Busines

s Ethics
CSR - B

J. Oloba Z.
+256-785552288
Slide Outline

 CSR Research
Traditional View of
CSR
 Global Executives On Role Of Business
Which of the following statements best
describes the role that large corporations
should play in society?
Focus solely on
providing highest
possible returns
to investors while 16%
obeying all laws
and regulations

Generate high returns to

84% investors but balance with
contributing to the
broader public good

Source > Dec 2005 McKinsey Quarterly Survey of 4,238 global business executives
 What is the meaning of CSR?

Source: Fleishman Hillard/National Consumers League study, “Rethinking Corporate Social Responsibility”
Corporate level
• 64 % of companies claim, they know what
CSR is
– but many of them actually don’t

• 99 % think that CSR activities are beneficial

– but some of them only for PR purposes

• 84 % wants to broaden their CSR activities

– most active now: employee benefits, employee
education, transparency, ecology

Masaryk University: Faculty of

Economics & Administration
 Number of references in annual
reports
Environment protection
Quality of products and services
Enviroment protection strategy
Employee benefits

Sponzoring
Innovations towards customers
Employee safety
Philantrophy
Innovations towards resources
Awards
Partnerships
Strategy in social policies
Equal opportunities

Anti-corruption policies
Corporate voluntarism
Societal Views of Large Corporations

Around the world...

60-70%

t io ns
ecta
Exp

Trust

10-20%

Sources: GlobeScan, Wirthlin, Edelman

 Expectations are high for
Business
Companies “Held Completely Responsible for,” Average of 25 Countries
Expectations are high for
Business
• Success in tomorrow’s
markets means working with
stakeholders to understand,
predict, and shape our future
environment and ways of
living.
• Tackling important problems
together will require
teamwork and respect.”

Jeff Immelt
Current CEO,
General Electric
Socially Responsible Business Models
 CR Survey
• I am going to read a list of things some people
say should be part of the responsibilities of large
companies.
• For each one, please tell me to what extent you
think companies should be held responsible.
• In answering, please use a scale of 1 to 5, where;
– 1 is “Not held responsible,”
– 3 is “Held partially responsible,” and
– 5 is “Held completely responsible.”
– What about…?
Sources: GlobeScan, Wirthlin, Edelman
Sources: GlobeScan, Wirthlin, Edelman
15
To be more responsible….
Forms of CSR (%)

Ondrej Castek
castek@econ.muni.cz
 Supported areas

Sport

Social Care

Culture

Education

Environment

Health care

1 – Not at all, 2 – occasionally, 3 – significantly and systematically

Ondrej Castek
castek@econ.muni.cz
Importance of stakeholders (1 – lowest, 5 –
highest)

Ondrej Castek
castek@econ.muni.cz
Codes of ethics (%)

Ondrej Castek
castek@econ.muni.cz
Information sources about CSR
activites

Trusted (%) Preferred (%)

information information
sources sources
Other people 72 Information on product 48

Own experience 65 Independent media 47

Independent media 54 news

Corporate news, 33 Newspapers, TV news 45

advertisement, website Product brochures 44

Information on products 25 Logos 34

Corporate PR news 27
Ondrej Castek
castek@econ.muni.cz
Would you buy a rope from recycled
material?

Yes, but for the same price 51%

Yes, even for a bit higher price 20%

Yes, even for a sign. higher price 11%

No 18%

0% 10% 20% 30% 40% 50% 60%

Ondrej Castek
castek@econ.muni.cz
The Role of Citizenship on Corporate Reputation 11 March 2008
 Creating Value via
Corporate Social Responsibility

Bradley Googins, Philip Mirvis, Mary Jo Hatch

Corporate Branding and CSR

Brilliant Bullshit
! !
Easy Life!