This document discusses corporate social responsibility (CSR). It defines CSR as voluntary actions businesses take to address competitive and social interests. The document outlines five dimensions of CSR and provides two case studies on Nike and BP. It analyzes issues each company faced regarding working conditions and environmental pollution. The document concludes that CSR means avoiding unethical practices like pollution, financial misrepresentation, and disrespecting employees/customers. It recommends international organizations provide CSR guidance and training while governments encourage reporting and recognition of leaders in social and environmental performance.

1. GSM5181
International Business
Management and Policy
Corporate Social Responsibility
(CSR)
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Name Matrix No.
Chin Fui Yien GM05287

2. Traditionally,
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3. What do you think??
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4. Presentation Outlines:
1. Definition of CSR
2. Objectives of CSR
3. 5 Dimensions of CSR
4. Cases on CS
5. Recommendations and Conclusion
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5. Definition of CSR
• It is known as:
– Corporate Citizenship
– Corporate Responsibility
– Responsible Business
The voluntary actions that business can take, over
and above compliance with minimum legal
requirements, to address both its own competitive
interests and the interests of wider society. **
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** www.csr.gov.uk (UK Government)

6. Objectives of CSR
• Positive outcomes arise when business takes
up a CSR policy such as:
1. Company benefits
• Improve financial performance
• Enhanced brand image recognition and reputation
• Product safety and decrease liability
• Attract and retain employees
• Increased sales and customer loyalty
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7. Cont.
2. Community benefits
• Product safety and quality
• Corporate product safety and involvement
• Awareness
3. Environmental benefits
• Greater material recyclability
• Better product durability and functionality
• Environmental management standards
• Eco-labelling
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8. 5 Dimensions of CSR
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9. Issues of CSR
• “Shared value” defines as policies and operating practices that
enhance the competitiveness of a company while
simultaneously advancing the economic and social conditions
in the communities in which it operates. **
• It has blurred the boundary between pure business activities
and CSR activities.
– “Project Shakti” project of Hindustan Unilever Limited (HUL) –
enhance the direct rural reach of the company and empowering
women.
– Whether research expenses will be considered as CSR spend as
“environmental sustainability” is classified as CSR activities.
9** Asish K Bhattacharyya (2013)

10. Cases on CSR
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11. Nike Inc.
• Global company (24th Jan 1964) – produces
footwear, clothing, equipment and accessory
products for the sports and athletic market.
• It is the largest seller of such garments in the world
– approximately 19,000 retail accounts in US and
around 140 countries around the world.
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12. Case: Harrasement & Abuse
• Workforce profile: 58% of them are young adults between 20 and 24 years
old, and 83% are women.
• In Indonesia, 30.2% of the workers had personally experienced, and 56.8%
had observed, verbal abuse.
• An average of 7.8% of workers reported receiving unwelcome sexual
comments, and 3.3% reported being physically abused.
• 73.4% of workers are satisfied with their relationship with direct line
supervisors, 67.8% are satisfied with management although a subsequent
investigation has been made.
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** http://www.sourcewatch.org/index.php?title=Nike (February, 2012)

13. BP
• It is a Petroleum Industry Company.
• British Multinational oil and gas company
headquater in London, England.
• It was founded in 1909.
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14. Case: environmental pollution
• In 20th April 2010 – explosion at BP’s deep water rig in
the Gulf of Mexico.
• The chief executive, Tony Hayward make a mistake
after mistake while their crude continued to gush,
literally and figuratively.
• Although BP has fired Hayward, paid restitution,
enhanced its drilling standards and sponsored several
feel-good TV commercials, it failed to regain the trust it
supposedly covets.
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** Forbes Online (2012)

15. Recommendations
and
Conclusion
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International Organizations Governments
Business Associations

16. Recommendations
• International organizations
– Undertake further research and produce a CSR guidebook.
– Provide a resource for advice and training for government.
(e.g. Health and safety, labor issue, environment
protection)
– Establish a CSR Training institute – improve CSR
knowledge and skills.
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17. Cont.
• Governments
– Encourage accountability and reporting.
– Award schemes and the media to highlight companies
who leads on social and environmental issues.
– Ensure laws are obeyed by implementing regulations
and, encourage negotiated and voluntary agreements.
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18. Cont.
• Business Associations
– Be transparency/ Global Reporting Initiative.
– To create a common framework for voluntary reporting of
the economic, environmental and social impact of
organization-level activity.
– To appear more trustworthy and push up the standards
of other organizations at the same time.
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19. Conclusion
• Corporate social responsibility (CSR) can be looked at as
what a company doesn't do. As long as a business does not
anything unethical, it is being responsible to its internal and
external customers.
• It is an unethical for a socially responsible company, for
example,
– to mistreat the environment (emitting excessive pollution),
– does not engage in foggy financial practices (misrepresent its financial
position),
– does not misrepresent its products and,
– does not disrespect its employees and customers.
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20. Thank You

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