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Mette Morsing's presentation from CBS Responsibility Day 2009
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Communication ofCorporate Social Responsibility
-The challenge of being seen as a legitimate business by society
”CBS Responsibility Day”Mette Morsing
Center for Corporate Social Responsibility CBSCSRCopenhagen Business School
September 1, 2009
“The traditional potency of the family, the church, and the local community suddenly seemed dwarfed by the sway of the giant corporations. This momentous shift in the balance of social forces created a crisis of legitimacy for the large corporation.”
Roland Marchand (1998)
The Corporate Search for Legitimacy
”Damned if we do.Damned if we don’t.”
Anita Roddick on CSR communicationin Body Shop’s first non-financial report 1995
Strategic CSR Communication
- The framing of a CSR rationale - The corporate branding opportunity
-The risk management argument
The Balances of CSR Communication
- From implicit to explicit CSR?- The coupling and decoupling between words and deeds?- Naturalisation, Hedonification and Erotification of CSR ?
Company
Investors
Suppliers
Employees
Customers
Input-model of strategic management:
Company
Investors
Suppliers
Employees
Customers
Governments Politicalgroups
CommunitiesTrade
associations
Stakeholder Model Strategic Management
Company
Investors
Employees
Customers
Governments Politicalgroups
CommunitiesTrade
associations
Stakeholder Model Strategic Management
United Nations
2nd and 3rd tierSuppliers
Local authorities
Global norms
Suppliers
”We have created some of the best conditions in the world for private enterprises. Thus, the individual manager also has a
responsibility that the company behaves decently. A responsibility for not cheating to achieve advantages
at the cost of others by smart taxation maneuvres, untaxed labour, underpayment of foreign workers
or by selling too old meat."
– Prime Minister Anders Fogh Rasmussen, New Year’s speach, December 2006
” To me CSR is not a new thing. Many Danish companies have always been active in
taking care of their employees as well as caring about social and environmental consequences.
This not only applies to large companies. Smaller companies also have a responsibility”
- Minister for Economic and Business Affairs Bendt Bendtsen, June 2005
Prime Minister &Minister of Economic and Business Affairs on CSR
Last week at the Business for Social Responsibility (BSR) Conference in New York more than 400 business leaders were asked whether President-elect Barack Obama will have a positive impact on advancing the corporate responsibility agenda. 9 out of 10 respondents believe that the Obama administration will embrace CSR. Respondents outlined the three most important steps the Obama Administration should take to advance corporate responsibility around the world:1. Promote major investments in renewable energy and carbon capture, storage technologies. (67%)2. Take measurable steps toward progress on effective, efficient and fair global climate change mitigation strategies. (53%)3. Initiate cross-sector collaboration among business, government, and civil society. (42%)-Aneesa Arshad - October 21, 2008A Movement Building at the Center of Money
US President Obama on CSR
•”UN Global Compact”
•”UN PRME: Principles for Management Education”
While few trust business now, Ban Ki-Moon points out the irony that two-thirds of the world's people "think business should be fully engaged in tackling our common problems." Which businesses fit this bill? One answer is the list of Global 100 Most Sustainable Companies in the World announced each year by Corporate Knights and Innovest Strategic Value Advisors. Perhaps predictably, turnover in the list this year was highest amongst financial firms, with 14 (including AIG and Societe Generale) dropping off, and only nine (including Goldman Sachs) replacing them. This year, CSRwire members Procter & Gamble and SAP made the list.
UN General Secretary Kan Ki Moon on CSR
CSRThe Naturalization of Industry
CSR and ”the good life
• Employing more than 5,000 people. • Los Angeles manufacturing facilities.
• Paying workers 12 USD an hour (minimum wage: 6,75 USD)
Or … development of more subtle implicit Nordic CSR communication ??
CSR shapes positive reputations
But CSR disclosure evokes scepticism: ”what are you trying to hide?””you could have done much more”
The Challenge of the Self-promoter’s Paradox
Those who do most, often attract most criticism
Strategic CSR Communication
- The framing of a CSR rationale - The corporate branding opportunity
-The risk management argument
The Balances of CSR Communication
- From implicit to explicit CSR?- The coupling and decoupling between words and deeds?
- Trustworthy communication?
