The document defines CSR as organizations voluntarily taking responsibility for improving environmental, social, and economic aspects for stakeholders. It discusses why CSR is important, such as having a clear mission and influencing investors. Implementing CSR faces difficulties like limited resources and lack of awareness. Best practices examples are given of companies employing minority groups. Creating a values policy and training employees on values can help with implementation and provide competitive advantages.

1. 28/03/2012 1

2. 28/03/2012 2

3. Definition of CSR
CSR is a voluntary action by organizations that involves
taking responsibility for the betterment of the
environment, social and economic aspects of
stakeholders and ensuring sustainability in a mutually
beneficial way.
28/03/2012 3

4. Why is CSR important?
• Clear sense of mission;
• Influence by company’s reputation;
• Recruits want to work for companies that care;
• Social performance influences investors’ decisions;
• Enables the strategic management of internal and external
risks;
• Reduces operating costs.
28/03/2012 4

5. Difficulties implementing CSR
• Limited resources;
• Poor awareness about CSR training;
• Lack of motivation and possible strategies;
• No governmental support;
• Lack of flexibility;
• Lack of knowledge by the local community;
• Lack of moral conscience and will of the manager/owner.
28/03/2012 5

6. Competitive Edge
• Increase level of trust;
• Increase the standard of living for community;
• Influence new local businesses;
• Development of better culture around the company;
• Increasing the product’s standards.
28/03/2012 6

7. Best Practices
Sokeva
- 480 visually impaired workers
PPCT (Pirkanmaan PC Torte)
- 25% staff: minority groups
Differences
- Lithuania, Romania, Spain
- - have more work to do
- -can learn from other countries
Belgium, The Netherlands and Finland
- on good way
Importance of a good communication
28/03/2012 7

8. 28/03/2012 8
Value Policy
Written values reinforce and support specific actions !
1)Find current values
- Make a list with all the values
- Narrow the list from 6  3  2 core values
- Group discussion
2) Thinking about new values
- CSR Values: sustainability, respect, environmental,…..
- Minority group Values  Everyone Is ready
- Can learn/communicate/contribute
- Together we are better
3) Actual Policy
- KEEP IT SIMPLE ≠ Law
- For diverse audience
- Give practical examples

9. Implementing Company Values
• Values translated into day-to-day behaviour
• Every value has at least three behaviours
• Managers must be the role model
• Every employee must know the values
• Never ending process
28/03/2012 9

10. Implementing Company Values
4 Steps
1. Determining goals and strategy
- S.M.A.R.T.
- Win advise from stakeholders
- Zero measurement
2. Informing and involving employees
- Do not raise false expectations
- Allow them to ask questions
- Explain why and how they will practice CSR
3. Carry out the strategy
- Carefully monitor the situation but do not interfere
- Make it publicly known that the company has changed its values
4. Evaluate
- Comparison with zero measurement
- New strategy or not?
28/03/2012 10

11. Minority Groups - Inclusion
Balance between family and work
Medical evaluations
kindergarten discounts
Crèche
Professional Development Policy
Educational support programs: that motivates poor
and low educated employees
Degree programs by internet
28/03/2012 11

12. Minority Benefits:
group: Improved skills,
Disabled Employment.
Example
CSR
Company Training
Value: Schools for
Duty of Care Basic Skills
Training at low rates
Benefits:
Implementation of
Company Policy, CSR,
Better Image.
28/03/2012 12

13. Marketing
• Vision: A more equitable and sustainable society
• Mission:
- Increase the awareness of CSR and
Company Values among SME’s;
- Training and implement Company Values.
28/03/2012 13

14. Marketing
1.Product: CSR Company Values and Minorities
Training Manual
2. Promotion: strategic partnerships, Chambers of
Commerce, unions, forums, websites, free benefits;
3. Price: price paid now will compensate by long- term
benefits;
4. Place: on internet and other industries of CSR, at Chambers of
Commerce, associations, professional forums and face-to-face
meetings.
Site: https://sites.google.com/site/csrcompanyvalues/training-manual
28/03/2012 14

15. Conclusion
• “It's not hard to make decisions when you know what your
values are.” - Roy Disney
• "Vision without action is a daydream. Action without vision
is a nightmare.“- Japanese Proverb.
• "The time is always right to do what is right.“ - Martin
Luther King, Jr.
28/03/2012 15

16. References
• Company values paper, 2011
• http://www.valuequotes.net/
• http://www.zerowaste.ca/quotes.html
• http://www.piccolecreazioni.com/velvetfactory/
28/03/2012 16

17. 28/03/2012