5. Definition of CSR
⢠It is known as:
â Corporate Citizenship
â Corporate Responsibility
â Responsible Business
The voluntary actions that business can take, over
and above compliance with minimum legal
requirements, to address both its own competitive
interests and the interests of wider society. **
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** www.csr.gov.uk (UK Government)
6. Objectives of CSR
⢠Positive outcomes arise when business takes
up a CSR policy such as:
1. Company benefits
⢠Improve financial performance
⢠Enhanced brand image recognition and reputation
⢠Product safety and decrease liability
⢠Attract and retain employees
⢠Increased sales and customer loyalty
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7. Cont.
2. Community benefits
⢠Product safety and quality
⢠Corporate product safety and involvement
⢠Awareness
3. Environmental benefits
⢠Greater material recyclability
⢠Better product durability and functionality
⢠Environmental management standards
⢠Eco-labelling
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9. Issues of CSR
⢠âShared valueâ defines as policies and operating practices that
enhance the competitiveness of a company while
simultaneously advancing the economic and social conditions
in the communities in which it operates. **
⢠It has blurred the boundary between pure business activities
and CSR activities.
â âProject Shaktiâ project of Hindustan Unilever Limited (HUL) â
enhance the direct rural reach of the company and empowering
women.
â Whether research expenses will be considered as CSR spend as
âenvironmental sustainabilityâ is classified as CSR activities.
9** Asish K Bhattacharyya (2013)
11. Nike Inc.
⢠Global company (24th Jan 1964) â produces
footwear, clothing, equipment and accessory
products for the sports and athletic market.
⢠It is the largest seller of such garments in the world
â approximately 19,000 retail accounts in US and
around 140 countries around the world.
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12. Case: Harrasement & Abuse
⢠Workforce profile: 58% of them are young adults between 20 and 24 years
old, and 83% are women.
⢠In Indonesia, 30.2% of the workers had personally experienced, and 56.8%
had observed, verbal abuse.
⢠An average of 7.8% of workers reported receiving unwelcome sexual
comments, and 3.3% reported being physically abused.
⢠73.4% of workers are satisfied with their relationship with direct line
supervisors, 67.8% are satisfied with management although a subsequent
investigation has been made.
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** http://www.sourcewatch.org/index.php?title=Nike (February, 2012)
13. BP
⢠It is a Petroleum Industry Company.
⢠British Multinational oil and gas company
headquater in London, England.
⢠It was founded in 1909.
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14. Case: environmental pollution
⢠In 20th April 2010 â explosion at BPâs deep water rig in
the Gulf of Mexico.
⢠The chief executive, Tony Hayward make a mistake
after mistake while their crude continued to gush,
literally and figuratively.
⢠Although BP has fired Hayward, paid restitution,
enhanced its drilling standards and sponsored several
feel-good TV commercials, it failed to regain the trust it
supposedly covets.
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** Forbes Online (2012)
16. Recommendations
⢠International organizations
â Undertake further research and produce a CSR guidebook.
â Provide a resource for advice and training for government.
(e.g. Health and safety, labor issue, environment
protection)
â Establish a CSR Training institute â improve CSR
knowledge and skills.
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17. Cont.
⢠Governments
â Encourage accountability and reporting.
â Award schemes and the media to highlight companies
who leads on social and environmental issues.
â Ensure laws are obeyed by implementing regulations
and, encourage negotiated and voluntary agreements.
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18. Cont.
⢠Business Associations
â Be transparency/ Global Reporting Initiative.
â To create a common framework for voluntary reporting of
the economic, environmental and social impact of
organization-level activity.
â To appear more trustworthy and push up the standards
of other organizations at the same time.
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19. Conclusion
⢠Corporate social responsibility (CSR) can be looked at as
what a company doesn't do. As long as a business does not
anything unethical, it is being responsible to its internal and
external customers.
⢠It is an unethical for a socially responsible company, for
example,
â to mistreat the environment (emitting excessive pollution),
â does not engage in foggy financial practices (misrepresent its financial
position),
â does not misrepresent its products and,
â does not disrespect its employees and customers.
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