Presentation CSR

Corporate Social Responsibility!
Success through responsibility
Prof. Dr. B. Hekman

Prof. Dr. U. Schaumann
Prof. Dr. J. v. Kiedrowski
Outline
1 Corporate Social Responsibility in SMEs
1.1 Information
Kundenbindung,
related
Image
to theund
CSR
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
Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann
Concerning the course of the project

Corporate Social Responsibility for SMEs
Workshop Part 1
Workshop Part 2
Workshop Part 3
Presentation event
Working phase at the

enterprise
Presentation event
29.06 - 30.06
Introduction to the
topic CSR
Preparing the own
CSR project
01.07 - 30.08
Planning and
implementing the
own CSR project
31.08 - 01.09
Feedback and
contemplation of
the own CSR
project
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?
What is CSR? Several case studies
CSR by Budnikowsky GmbH & Co.KG

http://www.unternehmen-fuer-die-region.de/materialien/filme/budnikowsky-gmbh-cokg.html
Corporate Social Responsibility (CSR) is often translated in Germany as

Responsible Company Management or Social Responsibility of Companies.
Under CSR the social, ecological and economic responsibility of enterprises in all
the areas of business activities is understood from the actual creation of value to
the exchange relationships with:
employees,
suppliers,
customers and the
community.
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
Climate protection
Product quality
Resource consumption
Product information
Renewable energies
Consumer protection
Environmental burden
Excluded customer
at the site
segments
Environmental
Suppliers & Purchasing
consciousness of
Fair dealing with
employees
business partners
Environmental
...
management

Economy
Ecology
Workplace
Community
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

Sociology
6
Why CSR? Strategic goals and demands

of the stakeholders
Why CSR Economic benefit of the CSR

engagement (self-evaluation of surveyed companies)
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?

Training task 1:
Orientation table for the identification of
own CSR activities
Market
Environment
Workplace
Community
What have we done

in CSR already?
Why are we doing this?
Where are our company

strengths in relation to
CSR activities actually?
What other CSR activities

could we do?
10
Strategic aspects of CSR

different 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!
11
Focus: Strategic aspects of CSR

Four Field Matrix
strategic in the
broader sense
altruistic
CSR
strategic
CSR in the
proper sense
ethic
CSR
reactive/
tactical CSR
reactive
Behaviour of the company
proactive
not strategic
low
Integration in the business model
high
12

not 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
13

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
14

Interim 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
15
Training task 2
Can the CSR activities named by you be

located in a value chain?
16
Training task 2
Value chain
17
Outline
1.1 Information
Kundenbindung,
related
Image
to theund
CSR
CSR
project
3 Further procedure
18
Introduction of CSR at the own enterprise
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
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?
...
19
Introduction of CSR at the own enterprise
3.
anchoring CSR personally and

structurally
corporate management is represented

involving and informing employees
4.
checking CSR activities

performing success checks
striving for improvements
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?
...
20
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!
21
Outline
1.1 Information
Kundenbindung,
related
Image
to theund
CSR
CSR
project
1.3 Fields of actions within CSR
3 Further procedure
22
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.
23
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.)
24
Training task 4
Please answer the previously discussed questions related to

CSR communication!
25
Outline
1.1 Information
Kundenbindung,
related
Image
to theund
CSR
CSR
project
2 Introduction of CSR at the own entperise - SME
3 Further procedure
26
Training task 5: Further procedure in the

own CSR project
Company representatives:
Students:
By August 31:
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
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
Support by the Hamburg University

of Corporate Education
Consulting within the framework of PR
27
Further procedure in the project
Thank you very much!
28

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Corporate Social Responsibility!

Success through responsibility

Prof. Dr. B. Hekman

Concerning the course of the project

Working phase at the

Training objectives Workshop (WS) Part 1

What is CSR? Several case studies

CSR by Budnikowsky GmbH & Co.KG

Corporate Social Responsibility (CSR) is often translated in Germany as

Fields of activity of CSR

CSR/Responsible Company Management is manageable through

Why CSR? Strategic goals and demands

Why CSR Economic benefit of the CSR

What special (!) social responsibility have you

What experiences have you gained thereby?

What have we done

Why are we doing this?

Where are our company

What other CSR activities

Strategic aspects of CSR

Key question: How should a company behave specifically to give

Answer according to the economic analysis: In order not to have to

Proceeding from these considerations one can prepare a Four Field

Focus: Strategic aspects of CSR

Behaviour of the company

Integration in the business model

Strategic aspects of CSR

Strategic aspects of CSR

Strategic aspects of CSR

an unimaginable variety of possible activities in order to give

choosing and performing CSR activities often fall in the area of

CSR activities are only rarely linked to business processes by the

it contradicts to the requirement for integration of social, ecological

in order to achieve strategic CSR choosing CSR activities on the basis

Can the CSR activities named by you be

Introduction of CSR at the own enterprise

understand CSR, to develop

determination of CSR location

2. Implementing CSR activities

forming working team

Where are we standing today, what are we doing

What employees should be involved?

Introduction of CSR at the own enterprise

anchoring CSR personally and

corporate management is represented

checking CSR activities

How does the corporate management

How are own objectives checked?

CSR and the own enterprise communication

Beside concentration on sales and customer relations the publicity

CSR and the own enterprise communication

What do you want to achieve in the external impact?

What CSR activities would you like to be described

Who is your CSR message oriented at?

Who should communicate your CSR activities?

Please answer the previously discussed questions related to

Training task 5: Further procedure in the

Implementation of the own CSR project at

Support by the Hamburg University

Consulting within the framework of the

Support by the Hamburg University

Consulting within the framework of PR

Further procedure in the project

Thank you very much!