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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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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?

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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.

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

Sociology
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Why CSR? Strategic goals and demands


of the stakeholders

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

Why CSR Economic benefit of the CSR


engagement (self-evaluation of surveyed companies)

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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?


Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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?

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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!

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

high
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Strategic aspects of CSR


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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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Strategic aspects of CSR


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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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Training task 2

Can the CSR activities named by you be


located in a value chain?

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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Training task 2
Value chain

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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

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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?
...

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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?
...

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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!

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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 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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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.

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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.)

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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Training task 4

Please answer the previously discussed questions related to


CSR communication!

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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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 entperise - 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

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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

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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Further procedure in the project

Thank you very much!

Prof. Dr. Bjrn Hekman, Prof. Dr. Joachim von Kiedrowski, Prof. Dr. Uwe Schaumann

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