CORPORATE SUSTAINABILITY & RESPONSIBILITY

Transcription

1 CORPORATE SUSTAINABILITY & RESPONSIBILITY An Introductory Text on CSR Theory & Practice Past, Present & Future Wayne Visser

2 CONTENTS Acknowledgements 1 Figures & Discussion Questions 2 Chapter 1: Definitions and Drivers of CSR Definitions The DNA Model of CSR Local CSR Drivers Global CSR Drivers The Business Case for CSR The Problem of Uneconomic CSR The Failure of CSR? 15 Chapter 2: The Evolution of CSR Ancient History Industrial Welfare Questioning Business Spaceship Earth CSR Theory Legislating CSR Stakeholder Theory Triple Bottom Line Supply Chain Integrity Corporate Governance Ethical Investment Bottom of the Pyramid (BOP) Codes and Standards The Way Forward 35 Chapter 3: CSR Around the World Global and Local CSR CSR Around the World CSR in Developing Countries The Literature on CSR in Developing Countries Global Research on CSR Research on CSR in Asia Research on CSR in Africa CSR Research in Latin America Myths about CSR in Developing Countries 45 ii

3 3.10 An Alternative CSR Pyramid Anglo American s CSR Pyramid Going Native and Becoming Indigenous Corporate Shared Value Social Entrepreneurs on a Mission Glocal CSR in Practice 55 Chapter 4: Implementing CSR Values: It s in his Kiss Vision: A Jumbo Quest Work: An Elephants Playground? Governance: Council of the Animals Relationships: Walking Gently as Giants Communication: The Rumble in the Jungle Services: The Genius of Nature 83 Chapter 5: Leadership For CSR Definitions and Theories of Leadership Defining Sustainability Leadership A Model of Sustainability Leadership Traits of Sustainability Leaders Styles of Sustainability Leaders Skills of Sustainability Leaders Knowledge of Sustainability Leaders Characteristics of Sustainability Leaders Actions of Sustainability Leaders Sustainability Leadership at General Electric (GE) Sustainability Leadership at GlaxoSmithKline (GSK) Sustainability Leadership at Skanska, Unilever and IBM The Paradox of CSR Leadership Distributed Sustainability Leadership 109 Chapter 6: CSR and Change Creative Destruction Change Management Leadership for Change Wheels of Change Theory U Mapping the Innovation Territory We Are the Champions 120 iii

4 6.8 Types of CSR Change Agent Dynamics of CSR Change Agents Applying the CSR Change Agents Model 124 Chapter 7: Cases In CSR A Little World (ALW) Anglo American Big Pharma Big Tobacco BP Cabbages & Condoms Cadbury CIDA Campus Coca- Cola Corporate Leaders Group on Climate Change Enron Freeplay GlaxoSmithKline (GSK) Google Grameen Bank Interface FLOR Lehman Brothers McDonald s Nike Patagonia Seventh Generation Shell Tesco Vodafone Walmart 185 Chapter 8: The Future Of CSR The Age of Greed Executive Greed Banking Greed Financial Market Greed Corporate Greed Capitalist Greed The Ages and Stages of CSR The Age of Responsibility 200 iv

5 8.9 Web 2.0: Seeds of a Revolution The Birth of CSR Principles of CSR Shifting from CSR 1.0 to CSR Drivers of the Future Future Uncertainties Future Scenarios Future Options Decisions A Test for Future- Fitness Predictions for the Next 10 Years 230 Concluding Thoughts 235 References 236 About the Author 248 Other books by Wayne Visser 249 v

6 DISCUSSION QUESTIONS & FIGURES Discussion Questions 1.1: CSR Definitions 8 1.2: CSR Drivers : CSR Business Case : The Failure of CSR : Industrial Welfare : Limits to Growth : Carroll s CSR Pyramid : Stakeholders and the Triple Bottom Line : Accountability and Corporate Governance : Bottom of the Pyramid (BOP) and Codes : CSR Around the World : CSR in Developing Countries : CSR in Developing Regions : CSR Pyramid for Developing Countries : CSR, BOP and CSV : Social entrepreneurship and Glocality : Values : Vision : Work : Governance : Relationships : Communication : Services : Leadership and Sustainability : Traits and Styles of Sustainability Leaders : Skills and Knowledge of Sustainability Leaders : Sustainability Leadership Cases : Paradoxes of Sustainability Leadership : Creative Destruction & Change Management : Leadership & Systems Change : Theory U and Social Innovation : CSR Champions & Change Agents : A Little World : Anglo American : Big Pharma : Big Tobacco : BP : Cabbages & Condoms : Cadbury 147 6

7 7.8: CIDA Campus : Coca Cola : Corporate Leaders Group on Climate Change (CLG) : Enron : Freeplay : GlaxoSmithKline (GSK) : Google : Grameen Bank : Interface FLOR : Lehman Brothers : McDonald s : Nike : Patagonia : Seventh Generation : Shell : Tesco : Vodafone : Walmart : The Age of Greed : The Ages and Stages of CSR : CSR 2.0 and the Age of Responsibility : Shifting from CSR 1.0 to CSR : Future Scenarios : A Test for Future- Fitness : Ten- Year Predictions 234 Figures 3.1: CSR Pyramid for Developing Countries : The Cambridge Sustainability Leadership Model : The Kaleidoscope 5- S Future- Fitness Framework 228 7

8 ABOUT THE AUTHOR Dr Wayne Visser is Founder and Director of the think tanks Kaleidoscope Futures and CSR International. In addition, Wayne is Senior Associate at the University of Cambridge Programme for Sustainability Leadership and Visiting Professor of Corporate Responsibility at Warwick Business School in the UK. Wayne is the author of seventeen books, including The Quest for Sustainable Business (2012), The Age of Responsibility (2011), The World Guide to CSR (2010) and The A to Z of Corporate Social Responsibility (2010). He has also published over 180 other works (chapters, articles, etc.) and has delivered more than 170 professional speeches all around the world, with his work taking him to more than 60 countries in the last 20 years. Wayne was listed in the Top 100 Global Sustain Ability Leaders (2011 & 2012, rankings by ABC Carbon), the Top 100 Thought Leaders in Europe & the Middle East (2011, ranking by Centre for Sustainability & Excellence and Trust Across America), Top 100 CSR Leaders and Top 20 Sustainability Leaders (2009 & 2012, rankings by CSR International). He was also winner of the Outstanding Author Contribution Award at the Emerald Literati Network Awards for Excellence 2011 and recipient of the Outstanding Teacher Award of The Warwick MBA 2010/11 and 2011/12. Before getting his PhD in Corporate Social Responsibility (Nottingham University, UK), Wayne was Director of Sustainability Services for KPMG and Strategy Analyst for Cap Gemini in South Africa. His other qualifications include an MSc in Human Ecology (Edinburgh University, UK) and a Bachelor of Business Science with Honours in Marketing (Cape Town University, South Africa). Wayne lives in London, UK, and enjoys art, nature, writing poetry and learning about new countries and cultures. A full biography and much of his writing and art is on 8

9 OTHER BOOKS BY WAYNE VISSER Non- fiction The Quest for Sustainable Business: An Epic Journey in Search of Corporate Responsibility, Greenleaf Publishing, The Age of Responsibility: CSR 2.0 and the New DNA of Business, John Wiley & Sons, The World Guide to CSR: A Country- by- Country Analysis of Corporate Sustainability and Responsibility (with Nick Tolhurst), John Wiley & Sons, The Top 50 Sustainability Books (with CPSL), Greenleaf Publishing, Landmarks for Sustainability: Events and Initiatives that have Changed Our World (with CPSL), Greenleaf Publishing, Making A Difference: Purpose- Inspired Leadership for Corporate Sustainability and Responsibility (CSR), VDM, The A to Z of Corporate Social Responsibility (with Dirk Matten, Manfred Pohl & Nick Tolhurst), John Wiley & Sons, Corporate Citizenship in Africa (with Malcolm McIntosh & Charlotte Middleton), Greenleaf Publishing, Business Frontiers: Social Responsibility, Sustainable Development and Economic Justice, ICFAI Books, South Africa: Reasons to Believe (with Guy Lundy), Aardvark Press, Beyond Reasonable Greed: Why Sustainable Business is a Much Better Idea! (with Clem Sunter), Tafelberg Human and Rousseau, Fiction African Dream: Inspiring Words & Images from the Luminous Continent, Kaleidoscope Futures, String, Donuts, Bubbles and Me: Favourite Philosophical Poems, Wayne Visser/Lulu, Seize the Day: Favourite Inspirational Poems, 2 nd ed., Wayne Visser/Lulu, Wishing Leaves: Favourite Nature Poems, 2 nd ed., Wayne Visser/Lulu, I Am An African: Favourite Africa Poems, 3 rd ed., Wayne Visser/Lulu,