Pob stage 1 seminar 9 sbd
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Transcript of Pob stage 1 seminar 9 sbd
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Seminar: The role of CSR and sustainability in your business
Topic Number: 9
Principles of Business
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Overview
Given the growing importance of CSR and sustainability, this seminar will look to understand the role these elements play in your business.
You are tasked with evaluating how your business can engage with each of the 4 perspectives of CSR. Thereafter, you will determine how you can tailor your business operations to develop a strategic CSR model.
Given the multitude of ways a business can engage in CSR you will highlight the different approaches your business can take from philanthropy to strategic CSR.
Finally, you will develop a set of benchmarks and key success factors to determine the impact of your CSR activities.
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Learning outcomes of this seminar
• Determine and describe how your business could engage with each of the 4 perspectives of CSR
• Critically evaluate your business model and tangibly re-engineer it to consider how you would implement strategic CSR
• Be able to explain the differences between philanthropy and strategic CSR
• Highlight a set of benchmarks and key success factors for a CSR initiative
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Agenda for this seminar
Re-engineer your business model to deliver strategic CSR
Explain the differences between philanthropy and strategic CSR highlighting what route your business would go down
Develop a set of benchmarks and KPIs for your CSR initiative
How can your business engage with each of the 4 perspectives of CSR?
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Structure for the session
You will have 15 minutes to
discuss each question
We will have a de-brief at the end of each 15 minutes to hear your thoughts on each area
Feel free to ask questions but please do not have separate conversations ‘we are all in
this together’!
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Need to raise the CSR Bar
If you look really really hard at impact and ask ourselves how many
corporate CSR programs and initiatives actually move the needle in a way that is noticeable and measurable… we
have very few examples where it can be
confidently asserted
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Business got itself a bad reputation
Source: IMDB, 2014
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Creating shared value
View video: https://www.youtube.com/watch?v=z2oS3zk8VA4
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Consider Corporate Social Value“Corporate policies and practices that enhance the competitiveness of the company while simultaneously advancing social and economic conditions in the community in which the company operates” Michael Porter
Source: Kramer & Porter, 2006
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Connection between competitive advantage and social issues
Source: Kramer & Porter, 2006
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How can your business engage with
each of the 4 perspectives of CSR?
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Lets understand where your business is today
Source: Emeraldinsight.com
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Determine where your business is at in each of the stages
Economic Legal
Ethical Discretionary
What does your business do/offer that
adds value to the stakeholders it touches?
e.g. sell healthy food that provides nutrition
to people
What is your companies legal obligations to your customers, employees and stakeholders? E.g. adherence to treating
customers fairly principles
What are the practices you deploy that are
ethically the right thing to do but not mandatory?
e.g. Fairtrade coffee
What activities do you do for the betterment of the community beyond the businesses own self-
interest?e.g. employee volunteering
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Applying your analysis to the 4 perspectives
Source: Bovee et al, 2013
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An example from Unilever
Source: Unilever, 2014
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Re-engineer your business model to
deliver strategic CSR
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Consider how you are going to re-engineer your current model: 4 stage process
Stage 1: Re-define operating practices and activities within the value chain
Source: Porters, 1985
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Consider all aspects of the value chain:A Case in Point Nike
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Step 2: Reconceiving products and value propositions to meet social needs
Product Price
Packaging Messaging
Source: Unilever, 2014
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Re-engineering a product
View video: https://www.youtube.com/watch?v=WC_H37Tuyb4&noredirect=1
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Step 3: Building Clusters in the community: Can’t do it alone
Consider Micro-insurance in rural India
Source: TATA-AIG, 2014
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Step 4: Focus on issues you can solve
Consider insurance: An example from Direct Line Group
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Explain the differences between
philanthropy and strategic CSR
highlighting what route your business
would go down
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An IBM Perspective
Source: IBM, 2014
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3 Models to consider
http://www.ecrc.org.eg/Uploads/documents/Articles_Philanthropy%20or%20CSR.pdf
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Philanthropy has a place
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Democratisation of Philanthropy
View video: http://www.ted.com/talks/katherine_fulton_you_are_the_future_of_philanthropy#t-161977
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Some questions to consider
What is the purpose of your
business?
What stage of business are you
at?
Are you in a position to
consider phil or SCSR?
Do you have a roadmap to
integrate these activities?
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Develop a set of benchmarks and KPIs for your CSR initiative
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A Unilever Approach to Benchmarking
Source: Unilever, 2014
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End of Seminar
Note: This recording is for your personal use only and not for further distribution or wider review.
© Pearson College 2013
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