Professional Documents
Culture Documents
Who am I?
Denise Baden
E-mail: dab@soton.ac.uk
Tel:(02380) 598966 Room 4025 Management building (2)
Learning Objectives
Having successfully completed this unit you will be able to understand:
The changing nature of the business environment the relevance of stakeholder theory and the role and importance of CSR in 21st Century organisations. the changing role and expectations of business in society. how CSR is being practiced in various organisations.
Plan of Session
Sustainable Development
Cross-sector partnering What is happening now future trends Ian Gearing from National Grid how they are integrating CSR into their business practices
Philanthropic Responsibilities Be a good corporate citizen: contribute resources to the community; improve quality of life. Ethical Responsibilities Be Ethical, obligation to do what is right, just and fair. Avoid harm Legal Responsibilities: Obey the law: Law is societys codification of right & wrong. Play by the rules of the game. Economic Responsibilities Be Profitable
Legitimacy is a generalized perception or assumption that the actions of an entity are desirable, proper, or appropriate within some socially constructed system of norms, values, beliefs, and definitions (Suchman, 1995,)
Different countries have different perspectives
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CSR is part of a larger transformation in the relations between government, business and civil society
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Textile miles Food miles Excessive packaging Pollution Globalisation Deforestation Poverty Fairtrade / labelling Climate change Corruption
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27,312 miles in total
Textile miles Food miles Excessive packaging Pollution Globalisation Deforestation Poverty Fairtrade / labelling Climate change Corruption
The Independent (23/01/2007)
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MSC Napoli
(BBC News, 23/01/2007)
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Whose responsibility?
New rulers of the world (54 mins)
http://freedocumentaries.org/film.php?id=175 Pineapples: Luxury fruit at what price? (20 mins) http://www.guardian.co.uk/environment/video/2010/o ct/01/pineapple-trade-costa-rica The Dark Side of Chocolate (46 mins) http://www.cultureunplugged.com/documentary/watc h-online/festival/play/4809/The-Dark-Side-ofChocolate
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Whose responsibility
Sweatshops, hazardous working conditions, slave labour
Whose responsibility? Government? Business? Consumers? If business is it the local suppliers or the MNCs? What are the difficulties/arguments for assigning responsibility to a particular group? Discuss in your groups for a few minutes and be prepared to vote.
Question?
What is the purpose of business?
In your groups see if you can come up with a consensus.
How has this changed over time? How will it change? Who should business managers be responsible to?
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The Board
The Manager
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Discussion
What objections can you think of to the shareholder view of the firm?
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Counter-Arguments
Many challenge the supremacy given to shareholders rights
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Ghoshal (2006) challenges Friedmans assertion that managers job is to maximise shareholder value.
Shareholders have no ownership rights on the assets of the company, which are owned by the company itself as a legal person The notion of actual ownership of the company is simply not compatible with the responsibility avoidance of limited liability If value creation is achieved by combining the resources of both employees and shareholders, why should the value distribution favour only the latter?
Many theorists argue that employees should be treated as a value rather than a cost.
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A stakeholder in an organization is any group or individual who can affect or is affected by the achievement of the organizations objectives. (Edward Freeman, 1984).
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Stakeholder Model
Shareholders Customers Communities
The Board
Suppliers Other Managers
The Manager
Competitors
Employees Governments
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Stakeholder Management
Key tool for ethical management
The first step is a Stakeholder Analysis is to assess the Influence and Importance of each individual Stakeholder.
Influence is defined as the extent to which a stakeholder is able to affect the organisation. Influence is a measure of the power of the stakeholder. Importance/legitimacy is defined as the extent to which a stakeholders problems, needs and interests are affected by the organisations activities.
Primary Stakeholders are both important and influential, Secondary stakeholders are either important or influential.
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Class Exercise
In your groups, draw up a list of your companys stakeholders.
Distinguish between primary and secondary
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Many see CSR as being about a company taking responsibility for its externalities
externality of an economic transaction is an impact on a party that is not directly involved in the transaction. What are the some externalities?
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GROUP exercise
What are the externalities of your organisation?
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Figure 6.3
Table 6.1
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Group exercise
Each group should choose the organisation they are doing for their assignment and consider what the main social and environmental impacts of their business practices?
What are the positive impacts? What are the negative impacts? It may be helpful to list your organisations negative externalities, and who they impact.
Which stakeholders are negatively impacted, and how can you address these impacts?
How can you increase positive impact?
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Brand Value
Brand Value $71 million Book Value $14 million Market value $106 million
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Disclosures = Medium
Reputation Indexes = very high Social audits = high
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Some examples
Interface carpets video of Ray Anderson
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Changing the Game Leading corporations switch from defense to offense in solving global problems (2006) Kramer & Kania
argues that MNCs should go on offensive to tackle social problems and form partnerships with NGOs. Capitalising on convergence (2007) Austin et al. how businesses and NGOs are beginning to look alike.
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Pick a target partner organisation e.g. NGO Where is value added? Is it the same for both parties? For each of the 3 areas write down where value is created from each partners perspective:
Social value Environmental value
Commercial value
Some examples
Tesco Ireland introduce carbon labelling (Sept 2008) Speaking at the Environment Ireland Conference, Tesco CEO Tony Keohane said the labels would describe the carbon emissions involved in the entire life cycle of the product, including disposal.
The label on own-brand concentrated orange juice will explain that it took 260g of carbon dioxide equivalent per 250ml serving to make, compared to 360g for 100 per cent pure-squeezed orange juice. The label will explain that this is "because more energy is required to chill and transport 100 per cent pure juice than concentrated juice".
Detergent packaging will carry advice explaining that washing clothes at 30 degrees instead of 40 degrees can save 160g of CO2 per wash.
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Some examples
HP wins packaging challenge
HP introduced an innovative design for a model of its Pavilion Notebook that reduces product packaging by 97%, consequently cutting the number of trucks needed to deliver the computers by one-quarter. The new design replaces conventional protective shipping materials and boxes with a messenger bag made completely of recycled components, and was named the winner of Walmarts Home Entertainment Design Challenge.
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Some examples
Nokia earned the top ranking in Greenpeace Internationals newest edition of the Guide to Greener Electronics, released this week. Scoring 7 out of a perfect 10 points, the companys rise in the rankings was due mostly to its improved take-back programme for recycling electronics in India. Samsung followed with 5.3 points, scoring well on the guides criteria for tackling hazardous chemicals and e-waste.
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Some examples
Companies join Eco-Patent Commons Bosch, DuPont, and Xerox have joined the Eco-Patent Commons, an effort to put new technologies in the public domain sponsored by the World Business Council for Sustainable Development. Each company has pledge to publicly provide the patent for their environmentallyfriendly technologies, which include Xeroxs method for quickly removing hazardous waste from water and soil, DuPonts technology to convert non-recyclable plastics into fertilizer, and Boschs automotive technologies that reduce fuel consumption and emissions.
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Some examples
Asian carmakers behind on CO2 goals Overall, most car manufacturers are failing to live up to EU targets for improving fuel efficiency in the automotive industry, says a report from the European Federation for Transport and Environment. Several companies, however, like Germanys BMW, performed better than expected, lowering average fuel consumption of new cars by over 7%. Others, particularly Asian carmakers including Mazda, Nissan, and Suzuki lagged behind competitors, and will need to cut CO2 emissions by up to 25% to meet the EUs proposed goals by 2012.
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Some examples
Citis coal funding under fire Rainforest Action Network is plastering Citibank ATM machines with protest stickers to highlight the banks funding of coal-fired power plants. The environmental activists are using the stickers, which bear the slogan we fund global warming and show black smoke pouring from the two is in Citi, to deface the banks ATMs. The group is also targeting Bank of America.
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Some examples
IPADE, a local NGO, and Friends of the Earth Argentina have filed complaints with the governments of Argentina and the Netherlands against Shell saying it has violated the OECD Guidelines for Multinational Enterprises standards of responsible business conduct. The groups, backed by the National Environmental Authority of Argentina, say Shell has failed to provide environmental impact assessments, has withheld information about impacts and accidents, is extracting 18 million litres of water per hour from a local river without a permit, maintains undeclared high pressure petroleum containers, has visible petrol leaks and illegally stores toxic waste.
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Carbon Footprints
Carbon Footprints and advice:
Supply chain emissions focus of new project UK government initiative to analyze supplier emissions to help create more sustainable supply chains. Public government organizations are studying the carbon footprints within each of their supply chains.
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Carbon Trading
Overview of carbon trading
UK: Climate Change Bill, became law Carbon calculating software is coming on the market. Personal Carbon Trading Miliband plans carbon trading 'credit cards' for everyone
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Trend towards moving from CSR to sustainable development. Will carbon become the new currency? How far will the role of business in society change? Does the rise in CSR and SD mean just a fad or a new model for business? Will capitalism survive?
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Recent Defra Report raises doubts that the small steps approach will be sufficient: the widening gulf between the cumulative impact of these behavioural changes and the scale of the challenges we confront is openly acknowledged. Unfortunately, it is now beyond serious dispute that a proportional response to climate change will entail fundamental shifts in both policy and lifestyles in the very short term. (WWF)
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It is no use saying, We are doing our best. You have got to succeed in doing what is necessary. (Winston Churchill)
What would this mean for business?
Organisations are bequeathed with legitimacy to the extent in which their activities are congruent with the goals of the superordinate system (Parsons, 1960).
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Cradle to cradle:
seeks to create production techniques that waste free: all material inputs and outputs are seen either as technical or biological nutrients. Technical nutrients can be recycled or reused with no loss of quality and biological nutrients composted or consumed. By contrast cradle to grave refers to a company taking responsibility for the disposal of goods it has produced, but not necessarily putting products constituent components back into service. http://emf.s3.amazonaws.com/toolkit/The%20big%20idea.mp4
Ellen Macarthur introduces idea of the circular economy (8-9 mins)
Product stewardship
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Examples
http://www.youtube.com/watch?v=IPQ9x_Y2of4 Description of closed loop plus example of interface 6:15
http://www.youtube.com/watch?v=VO-oO7uULcc
William McDonough gives a must see presentation showing that if design is an indication of intention then we have only the worst of intentions for humanity, life and the planet. 9:55
http://www.youtube.com/watch?v=hDOHExtc7WY
Example of Nike using closed loop 5:23
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E.g. American Express tied its performance appraisal system directly to its values and codes of conduct e.g. employees rate their managers in terms of items like:
Treats others with respect is fair and objective Actively listens and incorporates input from others Acts with integrity Inspires the trust of the team, is reliable and consistent Talks openly and honestly
These ratings are used in promotion and compensation decisions, so hard to get ahead if you dont score highly In addition American express provides training for managers to gain these skills More informal methods also work well e.g. simple praise
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Solutions?
Read: Reward: Linking sustainability to pay, WBCSD, 2010 Sustainable remuneration: a guide for linking sustainable goals (BB/books)
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Reading List
Corporate Social Responsibility: Readings and Cases in a Global Context. Edited by Andrew Crane, Dirk Matten, Laura Spence. Routledge, 2008. In library under HD60 CRA
Blackboard lots of articles/links, relating to the course content. Read 2+ articles.
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Learning Log
How has the session on CSR affected your Personal objectives and career plan and aspirations?
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