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CORPORATE SOCIAL RESPONSIBILITY BRIDGESTONE Antje Friedrich Evgeny Smyslenov Carmen Sotomayor
CORPORATE SOCIAL RESPONSIBILITY
BRIDGESTONE
Antje FriedrichEvgeny SmyslenovCarmen Sotomayor
o The Companyo Stakeholder analysiso CSR at Bridgestoneo Corporate citizenshipo The scandalo Opinions and effectso Ethical foundations:
o Deontologyo Consequentialismo Contractarianism o Ethics of virtue
o Conclusiono Q&A
Outline
o Ranked No.1 tire manufacturer in the global tire market
o Main competitorso Michelino Goodyearo Continental
o Europeo Asia/Oceaniao Middle Easto Africa
GOVERN-MENTS
MEDIA
ENVIRONMENT
COMPETITORS
Stakeholder AnalysisINTERNAL STAKEHOLDER
EMPLOYEES
MANAGER
OWNER
EXTERNAL STAKEHOLDER
CREDITORS
SUPPLIERS
SHAREHOLDERS
o Environmento 3 Areas of environmental o progresso 2 Strategies for growth
oTire Safetyo Activities to communicate to people the
importance of maintenance of the tires
CSR at Bridgestone
oCorporate Citizenship
o “For the welfare and happiness of all mankind”
o Business + Public interest activities Added Benefit
o Social Activities Committeeo Support employees’ social contribution
activitieso Global Projects
o Bridgestone Corp. admitted that subsidiaries had attempted to bribe middle men to sell marine hoses.
o Bribe 150 million yen paid by overseas offices
o News conference Bridgestone executives apologized
The Scandal
o " Such acts betray the confidence that customers, shareholders and business counterparts have in our company"
o "I expect the impact on our brand will be quite a big one," CEO Shoshi Arakawa said, adding he saw little impact on immediate earnings but did not know about the future
What Bridgestone says …
As a result…o8 executives were arrested in the US
oInvestigating lawyers found wrongdoing, dating back to 2003 but it could go back a further 15 years.
oBridgestone got fined by European Comission 58.5 million euros
oThe impact on the brand is a big one, the earnings immediately decreased and there is no sure about the future, admits the CEO, Shoshi Arakawa.
o quit the marine hose business
o prepared education program for employees
o prohibited sales department to make decisions on their own
After the scandal Bridgestone …
Deontology
Consequentialism
Contractarianism
Ethics of Virtue
The Ethical Foundations
The Ethical Foundations
“I choose what is morally correct… regardless of the
consequences that implies”o“One of our deontological duties is the
duty to obey the law” (Gert, 1970)o US Department of Justice, the European
Commission and the Fair Trade Commission of Japan Violation of the law
o“Right has priority over the Good” (SEP, 2007)o Marine hose business closed and people
lost their jobs
Deontology
o The success of the company has the moral priority which means moral rules can be broken as a cost for the end result
o The people involved, even the ones arrested, mightbelieve that even though their actions in themselves might be morally wrong, the ‘good’ end result legitimized their behavior
Whether an act is morally right depends only on
consequencesConsequentialism
oMarine hoses scandalo 1st mutually beneficial
oRevelation of scandal omore parties involved
oChange of behavioroassure same treatment
Don't do unto others what you don't want
done to you
Contractarianism
o CSR reports – GRI
o Member of a sustainability project
acting good as long as it is mutually beneficial
Don't do unto others what you don't want
done to you
Contractarianism
o “Serve society with superior quality”
oSafety driving
oBridgestone gives its time and resources for community-oriented environmental and social improvements
“What would _____ do?”Ethics of virtue
overy active in CSR
o BUT …
o several scandals in the pasto tyre scandalso F1 scandalo bribery
repeated involvement in scandals however suggest very thin moral motivation for CSR actions
Conclusion
Your questions are welcome
Thank You!
