1. MBA5708. 2013.2. ON CAMPUS
Andre Ferrari Francisco 10247228
Na Wu 10191394
Changyi Hou 10269688
Chieh Jung Wang 10290728
Haobo Lin 10151516

2. RED
( )Ethics
?

3. Q 1
Laissez-faire Enlightened self-
interested
Forum for
stakeholder
interaction
Shaper of society
Ethical
Corporate Social Responsibility Stance

4. CUSTOMER
MISSION:
To work with well-known brand organization
VISION:
To save more lives with HIV/AIDS in Africa
OBJECTIVES:
To improve (RED) brand image
To expand the range of cooperation partners
(Source: Joinred.com)

5. Q 1
Laissez-faire Enlightened self-
interested
Shaper of society
Ethical
Corporate Social Responsibility Stance
Forum for
stakeholder
interaction
‘Acting in an ethical way is not
only the right thing to do - it
also unlocks new ways for us to
do business better.’
--Head of Social Responsibility
(Source：Case)
DEVELOPING
WORLD
THE
GLOBAL
FUND
Advertising
Support
Profit
Share
Job
Opportunity
Seeking
Sustainability
Prior
Stakeholder
Expectation
1 2

6. Q 1
Laissez-faire Forum for
stakeholder
interaction
Shaper of society
Ethical
Enlightened self-
interested
Corporate Social Responsibility Stance
Real purpose ?
• Fund raising
• Increasing sales
volume
• Good business sense
• Positive corporate
images
Profit Maximization !
What really happened ?

7. Q2
Long Term
Shareholder
Expectation View For
Sustainable Results
Quick Profit
Sustainability
Profit Loss
Short Term

8. APPROPRIATE
Q3
INAPPROPRIATE
?

9. Stakeholder Mapping:
The Power/Interest Matrix
Level of Interest
Power
Low HIGH
HIGH
• SHAREHOLDERS
Minimal Effort
Keep Satisfied Key Player
Keep informed
• PRODUCT COMPANIES
• THE GLOBAL FUND
• CUSTOMERS
• ENVIRONMENTAL
• SHAREHOLDERS
• PRODUCT COMPANIES
• THE GLOBAL FUND
• CUSTOMERS
• ENVIRONMENTAL

10. Q3
APPROPRIATE UNAPPROPRIATE
Q&A