《企业道德和社会责任 Business Ethics and Social Responsibility》PPT教案模板

Thistemplateistheinternalstandardcoursewaretemplateoftheenterprise企业道德和社会责任BusinessEthicsandSocialResponsibilityWhatareStakeholders?Stakeholdersarethoseindividualsorgroupswhodependonanorganisationtofulfiltheirowngoalsandonwhom,inturn,theorganisationdepends(Johnsonetal2011).StakeholdersofaLargeOrganisationStakeholderExpectationsDecisionstakenbymanagersareinfluencedbystakeholders(CIM2010).Thisposesachallengeastherearemanydifferentstakeholderswithdifferent,perhapsconflicting,expectations.Managerswillneedtotakeaviewon:Whichstakeholdershavethegreatestinfluence.Whatstakeholderexpectationsdomanagersneedtopaymostattentionto.Towhatextenttheinfluenceandexpectationsofdifferentstakeholdersvary.EthicsEthicsisabranchofphilosophythatdealswithwhatisconsideredtoberightorwrong.Businessethicsaddresseswhatcanberegardedasmorallyrightandwronginthewaybusinessesmakedecisionsandconducttheiractivities(CraneandMatten2007).HowDoesBusinessEthicsRelatetoCorporateSocialResponsibility(CSR)?Anorganisation'scoreethicalvaluesandstandardsshouldunderpineverythingthatitdoesandthewayitsemployeesconducttheireverydaybusiness.Businessethicsisabout"doingthingsethically".Howanorganisationapproachesthesocialandenvironmentalimpactsofitsbusinessoperationsanditsvoluntarycontributiontothewellbeingoftheglobalandlocalcommunitiesinwhichitoperates,isoftenknownasCorporateSocialResponsibility(CSR);itisoftenabout"doingethicalthings".Cananorganisationberesponsiblewithoutaculturethatisbasedonethicalvaluessuchastrust,openness,respectandintegrity?WhatisCorporateSocialResponsibility?Corporatesocialresponsibility(CSR)isconcernedwiththewaysinwhichanorganisationexceedsitsminimumobligationstostakeholdersspecifiedthroughregulation(Johnsonetal2011).WhatisCSR?TheentiretyofCSRcanbediscernedfromthethreewordscontainedwithinitstitlephrase:‘corporate,’‘social,’and‘responsibility.’CSRcoverstheresponsibilitiescorporations(orotherfor-profitorganisations)havetothesocietieswithinwhichtheyarebasedandoperate.Morespecifically,CSRinvolvesabusinessidentifyingitsstakeholdergroupsandincorporatingtheirneedsandvalueswithinthestrategicandday-to-daydecision-makingprocess.Abusiness’‘society’withinwhichitoperates,definesthenumberofstakeholderstowhichtheorganisationhasa‘responsibility,’maybebroadornarrowdependingontheindustryinwhichthefirmoperatesanditsperspective.WhatBusinessAreasDoesCSRCover?Ethics-discretionaryactions.Strategicbrandmanagement-Brandbuilding,Brandinsurance.’Stakeholderrelations-Internal(employees)-External(suppliers,distributors,investors,NGOs,government,media,consumers).Crisismanagement.Communityengagement.CommunityRelations.Day-to-dayoperations-Environmentalsustainability,Workplaceissues.Moralrighteousness.ExternalPR/ad-Meetconsumerexpectations,Cause-relatedmarketing.Corporategovernance–transparency,socialauditsSRI(SustainableandResponsibleInvestment).Diversity.Legislationandlitigation.Culturalconflict.WhyisCSRrelevant?Whilstitaddressestheexpectationsofcustomersandshareholders/ownersitalsoaddressestheexpectationsoftheotherstakeholders:–Societyatlarge.–Community.–Theenvironment.–Interestgroups.KeyDriversinCSREnvironmentalconcerns.GlobalisationandconcernsforsustainabledevelopmentinLDCs.Importanceofglobalbrandsandcorporatereputations.KeyDriversinCSRChangingsocialexpectations-Consumersandsocietyingeneralexpectmorefromthecompanieswhoseproductstheybuy.Thissensehasincreasedinthelightofrecentcorporatescandals,whichreducedpublictrustofcorporations,andreducedpublicconfidenceintheabilityofregulatorybodiesandorganisationstocontrolcorporateexcess.Increasingaffluence-Thisistruewithindevelopednations,butalsoincomparisontodevelopingnations.Affluentconsumerscanaffordtopickandchoosetheproductstheybuy.Asocietyinneedofworkandinwardinvestmentislesslikelytoenforcestrictregulationsandpenaliseorganisationsthatmighttaketheirbusinessandmoneyelsewhere.Globalisation-Thegrowinginfluenceofthemediaseesany‘mistakes’bycompaniesbroughtimmediatelytotheattentionofthepublic.Inaddition,theInternetfuelscommunicationamonglike-mindedgroupsandconsumers—empoweringthemtospreadtheirmessage,whilegivingthemthemeanstoco-ordinatecollectiveaction(i.e.aproductboycott).WhyisCSRImportant?CSRisanimportantbusinessstrategybecause,whereverpossible,consumerswanttobuyproductsfromcompaniestheytrust;supplierswanttoformbusinesspartnershipswithcompaniestheycanrelyon;employeeswanttoworkforcompaniestheyrespect;andNGO’s,increasingly,wanttoworktogetherwithcompaniesseekingfeasiblesolutionsandinnovationsinareasofcommonconcern.“The21stcenturywillbethecenturyofthesocialsectororganisation.Themoreeconomy,money,andinformationbecomeglobal,themorecommunitywillmatter.”PeterF.Drucker,FounderoftheDruckerFoundationKeyIssueisSustainabilitySustainabilityissues–forthebenefitoftheglobalenvironmentandsociety(andsoorganisationalreputation).Sustainabilityissues–forthesurvivaloftheorganisation.KeyIssuesinSustainabilityPopulationpressure.Productionandconsumption.Globalisation.Globalwarmingandclimatechange.Ozonedepletion.Acidrain.Geneticengineering.Lossofhabitsandspeciesdiversity.ImpactonOrganisationsImportanceofassessingthetruesocial,ethicalandenvironmentalimpactofitsproducts/services.Higherprocorporate‘values.’Increasedimportanceofsustainabilityofbusinessandproduct/brandstrategies.Increasedsignificanceofotherstakeholderaudiencesforcommunications.Drawnintocorporategovernanceasguardiansofbrandreputation.–Crisismanagementandcontingencyplanning.CSR&CorporateBrandsBrandstodayareoneofthekeyfocalpointsofcorporatesuccess.Companiestrytoestablishpopularbrandsinconsumermindsbecauseitincreasesleverage,whichisdirectlyreflectedinsalesandrevenue.Allaspectsofacompany’soperationstodayfeedintohelpingbuildthecorporatebrand.Crucialishowabrandisperceivedbyallstakeholders(Fill2010).CSR&CorporateBrandsOrganisationshavebeenmakingincreasinguseofcorporatecommunicationsinordertomakeknowntheirattitudes,policiesandstrategiestowardstheircorporateresponsibilities.Thishasbeenpartlyasaresultofstrongerregulatoryandsocialpressuresfororganisationstobemoretransparent(Fill2010).CSR&CorporateBrandsPositivemarketing/brand-building–BPBP,witha$200millionre-brandingexercise,haseffectivelyre-positioneditselfasthemostenvironmentallysoundandsociallyresponsibleoftheextractioncompanies.ThecompanystandsinstarkcontrasttodaywithExxonMobilthatfaceson-goingNGOattacks,consumerboycotts,andactivist-ledlitigationbecauseofitsdecisiontofighttheenvironmentalmovement,anditsfailuretorecognisethewiderimportanceofCSRasacorporatestrategy.N.B.ThiswasuntiltheBPDeepwaterHorizonoilspillintheGulfofMexico2010.CSR&CorporateBrandsBrandinsurance–NIKENIKEhasemergedasoneofthemostprogressiveglobalcorporationsintermsofCSRbecauseithaslearnedfromitspastmistakesandattacksbyNGOs.AsoneofthefirstcorporationstohaveaVice-PresidentforCorporateResponsibilityandtopublishanannualCSRReport,thecompanyhasdonealottomitigatepublicopinion,establishitsbrandasrepresentativeofamuchmorecommittedcorporatecitizen,and‘insure’itselfagainstanyrepeatoftheconsumerboycottsitfacedinthemid-1990s.CSR&CorporateBrandsToa2006articleinBusinessWeekcalledNikeGoesGreen,thecompanyspentmillionsofdollarsthroughouta14yearperiodtoeliminateanenvironmentallyharmfulchemicalthatwasbeingusedintheheelofitsNikeAirlineofrunningshoes. Toquotethearticledirectly:“Nikeseestheeffortaspartofabroaderstrategytoembracesocialresponsibilitywithoutcompromisingprofitsorproductperformance.” Also,accordingtoanother2006articlecalledNike:Notjustdoingitforthemselves,NikepartneredwiththeUnitedNationsaswellasMicrosofttocreateaglobalawarenesscampaigncalledninemillion.org.Thiscampaignisaimedtoincreaseawarenessaboutyoungglobalrefugeesandraisemoneyforeducationandrefugeecamps.Anotherdirectquote:“Onceviewedmoreasasilofunction,managingrisksandreputation,corporateresponsibilityisincreasinglyembracedthroughoutasasourceofgrowthandinnovation.”Althoughthesearejusttwoquickexamples,theyareenoughtodemonstratethatNikehasseriouslyrespondedtotheharshcriticismitoncereceivedconcerningCSR.ItisimportanttopointoutthatNikechosetoremainrelativelyquietaboutthepositivechangesithasmadeintermsofitsstrategiesandinitiatives.Thisdisplaysadegreeofhumilitywithinthecompanyandtheintentionsfor“good”CSR.Onthatnote,IwouldalsoliketoaddthatIdidnotcomeacrossanyarticlesrelatingdirectlytotheissueofsweatshops…CSR&CorporateBrandsThereisagreatdealofinterestingmaterialonthesitethatcanbeusedtodiscusscorporateresponsibilityissues.Thewebsite,aswellasvariousfilmsandarchivedfilessuchas‘Snake,’demonstratesanumberofissuesaboutShell’sidentityandhowtheyaredevelopingtheirbrand.CSR&CorporateBrandsVisitIdentifywhatShellaretryingtosayabouttheiridentityandhowtheyaredevelopingtheirbrand.ExplorethevariouswaysinwhichShellcommunicatetheircorporatesocialresponsibilities.ConfirmtheperceivedimportancethatShellhaveattachedtotheircorporateresponsibilities.CSR&CorporateBrandsVisitIdentifywhateasyJetaretryingtosayabouttheiridentityandhowtheyaredevelopingtheirbrand.ExplorethevariouswaysinwhicheasyJetcommunicatetheircorporatesocialresponsibilities.ConfirmtheperceivedimportancethateasyJethaveattachedtotheircorporateresponsibilities.CSR&CorporateBrandsVisitIdentifywhatAsdaaretryingtosayabouttheiridentityandhowtheyaredevelopingtheirbrand.ExplorethevariouswaysinwhichAsdacommunicatetheircorporatesocialresponsibilities.ConfirmtheperceivedimportancethatAsdahaveattachedtotheircorporateresponsibilities.CSR&CorporateBrandsVisitIdentifywhatVirginAtlanticaretryingtosayabouttheiridentityandhowtheyaredevelopingtheirbrand.ExplorethevariouswaysinwhichVirginAtlanticcommunicatetheircorporatesocialresponsibilities.ConfirmtheperceivedimportancethatVirginAtlantichaveattachedtotheircorporateresponsibilities.StudentActivityExplorethesustainabilityandCSRissuesyourownorganisationsarefacing.Thefocalpointfordiscussionshouldbetheprocessofidentifyingrelevantissuesandtakingthemintoaccountwhenplanningandmanagingmarketingactivities.Specificquestionstoexploremightbe:Whatdoes‘sustainability’meaninthecontextofyourcompany?Howsignificantanissueisitforyourcompany?Whatarethesustainabilityissuesformarketingtoaddress?Howimportantiscorporatereputationtoyourcompany?Ifreputationisimportantinitsownright,howmightyourcompanyenhanceitsreputation?Whatethicalissuesorthreatsmighthaveanegativeimpactonyourcompany’sreputation?Howmightthecompanygoaboutpreparingacontingencyplantodealwithacrisis?Whatmightmarketing’sroleandcontributionbe?Whatmarketingactivitiesareneededfortheorganisationtohandletheissuesidentifiedabove?