I just realized that I have quite a few papers in the queue relating to corporate social responsibility (CSR). If there are no objections, I’ll offer super-abbreviated overviews of these articles in this one post. That means you’ll be spared CSR posts for at least another two months. Deal?
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“Is the socially responsible corporation a myth? The good, the bad, and the ugly of corporate social responsibility,” by Timothy M. Devinney; Academy of Management Perspectives; (May 2009; pp. 44-56)
Devinney (Australian School of Business) argues that a socially responsible corporation is a “fundamental impossibility.” He writes that we must be willing to accept the good and bad character of the corporation. “We want the corporation to engage in good social activity, but to be nice and not use it for competitive advantage that forestalls competition. We want managers to act benevolently when making choices about the social investments of corporations, but to do so in ways that align with our conceptions of what is socially right. But all of this is impossible. We must accept that as a social organism the firm will be a complex mixture of virtues and vices that cannot be separated.” Devinney also offers several challenges that will bedevil researchers trying to measure CSR activities.
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“Making the most of corporate social responsibility,” by Tracey Keys, Thomas W. Malnight, and Kees van der Graaf; McKinsey Quarterly (December 2009)
In the ill-defined world of CSR, “smart partnering” is emerging as an effective way to create value for both businesses and society. In these partnerships, business are not seeking to avoid risk or burnish their reputations but instead to improve their “core value creation ability by addressing major strategic issues.” The authors, from the Swiss-based International Institute for Management Development, offer two examples of creative partnerships involving Unilever in India and Kenya. They figure there are three principles guiding smart CSR partnerships: concentrate your CSR, build a deep understanding of the benefits, and find the right partners.
Download this article (registration required)
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Valuing social responsibility programs,” by Sheila Bonini, Timothy M. Koller, and Philip H. Mirvis; McKinsey on Finance (No. 32, Summer 2009)
Companies with environmental, social, and governance (ESG) programs have difficulty linking operational metrics (say, tons of carbon emitted) to real financial impacts, often claiming that such programs are too deeply embedded in the core business to be measured meaningfully. The McKinsey consultants counter that some companies are developing hard data to measure even long-term or indirect value of ESG programs. Some examples:
- Growth: Access to new markets through exposure from ESG programs
- Return on capital: Higher employee morale and lower costs related to turnover or recruitment
- Management quality: Development of employees’ leadership skills and ability to adapt to changing political and social situations by engaging local communities.
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“What matters to managers?: The whats, whys, and hows of corporate social responsibility in a multinational corporation,” by Esben Rahbek Pedersen and Peter Neergaard; Management Decision (2009, Vol. 47 Issue: 8, 1261 – 1280)
To explore the different managerial perceptions of CSR, the researchers conducted a survey of 159 managers plus interviewed 10 top-level managers in one multinational manufacturer. Most of the managers surveyed consider CSR “the right thing to do,” though a large number also see their company’s CSR initiatives as relating to image and brand. While managers generally feel CSR is well integrated in their company, CSR is of second-tier concern because it is not tied to managers’ bonuses. The authors discuss how the alignment and misalignment of managerial perceptions are likely to affect corporate social performance. One possible benefit of “misaligned managerial perceptions: it can be a source of development and innovation.
photo credit: edmittance