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Topic 11. corporate social responsibility(CSR).1) Definition (attention! Two definitions )A corporation should be held accountable有责任的 for any ofits actions that affect people, their communities and theirenvironment (also known as their stakeholders利益相关者).It implies that negative business impacts on people and societyshould be acknowledged 公认承认and corrected if at all possible”A commitment by business to behave ethically伦理上andcontribute to economicdevelopment while improving thequalityoflife of the workforce劳动力 and their families as wellas of the localcommunity and society at large2) ExplanationWhy company should be socially responsible.(2 reasons)a) Altruistic无私心的 – the organization feels that it has a dutyto think about the needs of society not simply the need tomake a profitb) Pragmatic实用主义 – aspects of social responsibility,especially environmental policies, are opportunities to(1)increase awareness of the organization, new ordifferentiated products or practices and (2) ultimately最后，根本 to make more income for the organizationWhat CSR involves(4 points)a) your goods and services meet customers’ requirements, andare provided in a fair wayb) your employees are given responsibilities and opportunities towork with the organization in supporting community projectsc) the organization is involved in activities and programs thatsupport the development of the whole communityd) you involve all members of society by providing them withopportunities rather than marginalising them2. Stakeholders1) a person with an interest or concern in something. (e.g. somebodywho owns a company is a ‘stakeholder’; equally, somebody livingnear where a new airport is being built will be affected by it and istherefore a ‘stakeholder’)2) The various stakeholders study impacted on CSR (7 kinds alltogether)Customersa) want to know how products are made(are the processes usedethical?)b) what is included in the productc) a responsible organization will avoid using unethicalpractices to entice怂恿 potential customers to buy goods that are not appropriate to them.(e.g. selling somebody an expensive mobile phone service that they don’t need; fooling people into changing to another utility 实用的company without their consent同意赞成)Employeesa) increasingly, society considers the employment practices ofan organization before either(e.g. buying from them or working for that organization)b) many cases have been highlighted突出强调about unethicalworking practices. E.g. Nike for alleged所谓的，声称abuses of workers rights in Asia, Mexico & Pakistan.c) Some companies are know for having good employmentpolicies. E.g. Cadbury.Local communitiesa) Having a strong corporate image within their localcommunity is vital fro successb) Market-led companies try to be seen as a ‘good-neighbor’c) Actions include sponsorship赞助, charitable慈善事业eventetc.d) Example(topic11 p15)Governmenta) Governments will be influenced by pressure from societyb) Society is affected by, and often bears, the external 外部的costs fo organizationsc) Organizations need to recognize where socially unacceptablepractices should be reduced. (if not, they may be tightly regulated 管理管制by government)Intermediaries中介机构a) Including wholesalers批发商, retailers零售商and agents代理商b) They have similar concerns to employees and customersc) e.g. McDonalds(topic 11 p17)Suppliers 供应商a) Good suppliers are critical to successb) Organizations should be aware of the practices of theirsuppliers to ensure that they are also ethicalc) Taking into account the needs and views of suppliers is acombination of shrewd 精明的机灵的business sense andgood ethical practiced) E.g. (topic 11 p21,22)Financial communitya) Includes financial institutions and individuals that (1) Havesupported you (2) Are supporting you (3) May support you inthe futureb) Major companies put a lot of effort into convincing investors投资者 that they are a successful and responsible companyc) If they don’t like what you are doing, you cannot raise moneyfor investment3. example for CSRAmway 安利公司is one of the world's largest direct sales organizations with over 3 million Independent Business Owners (IBOs) in over 80 markets and territories 地区领土worldwide. It is a family-owned business with a strong emphasis重点强调 on family values. Its IBOs are often couples. Many of these are raising families. They therefore have a strong bond with children. These families are more than happy to partner with Amway, who, as part of its CSR strategy, works with UNICEF, the United Nations Children's Fund.As a family company, Amway is committed to playing a part in improving the lives of children in need across the globe. In this way, the company is able to show its commitment to the support of global causes.Amway defines a global cause as 'a social issue affecting many people around the world engaged in a struggle or plight that warrants a charitable response'.This case study shows how Amway is a business that does more than provide customers with good quality products. It shows the practical realities of Amway's global commitment and how it plays a key role in thecommunities in which it operates.。
