Winning Strategies Part II

Team B3:

Paula Urrego-RiverosDavid IbagonLydia Duro-EmanuelSabrina TsaiChi-Wen ShihNazish Leghari

Corporate Social Responsibility (CSR)

“The continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community

and society at large”

Source: WBCSD, 1999

CSR in EFQM model

Enablers Results

Learning, Creativity and Innovation

Source: EFQM, 2010. P9

Different types of CSR

Economic responsibility. Legal responsibility. Ethical responsibility. Philanthropic responsibility.

Source: Carroll, A.B. (2000) Pp. 187-91

Evolution of CSR

Source: Halal, W.E. (2000) Pp. 10-16

Corporate Community Model

Source: Palazzi, M. & Starcher, G., (1997)

CSR Framework

Source: Castka, P., Bamber, C.J., Bamber, D.J. and Sharp, J.M. (2004)

CSR Advantages

Build a strong corporate reputation Contribute to overall business goals Attract and retain a motivated workforce Reduce operating costs Reduce regulatory oversight Support marketing objectives Build a strong community relationship Leverage current corporate social initiative efforts and

investments

Source: Alexander K. Nussbaum (2009)

Criticisms of CSR

Stifles primary purpose of the business. Favors the interest of the business over

legitimate concerns, demands and expectations of the society.

Too narrow in focus and does not address the key aspects of the business-society relationship today.

It’s failing to achieve its objectives due to poor approaches.

Blowfield M., Murray A. (2008), Pg. 340.

Different Views of CSR

Source: Mostovicz, I., et. al. (2009)

WaveRiders Goals

Increase market share in Europe by 40% in 5 years.

85% customer satisfaction in 5 years. Engagement of employees in 5 years. Engaging with the community. Reducing carbon footprint by 15%.

CSR Plans for Sustainability

Develop and Implement "Keeping the Seas Clean" Schools project ALL DEPARTMENTS £15.000Investment in community projects ALL DEPARTMENTS £15.000Devise and Launch "Less Paper Initiative" ALL DEPARTMENTS £1.700Devise and Launch "The BIG switch-off" ALL DEPARTMENTS £1.200

Engage with the community

Reduce Carbon footprint by 15%

YR 3 YR 4 YR 5STRATEGIC OBJECTIVES ACTIONS DEPARTMENT COST YR 1 YR 2

Here, Costs and Progress can be

monitored by a quarter by quarter basis or annual basis, depending ojn the type of review (Weekly, monthly, quarterly or annually)

Concepts of Ethics

WaveRiders GoalsIncrease

the market in Europe

Customer Satisfaction

Employee Engagement

Engage with the

community

Reduce Carbon

Footprint

Integrity X X X X X

Honesty X X X X X

Commitment X X X X X

Consistency X X X X X

Relation between goals and values for WaveRiders

Conclusions

CSR is an important element of excellent organizations.

The EFQM model provides a framework to embed CSR initiatives in an organization.

To improve continuously CSR should be reviewed.

References Blowfield M., Murray A. (2008) “ Corporate Responsibility: A Critical Introduction” New York:

Oxford University Press. Pages 340. Carroll, A.B. (2000), “The four faces of corporate citizenship”, in Richardson, J.E. (Ed.),

Business Ethics 00/01, Dushkin/McGraw-Hill, Guilford, CT, pp. 187-91 Castka, P., Bamber, C.J., Bamber, D.J. and Sharp, J.M. (2004), “Integrating corporate social

responsibility (CSR) into ISO management systems – in search of a feasible CSR management system framework”, The TQM Magazine, Vol. 16 No. 3, pp. 216-24

Galbreath, J. (2008). “Building Corporate social responsibility into strategy”, European Business Review, Vol21 No.2 pp109-127

Mostovicz, I., Kakabadse, N. and Kakabadse, A. (2009), "CSR: the role of leadership in driving ethical outcomes", CORPORATE GOVERNANCE, Emerald Group Publishing Limited, VOL. 9 NO. 4, pp. 448-460

Palazzi, M. & Starcher, G., 1997, CORPORATE SOCIAL RESPONSIBILITY AND BUSINESS SUCCESS

Thanaraksakul, W. and Phruksaphanrat, B. (2009), “Supplier Evaluation Framework Based on Balanced Scorecard with Integrated Corporate Social Responsibility Perspective “, Proceedings of the International MultiConference of Engineers and Computer Scientists, Vol.II, Hong Kong

Tonya R. Hargett and Marcia F. Williams (2009), Wilh. Wilhelmsen Shipping Company: moving from CSR tradition to CSR leadership, CORPORATE GOVERNANCE, Emerald Group Publishing Limited, VOL. 9 NO. 1, pp. 73-82

World Business Council for Sustainable Development (WBCSD) (1999), Corporate Social Responsibility, WBCSD, Geneva.

Appendix 1

Research European Markets Sales and MarketingResearch Pricing Structure, discounts, distribution Sales and MarketingResearch Product and Safety Specifications ProductionIdentify channels and distribution of sales Sales and MarketingMarketing and Campaigns Sales and MarketingComputerised Finance package for Finance department Finance £25.000

Invest in new Technology Finance and Production £150.000Research Customer Satsifaction opportunities Sales and MarketingDevise and Implement Customer Satisfaction Intiatives ALL DEPARTMENTSReorganise Finance and HR teams Finance and HRReorganise Leaisure sales team Sales Develop revised HR engagement strategy HRDevelop and Implement "Keeping the Seas Clean" Schools project ALL DEPARTMENTS £15.000Investment in community projects ALL DEPARTMENTS £15.000Devise and Launch "Less Paper Initiative" ALL DEPARTMENTS £1.700Devise and Launch "The BIG switch-off" ALL DEPARTMENTS £1.200

DEPARTMENT

Reduce Carbon footprint by 15%

£12.000

YR 5

£250.000

Develop and Increase market share in Europe to 40%

Improve on customer satisfaction to 85%

Engage Employees

Engage with the community

£50.000

YR 4YR 3YR 2YR 1COSTSTRATEGIC OBJECTIVES ACTIONS

Here, Costs and Progress can be monitored by a quarter by

quarter basis or annual basis, depending ojn the type of review (Weekly, monthly, quarterly or

annually)

Appendix 2. Implementation of CSR

Hoshin Kanri and CSR

CSR Goals

Leadership of Practicing CSR How leaders and organizational members understand

CSR; How leaders develop their personal CSR perspectives; How well-articulated and broadly implemented are CSR

values and strategies; What leadership practices are used to successfully

execute CSR strategy; and What challenges have been faced along the way and

how the organizations respond to those challenges.

Tonya R. Hargett and Marcia F. Williams (2009), Wilh. Wilhelmsen Shipping Company: moving from CSR tradition to CSR leadership, CORPORATE GOVERNANCE, Emerald Group Publishing Limited, VOL. 9 NO. 1, pp. 73-82