SlideShare ist ein Scribd-Unternehmen logo
1 von 4
Downloaden Sie, um offline zu lesen
Insights
Strategy Documents
I07/2011




Public Affairs

Mission, vision and values
of the company: the centre
of a good CSR praxis
                     What is the purpose of the self-declaration made by a company, the elements
                     which make up and make sense of its identity in relation to Corporate Social
                     Responsibility? CSR should be based and rooted in the organizational culture of
                     the company, because there is no single way to understand or practice it.

                     What should exist is a coherent and holistic              of action for correct and efficient decision making
                     vision of Corporate Social Responsibility and its         in relation to interest groups, in the management of
                     integration in the activity, the business of the          a good relationship with them and of a joint process
                     company. In fact, the socially responsible focus          of value generation, as Michael Porter has recently
                     should be included in the company’s corporate             stated in his article “Creating Shared Value”,
                     statement, both in its vision and in its mission          published in the Harvard Business Review.
                     and values, which give and confer meaning and
                     purpose as an organization.                               Drawing up the CSR mission
                                                                               There are two aspects, two dimensions of the CSR
                     On the one hand, there must be a specific and             mission:
                     singular CSR statement of vision, mission and values
                     in the company, which is the focus that corresponds       1. Internal: needs that are satisfied
                     to the company’s style. But on the other hand, as we         from those which, in turn, satisfy
                     said, there must exist an integration, as well as an         others’ needs (external mission).
                     alignment, of the CSR focus within the corporate          2. External: people’s needs which are
                     mission, vision and values.                                  solved: the principal contribution
                                                                                  to society and ‘raison d’être’.
                     A vision (a clear perception of what the company
                     wants to achieve in the medium and long run),             What attributes must a good mission statement have?
                     without a mission (direction or objective) and
                     values (tools to achieve it) is nothing other than a      •	 Authentic.
                     declaration of good intentions, but a mission without
                                                                               •	 Simple.
                     a vision and values is a lack of a sense of proportion,
                     according to Antonio Argandona, professor of              •	 Easy.
                     Economics and Director of the CSR and Corporate           •	 Brave.
                     Governance chair at IESE Business School.                 •	 Stimulating.
                                                                               •	 Feasible.
                     CSR must also make itself explicit in a series of
                     promises and public commitments which must not            •	 Inspiring.
                     be broken or forgotten, because it means a framework      •	 Convincing.
Mission, vision        •	 Credible.                                                   constant in the company, especially as they expect
and values of the                                                                     that these principles are the ones that guide the
company: the centre    •	 Ambitious.
of a good CSR praxis                                                                  actions and behaviors of their employees with the
                                                                                      airline’s clients.
                       It is also necessary to personalize and apply the
                       mission to each of the stakeholders. A good
                                                                                      This North American airline company understands
                       example of this is Southwest Airlines, a great case
                                                                                      that the best way to achieve a responsible behavior
                       inspired by the spirit which encourages Corporate
                                                                                      from its employees towards its clients and society in
                       Social Responsibility, especially in the labor and
                                                                                      general is behaving in the same manner with them,
                       environmental sphere.
                                                                                      anticipating itself and creating the necessary mood
                                                                                      and environment to achieve this, aligning precisely
                       This was the only company which grew after the
                                                                                      the internal mission with the external one.
                       9/11 terrorist attacks, even though it was a low cost
                       company centered on domestic passenger flights, as
                                                                                      Another good example along these lines is that of
                       were the three flights hijacked that day. In 2006,
                                                                                      Starbucks, whose mission is “to inspire and nurture
                       the company obtained, from domestic operations
                                                                                      the human spirit – one person, one cup and one
                       only, the record number of passengers in the entire
                                                                                      neighborhood at a time.” Starbucks represents the
                       US, compared to any other competing airline and
                                                                                      commitment of a company, from its own corporate
                       including international flights in this case.
                                                                                      statement to its last operation, with the community
                                                                                      in which it operates, the environment in which it
                       ‘CSR must also make itself                                     develops and the talent on which it relies to achieve

                       explicit in a series of                                        it (respect and diversity).

                       promises and public
                                                                                      Starbucks: Mission and principles
                       commitments which must
                       not be broken or forgotten                                     Our mission

                       by the company.’                                                 To inspire and nurture the human spirit person to
                                                                                        person, cup to cup and community to community.

                       The company’s mission is “dedication to the                    These are the principles that guide our daily work:
                       highest quality of Customer Service delivered
                       with a sense of warmth, friendliness, individual                 Our coffee                    Our stores
                       pride, and company spirit.” But the company adds
                                                                                        Partner Links Partners        Our community
                       in its Mission statement a specific reference to its
                       talent management policy and its concern for its                 Our customers                 Our shareholders
                       employees when it states that it offers “a stable work
                       environment with equal opportunity for learning
                       and personal growth.”                                          Source: Starbucks Coffee Company, 2011.


                       Southwest understands that creativity and
                       innovation are two key factors for the growth                  A shared mission
                       and efficiency of the company and for this reason              There are different ‘owners’ of the mission
                       it is responsibly committed to a policy of human               within a company, but a mission fails when it is
                       capital in which concern, respect and care are a               badly drawn up, defined or applied, or it is not
                                                                                      necessarily shared by the entire organization and,
                                                                                      especially, by its management team. In many
                       Southwest: Commitment to customer care                         cases, the incoherency between the mission and
                                                                                      business practice has to do with the way in which
                        Our mission                                                   objectives are set, often without considering
                                                                                      the ethical dimension or the style of internal
                          The mission of Southwest Airlines is dedication to the
                          most high quality of service delivered to the customer      leadership, led by the CEO.
                          with a feeling of warmth, individual pride and friendship
                          through of entrepreneurship.                                The mission can be a tool for public relations
                                                                                      or a framework for decision making, according
                                                                                      to Professor Argandona, two visions which are
                                                                                      certainly divergent, if not opposed: it inspires
                                                                                      internal politics and procedures, it recognizes
                                                                                      and confirms identity and values, and trains
                                                                                      managers and employees in their relationship with
                                                                                      other stakeholders, apart from stimulating the
                                                                                      motivation to allow self-regulation and internal
                       Source: Southwest Airlines, 2011.
                                                                                      control systems.


                                                                                                                                      Insights   2
Mission, vision        Within the origin of the mission lie the ideals of the     individual in the company (hence the importance
and values of the      founder or founders of the organization, and later         of the selection and direction of talent through
company: the centre
of a good CSR praxis   of the management team, but in its development             values, as proposed Simon Dolan, professor at
                       it is fundamental to establish a process of open           ESADE Business School). But a company can also
                       dialogue to enable its continuous improvement              change or suffocate personal values which can
                       in its application. For this reason, only when the         adjust, sometimes, to a greater extent than those of
                       company as a whole realizes how much the mission           the organization itself, to CSR standards, which we
                       can and does contribute, is when all can share it.         see as more responsible.


                       ‘Organizational values                                     Furthermore, values must be defined around the
                                                                                  mission analyzing at the same time real values,
                       must be coherent, not                                      experienced within the company, day to day, by way

                       contradictory, with the                                    of a yardstick that never misleads nor fail in this
                                                                                  task: decision making and prioritization of issues,
                       personal values of each                                    the facts.

                       individual in the company.’                                Finally, virtues allow one to live in accordance with
                                                                                  values, but self-commitment, the true capacity to act,
                       And to achieve this shared mission the role of
                                                                                  and its stimulation or advocacy become key in this
                       communications is especially relevant, in order to
                                                                                  process. Virtues push, they support the experience
                       give a clear idea to everyone, but also to explain
                                                                                  of values. That is why permanent examples of
                       to each one what the company expects from
                                                                                  internal coherence with values are necessary, as well
                       them, what they must do and, finally and no less
                                                                                  as a solid pride of ownership which reinforces and
                       important, to give them autonomy, responsibility,
                                                                                  reaffirms them.
                       and empower them.

                       One of the more efficient ways to make a mission           Conclusions: a change of values for CSR
                       operative, in line with what Professor Pablo Cardona       Values in a company are changed by decision,
                       at IESE has posed, is to ensure that it is consistent,     education, but also by reflection and meditation
                       that it is aligned to:                                     on behavior itself and its consequences, which on
                                                                                  certain occasions leads to the conversion of these
                       •	 The strategy.                                           through the acquisition of new habits, always
                                                                                  contrary to comfort or satisfaction itself.
                       •	 The operations.
                       •	 The policies.                                           In the end, a realistic exercise is necessary to define
                       •	 The procedures.                                         the company’s mission correctly in agreement with
                       •	 The structures.                                         the vision and the values, as well as coordinating
                                                                                  it with the specific mission of CSR and its needs
                                                                                  and requirements.
                       And the shared mission is expressed in different
                       levels of the organization and must be reflected in the
                       scorecard, translated into concrete and measureable
                       results, combining it with specific objectives.


                       The function of values in
                       organizational change
                       Values are ideas (they do not need an origin) and
                       beliefs (as a function of a cultural context) – they are
                       not emotions or feelings, tastes or preferences – of the
                       desirable behavior of people who guide the election
                       or evaluation of alternatives which, in the end, rule
                       behavior. Hence its relevance to the debate surrounding
                       CSR and its implementation in organizations.

                       Personal values exist, but so do organizational,
                       collective values which do not represent the mere
                       sum of the personal ones, but those which belong
                       to an entire company and which have value in
                       themselves to be appreciated, considered important,
                       good, positive and even attractive.

                       Organizational values must be coherent, not
                       contradictory, with the personal values of each


                                                                                                                            Insights   3
©2011, Corporate Excellence - Centre for Reputation Leadership
Business foundation created by large companies to professionalize the management of intangible assets and contribute to the development
of strong brands, with good reputation and able to compete in the global market. Its mission is to be the driver which leads and consolidates
the professional management of reputation as a strategic resource that guides and creates value for companies throughout the world.

Legal Notice
This document is property of the Corporate Excellence - Centre for Reputation Leadership and has as its objective to share business
knowledge about Brand, Reputation, Communication and Public Affairs Management.

This document is directed exclusively towards its addressee and contains confidential information, subject to professional secrecy, whose
disclosure, copy or non-authorized use is against the Law. If you receive this document by mistake, let us know immediately and erase it
without keeping a copy.

Corporate Excellence - Centre for Reputation Leadership is the owner of all the intellectual property rights of the images, texts, designs
and any other content or elements of this product and has the necessary permission for its use, and therefore, its copy, distribution, public
release or transformation is prohibited, without express authorization from the owner.

Weitere ähnliche Inhalte

Was ist angesagt?

Hrm case study 2
Hrm case study 2Hrm case study 2
Hrm case study 2Waqas Khan
 
TCS - Final Project Report
TCS - Final Project ReportTCS - Final Project Report
TCS - Final Project ReportAyesha Shoukat
 
360 Degree Appraisal FEEDBACK At Tesco, CASE STUDY
 360  Degree  Appraisal  FEEDBACK  At Tesco,  CASE STUDY 360  Degree  Appraisal  FEEDBACK  At Tesco,  CASE STUDY
360 Degree Appraisal FEEDBACK At Tesco, CASE STUDYsyedanas32
 
Bata Case Study
Bata Case StudyBata Case Study
Bata Case Studyraulpin101
 
A project on service standard of fedex corporation
A project on service standard of fedex corporationA project on service standard of fedex corporation
A project on service standard of fedex corporationBhavin Agrawal
 
Leadership and IT-Driven Organizational Change in the Sri Lankan Context
Leadership and IT-Driven Organizational Change in the Sri Lankan ContextLeadership and IT-Driven Organizational Change in the Sri Lankan Context
Leadership and IT-Driven Organizational Change in the Sri Lankan ContextEashani Rodrigo
 
Integration Of Culture Within The Organization PowerPoint Presentation Slides
Integration Of Culture Within The Organization PowerPoint Presentation SlidesIntegration Of Culture Within The Organization PowerPoint Presentation Slides
Integration Of Culture Within The Organization PowerPoint Presentation SlidesSlideTeam
 
Pakistan Tobacco Company: Strategic Analysis
Pakistan Tobacco Company: Strategic AnalysisPakistan Tobacco Company: Strategic Analysis
Pakistan Tobacco Company: Strategic AnalysisAyesha Majid
 
The knowledge workers' strike
The knowledge workers' strikeThe knowledge workers' strike
The knowledge workers' strikeneha singh
 
INFOSYS - Ethical Practices
INFOSYS - Ethical PracticesINFOSYS - Ethical Practices
INFOSYS - Ethical PracticesPallav Tyagi
 
Pepsi co strategic management
Pepsi co strategic managementPepsi co strategic management
Pepsi co strategic managementDavid Croos
 
Tcs+iit industry analysis
Tcs+iit industry analysisTcs+iit industry analysis
Tcs+iit industry analysisSmriti Singhaal
 
3_Orix Geoscience.pptx
3_Orix Geoscience.pptx3_Orix Geoscience.pptx
3_Orix Geoscience.pptxsindhuri2
 

Was ist angesagt? (20)

Hrm case study 2
Hrm case study 2Hrm case study 2
Hrm case study 2
 
TCS - Final Project Report
TCS - Final Project ReportTCS - Final Project Report
TCS - Final Project Report
 
Infosys
InfosysInfosys
Infosys
 
360 Degree Appraisal FEEDBACK At Tesco, CASE STUDY
 360  Degree  Appraisal  FEEDBACK  At Tesco,  CASE STUDY 360  Degree  Appraisal  FEEDBACK  At Tesco,  CASE STUDY
360 Degree Appraisal FEEDBACK At Tesco, CASE STUDY
 
STP of tata Motors
STP of tata MotorsSTP of tata Motors
STP of tata Motors
 
Bata Case Study
Bata Case StudyBata Case Study
Bata Case Study
 
A project on service standard of fedex corporation
A project on service standard of fedex corporationA project on service standard of fedex corporation
A project on service standard of fedex corporation
 
Tcs marketing
Tcs marketingTcs marketing
Tcs marketing
 
HR PRACTICES AT GSK
HR PRACTICES AT GSKHR PRACTICES AT GSK
HR PRACTICES AT GSK
 
Leadership and IT-Driven Organizational Change in the Sri Lankan Context
Leadership and IT-Driven Organizational Change in the Sri Lankan ContextLeadership and IT-Driven Organizational Change in the Sri Lankan Context
Leadership and IT-Driven Organizational Change in the Sri Lankan Context
 
TCS REPORT
TCS REPORTTCS REPORT
TCS REPORT
 
Integration Of Culture Within The Organization PowerPoint Presentation Slides
Integration Of Culture Within The Organization PowerPoint Presentation SlidesIntegration Of Culture Within The Organization PowerPoint Presentation Slides
Integration Of Culture Within The Organization PowerPoint Presentation Slides
 
Pakistan Tobacco Company: Strategic Analysis
Pakistan Tobacco Company: Strategic AnalysisPakistan Tobacco Company: Strategic Analysis
Pakistan Tobacco Company: Strategic Analysis
 
The knowledge workers' strike
The knowledge workers' strikeThe knowledge workers' strike
The knowledge workers' strike
 
INFOSYS - Ethical Practices
INFOSYS - Ethical PracticesINFOSYS - Ethical Practices
INFOSYS - Ethical Practices
 
Metro cash and carry
Metro cash and carryMetro cash and carry
Metro cash and carry
 
Pepsi co strategic management
Pepsi co strategic managementPepsi co strategic management
Pepsi co strategic management
 
Tcs+iit industry analysis
Tcs+iit industry analysisTcs+iit industry analysis
Tcs+iit industry analysis
 
Titan stp
Titan stpTitan stp
Titan stp
 
3_Orix Geoscience.pptx
3_Orix Geoscience.pptx3_Orix Geoscience.pptx
3_Orix Geoscience.pptx
 

Andere mochten auch

CORPORATE SOCIAL RESPONSIBILITY
CORPORATE SOCIAL RESPONSIBILITYCORPORATE SOCIAL RESPONSIBILITY
CORPORATE SOCIAL RESPONSIBILITYRobbySahoo
 
Enterprise project management organisation – joining strategy to delivery and...
Enterprise project management organisation – joining strategy to delivery and...Enterprise project management organisation – joining strategy to delivery and...
Enterprise project management organisation – joining strategy to delivery and...Association for Project Management
 
Shangril-La Villingili invites eco-conscious travellers
Shangril-La Villingili invites eco-conscious travellersShangril-La Villingili invites eco-conscious travellers
Shangril-La Villingili invites eco-conscious travellersManjje Son
 
Top 10 Job Boards for Recruiting & Hiring Salespeople
Top 10 Job Boards for Recruiting & Hiring Salespeople Top 10 Job Boards for Recruiting & Hiring Salespeople
Top 10 Job Boards for Recruiting & Hiring Salespeople Paul Andre de Vera
 
Ruw green i-troadmap
Ruw green i-troadmapRuw green i-troadmap
Ruw green i-troadmapGreenology
 
Greener & smarter ict bahrin(14052012)
Greener & smarter ict bahrin(14052012)Greener & smarter ict bahrin(14052012)
Greener & smarter ict bahrin(14052012)Greenology
 
Greening every ink
Greening every inkGreening every ink
Greening every inkGreenology
 
Mv q4 09
Mv q4 09Mv q4 09
Mv q4 09cjdente
 
Going green through ict dr zakareya al khaja- e ga-v0 1
Going green through ict  dr  zakareya al khaja- e ga-v0 1Going green through ict  dr  zakareya al khaja- e ga-v0 1
Going green through ict dr zakareya al khaja- e ga-v0 1Greenology
 
Unep green economy 16 may 2012
Unep green economy 16 may 2012Unep green economy 16 may 2012
Unep green economy 16 may 2012Greenology
 
Arisnb proxy-squid-monitoring
Arisnb proxy-squid-monitoringArisnb proxy-squid-monitoring
Arisnb proxy-squid-monitoringMay OneNine
 
Financial and corporate aspects with recycling v greener ict
Financial and corporate aspects with recycling v   greener ictFinancial and corporate aspects with recycling v   greener ict
Financial and corporate aspects with recycling v greener ictGreenology
 
Wtc pop negotiation
Wtc pop negotiationWtc pop negotiation
Wtc pop negotiationaruncec2001
 
عرض تقديمي1
عرض تقديمي1عرض تقديمي1
عرض تقديمي1pridsmile
 
Elite Rentals e-Magazine
Elite Rentals e-MagazineElite Rentals e-Magazine
Elite Rentals e-Magazinecjdente
 

Andere mochten auch (20)

CORPORATE SOCIAL RESPONSIBILITY
CORPORATE SOCIAL RESPONSIBILITYCORPORATE SOCIAL RESPONSIBILITY
CORPORATE SOCIAL RESPONSIBILITY
 
Enterprise project management organisation – joining strategy to delivery and...
Enterprise project management organisation – joining strategy to delivery and...Enterprise project management organisation – joining strategy to delivery and...
Enterprise project management organisation – joining strategy to delivery and...
 
Shangril-La Villingili invites eco-conscious travellers
Shangril-La Villingili invites eco-conscious travellersShangril-La Villingili invites eco-conscious travellers
Shangril-La Villingili invites eco-conscious travellers
 
Top 10 Job Boards for Recruiting & Hiring Salespeople
Top 10 Job Boards for Recruiting & Hiring Salespeople Top 10 Job Boards for Recruiting & Hiring Salespeople
Top 10 Job Boards for Recruiting & Hiring Salespeople
 
Ruw green i-troadmap
Ruw green i-troadmapRuw green i-troadmap
Ruw green i-troadmap
 
20110406105023681
2011040610502368120110406105023681
20110406105023681
 
Greener & smarter ict bahrin(14052012)
Greener & smarter ict bahrin(14052012)Greener & smarter ict bahrin(14052012)
Greener & smarter ict bahrin(14052012)
 
Greening every ink
Greening every inkGreening every ink
Greening every ink
 
Race
RaceRace
Race
 
TEST PRESENTATION
TEST PRESENTATIONTEST PRESENTATION
TEST PRESENTATION
 
Mv q4 09
Mv q4 09Mv q4 09
Mv q4 09
 
Going green through ict dr zakareya al khaja- e ga-v0 1
Going green through ict  dr  zakareya al khaja- e ga-v0 1Going green through ict  dr  zakareya al khaja- e ga-v0 1
Going green through ict dr zakareya al khaja- e ga-v0 1
 
Conference: The Repution Journey
Conference: The Repution JourneyConference: The Repution Journey
Conference: The Repution Journey
 
Unep green economy 16 may 2012
Unep green economy 16 may 2012Unep green economy 16 may 2012
Unep green economy 16 may 2012
 
Arisnb proxy-squid-monitoring
Arisnb proxy-squid-monitoringArisnb proxy-squid-monitoring
Arisnb proxy-squid-monitoring
 
Financial and corporate aspects with recycling v greener ict
Financial and corporate aspects with recycling v   greener ictFinancial and corporate aspects with recycling v   greener ict
Financial and corporate aspects with recycling v greener ict
 
Wtc pop negotiation
Wtc pop negotiationWtc pop negotiation
Wtc pop negotiation
 
Ahjjj
AhjjjAhjjj
Ahjjj
 
عرض تقديمي1
عرض تقديمي1عرض تقديمي1
عرض تقديمي1
 
Elite Rentals e-Magazine
Elite Rentals e-MagazineElite Rentals e-Magazine
Elite Rentals e-Magazine
 

Ähnlich wie Mission, vision and values of the company the centre of a good CSR praxis

Making the most out of corporate social responsibility
Making the most out of  corporate social responsibilityMaking the most out of  corporate social responsibility
Making the most out of corporate social responsibilityAneesh Suresh
 
Purpose & Performance 2010
Purpose & Performance 2010Purpose & Performance 2010
Purpose & Performance 2010bm italy
 
Corporate Purpose Impact 2010
Corporate Purpose Impact 2010Corporate Purpose Impact 2010
Corporate Purpose Impact 2010Burson Marsteller
 
Caring Organization
Caring OrganizationCaring Organization
Caring Organizationsimply_coool
 
Unit 4: Excellent resource bank
Unit 4: Excellent resource bankUnit 4: Excellent resource bank
Unit 4: Excellent resource bankmattbentley34
 
Strategic purpose company mission 6 june 11
Strategic purpose  company mission 6 june 11Strategic purpose  company mission 6 june 11
Strategic purpose company mission 6 june 11ritik_vermani
 
Corporate social responsibility
Corporate social responsibilityCorporate social responsibility
Corporate social responsibilitySaurabh Tiwari
 
Aligning Strategy and Culture
Aligning Strategy and CultureAligning Strategy and Culture
Aligning Strategy and CultureHay Group India
 
vision, mission, goals and objectives
vision, mission, goals and objectivesvision, mission, goals and objectives
vision, mission, goals and objectivesLidhiya Babu
 
Full text section_1
Full text section_1Full text section_1
Full text section_1waqole
 
White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...
White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...
White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...barbarajahncke
 
Organizational culture
Organizational cultureOrganizational culture
Organizational culturedramrsadik
 
4a.1 corporate objectives and strategy
4a.1 corporate objectives and strategy4a.1 corporate objectives and strategy
4a.1 corporate objectives and strategyRawVix
 
Rbs usa 2012
Rbs usa 2012Rbs usa 2012
Rbs usa 2012hi0u50e9
 

Ähnlich wie Mission, vision and values of the company the centre of a good CSR praxis (20)

Commarca Comunicación
Commarca ComunicaciónCommarca Comunicación
Commarca Comunicación
 
Making the most out of corporate social responsibility
Making the most out of  corporate social responsibilityMaking the most out of  corporate social responsibility
Making the most out of corporate social responsibility
 
Corporate purpose impact 2010
Corporate purpose impact 2010Corporate purpose impact 2010
Corporate purpose impact 2010
 
Purpose & Performance 2010
Purpose & Performance 2010Purpose & Performance 2010
Purpose & Performance 2010
 
Corporate Purpose Impact 2010
Corporate Purpose Impact 2010Corporate Purpose Impact 2010
Corporate Purpose Impact 2010
 
Caring Organization
Caring OrganizationCaring Organization
Caring Organization
 
Unit 4: Excellent resource bank
Unit 4: Excellent resource bankUnit 4: Excellent resource bank
Unit 4: Excellent resource bank
 
Communication Director’s Role in the New Economy
Communication Director’s Role in the New EconomyCommunication Director’s Role in the New Economy
Communication Director’s Role in the New Economy
 
Strategic purpose company mission 6 june 11
Strategic purpose  company mission 6 june 11Strategic purpose  company mission 6 june 11
Strategic purpose company mission 6 june 11
 
Corporate social responsibility
Corporate social responsibilityCorporate social responsibility
Corporate social responsibility
 
Business ethics
Business ethicsBusiness ethics
Business ethics
 
2 strategy
2 strategy2 strategy
2 strategy
 
Aligning Strategy and Culture
Aligning Strategy and CultureAligning Strategy and Culture
Aligning Strategy and Culture
 
vision, mission, goals and objectives
vision, mission, goals and objectivesvision, mission, goals and objectives
vision, mission, goals and objectives
 
Full text section_1
Full text section_1Full text section_1
Full text section_1
 
White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...
White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...
White Paper: Great Culture. Great Workplace. Lessons from America’s Best Comp...
 
Organizational culture
Organizational cultureOrganizational culture
Organizational culture
 
4a.1 corporate objectives and strategy
4a.1 corporate objectives and strategy4a.1 corporate objectives and strategy
4a.1 corporate objectives and strategy
 
Linking a brand´s DNA to a companys strategy the role played by identity and...
 Linking a brand´s DNA to a companys strategy the role played by identity and... Linking a brand´s DNA to a companys strategy the role played by identity and...
Linking a brand´s DNA to a companys strategy the role played by identity and...
 
Rbs usa 2012
Rbs usa 2012Rbs usa 2012
Rbs usa 2012
 

Mehr von Corporate Excellence - Centre for Reputation Leadership

Mehr von Corporate Excellence - Centre for Reputation Leadership (20)

Resumen Ejecutivo. El nuevo CCO: Transformando las empresas en un mundo cambi...
Resumen Ejecutivo. El nuevo CCO: Transformando las empresas en un mundo cambi...Resumen Ejecutivo. El nuevo CCO: Transformando las empresas en un mundo cambi...
Resumen Ejecutivo. El nuevo CCO: Transformando las empresas en un mundo cambi...
 
Approaching the Future: Informe de Tendencias en Gestión de Intangibles
Approaching the Future: Informe de Tendencias en Gestión de IntangiblesApproaching the Future: Informe de Tendencias en Gestión de Intangibles
Approaching the Future: Informe de Tendencias en Gestión de Intangibles
 
Approaching the Future: Trend Analysis
Approaching the Future: Trend AnalysisApproaching the Future: Trend Analysis
Approaching the Future: Trend Analysis
 
Study. Online Comments Report BEO 2016
Study. Online Comments Report BEO 2016Study. Online Comments Report BEO 2016
Study. Online Comments Report BEO 2016
 
Resumen ejecutivo - Balance de Expresiones Online BEO 2016
Resumen ejecutivo - Balance de Expresiones Online BEO 2016Resumen ejecutivo - Balance de Expresiones Online BEO 2016
Resumen ejecutivo - Balance de Expresiones Online BEO 2016
 
Estudio. Balance de Expresiones Online 2016
Estudio. Balance de Expresiones Online 2016Estudio. Balance de Expresiones Online 2016
Estudio. Balance de Expresiones Online 2016
 
Lean Auditing
Lean AuditingLean Auditing
Lean Auditing
 
Lean Auditing
Lean Auditing Lean Auditing
Lean Auditing
 
Simultaneous Accounting: Intangible Value Assessment and Control in Integral ...
Simultaneous Accounting: Intangible Value Assessment and Control in Integral ...Simultaneous Accounting: Intangible Value Assessment and Control in Integral ...
Simultaneous Accounting: Intangible Value Assessment and Control in Integral ...
 
Contabilidad simultánea. Valoración y control de los intangibles en la gestió...
Contabilidad simultánea. Valoración y control de los intangibles en la gestió...Contabilidad simultánea. Valoración y control de los intangibles en la gestió...
Contabilidad simultánea. Valoración y control de los intangibles en la gestió...
 
Corporate Communication
Corporate CommunicationCorporate Communication
Corporate Communication
 
La comunicación corporativa en el marco actual
La comunicación corporativa en el marco actualLa comunicación corporativa en el marco actual
La comunicación corporativa en el marco actual
 
Reasons and Emotions that Guide Stakeholder's Decisions and Have an Impact on...
Reasons and Emotions that Guide Stakeholder's Decisions and Have an Impact on...Reasons and Emotions that Guide Stakeholder's Decisions and Have an Impact on...
Reasons and Emotions that Guide Stakeholder's Decisions and Have an Impact on...
 
Las razones y los sentimientos que rigen la mente de los stakeholders impacta...
Las razones y los sentimientos que rigen la mente de los stakeholders impacta...Las razones y los sentimientos que rigen la mente de los stakeholders impacta...
Las razones y los sentimientos que rigen la mente de los stakeholders impacta...
 
L15 Meaningful brands achieve better results
L15 Meaningful brands achieve better resultsL15 Meaningful brands achieve better results
L15 Meaningful brands achieve better results
 
Marcas que destacan más y obtienen mejores resultados
Marcas que destacan más y obtienen mejores resultadosMarcas que destacan más y obtienen mejores resultados
Marcas que destacan más y obtienen mejores resultados
 
Por un liderazgo basado en valores y en la calidad humana: cuando ética y efi...
Por un liderazgo basado en valores y en la calidad humana: cuando ética y efi...Por un liderazgo basado en valores y en la calidad humana: cuando ética y efi...
Por un liderazgo basado en valores y en la calidad humana: cuando ética y efi...
 
The Alignment Factor - Cees B. M. Van Riel
The Alignment Factor - Cees B. M. Van RielThe Alignment Factor - Cees B. M. Van Riel
The Alignment Factor - Cees B. M. Van Riel
 
why are brands able to transform organization
 why are brands able to transform organization why are brands able to transform organization
why are brands able to transform organization
 
Las marcas tienen el poder de cambiar las organizaciones
Las marcas tienen el poder de cambiar las organizacionesLas marcas tienen el poder de cambiar las organizaciones
Las marcas tienen el poder de cambiar las organizaciones
 

Kürzlich hochgeladen

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 

Kürzlich hochgeladen (20)

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 

Mission, vision and values of the company the centre of a good CSR praxis

  • 1. Insights Strategy Documents I07/2011 Public Affairs Mission, vision and values of the company: the centre of a good CSR praxis What is the purpose of the self-declaration made by a company, the elements which make up and make sense of its identity in relation to Corporate Social Responsibility? CSR should be based and rooted in the organizational culture of the company, because there is no single way to understand or practice it. What should exist is a coherent and holistic of action for correct and efficient decision making vision of Corporate Social Responsibility and its in relation to interest groups, in the management of integration in the activity, the business of the a good relationship with them and of a joint process company. In fact, the socially responsible focus of value generation, as Michael Porter has recently should be included in the company’s corporate stated in his article “Creating Shared Value”, statement, both in its vision and in its mission published in the Harvard Business Review. and values, which give and confer meaning and purpose as an organization. Drawing up the CSR mission There are two aspects, two dimensions of the CSR On the one hand, there must be a specific and mission: singular CSR statement of vision, mission and values in the company, which is the focus that corresponds 1. Internal: needs that are satisfied to the company’s style. But on the other hand, as we from those which, in turn, satisfy said, there must exist an integration, as well as an others’ needs (external mission). alignment, of the CSR focus within the corporate 2. External: people’s needs which are mission, vision and values. solved: the principal contribution to society and ‘raison d’être’. A vision (a clear perception of what the company wants to achieve in the medium and long run), What attributes must a good mission statement have? without a mission (direction or objective) and values (tools to achieve it) is nothing other than a • Authentic. declaration of good intentions, but a mission without • Simple. a vision and values is a lack of a sense of proportion, according to Antonio Argandona, professor of • Easy. Economics and Director of the CSR and Corporate • Brave. Governance chair at IESE Business School. • Stimulating. • Feasible. CSR must also make itself explicit in a series of promises and public commitments which must not • Inspiring. be broken or forgotten, because it means a framework • Convincing.
  • 2. Mission, vision • Credible. constant in the company, especially as they expect and values of the that these principles are the ones that guide the company: the centre • Ambitious. of a good CSR praxis actions and behaviors of their employees with the airline’s clients. It is also necessary to personalize and apply the mission to each of the stakeholders. A good This North American airline company understands example of this is Southwest Airlines, a great case that the best way to achieve a responsible behavior inspired by the spirit which encourages Corporate from its employees towards its clients and society in Social Responsibility, especially in the labor and general is behaving in the same manner with them, environmental sphere. anticipating itself and creating the necessary mood and environment to achieve this, aligning precisely This was the only company which grew after the the internal mission with the external one. 9/11 terrorist attacks, even though it was a low cost company centered on domestic passenger flights, as Another good example along these lines is that of were the three flights hijacked that day. In 2006, Starbucks, whose mission is “to inspire and nurture the company obtained, from domestic operations the human spirit – one person, one cup and one only, the record number of passengers in the entire neighborhood at a time.” Starbucks represents the US, compared to any other competing airline and commitment of a company, from its own corporate including international flights in this case. statement to its last operation, with the community in which it operates, the environment in which it ‘CSR must also make itself develops and the talent on which it relies to achieve explicit in a series of it (respect and diversity). promises and public Starbucks: Mission and principles commitments which must not be broken or forgotten Our mission by the company.’ To inspire and nurture the human spirit person to person, cup to cup and community to community. The company’s mission is “dedication to the These are the principles that guide our daily work: highest quality of Customer Service delivered with a sense of warmth, friendliness, individual Our coffee Our stores pride, and company spirit.” But the company adds Partner Links Partners Our community in its Mission statement a specific reference to its talent management policy and its concern for its Our customers Our shareholders employees when it states that it offers “a stable work environment with equal opportunity for learning and personal growth.” Source: Starbucks Coffee Company, 2011. Southwest understands that creativity and innovation are two key factors for the growth A shared mission and efficiency of the company and for this reason There are different ‘owners’ of the mission it is responsibly committed to a policy of human within a company, but a mission fails when it is capital in which concern, respect and care are a badly drawn up, defined or applied, or it is not necessarily shared by the entire organization and, especially, by its management team. In many Southwest: Commitment to customer care cases, the incoherency between the mission and business practice has to do with the way in which Our mission objectives are set, often without considering the ethical dimension or the style of internal The mission of Southwest Airlines is dedication to the most high quality of service delivered to the customer leadership, led by the CEO. with a feeling of warmth, individual pride and friendship through of entrepreneurship. The mission can be a tool for public relations or a framework for decision making, according to Professor Argandona, two visions which are certainly divergent, if not opposed: it inspires internal politics and procedures, it recognizes and confirms identity and values, and trains managers and employees in their relationship with other stakeholders, apart from stimulating the motivation to allow self-regulation and internal Source: Southwest Airlines, 2011. control systems. Insights 2
  • 3. Mission, vision Within the origin of the mission lie the ideals of the individual in the company (hence the importance and values of the founder or founders of the organization, and later of the selection and direction of talent through company: the centre of a good CSR praxis of the management team, but in its development values, as proposed Simon Dolan, professor at it is fundamental to establish a process of open ESADE Business School). But a company can also dialogue to enable its continuous improvement change or suffocate personal values which can in its application. For this reason, only when the adjust, sometimes, to a greater extent than those of company as a whole realizes how much the mission the organization itself, to CSR standards, which we can and does contribute, is when all can share it. see as more responsible. ‘Organizational values Furthermore, values must be defined around the mission analyzing at the same time real values, must be coherent, not experienced within the company, day to day, by way contradictory, with the of a yardstick that never misleads nor fail in this task: decision making and prioritization of issues, personal values of each the facts. individual in the company.’ Finally, virtues allow one to live in accordance with values, but self-commitment, the true capacity to act, And to achieve this shared mission the role of and its stimulation or advocacy become key in this communications is especially relevant, in order to process. Virtues push, they support the experience give a clear idea to everyone, but also to explain of values. That is why permanent examples of to each one what the company expects from internal coherence with values are necessary, as well them, what they must do and, finally and no less as a solid pride of ownership which reinforces and important, to give them autonomy, responsibility, reaffirms them. and empower them. One of the more efficient ways to make a mission Conclusions: a change of values for CSR operative, in line with what Professor Pablo Cardona Values in a company are changed by decision, at IESE has posed, is to ensure that it is consistent, education, but also by reflection and meditation that it is aligned to: on behavior itself and its consequences, which on certain occasions leads to the conversion of these • The strategy. through the acquisition of new habits, always contrary to comfort or satisfaction itself. • The operations. • The policies. In the end, a realistic exercise is necessary to define • The procedures. the company’s mission correctly in agreement with • The structures. the vision and the values, as well as coordinating it with the specific mission of CSR and its needs and requirements. And the shared mission is expressed in different levels of the organization and must be reflected in the scorecard, translated into concrete and measureable results, combining it with specific objectives. The function of values in organizational change Values are ideas (they do not need an origin) and beliefs (as a function of a cultural context) – they are not emotions or feelings, tastes or preferences – of the desirable behavior of people who guide the election or evaluation of alternatives which, in the end, rule behavior. Hence its relevance to the debate surrounding CSR and its implementation in organizations. Personal values exist, but so do organizational, collective values which do not represent the mere sum of the personal ones, but those which belong to an entire company and which have value in themselves to be appreciated, considered important, good, positive and even attractive. Organizational values must be coherent, not contradictory, with the personal values of each Insights 3
  • 4. ©2011, Corporate Excellence - Centre for Reputation Leadership Business foundation created by large companies to professionalize the management of intangible assets and contribute to the development of strong brands, with good reputation and able to compete in the global market. Its mission is to be the driver which leads and consolidates the professional management of reputation as a strategic resource that guides and creates value for companies throughout the world. Legal Notice This document is property of the Corporate Excellence - Centre for Reputation Leadership and has as its objective to share business knowledge about Brand, Reputation, Communication and Public Affairs Management. This document is directed exclusively towards its addressee and contains confidential information, subject to professional secrecy, whose disclosure, copy or non-authorized use is against the Law. If you receive this document by mistake, let us know immediately and erase it without keeping a copy. Corporate Excellence - Centre for Reputation Leadership is the owner of all the intellectual property rights of the images, texts, designs and any other content or elements of this product and has the necessary permission for its use, and therefore, its copy, distribution, public release or transformation is prohibited, without express authorization from the owner.