企业社会责任人才：从怎么看到怎么办——企业社会责任学科建设与人才培养研讨会召开

“做企业社会责任的人不仅要懂企业、懂企业社会责任,还要拥有更多来自NGO组织和政府组织的经验和理念,并能够将这些糅合起来。”     

从WTO到企业社会责任的推动者——热烈祝贺《WTO经济导刊》创刊十周年

2001年12月11日,中国正式加入世界贸易组织（WTO）,标志着中国对外开放进入到新的阶段。2002年12月11日,中国入世一周年之际,肩负整体上提高我国对WTO研究、认识、利用水平使命的《WTO经济导刊》正式创刊。10年间,我们始终秉持＂全球视野,竞争共赢＂理念,密切关注全球贸易发展,积极促进WTO规则意识和国际化理念的传播,报道入世后中国经济融入全球经济潮流中的各类重大事件和WTO事务,贡献了一大批有价值的文章,与中国入世历程同步。10年间,我们密切关注经济全球化下的企业社会责任浪潮,加强理论研究和实践传播,创造性地提出＂金蜜蜂＂思想、＂责任竞争力＂理念、＂责任层次＂理论等,以＂培育、帮助、鼓励、促进＂为原则,积极推动中国企业社会责任发展,成为企业社会责任领域具有代表性和影响力的前沿媒体。2012年12月11日,中国将迎来入世11周年,《WTO经济导刊》也将迎来创刊10周年纪念日。从本期开始,《WTO经济导刊》将推出创刊十周年专栏,与一直以来关心、帮助《WTO经济导刊》成长的各界人士一起,回顾十年来的价值贡献,探索未来持续见证WTO进程、深刻影响和促进社会进步的责任路径。     

From production to sustainability: Considering the whole household

The recent focus on sustainability as guiding principle for economic activity has generated many, and often conflicting, definitions of sustainable economic development. Yet while the terminology may be new, the discussion is not. Rather it parallels the discussion about biases of economic measurement and valuation concepts which have led to the neglect of the domestic and subsistence contribution of female householdership relegated to the informal sector. This paper argues that the selective focus of economics on narrowly defined productive functions has led to the detrimental neglect of sustaining functions without which production itself would be impaired. Informed by feminist theory, three principles are identified which are essential to the conceptual framework of a sustainable production theory. They are: concretion rather than abstraction, connectedness rather than isolation, and diversity rather than homogeneity. Without deterring from the importance of gender (especially in economics), the discussion of these principles of a sustaining orientation of economics is viewed in a broader context of mind-sets. It is argued that to reframe the relationship between production and sustainability as compatible rather than adversarial requires a broadening of theory, inquiry, and methodology. The voices of women who have gone largely unheard in economics are essential in this refraining process.

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Zusammenfassung Von der Produktion zur Nachhaltigkeit: Die Betrachtung des Haushalts als Ganzes. Die neuere Betonung der Nachhaltigkeit als Leitprinzip für ökonomisches Handeln hat zu vielen — manchmal uneinheitlichen — Definitionen der nachhaltigen wirtschaftlichen Entwicklung geführt. Neu ist bei dieser Diskussion nur die terminologische Seite, die inhaltliche ist es nicht. Vielmehr gleicht sie der Diskussion über unzulÄngliche Konzepte zur ökonomischen Messung und Bewertung, die zu einer VernachlÄssigung des dem informellen Sektor zugeordneten Unterhaltsbeitrages der überwiegend weiblichen haushÄlterischen TÄtigkeit geführt hat. Der vorliegende Beitrag will zeigen, da\ die einseitige Betonung eng definierter produktiver Funktionen durch das ökonomische Denken zu einer schÄdlichen VernachlÄssigung der Unterhaltsfunktionen geführt hat, ohne die die Produktion sehr beeintrÄchtigt wÄre. Ausgehend von feministischer Theorie werden drei Prinzipien identifiziert, die für eine Theorie nachhaltiger Produktion wichtig sind: Konkretisierung statt Abstraktion, Verbundenheit statt Isolation und Verschiedenheit statt Einheitlichkeit. Wenn Produktion und Nachhaltigkeit in neuer Sichtweise nicht mehr nur als gegensÄtzlich, sondern als miteinander vereinbar gesehen werden sollen, so ist dafür eine Ausweitung der Fragestellungen der Theorie und der Methodologie notwendig. Die Stimmen der in der ökonomik weitgehend ungehörten Frauen sind für diese neue Sichtweise sehr wichtig.

     

From CSR to Corporate Citizenship: Anglo-American and Continental European Perspectives

Beginning with the question of who constitutes the firm, this article seeks to explore the historical evolution of concepts such as corporate social responsibility, corporate accountability, corporate social responsiveness, corporate social performance, stakeholder theory, and corporate citizenship. In close parallel to these changes are differences in interpretation from Anglo-American and Continental European perspectives. The author defends that the ultimate reasons behind these differences are of a philosophical nature, affecting both the anthropology and the political theory dominant in each of these cultures. Philosophically, anglo-american culture may be described as individualistic, legalistic, pragmatist and with an understanding of rights as freedom from state intervention. Continental European culture, on the other hand, is more community-oriented, more dependent on unwritten laws or customs, less results-driven or more appreciative of the intrinsic value of activities and with an understanding of rights as freedom to participate in social goods and decisions. In the end, a twist is introduced in the meaning of corporate citizenship: beyond referring to the firm as a citizen of the state, it now signifies and analyzes the rights and responsibilities of the different “citizens” comprising the corporate polity. This new proposal constitutes the author’s normative response to the initial research query.     

From Voids to Sophistication: Institutional Environment and MNC CSR Crisis in Emerging Markets

Why do multinational corporations (MNCs) frequently encounter corporate social responsibility (CSR) crises in leading emerging markets in the new century? Existing research about institutional impacts on MNC CSR has developed a void-based account about how the flawed institutional system allows misdeeds to happen. But the fact that such misdeeds have turned into increasing CSR crises in the new century along with institutional change is rarely taken into account. This paper combines studies of institutional voids, institutional entrepreneurship, and stakeholder theory to develop a concept of institutional sophistication, which refers to both the top-down maturation of the regulatory system that standardizes firm behavior and the bottom-up diversification and intensification of grassroots initiatives that redefine stakeholder membership. Based on this concept, we developed a framework to comprehensively demonstrate how both institutional voids and sophistication drive the MNC CSR crisis in leading emerging markets. Empirically, we established an original database that includes 309 publicized CSR crises encountered by major foreign MNCs in China, India, and Russia, 2000–2011. Through a content analysis, the paper reveals six common sophistication processes that drive the MNC crisis across contexts and also specifies stakeholder strategies that make these processes happen and vary by social problems and national contexts. We also discussed the value of studying corporate social irresponsible behavior in understanding the institution–MNC relationship.     

SMEs and CSR: An Approach to CSR in their Own Words

The academic literature reveals the need to undertake more in-depth field studies in order to discover the organisational culture, the difficulties and the perceptions surrounding CSR in SMEs. This study presents the results of analysis of four case studies on Catalan companies that stand out for their social and environmental practices. The conclusions of this paper are the result of dialogue with the main actors – four medium-sized companies – focusing on their actions, understandings and resistance with regard to CSR. The methodological perspective used was Grounded Theory, with the aim of the study being to contribute towards formalising CSR in SMEs, in their daily practices, by analysing some primary data. The results obtained show how difficult it is for SMEs to understand CSR, beyond the explanation of the specific practices carried out by the companies. They highlight the role played by the values of the founding director in the implementation of CSR programmes; they reveal that SMEs still have a long way to go towards learning how to inform both internal and external stakeholders of their best practices, and; finally, they show the interesting links that SMEs establish between responsible practices, improved competitiveness and economic results. Finally, the text points out the implications that the results of this analysis may have on creating ways of promoting CSR in SMEs. We believe that, in light of the opinions expressed by the companies, public organisations should try to concentrate on creating a favourable framework for responsible competitiveness, as a way to deal with CSR when addressing SMEs.David Murillo is a Researcher at the Institute for the Individual, Corporations and Society (IPES), ESADE Business School, Universitat Ramon Llull and Academic Assistant at the same institution. He is the current coordinator of the SMEs and CSR research field at IPES. He holds a degree in Business Administration, a degree in Human Studies and a diploma in Sociology. He is currently pursuing his PhD in SME CSR.Josep M. Lozano is currently a Professor in the Department of Social Sciences at ESADE, Universitat Ramon Llull and Director of the school’s Institute for the Individual, Corporations and Society (IPES). Co-founder of ética, Economía y Dirección (Spanish branch of the European Business Ethics Network), member of the international Editorial Board of ‘Ethical Perspectives’ and member of the Business Ethics Inter-faculty group of the Community of European Management Schools (CEMS). He has been a highly commended runner-up in the European division of the Beyond Grey Pinstripes Faculty Pioneer Award. Author of Ethics and Organizations. Understanding Business Ethics as a Learning Process. Dordrecht: Kluwer, 2000.     

KD玩具厂:切实履行责任抢占市场先机

落实企业社会责任．对很多处于产业链低价值部分的加工企业来说，必然会增加一些成本负担，这不是针对一家企业的压力，而是对于整个制造业的要求，是大势所趋，只有正面积极地应对，才有可能提高企业的管理水平，提高企业在市场的竞争力，才能寻求向产业价值链的高端转移，获得公司持续发展。[编者按]     

From Passive Beneficiary to Active Stakeholder: Workers’ Participation in CSR Movement Against Labor Abuses

Corporate social responsibility (CSR) movement against labor abuses has gained momentum globally since the 1990s when many corporations adopted codes of conduct to regulate labor practices in their global supply chains. However, workers’ participation in the process is relatively weak until very recently, when new worker empowerment programs are increasingly initiated. Using conceptual tool created by stakeholder theorists, this article examines dynamics and performance of worker participation in implementation process of codes of conduct through a case study of CSR practices of Reebok at one of its footwear supplier factories in south China. Empirical data was collected during 2002–2005 through participant observation, in-depth interviews, and document reviews.     

From Passive Beneficiary to Active Stakeholder: Workers’ Participation in CSR Movement Against Labor Abuses

Corporate social responsibility (CSR) movement against labor abuses has gained momentum globally since the 1990s when many corporations adopted codes of conduct to regulate labor practices in their global supply chains. However, workers’ participation in the process is relatively weak until very recently, when new worker empowerment programs are increasingly initiated. Using conceptual tool created by stakeholder theorists, this article examines dynamics and performance of worker participation in implementation process of codes of conduct through a case study of CSR practices of Reebok at one of its footwear supplier factories in south China. Empirical data was collected during 2002–2005 through participant observation, in-depth interviews, and document reviews.     

企业社会责任:推进和谐社会建设的有力途径——中欧企业社会责任高层论坛纪要

2006年7月12日,由中国——欧盟世贸项目组织、欧盟企业总司联合中国国家发展和改革委员会共同主办了“中欧企业社会责任高层论坛”,为中国推进CSR事业以及中欧之间加强在CSR方面的交流与合作开拓了新的空间。     

融慧责任观察之回眸国网2006报告 国网2006企业社会责任报告：提出了原创的社会责任理论模型

2007年1月,国家电网公司2006年企业社会责任报告以＂企业社会责任报告模式创新＂名列第二届＂中国管理学院奖＂十大获奖企业之列。4年后的今天,作者作为国家电网公司2007年社会责任报告的主创和亲历者,回忆和分析了此份报告的总体框架、创新点,总结了其历史贡献,作者认为,国网2006年报告所提出的企业责任模型,是我国原创企业社会责任研究和实践的重要起点,正是这一模型推动了国家电网公司社会责任工作的不断创新和理论的不断圆熟。王敏（国家电网公司党组成员、副总经理、工会主席,时任国家电网公司办公厅主任）对此评价道：模型的12个责任、48个字,必将成为国家电网公司理念和文化的重要载体和重要财富。     

From quantity to quality: understanding slow fashion consumers for sustainability and consumer education

There is a growing interest in slow fashion, a production method which emphasizes quality as a way of achieving sustainability in the fashion industry. In order to develop a sophisticated and targeted marketing strategy, this study aimed to identify potential slow fashion consumer segments and understand their characteristics. The final 221 completed responses from a sample of nationwide U.S. consumers were analyzed by cluster analysis. Based on consumer orientation to slow fashion, four consumer groups were identified: Highly‐involved in slow fashion group, Conventional group, Exclusivity oriented group and Low‐involved in slow fashion group. The characteristics of each group were profiled according to personal values, apparel consumption behaviours and demographics. With distinctive profiles of each group, different marketing strategies were suggested to address the needs of each group effectively. This study extends academic understanding of slow fashion in consumer perspectives, and provides important perspectives for consumer education on apparel consumption.     

The social responsibility of international business: From ethics and the environment to CSR and sustainable development

This article examines how the international business (IB) literature has addressed social responsibility issues in the past 50 years, highlighting key developments and implications from a historical perspective. Specific attention is paid to the Journal of World Business (JWB), which has covered the whole period and published relevant articles related to these issues, in comparison to the Journal of International Business Studies (JIBS), the other long-standing IB journal. The article outlines that they illustrate different conceptualizations of IB and social responsibility. The 50-year review shows three subthemes: the (green) environment; ethics, rights and responsibilities; poverty and (sustainable) development. These are discussed consecutively, including main contributions and promising areas to further the field.     

To go or not to go,that is the question: Using social influence to reduce hot beverage cup waste

ABSTRACT

While most consumers today feel concerned by environmental issues, the consumption of hot beverage in disposable cups remains very important. In this study, we use influence strategies related to social norms to reduce these behaviors and get consumers to consume their hot beverage in reusable cups. 14373 orders were analyzed and demonstrate that normative messages can be effective to change consumer behavior toward a more responsible choices.     

武田药品：企业社会责任的根本等于公司经营理念

即将迎来创业232周年的武田药品工业株式会社（以下简称“武田”）是一家营销网络遍及包括中国在内的全球70多个国家的跨国性制药企业。本文将从基本方针、推进体制以及作为企业公民所开展的具体工作等方面,介绍武田的CSR实践。     

从共享价值到分享价值

大约3年前,迈克尔·波特的＂创大造共享价值＂理论横空出世,波特说：＂近些年,商业被视为造成社会、环境和经济问题的祸首。公司获得的繁荣,被认为以广泛的社会利益受损为代价。＂这一论断振聋发聩,引人思考。波特随即提出：＂问题解决的途径在于共享价值原则：企业为社会创造价值,应对社会挑战,满足社会需求过程中,创造出巨大的经济价值。＂这犹如一股清风,让人们在迷雾中感受到新的力量,很快,这股清风从微风拂面变成大风起兮云飞扬,尽管不能一下吹散弥漫漫天的雾霾,却让人们清晰地看到了企业未来可持续发展的方向。     

富士施乐：CSR即是经营

2012年,富士施乐迎来了创立50周年纪念。公司自创建以来始终坚持的基本理念是：通过更好的沟通促进客户与社会的理解,并在此基本理念下开展业务。这一经营理念源自施乐公司创始人J．C．Wilson的经营哲学,即“我们的业务目标是通过更好的沟通,实现人与人之间更好的理解”。