Presentation on 'Social Responsibility' for BBA students at Faculty of Management Sciences, PSU

1. BBA English Program
Faculty of Management Sciences
Prince of Songkla University, Hat Yai campus
The Responsible Business
Awareness of the ethics
and responsibilities in the
business and society
Speaker : Pakorn Preechawuthidech
Venue : Faculty of Management Sciences, PSU @Hatyai Campus
Date : 18 November 2011 (13:00 – 16:00)

2. Buddhadasa Bhikkhu
(27 May 1906 – 25 May 1993)
• wrote a book entitled “The perfect education is the
circle that protects our world to the utmost” which
described the current world educational system as “the
education of the tailless dog”. The important missing
part is the learning which would have improved the
spiritual level or learning to be the human being. We
focus more on an academic aspect and neglect the
moral aspect; which make us more selfish. Today
public morals have consequently deteriorated as a
result of this kind of education.
• We offer only half of education because that is all we
know. Besides, all people in the world appear to
demand, and be satisfied with, only that. There is no
supermundane education in this world,
and it is difficult to develop one,
because receivers cannot see the importance.

3. The Target is PSU in the year 2022
“PSU 2022”
VISION &
MISSION
ที่มา : (ภาพ) ศูนย์เครื่องมือวิทยาศาสตร์ มอ.
A University for
benefits of
Mankind Rephrased
into a
spiritual
motto,
“Our Soul
is for the
Benefit of
Mankind”
PSU is like a ship that is set off for a long journey in the ocean. We must know
our destination. We must have an accurate compass, enough food supply and
active manpower. Most important thing is we must implant spirit of goodwill and
strong determination to our team.

4. Muhammad Yunus
(born 28 June 1940)
a Bangladeshi economist and founder of the Grameen Bank,
an institution that provides microcredit (small loans to poor
people possessing no collateral) to help its clients establish
creditworthiness and financial self-sufficiency.
In 2006 Yunus and Grameen received the Nobel Peace
Prize. Yunus himself has received several other national and
international honors.
Building Social Business: The New Kind
of Capitalism that Serves Humanity’s
Most Pressing Needs
• Main Challenges “Social Business”
http://www.grameen-info.org

5. NOTE
I. Social Responsibility (SR) of
Business
II. SR, Active Citizenship &
Social Entrepreneurship
III. SR Leadership Toolkit

6. I. Social Responsibility of Business
What are your thoughts about
Social Responsibility?
Social responsibility is an ethical ideology or theory that
an entity, be it an organization or individual, has an obligation
to act to benefit society at large.
Social responsibility is a duty every individual or organization
has to perform so as to maintain a balance between the
economy and the ecosystem.
There is always a trade-off between economic development, in
the material sense, and the welfare of the society and
environment. Social responsibility means sustaining the
equilibrium between the two
All these terms relate closely to SR: Corporate Responsibility,
Corporate Citizenship & Sustainable Entrepreneurship

7. I. Social Responsibility of Business
FOOD Inc.
----You’ll never look at dinner the same way again
Food, Inc. is a 2008 American documentary
film directed by Emmy Award-winning
filmmaker Robert Kenner. The film
examines corporate farming in the United
States, concluding that agribusiness
produces food that is unhealthy, in a way
that is environmentally harmful and abusive
of both animals and employees
[2:15]
3Fs – Major keys of resource consumption from
now on
Food – Feed - Fuel

8. I. Social Responsibility of Business
Public Sector Reform Initiatives
Office of the Public Sector Development Commission, RTG

9. I. Social Responsibility of Business
CSR Definition
To describe Corporate Social Responsibility (CSR), there
are as many definitions as there are flavours. The following
definition gives us workable and understandable idea of
what CSR is all about:
“CSR is a strategy that systematically integrates
sustainable economical, environmental and social
principals throughout an organization’s operations.”
Corporate Social Responsibility or CSR has been defined by Lord Holme
and Richard Watts in The World Business Council for Sustainable
Development’s publication ‘Making Good Business Sense’ as “…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 the local community and society
at large".

10. I. Social Responsibility of Business
SR Definition: Triple Bottom Line
The triple bottom line refers to the three ‘P’s of SR in
Business: People, Planet and Profit. All three P’s have to
balance each other in responsible decision making.
Taking responsibility and enabling initiatives for People,
Planet and Profit is a testimony of leadership and integrity.

11. I. Social Responsibility of Business
CSR Definition: Triple Bottom Line
The triple bottom line refers Profit
to the three ‘P’s of CSR:
People, Planet and Profit.
All three P’s have to
balance each other in
responsible decision CSR
making.
People Planet

12. I. Social Responsibility of Business
SR and Leadership
Economical
Taking responsibility and Profit
enable initiatives for a
sustainable economical, social
and environmental
advancement is a testimony of
leadership and integrity.
CSR
Leadership
People Planet
Social Environmental

13. I. Social Responsibility of Business
SR Leadership Initiatives
The important areas to enable SR initiatives are:
Communication Stakeholders Employees
Innovation Organization Customers
Environment Community Suppliers

14. I. Social Responsibility of Business
Possible Pitfals
When you get involved with SR, your stakeholders may
expect more from you. Therefore, it is worthwhile
considering any potential SR pitfalls.
• “Greenwashing”
– Be aware that proclaiming to be green necessitates that you are using sustainable resources.
– Just as the moon can eclipse the sun, hiding the real deal is not the way forward. CSR means that
you embed sustainable processes throughout your organization.
• “Formulation”
– Make sure that your entire organization, your members, your staff understand and act according to
the CSR principles your organization formulates in its vision and mission charters.
• “Decision Dilemmas”
– Often, we adhere to the highest values, only as long is everything else is going well. What
decisions
will you make when you have to choose between the short and the long term, between self interest
or the collective interests, between local or global challenges?

15. NOTE
I. Social Responsibility (SR) of
Business
II. SR, Active Citizenship &
Social Entrepreneurship
III. SR Leadership Toolkit

16. II. SR, Active Citizenship & Social Entrepreneurship
Why take leadership on CSR?
Corporate Social Responsibility is a big buzz in the corporate world.
They would like to embark the train BEFORE their competition
generates too great of a competitive advantage. Now we can see how
CSR impacts and connects management domains as marketing, supply-
chain management, finance, etc.
For SME’s (Small & Medium Sized Enterprises) this often seems remote
and far fetched. Very often, entrepreneurs find themselves reluctant to
assign people and resources to CSR initiatives in their business. Of
course, it’s all to clear that those visionaries who do, are able to attract
attention and generate added value. Not only for their business, but also
for their community and environment.

17. II. SR, Active Citizenship & Social Entrepreneurship
SR, Active Citizenship and Social
Entrepreneurship
One of the principles of CSR is ‘corporate citizenship’,
where businesses voluntary take responsibility towards their
stakeholders, the economy and their community.
Active Citizenship, the voluntary capacity of citizens and
communities to work together to exercise economic, social
or political power in pursuit of shared goals.

18. II. SR, Active Citizenship & Social Entrepreneurship
Active Citizenship
Market
Economical
Low Trust High Trust
Regulatory Voluntary
Active
Citizenship
Government Faithful Community
Political Dogmatic Social

19. II. SR, Active Citizenship & Social Entrepreneurship
Active Citizenship
Market
Efficiency
Active Citizens take Through their work, their
actions that balance the friendship and their
forces that drive towards values, JCI members
market efficiency, security exemplify the essence of
and social cohesion. being Active Citizens.
Active
Citizenship
Government Community
Security Cohesion

20. II. SR, Active Citizenship & Social Entrepreneurship
Social Entrepreneurship
The Global Compact is the initiative from the United Nations
to promote CSR in SME’s around the world. Since its
inception, about 4000 companies worldwide have joined the
Global Compact.

21. II. SR, Active Citizenship & Social Entrepreneurship
Social Entrepreneurship
By SpringBoard [3:04]

22. II. SR, Active Citizenship & Social Entrepreneurship
Social Entrepreneurship
[www.tseo.or.th]

23. II. SR, Active Citizenship & Social Entrepreneurship
National Social Entrepreneurship Act 2011

24. II. SR, Active Citizenship & Social Entrepreneurship

25. II. SR, Active Citizenship & Social Entrepreneurship
Thai Social Entrepreneurship Office
[1:56]

26. II. SR, Active Citizenship & Social Entrepreneurship
Social Entrepreneurship
The Global Social Venture Competition
(GSVC) is the largest and longest-running
student-led business plan competition
providing mentoring, exposure, and prizes for
social ventures from around the world. The
mission of the GSVC is to catalyze the
creation of social ventures, educate future
leaders and build awareness of social
enterprises. The competition supports the
creation of real businesses that bring about
positive social change in a sustainable
manner.
The GSVC is organized by the Haas School
of Business at UC Berkeley in cooperation
with 6 Regional Partners and 3 Outreach
Partners.
http://www.gsvc.org/

27. II. SR, Active Citizenship & Social Entrepreneurship

28. NOTE
I. Social Responsibility (SR) of
Business
II. SR, Active Citizenship &
Social Entrepreneurship
III. SR Leadership Toolkit

29. III. CSR Leadership Toolkit
The 3P+ Navigator
Know How to Lead towards SR.
The 3P+ Navigator is a leadership tool that makes leaders
and team members interact and explore what initiatives they
can take to integrate Corporate Social Responsibility
principles in their projects and organizations.
• A facilitator guides the exercise, for individuals or groups up to 12 people.
• The process takes up to one-and-a-half hours, depending on the number of participants
and the depth of the exploration.
• Ideally, the 3P+ Navigator is used at the beginning of a new project, but it is also
valuable as an assessment tool, to see where you and your team members stand.
• Local JCI chapters, project commissions and interested members are invited to
use this toolkit, in the same way it is being used by business leaders to
create insight and trigger action.

30. III. SR Leadership Toolkit
The 3P+ Navigator
Know How to Lead towards CSR.
Copyright © ubeon | business experts
Junior Chamber International www.jci.cc

31. III. SR Leadership Toolkit
Steve Jobs’
Speech
• You can’t connect the dots looking
forward, you can only connect them
looking backwards. So you have to
trust that the dots will connect
somewhere in your future. You have
to trust in something
• Because believing that the dots will
connect down the road, will give you
“…keep looking,
the confidence to follow your heart, don’t settle…”
even when it leads you off the well
worn path path.
• And that will make all the difference. [8:50/14:28]
• 'You've got to find what you love

32. III. SR Leadership Toolkit
UN Global Compact Dilemma Game
The UN Global Compact Dilemma Game is based on the ten principles of the UN
Global Compact, covering human rights, labour standards, the environment and
anti-corruption.
• The best learning comes from experience
• Embed responsibility in your business with this tried and tested
learning tool

33. Life Note : Who I am?
Strategic Thinking
Social Entrepreneur $
Change Agent @
Facilitator/Trainer *
Activist 
Fighter 
Management Methodology

34. Sufficiency Economy (led by King Bhumibol Adulyadej)
Development of SE
Philosophy :
Components:
1. Moderation 2. Reasonableness 3. Self-immunity
As a set of
Concepts: with
Knowledge conditions -and- Moral conditions
Theory :
Sample of Strategies Development Results:
5. Distribution - Independent
4. Conservation/Investment - Quality of growth
3. Sharing - Sustainable
2. Our loss is our gain
1. Self-reliance

35. I. Social Responsibility in Business
Characteristics of SE
1. SE is initiated by H.M. the King of Thailand about 30 years
ago (1974).
2. SE is not existent in any Western theories.
3. SE is a holistic view of development.
4. SE is an interdisciplinary approach.
5. SE is an alternative development theory.
6. SE can be applied to every occupational sectors.
7. SE has the New Theory Agriculture as one example of
application for agricultural occupation at all level

36. SUMMARY NOTE
The obligation of any
business to protect and
serve public interest is
known as
social responsibility of business

37. SUMMARY NOTE
Why should business be socially responsible
• Public Image
• Government Regulation
• Survival and Growth
• Employee satisfaction
• Consumer Awareness
Social responsibility is a voluntary effort on the part of business to take
various steps to satisfy the expectation of the different interest group >
owners, investors, employees, suppliers, customers, competitors,
government and society

38. PSU’s Motto “A University for benefits of Mankind”
The expectation of HRH Prince Mahidol of Songkla
“Let consideration of personal gain take second place for the
overall benefit of mankind. Prestige and wealth are natural
rewards for a just and sincere dedication to work”

39. Buddhadasa Bhikkhu further preached :
“The right education is the only way for human beings to survive. It is
right because it can solve human beings’ problems correctly.
• It must be the education that can reduce and control selfishness
and ignorance (non-human beings’ conscience).
• It must be the education that can control clever people which have
been educated. It is impossible to use laws to control clever people
because the clever people can always find legal loopholes.
• It must be the education that adheres to the religion which
emphasize on mind and spirit. They must not be separated,
because religion is about people and their society.
• It must be the education that serves the moral and peace, rather
than blindly serving economics, politics, and military. In other words,
it must be the education that enables religion to play important role
in eradicate human being’s selfishness.
http://www.psu.ac.th/en/node/3615

40. The Responsible Business
Awareness of the ethics
and responsibilities in the
business and society
Q&A