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CSR and Mission and Vision Statements
One of the strategic management decisions that has become increasingly important for organizations is how to operate sustainably based on environmental and social concerns. Much of the literature groups these concerns together in a concept known as corporate social responsibility (CSR). The trend seems to be growing as an increasingly large proportion of the consumer market considers whether products and services are produced under ethical business models. Furthermore, consumers are now more capable of researching such factors quickly and easily with the use of technology and can find relevant information directly on their smartphones while actually shopping. Thus it is likely that this trend will grow even stronger and evolve faster and it behooves management to consider implementing an effective CSR platform now if they have not done so already. This research will look into some of the current events regarding this trend.
CSR in the News
One company, Unilever, has made tremendous progress towards creating a sustainability strategy and has benefited from a trove of positive publicity for doing so. One study by creative agency, Radley Yeldar, indicates that Unilever's 'Bight Future' sustainability strategy made the biggest impact of all the companies listed in the FT 500 and the FTSE Eurofirst 100, having achieved the goals set out in its 'making sustainable life commonplace' mission statement (Net Imperative, 2015). Unilever has successfully been...
The ongoing initiative is a partnership with the WWF and promotes sustainable manufacturing of its products and a pledge of zero deforestation in doing so (Net Imperative, 2015). The company's successful CSR program has been largely a result of building a culture of CSR throughout the entire organization.
Paul Polman, Unilever's chief executive, said: "we can no longer pretend that business can immunise itself from the rising tide of environmental challenges. We see this as the best long-term way for us to grow and bring benefits to all our stakeholders. To succeed in this goal, we need to change the way we do business and to scale up the impact on the issues that matter most (Net Imperative, 2015)."
Another company, SAP, who provides many enterprise resource management (ERP) solutions to companies of various sizes, also serves as an example of providing innovative CSR implementations to solve social and environmental problems in the world. One of SAP's fascinating opportunities to meet these challenges, is that it can actually use the software solutions it creates for the purpose of tackling these problems. For example, a small company that recently received a grant to use SAP ERP software is…
References
Cohen, R. (2015, October 1). The Philanthropy of a Corporate Cheat: Volkswagen. Retrieved from Nonprofit Quarterly: https://nonprofitquarterly.org/2015/10/01/the-philanthropy-of-a-corporate-cheat-volkswagen/
Net Imperative. (2015, October 20). Top 'ethical' brands: Unilever, Philips and Lloyds top CSR poll. Retrieved from Net Imperative: http://www.netimperative.com/2015/10/top-ethical-brands-unilever-philips-and-lloyds-top-csr-poll/
Newfactor Business Report. (2015, October 22). Solutions To Nourish and Change the World, Helped by SAP and Softengine. Retrieved from Newfactor Business Report: http://business.newsfactor.com/news/Solutions-To-Change-the-World/story.xhtml-story_id=12100248OX4D
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