the second of a three part course offering ideas and insights into how SMEs can successfully implement and embed CSR / responsible behaviours, conducive to a meaningful and successful enterprise.

1. IMSD / CSR in SMEs
CSR in SMEs - part 2
PROFESSOR
daniel truran - @dtruran - daniel.truran@ebbf.org
www.eoi.es

2. IMSD / CSR in SMEs
In the last class we ...
introduced SMEs, new kinds of SMEs, specific traits of SMEs
and their new “local” environment
what is and what can be the impact of SMEs (positive and negative)
what drives SMEs to be responsible (passive and active drivers)
introduced the “love brand” and new purchasing patterns - advocacy
three examples of CSR application, specially useful in times of crisis
(Warby Parker, Young Italian Industrialist pen cases, Giada Dall’O)
role play and other examples of stakeholder dialogue in an SME
ebbf.org / Daniel Truran www.eoi.es

3. IMSD / CSR in SMEs
Shareholders
Cu
s to
m e s
er ye
s plo
Em
Enterprise
Enterprise
rs En
p lie vir
S up on
m
Communities en
t
ebbf.org / Daniel Truran www.eoi.es

4. IMSD / CSR in SMEs
why do you think that employees
should be the first focus point of
CSR in SMEs ?
Shareholders
Cu
s to
m e s
er ye
s plo
Em
Enterprise
Enterprise
rs En
p lie vir
S up on
m
Communities en
t
ebbf.org / Daniel Truran www.eoi.es

5. IMSD / CSR in SMEs
“love brand”
& advocacy
creating emotional engagement
positive
advocacy
ebbf.org / Daniel Truran www.eoi.es

6. IMSD / CSR in SMEs
“love brand”
& advocacy
creating emotional engagement
positive
advocacy
making the promise
ebbf.org / Daniel Truran www.eoi.es

7. IMSD / CSR in SMEs
“love brand”
& advocacy
creating emotional engagement
positive
advocacy
making the promise delivering the promise
ebbf.org / Daniel Truran www.eoi.es

8. IMSD / CSR in SMEs
Owners’ Company
priorities Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

9. IMSD / CSR in SMEs
Owners’ Company
making the promise priorities Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

10. IMSD / CSR in SMEs
Owners’ Company
making the promise priorities Marketing
and values
Company Employees
delivering the promise Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

11. IMSD / CSR in SMEs
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

12. IMSD / CSR in SMEs
making the promise
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

13. IMSD / CSR in SMEs
making the promise delivering the promise
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

14. IMSD / CSR in SMEs
making the promise = delivering the promise
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

15. IMSD / CSR in SMEs
making the promise = delivering the promise
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran
walk into a shop / make a phone call
www.eoi.es

16. IMSD / CSR in SMEs
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

17. IMSD / CSR in SMEs
delivering the promise
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

18. IMSD / CSR in SMEs
making the promise delivering the promise
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

19. IMSD / CSR in SMEs
making the promise ≠ delivering the promise
Owners’
Company
priorities
Marketing
and values
Company Employees
Culture Culture
Values Values
Behaviours Behaviours
ebbf.org / Daniel Truran www.eoi.es

20. IMSD / CSR in SMEs
So how do we create coherence in
values, principles and behaviours
in an SME?
ebbf.org / Daniel Truran www.eoi.es

21. IMSD / CSR in SMEs
ebbf.org / Daniel Truran www.eoi.es

22. IMSD / CSR in SMEs
PURPOSE
ebbf.org / Daniel Truran www.eoi.es

23. IMSD / CSR in SMEs
PURPOSE
VALUES
ebbf.org / Daniel Truran www.eoi.es

24. IMSD / CSR in SMEs
PURPOSE
VALUES
IMPORTANT
ebbf.org / Daniel Truran www.eoi.es

25. IMSD / CSR in SMEs
PURPOSE
VALUES
IMPORTANT
SHARED values
ebbf.org / Daniel Truran www.eoi.es

26. IMSD / CSR in SMEs
just to be clear - what do we mean
by “values” ?
ebbf.org / Daniel Truran www.eoi.es

27. IMSD / CSR in SMEs
just to be clear - what do we mean
by “values” ?
Live Our Values - Our values serve as a compass for our actions and
describe how we behave in the world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
ebbf.org / Daniel Truran www.eoi.es

28. IMSD / CSR in SMEs
just to be clear - what do we mean
by “values” ? http://warbyparker.com ‘s core values
Live Our Values - Our values serve as a compass for our actions and
describe how we behave in the world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
ebbf.org / Daniel Truran www.eoi.es

29. how does Warby Parker create IMSD / CSR in SMEs
coherence around its values?
ebbf.org / Daniel Truran www.eoi.es

30. how does Warby Parker create IMSD / CSR in SMEs
coherence around its values?
ebbf.org / Daniel Truran www.eoi.es

31. Warby Parker’s way of applying its values:
do good ... to their suppliers
http://www.warbyparker.com/tv
ebbf.org / Daniel Truran www.eoi.es

32. Warby Parker’s way of applying its values:
do good ... to their suppliers
http://www.warbyparker.com/tv
ebbf.org / Daniel Truran www.eoi.es

33. Warby Parker’s way of applying its values:
do good ... to their suppliers
http://www.warbyparker.com/tv
making stakeholders feel part of the company
ebbf.org / Daniel Truran www.eoi.es

34. IMSD / CSR in SMEs
Our unconscious part of mind and personality
Values
made evident by visible
Behaviours
ebbf.org / Daniel Truran www.eoi.es

35. IMSD / CSR in SMEs
Our unconscious part of mind and personality
Values MAKING the promise
made evident by visible
Behaviours
ebbf.org / Daniel Truran www.eoi.es

36. IMSD / CSR in SMEs
Our unconscious part of mind and personality
Values MAKING the promise
made evident by visible
Behaviours DELIVERING the promise
ebbf.org / Daniel Truran www.eoi.es

37. IMSD / CSR in SMEs
ebbf.org / Daniel Truran www.eoi.es

38. IMSD / CSR in SMEs
You see behaviours
ebbf.org / Daniel Truran www.eoi.es

39. IMSD / CSR in SMEs
You see behaviours
They derive from
a person’s values,
mental models,
mind, personality
ebbf.org / Daniel Truran www.eoi.es

40. IMSD / CSR in SMEs
You see behaviours
what is one of
your “core”
values?
They derive from
a person’s values,
mental models,
mind, personality
ebbf.org / Daniel Truran www.eoi.es

41. IMSD / CSR in SMEs
You see behaviours
what is one of
your “core”
values?
They derive from
a person’s values, which of your
behaviours
mental models,
reflects this
mind, personality core value?
ebbf.org / Daniel Truran www.eoi.es

42. IMSD / CSR in SMEs
SOFT or HARD values?
What creates success?
ebbf.org / Daniel Truran www.eoi.es

43. IMSD / CSR in SMEs
The way work is usually thought about. . .
As Is To Be
State State
A Step 1 Step 2 Step 3 Step 4
B
ebbf.org / Daniel Truran John Scherer - scherercenter.com www.eoi.es

44. IMSD / CSR in SMEs
The way work is usually thought about. . .
As Is To Be
State State
A Step 1 Step 2 Step 3 Step 4
B
• Objectives, budgets, systems, wire diagrams, benchmarks, etc.
• Flow charts, tracking systems and progress reports used to ensure success.
• ‘The hard stuff’.
ebbf.org / Daniel Truran John Scherer - scherercenter.com www.eoi.es

45. Meanwhile, a crucial piece of reality is omitted. . .
As Is To Be
State ‘The Hard Stuff’ State
A B
ebbf.org / Daniel Truran John Scherer - scherercenter.com www.eoi.es

46. Meanwhile, a crucial piece of reality is omitted. . .
As Is To Be
State ‘The Hard Stuff’ State
A B
Below the Waterline
The Human World
ebbf.org / Daniel Truran John Scherer - scherercenter.com www.eoi.es

47. IMSD / CSR in SMEs
ebbf.org / Daniel Truran www.eoi.es

48. IMSD / CSR in SMEs
So how do we bring everyone
“there” and really present?
ebbf.org / Daniel Truran www.eoi.es

49. IMSD / CSR in SMEs
examples of SMEs with
PURPOSE
SHARED VALUES
ebbf.org / Daniel Truran www.eoi.es

50. IMSD / CSR in SMEs
www.lush.com
ebbf.org / Daniel Truran www.eoi.es

51. ebbf.org / Daniel Truran www.eoi.es

52. IMSD / CSR in SMEs
there, we’ve said it.
And now we’ve said it, there’s no taking it back!
At Lush our goal is to make our products as effective, fun and luscious as
possible, whilst making sure that they are kind to animals and the environment.
That’s why we have always loved to fill our shops with whole ranges of ‘naked’
(unpackaged)
products. We 1 Lush Shampoo Bar ( ) lasts as long as…
believe that when it
comes to reducing
3 bottles ( ) of liquid shampoo
our impact on
the environment,
reducing packaging
should be high on
everyone’s list of
priorities.
Just take a look
at this:
So already that’s 3 less empty bottles to get rid of!
But it’s not just the actual plastic packaging that we need to think about.
Compared to bottled liquid products, which are full of water and are heavy,
bulky, and inefficient - our naked products are concentrated, weigh less and
are easy to transport. Just look at the environmental impact of delivering these
to shops:
1 lorry load of shampoo bars would
be enough for 800,000 washes but it
would take 15 lorry loads of liquid
shampoo to do the same job!
With solid shampoo bars you save on the environmental cost of producing
ebbf.org / Daniel Truranand disposing of plastic packaging AND reduce the pollution caused by www.eoi.es
transporting heavy and uneconomical packaged goods!

53. ebbf.org / Daniel Truran www.eoi.es

54. 170. Because it values what I value and it has a good time doing it..
Not only has my awareness of natural ingredients and synthetics
increased it has changed other aspects of my life and I seem to have
changed the way I eat shop, buy clothing ect.. Thanks Lush!
ebbf.org / Daniel Truran www.eoi.es

55. 170. Because it values what I value and it has a good time doing it..
Not only has my awareness of natural ingredients and synthetics
increased it has changed other aspects of my life and I seem to have
changed the way I eat shop, buy clothing ect.. Thanks Lush!
180. Lush stands for everything I stand for, not many companys does
that! I can proudly talk about the products and fell god about it! I never
pretend to like the products, I really dolove them! :)
ebbf.org / Daniel Truran www.eoi.es

56. 170. Because it values what I value and it has a good time doing it..
Not only has my awareness of natural ingredients and synthetics
increased it has changed other aspects of my life and I seem to have
changed the way I eat shop, buy clothing ect.. Thanks Lush!
180. Lush stands for everything I stand for, not many companys does
that! I can proudly talk about the products and fell god about it! I never
pretend to like the products, I really dolove them! :)
189. it has positive impact on world (directly cosmetic)
indirect global consciousness. Leading edge in ideas and care
for the nature and the people
ebbf.org / Daniel Truran www.eoi.es

57. 170. Because it values what I value and it has a good time doing it..
Not only has my awareness of natural ingredients and synthetics
increased it has changed other aspects of my life and I seem to have
changed the way I eat shop, buy clothing ect.. Thanks Lush!
180. Lush stands for everything I stand for, not many companys does
that! I can proudly talk about the products and fell god about it! I never
pretend to like the products, I really dolove them! :)
189. it has positive impact on world (directly cosmetic)
indirect global consciousness. Leading edge in ideas and care
for the nature and the people
194. its the best place in the world to work, not the easiest but
definitely the best. Its an honest company with high ethics and I am
ebbf.orgto Daniel Truran what I do for a living.
proud / tell people www.eoi.es

58. IMSD / CSR in SMEs
Nothing happens in isolation
It is not “just” about our personal values but
their interaction with other entities we live with
Personal Company
Values Values
ebbf.org / Daniel Truran www.eoi.es

59. IMSD / CSR in SMEs
Personal Company
Values Values
ebbf.org / Daniel Truran “love brand” zone www.eoi.es

60. IMSD / CSR in SMEs
Society
Values
Personal Company
Values Values
ebbf.org / Daniel Truran “love brand” zone www.eoi.es

61. IMSD / CSR in SMEs
Who do you trust most?
Doctors
92%
Teachers
88%
Professors
80%
Judges
Clergy/Priests 80%
Scientists 71%
TV Presenters 70%
Police 63%
Ordinary person in the street 60%
Trade Unions 54%
> BUSINESS LEADERS < 38%
25%
Journalists
22%
Politicians 13%
http://www.ipsos-mori.com/researchpublications/researcharchive/poll.aspx?oItemId=15&view=wide
ebbf.org / Daniel Truran www.eoi.es

62. IMSD / CSR in SMEs
The sense of purpose
Lush was set up:
- for the owners to produce stuff they liked
- to influence
- to make a profit
ebbf.org / Daniel Truran www.eoi.es

63. ebbf.org / Daniel Truran www.eoi.es

64. IMSD / CSR in SMEs
example of wider influence
ebbf.org / Daniel Truran www.eoi.es

65. IMSD / CSR in SMEs
example of wider influence
http://www.youtube.com/watch?v=H5LOHSTcuwI
ebbf.org / Daniel Truran www.eoi.es

66. IMSD / CSR in SMEs
example of wider influence
http://www.youtube.com/watch?v=H5LOHSTcuwI
ebbf.org / Daniel Truran www.eoi.es

67. IMSD / CSR in SMEs
at Lush
challenging conversations
are not only allowed but encouraged:
Ethics Officer - 4 x 4 vs bicycle
Employ Activists
ebbf.org / Daniel Truran www.eoi.es

68. coherence between values and behaviours
Corporate Organization
Success Habits Taboos
Values Practices
1.We value ▲Structured and objective ▲Respect others ▲Discrimination or
respect for the accountability opinions and personal attack based
individual ▲Recognition of whole perspectives on personal
person, work-life ▲Listening for prejudices / sex /
balance understanding race / age
▲Career growth and ▲Punctuality ▲Destructive gossip
growth opportunities and rumour-
based on capability mongering
2.We value our ▲Walk away from ▲Learn client’s business ▲“No problem” when
▲Lack of / Delays in
ability to create business if it is not in ▲Constantly seek new there is one / Hiding
feedback
and exceed high the best interest of the ways to deliver value to bad news
client client clients ▲By-passing laid out
expectations ▲Commitment to processes and
▲Operate from the
customer communication clients perspective standards
▲Documented client ▲Sharing confidential
satisfaction measures information
3.We value ▲Regular forums for ▲Speak from the ▲Not dealing with
honesty, decision making, perspective of the people who do not
integrity, and resolving issues and listener perform
open and caring thinking through future ▲Talk directly to those ▲Not speaking up in
communication company development. concerned about any meetings
▲Organization-wide subject or matter of ▲Saying one thing and
EBBF Presentation : J.Patterson : Sept.19,
communication on concern doing another 2008
priorities, performance ▲Give regular and timely www.eoi.es
ebbf.org / Daniel Truran
see here interview and results of KANBAY: http://ebbf.org/ebbforg/john_patterson.html
with CEO

69. IMSD / CSR in SMEs
How can core values be made to
“stick” in people’s minds and behaviours?
ebbf.org Daniel Truran
EBBF / / Daniel Truran www.eoi.es

70. IMSD / CSR in SMEs
How can core values be made to
“stick” in people’s minds and behaviours?
Bonus Schemes - show what is important
Reporting should reflect these “success habits” and
“the taboos”
ebbf.org Daniel Truran
EBBF / / Daniel Truran www.eoi.es

71. IMSD / CSR in SMEs
PURPOSE
SHARED VALUES
ebbf.org / Daniel Truran www.eoi.es

72. IMSD / CSR in SMEs
even higher purposes ...
PURPOSE
SHARED VALUES
ebbf.org / Daniel Truran www.eoi.es

73. Visions and broader Objectives
"...a global enterprise that allows
individuals to their double objective
Bahá'í International Community’s Contribution to the 18th Session of
the United Nations Commission on Sustainable Development - 2010
ebbf.org / Daniel Truran www.eoi.es

74. Visions and broader Objectives
"...a global enterprise that allows
individuals to their double objective
fully develop their potentialities
Bahá'í International Community’s Contribution to the 18th Session of
the United Nations Commission on Sustainable Development - 2010
ebbf.org / Daniel Truran www.eoi.es

75. Visions and broader Objectives
"...a global enterprise that allows
individuals to their double objective
fully develop their potentialities
and contribute to improving the wider
community”
Bahá'í International Community’s Contribution to the 18th Session of
the United Nations Commission on Sustainable Development - 2010
ebbf.org / Daniel Truran www.eoi.es

76. IMSD / CSR in SMEs
Purpose makes you successful
drives motivation, engagement, “love”
ebbf.org / Daniel Truran www.eoi.es

77. IMSD / CSR in SMEs
Purpose makes you successful
drives motivation, engagement, “love”
you enter the board meeting of a
sparkling drinks company:
ebbf.org / Daniel Truran www.eoi.es

78. IMSD / CSR in SMEs
Purpose makes you successful
drives motivation, engagement, “love”
you enter the board meeting of a
sparkling drinks company:
Be world leader in sales
ebbf.org / Daniel Truran www.eoi.es

79. IMSD / CSR in SMEs
Purpose makes you successful
drives motivation, engagement, “love”
you enter the board meeting of a
sparkling drinks company:
Be world leader in sales
Quench the world’s thirst
ebbf.org / Daniel Truran www.eoi.es

80. IMSD / CSR in SMEs
ebbf.org / Daniel Truran www.eoi.es

81. IMSD / CSR in SMEs
ebbf.org / Daniel Truran www.eoi.es

82. IMSD / CSR in SMEs
ebbf.org / Daniel Truran www.eoi.es

83. another example of purpose driving success
ebbf.org / Daniel Truran www.eoi.es

84. another example of purpose driving success
Wikipedia’s 13 million articles are all
written and maintained by the crowd.
ebbf.org / Daniel Truran www.eoi.es

85. Wikipedia’s 13 million articles are all
written and maintained by the crowd.
ebbf.org / Daniel Truran www.eoi.es

86. Wikipedia’s 13 million articles are all
written and maintained by the crowd.
FOR FREE !!!
ebbf.org / Daniel Truran www.eoi.es

87. Wikipedia’s 13 million articles are all
written and maintained by the crowd.
FOR FREE !!!
ebbf.org / Daniel Truran www.eoi.es

88. IMSD / CSR in SMEs
purpose,
meaningful purpose, shared purpose,
is what will drive people and stakeholders,
making yours, a highly successful organization
If you want to build a boat,
do not instruct the men to saw wood, stitch the sails,
prepare the tools and organize the work,
but make them long for setting sail and travel to
distant lands.
Antoine De Saint-Exupéry
ebbf.org / Daniel Truran www.eoi.es

89. the issue: an over 30% of turnover of high
end talented engineers
ebbf.org / Daniel Truran www.eoi.es

90. the issue: an over 30% of turnover of high
end talented engineers
ebbf.org / Daniel Truran www.eoi.es

91. the issue: an over 30% of turnover of high
end talented engineers
enter Rüdiger Fox - CEO
ebbf.org / Daniel Truran www.eoi.es

92. the issue: an over 30% of turnover of high
end talented engineers
enter Rüdiger Fox - CEO
reduced in one year to under 20% of turnover
ebbf.org / Daniel Truran www.eoi.es

93. the issue: an over 30% of turnover of high
end talented engineers
enter Rüdiger Fox - CEO
reduced in one year to under 20% of turnover
HOW ?
ebbf.org / Daniel Truran www.eoi.es

94. the issue: an over 30% of turnover of high
end talented engineers
enter Rüdiger Fox - CEO
reduced in one year to under 20% of turnover
HOW ?
ebbf.org / Daniel Truran www.eoi.es

95. the issue: an over 30% of turnover of high
end talented engineers
enter Rüdiger Fox - CEO
reduced in one year to under 20% of turnover
HOW ?
What are you producing?
engineer’s answer
an infrared breaking system
made up of ... highest quality ...
ebbf.org / Daniel Truran www.eoi.es

96. the issue: an over 30% of turnover of high
end talented engineers
enter Rüdiger Fox - CEO
reduced in one year to under 20% of turnover
HOW ?
What are you producing?
engineer’s answer
an infrared breaking system
made up of ... highest quality ...
Altran engineers’ new answer:
a new system that saves lives
ebbf.org / Daniel Truran www.eoi.es

97. now think and create a “new”
purpose for your SME
ebbf.org / Daniel Truran www.eoi.es

98. now think and create a “new”
purpose for your SME
what new products and services
would serve that new purpose?
ebbf.org / Daniel Truran www.eoi.es

99. now think and create a “new”
purpose for your SME
choose a real SME
what new products and services
would serve that new purpose?
ebbf.org / Daniel Truran www.eoi.es

100. now think and create a “new”
purpose for your SME
choose a real SME
create a meaningful purpose
what new products and services
would serve that new purpose?
ebbf.org / Daniel Truran www.eoi.es

101. now think and create a “new”
purpose for your SME
choose a real SME
create a meaningful purpose
deliver that promise
what new products and services
would serve that new purpose?
ebbf.org / Daniel Truran www.eoi.es

102. IMSD / CSR in SMEs
In what broad areas can CSR be applied in an SME ?
ebbf.org / Daniel Truran www.eoi.es

103. IMSD / CSR in SMEs
In what broad areas can CSR be applied in an SME ?
social
ebbf.org / Daniel Truran www.eoi.es

104. IMSD / CSR in SMEs
In what broad areas can CSR be applied in an SME ?
social
environmental
ebbf.org / Daniel Truran www.eoi.es

105. IMSD / CSR in SMEs
In what broad areas can CSR be applied in an SME ?
social
environmental
economic
ebbf.org / Daniel Truran www.eoi.es

106. IMSD / CSR in SMEs
In what broad areas can CSR be applied in an SME ?
social people
environmental planet
economic profit
ebbf.org / Daniel Truran www.eoi.es

107. Softonics.com
Best Spanish Place to work winner 2009
what are some CSR practices
in this company?
ebbf.org / Daniel Truran www.eoi.es

108. http://www.youtube.com/watch?v=l7Ql2F4rU5Y

109. IMSD / CSR in SMEs
How to apply CSR in SMEs
- social (people)
ebbf.org / Daniel Truran www.eoi.es

110. IMSD / CSR in SMEs
How to apply CSR in SMEs
- social (people)
small cleaning company from Lyon
paying for its employees to learn to
read and write
higher productivity levels and
greater client satisfaction because
its employees are more motivated
and enjoy more self-respect
ebbf.org / Daniel Truran www.eoi.es

111. IMSD / CSR in SMEs
How to apply CSR in SMEs
- social (people)
> Working conditions: QOL (quality small cleaning company from Lyon
of life) paying for its employees to learn to
read and write
> Work-life balance
higher productivity levels and
> Health and Safety greater client satisfaction because
its employees are more motivated
> Labor practices and enjoy more self-respect
> Skill development
> Community involvement
ebbf.org / Daniel Truran www.eoi.es

112. IMSD / CSR in SMEs
How to apply CSR in SMEs
- environmental (planet)
ebbf.org / Daniel Truran www.eoi.es

113. IMSD / CSR in SMEs
How to apply CSR in SMEs
- environmental (planet)
a group of Maltese hotels that are
built to minimise their impact on the
island's environment and its natural
resources.
helping to safeguard the very future
of the tourism industry on which it
depends.
ebbf.org / Daniel Truran www.eoi.es

114. IMSD / CSR in SMEs
How to apply CSR in SMEs
- environmental (planet)
> Waste reduction
a group of Maltese hotels that are
built to minimise their impact on the
> Pollution avoidance island's environment and its natural
resources.
> Recycling
helping to safeguard the very future
> Reducing materials, energy, water of the tourism industry on which it
depends.
> Lower packaging costs
> Certification
ebbf.org / Daniel Truran www.eoi.es

115. IMSD / CSR in SMEs
How to apply CSR in SMEs
- economic (profit)
ebbf.org / Daniel Truran www.eoi.es

116. IMSD / CSR in SMEs
How to apply CSR in SMEs
- economic (profit)
small video production company
from rural Wales that makes a point
of recording and creating videos for
its local community
helping to regenerate the social and
economic fabric of an isolated rural
area
ebbf.org / Daniel Truran www.eoi.es

117. IMSD / CSR in SMEs
How to apply CSR in SMEs
- economic (profit)
> Responsible supply chain
small video production company
management
from rural Wales that makes a point
of recording and creating videos for
> Product safety its local community
> Ethical advertising helping to regenerate the social and
economic fabric of an isolated rural
> Cause-related marketing area
> Quality
> Fair pricing
ebbf.org / Daniel Truran www.eoi.es

118. IMSD / CSR in SMEs
With so much to choose from,
how do you choose priority actions?
ebbf.org / Daniel Truran www.eoi.es

119. IMSD / CSR in SMEs
How to identify areas of action
Company’s Influence
Stakeholder’s Interest
ebbf.org / Daniel Truran www.eoi.es

120. IMSD / CSR in SMEs
How to identify areas of action
Company’s Influence
particularly relevant
to SMEs limited
capabilities
Stakeholder’s Interest
ebbf.org / Daniel Truran www.eoi.es

121. IMSD / CSR in SMEs
Add 3rd element: relevance
to company’s area of competence.
e.g. High Tech company offering courses to stakeholders
e.g. Food production company offering sustainable packaging
Company’s Influence
ebbf.org / Daniel Truran Stakeholder’s Interest

122. Shared purpose and values creating love
Society
Personal Company
Shared Area / Love brand
ebbf.org / Daniel Truran www.eoi.es

123. IMSD / CSR in SMEs
What kind of leadership is required
for successful CSR in SMEs ?
ebbf.org / Daniel Truran www.eoi.es

124. IMSD / CSR in SMEs
Who is the world leader of all times
that inspires you most?
ebbf.org / Daniel Truran www.eoi.es

125. IMSD / CSR in SMEs
Everyone’s favourite leader / leadership
Ghandi
Madre Teresa di Calcutta
Martin Luther King jr.
Nelson Mandela
ebbf.org / Daniel Truran www.eoi.es

126. IMSD / CSR in SMEs
Everyone’s favourite leader / leadership
Ghandi
Madre Teresa di Calcutta
Martin Luther King jr.
Nelson Mandela
“Religion is one of the most important forces in the
world. Whether you are a Christian, a Muslim, a Buddhist,
a Jew, or a Hindu, religion is a great force, and it can
help one have command of one's own morality, one's own
behavior, and one's own attitude.”
ebbf.org / Daniel Truran www.eoi.es

127. IMSD / CSR in SMEs
Everyone’s favourite leader / leadership
Ghandi
Madre Teresa di Calcutta
Martin Luther King jr.
Nelson Mandela
ebbf.org / Daniel Truran www.eoi.es

128. IMSD / CSR in SMEs
Everyone’s favourite leader / leadership
Ghandi
Madre Teresa di Calcutta
Martin Luther King jr.
Nelson Mandela
What are the characteristics
of a
Values Based Leader ?
ebbf.org / Daniel Truran www.eoi.es

129. CSR in SMEs:
It all boils down
Common Shared Purpose
Leaders who can implement values
A structure and reporting (next lesson)
ebbf.org / Daniel Truran www.eoi.es

130. CSR in SMEs:
It all boils down
Common Shared Purpose
Leaders who can implement values
A structure and reporting (next lesson)
vision
ebbf.org / Daniel Truran www.eoi.es

131. CSR in SMEs: It all boils down
implementing a vision
We therefore need a vision of the future, not only of
the future we want to avoid but the future we want to
create.
ebbf.org / Daniel Truran www.eoi.es

132. CSR in SMEs: It all boils down
implementing a vision
We therefore need a vision of the future, not only of
the future we want to avoid but the future we want to
create.
ebbf.org / Daniel Truran www.eoi.es

133. CSR in SMEs: It all boils down
implementing a vision
We therefore need a vision of the future, not only of
the future we want to avoid but the future we want to
create.
What did Martin Luther King say?
ebbf.org / Daniel Truran www.eoi.es

134. CSR in SMEs: It all boils down
implementing a vision
We therefore need a vision of the future, not only of
the future we want to avoid but the future we want to
create.
What did Martin Luther King say?
I have a nightmare?
ebbf.org / Daniel Truran www.eoi.es

135. We therefore need a vision of the future, not only of the
future we want to avoid but the future we want to create.
ebbf.org / Daniel Truran www.eoi.es

136. We therefore need a vision of the future, not only of the
future we want to avoid but the future we want to create.
ebbf.org / Daniel Truran www.eoi.es

137. We therefore need a vision of the future, not only of the
future we want to avoid but the future we want to create.
ebbf.org / Daniel Truran www.eoi.es

138. We therefore need a vision of the future, not only of the
future we want to avoid but the future we want to create.
I HAVE A PLAN
ebbf.org / Daniel Truran www.eoi.es

139. We therefore need a vision of the future, not only of the
future we want to avoid but the future we want to create.
I HAVE A PLAN
ebbf.org / Daniel Truran www.eoi.es

140. We therefore need a vision of the future, not only of the
future we want to avoid but the future we want to create.
I HAVE A PLAN
ebbf.org / Daniel Truran www.eoi.es