social responsibility and stakeholder perspective dr. gordon liu
TRANSCRIPT
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Social Responsibility and Stakeholder Perspective
Dr. Gordon Liu
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Who are Stakeholders?
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Stakeholders
• A stakeholder in an organisation is any group or individual who can affect, or is affected by, the achievement of the organisation’s objective
• A corporation has the obligation not to violate the right of others
• Corporations are responsible for the effects of their actions on others
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Firms
Customers
Suppliers
Government
Competitors
Business Units
Employees
Functional Departments
NonprofitsCommunity
Interest Group
Shareholders
Creditors
Stakeholder Approaches: InternationalBusiness Perspective
Domestic Boundary
International Scope
Foreign Government
OverseasSubsidiaries
Foreign Competitors
Globe Community
International NGOs
Foreign Nonprofits
Overseas Employee
Group
Foreign Suppliers
International Consumes
International Activists
International Investors Foreign
Financial Community
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Why Stakeholders Matter
• Milton Friedman – Businesses should only be run in the interests of their owners
• Reasons why other groups also have a legitimate claim on the corporation– Legal perspective
• Legally binding contracts– Economic perspective
• Externalities• No contractual relations• Agency problem
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Stakeholder Theory• Stakeholder theorists view the organisation as a
collection of internal and external groups who have the legitimacy and power to affect the operation of organisation
• The major theme of stakeholder theory is to study an organisation’s behaviours towards identified stakeholders and its strategy to manage the relationship (both voluntary and involuntary) with them
• this concept can use to explain organisational behaviour because organisation, under stakeholder theorists’ impression, bounds to make managerial choices for its operation to meet its stakeholders’ demands for maintaining its legitimacy
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Organisational Legitimacy• Its central premise is that organisations—firms in
this context—can maintain their operations only to the extent that they have the support of the community.
• The expectations that society has with regard to how a firm or other institution should act are embedded in the social contract between firms and the relevant social group.
• The theory proposes that an organisation’s financial success and long-term survival will be threatened if society perceives that a firm has breached its social contract
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Descriptive Aspect of Theory• Used to describe, and sometimes to explain,
specific corporate characteristics and behaviour • This concept takes for granted that managers
should bear in mind of stakeholder interests about the behaviour of the organisation
• Organisation identity– Best understood as contested and negotiated through
iterative interactions between managers and stakeholders
– managers’ and stakeholders’ reflection on the meaning of organisational events, policies, and actions
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Instrumental Aspect of Theory• Used to identify the connections, or lack of
connections between stakeholder management and the achievement of traditional corporate objectives
• Attempts to explore the relationship between the performances of organisation in associate to its stakeholder management
• It can simply put as “if X, then Y”, where X is an instrument for achieving Y, this kind of cause and consequence relationship
• If firm contracts (through their manager) with their stakeholders on the basis of mutual trust and co-operation, they will have a competitive advantage over the firms that do not.
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Normative Aspect of Theory• Used to interpret the function of the
corporation, including the identification of moral or philosophical guidelines for the operation and management of a corporation.
• Can be considered as the forms of duty that managers are owed to the stakeholder: positive duties, duties to groups and duties to stakeholder equality.
• Legitimacy balancing stakeholders’ interests will make the organisation more morally appealing.
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What are Business Ethics?
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Business Ethics
• Business ethics covers the study of business situations, activities and decisions where issues of right and wrong are addressed
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Why are Business Ethics Important?
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This is important because….
• Power and influence of business in society• Potential to inflict harm• Increasing demands from stakeholders• Lack of business ethics education or training• Continued occurrence of ethical infractions• Evaluating different ways of managing
business ethics• Interesting and rewarding
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Globalisation and Business Ethics
• Culture issues• Legal issues • Accountability issues
Globalization can affect all stakeholders of the corporation
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Sustainability
• Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs
• Sustainability refers to the long-term maintenance of systems according to environmental, economic and social consideration
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Triple Bottom Line
• Bottom line thinking suggests sustainability as a goal
• Three dimensions– Environmental perspectives– Economics perspectives– Social perspectives
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What is a Corporation?
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Corporations
• A corporatation is essentially defined in terms of legal status and the ownership of assets
• Corporations are typically regarded as “artificial persons” in the eyes of the law
• Corporations are notionally “owned” by shareholders, but exist independently of them
• Managers and directors have a “fiduciary” responsibility to protect the investment of shareholders
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Can a Company Have Social
Responsibilities?
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Arguments….
• Milton Friedman 1970 classic article “The social responsibility of business is to increase its profits”
• Main arguments:– Only human beings have a moral responsibility for
their actions– It is managers’ responsibility to act solely in the
interests of shareholder– Social issues and problems are the proper
province of state rather than corporate manager
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Reasons….• Business reasons
– Extra and/or more satisfied customers– Employees may be more attracted/committed – Forestall legislation– Long-term investment which benefits corporation
• Moral reasons– Corporations cause social problems– Corporate should use their power and resources
responsibly– All corporate activities have social impacts of one sort
or another– Corporations rely on the contribution of a wide set of
stakeholders in society rather than just shareholders
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Pyramid of CSR
Philanthropic ResponsibilitiesPhilanthropic ResponsibilitiesBe a good corporate citizen.
Ethical ResponsibilitiesEthical ResponsibilitiesBe ethical.
Legal ResponsibilitiesLegal ResponsibilitiesObey the law.
Economic ResponsibilitiesEconomic ResponsibilitiesBe profitable.
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Corporate Responsibility
• Economic approach– The business case of CSR
• Managerial approach– Getting along with stakeholders
• Ethical approach– Doing the right thing
• Political approach– Being a good corporate citizen
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Why Citizenship?• Citizenship addresses issues of power and responsibility in
society– More commercial opportunities for corporations– Creation of new markets– Increase in cross border activities
• Wider debates on role of corporations in societal governance• Citizenship provides established and legitimate framework for
thinking about– Status– Entitlements– Process
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Accountability
• Corporate accountability refers to whether a corporation is answerable in some way for the consequences of its actions
• Firms have begun to take on the role of “political actors” – taken up many of the functions previous undertaken by government because:– Governmental failure– Increasing power and influence of corporations
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Issues
• Central question is who controls corporations and to whom are corporations accountable
• Transparency is the degree to which corporate decisions, polices, activities and impacts are acknowledged and made visible to relevant stakeholders
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Consumers and CSR
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Consumers as Stakeholders
• Commonplace argument that businesses are best served by treating their customers well
• Consumer rights rest upon the assumption that consumer dignity should be respected and that producers have a duty to treat consumers as ends in themselves, and not only as means to the ends of producer
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Ethical Issues in Marketing Management – Product policy
• At the most basic level, consumers have a right to products and services which are safe, efficacious, and fit for the purpose for which they are intended
• Manufacturers ought to exercise due care in establishing that all reasonable steps are taken to ensure that their products are free from defects and safe to use
• Consumers right to a safe products is not an unlimited right
• Safety also a function of the consumer and their actions and precautions
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Ethical Issues in Marketing Management – Marketing
Communication• Criticisms of advertising broken down into 2
levels– Individual Concerned with misleading or
deceptive practices that seek to create false beliefs about specific products or companies in the individual’s consumers’ mind
– Social concerned with the aggregate social and cultural impacts, such as promoting materialism
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Ethical Issues in Marketing Management - Pricing
• Pricing issues are central to the notion of a fair exchange between the two parties, and the right to a fair prices
• Fours types of pricing practices where ethical problems my arises:– Excessive pricing– Price fixing – Predatory pricing– Deceptive pricing
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Ethical Issues in Marketing Strategy
• Criticisms when there is a perceived violation of the consumers right to be treated fairly (duty of care)
• Targeting vulnerable customers• Vulnerable customers are:
– Lack sufficient education or information to use products safely or to fully understand the consequences of their action
– Are easily confused or manipulated due to old age and senility
– Are in exceptional physical or emotional need due to illness, bereavement, or some other unfortunate circumstance
– Lack the necessary income to competently maintain a reasonable quality of life for themselves and their dependents
– Are too young to make competent independent decision
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Cause-Related Marketing
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Cause-Related Marketing• Cause-Related Marketing is about using
marketing money, techniques and strategies to support worthwhile causes at the same time building the business.
• A company promotes its image, products and services in conjunction with a good cause, raising money for the cause at the same time:– Enhancing its reputation– Demonstrating its values, – Enlisting consumer loyalty and purchase of its own
products and services
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What is Cause-Related Marketing?
Corporation
Cause
Cause
Cause
Public Public Public
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Why corporations want to use
CRM? Motives?
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Motives
Sales Promotion, Voucher Donation
Sponsorship, Social Advertising
Volunteer, Community Service
Public Relation, Donation
Community Service, Facility
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What Types of CRM Do
Enterprise Tend to Use?
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Types
Fundraising, Sport, Art, Community Event
Sales Promotion, Give as You Earn, Voucher, Percentage Club
Licensing, Advertising, Public Relation
Volunteer, Product, Service, Facilities
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How do Enterprise Select
Causes?
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Selection
Marketing, International Expansion
Fitting, Improve Reputation
Relation to Business
Employee Involvement
Business Location
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Case Study: Retail Industry
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Class Exercise
Who are a retail store’s stakeholders?
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Retail Stakeholders
Firms
Customers
Suppliers
Regulatory Authorities
Competitors
NGOs
Employees
LandlordsActivist
Community
Interest Group
Shareholders
Creditors
Individual or households that purchase goods and service
One supplies , distributes or transports the retail products to the store
Contributes labour and expertise to an endeavor
One tries to persuade organization to change its behavior directly or indirectly, by raising the awareness on particular issue
Owner of real estate which rented or leased to the business
A group of interacting people and organizations live in a common environment or location
Direct and indirect opponents in business
a legally constituted organization created by private persons or organizations with no participation or representation of any government
Government agency that regulates an area of business activity by codifying and enforcing rules and regulations
One provides source of capital under the assumption the business will return principal and interest
Individuals or companies legally own part of business ownership
These groups represent the interest of their members and may have influence on particular issue
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Primary StakeholdersPrimary Stakeholders• Business stakeholders• One without whose continuing participation
the corporation cannot survive as a going concern
• Failure to retain the participation of a primary stakeholder group will result in the failure of that corporation system
• Typically are comprised of investors (shareholders and creditors), employees, customers and suppliers
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Retail Stakeholders
Firms
Customers
Suppliers
Regulatory Authorities
Competitors
NGOs
Employees
LandlordsActivist
Community
Interest Group
Shareholders
Creditors
Individual or households that purchase goods and service
One supplies , distributes or transports the retail products to the store
Contributes labour and expertise to an endeavor
Owner of real estate which rented or leased to the business
Direct and indirect opponents in business
One provides source of capital under the assumption the business will return principal and interest
Individuals or companies legally own part of business ownership
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Secondary Stakeholders• Public stakeholders• As those who influence of affect, or are
influenced or affected by, the corporation, but they are not engaged in transactions with the corporation and are not essential for its survival
• Political Stakeholders– Governments* (central or local), regulatory
authorities, political activists, NGOs and so on.• Social Stakeholders
– Community, charities, social activists and so on
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Retail Stakeholders
Firms
Customers
Suppliers
Regulatory Authorities
Competitors
NGOs
Employees
LandlordsActivist
Community
Interest Group
Shareholders
Creditors
One tries to persuade organization to change its behavior directly or indirectly, by raising the awareness on particular issue
A group of interacting people and organizations live in a common environment or location
a legally constituted organization created by private persons or organizations with no participation or representation of any government
Government agency that regulates an area of business activity by codifying and enforcing rules and regulations
These groups represent the interest of their members and may have influence on particular issue
Direct and indirect opponents in business
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Corporate Legitimacy
Stakeholders’ Expectation
ManagementStandpoint
Legitimacy Gap:•Lack of correspondence between how society believes an organization should act and how it is seen to act.•A legitimacy gap may appear when:
•A firm or the media discloses information about the firm that changes (for the worse) how society perceives it •Society’s expectations changes•A firm fails to show (through disclosure) how it is complying with society’s expectations.
Integrated Stakeholder
Strategy
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References
• Adkins, S. (1999), Cause Related Marketing: Who Cares Wins, London: Elsevier Ltd.
• Benioff, M. and Adler, C. (2007), The Business of Changing the World: 20 Great Leaders on Strategic Corporation Philanthropy, New York: McGraw-Hill
• Branson, R. (2008), Business Stripped Bare: Adventure of Global Entrepreneur, London: Virgin Books
• Crane, A. and Matten, D. (2004), Business Ethics: A European Perspective, Oxford: Oxford Press
• Wickham, P. A. (2006), Strategic Entrepreneurship 4th Ed., Harlow, Essex: Pearson Education