Download - Winning Strategies Part II
Winning Strategies Part II
Team B3:
Paula Urrego-RiverosDavid IbagonLydia Duro-EmanuelSabrina TsaiChi-Wen ShihNazish Leghari
Corporate Social Responsibility (CSR)
“The continuing commitment by 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”
Source: WBCSD, 1999
CSR in EFQM model
Enablers Results
Learning, Creativity and Innovation
Source: EFQM, 2010. P9
Different types of CSR
Economic responsibility. Legal responsibility. Ethical responsibility. Philanthropic responsibility.
Source: Carroll, A.B. (2000) Pp. 187-91
Evolution of CSR
Source: Halal, W.E. (2000) Pp. 10-16
Corporate Community Model
Source: Palazzi, M. & Starcher, G., (1997)
CSR Framework
Source: Castka, P., Bamber, C.J., Bamber, D.J. and Sharp, J.M. (2004)
CSR Advantages
Build a strong corporate reputation Contribute to overall business goals Attract and retain a motivated workforce Reduce operating costs Reduce regulatory oversight Support marketing objectives Build a strong community relationship Leverage current corporate social initiative efforts and
investments
Source: Alexander K. Nussbaum (2009)
Criticisms of CSR
Stifles primary purpose of the business. Favors the interest of the business over
legitimate concerns, demands and expectations of the society.
Too narrow in focus and does not address the key aspects of the business-society relationship today.
It’s failing to achieve its objectives due to poor approaches.
Blowfield M., Murray A. (2008), Pg. 340.
Different Views of CSR
Source: Mostovicz, I., et. al. (2009)
WaveRiders Goals
Increase market share in Europe by 40% in 5 years.
85% customer satisfaction in 5 years. Engagement of employees in 5 years. Engaging with the community. Reducing carbon footprint by 15%.
CSR Plans for Sustainability
Develop and Implement "Keeping the Seas Clean" Schools project ALL DEPARTMENTS £15.000Investment in community projects ALL DEPARTMENTS £15.000Devise and Launch "Less Paper Initiative" ALL DEPARTMENTS £1.700Devise and Launch "The BIG switch-off" ALL DEPARTMENTS £1.200
Engage with the community
Reduce Carbon footprint by 15%
YR 3 YR 4 YR 5STRATEGIC OBJECTIVES ACTIONS DEPARTMENT COST YR 1 YR 2
Here, Costs and Progress can be
monitored by a quarter by quarter basis or annual basis, depending ojn the type of review (Weekly, monthly, quarterly or annually)
Concepts of Ethics
WaveRiders GoalsIncrease
the market in Europe
Customer Satisfaction
Employee Engagement
Engage with the
community
Reduce Carbon
Footprint
Integrity X X X X X
Honesty X X X X X
Commitment X X X X X
Consistency X X X X X
Relation between goals and values for WaveRiders
Conclusions
CSR is an important element of excellent organizations.
The EFQM model provides a framework to embed CSR initiatives in an organization.
To improve continuously CSR should be reviewed.
References Blowfield M., Murray A. (2008) “ Corporate Responsibility: A Critical Introduction” New York:
Oxford University Press. Pages 340. Carroll, A.B. (2000), “The four faces of corporate citizenship”, in Richardson, J.E. (Ed.),
Business Ethics 00/01, Dushkin/McGraw-Hill, Guilford, CT, pp. 187-91 Castka, P., Bamber, C.J., Bamber, D.J. and Sharp, J.M. (2004), “Integrating corporate social
responsibility (CSR) into ISO management systems – in search of a feasible CSR management system framework”, The TQM Magazine, Vol. 16 No. 3, pp. 216-24
Galbreath, J. (2008). “Building Corporate social responsibility into strategy”, European Business Review, Vol21 No.2 pp109-127
Mostovicz, I., Kakabadse, N. and Kakabadse, A. (2009), "CSR: the role of leadership in driving ethical outcomes", CORPORATE GOVERNANCE, Emerald Group Publishing Limited, VOL. 9 NO. 4, pp. 448-460
Palazzi, M. & Starcher, G., 1997, CORPORATE SOCIAL RESPONSIBILITY AND BUSINESS SUCCESS
Thanaraksakul, W. and Phruksaphanrat, B. (2009), “Supplier Evaluation Framework Based on Balanced Scorecard with Integrated Corporate Social Responsibility Perspective “, Proceedings of the International MultiConference of Engineers and Computer Scientists, Vol.II, Hong Kong
Tonya R. Hargett and Marcia F. Williams (2009), Wilh. Wilhelmsen Shipping Company: moving from CSR tradition to CSR leadership, CORPORATE GOVERNANCE, Emerald Group Publishing Limited, VOL. 9 NO. 1, pp. 73-82
World Business Council for Sustainable Development (WBCSD) (1999), Corporate Social Responsibility, WBCSD, Geneva.
Appendix 1
Research European Markets Sales and MarketingResearch Pricing Structure, discounts, distribution Sales and MarketingResearch Product and Safety Specifications ProductionIdentify channels and distribution of sales Sales and MarketingMarketing and Campaigns Sales and MarketingComputerised Finance package for Finance department Finance £25.000
Invest in new Technology Finance and Production £150.000Research Customer Satsifaction opportunities Sales and MarketingDevise and Implement Customer Satisfaction Intiatives ALL DEPARTMENTSReorganise Finance and HR teams Finance and HRReorganise Leaisure sales team Sales Develop revised HR engagement strategy HRDevelop and Implement "Keeping the Seas Clean" Schools project ALL DEPARTMENTS £15.000Investment in community projects ALL DEPARTMENTS £15.000Devise and Launch "Less Paper Initiative" ALL DEPARTMENTS £1.700Devise and Launch "The BIG switch-off" ALL DEPARTMENTS £1.200
DEPARTMENT
Reduce Carbon footprint by 15%
£12.000
YR 5
£250.000
Develop and Increase market share in Europe to 40%
Improve on customer satisfaction to 85%
Engage Employees
Engage with the community
£50.000
YR 4YR 3YR 2YR 1COSTSTRATEGIC OBJECTIVES ACTIONS
Here, Costs and Progress can be monitored by a quarter by
quarter basis or annual basis, depending ojn the type of review (Weekly, monthly, quarterly or
annually)
Appendix 2. Implementation of CSR
Hoshin Kanri and CSR
CSR Goals
Leadership of Practicing CSR How leaders and organizational members understand
CSR; How leaders develop their personal CSR perspectives; How well-articulated and broadly implemented are CSR
values and strategies; What leadership practices are used to successfully
execute CSR strategy; and What challenges have been faced along the way and
how the organizations respond to those challenges.
Tonya R. Hargett and Marcia F. Williams (2009), Wilh. Wilhelmsen Shipping Company: moving from CSR tradition to CSR leadership, CORPORATE GOVERNANCE, Emerald Group Publishing Limited, VOL. 9 NO. 1, pp. 73-82