corporate responsibility module lecture one introduction to cr
TRANSCRIPT
Corporate Responsibility Module
Lecture One: Introduc8on to CR January 8th 2015
Lecturer: Tobias Webb Tobiaswebb.blogspot.com
What the course covers 1) Introduc8on to CR. A brief history 2) How to make the business case 3) AMrac8ng, training, mo8va8ng, retaining employees 4) Campaigning NGOs, who, why and what 5) Stakeholder engagement, who, when and how 6) Supplier engagement in CR 7) Reputa8on, external communica8ons & repor8ng 8) Innova8on for sustainable business Plus a Revision Lecture in week nine
Today’s lecture will cover…
• What is CR? • Why does it exist? • How is it evolving? • Who are the best known theorists? • A brief historical tour in pictures (It would be useful to tape this part in par8cular)
So what is Corporate Responsibility?
• It’s an o\en messy compromise between business and society
• It’s both a source of innova8on and a source of cost to many large companies
• It’s a reac8on to the increased knowledge we now all have about impacts of business, about the costs of “nega8ve externali8es” and a debate about what should be done about them
Why does CR exist?
• Public, Media and NGO access to business impact informa8on has grown (plas8c bags, plas8c in the oceans, emissions, deforesta8on, human rights and labour condi8ons, digital privacy etc)
• Because not everything can be regulated successfully given the complexity of the world
• Because sourcing footprints and opera8ons / sales are now global for many companies, and stakeholders all over the world are demanding informa8on and results from business
How is it evolving?
• Whilst corporate accountability is not new, post WW2 debate started out around the “responsibili8es of the businessman” (Bowen, Drucker et. Al.)
• Individual good works evolved to corporate philanthropy to corporate ci8zenship and CSR to corporate responsibility in the 1990s.
• Today, the term increasingly used is corporate sustainability, or sustainable business. This promotes depth, breadth and inclusiveness
Who are the best known theorists?
• Bowen: Focused on social responsibility of execu8ves • Drucker: Values based approach, consider externali8es • Friedman: Social responsibility to improve profits • Carroll: Pyramid approach: Phil/Ethics/Legal/Economic • Freeman: Advocated social rela8onships as strategic • Elkington: Triple BoMom Line: Social, Environ, Financial • Pralahad & Hart: Empower the poor with innova8on • Porter: Crea8ng Shared Value over tradi8onal CSR • Many, many others: Roome, Grayson, Handy, Vogel, Eccles, Henisz, Donaldson, Waddock, Ioannou etc
Corporate Responsibility History
in Pictures 1720 -‐ 2015
1720: The South Sea Bubble
1902-‐4
1911
1962
1965
Friedman Picture 1970
1970
Popula8on Bomb, 1968, Limits to Growth: 1972
“Green Revolu8on” provided 30-‐50 year solu8on
1972
1972
Bhopal: 1984
Exxon Valdez 1989
Anita Roddick, 1980s/90s
Rio Earth Summit 1992
1990s
1995
1995-‐6
1999-‐2003
2001
2004/5 onwards: The Rise of China
2007
2010
2011-‐12
2006-‐today
2012
2013
Ongoing!
Weibo: 500 million users since 2009
M-‐Pesa: Now in Kenya, Tanzania, Afganistan, South Africa, India and elsewhere
40% of Kenya’s GDP passes through M-‐Pesa today
April 2013: Rana Plaza, Bangladesh
Further resources: Eleven Reasons to be Op8mis8c
about Sustainability tobiaswebb.blogspot.com
www.slideshare.net/tobiaswebb www.eabis.org
www.caseplace.org