Corporate Social Responsibility! Success through responsibility

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Corporate Social Responsibility!Success through
responsibility

• Prof. Dr. B. Hekman
• Prof. Dr. U. Schaumann
• Prof. Dr. J. v. Kiedrowski

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Outline
1 Corporate Social Responsibility in SMEs
1.1 Kundenbindung, Image und CSR
1.1 Information related to the CSR Project
1.2 What is Corporate Social Responsibility?
1.3 Fields of action within CSR
1.4 Strategic Corporate Social Responsibility
2 Introduction of CSR at the own enterprise - SME
2.1 The four phases of CSR implementation
2.2 Communicating CSR
3 Further procedure
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Concerning the course of the projectCorporate
Social Responsibility for SMEs

• Workshop Part 1
• Presentation event
• 29.06 - 30.06
• Introduction to the
• topic CSR
• Preparing the own
• CSR project

• Workshop Part 2
• Working phase at the
• enterprise
• 01.07 - 30.08
• Planning and
• implementing the
• own CSR project

• Workshop Part 3
• Presentation event
• 31.08 - 01.09
• Feedback and
• contemplation of
• the own CSR
• project

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Training objectives Workshop (WS) Part 1

• Workshop Part 1
• What is Corporate Social Responsibility?
• What fields of activity are there in CSR?
• What is understood by the strategic CSR?
• How can I introduce strategic CSR at the
  enterprise?
• Workshop Part 2
• How should I implement the strategic CSR at the
  own enterprise?
• Workshop Part 3
• What experience have I gathered by the
  introduction of CSR?
• What experiences have the remaining WS
  participants made?
• What must I consider by my future CSR activities?
  

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What is CSR? Several case studies

• CSR by Budnikowsky GmbH Co.KG
• http//www.unternehmen-fuer-die-region.de/materia
  lien/filme/budnikowsky-gmbh-cokg.html

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Fields of activity of CSR

• CSR/Responsible Company Management is manageable
  through consideration and formation of four
  different fields of activity
• The starting points, topics and entry
  opportunities are different for each enterprise,
  there is no single path

Market
Environment
Workplace
Community

• Product quality
• Product information
• Consumer protection
• Excluded customer
• segments
• Suppliers Purchasing
• Fair dealing with
• business partners
• ...

• Climate protection
• Resource consumption
• Renewable energies
• Environmental burden
• at the site
• Environmental
• consciousness of
• employees
• Environmental
• management

• Compatibility of
• family profession
• Further training
• qualification
• Equal opportunities
• diversity
• Working safety
• Employee participation

• Company donations
• Sponsoring
• Award of contract to
• social organizations
• Foundations
• Voluntary engagement
• of employees

Economy
Ecology
Sociology
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Why CSR? Strategic goals and demands of the
stakeholders
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Why CSR Economic benefit of the CSR engagement
(self-evaluation of surveyed companies)
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Training task 1
What special (!) social responsibility have you
already practiced as a company in one or several
CSR fields of activity?
What experiences have you gained thereby?
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(No Transcript)
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Strategic aspects of CSRdifferent forms

• Key question How should a company behave
  specifically to give effective and efficient
  utterance to its social responsibility?
• Answer according to the economic analysis In
  order not to have to evaluate the effectiveness
  and efficiency of every imaginable CSR mode of
  behaviour again and again it is significantly
  more reasonable to look up if the possible CSR
  behaviour of the enterprise
• a) may be integrated in the existing business
  model
• and
• b) may be expressed rather as reactive or rather
  as proactive CSR behaviour.
• Proceeding from these considerations one can
  prepare a Four Field Matrix for the
  systematization of different arts of CSR.
• Thereby every CSR activity can be principally
  planned and also checked for ist economic benefit!

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Focus Strategic aspects of CSR Four Field Matrix
strategic in the broader sense
not strategic
proactive
altruistic CSR
strategic CSR in the proper sense
Behaviour of the company
reactive/ tactical CSR
ethic CSR
reactive
Integration in the business model
low
high
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Strategic aspects of CSRnot strategic CSR
approaches

• ethic CSR
• indicates the social responsibility of the
  company in respect to so called stakeholders who
  it can potentially damage through its
  entrepreneurial activity (physically, mentally,
  economically, spiritually and emotionally).
• ethic CSR is regarded as an obligation or as a
  social standard for the enterprise also if the
  profitability of enterprises is limited
• actions are justified by the social contract
  which the enterprise as an institution has
  implicitly concluded with society
• in practice the ethic CSR is hardly or not firmly
  integrated in the business model of the
  enterprise
• altruistic CSR
• indicates activities which the enterprise
  performs beyond social norms as Good Corporate
  Citizen.
• activities which are not required per se by
  society corresponding to an ethic norm
• in practice this approach is hardly or not firmly
  integrated in the business model of the enterprise

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Strategic aspects of CSR strategic CSR approaches

• reactive tactical CSR
• available when specific CSR activities with the
  direct relation to the value chain and to the
  competitive environment are implemented only
  after misconduct or under pressure from
  stakeholders
• proactive strategic CSR
• integral component of differentiation strategies
  at the level of business area or enterprise
• is not evaluated as a cost position but a
  long-term investment
• thesis enterprises which get involved socially
  are rewarded by the market through increased
  demand
• beside benefits for the society there is also the
  chance for the increase of effectiveness and
  efficiency
• through the incentive of profit for the
  enterprise it can lead to additional prosperity
  of society
• ? Sustainability marketing

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Strategic aspects of CSRInterim conclusion

• an unimaginable variety of possible activities in
  order to give utterance to social responsibility
• choosing and performing CSR activities often fall
  in the area of responsibility of enterprise
  communications
• CSR activities are only rarely linked to business
  processes by the organizational distance to the
  actual services related thereto
• it contradicts to the requirement for integration
  of social, ecological and economic target
  dimensions of strategic CSR
• in order to achieve strategic CSR choosing CSR
  activities on the basis of the own value chain

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Training task 2
Can the CSR activities named by you be located in
a value chain?
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Training task 2 Value chain
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Outline
1 Corporate Social Responsibility in SMEs
1.1 Kundenbindung, Image und CSR
1.1 Information related to the CSR project
1.2 What is Corporate Social Responsibility?
1.3 Fields of action within CSR
1.4 Strategic Corporate Social Responsibility
2 Introduction of CSR at the own enterprise - SME
2.1 The four phases of CSR implementation
2.2 Communicating CSR
3 Further procedure
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Introduction of CSR at the own enterprise

• Where are we standing today, what are we doing
  already?
• What do our competitors do?
• What does strategic CSR mean to us?
• What is our main business, what are our strong
  points?
• What can we distinguish ourselves with?
• Where is the connection to own company
  activities?
• What are legitimate interests of external
  players?
• What could interest our stakeholders?
• ...
• What employees should be involved?
• Who bears responsibility and what is it?
• How are other employees informed and involved?
• What are the definite goals which we want to
  achieve measurably?
• In what time period do we want to achieve them?
• ...

• 1. to orientate oneself, to understand CSR, to
  develop engagagement
• determination of CSR location
• definition of strategic CSR
• deduction of CSR objectives and measures
  internally and externally

• 2. Implementing CSR activities
• forming working team
• concretizing CSR measures

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Introduction of CSR at the own enterprise

• How does the corporate management signalize that
  it is a crucial topic for them?
• Was a CSR model, value explanations or a code of
  conduct developed?
• How are own actions communicated internally and
  externally?
• ...
• How are own objectives checked?
• Are customer (stakeholder) surveys performed?
• Is there press feedback?
• How does the optimization of objectives take
  place?
• How can we learn from other enterprises in
  networks?
• ...

• 3. anchoring CSR personally and structurally
• corporate management is represented
• involving and informing employees

• 4. checking CSR activities
• performing success checks
• striving for improvements

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Training task 3
Now plan your own CSR project with the help of
CSR introductory questions! Concentrate first of
all on one of the four fields of activity and
please locate your activities along the value
chain!
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Outline
1 Corporate Social Responsibility in SMEs
1.1 Kundenbindung, Image und CSR
1.1 Information related to the CSR project
1.2 What is Corporate Social Responsibility?
1.3 Fields of actions within CSR
1.4 Strategic Corporate Social Responsibility
2 Introduction of CSR at the own enterprise - SME
2.1 The four phases of CSR implementation
2.2 Communicating CSR
3 Further procedure
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CSR and the own enterprise communication

• Beside concentration on sales and customer
  relations the publicity effect of the enterprise
  and the relation to the stakeholders may not be
  neglected.
• Therefore public relations within the
  communication policy play a special role.
• CSR-oriented public relations include the active
  formation of communications relations between the
  enterprise and the social environment with the
  purpose of improvement of the company image.
• The underlying PR leitmotif is as follows Speak
  about what you do!
• Critical for the success is however the evidence
  of responsibility undertaken by the CSR through
  long-term reliable action.

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CSR and the own enterprise communication

• What do you want to achieve in the external
  impact?
• (Formulate a measurable objective)
• What CSR activities would you like to be
  described with?
• (See fields of actions/value chain)
• Who is your CSR message oriented at?
• (target groups, competition, suppliers, policy,
  community etc.)
• Who should communicate your CSR activities?
• (Media newspaper, radio, persons union,
  associations etc.)

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Training task 4
Please answer the previously discussed questions
related to CSR communication!
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Outline
1 Corporate Social Responsibility in SMEs
1.1 Kundenbindung, Image und CSR
1.1 Information related to the CSR project
1.2 What is Corporate Social Responsibility?
1.3 Fields of action within CSR
1.4 Strategic Corporate Social Responsibility
2 Introduction of CSR at the own entperise - SME
2.1 The four phases of CSR implementation
2.2 Communicating CSR
3 Further procedure
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Training task 5 Further procedure in the own CSR
project

• Company representatives
• By August 31
• Implementation of the own CSR project at the
  enterprise
• Documentation of the own CSR project (? Work
  manual)
• Presentation of the CSR project at the next
  workshop meeting
• Support by the Hamburg University of Corporate
  Education
• Consulting within the framework of the project
  supervision

• Students
• By August 31
• Implementation of the own CSR project at the
  enterprise
• Preparing practical reflections
• Documentation of the own CSR project (? Work
  manual)
• Presentation of the CSR project at the next
  workshop meeting
• Support by the Hamburg University of Corporate
  Education
• Consulting within the framework of PR

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Further procedure in the project

• Thank you very much!