Is your organizations’ bottom-line, impacted by ineffective communication of its Corporate Social Responsibility? Research indicates that the global business model, internal customers, and external customers are requiring organizations to act and respond in a moral manner that is beneficial to society. Corporate Social Responsibility (CSR) is “a concept that suggests commercial enterprises have a moral duty to care for their stakeholders in all aspects of their business operations” (Hargett & Williams, 2009). An organization 's CSR strategy conveys the way in which they intend to responsibly engage and protect society as a whole. The CSR strategy is multifaceted and requires a subtle equilibrium of communicating the strategy, participating …show more content…
Finally, the article will provide guidance and recommendations to effectively communicate, develop, and improve the CSR strategy. The recommendations will ultimately improve stakeholder relations and productivity.
Corporate Social Responsibility Strategy
Defined
In order to clearly understand the CSR strategy, we must define the meaning of CSR. The International Organization for Standardization (ISO) (2010) provides a comprehensive definition of CSR. It is described as "…the responsibility of an organization for the impacts of its decisions and activities on society and the environment, through transparent and ethical behavior that contributes to sustainable development…" (as cited in Hemphill, 2013, p. 306). This concept has become a way for businesses to communicate their efforts to be a responsible organization to its stakeholders and the communities that they serve. This leads us to take a closer look at why communicating your CSR strategy is so important. Podnar (2008) outlines communication of the CSR strategy as a process of anticipating stakeholder’s expectations and the articulating and managing of communication tools to deliver accurate and clear information about how an organization is integrating and interacting with its stakeholders (as cited in Kilian & Hennigs, 2014). The scriptures support the CSR strategy as a business practice, particularly that organizations should behave responsibly. Leviticus 25:14 (English Standard
The scale and nature of the benefits of CSR for an organization can vary depending on the nature of the enterprise, and are difficult to quantify, though there is a large body of literature exhorting business to
CSR is all about businesses understanding the effects that they have on the community/wider world. Businesses will use this impact in a positive way to
Every organized company worldwide should have among its structure, one planning and coordination division in which social and business goals are integrated. Corporate social responsibility (CSR) programs are necessary for commercial business as an element of risk management and represent an outstanding mechanism for the stakeholders to identify weaknesses when their own actions or others conduct in its operating environment generate social risk. (Kytle and Ruggie 2005).
Once the company have agree on the idea of CSR program, the company should do it in way that make connection between what a company can do for society, and how it will affect its business. When a company like Coca-Cola, for example, contributes $88 million annually in different CSR programs or when Microsoft donates almost $300 million annually to nongovernmental organizations around the world there have to be some good explanation on why they do this and how it help the company image and position in the world. Nike in the other had they realize after getting burned by bad publicity because of attack of negative press and large-scale protests from those who claimed its contract employees were paid low wages and working in dangerous conditions in overseas factories. They have to invest time and energy into their CSR programs to reduce the negative environmental impact.
Corporate Social Responsibility (CSR) is something that affects all companies and should be an active factor in the company’s decision making. It is something all corporations need to care about. CSR is when business’ or corporations take part in an initiative or campaign for a cause that will benefit society and/or in some way make the world a better place (Taylor, 2015). Initially, Corporate Social Responsibility started to take shape around the 1950’s, but some say that it dates all the way back to the 1800s, the idea of CSR was seen (Carroll, 2007). One may think that because it is dated so long ago, it doesn’t have an important impact today nevertheless, it is proven that Corporate Social Responsibility is a pathway for entities to self benefit as they are in the process of benefitting society.
Even though customers are a major key to success of any business, limiting CSR practices to an external group of stakeholder is insufficient. From the customers’ side, the focus is “on the corporate brand and its societal relationships with external constituencies.” (Lacey, Hensel 316). It is undeniable that implementation of CSR can attract the customers and lead them to be a significant are source of a financial gain. That is because CSR changes the way consumers behave in the market and alter their beliefs toward the company standards.” (Lacey, Hensel 316). Nevertheless, extensive focus on the social gains may cause the business to suffer financially. If that happened, the case is considered to be a failure of executing CSR. Again, this is a result of shifting all the business gears to benefit a sole group the stakeholders.
The benefit to business of good Corporate Social Responsibility is difficult to quantify as it varies depending on the nature of the enterprise. Some scholars believe that there is a business justification for CSR. That is, what is good for the environment and society will be good for company profitability. And studies have shown a slightly positive correlation between CSR and financial gain (Steiner and Steiner, 2006). However, as Freidmanism claims, the first responsibility of business is to make enough profit to cover the costs for the future. If this social responsibility is not met, no other responsibilities can be (Hargreaves, 2006). Therefore it is critical that CSR activities are included in strategy formulation and that the level of resources devoted to CSR is determined like any other strategy through cost/benefit analysis. Corporations will not throw money away they need to see it
CSR is entwined in the strategic planning process of many multinational organizations. The reasons behind social, human and environmental responsibility whether driven by ulterior motives, enlightened self-interest, or interests beyond the enterprise, is subjected to much debate.
Current approaches to CSR are fragmented and/or disconnected from business goals. Many firms still consider CSR as another generic public relations problem in which media campaigns and CSR reports are used to paint the company as a positive ethical, social and or environmental advocator and supporter. For example, the annual reports discuss a firm’s sensitivities to CSR issues, but completely lack the entire story and offer no further forward commitments from the firm. Further, the ratings and rankings measurements are self-appointed by the firm, not always accurate to validate the work and direct impact to what they are measuring, and the criteria base varies widely and weighed differently in the final scoring. Worst of all the data lacks impartial auditors for validating the data to ensure the ratings have been accurately met, and data is statistically significant and a good proxy for what it is supposed to reflect. This has resulted in reactive initiatives designed to appease vocal
CSR lacks universal methods. The United Nations Industrial Development Organization (UNIDO) mentions that it is important to draw a distinction between CSR as part of strategic business management concept and charity, sponsorships or philanthropy. The latter applications make valuable social impacts that enhance the reputations of the companies, however, CSR is a continual effort instead of an instance. A few features that CSR should focus on are: eco-efficiency, employee and community relations, environmental management, gender balance, responsible souring, anti-corruption, stakeholder engagement and human rights. Utilizing some of these key features a company can bring competitive advantages into the market place. Increased sales and profits from operational cost savings as well as improved reputation and brand image and customer loyalty can result from a well-defined CSR strategy.
CSR is become more important in this society. Business activities will influence the sustainable development and played a centre role in the sustainable development. Business should focus on the world trend and being responsible because it’s important to lead a business to success as “competitive conditions
THE CORPORATE SOCIAL RESPONSIBILITY (CSR) MOVEMENT has grown in recent years from a fringe activity by a few earnest companies, like The Body Shop, and Ben & Jerry’s, to a highly visible priority for
To assure how CSR can be implemented in corporate, some researchers uses a developmental platform to show changes in strategy , public awareness and posits the stages of CSR . In 2004 Jackson and Nelson takes more of a how-to-approach, offers a principle-based platform for mastering what they called the “upcoming rules of the game.”
Corporate Social Responsibility (CSR) is the intention of the companies to do the right things and act in certain ways that are good for the company, society and environment. CSR was accelerated in 1970 (Archie B, 2006) and took into account since there was a concern between the increased population and scarce resources. It was established in order to ensure that the global development is sustainable. There are three fundamental aspects of sustainability, economic progress, communities’ relationships and environmental protection. This essay will report the managerial skills, leadership style and management practises in leading and managing an organisation to promote better and greener environment. Considerable research has been undertaken on Toyota Motors Corporation.
The purpose of this report is to highlight the implementation of corporate social responsibility (CSR) in the company .CSR is the continuing commitment by business to contribute to economic development while improving the quality of life of the worker force and their families as well as of the community and society at the large .According to Nielsen’s Global Survey on corporate social responsibility(2014),shows that 55% of global online customers in 60 countries said that they can spend