'Change Management in European Enterprises'

International Meeting Athens, September 14, 2007

Michael Spanos Managing Partner

michael.spanos@eurocharity.org www.eurocharity.org

An Introduction to An Introduction to

Corporate Social ResponsibilityCorporate Social Responsibility

(CSR)(CSR)

Business EnvironmentBusiness Environment

Enterprise

Employees

Shareholders

Customers

Providers

Consumers

Partners

Investors

AnalystsLocal Community

Local Authorities

Government

NGOs

Regulators

Academia

Media

Market Issues & TrendsMarket Issues & Trends

1. Climate change

2. Responsible consumers

3. Corporate accountability

4. Socially responsible investments (SRI)

5. Business ethics

6. Supply chain principles

7. Moral values

8. Socially responsible entrepreneurship

Definition of CSRDefinition of CSR

Corporate social responsibility (CSR) is a concept

whereby companies integrate social and

environmental concerns in their business operations

and in their interaction with their stakeholders on a

voluntary basis.

Source: COMMISSION OF THE EUROPEAN COMMUNITIES, Brussels, 22.3.2006, COM(2006) 136 final, COMMUNICATION FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL AND THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE: IMPLEMENTING THE PARTNERSHIP FOR GROWTH AND JOBS: MAKING EUROPE A POLE OF EXCELLENCE ON CORPORATE SOCIAL RESPONSIBILITY

CSR TerminologyCSR Terminology

1. Corporate Social Responsibility

2. Corporate Responsibility

3. Corporate Accountability

4. Corporate Citizenship

5. Sustainable Development

6. Sustainability

7. Business Excellence

8. Corporate Governance

CSR in practiceCSR in practice

1. To treat employees fairly and equitably

2. To operate ethically and with integrity

3. To respect human rights

4. To sustain the environment for future generations

5. To be a caring neighbour in local communities

6. To have the appropriate structure and policies in place to interact responsibly with stakeholders

7. To monitor, evaluate and report the company's level of responsibility

CSR BenefitsCSR Benefits

1. Good reputation makes personnel recruitment easier .

2. Employees stay longer, reducing the costs and disruption of recruitment and retraining.

3. Employees are better motivated and more productive.

4. CSR helps ensure you comply with regulatory requirements.

5. Activities such as involvement with the local community are ideal opportunities to generate positive press coverage.

6. Good relationships with local authorities make doing business easier.

7. Understanding the wider impact of your business can help you think up profitable new products and services.

8. CSR can make you more competitive, and reduces the risk of sudden damage to your reputation (and sales). Investors recognise this, and are more willing to finance you.

9. CSR can help manage risk.

CSR InitiativesCSR Initiatives

1. Awareness raising, awards and ethical initiatives

2. Exchange of knowledge: best practices, networks, pilot projects

3. Standardisation and certification

4. Innovative partnerships, NGOs - public/private

5. Reporting (external) and communication

6. Ethical trade initiatives (fair trade)

7. Financial sector involvement and financial incentives

CSR CommunicationsCSR Communications

A new management discipline which integrates marketing, PR, and communications around Corporate Social Responsibility and stakeholder engagement. This includes:

1. Cause marketing (also referred to as Cause-related marketing)

2. Social Marketing

3. Corporate Reputation Management

4. CSR and Sustainability Reporting

5. Stakeholder engagement

CSR CommunicationsCSR Communications

1. Transparency

2. Confidentiality

3. Competition

4. Legal implications

5. Cultural and social dimensions

Implications:

1. Market niche

2. Market acceptance & credibility

3. Financial results

Selection of: • receivers• media

European Commission & CSREuropean Commission & CSR

The Commission’s strategy focuses on the following areas:

1. Increasing knowledge about the positive impact of CSR on business and societies in Europe and abroad, in particular in developing countries;

2. Developing the exchange of experience and good practice on CSR between enterprises;

3. Promoting the development of CSR management skills;

4. Fostering CSR among SMEs;

5. Facilitating convergence and transparency of CSR practices and tools;

6. Launching a Multi-Stakeholder Forum on CSR at EU level;

7. Integrating CSR into Community policies.

“It takes twenty years to build a reputation and five minutes to ruin it”.

Warren Buffett

ReferencesReferences

1. COMMISSION OF THE EUROPEAN COMMUNITIES, INTRODUCTION TO CORPORATE SOCIAL RESPONSIBILITY FOR SMALL & MEDIUM-SIZED ENTERPRISES, DIRECTORATE-GENERAL FOR ENTERPRISE

2. COMMISSION OF THE EUROPEAN COMMUNITIES, IMPLEMENTING THE PARTNERSHIP FOR GROWTH AND JOBS: MAKING EUROPE A POLE OF EXCELLENCE ON CORPORATE SOCIAL RESPONSIBILITY

3. COMMISSION OF THE EUROPEAN COMMUNITIES, CORPORATE SOCIAL RESPONSIBILITY: A BUSINESS CONTRIBUTION TO SUSTAINABLE DEVELOPMENT

4. COMMISSION OF THE EUROPEAN COMMUNITIES, BRUSSELS, GREEN PAPER: PROMOTING A EUROPEAN FRAMEWORK FOR CORPORATE SOCIAL RESPONSIBILITY

5. EUROPEAN PARLIAMENT, REPORT ON CORPORATE SOCIAL RESPONSIBILITY: A NEW PARTNERSHIP

FOR MORE INFO PLEASE VISIT WWW.EUROCHARITY.ORG

EuroCharityCorporate Social Responsibility

Directory Greece

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