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There are a lot of definitions of CSR but here are the most well-known: CSR is a voluntary integration of the social and environmental aspects in the everyday company activities and relations with the stakeholders, [2]. CSR is a way of an enterprise which follows ethical, legal, commercial and social expectations, [3]. CSR is a continual obligation of companies to be ethical and contribute to economic growth and at the same time improve the quality of employees lives and their families and local and global society, [3]. The definitions show that they are not fixed. The reason is to provide flexibility to companies for their use. THREE FUNDAMENTAL PRINCIPLES OF CSR CSR is based on three fundamental principles. They are economic, social and environmental. Each part of CSR contains a lot of different activities depending on the type of enterprise and the requirements of stakeholders. Economic area Transparent enterprise is expected from the company. A positive relationship with investors, customers, suppliers and others business partners is also expected. The impacts of the company on the economy at local, national and global levels are monitored. Economic area - Market Owners and investors Customers / consumers Suppliers and other business partners Governmental institutions Media Table 1: Economic area - stakeholders Economic area Ethical codex creation Transparency Best practice management Corruption rejection Relation with stockholders Relation to customers / consumers Relation to suppliers Relation to investors Protection of intellectual property Table 2: Economic area CSR activities
Stakeholders
CSR activities
Social area In the social area, behaviour is focused on the attitude to employees and on supporting the local community. The company influences the standard of living, health, safety, education and cultural development of citizens. Area Stakeholders Social area Working environment Local community Employees Non-profit organizations Unions Public Table 3: Social area - stakeholders Social area Working environment employee health and safety Developing human resources Follow working standards, abolition of child labour Equal possibilities Local community Corporate donorship Corporate volunteerism Support for social integration Education of the public
Workplace diversity Developing employment and local Support for laid-off employees infrastructure Job assurance Table 4: Social area CSR activities
Environmental area The company is aware of its impact on the living and inanimate nature in the environment. This includes the ecosystem, land, air and water. There is an assumption that the company will protect nature and natural resources. Environmental area Environment Environmental groups Stakeholders Other environmental groups Table 5: Environmental area - stakeholders Environmental area Environmentally friendly manufacturing, products and services Compliance with regulations and standards (ISO, EMAS, etc.) CSR activities Environmentally friendly company policy (recycling, using of environmentally friendly products) Reduction of impacts on environment Protection of natural sources Table 6: Environmental area CSR activities MAIN FEATURES OF CSR Main features of CSR are: Triple-bottom-line economic, social and environmental. Voluntary all activities are done voluntarily. Stakeholders dialogue integration of all participants. Long-term period all activities are done over a long-term period. Credibility increasing company credibility. THE SITUATION IN THE CZECH REPUBLIC A survey on the topic of Corporate Social Responsibility was carried out by Business Leader Forum in 2003, [8]. 265 companies from the Czech Republic were approached in this survey. The task was to get answers to several main questions. The results of the survey indicated that activities in CSR were established but they were very often called by different names. The conclusions of the survey are summarized here. The CSR issue is understood more intuitively in the sense social responsibility = good product or respect for laws. Almost all companies considered being a part of society to be an important role for the company. This role does not have to be the main mission of a company. The internal dimension of CSR is the most used now and will also be in the future. This means; care about the employees, their education, their hiring and keeping. The external dimension of CSR is focused on transparency, relation with schools and ecology. The relationships with other subjects (non-profit organizations, state, and donations to charity) are minor. In the future, companies will want to extend their activities, especially inside the company. On the basis of the survey, it is clear that it is important to explain the concept of CSR. It is important to give it a definite content. CSR must be understood more actively than intuitively, must have a more local attitude than global, its contributions to socially responsible behaviour must be communicated and must be listed good and bad examples of companies and discussed.
ADVANTAGES OF CSR Responsible behaviour is advantageous, brings a lot of benefits, especially non-financial, which are also very important for successful enterprise. CSR advantages Higher reputation of company, better company image Higher attraction for investors Good reputation and strong position in market Distinguish from rivals Increasing employees productivity and loyalty Attraction for quality and talented potential employees Decreasing expenses on risk management Direct financial saving ecological behaviour Better relationships with local society and public institutions Table 7: Advantages of CSR
CSR does not bring advantages only to big companies, small and medium sized companies can also gain some advantages. They are: easier recruitment of employees and business partners, good public relations, possibility of getting contacts and information from society and from main business partners. MEASUREMENT OF CSR BENEFITS CSR is an investment in the assets of the company. It is possible to measure them by indicators over the long-term period. It brings financial profit to the company. Assets Good corporate reputation Evaluation by indicators Questionnaires Brainstorming Reaction in media Long-term measurement aspects Strengthening market position Possibility of new business opportunities Possibility to gain environmentally friendly and sensitive customers Strengthening market position Turnover increasing Expanding products Increasing of market portion Energy consumption Proportion of recycling waste quantity of exhaust quantity dangerous materials used Table 8: Measurement of CSR benefits CONCLUSION AND RECOMMENDATIONS At the beginning I posed a simple question: Why follow the requirements of CSR? A lot of businessmen know very well that they must do good things. It means not only behaving well towards customers and business partners, but also Higher employee motivation, content and performance Lower employee fluctuation Higher possibilities for recruitment Possibility to gain huge contracts Possibility to gain environmentally friendly customers Increasing eco-efficiency
Company flexibility
Interviewing customers Number of repeated orders Number of complaints Number of product or services modifications Added value of products or services Interviewing employees Number of absences Number of qualified employees
taking care of their employees and good relationships with their neighbours and protecting the environment, etc. Why? Being a CSR company opens new business challenges and brings competitive advantages. REFERENCES A Paragraph in the expert Journal: [1] CARROLL, A. B. Corporate Social Responsibility Evolution of a Definitional Construct. In Business and Society, Vol. 38. No. 3, 1999, p. 268-295, Available ProQuest 5000. A Book Publication: [2] European Union, Green Book, 2001. A web page: [3] http:// http://www.blf.cz. [4] http://www.csr-online.cz. [5] http://en.wikipedia.org/wiki/Corporate_social_responsibility.