Corporate Social Responsibility
“Continuing commitment by a business to behave ethically and contribute to economic
development while improving the quality of life of the workforce and their families as well as of
the local community and society at large” (Moir, 2007:1)
What is CSR?
• Contextual • Multi-Dimensional• Taking Responsibility• Extension of legal obligation• Marketing Tool
...But why bother?
Devil’s Advocate
“The social responsibility of a business is to Increase its Profits” (Friedman,
1970:1)
Agree
Disagree
50s60s70s80s90s
EnforcementIgnorance
EnlightenedInvestment
The Revolution Ends?
Origins, Trends & Developments
NOWRationalised
.
Recognised.
Integrated.
Business Case for CSR
• Good reputation• Greater efficiency from waste reductions• An increasingly motivated workforce• Can increase innovation• Investors are more willing to finance you
(?)
Celebrating CSR Advances
• We all know about • We chose four companies who have been
making changes
• We investigated and evaluated their CSR efforts
• Don’t be Evil• Competitive Advantage• Focus on three areas• Investments have two criteria
1. Make good business sense2. Have long term potential to transform
the industry• Google are maturing and it shows.
Download Vanden’s full case study on the Wiki
Volkswagen
• Environment• Global & Local Society• Ethics
• Strategy 2018: Sustainability at the heart of corporate policy
• Green Mobility
Download James’s full case study on the Wiki
The overall Aim of 2018 Strategy:
#1
• 2010- acceleration of platforms for future growth.
• Improve, empower and impact strategies.
• Recognising social responsibilities.
Download Seonaid’s full case study on the Wiki
“Brewing A Better Future”
• Launched in 2007: • 7 pillars• 20 objectives• 180 commitments• 1 aim: becoming the world's
most sustainable major retailer
Download Tom’s full
case study on the Wiki
CSR Matrix
Conclusions
• Integration a key component• Progress is slow and profit driven• Financial implications• Greenwashing remains an issue• Finding balance between £ /• Organisational Responsibilities Unclear• Issues: lack of regulation and multitude
of different frameworks• Failing initiatives use ‘Friedman Fallback’
A referenced presentation and our case
studies will be uploaded to the
Wiki
More.
Mr Daisey and The Apple FactoryThe Co-operative Social Responsibility ReportInnocent CSRContaminated Haemophilia Blood ProductsBusiness in the CommunityTim Jackson: Prosperity without GrowthHome Documentary
ReferencesBarnea, A., and Rubin, A., (2010). Corporate Social Responsibility as a Conflict Between Shareholders. Journal of Business Ethics, 97 (1), 71-86.
Basu, K., and Palazzo, G. (2008) Corporate social responsibility: a process made of sense making. Academy of management review, 33 (1), 122-136Benabou, R., and Tirole, J., (2010) Individual and Corporate Social Responsibility. Economica, 77 (305), 1-19.
Burchell, J., (2008) The corporate social responsibility reader. 2nd ed. Oxon: Routeledge.
Business in the Community, (2003). The Business case for being a responsible business. [online] available at: http://www.bitc.org.uk/resources/publications/cr_business_case.html [accessed 12/01/2012]
Carroll, A. (1979) A three dimensional conceptual model of corporate performance. The academy of management review, 4 (4), 497-505. Dahlsrud, A., 2008. How Corporate Social Responsibility is Defined : an Analysis of 37 Definitions. Corporate Social Responsibility and Environmental Management, 13(November 2006), p.1-13. Available at: http://www.csr-norway.no/papers/2007_dahlsrud_CSR.pdf.
Fisher, C., and Lovell, A., (2009) Business ethics and values: Individual, Corporate and International Perspectives. 3rd Ed. Harlow: Pearson Education. 296.
Friedman, M., 1970. The Social Responsibility of Business is to Increase its Profits W. C. Zimmerli, M. Holzinger, & K. Richter, eds. The New York Times Magazine, 32(13), p.173–178. Available at: http://www.springerlink.com/index/M2141PP14981487H.pdf.
Google, (2011). Google Giving. [online] available at: http://www.google.org/giving.html [accessed 03/01/2012]Heineken, (2009) Brewing a better future [online] available at: http://www.heinekeninternational.com/vision
Jackson, T. (2009). Prosperity without growth: economics for a finite planet: London: Earthscan.
Kärnä, J., Hansen, E. & Juslin, H., 2003. Social responsibility in environmental marketing planning. European Journal of Marketing, 37(5/6), p.848-871. Available at: http://www.emeraldinsight.com/10.1108/03090560310465170.
Mithel, R., and Agle, B., and Wood, D., (1997) Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review, 22, 853-866.
Moyo, Dambisa., (2009). Dead Aid: Why aid is not working and how there is another way for Africa. London: Penguin Publishers
Nielsen, A., and Thomsen, C., (2007). Reporting CSR – what and how to say it? Corporate Communications: An International Journal. 12 (1), 25-40.
Norburn, C., (2011). NCS says M&S energy use cut by 30%. [online] available at: http://www.placenorthwest.co.uk/news/archive/10746-ncs-says-m-and-s-energy-use-cut-by-30.html
Spitseck, H., (2009) The Development of Governance Structure for Corporate Responsibility. Corporate Governance: International Journal of Business in Society. 9 (4), 495-505.
Wood, D., (1994). Business and Society, Harper Collins, New York.
Each slide has its references in the notes
section
