Strategic Corporate Social Responsibility26 January 2009Professor Kellie A. McElhaney

Today’s Agenda• Bspace Populated

▫https://bspace.berkeley.edu/

• Syllabus Updates (Wed.)

• CSR Happenings

• The Lorax- Discussion

• The Projects

CSR Happenings

•Power of Social Technology Meets Hollywood▫http://www.takepart.com/thesoloist/

CSR Happenings

•Power of Social Technology Meets Madison Avenue▫http://awearnessblog.com/

CSR Happenings•Ads to consume less get negative

reactions: study▫"Although messages that promoted decreased

usage of a firm's own products are likely motivated by the desire to be, or to appear, socially responsible, our(study)shows such messages can lead to even more negative reactions from consumers than no corporate social responsibility message at all," the study states.

▫Why? Lack of fit.

CSR Happenings• Green-Light Specials, Now at Wal-Mart

▫ Today, the roughly 200 million customers who pass through Wal-Mart’s doors each year buy fluorescent light bulbs that use up to 75 percent less electricity than incandescent bulbs, concentrated laundry detergent that uses 50 percent less water and prescription drugs that contain 50 percent less packaging. 

▫ As the saying goes, Wal-Mart has also done well by doing good. Along with the McDonald’s Corporation, it was one of only two companies in the Dow Jones industrial average whose share price rose last year.  

▫ “There was a time where people in business believed all they had to do was run their business,” said David D. Glass, Mr. Scott’s predecessor as C.E.O. “But it doesn’t work that way anymore. There is an accountability that goes way beyond that.” 

CSR Happenings• Corporate Social Responsibility - An Emerging CIO

Mandate▫ The trend is clear. Three external issues that are consistently rising on

the CEO agenda are all related to corporate social responsibility:

Environmental concerns—Companies are looking to improve energy efficiency, reduce their carbon footprints, and manage recyclables and waste in the supply chain, for example;

Socioeconomic factors—Companies are being held responsible for the socioeconomic well-being of the regions in which they operate and of the people they employ;

People skills—An organization’s reputation for CSR is becoming an important tool in attracting and retaining talented employees.

▫ The unifying link for those three issues is information technology. IT must not only be energy efficient itself, but also provide the key metrics and analysis that allow a company to manage all aspects of CSR effectively – from environmental impact to detailed financials to labor practices...to CSR COMMUNICATION.

CSR Happenings

•Others?

The Lorax

The Projects (27)• 2020 Strategies• Autodesk• Bank of America• Better Place• ChemRisk• Disney• Dow (3)• eBay (3)• Everywun• EPA• Freedom to Roam• Levis (2)

• Lotua Foos• MedShare International• NVIDIA• Nokia• PACT Apparel• PMI• SAP• Synergos• Wal-Mart• Yum! Brands

The Project Bid Sheet• PROJECT BID SHEET•  • Name: Phone(s):

• E-mail address:

• Instructions: You have 100 points to assign across five projects; no two projects can be assigned the same number of points. You may include additional information (relevant functional, work, and industry experience) on why you’re an ideal candidate for a particular project.

•  

• Return this bid sheet to GSI Megha Doshi by 3 pm on Tuesday January 27, 2009: megha_doshi@mba.berkeley.edu

•  • • TOP FIVE PROJECTS• Rank• Project

Name• Points Assigned• Reason for Selection/ Unique Qualifications• 1•  •  •  • 2•  •  •  • 3•  •  •  • 4•  •  •  • 5•  •  •