺖ ﺍﻳﻦ ﭘﺎﻳﻪ ﺑﻠﻨﺪ ﻣﺪﻳﺮﺍﻥ ﺑﺎ ﻋﻤﻴﻖ ﻭ
ﺑﺮﺭﺳﻰ ﻧﻴﺰ ﻭ ﻋﻤﺎﻥ ﻭ ﺑﺤﺮﻳﻦ ،ﻗﻄﺮ ،ﻛﻮﻳﺖ ،ﻋﺮﺑﻰ ﻣﺘﺤﺪﻩ ﺍﻣﺎﺭﺍﺕ
ﻛﺸــﻮﺭﻫﺎ ﺍﻳﻦ ﺩﺭ ﻫﺎﺷــﺮﻛﺖ ﺍﻳﻦ ﺍﺟﺘﻤﺎﻋﻰ ﻫﺎﻯﻓﻌﺎﻟﻴﺖ ﺩﻗﻴــﻖ
ِﺍﺟﺘﻤﺎﻋﻰﻣﺴﻮﻭﻟﻴﺖﺍﺑﺘﻜﺎﺭﺍﺕﻭﻫﺎﻓﻌﺎﻟﻴﺖﺗﻤﺎﻣﻰﻣﻴﺎﻥﺍﺯ.ﺑﺎﺷﺪﻣﻰ
ﺗﻤﺎﻣﻰﻛﻪﻛﻨﻴﻢﻣﻰﺍﺷﺎﺭﻩﻣﻮﺭﺩﻯﺑﻪﺗﻨﻬﺎﻣﻘﺎﻡﺍﻳﻦﺩﺭ،ﺷﺪﻩﺷﻨﺎﺳﺎﻳﻰ
ﭘﻴﮕﻴﺮﻯ ﻭ ﺗﻮﺟﻪ ﻣﻮﺭﺩ ﺟﺪﻯ ﻭ ﮔﺴﺘﺮﺩﻩ ﺑﺴــﻴﺎﺭ ﺻﻮﺭﺕ ﺑﻪ ﺁﻧﻬﺎ
ﺩﺭ ﺍﻧﺴﺎﻧﻰ ﻧﻴﺮﻭﻯ ﺁﻣﻮﺯﺵ ﺟﺰ ﻧﻴﺴــﺖ ﭼﻴﺰﻯ ﺁﻥ ﻭ ﺍﻧﺪﺩﺍﺩﻩ ﻗﺮﺍﺭ
ﭼﻨﺪﺍﻥ ﻣﻮﺿﻮﻉ ﺍﻳﻦ ﺍﻫﻤﻴﺖ ﺍﻭﻝ ﻭﻫﻠﻪ ﺩﺭ ﺷــﺎﻳﺪ .ﻛﺸــﻮﺭﻫﺎ ﺍﻳﻦ
ﺍﺑﺘﻜﺎﺭﻯ ﭼﮕﻮﻧﻪ ﺍﻳﻦ ﺑﭙﺮﺳﺪ ﺧﻮﺩ ﺍﺯ ﻛﺴﻰ ﺣﺘﻰ ﻳﺎ ﻧﺒﺎﺷﺪ ﺭﻭﺷﻦ
ﺷﻮﺩ؟ﻣﻰ ﺷﻤﺮﺩﻩ ﺍﻫﻤﻴﺖ ﺑﺎ ﻛﻪ ﺍﺳﺖ
ﻣﺎﻳﻜﺮﻭﺳﺎﻓﺖﻫﺎﻯﺷﺮﻛﺖﺍﺭﺷﺪﻣﺪﻳﺮﺍﻥﻛﻪﺭﺍﭘﺮﺳﺸﻰﺩﻭﺷﺎﻳﺪ
ﺍﻫﻤﻴﺖ ﺩﺭﻙ ﻗﺪﺭﺕ ﻛﺮﺩﻧﺪ ﻣﻄﺮﺡ ﻣﺼﺎﺣﺒﻪ ﻫﻨﮕﺎﻡ ﺩﺭ ﺳﻴﺴﻜﻮ ﻭ
ﺩﺭ ﺳﻴﺴﻜﻮ ﺗﻮﺳﻌﻪ ﻣﺪﻳﺮ .ﺩﻫﺪ ﻗﺮﺍﺭ ﻣﺎ ﺍﺧﺘﻴﺎﺭ ﺩﺭ ﺭﺍ ﻣﻮﺿﻮﻉ ﺍﻳﻦ
ﻭ ﺍﺭﺗﺒﺎﻃﺎﺗﻰ ﺧﻄﻮﻁ ﺩﺭﺻﺪ 80 ﺣﺪﻭﺩ ﺩﺭ ﻛــﻪ ﻛﺮﺩ ﻣﻄﺮﺡ ﺍﺑﺘــﺪﺍ
ﻭ ﻣﺤﺼﻮﻻﺕ ﺍﺯ ﻓﺎﺭﺱ ﺧﻠﻴﺞ ﺣﻮﺯﻩ ﻛﺸــﻮﺭﻫﺎﻯ ﺩﺭ ﺍﻃﻼﻋﺎﺗﻰ
ﺗﺼﻤﻴﻢﺷﺮﻛﺖﺍﻳﻦﻭﻛﻨﻨﺪﻣﻰﺍﺳﺘﻔﺎﺩﻩﺷﺮﻛﺖﺍﻳﻦﻫﺎﻯﺗﻜﻨﻮﻟﻮژﻯ
ﺳﺎﻝ ﺑﻴﺴﺖ ﺣﺪﺍﻗﻞ ﻃﻰ ، ﻧﺴﺒﺖ ﺍﻳﻦ ﺑﻴﺸﺘﺮ ﮔﺴﺘﺮﺵ ﺿﻤﻦ ﺩﺍﺭﺩ
ﻭﻯ .ﺑﻤﺎﻧﺪ ﺑﺎﻗﻰ ﺻﻨﻌــﺖ ﺍﻳﻦ ﭘﻴﺸــﺘﺎﺯ ﻭ ﺑﺮﻧﺪﻩ ﻋﻨﻮﺍﻥ ﺑﻪ ﺁﻳﻨــﺪﻩ
،ﺍﻧﺪﺍﺯﻯﺭﺍﻩ ﻧﺘﻮﺍﻧﺪ ﺩﻧﻴﺎ ﺳﻮﻯ ﺍﻳﻦ ﺩﺭ ﻛﺴﻰ ﺍﮔﺮ »ﺣﺎﻝ ﻛﻪ ﭘﺮﺳــﻴﺪ
ﺍﻧﺠﺎﻡ ﻫﺎﺳﺎﻝ ﺍﻳﻦ ﻃﻰ ﺭﺍ ﻣﺎ ﻫﺎﻯﺳﻴﺴــﺘﻢ ﻧﮕﻬﺪﺍﺭﻯ ﻭ ﺗﻌﻤﻴﺮﺍﺕ
ﻣﻌﻘﻮﻝ ﺍﻯ ﻫﺰﻳﻨﻪ ﺑﺎ ﻫﺪﻑ ﺍﻳﻦ ﺑﻪ ﺗﻮﺍﻧﺪﻣﻰ ﻣﺎ ﺷــﺮﻛﺖ ﺁﻳﺎ ،ﺩﻫﺪ
«.ﺧﻴﺮ ﻳﻘﻴﻦ ﻭ ﻗﻄﻊ ﻃﻮﺭ ﺑﻪ ﻳﺎﺑﺪ؟ ﺩﺳﺖ
ﺷــﺮﻛﺖ ﺍﻳﻦ ﻛﻪ ﮔﻴﺮﺩﻣﻰ ﺻﻮﺭﺕ ﺣﺎﻟــﻰ ﺩﺭ ﺍﻇﻬﺎﺭﺍﺕ ﺍﻳــﻦ
ﻭ ﻛﺎﺭ ﻧﻴﺮﻭﻯ ﺭﺍﻳــﮕﺎﻥ ِﺁﻣﻮﺯﺵ ﺑﻪ ﺍﻗﺪﺍﻡ ﮔﺴــﺘﺮﺩﻩ ﺍﻯﺑﺮﻧﺎﻣــﻪ ﺩﺭ
ﻛﺸﻮﺭﻫﺎ ﺍﻳﻦ ﺩﺭ «»ﺳﻴﺴﻜﻮ ﻫﺎﻯﺳﻴﺴــﺘﻢ ﺍﻯﺣﺮﻓﻪ ﻫﺎﻯﺗﻜﻨﺴﻴﻦ
ﻛﺸﻮﺭﻫﺎﻯﺍﺟﺘﻤﺎﻋﻰﻣﺴﻮﻭﻟﻴﺖﺍﺭﺷﺪﻣﺪﻳﺮﺩﻳﮕﺮﺳﻮﻯﺍﺯ.ﻛﻨﺪﻣﻰ
ﺁﻣﻮﺯﺵ ﺑﻪ ﺍﻗﺪﺍﻡ ﻧﻴﺰ ﺍﻭ ﺷﺮﻛﺖ ﻛﻪ ﻣﺎﻳﻜﺮﻭﺳــﺎﻓﺖ ﻓﺎﺭﺱ ﺧﻠﻴﺞ
ﻭﻳﻨﺪﻭﺯ ﺑﺎ ﻣﺮﺗﺒﻂ ﻫﺎﻯﺳﻴﺴﺘﻢ ﻛﺎﺭﺑﺮﻯ ﺟﻬﺖ ﻛﺎﺭ ﻧﻴﺮﻭﻯ ﺭﺍﻳﮕﺎﻥ
ﻃﻰ ﻛﻪ ﺑﺎﺷﻢ ﻣﻄﻤﺌﻦ ﺗﻮﺍﻧﻢﻣﻰ ﭼﮕﻮﻧﻪ »ﻣﻦ :ﭘﺮﺳــﺪﻣﻰ ﻧﻤﺎﻳﺪﻣﻰ
ﺻﻨﻌﺖ ﺩﺭ ﺗﺮﻳﻦﺻﺮﻓﻪ ﺑــﺎ ﻣﺎ ﻣﺤﺼﻮﻻﺕ ﻛﻤــﺎﻛﺎﻥ ﺁﻳﻨﺪﻩ ﺩﻫــﻪ
ﻓﺮﺍﻭﺍﻥ ﺑﺎﺯﺍﺭ ﺩﺭ ﺩﻳﺪﻩ ﺁﻣﻮﺯﺵ ﻛﺎﺭﺑــﺮﺍﻥ ﺍﮔﺮ ﺗﻨﻬﺎ ﻣﺎﻧﺪ؟ﻣﻰ ﺑﺎﻗــﻰ
«.ﺑﺎﺷﻨﺪ
ﺟﻤﻠﻪ ﺍﺯ .ﻛﻨﻴــﺪ ﺗﻮﺟﻪ ﺍﺑﺘﻜﺎﺭﺍﺕ ﺍﻳــﻦ ﺍﺑﻌﺎﺩ ﺗﻤﺎﻣﻰ ﺑــﻪ ﺣــﺎﻝ
ﻛﺸــﻮﺭﻫﺎﻯ ﺩﺭ ﺍﺟﺘﻤﺎﻋﻰ ﻭ ﺩﻭﻟﺘﻰ ﻫــﺎﻯ ﺩﻏﺪﻏﻪ ﻭ ﻣﺸــﻜﻼﺕ
ﻭ ﺷــﻐﻞ ﺍﻳﺠﺎﺩ ،ﺟﻮﺍﻥ ﻗﺸــﺮ ﺁﻣﻮﺯﺵ ﺑﺤﺚ ﻓﺎﺭﺱ ﺧﻠﻴﺞ ﺣﻮﺯﻩ
ﺍﮔﺮ ﻛﺸﻮﺭﻫﺎ ﺍﻳﻦ ﺩﺭ ﺩﻭﻟﺘﻰ ﻫﺎﻯﺳﻴﺎﺳﺖ ﺑﻨﺎﺑﺮ .ﺑﺎﺷﺪﻣﻰ ﻛﺎﺭ ﺑﺎﺯﺍﺭ
ﺩﺭ ﺭﺍ ﺧﻮﺩ ﻣﻨﺎﺑﻊ ﻭ ﻫﺎﻗﺎﺑﻠﻴﺖ ﻣﻮﺍﺭﺩ ﺍﻳﻦ ﺩﺭ ﺧﺎﺭﺟﻰ ﻫﺎﻯﺷﺮﻛﺖ
ﺍﻯﻋﺪﻳﺪﻩ ﻣﺰﺍﻳﺎﻯ ﺍﺯ ﮔﻴﺮﻧﺪ ﻛﺎﺭﺑﻪ ﺟﺎﻣﻌــﻪ ﻳﺎﺭﻯ ﻭ ﻛﻤﻚ ﺟﻬﺖ
ﻋﻴﻦ ﺩﺭ .ﺷﻮﻧﺪﻣﻰ ﻣﻨﺪﺑﻬﺮﻩ ﺳﻴﺎﺳﻰ ﻭ ﻣﺎﻟﻴﺎﺗﻰ ﻫﺎﻯﺣﻤﺎﻳﺖ ﻧﻈﻴﺮ
ﻛﺎﺭﺁﻓﺮﻳﻨﻰ ﻭ ﺁﻣــﻮﺯﺵ ﺣﺎﻝ ﺩﺭ ﻛﻪ ﺷــﺮﻛﺘﻰ ﺭﺍﻧﺪﻥ ﺑﻴﺮﻭﻥ ﺣﺎﻝ
ﺁﻥ ﻭﺍﺳــﻄﻪ ﺑﻪ ﻭ ﺑﺎﺷــﺪﻣﻰ ﺟﺎﻣﻌﻪ ﺍﻓﺮﺍﺩ ﺍﺯ ﻧﻔــﺮ ﻫﺰﺍﺭﺍﻥ ﺑــﺮﺍﻯ
ﮔﺰﺍﻑ ﻋﻮﺍﻗﺐ ﺳــﺎﺧﺘﻪ ﺧﻮﺩ ﺑﺮﺍﻯ ﺍﺟﺘﻤﺎﻋﻰ ﺍﺣﺘﺮﺍﻣﻰ ﻭ ﺟﺎﻳﮕﺎﻩ
ﺗﺼﻮﺭ ﺭﺍ ﺭﻗﺒﺎﻳﻰ ﺩﻳﮕﺮ ﺳﻮﻯ ﺍﺯ .ﺩﺍﺷﺖ ﺧﻮﺍﻫﺪ ﭘﻰ ﺩﺭ ﺍﺟﺘﻤﺎﻋﻰ
.ﻛﻨﻨﺪ ﻛﺴﺐ ﻛﺸــﻮﺭﻫﺎ ﺍﻳﻦ ﺑﺎﺯﺍﺭ ﺍﺯ ﺳــﻬﻤﻰ ﺧﻮﺍﻫﻨﺪﻣﻰ ﻛﻪ ﻛﻨﻴﺪ
ﺍﺻﻠﻰ ﻃﺒﻴﻌﺖ ﺣﺴــﺐ ﺑﺮ ﺻﻨﻌﺘﻰ ﺻﺎﺣــﺐ ﻭ ﺩﺍﺭﺳــﺮﻣﺎﻳﻪ ﻫﺮ
ﺩﺭ ﺭﺍ ﺑﻮﺩﻥ ﺻﺮﻓﻪ ﺑﻪ ﺧﻮﺩ ﻛﺎﺭﻯ ِﺯﻭﺍﻳﺎﻯ ﺗﻤﺎﻣﻰ ﻛﺎﺭﺩﺭﻭﻛﺴــﺐ
ﻫﺮ ﺩﺭ ﻫﺎﺷﺮﻛﺖ ﺍﻳﻦ ﻫﺎﻯﺗﻜﻨﺴﻴﻦ ﻭ ﻛﺎﺭﺑﺮﺍﻥ ﺍﮔﺮ .ﮔﻴﺮﺩﻣﻰ ﻧﻈﺮ
ﺑﺮﺍﻯ ﻫﺰﻳﻨﻪ ﻭ ﺯﻣﺎﻥ ﻟﺤﺎﻅ ﺍﺯ ﺁﻳﺎ ،ﺑﺎﺷــﻨﺪ ﺩﺍﺷﺘﻪ ﺣﻀﻮﺭ ﺷــﻬﺮﻯ
ﺭﻗﺎﺑﺖ ﺟﻬﺖ ﻣﺠﺎﻟﻰ (ﺑﺮﺗﺮ ﻫﺎﻯﺗﻜﻨﻮﻟﻮژﻯ ﺑﺎ ﺭﻗﺒﺎﻳﻰ )ﺣﺘﻰ ﺭﻗﺒﺎ
ﺩﺍﺷﺖ؟ ﺧﻮﺍﻫﺪ ﻭﺟﻮﺩ
ﻋﻴﻦ ﺩﺭ ،ﺍﻃﻼﻋــﺎﺕ ﺗﻜﻨﻮﻟــﻮژﻯ ﻫﺎﻯﺷــﺮﻛﺖ ﺍﺑﺘــﻜﺎﺭ ﺍﻳــﻦ
ﺍﻯﮔﻮﻧﻪﺑﻪﻧﻴﺰﺭﺍﻛﺎﺭﻭﻛﺴﺐﻣﻨﻔﻌﺖ،ﺟﺎﻣﻌﻪﻭﻣﺮﺩﻡﺑﻪﺳﻮﺩﺭﺳﺎﻧﻰ
ﺍﺯ ﻛﺎﻣﻞ ﻣﺼﺪﺍﻗﻰ ﻋﻨﻮﺍﻥ ﺑﻪ ﺗﻮﺍﻧﺪﻣﻰ ﻭ ﺍﺳــﺖ ﻧﻤﻮﺩﻩ ﺗﺎﻣﻴﻦ ﺯﻳﺒﺎ
.ﮔﻴﺮﺩ ﻗﺮﺍﺭ ﺗﻮﺟﻪ ﻣﻮﺭﺩ ﻫﺎﺳﺎﺯﻣﺎﻥ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﻮﻭﻟﻴﺖ ﻣﻔﻬﻮﻡ
ﻣﻮﻧﺎﺵ ﺩﺍﻧﺸﮕﺎﻩ _ ﻣﺪﻳﺮﻳﺖ ﺩﻛﺘﺮﺍﻯ ﺩﺍﻧﺸﺠﻮﻯ
(amir.ghazinoori@gmail.com)
ﻓﺮﺍﻫﻢ ،21 ﻗــﺮﻥ ﭼﺎﻟﺶ ﺗﺮﻳﻦﺑﺰﺭگ
ﺯﻧﺪﮔﻰ ﻣﻨﺎﺳــﺐ ﺍﺳــﺘﺎﻧﺪﺍﺭﺩﻫﺎﻯ ﻛﺮﺩﻥ
ﺑﺪﻭﻥ ﺩﻧﻴﺎ ﺟﻤﻌﻴﺖ ﻣﻴﻠﻴﺎﺭﺩ ﻫﻔﺖ ﺑــﺮﺍﻯ
ﻳﺎ ﺯﻳﺴــﺖ ﻣﺤﻴﻂ ﻭ ﺯﻣﻴﻦ ﻣﻨﺎﺑﻊ ﻧﺎﺑﻮﺩﻯ
ﻭ ﺑﺪﻫﻰ ﺍﺯ ﺑﺎﻻﻳﻰ ﺣﺠــﻢ ﺑﺎﺭﺁﻭﺭﺩﻥ ﺑــﻪ
ﺑﺮﺍﻯ .ﺍﺳﺖ ﻫﺎﺩﻭﻟﺖ ﺑﺮﺍﻯ ﻭﺭﺷﻜﺴﺘﮕﻰ
،ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﺑﻨﮕﺎﻩ ﻧﻴﺰ ﻭ ﻫﺎﺩﻭﻟﺖ ،ﺍﺳﺘﺎﻧﺪﺍﺭﺩﻯ ﭼﻨﻴﻦ ﺑﻪ ﺩﺳﺘﻴﺎﺑﻰ
ﺯﻳﺴﺖ ﻣﺤﻴﻂ ﺑﻪ ﻫﻢ ﻛﻪ ﺩﺍﺭﻧﺪ ﻧﻴﺎﺯ ﭘﺎﻳﺪﺍﺭﻯ «ﺭﺷﺪ ﻫﺎﻯ»ﻣﺪﻝ ﺑﻪ
.ﺑﺎﺷﺪ ﻛﺮﺩﻩ ﺗﻮﺟﻪ ﺍﻗﺘﺼﺎﺩ ﺩﺭ ﺗﻌﺎﺩﻝ ﺑﻪ ﻫﻢ ﻭ
ﻫﻤﮕﻰ ،ﺩﻳﺠﻴﺘﺎﻝ ﻫــﺎﻯﻓﻨﺎﻭﺭﻯ ﺗﻮﻟــﺪ ﻭ ﻛﺸــﺎﻭﺭﺯﻯ ﺍﻧﻘﻼﺏ
ﺳﺒﺐ ﺑﻪ ﺍﻣﺎ ﺍﺳﺖ ﺁﻭﺭﺩﻩ ﻭﺟﻮﺩﺑﻪ ﻣﺎ ﺯﻧﺪﮔﻰ ﺩﺭ ﺍﻯﻋﻤﺪﻩ ﺗﺤﻮﻻﺕ
ﻭﺿﻌﻴﺖ ﻧﻴﺰ ﻭ ﻃﺒﻴﻌﻰ ﻫﺎﻯﺳﺮﻣﺎﻳﻪ ﻭ ﺯﻳﺴﺘﻰ ﺗﻨﻮﻉ ﺑﻪ ﺗﻮﺟﻬﻰﻛﻢ
ﻭﺟﻮﺩ ﺑﻪ ﺷــﺮﺍﻳﻂ ﻣﺠﻤﻮﻉ ﺩﺭ ،ﺩﺭﺁﻣــﺪﻛﻢ ﻫﺎﻯﮔﺮﻭﻩ ﻋﻤﻮﻣــﻰ
ﻭ ﻫﺎﺷﺮﻛﺖ ،ﻭﺿﻌﻴﺖ ﭼﻨﻴﻦ ﺩﺭ .ﺍﺳﺖ ﺷــﻜﻨﻨﺪﻩ ﻭ ﻧﺎﭘﺎﻳﺪﺍﺭ ﺁﻣﺪﻩ
،ﮔﺮﺳﻨﮕﻰ ﻫﺎﻯﺑﺤﺮﺍﻥ ﺑﻪ ﻧﺴــﺒﺖ ﺗﻮﺍﻧﻨﺪﻧﻤﻰ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﺑﻨﮕﺎﻩ
ﮔﻮﻧﻪﺍﻳﻦﻭﺑﻤﺎﻧﻨﺪﺗﻔﺎﻭﺕﺑﻰﺯﻳﺴﺖﻣﺤﻴﻂﺗﺨﺮﻳﺐﻭﺑﻴﻤﺎﺭﻯ،ﻓﻘﺮ
ﻣﻄﺮﺡ «ﻫﺎﺷﺮﻛﺖ ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯ»ﻣﺴﻮﻭﻟﻴﺖ ﺑﺤﺚ ﻛﻪ ﺍﺳــﺖ
ﺑﺤﺚ ﺑﻪ ﻛﻪ ﺧﻮﺷﻨﺎﻡ ﭼﻨﺪﻣﻠﻴﺘﻰ ﻫﺎﻯﺷــﺮﻛﺖ ﺍﺯ ﻳﻜﻰ .ﺷــﻮﺩﻣﻰ
ﺗﻮﺳﻌﻪ ﺑﺤﺚ ﻭ ﺩﺍﺷﺘﻪ ﺍﻯﻭﻳﮋﻩ ﺗﻮﺟﻪ ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ
،ﺩﺍﺩﻩ ﻗﺮﺍﺭ ﺧﻮﺩ ﻛﺎﺭ ﻭ ﻛﺴــﺐ ﻫﺎﻯﺍﺳــﺘﺮﺍﺗﮋﻯ ﺑﻄﻦ ﺩﺭ ﺭﺍ ﭘﺎﻳﺪﺍﺭ
.ﺍﺳﺖ (unilever) «ﻭﺭ.ﻟﻪ.»ﻳﻮﻧﻰ ﺷﺮﻛﺖ
ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﮔﻴﺮﻯﺷﻜﻞ
ﻣﻌﺮﻭﻑ ﺑﺮﻧﺪ 400ﺍﺯ ﺑﻴﺶ ﻣﺎﻟﻚ ﺣﺎﺿﺮ ﺣﺎﻝ ﺩﺭ ﻛﻪ ﺷﺮﻛﺖ ﺍﻳﻦ
ﺗﻮﻟﻴﺪ ﻣﺨﺘﻠﻒ ﻫﺎﻯﺣﻮﺯﻩ ﺩﺭ ،ﺍﺳﺖ ﺩﻧﻴﺎ ﻣﺨﺘﻠﻒ ﻛﺸــﻮﺭﻫﺎﻯ ﺩﺭ
ﻓﻌﺎﻟﻴﺖ ﺑﻬﺪﺍﺷﺘﻰ ﻣﺤﺼﻮﻻﺕ ﻭ ﻧﻮﺷﻴﺪﻧﻰ ،ﻏﺬﺍﻳﻰ ﻫﺎﻯﻓﺮﺁﻭﺭﺩﻩ
ﻳﻮﺭﻭ ﻣﻴﻠﻴﺎﺭﺩ ﻳﻚ ﺍﺯ ﺑﻴﺶ ،ﺑﺮﻧﺪ 400 ﺍﻳﻦ ﺍﺯ ﺑﺮﻧﺪ 12 ﺗﻨﻬﺎ .ﺩﺍﺭﺩ
ﺗﺎ ﺧﻮﺭﺍﻛﻰ ﻣﺤﺼﻮﻻﺕ ﺍﺯ ﺩﻳﮕﺮ ﺑﻴﺎﻥ ﺑﻪ .ﺩﺍﺭﻧﺪ ﻓﺮﻭﺵ ﺳــﺎﻝ ﺩﺭ
ﺯﻧﺪﮔﻰ ﺍﺯ ﺟﺰﺋﻰ ﺷﺮﻛﺖ ﺍﻳﻦ ﺑﺮﻧﺪﻫﺎﻯ ،ﺑﻬﺪﺍﺷــﺘﻰ ﻣﺤﺼﻮﻻﺕ
.ﺍﺳﺖ ﺑﻮﺩﻩ ﺩﻧﻴﺎ ﻛﺸﻮﺭ ﻫﺎﺩﻩ ﺩﺭ ﻫﺎﺧﺎﻧﻮﺍﺩﻩ ﺭﻭﺯﻣﺮﻩ
ﺷﺮﻛﺖ ﺷﺪﻥ ﺍﺩﻏﺎﻡ ﺍﺯ 1930 ﺳــﺎﻝ ﺩﺭ ،ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﺷــﺮﻛﺖ
ﺷﺮﻛﺖ ﻭ (Lever Brothers) ﺻﺎﺑﻮﻥ ﺗﻮﻟﻴﺪﻛﻨﻨﺪﻩ ﺍﻧﮕﻠﻴﺴــﻰ
.ﺷﺪ ﺗﺎﺳﻴﺲ (Margarine Unie) ﺳﺎﺯﻯَﺮﻩﻛ ﻫﻠﻨﺪﻯ
ﺩﻧﻴﺎ ﻛﺸﻮﺭ 100 ﺩﺭ ﻛﺎﺭﻣﻨﺪ ﻫﺰﺍﺭ 174 ﺣﺪﻭﺩ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﺍﻣﺮﻭﺯﻩ
ﻛﻨﻨﺪﻩﺗﺎﻣﻴﻦ ﻭ ﻛﻨﻨﺪﻩﺗﻮﺯﻳﻊ ﻫﺰﺍﺭﺍﻥ ﺍﺯ ﻭ ﺩﺍﺭﺩ ﺧﻮﺩ ﺍﺳﺘﺨﺪﺍﻡ ﺩﺭ ﺭﺍ
ﺍﺯ ﺑﻌﻀﻰ .ﻛﻨﺪﻣﻰ ﺣﻤﺎﻳــﺖ ﻗﺮﺍﺭﺩﺍﺩﻯ ﻫﺎﻯﮔﺮﻭﻩ ﻭ ﺍﻭﻟﻴــﻪ ﻣﻮﺍﺩ
،ﺩﺍﺭﺩ ﻣﺎﻟﻴﻜﺖ ﺗﺤــﺖ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﻛﻪ ﺑﺮﻧﺪﻫﺎﻳﻰ ﺗﺮﻳــﻦﻣﻌﺮﻭﻑ
ﻓﻠﻮﺭﺍ ﻭ ﺁپ ﻛﻠﻮﺯ ،ﺭﻛﺴﻮﻧﺎ ،ﺳﻴﻠﻚ ﺳﺎﻥ ،ﻟﻴﭙﺘﻮﻥ ،ﺩﺍﻭ :ﺍﺯ ﻋﺒﺎﺭﺗﻨﺪ
ﻣﺤﺼﻮﻻﺕ ﺍﺯ ﻧﻔﺮ ﻣﻴﻠﻴﺎﺭﺩ ﻳﻚ ﺑﺮ ﺑﺎﻟﻎ ﺭﻭﺯﺍﻧﻪ ،ﺁﻣﺎﺭﻫﺎ ﺑﺮﺍﺳــﺎﺱ
ﻣﻴﺰﺍﻥ ﺍﻳﻦ ﺗﺎﻛﻨﻮﻥ ﺷﺮﻛﺘﻰ ﻫﻴﭻ ﻛﻪ ﻛﻨﻨﺪﻣﻰ ﺍﺳــﺘﻔﺎﺩﻩ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ
ﺳﺎﻝ ﺩﺭ ﺗﻨﻬﺎ ﺷﺮﻛﺖ ﺍﻳﻦ ﻣﺎﻟﻰ ﮔﺮﺩﺵ .ﺍﺳﺖ ﻧﺪﺍﺷﺘﻪ ﻛﻨﻨﺪﻩﻣﺼﺮﻑ
.ﺍﺳﺖ ﺑﻮﺩﻩ ﻳﻮﺭﻭ ﻣﻴﻠﻴﺎﺭﺩ ﻧﻴﻢ ﻭ 46 ﺣﺪﻭﺩ ﭼﻴﺰﻯ 2011
،ﺷﺪﻩ ﺷﺮﻛﺖ ﺍﻳﻦ ﺧﻮﺷﻨﺎﻣﻰ ﻭ ﻣﻮﻓﻘﻴﺖ ﺳــﺒﺐ ﻛﻪ ﭼﻴﺰﻯ ﺍﻣﺎ
،ﻧﺒﻮﺩﻩ ﻫﺎﻳﺶﻓﻌﺎﻟﻴﺖ ﮔﺴــﺘﺮﺩﮔﻰ ﻭ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﻣﻮﻓﻘﻴﺖ ﺗﻨﻬﺎ
ﺟﻬﺎﻧﻰ ﻫﺎﻯﭼﺎﻟﺶ ﺑﻪ ﻧﺴﺒﺖ ﻛﻪ ﺍﺳﺖ ﺍﻯﻣﺴﻮﻭﻻﻧﻪ ﺭﻭﻳﻜﺮﺩ ﺑﻠﻜﻪ
ﺗﻐﻴﻴﺮﺍﺕ ﻧﻴﺰ ﻭ ﺳﺎﻟﻢ ﺁﺏ ﻛﻤﺒﻮﺩ ،ﺳﻮءﺗﻐﺬﻳﻪ ،ﺑﻬﺪﺍﺷﺖ ﻛﻤﺒﻮﺩ ﻧﻈﻴﺮ
ﺗﻮﻟﻴﺪﺍﺕ ﺗﻮﺳﻌﻪ ﻫﺎﻯﻃﺮﺡ ﺑﻪ ﺗﻮﺟﻪ .ﺍﺳﺖ ﺩﺍﺷــﺘﻪ ﻫﻮﺍﻳﻰ ﻭ ﺁﺏ
ﻭﺍﺭﺩ ﺯﻳﺴﺖ ﻣﺤﻴﻂ ﺑﻪ ﺿﺮﺭ ﻭ ﺯﻳﺎﻥ ﻛﻤﺘﺮﻳﻦ ﺍﻳﻨﻜﻪ ﺑﺪﻭﻥ ﺷﺮﻛﺖ
ﻋﻨﻮﺍﻥ ﺑﻪ ﻛﺸﺎﻭﺭﺯﺍﻥ ﺑﺎ ﻫﻤﻜﺎﺭﻯ ﻫﺪﻑ ﺑﺎ ﻫﺎﻳﻰﻃﺮﺡ ﻛﻨﺎﺭ ﺩﺭ ،ﺷﻮﺩ
ﺍﻗﺪﺍﻣﺎﺗﻰ ﺟﻤﻠﻪ ﺍﺯ ،ﺷﺮﻛﺖ ﺍﻳﻦ ﻧﻴﺎﺯ ﻣﻮﺭﺩ ﺧﺎﻡ ﻣﻮﺍﺩ ﻛﻨﻨﺪﮔﺎﻥﺗﺎﻣﻴﻦ
ﺩﺍﺷﺘﻪ ﻗﺮﺍﺭ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﺗﻮﺟﻪ ﻣﻮﺭﺩ ﺍﺧﻴﺮ ﺳﺎﻝ 20 ﻃﻰ ﻛﻪ ﺍﺳﺖ
ﻫﺎﻯﺑﺮﻧﺎﻣﻪ ﺑﺮﮔﺰﺍﺭﻯ ،ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﺑﻪ ﺗﻮﺟﻪ ﻫﻤﭽﻨﻴﻦ .ﺍﺳﺖ
،ﺗﻮﺍﻧﻤﻨﺪﺳــﺎﺯﻯ ﻭ ﺗﻐﺬﻳﻪ ،ﺑﻬﺪﺍﺷــﺖ ﺍﺭﺗﻘﺎﻱ ﻣﻨﻈﻮﺭ ﺑﻪ ﻣﺨﺘﻠﻒ
ﺍﺯ ،ﺯﻳﺴــﺖ ﻣﺤﻴﻂ ﺣﻮﺯﻩ ﺩﺭ ﺑﺨﺸــﻰﺁﮔﺎﻫﻰ ﻫﺎﻯﺑﺮﻧﺎﻣﻪ ﻛﻨﺎﺭ ﺩﺭ
ﻓﻌﺎﻟﻴﺖ ﺧﻼﻝ ﺩﺭ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﻛﻪ ﺍﺳــﺖ ﻫﺎﻳﻰﺑﺮﻧﺎﻣﻪ ﺩﻳﮕﺮ ﺟﻤﻠﻪ
ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ .ﻛﻨﺪﻣﻰ ﺩﻧﺒﺎﻝ ﺩﻧﻴﺎ ﻣﺨﺘﻠﻒ ﻧﻘﺎﻁ ﺩﺭ ﺧﻮﺩ ﺍﻗﺘﺼــﺎﺩﻯ
ﻣﺘﻨﻮﻋﻰ ﻭ ﮔﺴﺘﺮﺩﻩ ﻣﺼﺮﻑ ﺑﺎﺯﺍﺭ ﻛﻪ ﻫﺎﻳﻰﺷﺮﻛﺖ ﺳﺎﻳﺮ ﻣﺎﻧﻨﺪ ﻧﻴﺰ
ﻫﺎﻯﺍﻭﻟﻮﻳﺖ ﻭ ﻧﻴﺎﺯﻫﺎ ﺩﺭﺑﺎﺭﻩ ﺗﺤﻘﻴﻘﺎﺕ ﺍﻧﺠﺎﻡ ﺑﻪ ﻫﻤﻮﺍﺭﻩ ،ﺩﺍﺭﻧــﺪ
ﻛﻪ ﺍﻃﻼﻋﺎﺕ ﺩﺳﺘﻪ ﺍﻳﻦ ﺍﻣﺎ .ﺍﺳﺖ ﭘﺮﺩﺍﺧﺘﻪ ﺧﻮﺩ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ
ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﺍﻧﺘﻈﺎﺭﺍﺕ ﻭ ﺯﻧﺪﮔــﻰ ﻫﺎﻯﺷــﻴﻮﻩ ،ﻧﻴﺎﺯﻫﺎ ﺩﺭﺑﺎﺭﻩ
ﺑﻪ ﻭ ﺗﻮﻟﻴﺪ ﭼﺮﺧﻪ ﻛﺮﺩﻥ ﺭﻭﺯ ﺑﻪ ﺑﺮﺍﻯ ﻓﻘﻂ ،ﺭﺍ ﺁﻭﺭﺩﻩ ﺩﺳــﺖ ﺑﻪ
ﻫﻤﻜﺎﺭﻯ ﺑﺎ ﺑﻠﻜﻪ ،ﻧﮕﺮﻓﺘﻪ ﺑﻜﺎﺭ ﻣﺤﻠﻰ ﺑﺎﺯﺍﺭﻫﺎﻯ ﮔﺮﻓﺘﻦ ﺩﺳــﺖ
ﺑﻪ ﺗﺎ ﻛﺮﺩﻩ ﺗﻼﺵ ،ﻣﻨﻄﻘﻪ ﻫــﺮ ﻣﺤﻠﻰ ﻭ ﻏﻴﺮﺩﻭﻟﺘﻰ ﻫﺎﻯﺳــﺎﺯﻣﺎﻥ
ﻭ ﻣﻌﻴﺸــﺘﻰ ﻭﺿﻌﻴﺖ ﺍﺭﺗﻘﺎﻱ ﺑﺮ ﻣﺒﻨﻰ ﺧﻮﺩ ﺍﺟﺘﻤﺎﻋــﻰ ﺭﺳــﺎﻟﺖ
.ﻛﻨﺪ ﻋﻤﻞ ﻧﻴﺰ ﻣﺮﺩﻡ ﺑﻬﺪﺍﺷﺘﻰ
ﺑﻪ،(ﺷﺮﻛﺖﺍﻳﻦﺯﻳﺮﻣﺠﻤﻮﻋﻪﺑﺮﻧﺪﻫﺎﻯﺍﺯ)ﻳﻜﻰ«ﺑﻮﻯ»ﻻﻳﻒﻣﺜﻼ
ﻛﻤﭙﻴﻨﻰ،ﻣﺤﺮﻭﻡﺷﺪﻳﺪﺍﻣﻨﺎﻃﻖﺑﺮﺧﻰﺩﺭﺑﻬﺪﺍﺷﺖﺳﻄﺢﺍﺭﺗﻘﺎﻱﻣﻨﻈﻮﺭ
ﻋﻨﻮﺍﻥﺑﻪ.ﺍﺳﺖﻛﺮﺩﻩﺍﻧﺪﺍﺯﻯﺭﺍﻩﺻﺎﺑﻮﻥﺑﺎﺩﺳﺖﻭﺷﻮﻯﺷﺴﺖﻋﻨﻮﺍﻥﺑﺎ
ﻣﻔﻬﻮﻡﮔﻴﺮﻯﺷﻜﻞﺯﻣﻴﻨﻪﺩﺭﻛﻤﭙﻴﻨﻰ،«»ﺩﺍﻭﻣﻌﺮﻭﻑﺑﺮﻧﺪ،ﺩﻳﮕﺮﻣﺜﺎﻟﻰ
.ﺍﺳﺖﺍﻧﺪﺍﺧﺘﻪﺭﺍﻩﺑﻪﺟﺴﻤﻰﺳﻼﻣﺖﭘﺎﻳﻪﺑﺮﻭﺍﻗﻌﻰﺯﻳﺒﺎﻳﻰ
«ﭘﺎﻳﺪﺍﺭ »ﺯﻧﺪﮔﻰ ﺑﺮﻧﺎﻣﻪ
ﻳﺎﺩ ﺁﻥ ﺍﺯ ﺧﻮﺩ ﺍﺟﺘﻤﺎﻋﻰ ﺭﺳــﺎﻟﺖ ﻋﻨﻮﺍﻥ ﺑﻪ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﺁﻧﭽﻪ
ﺑﻪ 01ﺳﺎﻟﻪ ﺍﻯﺑﺮﻧﺎﻣﻪ ﻛﻪ ﺩﺍﺷــﺖ ﺁﻥ ﺑﺮ ﺭﺍ ﺷــﺮﻛﺖ ﺍﻳﻦ ،ﻛﻨﺪﻣﻰ
ﺷﺮﻛﺖ ﻫﺎﻯﺑﺨﺶ ﻫﻤﻪ ﺩﺭ ﭘﺎﻳﺪﺍﺭ ﺍﻯﺗﻮﺳﻌﻪ ﺑﻪ ﺭﺳــﻴﺪﻥ ﻣﻨﻈﻮﺭ
ﺍﺯ ،ﺩﺍﺭﺩ ﻧﺎﻡ «ﭘﺎﻳﺪﺍﺭ »ﺯﻧﺪﮔﻰ ﻛﻪ ﻃﺮﺡ ﺍﻳﻦ ﺍﺟﺮﺍﻯ .ﻛﻨﺪ ﺭﻳﺰﻯﻃﺮﺡ
ﺯﻳﺮﻣﺠﻤﻮﻋﻪ ﻫﺎﻯﺷﺮﻛﺖ ﺗﻤﺎﻡ ﺑﺮ ﻋﻼﻭﻩ ﻭ ﺷﺪﻩ ﺷﺮﻭﻉ 2010ﺳﺎﻝ
ﻛﻨﻨﺪﮔﺎﻥﺗﻮﺯﻳﻊ ﻧﻴﺰ ﻭ ﺧﺎﻡ ﻣﻮﺍﺩ ﻛﻨﻨﺪﮔﺎﻥﺗﺎﻣﻴﻦ ﺗﻤﺎﻣﻰ ،ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ
.ﺩﺍﺭﻧﺪ ﻣﺸﺎﺭﻛﺖ ﺁﻥ ﺩﺭ ﻧﻴﺰ ﺷﺮﻛﺖ ﻣﺤﺼﻮﻻﺕ
ﻭ ﺳــﻼﻣﺖ ﺑﻬﺒﻮﺩ ،ﺷــﺪﻩ ﺗﻮﺟﻪ ﺁﻥ ﺑﻪ ﻃﺮﺡ ﺍﻳﻦ ﺩﺭ ﻛﻪ ﺍﻫﺪﺍﻓﻰ
،ﻣﺤﻴﻄﻰ ﺯﻳﺴﺖ ﻧﺎﻣﻄﻠﻮﺏ ﺁﺛﺎﺭ ﻛﺎﻫﺶ ،ﺗﻐﺬﻳﻪ ﺑﻬﺒﻮﺩ ،ﺗﻨﺪﺭﺳــﺘﻰ
ﺑﺎﻻﺧﺮﻩ ﻭ ﺗﺠﺪﻳﺪﻧﺎﭘﺬﻳﺮ ﻫﺎﻯﺯﺑﺎﻟﻪ ﺗﻮﻟﻴﺪ ﻭ ﺁﺏ ﻣﺼﺮﻑ ﻛﺎﻫــﺶ
.ﺷﻮﺩﻣﻰ ﺷﺎﻣﻞ ﺭﺍ ﻛﺎﺭﻛﻨﺎﻥ ﻣﻌﻴﺸﺖ ﻭﺿﻌﻴﺖ ﺑﻬﺒﻮﺩ
ﻫﺎﻯﻋﺎﺩﺕ ﺑﻬﺒــﻮﺩ ﺑﻪ ﻛﻤﻚ :ـﺘﻰﺗﻨﺪﺭﺳـ ﻭ ـﻼﻣﺖﺳـ ﺑﻬﺒﻮﺩ
ﻃﺮﻳﻖ ﺍﺯ ﺍﺳﻬﺎﻝ ﻭ ﺗﻨﻔﺴﻰ ﻫﺎﻯﺑﻴﻤﺎﺭﻯ ﺷﻴﻮﻉ ﻛﺎﻫﺶ ،ﺑﻬﺪﺍﺷــﺘﻰ
ﺩﻫﺎﻥ ﺳﻼﻣﺖ ﺑﻬﺒﻮﺩ ،ﺻﺎﺑﻮﻥ ﺑﺎ ﻫﺎﺩﺳــﺖ ﺷﺴﺘﻦ ﻋﺎﺩﺕ ﺗﺮﻭﻳﺞ
ﺁﺏ ﺑﻪ ﻧﻔﺮ ﻣﻴﻠﻴﻮﻥ 35 ﺩﺳــﺘﻴﺎﺑﻰ ﺑﺮﺍﻯ ﺭﻳــﺰﻯﺑﺮﻧﺎﻣﻪ ﻭ ﺩﻧــﺪﺍﻥ ﻭ
ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﻛﻪ ﺍﺳــﺖ ﻫﺎﻳﻰﺑﺮﻧﺎﻣﻪ ﺍﺯ ﻫﻤﮕﻰ ،ﺳــﺎﻟﻢ ﺁﺷﺎﻣﻴﺪﻧﻰ
ﺧﻮﺩ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﺑﻬﺪﺍﺷﺖ ﺍﺭﺗﻘﺎﻱ ﻭ ﺳــﻼﻣﺖ ﺑﻬﺒﻮﺩ ﺑﺮﺍﻯ
.ﺍﺳﺖ ﮔﺮﻓﺘﻪ ﻧﻈﺮ ﺩﺭ
ﺍﺯ ،ﻣﺤﺼﻮﻻﺕ ﻏﺬﺍﻳﻰ ﺍﺭﺯﺵ ﻭ ﻛﻴﻔﻴﺖ ﺍﺭﺗﻘﺎﻱ :ﺗﻐﺬﻳﻪ ﺑﻬﺒﻮﺩ
ﺧﻮﺩ ﭘﺎﻳﺪﺍﺭ ﺯﻧﺪﮔﻰ ﻃﺮﺡ ﺩﺭ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﻛﻪ ﺍﺳﺖ ﻣﻮﺍﺭﺩﻯ ﺩﻳﮕﺮ
ﻭ ﻧﻤﻚ ،ﺷﻜﺮ ﻛﺎﻫﺶ ﻧﻈﻴﺮ ﻫﺎﻳﻰﺑﺮﻧﺎﻣﻪ .ﺍﺳﺖ ﻛﺮﺩﻩ ﺗﻮﺟﻪ ﺁﻥ ﺑﻪ
ﻓﺮﺍﻫﻢ ﻧﻴﺰ ﻭ ﺷﺪﻩ ﺗﻮﻟﻴﺪ ﻏﺬﺍﻳﻰ ﻣﺤﺼﻮﻻﺕ ﺩﺭ ﻣﻀﺮ ﻫﺎﻯﭼﺮﺑﻰ
ﺟﻤﻠﻪ ﺍﺯ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﺑﺮﺍﻯ ﻣﻨﺎﺳﺐ ﺍﻯﺗﻐﺬﻳﻪ ﺍﻃﻼﻋﺎﺕ ﺁﻭﺭﺩﻥ
ﺍﺟﺮﺍ ﺯﻳﺮﻣﺠﻤﻮﻋﻪ ﻫﺎﻯﻛﺎﺭﺧﺎﻧﻪ ﺗﻮﻟﻴﺪ ﺧﻂ ﺩﺭ ﻛﻪ ﺍﺳﺖ ﻣﻮﺍﺭﺩﻯ
.ﺍﺳﺖ ﺷﺪﻩ
ﺗﺮﻳﻦﻣﻬﻢ :ﻣﺤﻴﻄﻰ ـﺖﺯﻳﺴـ ﻧﺎﻣﻄﻠﻮﺏ ﺁﺛﺎﺭ ﻛﺎﻫﺶ ﺑﻪ ﻛﻤﻚ
ﺗﻮﻟﻴﺪ ﻣﻴﺰﺍﻥ ﻛﺎﻫﺶ ﺑﺨﺶ ﺍﻳــﻦ ﺩﺭ ﭘﺎﻳﺪﺍﺭ ﺯﻧﺪﮔﻰ ﻃﺮﺡ ﻫــﺪﻑ
ﻣﺴــﻴﺮ ﺩﺭ ﻣﺤﻴﻄﻰ ﺯﻳﺴــﺖ ﻣﺨﺮﺏ ﺁﺛﺎﺭ ﻭ ﺍﻯﮔﻠﺨﺎﻧﻪ ﮔﺎﺯﻫــﺎﻯ
ﻛﺎﻫﺶ ﻧﻈﻴﺮ ﺍﻗﺪﺍﻣﺎﺗﻰ ﺑﺎ ﻫﺪﻑ ﺍﻳﻦ .ﺍﺳﺖ ﺷــﺮﻛﺖ ﺍﻳﻦ ﺗﻮﻟﻴﺪﺍﺕ
ﺷﻮﻳﻨﺪﻩ ﻣﺤﺼﻮﻻﺕ ﺗﻮﻟﻴﺪ ﺩﺭ ﻣﻀﺮ ﺷــﻴﻤﻴﺎﻳﻰ ﻣﻮﺍﺩ ﻛﺎﺭﮔﻴﺮﻯﺑﻪ
ﺗﻼﺵ ،ﻣﺤﺼﻮﻻﺕ ﺍﻳﻦ ﺷــﻴﻤﻴﺎﻳﻰ ﻓﺮﻣﻮﻝ ﺗﻐﻴﻴﺮ ﻭ ﻛﻨﻨــﺪﻩﭘﺎﻙ ﻭ
ﻫﺎﻯﺍﻧﺮژﻯ ﻛﺎﺭﮔﻴــﺮﻯﺑﻪ ،ﻣﺼﺮﻑ ﻫــﺎﻯﻋﺎﺩﺕ ﺩﺍﺩﻥ ﺗﻐﻴﻴــﺮ ﺩﺭ
.ﺍﺳﺖ ﺍﺟﺮﺍ ﺣﺎﻝ ﺩﺭ ﻫﺎﻛﺎﺭﺧﺎﻧﻪ ﻧﻮﺳﺎﺯﻯ ﻭ ﺗﺠﺪﻳﺪﭘﺬﻳﺮ
ﻛﻨﻨﺪﻩﺧﻨﻚ ﻣﺎﺩﻩ ،2000 ﺳــﺎﻝ ﺩﺭ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ،ﻣﺜﺎﻝ ﻋﻨﻮﺍﻥ ﺑﻪ
ﺍﺯ ،ﺭﺍ ﺩﺍﺭﺩ ﺍﻯﮔﻠﺨﺎﻧﻪ ﮔﺎﺯﻫﺎﻯ ﺗﻮﻟﻴﺪ ﺩﺭ ﻣﻮﺛﺮﻯ ﻧﻘﺶ ﻛﻪ HFC
.ﻛﺮﺩ ﺣﺬﻑ ﺧﻮﺩ ﺳﺎﺯﻯﺑﺴﺘﻨﻰ ﻫﺎﻯﺩﺳﺘﮕﺎﻩ
ﺁﺏ ﻣﺼﺮﻑ ﻛﺎﻫﺶ ﺯﻣﻴﻨﻪ ﺩﺭ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ :ﺁﺏ ﻣﺼﺮﻑ ﻛﺎﻫﺶ
ﺍﻗﺪﺍﻣﺎﺕ ،ﺧﻮﺩ ﺍﻭﻟﻴﻪ ﻣﻮﺍﺩ ﻛﻨﻨﺪﻩﺗﺎﻣﻴﻦ ﻫﺎﻯﻣﺰﺭﻋﻪ ﻭ ﻛﺸﺎﻭﺭﺯﻯ ﺩﺭ
ﻣﺤﺼﻮﻻﺕ ﺗﻮﻟﻴﺪ ،ﺑﺮﻧﺎﻣﻪ ﺍﻳﻦ ﻛﻨﺎﺭ ﺩﺭ .ﺍﺳــﺖ ﺩﺍﺩﻩ ﺍﻧﺠﺎﻡ ﻣﻮﺛﺮﻯ
ﺑﺮﺍﻯ ﻛﻤﺘﺮﻯ ﺁﺏ ﺁﻧﻬﺎ ﻣﺼﺮﻑ ﺿﻤﻦ ﻛﻪ ﺑﻬﺪﺍﺷــﺘﻰ ﻭ ﺷــﻮﻳﻨﺪﻩ
ﺷﺮﻛﺖ ﺍﻳﻦ ﻛﻪ ﺍﺳﺖ ﻫﺎﻳﻰﺑﺮﻧﺎﻣﻪ ﺩﻳﮕﺮ ﺍﺯ ،ﺑﺎﺷﺪ ﻻﺯﻡ ﻭﺷﻮﺷﺴﺖ
.ﺩﺍﺭﺩ ﺍﺟﺮﺍ ﺩﺳﺖ ﺩﺭ
ﻣﺴــﻴﺮ ﺩﺭ ﺯﺑﺎﻟﻪ ﺗﻮﻟﻴﺪ ﻛﺎﻫﺶ ﺑﺮﺍﻯ ﺍﻗﺪﺍﻡ :ﺯﺑﺎﻟﻪ ﺗﻮﻟﻴﺪ ﻛﺎﻫﺶ
ﻣﺼﺮﻑ ﺍﺯ ﻧﺎﺷــﻰ ﺯﺑﺎﻟﻪ ﺗﻮﻟﻴﺪ ﻛﺎﻫﺶ ﻧﻴﺰ ﻭ ﻣﺤﺼﻮﻻﺕ ﺗﻮﻟﻴــﺪ
»ﺯﻧﺪﮔﻰ ﺑﺮﻧﺎﻣﻪ ﺩﺭ ﻛــﻪ ﺍﺳــﺖ ﻣﻮﺍﺭﺩﻯ ﺟﻤﻠﻪ ﺍﺯ ،ﻣﺤﺼــﻮﻻﺕ
ﺣﺠﻢ ﻛﺎﻫﺶ .ﺍﺳــﺖ ﮔﺮﻓﺘﻪ ﻗﺮﺍﺭ ﺗﺎﻛﻴﺪ ﻣﻮﺭﺩ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ «ﭘﺎﻳﺪﺍﺭ
ﺑﻨﺪﻯﺑﺴــﺘﻪ ﻛﺮﺩﻥ ﺗﺠﺪﻳﺪﭘﺬﻳﺮ ،ﺑﻨﺪﻯﺑﺴــﺘﻪ ﺩﺭ ﻛﺎﺭﺭﻓﺘﻪﺑﻪ ﻣﻮﺍﺩ
ﺍﻧﺪﺍﺯﻯﺭﺍﻩ ﻧﻴﺰ ﻭ ﺗﻮﻟﻴﺪ ﭼﺮﺧﻪ ﺩﺭ ﭘﻰ.ﻭﻯ.ﺳﻰ ﺣﺬﻑ ،ﻣﺤﺼﻮﻻﺕ
.ﻫﺴﺘﻨﺪ ﺍﻗﺪﺍﻣﺎﺕ ﺩﺳﺖ ﺍﻳﻦ ﺍﺯ ،ﺟﺪﻳﺪ ﻫﺎﻯﻛﺎﺭﺧﺎﻧﻪ
:ﻛﻨﻨﺪﮔﺎﻥﺗﻮﺯﻳﻊ ﻭ ﻛﻨﻨﺪﮔﺎﻥﺗﺎﻣﻴﻦ ﻭ ﻛﺎﺭﻛﻨﺎﻥ ـﺖﻣﻌﻴﺸـ ﺑﻬﺒﻮﺩ
ﻫﺎﻛﺎﺭﺧﺎﻧﻪ ﻛﺎﺭﻛﻨﺎﻥ ﺑﺮﺍﻯ ﺑﻬﺘﺮ ﺷﺮﺍﻳﻂ ﺍﻳﺠﺎﺩ ﻭ ﺳــﻼﻣﺖ ﺑﻪ ﺗﻮﺟﻪ
ﺩﺭ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﻫﺎﻯﺍﻭﻟﻮﻳﺖ ﺟﻤﻠﻪ ﺍﺯ ،ﺯﻳﺮﻣﺠﻤﻮﻋﻪ ﻫﺎﻯﺷﺮﻛﺖ ﻭ
ﺣﻮﺍﺩﺙﺍﺣﺘﻤﺎﻝﻛﺎﻫﺶﺭﺍﺳﺘﺎﻫﻤﻴﻦﺩﺭﻭﺍﺳﺖﺑﻮﺩﻩﺍﺧﻴﺮﻫﺎﻯﺳﺎﻝ
ﺍﻯﺗﻐﺬﻳﻪﻭﺿﻌﻴﺖﻭﺳﻼﻣﺖﺑﻬﺒﻮﺩ،ﻛﺎﺭﮔﺮﺍﻥﺑﺮﺍﻯﺟﺎﻧﻰﺻﺪﻣﺎﺕﻭ
ﺣﺎﻝﺭﺍﺣﺘﻰﻣﻨﻈﻮﺭﺑﻪﻛﺎﺭﻛﻨﺎﻥ ﺑﺮﺍﻯﺳﻔﺮﻣﻴﺰﺍﻥﻛﺮﺩﻥﻛﻢ،ﻛﺎﺭﻛﻨﺎﻥ
ﻣﺪﻧﻈﺮ ﺭﺍ ﺁﻥ ﺍﺟﺮﺍﻯ ﺷﺮﻛﺖ ﺍﻳﻦ ﻛﻪ ﺍﺳﺖ ﻫﺎﻳﻰﻃﺮﺡ ﺩﻳﮕﺮ ﺍﺯ ﺁﻧﻬﺎ
ﻣﻮﺍﺩﻛﻨﻨﺪﮔﺎﻥﺗﺎﻣﻴﻦﺑﺎﺗﻨﮕﺎﺗﻨﮓﺍﺭﺗﺒﺎﻃﻰﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭﻫﻤﭽﻨﻴﻦ.ﺩﺍﺭﺩ
ﺗﻮﺟﻪﻭﺩﺍﺭﺩﺧﻮﺩﻣﺤﺼﻮﻻﺕﻛﻨﻨﺪﮔﺎﻥﺗﻮﺯﻳﻊﻧﻴﺰﻭﻛﺸﺎﻭﺭﺯﺍﻥ،ﺧﺎﻡ
ﺍﻳﻦﻣﻌﻴﺸﺘﻰﺷﺮﺍﻳﻂﻭﻛﺸﺎﻭﺭﺯﻯﺩﺭﺗﻮﻟﻴﺪﻫﺎﻯﺭﻭﺵﻛﺮﺩﻥﺑﻬﻴﻨﻪﺑﻪ
ﺑﻪ ﭘﺎﻳﺪﺍﺭ ﺯﻧﺪﮔﻰ ﻃﺮﺡ ﺩﺭ ﻛﻪ ﺍﺳﺖ ﻣﻮﺍﺭﺩﻯ ﺟﻤﻠﻪ ﺍﺯ ﻧﻴﺰ ﮔﺮﻭﻩ ﺩﻭ
ﺷﺮﻛﺖﺍﻳﻦﻋﻤﻠﻜﺮﺩﺑﺮﺭﺳﻰ،ﺍﺳﺎﺱﻫﻤﻴﻦﺑﺮ.ﺍﺳﺖﺷﺪﻩﺗﻮﺟﻪﺁﻥ
ﻃﺮﺡ ﺍﻫﺪﺍﻑ ﺑﻪ ﻧﻴﻞ ﺭﺍﺳﺘﺎﻯ ﺩﺭ ﻛﻪ ﺩﻫﺪﻣﻰ ﻧﺸﺎﻥ 2011 ﺳــﺎﻝ ﺩﺭ
ﻭﺷﻮﻯﺷﺴﺖﺑﺮﻧﺎﻣﻪﭘﻮﺷﺶﺗﺤﺖﻧﻔﺮﻣﻴﻠﻴﻮﻥ 34/5،ﭘﺎﻳﺪﺍﺭﺯﻧﺪﮔﻰ
ﺩﺭ ﻫﻤﭽﻨﻴﻦ .ﺍﻧﺪﮔﺮﻓﺘﻪ ﻗﺮﺍﺭ «ﺑﻮﻯ »ﻻﻳﻒ ﺷﺮﻛﺖ ﺻﺎﺑﻮﻥ ﺑﺎ ﺩﺳﺖ
ﻣﺤﺴﻮﺳﻲ ﻃﻮﺭ ﺑﻪ ﺍﻯﮔﻠﺨﺎﻧﻪ ﮔﺎﺯﻫﺎﻯ ﺗﻮﻟﻴﺪ ﻣﻴﺰﺍﻥ ،ﺍﺧﻴﺮ ﻫﺎﻯﺳﺎﻝ
ﺩﺭ ﻧﻈﺮ ﻣﻮﺭﺩ ﻧﺨﻞ ﺭﻭﻏﻦ ﺍﺯ ﺩﺭﺻﺪ 64 ﻧﻴﺰ ﻭ ﺍﺳــﺖ ﻳﺎﻓﺘﻪ ﻛﺎﻫﺶ
ﺧﺮﻳﺪﺍﺭﻯﺗﺠﺪﻳﺪﭘﺬﻳﺮﻣﻨﺎﺑﻊﺍﺯﺷﺮﻛﺖﺑﻬﺪﺍﺷﺘﻰﻣﺤﺼﻮﻻﺕﺗﻮﻟﻴﺪ
.ﺍﺳﺖ ﺷﺪﻩ
ﺑﺮﻭﺯ ﺩﻧﺒﺎﻝ ﺑــﻪ ﻛﻪ ﻧﻴﺴــﺖ ﺷــﺮﻛﺘﻰ ﺗﻨﻬﺎ ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﻣﺴــﻠﻤﺎ
ﺯﻳﺴــﺖ ﻣﺤﻴﻂ ﺗﺨﺮﻳﺐ ﻭ ﺑﻴﻤﺎﺭﻯ ،ﻓﻘــﺮ ﻣﺨﺘﻠﻒ ﻫــﺎﻯﺑﺤﺮﺍﻥ
ﺭﺍﺳــﺘﺎﻯ ﺩﺭ ﻣﺘﻌﺪﺩﻯ ﻫﺎﻯﺑﺮﻧﺎﻣﻪ ﺍﺟــﺮﺍﻯ ﻭ ﻧﻤﺎﻧﺪﻩ ﺗﻔــﺎﻭﺕﺑﻰ
.ﺍﺳﺖ ﺩﺍﺩﻩ ﻗﺮﺍﺭ ﺧﻮﺩ ﻛﺎﺭ ﺩﺳﺘﻮﺭ ﺩﺭ ﺭﺍ ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ
ﺣﺪﺍﻗﻞ ﺍﺯ ﺩﻧﻴﺎ ﺩﺭ ﺍﻧﺴــﺎﻥ ﻣﻴﻠﻴﺎﺭﺩ ﻳﻚ ﺍﺯ ﺑﻴﺶ ﻛﻪ ﺷــﺮﺍﻳﻄﻰ ﺩﺭ
ﺣﻀﻮﺭ ،ﻫﺴــﺘﻨﺪ ﻣﺤﺮﻭﻡ ﺧﻮﺩ ﻣﻨﺰﻟﺖ ﻭ ﺷــﺄﻥ ﺩﺭﺧﻮﺭ ﻧﻴﺎﺯﻫﺎﻯ
.ﺭﺳﺪﻣﻰ ﻧﻈﺮ ﺑﻪ ﺿﺮﻭﺭﻯ ﺑﺴﻴﺎﺭ ﺩﺳﺖ ﺍﻳﻦ ﺍﺯ ﻫﺎﻳﻰﺷﺮﻛﺖ
ﺩﻳﮕﺮ ﺍﻗﺘﺼﺎﺩﻱ ﻫــﺎﻱﺑﻨﮕﺎﻩ ﻭ ﻫﺎﺷــﺮﻛﺖ ﺷــﺮﺍﻳﻄﻰ ﭼﻨﻴﻦ ﺩﺭ
ﺍﻳﻦ ﺑﺮﺍﺑﺮ ﺩﺭ ﺳﺪﻱ ﻫﻤﭽﻮﻥ ﻳﺎ ﺑﻤﺎﻧﻨﺪ ﺑﺎﻗﻲ ﺗﻔﺎﻭﺕﺑﻲ ﺗﻮﺍﻧﻨﺪﻧﻤﻰ
ﺻﺪﺩ ﺩﺭ ﺑﺎﻳﺪ ﺁﻧﻬﺎ ﻋﻜﺲ ﺑﺮ ﺑﻠﻜﻪ ،ﮔﻴﺮﻧﺪ ﻗﺮﺍﺭ ﺍﻧﺴﺎﻧﻲ ﻋﻈﻴﻢ ﺧﻴﻞ
ﺑﺎ ﻭ ﺑﺮﺁﻳﻨﺪ ﺟﺎﻣﻌﻪ ﺩﺭ ﺁﻓﺮﻳﻨﺎﻥ ﻧﻘﺶ ﺳﺎﻳﺮ ﻭ ﻫﺎﺩﻭﻟﺖ ﺑﺎ ﻫﻤﻜﺎﺭﻯ
ﻫﺎﻯﺑﺤﺮﺍﻥ ﺑﺎ ﻣﻘﺎﺑﻠﻪ ﺑﻪ ،ﺧﻮﺩ ﻣﺪﺭﻥ ﺩﺍﻧﺶ ﻭ ﻓﻨﺎﻭﺭﻯ ،ﻋﻠﻢ ﺑﺴﻴﺞ
ﺯﻳﺴﺖ ﻣﺤﻴﻂ ﺗﺨﺮﻳﺐ ،ﺑﻴﻤﺎﺭﻯ ،ﮔﺮﺳﻨﮕﻰ ﻫﻤﭽﻮﻥ ﺍﻯﺗﻨﻴﺪﻩﻫﻢﺑﻪ
ﺍﺯ ﺍﻯﮔﺴﺘﺮﻩ ﻫﺎﻯﺑﺨﺶ ﺩﺭ ﻣﺨﺘﻠﻒ ﻫﺎﻯﻣﺤﺮﻭﻣﻴﺖ ﻭﺟﻮﺩ ﻧﻴﺰ ﻭ
.ﺑﺮﺧﻴﺰﻧﺪ ،ﺑﺸﺮﻯ ﺟﺎﻣﻌﻪ
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ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ ﺯﻣﻴﻨﻪ ﺩﺭ ICT ﻫﺎﻯﻏﻮﻝ ﺍﺑﺘﻜﺎﺭ
ﺍﺳﺖ؟ ﻛﺎﻓﻰ «»ﺗﻜﻨﻮﻟﻮژﻯ ﺍﺑﺘﻜﺎﺭﺩﺭ ﺁﻳﺎ
ﻛﺎﺭ ﻭ ﻛﺴﺐ ﺑﻄﻦ ﺑﻪ CSR ﺗﺰﺭﻳﻖ
«»ﻳﻮﻧﻰ.ﻟﻪ.ﻭﺭ ﺷﺮﻛﺖ ﻣﻌﺮﻓﻰ
ﻣﻌﻀﻼﺕ ،ﻣﺸــﻜﻼﺕ ﺑﺎ ﻛﺎﺭ ﻭ ﻛﺴــﺐ ﻣﺪﻳﺮﺍﻥ ﻭ ﺻﺎﺣﺒﺎﻥ ﺁﻧﻘﺪﺭ ﺭﻭﺯﻩ ﻫﺮ
ﮔﺎﻩ ﻛﻪ ﻫﺴــﺘﻨﺪ ﺭﻭﺭﻭﺑﻪ ﺧﻮﺩ ﻛﺴــﺐ ﻭ ﻛﺎﺭ ﺩﺭ ﻣﺘﻨﻮﻋﻰ ﻭ ﺯﻳﺎﺩ ﻫﺎﻯﺑﺤﺮﺍﻥ ﻭ
ﻋﻴﻦ ﺩﺭ .ﺭﻭﺩﻣﻰ ﻓﺮﺍﺗﺮ ﺍﻧﺴــﺎﻥ ﺭﻭﺍﻧﻰ ﻭ ﺭﻭﺣﻰ ﻭ ﻓﻴﺰﻳﻜﻰ ﺗﻮﺍﻥ ﻭ ﻇﺮﻓﻴــﺖ ﺍﺯ
ﻛﻨﻮﻧﻰ ﻣﻘﻄﻊ ﺩﺭ ﻭﻳﮋﻩ ﺑﻪ ﻛﺸﻮﺭ ﻛﺎﺭ ﻭ ﻛﺴــﺐ ﻓﻀﺎﻯ ﻣﺸــﻜﻼﺕ ﺣﻞ ﺑﺮ ﺗﺎﻛﻴﺪ
ﺭﻭﻧﻖ ﻭ ﺑﻬﺒﻮﺩ ﻣﺴﺘﻘﻴﻢﻏﻴﺮ ﻭ ﻣﺴــﺘﻘﻴﻢ ﺗﺎﺛﻴﺮﺍﺕ ﺷــﺪﻩ ﭘﺬﻳﺮﻓﺘﻪ ﺍﺻﻞ ﺑﻪ ﺍﺫﻋﺎﻥ ﻭ
ﺑﺮﺍﻯ ﻛﻠﻴﺪﻯ ﺍﻯﻣﺴــﺎﻟﻪ ﺑﻪ ﺗﻮﺟﻪ ﻣﺮﺩﻡ؛ ﻋﺎﻣﻪ ﺯﻧﺪﮔﻰ ﺑﺮ ﻛﺎﺭ ﻭ ﻛﺴــﺐ ﻓﻀﺎﻯ
ﻛﺎﺭﺁﻓﺮﻳﻦ ﻭ ﺳﺎﺯﺛﺮﻭﺕ ﮔﺮﻭﻩ ﺍﻳﻦ ﺑﺎ ﺳﺨﻦ ﺭﻭﻯ .ﺭﻭﺩﻣﻰ ﺷﻤﺎﺭ ﺑﻪ ﻣﻬﻢ ،ﺧﺼﻮﺻﻰ ﺑﺨﺶ ﻓﻌﺎﻻﻥ ﻣﺎ ﻫﻤﻪ
ﻛﻢ ﺍﺟﺘﻤﺎﻋﻰ ﻫﺎﻯﮔﺮﻭﻩ ﺳﺎﻳﺮ ﻫﻤﺎﻧﻨﺪ ﻧﻴﺰ ﻛﺎﺭ ﻭ ﻛﺴﺐ ﻭ ﺳﺮﻣﺎﻳﻪ ﺻﺎﺣﺒﺎﻥ .ﺍﺳﺖ ﺩﻳﮕﺮ ﻣﻨﻈﺮﻯ ﺍﺯ ﺟﺎﻣﻌﻪ
ﺭﻭﺯﻣﺮﻩ ﺯﻧﺪﮔﻰ ﭘﻴﺮﺍﻣﻮﻥ ﺩﺭ ﺍﺟﺘﻤﺎﻋﻰ ﻫﺎﻯﺁﺳــﻴﺐ ﻭ ﻣﻌﻀﻼﺕ ﺯﻳﺎﺩ ﮔﻮﻧﺎﮔﻮﻧﻰ ﻭ ﺣﺠﻢ ﺷــﺎﻫﺪ ﺑﻴﺶ ﻭ
ﺗﺮﻛﻨﻨﺪﻩﻧﮕﺮﺍﻥ ﺑﺨﺶ .ﮔﺬﺍﺭﺩﻣﻰ ﭼﺸﻤﺎﻥ ﭘﻴﺶ ﺑﻪ ﺭﺍ ﺍﻯﻛﻨﻨﺪﻩﻧﺎﺭﺍﺣﺖ ﻣﻨﺎﻇﺮ ﻭ ﻫﺎﺻﺤﻨﻪ ﻛﻪ ﻫﺴﺘﻨﺪ ﺧﻮﺩ
ﺍﻗﺘﺼﺎﺩﻯ ﺷﺮﺍﻳﻂ ﺩﻟﻴﻞ ﺑﻪ ،ﺁﻥ ﻣﺘﻌﺎﻗﺐ ﺍﺟﺘﻤﺎﻋﻰ ﻫﺎﻯﺁﺳﻴﺐ ﻭ ﻓﻘﺮ ﺭﺷﺪ ﺑﻪ ﺭﻭ ﺭﻭﻧﺪ ﺑﻴﻨﻰﭘﻴﺶ ،ﻣﻮﺿﻮﻉ
ﺳــﺎﻝ ﺩﺭ ﺩﻭﻟﺖ ﺍﻧﻘﺒﺎﺿﻰ ﺑﻮﺩﺟﻪ ﺍﻟﺒﺘﻪ ﻭ ﻓﺰﺍﻳﻨﺪﻩ ﻫﺎﻯﺗﺤﺮﻳﻢ ،ﺑﺎﻻ ﺑﻴﻜﺎﺭﻯ ،ﺷــﺪﻳﺪ ﺗﻮﺭﻡ ﺍﺯ ﺍﻋﻢ ﻛﺸــﻮﺭ
ﺭﺍ ﻛﺎﺭ ﻭ ﻛﺴﺐ ﺻﺎﺣﺒﺎﻥ ﺍﻟﺒﺘﻪ ﺻﺪ ﻭ ﺷــﻬﺮﻭﻧﺪﺍﻥ ﻫﻤﻪ ﺍﻗﺘﺼﺎﺩﻯ ﺯﻧﺪﮔﻰ ،ﻣﻮﺿﻮﻋﺎﺕ ﺍﻳﻦ .ﺍﺳــﺖ ﺁﻳﻨﺪﻩ
.ﺩﻫﺪﻣﻰ ﻗﺮﺍﺭ ﺗﺎﺛﻴﺮ ﺗﺤﺖ ﺷﺪﺕ ﺑﻪ
ﺑﺎﺷﻨﺪ؟ ﺣﺴﺎﺱ ﺑﺎﻳﺪ ﺳﺮﻣﺎﻳﻪ ﺻﺎﺣﺒﺎﻥ ﭼﺮﺍ
ﺧﺎﺹﺍﻯﻣﺤﺪﻭﺩﻩﺑﻪﻣﺤﺪﻭﺩﺗﻨﻬﺎﺁﻥﺗﺒﻌﺎﺕﻭﺗﺎﺛﻴﺮﺍﺕﻛﻪﺍﺳﺖﻫﺎﻳﻰﺁﺳﻴﺐﮔﻮﻧﻪﺍﺯ،ﺍﺟﺘﻤﺎﻋﻰﻫﺎﻯﺁﺳﻴﺐ
ﻛﺎﺭﺁﻓﺮﻳﻨﺎﻥﻭﮔﺬﺍﺭﺍﻥﺳﺮﻣﺎﻳﻪﺑﺨﺶﺷﺎﻳﺪﺍﺗﻔﺎﻗﺎ.ﻛﻨﺪﻣﻰﺳﺮﺍﻳﺖﻫﺎﺑﺨﺶﺳﺎﻳﺮﺑﻪﺳﺮﻋﺖﺑﻪﺁﻥﺍﺛﺮﺍﺕﻭﻣﺎﻧﺪﻧﻤﻰ
ﺑﺮﺣﺎﻛﻢﺍﺟﺘﻤﺎﻋﻰﻫﺎﻯﺁﺳﻴﺐ.ﭘﺬﻳﺮﺩﻣﻰﺗﺎﺛﻴﺮﺍﺟﺘﻤﺎﻋﻰﻫﺎﻯﺁﺳﻴﺐﺍﺯﻛﻪﺑﺎﺷﺪﻫﺎﻳﻰﺑﺨﺶﺍﻭﻟﻴﻦﺟﺰﻭ،ﺟﺎﻣﻌﻪ
ﻛﺎﺭﻫﺎﻯﻭﻛﺴﺐﻭﻫﺎﺳﺎﺯﻣﺎﻥﻛﻠﻴﻪﻭﺭﻯﺑﻬﺮﻩﻭﺍﻣﻨﻴﺖﻭﺛﺒﺎﺕ،ﻣﺴﺘﻘﻴﻢﻏﻴﺮﻭﻣﺴﺘﻘﻴﻢ،ﺟﺎﻣﻌﻪﻳﻚﺍﺯﺑﺨﺸﻰ
ﺧﻮﺩ ﺑﺮ ﻛﻪ ﻓﺮﺩﻯ ﻭ ﺭﻭﺍﻧﻰ ﺗﺎﺛﻴﺮﺍﺕ ﺍﺯ ﻏﻴﺮ ،ﺍﺟﺘﻤﺎﻋﻰ ﻣﺸﻜﻼﺕ .ﻛﻨﺪﻣﻰ ﺗﻬﺪﻳﺪ ﻫﻢ ﺭﺍ ﺟﺎﻣﻌﻪ ﺁﻥ ﺩﺭ ﻣﺴﺘﻘﺮ
ﻭ ﻣﺴﺘﻘﻴﻢ ﻛﻪ ﺩﻳﮕﺮ ﺍﻓﺮﺍﺩ ﻭ ﻫﺎﺧﺎﻧﻮﺍﺩﻩ ﺑﺮ ،ﮔﺬﺍﺭﺩﻣﻰ ﺷﺎﻥﻫﺎﻯﺧﺎﻧﻮﺍﺩﻩ ﻭ ﻛﺎﺭ ﻭ ﻛﺴﺐ ﻣﺪﻳﺮﺍﻥ ﻭ ﺻﺎﺣﺒﺎﻥ ﻣﺎ
ﻫﺎﺁﺳﻴﺐﺍﻳﻦﺗﺎﺛﻴﺮﺗﺤﺖﻫﺎﺳﺎﺯﻣﺎﻥﻛﺎﺭﻛﻨﺎﻥ.ﮔﺬﺍﺭﺩﻣﻰﻣﻨﻔﻰﺍﺛﺮﺍﺕ،ﻛﻨﻨﺪﻣﻰﻛﺎﺭﻣﺎﺑﺎﻳﺎﻣﺎﺑﺮﺍﻯﻣﺴﺘﻘﻴﻢﻏﻴﺮ
ﺩﺭ ﺭﺍ ﺁﻧﻬﺎ ﻛﺎﺭﺁﻳﻰ ﻭ ﺭﺍﻧﺪﻣﺎﻥ ﺗﻮﺍﻧﺪﻣﻰ ﻛﻪ ﺷﻮﻧﺪﻣﻰ ﻣﺘﺤﻤﻞ ﺭﺍ ﺯﻳﺎﺩﻯ ﻫﺎﻯﺍﺳﺘﺮﺱ ﻭ ﺍﺿﻄﺮﺍﺏ ،ﻫﺎﺩﻏﺪﻏﻪ ﻭ
.ﺷﻮﺩ ﺳﺎﺯﻣﺎﻥ ﻗﺒﺎﻝ ﺩﺭ ﺳﻮء ﺭﻓﺘﺎﺭﻯ ﻫﺎﻯﻭﺍﻛﻨﺶ ﺑﻪ ﻣﻨﺠﺮ ﺣﺘﻰ ﻭ ﺩﺍﺩﻩ ﻛﺎﻫﺶ ﺷﺪﺕ ﺑﻪ ﺳﺎﺯﻣﺎﻥ
ﺍﺟﺘﻤﺎﻋﻰ ﻣﺸﺎﺭﻛﺖ ﺍﺯ ﻧﺎﺷﻰ ﻣﻨﺎﻓﻊ
ﻣﻨﺎﻓﻊﺗﻮﺍﻧﺪﻣﻰ،ﺍﺟﺘﻤﺎﻋﻰﻣﻌﻀﻼﺕﻭﻓﻘﺮﻛﺎﻫﺶﻳﺎﺟﻠﻮﮔﻴﺮﻯﺩﺭﺳﺮﻣﺎﻳﻪﺻﺎﺣﺒﺎﻥﻭﻫﺎﺳﺎﺯﻣﺎﻥﻣﺸﺎﺭﻛﺖ
:ﺷﻮﺩﻣﻰ ﺍﺷﺎﺭﻩ ﺁﻧﻬﺎ ﺍﺯ ﺑﺮﺧﻰ ﺑﻪ ﺯﻳﺮ ﺩﺭ ﻛﻪ ﺑﺎﺷﺪ ﺩﺍﺷﺘﻪ ﭘﻰ ﺩﺭ ﺑﺮﺍﻳﺸﺎﻥ ﺭﺍ ﺯﻳﺎﺩﻯ ﻏﻴﺮﻣﻠﻤﻮﺱ ﻭ ﻣﻠﻤﻮﺱ
ﻛﻨﺪ؛ﻣﻰ ﺗﻘﻮﻳﺖ ﻛﺎﺭﻛﻨﺎﻥ ﻣﻴﺎﻥ ﺩﺭ ﺭﺍ ﺍﻳﺸﺎﻥ ﺍﻋﺘﻤﺎﺩ ﻭ ﻣﺸﺮﻭﻋﻴﺖ •
ﺩﻫﺪ؛ﻣﻰ ﺑﻬﺒﻮﺩ ﻛﺎﺭﻛﻨﺎﻥ ﺑﻴﻦ ﺩﺭ ﺭﺍ ﻣﺜﺒﺖ ﻧﮕﺎﻩ ﻭ ﺍﻧﮕﻴﺰﻩ ﻭ ﺭﻭﺣﻴﻪ •
ﺍﻋﺘﺒﺎﺭﺑﺎﻟﻔﻌﻞﻭﺑﺎﻟﻘــﻮﻩﻣﺸــﺘﺮﻳﺎﻥﻣﻴﺎﻥﺩﺭﻛﺎﺭﻭﻛﺴــﺐﺻﺎﺣﺒــﺎﻥﻭﺳــﺎﺯﻣﺎﻥﺑﺮﻧــﺪﻭﻧﺸــﺎﻥﻭﻧــﺎﻡ•
ﺑﺨﺸﺪ؛ﻣﻰ
ﺻﺎﺣﺒﺎﻥ ﺑﻪ ﻓﻌﺎﻟﻴﺖ ﺍﺩﺍﻣﻪ ﺑﺮﺍﻯ ﺗﺮﻯﻣﻄﻠﻮﺏ ﺍﻧﺮژﻯ ﻭ ﻧﻴﺮﻭ ،ﻣﻌﻨﻮﻳﺖ ﺍﺣﺴــﺎﺱ ﺗﻘﻮﻳﺖ ﻭﺍﺳــﻄﻪ ﺑﻪ •
.ﺑﺨﺸﺪﻣﻰ ﻛﺎﺭ ﻭ ﻛﺴﺐ
«ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯ»ﻣﺴﻮﻭﻟﻴﺖ ﻓﺮﻫﻨﮓ ﮔﺴﺘﺮﺵ ﺩﺭ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﺗﺸﻜﻞ ﻧﻘﺶ
ﭼﻨﺪ ﺍﺯ ﻛﻤﺘﺮ ﺩﺭ ،ﻛﺸﻮﺭ ﭘﻴﻤﺎﻧﻜﺎﺭﻯ ﻣﺸﻬﻮﺭ ﺳﻨﺪﻳﻜﺎﻫﺎﻯ ﺍﺯ ﻳﻜﻰ ﻣﺪﻳﺮﻩ ﻫﻴﺎﺕ ﺟﻠﺴﻪ ﺩﺭ ﭘﻴﺶ ﭼﻨﺪﻯ
ﻣﺜﺎﻝ ﺍﻳﻦ .ﮔﺮﺩﻳﺪ ﺁﻭﺭﻯﺟﻤﻊ ﺧﻴﺮﻳﻪ NGO ﻳﻚ ﺑﺮﺍﻯ ﻧﻘﺪﻯ ﻛﻤﻚ ﺭﻳﺎﻝ ﻣﻴﻠﻴﻮﻥ 700 ﺑﻪ ﻧﺰﺩﻳﻚ ،ﺩﻗﻴﻘﻪ
.ﺍﺳﺖ ﻣﺪﻧﻰ ﺟﺎﻣﻌﻪ ﻫﺎﻯﺳﺎﺯﻣﺎﻥ ﺍﺯ ﺑﺨﺶ ﺍﻳﻦ ﺗﻮﺟﻪ ﻗﺎﺑﻞ ﻇﺮﻓﻴﺖ ﻭ ﺗﻮﺍﻥ ﮔﻮﻳﺎﻯ ﺧﻮﺩ
ﻫﺎﻯﻛﻤﻚ ﺑﻪ ﺩﻫﻰﺟﻬﺖ ﻭ ﺁﻓﺮﻳﻨﻰﻧﻘﺶ ﺑﺮﺍﻯ ﺯﻳﺎﺩﻯ ﻫﺎﻯﻇﺮﻓﻴﺖ ﻭ ﺍﻣﻜﺎﻧﺎﺕ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﺗﺸــﻜﻞ
ﺭﺳﺪﻣﻰ ﻧﻈﺮ ﺑﻪ .ﮔﺬﺍﺭﺩ ﺟﺎﻯ ﺑﺮ ﻣﺎﻧﺪﮔﺎﺭﻯ ﻭ ﺑﺰﺭگ ﺗﺎﺛﻴﺮﺍﺕ ﺗﻮﺍﻧﺪﻣﻰ ﻛﻪ ﺩﺍﺭﻧﺪ ﺍﺧﺘﻴﺎﺭ ﺩﺭ ﻣﻌﻨﻮﻯ ﻭ ﻣﺎﺩﻯ
ﺗﻮﺍﻧﻨﺪﻣﻰ ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ ﻓﺮﻫﻨﮓ ﮔﺴﺘﺮﺵ ﺩﺭ ﺗﺸﻜﻠﻰ ﻭ ﺍﻧﺠﻤﻨﻰ ﻓﻌﺎﻻﻥ ﻭ ﻣﺪﻳﺮﺍﻥ ﻛﻪ ﻧﻘﺸﻰ
.ﺩﺍﺭﺩ ﻛﺮﺩﻥ ﺍﻳﻔﺎ ﺍﻣﻜﺎﻥ ﺟﺎﻣﻌﻪ ﺩﺭ ﺩﻳﮕﺮﻯ ﮔﺮﻭﻩ ﻛﻤﺘﺮ ﻛﻨﻨﺪ ﺑﺎﺯﻯ
ﺍﻣﺮﻯ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﺳﻴﺴﺘﻢ ﺗﺮﻳﻦﺩﺍﺭﺳﺮﻣﺎﻳﻪ ﻭ ﺩﻧﻴﺎ ﺍﻗﺘﺼﺎﺩﻫﺎﻯ ﺁﺯﺍﺩﺗﺮﻳﻦ ﺩﺭ ﺣﺘﻰ ﻓﻌﺎﻟﻴﺖ ﺣﻮﺯﻩ ﺍﻳﻦ
ﺗﻮﺍﻥﻣﻰ ﺭﺍ ﺁﻥ ﺍﺯ ﻫﺎﻳﻰﻣﺜﺎﻝ ﺣﺘﻰ .ﺩﺍﺭﺩ ﻗﺮﺍﺭ ﻧﻴﺰ ﺍﻟﻤﻠﻠﻰﺑﻴﻦ ﻫﺎﻯﺳﺎﺯﻣﺎﻥ ﺗﺎﻛﻴﺪ ﻣﻮﺭﺩ ﻭ ﺍﺳﺖ ﺷﺪﻩ ﭘﺬﻳﺮﻓﺘﻪ
.ﻧﻤﻮﺩ ﻣﺸﺎﻫﺪﻩ ﺗﺮﻛﻴﻪ ﻗﺒﻴﻞ ﺍﺯ ﺧﻮﺩ ﻫﻤﺴﺎﻳﻪ ﻛﺸﻮﺭﻫﺎﻯ ﺩﺭ
ﺍﺳﺖ؟ ﻛﺪﺍﻡ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﺗﺸﻜﻞ ﻫﺎﻯﻇﺮﻓﻴﺖ
:ﺍﺯ ﺍﺳﺖ ﻋﺒﺎﺭﺕ ،ﺩﺍﺭﻧﺪ ﺍﺧﺘﻴﺎﺭ ﺩﺭ ﻛﺎﺭﻓﺮﻣﺎﻳﻰ ﻭ ﻛﺎﺭ ﻭ ﻛﺴﺐ ﻫﺎﻯﺍﻧﺠﻤﻦ ﻛﻪ ﺍﻣﻜﺎﻧﺎﺗﻰ ﻭ ﻫﺎﻇﺮﻓﻴﺖ
ﻭﻛﺎﺭ ﻛﺴﺐ ﺻﺎﺣﺒﺎﻥ ﺑﻪ ﻧﺰﺩﻳﻜﻰ ﻭ ﺩﺳﺘﺮﺳﻰ •
ﻭ ﻫﺎﻧﺸﺴﺖ ،ﺟﻠﺴــﺎﺕ ﻗﺒﻴﻞ ﺍﺯ ﺳــﺮﻣﺎﻳﻪ ﻭ ﻛﺎﺭ ﻭ ﻛﺴــﺐ ﺻﺎﺣﺒﺎﻥ ﺍﺟﺘﻤﺎﻋﻰ ﺷــﺒﻜﻪ ﺑﻪ ﺩﺳﺘﺮﺳــﻰ •
ﺍﻳﺸﺎﻥ ﻫﺎﻯﮔﺮﺩﻫﻤﺎﻳﻰ
ﻫﺎﺧﺒﺮﮔﺰﺍﺭﻯ ﻭ ﻫﺎﺳﺎﻳﺖ ،ﻣﺠﻼﺕ ،ﻫﺎﺭﻭﺯﻧﺎﻣﻪ ﻗﺒﻴﻞ ﺍﺯ ﺍﻳﺸﺎﻥ ﺑﻪ ﻧﺰﺩﻳﻚ ﻫﺎﻯﺭﺳﺎﻧﻪ ﺑﻪ ﺩﺳﺘﺮﺳﻰ •
ﻛﺎﺭ ﻭ ﻛﺴﺐ ﺻﺎﺣﺒﺎﻥ ﻧﮕﺎﻩ ﺩﺭ ﻫﺎﺗﺸﻜﻞ ﺍﻋﺘﺒﺎﺭ ﻭ ﻣﻘﺒﻮﻟﻴﺖ ﻭ ﻣﺸﺮﻭﻋﻴﺖ •
ﺍﺟﺘﻤﺎﻋﻰ ﻭ ﻣﺪﻧﻰ ﺟﺎﻣﻌﻪ ﻫﺎﻯ ﺍﻧﺠﻤﻦ ﺳﺎﻳﺮ ﭘﻴﺶ ﺩﺭ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻯﺗﺸﻜﻞ ﺍﻋﺘﺒﺎﺭ ﻭ ﻣﻘﺒﻮﻟﻴﺖ •
ﺗﻨﮕﻨﺎﻫﺎﻳﻰ ﻭ ﻫــﺎﻣﺤﺪﻭﺩﻳﺖ ،ﻣﺸــﻜﻼﺕ ﻫﻤﻪ ﻭﺟﻮﺩ ﺑﺎ ﺍﻗﺘﺼــﺎﺩﻯ ﻫﺎﻯﺗﺸــﻜﻞ ،ﺍﻳﻨﻜﻪ ﺁﺧﺮ ﻧﻜﺘــﻪ
ﺣﻮﺯﻩ ﺩﺭ ﺍﻳﺸــﺎﻥ ﺁﻓﺮﻳﻨﻰﻧﻘﺶ .ﺑﮕﻴﺮﻧﺪ ﺟﺪﻯ ﺭﺍ ﻣﻬــﻢ ﺍﻳﻦ ﺑﺎﻳﺪ ،ﺁﺷــﻨﺎﻳﻴﻢ ﺁﻥ ﺑﺎ ﻫﻤﮕﺎﻥ ﻭ ﺩﺍﺭﻧــﺪ ﻛــﻪ
ﺩﺭ ﻫﺎﺗﺸــﻜﻞ ﺍﻋﺘﺒﺎﺭ ﻭ ﻣﺸــﺮﻭﻋﻴﺖ ﻫﻢ ﺗﻮﺍﻧﺪﻣﻰ ،ﺍﺟﺘﻤﺎﻋــﻰ ﭘﺬﻳﺮﻯﻣﺴــﻮﻭﻟﻴﺖ ﺗﺮﻭﻳــﺞ ﻭ ﺗﻮﺳــﻌﻪ
ﻭ ﺍﻋﺘﻤﺎﺩ ﮔﻴﺮﻯﺷــﻜﻞ ﺑﻪ ﺗﻮﺍﻧﺪﻣﻰ ﻫــﻢ ،ﺩﻫﺪ ﺍﻓﺰﺍﻳﺶ ﺭﺍ ﺍﺟﺘﻤﺎﻋــﻰ ﻫﺎﻯﮔﺮﻭﻩ ﺩﻳﮕــﺮ ﻭ ﺍﻋﻀــﺎ ﺑﻴــﻦ
ﺩﺭ ﺳــﺮﻣﺎﻳﻪ ﺻﺎﺣﺒﺎﻥ ﺍﻋﺘﺒﺎﺭ ﻭ ﺟﺎﻳــﮕﺎﻩ ﺗﻮﺍﻧﺪﻣﻰ ﻫﻢ ،ﻛﻨﺪ ﻛﻤــﻚ ﺍﻋﻀﺎ ﺑﻴــﻦ ﺩﺭ ﺍﺟﺘﻤﺎﻋــﻰ ﺳــﺮﻣﺎﻳﻪ
ﻛﻨﺪ ﺑﺎﺯ ﺍﺟﺘﻤﺎﻋﻰ ﻓﺮﻭﺑﺴــﺘﻪ ﻫﺎﻯﮔﺮﻩ ﺍﺯ ﮔﺮﻫﻰ ﺗﻮﺍﻧــﺪﻣﻰ ﻫﻢ ،ﺩﻫﺪ ﺑﻬﺒﻮﺩ ﺭﺍ ﺟﺎﻣﻌﻪ ﻋﻤﻮﻣــﻰ ﺍﻓــﻜﺎﺭ
ﺟﺎﻣﻌﻪ ﺩﺭ ﺭﺍ ﻣﻌﻨــﻮﻯ ﻭ ﺍﺧﻼﻗﻰ ﺯﻳﺴــﺖ ﻛﻪ ﻧﻤﺎﻳﺪ ﺍﻳﺠﺎﺩ ﺍﻋﻀﺎ ﻭ ﺧــﻮﺩ ﺑــﺮﺍﻯ ﺭﺍ ﻣﻌﻨــﻮﻯ ﺍﺟــﺮﻯ ﻭ
.ﻛﻨﺪ ﺗﺤﻜﻴﻢ
«ﺳﻮﻡ ﻋﺮﺻﻪ »ﭘﻮﻳﺸﮕﺮﺍﻥ ﻣﻮﺳﺴﻪ ﻣﺪﻳﺮﻋﺎﻣﻞ *
(haddadi1980@gmail.com)
ﻟﻮﻛﺲ ﺑﻰ.ﺍﻡ.ﻭ ﻣﻴﻠﻴــﻮﻥ 1/3 ﺑﺎﺯﮔﺮﺩﺍﻧﺪﻥ ﺑــﺮﺍﻯ ﻓﺮﺍﺧﻮﺍﻥ ﺍﻋــﻼﻡ
ﺩﺭ ﻛﻪ ﻫﺎﻳﻲﻣﺪﻝ ﺑﺎﺗﺮﻯ ﺍﺗﺼﺎﻝ ﻛﺎﺑــﻞ ﺩﺭ ﻓﻨﻰ ﻧﻘﺺ ﺑﺮﻭﺯ ﺧﺎﻃــﺮﺑﻪ
ﺳﻮﻯ ﺍﺯ ﺷﺮﺍﻳﻄﻰ ﺩﺭ ،ﺍﻧﺪﺷﺪﻩ ﺑﺎﺯﺍﺭ ﻭﺍﺭﺩ 2010 ﻭ 2003 ﻫﺎﻱﺳــﺎﻝ
ﺯﻣﺎﻥ ﺁﻥ ﺗﺎ ﻛﻪ ﮔﺮﻓﺖ ﺻــﻮﺭﺕ ﺁﻟﻤﺎﻧﻰ ﺑﺰﺭگ ﺧﻮﺩﺭﻭﺳــﺎﺯ ﺩﻭﻣﻴﻦ
ﮔﺰﺍﺭﺵ ﻧﻘﺺ ﺍﻳﻦ ﺍﺯ ﻧﺎﺷﻲ ﻣﻴﺮ ﻭ ﻣﺮگ ﻳﺎ ﺁﺳﻴﺐ ﺩﺭﺑﺎﺭﻩ ﮔﺰﺍﺭﺷــﻰ
ﺩﺭ ﺷــﺪ ﺑﺎﻋﺚ ﻛﻪ ﺑﻮﺩ ﻋﻮﺍﻣﻠﻲ ﺍﺯ ﻳﻜﻲ ﻓﺮﺍﺧــﻮﺍﻥ ﺍﻳﻦ .ﺑﻮﺩ ﻧﺸــﺪﻩ
ﺗﺮﻳﻦﺷــﺪﻩﺗﺤﺴﻴﻦ ﻣﻴﺎﻥ ﺩﺭ ﻓﻮﺭﭼﻮﻥ ﻣﺠﻠﻪ 2012 ﺳــﺎﻝ ﺑﻨﺪﻱﺭﺗﺒﻪ
ﺑﻪ ﺭﺍ ﺧﻮﺩ ﮔﺬﺷﺘﻪ ﺳــﺎﻝ ﺍﻭﻝ ﺭﺗﺒﻪ «»ﺑﻰ.ﺍﻡ.ﻭ ،ﺟﻬﺎﻥ ﺧﻮﺩﺭﻭﺳــﺎﺯﺍﻥ
ﻫﺎﺩﺍﺭﺍﻳﻲ ﺍﺯ ﺍﺳﺘﻔﺎﺩﻩ ،ﺟﻬﺎﻧﻲ ﭘﺬﻳﺮﻱﺭﻗﺎﺑﺖ ﻣﻌﻴﺎﺭﻫﺎﻱ ﺩﺭ ﺗﻨﺰﻝ ﻭﺍﺳﻄﻪ
.ﻛﻨﺪ ﻭﺍﮔﺬﺍﺭ ﻭﺍﮔﻦ ﻓﻮﻟﻜﺲ ﺑﻪ ﺑﻠﻨﺪﻣﺪﺕ ﮔﺬﺍﺭﻱﺳﺮﻣﺎﻳﻪ ﻭ
ﺩﺳﺖ ﺍﺯ ﻣﻮﺟﺐ ﻣﺪﺕﻛﻮﺗﺎﻩ ﺩﺭ ﺍﺳﺖ ﻣﻤﻜﻦ ﻫﺮﭼﻨﺪ ،ﻓﺮﺍﺧﻮﺍﻥ ﺍﻳﻦ
ﺧﻮﺩﺭﻭﺳﺎﺯ ﺍﻳﻦ ﺑﻪ ﻣﺸﺘﺮﻳﺎﻥ ﺍﻋﺘﻤﺎﺩﻱﺑﻲ ﻟﺤﺎﻅ ﺑﻪ ﺑﺎﺯﺍﺭ ﺳــﻬﻢ ﺩﺍﺩﻥ
ﻣﻴﺰﺍﻥ ﻭ ﺣﺠﻢ ﺑﻮﺩﻥ ﺑﺎﻻ ﺩﻫﻨﺪﻩﻧﺸﺎﻥ ﺳﻮ ﺩﻳﮕﺮ ﺍﺯ ﻭﻟﻲ ﺷــﻮﺩ؛ ﻣﻌﺘﺒﺮ
ﺍﻧﺠﺎﻡﺩﺭﺍﻟﻤﻠﻠﻰﺑﻴﻦﻣﻌﺘﺒﺮﺑﺮﻧﺪﺑﺎﺗﻮﻟﻴﺪﻛﻨﻨﺪﻩﻳﻚﺍﺟﺘﻤﺎﻋﻲﻣﺴﻮﻭﻟﻴﺖ
،ﺧﻮﺩﺭﻭ ﺳﺎﺯﻧﺪﻩ ﺍﻳﻦ ﺭﺳﺎﻟﺖ .ﺍﺳﺖ ﺧﻮﻳﺶ ﺭﺳــﺎﻟﺖ ﺁﻣﻴﺰﻣﻮﻓﻘﻴﺖ
ﺍﻳﻦ ﺩﺍﺭﺩ ﺳﻌﻲ ﻭ ﺍﺳﺖ ﺑﺮﺗﺮ ﻛﻴﻔﻴﺖ ﻭ ﻓﻨﺎﻭﺭﻱ ﺑﺎ ﺧﻮﺩﺭﻭﻫﺎﻳﻲ ﺗﻮﻟﻴﺪ
ﺑﻬﺒﻮﺩ ﻭ ﺗﻜﺎﻣﻞ ﻣﺴﻴﺮ ﺩﺭ ﻭ ﺩﺍﺩﻩ ﺍﻧﺠﺎﻡ ﻣﻤﻜﻦ ﻭﺟﻪ ﺑﻬﺘﺮﻳﻦ ﺑﻪ ﺭﺍ ﻛﺎﺭ
،ﺭﺳﺎﻟﺘﻲ ﭼﻨﻴﻦ ﺑﺎ .ﺯﻧﺪﻧﻤﻲ ﺑﺎﺯ ﺳﺮ ﺧﻮﺩ ﺍﺷﺘﺒﺎﻫﺎﺕ ﭘﺬﻳﺮﺵ ﺍﺯ ﻣﺴﺘﻤﺮ
ﻧﻘﺺ ﺍﺯ ﻧﺎﺷﻲ ﻋﻮﺍﺭﺽ ﻭ ﭘﻴﺎﻣﺪﻫﺎ ﺑﺮﺍﺑﺮ ﺩﺭ ﻫﻤﻮﺍﺭﻩ ﺷﺮﻛﺖ ﻣﺪﻳﺮﺍﻥ
.ﻛﻨﻨﺪﻣﻲ ﻣﺴﻮﻭﻟﻴﺖ ﺍﺣﺴﺎﺱ ﺧﻮﺩ ﺗﻮﻟﻴﺪﺍﺕ ﻛﻴﻔﻲ
ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ ﺗﻮﺳﻌﻪ ﺍﺯ ﻫﺎﺑﻨﮕﺎﻩ ﻣﻨﻔﻌﺖ ﺳﻪ
(CSR) ﺍﺟﺘﻤﺎﻋﻰ
10 ﺣﺪﻭﺩ ﺩﺭ ،2006 ﺳﺎﻝ ﺩﺭ ،«»ﻓﻮﺭﭼﻮﻥ ﻧﺸﺮﻳﻪ ﺍﻋﻼﻡ ﺑﺮﺍﺳﺎﺱ
ﻣﺘﺤﺪﻩ ﺍﻳﺎﻻﺕ ﺩﺭ ﻫــﺎﺑﻨﮕﺎﻩ ﻣﺪﻳﺮﻳﺖ ﺗﺤﺖ ﻫﺎﻯﺩﺍﺭﺍﻳﻰ ﺍﺯ ﺩﺭﺻــﺪ
ﺩﻻﺭ ﺗﺮﻳﻠﻴﻮﻥ 24 ﻛﻞ ﺍﺯ ﺩﻻﺭ ﺗﺮﻳﻠﻴــﻮﻥ 2/3 ﺣﺪﻭﺩﺍ ﻳﻌﻨﻲ ،ﺁﻣﺮﻳــﻜﺎ
ﻏﻴﺮﻣﺴــﺘﻘﻴﻢ ﻳﺎ ﻣﺴــﺘﻘﻴﻢ ﻃﻮﺭ ﺑﻪ ،ﺁﻣﺮﻳﻜﺎﻳﻰ ﻫﺎﻯﺷــﺮﻛﺖ ﺩﺍﺭﺍﻳﻰ
ﺩﺍﺷﺘﻦﻧﮕﻪ ﺑﺎﻻ ﻫﺪﻓﺸــﺎﻥ ﻛﻪ ﺍﻧﺪﺷــﺪﻩ ﮔﺮﻓﺘﻪ ﻛﺎﺭ ﺑﻪ ﻫﺎﻳﻰﺯﻣﻴﻨﻪ ﺩﺭ
ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ ﺑﺎ ﻣﺮﺗﺒﻂ ﻣﺨﺘﻠﻒ ﻫﺎﻯﻋﺮﺻﻪ ﺩﺭ ﻫﺎﺷــﺮﻛﺖ ﺭﺗﺒﻪ
[1] .ﺍﺳﺖ ﺍﺟﺘﻤﺎﻋﻰ
ﺍﺳﺖ ﺣﺪﻱ ﺩﺭ ﻫﺎﺑﻨﮕﺎﻩ ﺍﺟﺘﻤﺎﻋﻲ ﻫﺎﻱﻣﺴﻮﻭﻟﻴﺖ ﺑﻪ ﺗﻮﺟﻪ ﺍﻫﻤﻴﺖ
ﺑﻨﮕﺎﻩ 500 ﺑﻨﺪﻯﺭﺗﺒﻪ ﺩﺭ ،ﺑﻌﺪ ﺑﻪ 2005 ﺳــﺎﻝ ﺍﺯ ﻓﻮﺭﭼﻮﻥ ﻣﺠﻠﻪ ﻛﻪ
ﻛﺴــﺐ ﺍﺟﺘﻤﺎﻋﻰ ﻫﺎﻱﻣﺴــﻮﻭﻟﻴﺖ ﺑﻪ ﺁﻧﺎﻥ ﺗﻌﻬﺪ ﻣﻴﺰﺍﻥ ،ﺟﻬﺎﻥ ﺑﺮﺗﺮ
ﺍﺻﻠﻰ ﮔﺎﻧﻪﻫﺸــﺖ ﻣﻌﻴﺎﺭﻫﺎﻱ ﺍﺯ ﻳﻜﻲ ﻋﻨﻮﺍﻥ ﺑﻪ ﺭﺍ ﺧﻮﺩ ﻛﺎﺭﻫﺎﻱ ﻭ
.ﺍﺳﺖﺩﺍﺩﻩ ﻗﺮﺍﺭ ﺑﺮﺗﺮ ﻫﺎﻱﺑﻨﮕﺎﻩ ﺑﻨﺪﻱﺭﺗﺒﻪ ﻭ ﺳﻨﺠﺶ
ﺍﺟﺮﺍﻱ ﺑﻪ ﺗﻌﻬــﺪ ﻣﻴﺎﻥ ﻗﻮﻱ ﻭ ﻣﺜﺒــﺖ ﺭﺍﺑﻄﻪ ،ﺟﻬﺎﻧــﻲ ﺳــﻄﺢ ﺩﺭ
،ﺳﻮﺩﺁﻭﺭﻱ ﺭﺷﺪ ﻭ ﺍﻗﺘﺼﺎﺩﻱ ﻫﺎﻱﺑﻨﮕﺎﻩ ﺍﺟﺘﻤﺎﻋﻲ ﭘﺬﻳﺮﻱﻣﺴﻮﻭﻟﻴﺖ
ﭘﺬﻳﺮﺵ .ﺧﻮﺭﺩﻣﻲ ﭼﺸﻢ ﺑﻪ ﺁﻧﺎﻥ ﻣﺎﻧﺪﻥ ﺭﻗﺎﺑﺘﻲ ﻭ ﺗﻮﺍﻧﻤﻨﺪﻱ ﺍﻓﺰﺍﻳﺶ
ﺍﺭﺗﻘﺎﻯﺟﻬﺖﺩﺭﺍﺳﺎﺳﻲﮔﺎﻣﻲ،ﻫﺎﺑﻨﮕﺎﻩﺳﻮﻱﺍﺯﺍﺟﺘﻤﺎﻋﻲﻣﺴﻮﻭﻟﻴﺖ
ﻛﺎﺭ ﻧﻴﺮﻭﻯ ﺗﺮﻏﻴﺐ ﻧﻴﺰ ﻭ ﻫﺎﺑﻨﮕﺎﻩ ﺑﻪ ﮔﺬﺍﺭﺍﻥﺳــﺮﻣﺎﻳﻪ ﻋﻤﻮﻣﻲ ﺍﻋﺘﻤﺎﺩ
ﺷﺪﻩ ﻣﺤﺴﻮﺏ ﭘﺬﻳﺮﻣﺴﻮﻭﻟﻴﺖ ﻫﺎﻯﺑﻨﮕﺎﻩ ﺑﺎ ﻫﻤﻜﺎﺭﻯ ﺑﻪ ﻣﺘﺨﺼﺺ
ﺧﺪﻣﺎﺕ ﻭ ﻛﺎﻻﻫﺎ ﻣﺼــﺮﻑ ﺑﻪ ﺭﺍ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﺣــﺎﻝﻋﻴﻦ ﺩﺭ ﻭ
ﺍﺟﺘﻤﺎﻋﻰ ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ ﺑﺎﻻﻯ ﺳــﻄﺢ ﺩﺍﺭﺍﻯ ﻫﺎﻯﺑﻨﮕﺎﻩ ﺗﻮﻟﻴﺪﻯ
.ﻛﻨﺪﻣﻰ ﺗﺮﻏﻴﺐ
ﺳﻄﺢ ﺍﻓﺰﺍﻳﺶ ﻭ ﺍﺭﺗﺒﺎﻃﺎﺕ ﺷــﺪﻥ ﺟﻬﺎﻧﻲ ﻋﺼﺮ ﺩﺭ ﺁﻧﻜﻪ ﺧﻼﺻﻪ
ﻫﺎﻱﺑﻨﮕﺎﻩ ﻓﻌﺎﻟﻴﺖ ﺳﺎﺯﻱﺷﻔﺎﻑ ﺧﻮﺍﻫﺎﻥ ﺷﻬﺮﻭﻧﺪﺍﻥ ،ﻋﻤﻮﻣﻰ ﺳﻮﺍﺩ
.ﻫﺴﺘﻨﺪ ﺁﻧﺎﻥ ﺳﻮﻱ ﺍﺯ ﺑﻴﺸﺘﺮ ﺍﺟﺘﻤﺎﻋﻲ ﻣﺴﻮﻭﻟﻴﺖ ﭘﺬﻳﺮﺵ ﻭ ﺍﻗﺘﺼﺎﺩﻱ
ﺳﻮﻱ ﺍﺯ ﻋﻤﻮﻣﻲ ﺍﻋﺘﻤﺎﺩ ﺳﻠﺐ ﻛﻪ ﻭﺍﻗﻔﻨﺪ ﻧﻴﺰ ﻫﺎﺑﻨﮕﺎﻩ ،ﺳﻮ ﺩﻳﮕﺮ ﺍﺯ
ﺍﺭﺯﺵ ﻛﺎﻫﺶ ﻣﻮﺟﺐ ﺗﻮﺍﻧﺪﻣﻲ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﻭ ﮔﺬﺍﺭﺍﻥﺳــﺮﻣﺎﻳﻪ
ﻛﻨﻨﺪﻩﻓﻠﺞ ﺍﻗﺘﺼﺎﺩﻱ ﺑﺤﺮﺍﻥ ﺑﺮﻭﺯ ﻭ ﺳﻮﺩﺁﻭﺭﻱ ﻛﺎﻫﺶ ،ﺷﺮﻛﺖ ﺳﻬﺎﻡ
ﻭ ﺭﺷــﺪ ﺩﺭ ﺑﻠﻨﺪﻣﺪﺕ ﻣﻨﻔﻲ ﻧﺘﺎﻳﺞ ﺣﺎﻝﻋﻴﻦ ﺩﺭ ﻭ ﺷــﺪﻩ ﺁﻧﺎﻥ ﺑﺮﺍﻱ
.ﺑﺎﺷﺪ ﺩﺍﺷﺘﻪ ﺟﺎﻣﻌﻪ ﭘﺎﻳﺪﺍﺭ ﺗﻮﺳﻌﻪ
CSR ﭼﻬﺎﺭﻻﻳﻪ ﻫﺮﻡ
ﭼﺎﺭﭼﻮﺑﻰ ،ﭼﺎﺭﭼﻮﺑﻲ ،ﻫﺎﺑﻨﮕﺎﻩ ﺍﺟﺘﻤﺎﻋﻲ ﻣﺴﻮﻭﻟﻴﺖ ﭼﻬﺎﺭﻻﻳﻪ ﻫﺮﻡ
ﺩﻫﺪﻣﻲ ﻗﺮﺍﺭ ﻫﺎﺑﻨﮕﺎﻩ ﺭﻭﻱ ﭘﻴﺶ ﺭﺍ ﺍﺳﺎﺳــﻲ ﺣﺎﻝ ﻋﻴﻦ ﺩﺭ ﻭ ﺳــﺎﺩﻩ
ﻣﺴﻮﻭﻟﻴﺖ ﭼﻬﺎﺭ ﺍﻳﻔﺎﻱ ،ﺗﻮﻟﻴﺪﻱ ﺑﻨﮕﺎﻩ ﻳﻚ ﻣﺪﻳﺮﺍﻥ ﺁﻥ ﻣﺒﻨﺎﻱ ﺑﺮ ﻛﻪ
.ﺩﺍﺭﻧﺪ ﺑﺮﻋﻬﺪﻩ ﺭﺍ ﻛــﺮﺩﻥ ﻓﺪﺍﻛﺎﺭﻱ ﻭ ﺍﺧﻼﻗﻲ ،ﺣﻘﻮﻗﻲ ،ﺍﻗﺘﺼــﺎﺩﻱ
،ﺑﻨﮕﺎﻩ ﺍﺻﻠﻲ ﻫﺪﻑ ،ﺍﻗﺘﺼــﺎﺩﻱ ﻣﺴــﻮﻭﻟﻴﺖ -ﻫﺮﻡ ﺍﻭﻝ ﻻﻳﻪ ﻣﻄﺎﺑﻖ
،ﺍﻗﺘﺼﺎﺩﻱ ﻣﻨﺎﻓﻊ ﻭﻛﺴــﺐ ﺟﺎﻣﻌﻪ ﻧﻴﺎﺯ ﻣﻮﺭﺩ ﺧﺪﻣﺎﺕ ﻭ ﻛﺎﻻﻫﺎ ﺗﻮﻟﻴﺪ
ﻣﺴﻮﻭﻟﻴﺖ ﺍﻳﻦ ﺩﺭﺳﺖ ﺍﻳﻔﺎﻱ ﺑﺎ .ﺍﺳﺖ ﻛﺎﺭﺁﻳﻲ ﺍﻓﺰﺍﻳﺶ ﻭ ﺳﻮﺩﺁﻭﺭﻱ
ﻛﺎﻻﻫﺎﻱ ﺍﺯ ﻧﺎﺷــﻲ ﻋﻮﺍﺭﺽ ﻭ ﭘﻴﺎﻣﺪﻫﺎ ﺑﺮﺍﺑﺮ ﺩﺭ ﺁﻥ ﻭﻣﺪﻳﺮﺍﻥ ﺑﻨــﮕﺎﻩ
ﺟﻮﺍﺑﮕﻮ ﻭ ﻣﺴﻮﻭﻝ ﭘﻴﺎﻣﺪﻫﺎ ﺁﻥ ﺑﺮﺍﺑﺮ ﺩﺭ ﺑﺎﻳﺪ ﻭ ﻣﺴﻮﻭﻟﻨﺪ ﺧﻮﺩ ﺗﻮﻟﻴﺪﻱ
.ﺷﻮﻧﺪ ﺩﺍﺷﺘﻪ ﻧﮕﺎﻩ
ﺣﺎﻟﻲ ﻋﻴﻦ ﺩﺭ ﻫﺎﺑﻨﮕﺎﻩ ،ﺣﻘﻮﻗــﻲ ﻣﺴــﻮﻭﻟﻴﺖ ﻃﺒﻖ ﺩﻭﻡ ﻻﻳﻪ ﺩﺭ
ﻣﻘﺮﺭﺍﺕ ﻭ ﻗﻮﺍﻧﻴﻦ ﺭﻋﺎﻳﺖ ﺑﻪ ﻣﻠﺰﻡ ،ﻫﺴﺘﻨﺪ ﺳــﻮﺩﺁﻭﺭﻱ ﺩﻧﺒﺎﻝ ﺑﻪ ﻛﻪ
ﺑﻪ ﺗﻮﺟﻪ ،ﻫﺮﻡ ﺍﺯ ﻻﻳﻪ ﺍﻳﻦ ﺩﺭ .ﻫﺴــﺘﻨﺪ ﺧﻮﺩ ﺟﻮﺍﻣﻊ ﺩﺭ ﺷــﺪﻩﻭﺿﻊ
ﺧﺪﻣﺎﺕ ﻭ ﻛﺎﻻ ﻛﻨﻨــﺪﮔﺎﻥﻣﺼﺮﻑ ﻭ ﻛﺎﺭﻛﻨــﺎﻥ ﺍﻳﻤﻨﻲ ﻭ ﺑﻬﺪﺍﺷــﺖ
ﺍﺯ ،ﺗﻮﻟﻴﺪ ﻓﺮﺁﻳﻨﺪ ﺩﺭ ﺯﻳﺴــﺖ ﻣﺤﻴﻂ ﺁﻻﻳﻨﺪﮔﻲ ﻋﺪﻡ ﻛﻨﺎﺭ ﺩﺭ ﺗﻮﻟﻴﺪﻱ
ﻣﻌﺎﻣﻼﺕ ﺍﻧﺠﺎﻡ ﺍﺯ ﭘﺮﻫﻴﺰ ﻫﺮﭼﻨﺪ .ﺍﺳﺖ ﻫﺎﺑﻨﮕﺎﻩ ﺍﻭﻟﻴﻪ ﻭﻇﺎﻳﻒ ﺟﻤﻠﻪ
ﺗﺒﻌﻴﺾ ﺍﺭﺗﻜﺎﺏ ﻋﺪﻡ ﻭ ﺍﻧﺤﺼﺎﺭ ﺍﻳﺠﺎﺩ ﺍﺯ ﺩﻭﺭﻱ ﻭ ﺳــﺎﺯﻣﺎﻧﻲﺩﺭﻭﻥ
ﺣﻘﻮﻗﻲ ﻫﺎﻱﻣﺴﻮﻭﻟﻴﺖ ﺩﻳﮕﺮ ﺍﺯ (ﺟﻨﺴــﻲ ﺗﺒﻌﻴﺾ ،ﻗﻮﻣﻲ )ﺗﺒﻌﻴﺾ
ﺍﻋﻤﺎﻝ ﺍﺯ ﻣﻤﺎﻧﻌﺖ ﻫﻤﭽﻨﻴﻦ .ﺁﻳﺪﻣﻲ ﺷﻤﺎﺭ ﺑﻪ ﺳﻄﺢ ﺍﻳﻦ ﺩﺭ ﻫﺎﺑﻨﮕﺎﻩ
ﻭ ﭘﻴﺸــﺒﺮﺩﻱ ﺗﺒﻠﻴﻐﺎﺕ ﻳﺎ ﮔﺬﺍﺭﻱﻗﻴﻤﺖ ﺩﺭ ﻛﺎﺭﺍﻧﻪﻓﺮﻳﺐ ﻫــﺎﻱﺭﻭﻳﻪ
.ﮔﻴﺮﺩﻣﻰﻗﺮﺍﺭﻫﺎﺑﻨﮕﺎﻩﺣﻘﻮﻗﻲﻫﺎﻱﻣﺴﻮﻭﻟﻴﺖﺟﺮﮔﻪﺩﺭﻧﻴﺰﺑﻨﺪﻱﺑﺴﺘﻪ
ﻛﻨﺪ ﺗﻮﻟﻴﺪ ﺍﺟﺘﻤﺎﻋﻰ ﻫﺰﻳﻨﻪ ﻧﺒﺎﻳﺪ ﺗﻮﻟﻴﺪ ﻓﺮﺁﻳﻨﺪﻫﺎﻯ ،ﺧﻼﺻﻪ ﺑﻴﺎﻥ ﺑﻪ
ﺣﺪﺍﻗﻞ ﺩﺭﺻﺪﺩ ﺑﻨﮕﺎﻩ ﻣﺪﻳﺮﺍﻥ ،ﺩﺍﺩ ﺭﺥ ﻭﺿﻌﻴﺘــﻰ ﭼﻨﻴﻦ ﭼﻨﺎﻧﭽــﻪ ﻭ
.ﺑﺮﺁﻳﻨﺪ ﺁﻥ ﺁﺛﺎﺭ ﻛﺮﺩﻥ
ﺍﺯ ﻛﻪ ﻫﻨﺠﺎﺭﻫﺎﻳﻲ ﻭ ﺍﻧﺘﻈﺎﺭﺍﺕ ،ﺍﺳﺘﺎﻧﺪﺍﺭﺩﻫﺎ ﺑﻪ ﺍﺧﻼﻗﻲ ﻣﺴﻮﻭﻟﻴﺖ
،ﺷﻮﻧﺪﻣﻲ ﺗﻠﻘﻲ ﻣﻨﺼﻔﺎﻧﻪ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﻭ ﺳﻬﺎﻣﺪﺍﺭﺍﻥ ،ﺟﺎﻣﻌﻪ ﺳﻮﻱ
،ﺻﺪﺍﻗﺖ ﻫﻤﭽﻮﻥ ﺍﺻﻮﻟﻲ ﺭﻋﺎﻳﺖ ﺑﺎ ﺑﻨﮕﺎﻩ ﺭﻭﺩﻣﻲ ﺍﻧﺘﻈﺎﺭ .ﺩﺍﺭﺩ ﺗﻮﺟﻪ
ﺍﺻﻮﻝ ﺑﻪ ﭘﺎﻳﺒﻨﺪﻱ .ﻛﻨــﺪ ﻋﻤﻞ ﺍﺧﻼﻗﻲ ،ﻣﺘﻘﺎﺑﻞ ﺍﺣﺘــﺮﺍﻡ ﻭ ﺍﻧﺼــﺎﻑ
ﻭ ﺍﻫﻠﻴﺖ ﺑﻨﮕﺎﻩ ﻛﻪ ﻓﻌﺎﻟﻴﺘﻲ ﺑﻪ ﭘﺮﺩﺍﺧﺘﻦ ﻭ ﺟﺎﻣﻌﻪ ﻣﺘﻌﺎﺭﻑ ﺍﺧﻼﻗــﻰ
ﭘﺬﻳﺮﺵ ﺍﻧﺘﻈﺎﺭﺍﺕ ﺍﺯ ،ﺑﺎﺷﺪ ﺩﺍﺷﺘﻪ ﺭﺍ ﺁﻥ ﺍﻧﺠﺎﻡ ﻣﺸــﺮﻭﻋﻴﺖ ﻭ ﺍﻗﺘﺪﺍﺭ
.ﺍﺳﺖ ﺍﺧﻼﻗﻲ ﻣﺴﻮﻭﻟﻴﺖ
ﻳﻚ ﻣﺜﺎﺑﻪ ﺑﻪ ﺑﻨﮕﺎﻩ ،ﺩﻭﺳﺘﻲﺍﻧﺴﺎﻥ ﻭ ﻓﺪﺍﻛﺎﺭﻱ ﻣﺴﻮﻭﻟﻴﺖ ﺍﻳﻔﺎﻱ ﺩﺭ
ﺟﺎﻣﻌﻪﻣﻌﻀﻼﺕﺍﺯﻧﺤﻮﻱﺑﻪﻛﻪﻫﺎﻳﻲﻓﻌﺎﻟﻴﺖﺍﻧﻮﺍﻉﺩﺭﺧﻮﺏﺷﻬﺮﻭﻧﺪ
ﻭ ﻛﺎﺭﻛﻨﺎﻥ ،ﺳﻬﺎﻣﺪﺍﺭﺍﻥ ﺍﺯ ﺍﻋﻢ ﺟﺎﻣﻌﻪ ﺁﺣﺎﺩ ﺯﻧﺪﮔﻲ ﻛﻴﻔﻴﺖ ﻭ ﻛﺎﻫﺪﻣﻲ
.ﻛﻨﺪ ﻣﺸﺎﺭﻛﺖ ﺩﺍﻭﻃﻠﺒﺎﻧﻪ ﻃﻮﺭ ﺑﻪ ،ﺑﺨﺸﺪﻣﻲ ﺑﻬﺒﻮﺩ ﺭﺍ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ
ﺳﻬﺎﻣﺪﺍﺭﺍﻥ ﺑﻪ ﺗﻨﻬﺎ ﻧﻪ ﺑﻨﮕﺎﻩ ﻣﺪﻳﺮﺍﻥ ،ﭘﺬﻳﺮﻯﻣﺴﻮﻭﻟﻴﺖ ﺍﺯ ﺟﻨﺒﻪ ﺍﻳﻦ ﺩﺭ
ﻧﻔﻌﺎﻥﺫﻯ ﻛﻠﻴﻪ ﻧﻤﻮﺩﻥ ﻣﻨﺘﻔﻊ ﺧﻮﺍﻫﺎﻥ ﺑﻠﻜﻪ ،ﻫﺴﺘﻨﺪ ﭘﺎﺳــﺨﮕﻮ ﺧﻮﺩ
،ﻭﺍﺳﻂ ﻭ ﺍﻭﻟﻴﻪ ﻣﻮﺍﺩ ﻛﻨﻨﺪﮔﺎﻥﺗﺎﻣﻴﻦ ،ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ،ﻛﺎﺭﻛﻨﺎﻥ ﺷﺎﻣﻞ
ﺷﻜﻠﻲ ﺑﻪ ﺧﻮﺩ ﻓﻌﺎﻟﻴﺖ ﻗﻠﻤﺮﻭ ﺣﻮﺯﻩ ﺑﺰﺭگ ﺟﺎﻣﻌﻪ ﻭ ﻣﺤﻠﻰ ﺟﻮﺍﻣﻊ
،ﺧﻴﺮﻳﻪ ﻣﻮﺳﺴﺎﺕ ﺑﻪ ﻣﺎﻟﻲ ﻫﺎﻱﻛﻤﻚ ﺍﻫﺪﺍﻱ .ﻫﺴﺘﻨﺪ ﺩﺍﻭﻃﻠﺒﺎﻧﻪ ﻛﺎﻣﻼ
ﺍﻧﺠﺎﻡﻭﺗﺤﺼﻴﻠﻲﻫﺎﻱﺑﻮﺭﺱﺍﻋﻄﺎﻱ،ﭘﮋﻭﻫﺸﻲﻣﻮﺳﺴﺎﺕ،ﻫﺎﺩﺍﻧﺸﮕﺎﻩ
ﭼﻨﻴﻦ ﺍﻳﻔﺎﻱ ﺍﺯ ﻣﻮﺍﺭﺩﻱ ﻫﺎﺑﻨﮕﺎﻩ ﺳﻮﻱ ﺍﺯ ﺍﺟﺘﻤﺎﻋﻲ ﺍﻟﻤﻨﻔﻌﻪﻋﺎﻡ ﺍﻣﻮﺭ
ﻣﺸﺨﺺ ﻫﺎﻣﺴﻮﻭﻟﻴﺖ ﺍﺯ ﺍﻱﮔﺴﺘﺮﺩﻩ ﺣﻴﻄﻪ ﭼﻨﻴﻦ ﺑﺎ .ﺍﺳــﺖ ﻧﻘﺸﻲ
ﺑﻪ ﻫﺎﺑﻨﮕﺎﻩ ﺳﻮﻱ ﺍﺯ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﻮﻭﻟﻴﺖ ﻧﻘﺶ ﻛﺎﻣﻞ ﺍﻳﻔﺎﻱ ﻛﻪ ﺍﺳﺖ
ﺳﻮﺩﺳﺎﺯﻱ ﻭ ﺳﻮﺩﺁﻭﺭﻯ ﺍﻧﮕﻴﺰﻩ ﺩﻫﻨﺪﻩ ﺳﺎﻣﺎﻥ ﻭ ﻣﺤﺪﻭﺩﻛﻨﻨﺪﻩ ﻧﻮﻋﻰ
ﺑﻪ ﺧﻮﺩ ﺗﺼﻤﻴﻤﺎﺕ ﺍﺗﺨﺎﺫ ﺩﺭ ﻫــﺎﺑﻨﮕﺎﻩ ﻣﻀﺎﻓﺎ .ﺑﻮﺩ ﺧﻮﺍﻫﺪ ﻣﺪﻳــﺮﺍﻥ
.ﺩﻫﻨﺪﻣﻲ ﻧﺸﺎﻥ ﻭﻳﮋﻩ ﺗﻮﺟﻪ ﺗﺼﻤﻴﻢ ﺁﻥ ﺍﺟﺘﻤﺎﻋﻲ ﻋﻮﺍﻗﺐ
ﺁﻧﺎﻥ ﻛﻪ ﻛﻨﻨﺪﻣﻰ ﺍﺩﻋﺎ ﻣﻌﻤﻮﻻ ﺑﺰﺭگ ﻫﺎﻯﺷﺮﻛﺖ ﺣﺎﺿﺮ ﺣﺎﻝ ﺩﺭ
ﺩﺭﺻﺪﺩ ﻭ ﻧﺒﻮﺩﻩ ﺁﻭﺭﻱﺳﻮﺩ ﺩﻧﺒﺎﻝ ﺑﻪ ﻓﻘﻂ ﺧﻮﺩ ﻭﻛﺎﺭﻫﺎﻱﻛﺴﺐ ﺩﺭ
ﺧﻮﺩ ﻫﺎﻯﺗﻼﺵ ﻣﺮﺗﺒﺎ ﺁﻧﻬﺎ .ﻫﺴــﺘﻨﺪ ﺍﺟﺘﻤﺎﻋﻰ ﺑﺰﺭگ ﺍﻫﺪﺍﻑ ﺗﺤﻘﻖ
،ﻧﻘﻠﻴﻪ ﻭﺳﺎﻳﻞ ﺳﻮﺧﺖ ﺑﻴﺸﺘﺮ ﻭﺭﻯﺑﻬﺮﻩ ﻳﺎ ﺳﺎﻟﻢ ﻏﺬﺍﻫﺎﻯ ﺗﻮﻟﻴﺪ ﺑﺮﺍﻯ
ﺑﻪ ﺟﻬﺎﻥ ﺳﺎﺧﺘﻦ ﺑﺮﺍﻱ ﻣﻨﺎﺑﻊ ﺳﺎﻳﺮ ﻭ ﺍﻧﺮژﻯ ﻣﺼﺮﻑ ﺩﺭ ﺟﻮﻳﻰﺻﺮﻓﻪ
ﺟﻬﺎﻧﻲ ﺟﺎﻣﻌﻪ ﮔﻮﺵ ﺑﻪ ﻛﺮﻧﺎ ﻭ ﺑﻮﻕ ﺑﺎ ،ﺭﺍ ﺯﻧﺪﮔﻲ ﺑﺮﺍﻱ ﺑﻬﺘﺮ ﻣﻜﺎﻧﻰ
ﻣﺤﻴﻂ ﻭ ﺍﺟﺘﻤﺎﻉ ﺑﺮﺍﺑﺮ ﺩﺭ ﻣﺴــﻮﻭﻟﻴﺖ ﺁﻧﻬﺎ ﺣﻘﻴﻘﺖ ﺩﺭ .ﺭﺳــﺎﻧﻨﺪﻣﻲ
ﻛﻪ ﻛﻨﻨﺪﻣﻲ ﻗﻠﻤﺪﺍﺩ ﺧﻮﺩ ﺷﺮﻛﺘﻲ ﺍﺳــﺘﺮﺍﺗﮋﻱ ﺍﺯ ﺟﺰﺋﻲ ﺭﺍ ﺍﺟﺘﻤﺎﻋﻲ
ﺍﻋﺘﺒﺎﺭ ﻣﻴﺰﺍﻥ ﺑﺮ ،ﺑﺎﺯﺍﺭﺟﻬﺎﻧﻲ ﺭﻗﺎﺑﺘﻲ ﺷﺪﺕ ﺑﻪ ﻓﻀﺎﻱ ﺩﺭ ﺷﺪﻩ ﻣﻮﺟﺐ
.ﺷﻮﺩ ﺍﻓﺰﻭﺩﻩ ﺑﺎﺯﺍﺭﺷﺎﻥ ﺍﺯ ﺳﻬﻢ ﻻﺟﺮﻡ ﻭ
ﺍﻳﻔﺎﻱ ﺑﻪ ﺍﻗﺘﺼﺎﺩﻱ ﻫﺎﻱﺑﻨﮕﺎﻩ ﺗﻮﺟﻬﻲﺑﻲ ﻛﻪ ﺑﺎﻭﺭﻧﺪ ﺍﻳﻦ ﺑﺮ ﺑﺴﻴﺎﺭﻱ
ﺑﺮﻭﺯ ﺿﻤﻦ ﺧﻮﺩ ﺧﺎﺭﺟﻲ ﺫﻳﻨﻔﻌــﺎﻥ ﻭ ﺍﺟﺘﻤﺎﻋﻲ ﻫﺎﻱﻣﺴــﻮﻭﻟﻴﺖ
ﺗﻮﻟﻴﺪﻱ ﺧﺪﻣﺎﺕ ﻭ ﻛﺎﻻﻫﺎ ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﺑﺮﺍﻱ ﻧﺎﮔﻮﺍﺭ ﭘﻴﺎﻣﺪﻫــﺎﻱ
ﻫﺎﺑﻨﮕﺎﻩ ﺍﺩﺍﺭﻩ ﻧﺤﻮﻩ ﺩﺭ ﻫﺎﺩﻭﻟﺖ ﺩﺧﺎﻟﺖ ﺍﻓﺰﺍﻳﺶ ﺳﺎﺯﺯﻣﻴﻨﻪ ﻫﺎﺑﻨﮕﺎﻩ ﺁﻥ
ﺗﻮﻟﻴﺪ ﻫﺎﻯﺭﻭﺵ .ﺷﻮﺩﻣﻲ ﺍﻗﺘﺼﺎﺩ ﻛﻞ ﺩﺭ ﻛﺎﺭﺁﻳﻲ ﻛﺎﻫﺶ ﻧﺘﻴﺠﻪ ﺩﺭ ﻭ
ﺗﺮﺟﻴﺤﺎﺕ ﻛﻨﻨﺪﻩﻣﻨﻌﻜﺲ ﻭ ﺁﻳﻨــﻪ ﺑﺎﺯﺍﺭ ﻫﺮ ﺩﺭ ﻣﻮﺟﻮﺩ ﻛﺎﻻﻫــﺎﻱ ﻭ
ﺑﻪ ﺗﻮﺟﻪ ﺑﺎ ﺍﻗﺘﺼﺎﺩﻯ ﻫﺎﻱﺑﻨﮕﺎﻩ ﻣﺨﺘﻠــﻒ ﻫﺎﻯﺑﺴــﺘﺎﻥ -ﺑﺪﻩ ﻭ ﺍﻓﺮﺍﺩ
.ﻫﺴﺘﻨﺪ ﺑﻮﺩﺟﻪ ﻣﺤﺪﻭﺩﻳﺖ
ﺩﺍﺭﻋﻬﺪﻩ ﺑﻨﮕﺎﻩ ﻳﻚ ﺷــﻮﺩﻣﻲ ﺑﺎﻋﺚ ﻛﻪ ﺩﻟﻴﻠﻲ ﺗﻨﻬﺎ ،ﻣﻴﺎﻥ ﺍﻳــﻦ ﺩﺭ
ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﻛﻪﺍﺳﺖﺍﻳﻦﻧﺸﻮﺩﺧﻮﺩﺍﺟﺘﻤﺎﻋﻲﻣﺴﻮﻭﻟﻴﺖﭘﺬﻳﺮﺵ
ﺍﻳﻔﺎﻱ .ﻧﺒﺎﺷــﻨﺪ ﺍﺿﺎﻓﻰ ﻫﺎﻯﻫﺰﻳﻨﻪ ﺑﺮﺍﻯ ﺍﺿﺎﻓﻰ ﭘﺮﺩﺍﺧﺖ ﺑﻪ ﺣﺎﺿﺮ
ﺗﻮﻟﻴﺪﻫﺰﻳﻨﻪﺍﻓﺰﺍﻳﺶﺩﺭﺑﺮﮔﻴﺮﻧﺪﻩﻫﺎﺑﻨﮕﺎﻩﺳﻮﻱﺍﺯﺍﺟﺘﻤﺎﻋﻰﻣﺴﻮﻭﻟﻴﺖ
ﻧﺎﺧﻮﺷــﺎﻳﻨﺪﻱ ﺟﺎﻧﺒﻲ ﻋﻮﺍﺭﺽ ﺣﺘﻤﺎ ﺁﻥ ﺍﻳﻔﺎﻱ ﻋﺪﻡ ﻭ ﺑﻮﺩ ﺧﻮﺍﻫﺪ
ﻛﻪ ﺍﺳﺖ ﻣﺸــﺨﺺ ﻛﺎﻣﻼ ﻣﺜﺎﻝ ﻋﻨﻮﺍﻥ ﺑﻪ .ﺩﺍﺷــﺖ ﺧﻮﺍﻫﺪ ﺑﺮ ﺩﺭ ﺭﺍ
ﺍﮔﺮ ﺍﻣﺎ .ﺩﺍﺭﺩ ﭘﻲ ﺩﺭ ﺭﺍ ﻋﻤﻮﻣﻲ ﻧﺎﺭﺿﺎﻳﺘﻰ ،ﺍﺣﺘﺮﺍﻕ ﺍﺯ ﻧﺎﺷﻰ ﺁﻟﻮﺩﮔﻰ
ﻓﻌﻠﻰ ﺣﺪ ﺍﺯ ﺑﻴﺶ ﺑﻨﺰﻳﻦ ﻗﻴﻤﺖ ﭘﺮﺩﺍﺧﺖ ﺑﻪ ﻣﺎﻳﻞ ﻛﻨﻨــﺪﮔﺎﻥﻣﺼﺮﻑ
ﻣﺪﺍﺧﻠﻪ ﺍﺯ ﻧﺎﮔﺰﻳﺮ ﻫﺎﺩﻭﻟﺖ ،ﻧﺒﺎﺷﻨﺪ ﺧﻮﺩ ﻧﺎﺭﺿﺎﻳﺘﻰ ﺑﺮﺩﻥ ﺑﻴﻦ ﺍﺯ ﺑﺮﺍﻯ
ﺍﺟﺮﺍﻯ ﺑﺎ ﺍﻏﻠﺐ ﻫﺎﺩﻭﻟﺖ ،ﺟﺎﻧﺒﻰ ﺍﺛﺮﺍﺕ ﺑﺎ ﻣﺒﺎﺭﺯﻩ ﺑﺮﺍﻯ .ﺷﺪ ﺧﻮﺍﻫﻨﺪ
ﻛﻨﻨﺪﮔﺎﻥﻣﺼﺮﻑ ﺭﻓﺘﺎﺭ ﺗﻐﻴﻴﺮ ﺑﺮﺍﻯ ﺗﻼﺵ ﺩﺭ ﻫﺎﺑﺎﺯﺩﺍﺭﻧﺪﻩ ﻳﺎ ﻫﺎﻣﺸﻮﻕ
ﺍﺛﺮﺍﺕ ﺑﺎ ﻣﻘﺎﺑﻠﻪ ﺑﺮﺍﻯ ﺩﻭﻟﺖ ﺍﻗﺪﺍﻡ .ﻛﻨﻨﺪﻣﻲ ﻣﺪﺍﺧﻠﻪ ﺑﺎﺯﺍﺭ ﺩﺭ ﻫﺎﺑﻨﮕﺎﻩ ﻳﺎ
ﺭﻓﺎﻩ ،ﺑﺎﺯﺍﺭ ﺩﺭ ﺩﺳﺘﻜﺎﺭﻯ ﻭ ﻛﺎﻻ ﻳﻚ ﺑﺮ ﻣﺎﻟﻴﺎﺕ ﻭﺿﻊ ﻳﻌﻨﻲ ،ﺟﺎﻧﺒﻰ
ﺍﺟﺘﻤﺎﻋﻲ ﻣﺴــﻮﻭﻟﻴﺖ ﺗﺮﻭﻳﺞ .ﺩﻫﺪﻣﻲ ﻗﺮﺍﺭ ﺗﺎﺛﻴﺮ ﺗﺤﺖ ﺭﺍ ﺍﺟﺘﻤﺎﻋﻲ
ﺩﺭ ﻫﺎﺩﻭﻟﺖ ﻭﻇﺎﻳﻒ ﻭ ﻫﺎﺳﻴﺎﺳــﺖ ﺟﺎﻳﮕﺰﻳﻦ ﮔﺎﻩ ﻭ ﻣﻜﻤﻞ ﻫﺎﺑﻨﮕﺎﻩ
.ﺍﺳﺖ ﺷﺪﻩ ﻋﻤﻮﻣﻲ ﻋﺮﺻﻪ
ﻣﺘﻌﻬﺪ ﺩﺍﻭﻃﻠﺒﺎﻧﻪ ﻃﻮﺭ ﺑﻪ ﺑﻨﮕﺎﻩ ﻳﻚ ﻛﻪ ﻫﻨﮕﺎﻣﻰ ﻓﻀﺎﻳﻲ ﭼﻨﻴﻦ ﺩﺭ
،ﺧﻮﺩ ﺭﻓﺘﺎﺭ ﺗﺒﻠﻴﻎ ﺑﺎ ﺻﺮﻓﺎ ،ﺷﻮﺩﻣﻲ ﺍﺟﺘﻤﺎﻋﻰ ﻣﺴﻮﻭﻟﻴﺖ ﻧﻘﺶ ﺍﻳﻔﺎﻱ
ﺍﻓﺰﺍﻳﺶ ﻫﺪﻑ ﺑﻪ ﺧﻮﺩ ﺗﻮﻟﻴﺪﻱ ﺧﺪﻣﺎﺕ ﻳﺎ ﻛﺎﻻ ﺳﺎﺧﺘﻦ ﻣﺘﻤﺎﻳﺰ ﺿﻤﻦ
ﺩﺭ ﻫ�