This document provides an overview of a corporate responsibility module that covers: (1) an introduction to CR including a brief history; (2) making the business case; and (3) engaging stakeholders. It summarizes the key topics to be covered in the introductory lecture including definitions of CR, why it exists, how it is evolving, and important theorists. The lecture concludes with a brief historical overview of CR presented through images from 1720 to recent events.

1. Corporate
Responsibility
Module
Lecture
One:
Introduc8on
to
CR
January
8th
2015
Lecturer:
Tobias
Webb
Tobiaswebb.blogspot.com

2. What
the
course
covers
1)
Introduc8on
to
CR.
A
brief
history
2)
How
to
make
the
business
case
3)
AMrac8ng,
training,
mo8va8ng,
retaining
employees
4)
Campaigning
NGOs,
who,
why
and
what
5)
Stakeholder
engagement,
who,
when
and
how
6)
Supplier
engagement
in
CR
7)
Reputa8on,
external
communica8ons
&
repor8ng
8)
Innova8on
for
sustainable
business
Plus
a
Revision
Lecture
in
week
nine

3. Today’s
lecture
will
cover…
• What
is
CR?
• Why
does
it
exist?
• How
is
it
evolving?
• Who
are
the
best
known
theorists?
• A
brief
historical
tour
in
pictures
(It
would
be
useful
to
tape
this
part
in
par8cular)

4. So
what
is
Corporate
Responsibility?
• It’s
an
oen
messy
compromise
between
business
and
society
• It’s
both
a
source
of
innova8on
and
a
source
of
cost
to
many
large
companies
• It’s
a
reac8on
to
the
increased
knowledge
we
now
all
have
about
impacts
of
business,
about
the
costs
of
“nega8ve
externali8es”
and
a
debate
about
what
should
be
done
about
them

5. Why
does
CR
exist?
• Public,
Media
and
NGO
access
to
business
impact
informa8on
has
grown
(plas8c
bags,
plas8c
in
the
oceans,
emissions,
deforesta8on,
human
rights
and
labour
condi8ons,
digital
privacy
etc)
• Because
not
everything
can
be
regulated
successfully
given
the
complexity
of
the
world
• Because
sourcing
footprints
and
opera8ons
/
sales
are
now
global
for
many
companies,
and
stakeholders
all
over
the
world
are
demanding
informa8on
and
results
from
business

6. How
is
it
evolving?
• Whilst
corporate
accountability
is
not
new,
post
WW2
debate
started
out
around
the
“responsibili8es
of
the
businessman”
(Bowen,
Drucker
et.
Al.)
• Individual
good
works
evolved
to
corporate
philanthropy
to
corporate
ci8zenship
and
CSR
to
corporate
responsibility
in
the
1990s.
• Today,
the
term
increasingly
used
is
corporate
sustainability,
or
sustainable
business.
This
promotes
depth,
breadth
and
inclusiveness

7. Who
are
the
best
known
theorists?
• Bowen:
Focused
on
social
responsibility
of
execu8ves
• Drucker:
Values
based
approach,
consider
externali8es
• Friedman:
Social
responsibility
to
improve
profits
• Carroll:
Pyramid
approach:
Phil/Ethics/Legal/Economic
• Freeman:
Advocated
social
rela8onships
as
strategic
• Elkington:
Triple
BoMom
Line:
Social,
Environ,
Financial
• Pralahad
&
Hart:
Empower
the
poor
with
innova8on
• Porter:
Crea8ng
Shared
Value
over
tradi8onal
CSR
• Many,
many
others:
Roome,
Grayson,
Handy,
Vogel,
Eccles,
Henisz,
Donaldson,
Waddock,
Ioannou
etc

8. Corporate
Responsibility
History
in
Pictures
1720
-­‐
2015

9. 1720:
The
South
Sea
Bubble

14. 1902-­‐4

15. 1911

17. 1962

18. 1965

19. Friedman
Picture
1970

20. 1970

21. Popula8on
Bomb,
1968,
Limits
to
Growth:
1972
“Green
Revolu8on”
provided
30-­‐50
year
solu8on

22. 1972

23. 1972

24. Bhopal:
1984

25. Exxon
Valdez
1989

26. Anita
Roddick,
1980s/90s

27. Rio
Earth
Summit
1992

28. 1990s

29. 1995

30. 1995-­‐6

31. 1999-­‐2003

32. 2001

33. 2004/5
onwards:
The
Rise
of
China

35. 2007

36. 2010

38. 2011-­‐12

39. 2006-­‐today

41. 2012

42. 2013

43. Ongoing!

44. Weibo:
500
million
users
since
2009

45. M-­‐Pesa:
Now
in
Kenya,
Tanzania,
Afganistan,
South
Africa,
India
and
elsewhere
40%
of
Kenya’s
GDP
passes
through
M-­‐Pesa
today

49. April
2013:
Rana
Plaza,
Bangladesh

58.
Further
resources:
Eleven
Reasons
to
be
Op8mis8c
about
Sustainability
tobiaswebb.blogspot.com
www.slideshare.net/tobiaswebb
www.eabis.org
www.caseplace.org