CSR Strategies E-Book

Sri Urip

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 265

Veröffentlichungsjahr: 2010

Beschreibung

Globalization has changed the nature of many markets. Previously protected local industries have been forced to become more competitive, a situation that provides both opportunities and challenges. Key among these is the challenge of implementing responsible business practices. Corporate social responsibility (CSR) is widely recognized as a worthy commitment to ensure sustainable benefit for both corporations and communities. CSR is also becoming an important base for businesses to build trust and confidence in their stakeholders, with the potential to provide a competitive edge. To ensure sustainable growth opportunities, companies should pursue the three key dimensional values of creation: * Profit * People * Planet Well defined and strategic CSR activities will ensure an optimum balance between social, environmental, and economic factors for sustainable profits. Hence, CSR has to be embedded within the business strategy to provide a competitive edge in the areas of brand equity, corporate reputation, employee retention, and environmental conservation. Although the principles of CSR are essentially the same globally, each location still calls for different emphasis in the implementation process. Successful application of CSR principles is directly influenced by the business understanding of its business strategy in proportion to the needs of the local community. As someone who has implemented all the above activities successfully, author Sri Urip is well placed to discuss effective CSR strategies to 21st century companies.

Leseprobe

Table of Contents

Title Page

Copyright Page

Dedication

Acknowledgements

Benefits of Corporate Social Responsibility

Government

Local community and society

Corporations

The world and environment

Preface

NOTES

Introduction

PART 1 - STRATEGIES

Chapter 1 - CORPORATE SOCIAL RESPONSIBILITY, GOOD CORPORATE GOVERNANCE, AND ...

NOTE

Chapter 2 - A NEW PHENOMENON

NOTES

Chapter 3 - THE FUNDAMENTALS AND EVOLUTION OF CSR

THE FUNDAMENTALS

THE EVOLUTION OF CSR

TYPES OF CSR

NOTES

Chapter 4 - HOW TO OPTIMIZE CSR

HUMAN RESOURCES

NOTES

Chapter 5 - WHY AND WHEN TO APPLY CSR ACTIVITIES

EXTERNAL CHALLENGES

INTERNAL NEEDS

PRACTICAL ADVICE IN IMPLEMENTING CSR

NOTE

Chapter 6 - MANAGING, MONITORING, AND REPORTING

INTRODUCTION TO SUPPLY CHAIN RESPONSIBILITY

THE MOVEMENT TOWARD ISO STANDARDIZATION OF CSR

PROGRESS OF LEGISLATION AND REPORTING IN INDONESIA

NOTES

PART 2 - CASE STUDIES

NOTES

Case Study 1 - PT UNILEVER INDONESIA, Tbk

THE COMPANY

CORPORATE GOVERNANCE AND CORPORATE SOCIAL RESPONSIBILITY

CORPORATE AND JOINT CSR ACTIVITIES DONE BY UNILEVER

A. DEVELOPING AND EXPANDING THE MARKET THROUGH COMMUNITY DEVELOPMENT, IMPROVING ...

B. CORPORATE IMPACT ON SOCIETY THROUGH THE DEVELOPMENT OF THE VALUE CHAIN, ...

C. GAINING COMMUNITY ACCEPTANCE AND GOODWILL THROUGH CARE FOR THE COMMUNITY AND ENVIRONMENT

NOTES

Case Study 2 - PT BANK DANAMON INDONESIA, Tbk

THE COMPANY

CORPORATE SOCIAL RESPONSIBILITY

DEVELOPING AND EXPANDING THE MARKET THROUGH COMMUNITY BUILDING, IMPROVING ...

Case Study 3 - PURA GROUP

THE COMPANY

CORPORATE SOCIAL RESPONSIBILITY

Case Study 4 - PT ASTRA INTERNATIONAL, Tbk

THE COMPANY

CORPORATE GOVERNANCE AND CORPORATE SOCIAL RESPONSIBILITY

THE DEVELOPMENT OF CSR PROGRAMS WITHIN THE CORPORATE PHILOSOPHY

COMMUNITY AND CAPACITY BUILDING FOR WEALTH CREATION

Case Study 5 - PT INDO TAMBANGRAYA MEGAH, Tbk

THE COMPANY

CORPORATE SOCIAL RESPONSIBILITY

A. COMMUNITY PARTICIPATION AND EMPOWERMENT THROUGH THE CCF

B. HIGH-PERFORMANCE COMMUNITY DEVELOPMENT PROGRAM

C. PLAN OF CLOSURE OF MINING OPERATIONS

NOTES

Case Study 6 - H.J. HEINZ

THE COMPANY

CORPORATE GOVERNANCE AND ETHICAL OPERATION

CORPORATE SOCIAL RESPONSIBILITY

A. CORPORATE IMPACT TO SOCIETY THROUGH THE DEVELOPMENT OF THE VALUE CHAIN

B. DEVELOPING AND EXPANDING THE MARKET THROUGH COMMUNITY DEVELOPMENT AND ...

C. ENVIRONMENTAL CARE PROGRAM

D. PHILANTHROPY

E. EMPLOYEES’ VOLUNTEERISM

NOTES

Case Study 7 - TNT INTERNATIONAL B.V., THE NETHERLANDS

THE COMPANY

CORPORATE SOCIAL RESPONSIBILITY

A. CORPORATE PHILANTHROPY AND EMPLOYEE VOLUNTEERISM

B. GAINING COMMUNITY ACCEPTANCE AND GOODWILL THROUGH CARE FOR THE COMMUNITY AND ...

NOTE

Case Study 8 - INTEL CORPORATION, US

THE COMPANY

CORPORATE SOCIAL RESPONSIBILITY

A. GAINING COMPETITIVE EDGE THROUGH EDUCATION AND LEVERAGING KNOW-HOW

NOTE

Case Study 9 - MOTOROLA

THE COMPANY

CORPORATE SOCIAL RESPONSIBILITY

NOTES

Case Study 10 - CSR IN THAILAND

THE COUNTRY

CORPORATE SOCIAL RESPONSIBILITY IN THAILAND

NOTES

References

Index

Copyright © 2010 John Wiley & Sons (Asia) Pte. Ltd.

Published in 2010 by John Wiley & Sons (Asia) Pte. Ltd.

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Library of Congress Cataloging-in-Publication Data

ISBN: 978-0-47082520-4

Typeset in 10.5/14pt Plantin-Light by Thomson Digital

Ltd.

Dedicated lovingly to my family; my husband, Urip; my two children, Tya and Tinggar; my son and daughter-in-law, Dwi Tjahyanto and Indira, and my four grandchildren Pandya, Chandrika, Dayita, and Prajesa

Acknowledgments

CSR Strategies: Corporate Social Responsibility for a Competitive Edge in Emerging Markets originally started from material I prepared for LKDI (Lembaga Komisaris dan Direktur Indonesia—Indonesian Institute of Commissioners and Directors), APB Group, Ford Foundation Indonesia, Polling Centre, and other organizations. As corporate social responsibility (CSR) was becoming a more important, compulsory for many companies in Indonesia, I began to write a comprehensive draft based on my long experience in practicing this philosophy, which is now the first manuscript of this book.

I want to express my special gratitude and thanks to the late Ian Maxwell Harris and to Merina Purbo for kindly taking the time to help with revisions and editorial advice. Ian, my friend and big supporter, thank you for having understood my line of thoughts. You will be greatly missed. Also to Yonni Hadipradja, my nephew, who helped me with the preparation of all graphs and pictures. I really appreciate your effort in making sure that they were developed at the right stage for printing.

My great thanks goes to Maurits Lalisang, CEO of Unilever Indonesia, for his permission to publish the intelligence I gained through my 30 years of practicing CSR within Unilever, Indonesia. Thank you also for allowing me to share the continuing progress of all CSR activities after my retirement.

I also would like to thank Daniel Chandranayagam, Editor of CSR Digest for helping me in finalizing the book with the last revisions and editorial advice.

Of course, much of this book would not have been possible without the extraordinary support from several prominent organizations, whose application of CSR principles as an integral part of the business strategy have strongly positioned these companies as industry leaders continuously. I would like to express my appreciation and thanks to my colleagues in the following important organizations for their permission to publish in detail their company’s CSR best practices and for all other refreshing perspectives given to me.

Josef Bataona, Human Resources/Corporate Social Responsibility Director, PT Unilever, Indonesia.

Manggi T. Habir, Chairman Board of Supervisors, Danamon Peduli Foundation.

Risa Bhinekawati, Chairperson/Executive Director, Danamon Peduli Foundation.

Jacobus Busono, Founder and President Director Pura Group.

Hasmo Soejono, Personal Secretary to the President Director Pura Group.

Angky Tisnadisastra, Director of PT Astra International, Tbk.

Arief Istanto, Senior Vice President, Chief Corporate Security; Environment & Social Responsibility, PT Astra International, Tbk.

Aminuddin, Chairman, Yayasan Dharma Bhakti Astra (YDBA), PT Astra International, Tbk.

Soepardi, General Manager, Yayasan Dharma Bhakti Astra (YDBA), PT Astra International, Tbk.

M. Riza Deliansyah, Head of Environmental & Social Responsibility Division, PT Astra International, Tbk.

Kartini Mulyadi, SH, Senior Partner of Kartini Mulyadi & Rekan.

Mas Achmad Daniri, Chairman National Committee on Governance, Chairman Mirror Committee on Social Responsibility, ISO 26000.

Chrysanti Hasibuan-Sedyono, Vice Chair of the Indonesia Business Links Board of Management.

Elmar Bouma, Director of the Indonesian Netherlands Association.

F. Antonius Alijoyo, Senior Advisor of PT APB Indonesia, board member of Indonesian Institute of Audit (IKAI), Board member of Indonesian Professionals in Risk Management Association (Indonesia PRIMA)

Subarto Zaini, Founder of Center for Corporate Leadership and the Indonesian Society of Commissioners.

Drg.Sadrach, former Secretary-General of the Indonesian Dentist Association (1975)

Meuthia Ghanie-Rochwan, Expert in Organizational Sociology, University of Indonesia and Activist for the Improvement of the Framework of CSR.

Mahyudin Lubis, Director, PT Indo Tambangraya Megah, Tbk.

Tri Harjono, Assistant Vice President Corporate Communication and Corporate Social Responsibility, PT Indo Tambangraya Megah, Tbk.

Most of all, without the continuous support from my family, my husband Urip and my two children, Tya and Tinggar, I would not have been able to gain all the experience through my years working for Unilever, Indonesia. Particularly to Tya; thank you for all the emotional support and constant encouragement throughout the writing of this book, especially at times when I did not feel like I was able to continue and finish the book. And last but not least, my love and thanks to Pandya and Chandrika, who were always around to help me whenever I had problems with the computer.

Benefits of Corporate Social Responsibility

Collective corporate social responsibility (CSR) activities amongst various corporations and its stakeholders could contribute to the microeconomic development of a developing country through sustainable benefit to all. At the same time, optimum national impact, cooperation, and communication should be encouraged and socialized.

Government

• Development and acceleration of microeconomic sustainable growth through using “good corporate governance/value change” and “best practices,” resulting to a market environment conducive to both local and foreign investors (with the availability of good infrastructure, good education and health facilities, well-trained human resources and labor, and well-cared-for environment)

• Encouraging CSR activities, giving benefit to the community, with meeting certain development and sustainability criteria possibly being considered for tax incentives

• Joint CSR budgets possibly representing an additional source of public revenue (employment and wealth creation to reduce poverty)

Local community and society

• Changed habits, improved quality of life

• Capacity building, creates employment and wealth

Corporations

• Growth, profit, image, and competitive edge

• Community acceptance and goodwill

• Pride and spiritual values to employees and their families

• Genuine dialog with stakeholders

The world and environment

• Waste management

• Balanced ecosystem

• Green and clean environment

Preface

An interesting article was posted on journalism.org. This is a site managed by the Pew Research Center’s Project for Excellence in Journalism, an independent organization working on projects dedicated to help people understand the information revolution.1 The article discussed the George W. Bush and Al Gore presidential election in 2000 and how the press reacted to the final stages of campaign during the week of candidates’ debates. The site stated:

What also emerged, in debate coverage and elsewhere, was a clear predilection toward negativity. More than half of all stories contained twice as many negative assertions as positive. This finding stands out especially because during this election cycle, citizens have repeatedly told the media they are tired of the negative nature of campaigns. Further, studies of press coverage in general rarely find such great disparity between positive and negative coverage.