从联想集团的社会责任转型看战略CSR理论

战略企业社会责任理论是哈佛管理学大师波特等人提出的最新的企业社会责任理论。理论的核心理念是企业执行社会责任应与自身业务紧密结合,利用专业优势提高执行效率和质量;并将执行社会责任与提高企业的长期竞争优势结合起来。为此该理论还提出一系列执行原则。本文结合联想集团的CSR转型,阐述了该理论的精髓。     

统筹推进国有企业承担社会责任的机制和措施——以上海国有企业为例

企业承担社会责任是参与全球竞争的准入证。上海国有企业数量、规模庞大，同时上海作为中国市场经济环境的试金地，国有企业应率先承担社会责任。通过实证调查，有利于了解和掌握上海国有企业在理解和承担社会责任方面的基本情况，在此基础上深入探讨相关问题，可就统筹推进上海国有企业承担社会责任的机制和措施提出相关政策建议．     

企业效益提升与社会责任关系之浅见

企业社会责任是指企业在谋求股东利益最大化之外所应承担的维护和增进企业的其他利益相关者的利益的义务.企业社会责任是否会损害企业效益一直以来成为企业社会责任存在的正当性所进行争论的焦点问题之一.文章通过对效益的辩证理解及对企业社会责任的辩证分析的基础上得出的结论是:企业社会责任有利于企业效益的提高,而不是损害企业效益--只要我们正确理解效益的含义和衡量标准,正确理解企业社会责任,正确履行企业的社会责任.     

零售企业社会责任的地区差异:以沃尔玛为例

本文从CSR的四个维度分析了世界领军零售企业沃尔玛在不同国家(中国、巴西和美国)CSR的不同活动项目。发现了同一个跨国零售企业在不同地区即处于不同经济发展状态以及不同文化背景的国家中所实施的CSR项目会存在一定的差异。这种差异是为了迎合不同国家的政府以及消费者对CSR行为不同的感受、看法以及反应。本文通过分析研究这种差异希冀能为中国的跨国企业提供一定的启示:企业在策划和实施CSR活动时一定要充分考虑当地的具体情况,比如政府政策、人口特点、地理特征、历史概况、教育水平以及经济发展水平等诸多因素。     

国际著名品牌的中国公关策略:一个社会责任的视角

本研究以公共关系的社会责任伦理观为研究视角，探讨了国际著名品牌在中国的本土化公关策略。研究发现：第一，十大国际著名品牌在中国大陆的本土公关活动主要以公益性的宣传支持和慈善性的社会捐助为主，以政治性沟通合作和社区志愿者活动为辅，同时兼及伦理型商业实践和文化型娱乐活动，而关联性的公益营销较少开展。第二，社会责任型公关活动，在品牌关系建立、品牌文化推广、品牌形象塑造和品牌战略确定等四个方面，发挥了主要和积极的作用。     

内部治理、盈利能力和成长能力与企业社会责任的实证研究——基于我国电力行业上市公司的经验数据

利用电力行业A股上市公司2012年第一季度的数据,本文对企业内部治理、企业盈利能力和成长能力与企业社会责任的相关关系进行实证研究.研究发现:从净效应模型来看,企业内部治理中,董事会规模和企业社会责任之间呈显著负相关；流通股比例与企业社会责任之间呈显著负相关.企业盈利能力和成长能力与企业社会责任之间呈显著正相关.从综合效应模型来看,只有企业盈利能力与企业社会责任之间呈显著正相关,内部治理各变量和成长能力未能通过检验.因此,电力行业上市公司应进一步优化内部治理结构,不断提升自主创新能力,优化企业盈利模式和建立多元化盈利渠道,优化资本结构,提升企业盈利能力和成长能力,从而更好地履行企业社会责任.     

Retailers' management of corporate social responsibility (CSR) in their supplier relationships – does practice follow best practice?

The aim of this study is to further explore (a) the extent to which retailers deploy corporate social responsibility (CSR) best practices to ensure social and environmental sustainability in international supplier relationships and (b) the association between firm characteristics and the retailers' CSR activities in the supply chain. As a first step, the study identifies eight best practices based on earlier research and the authors' qualitative studies of IKEA. As a second step, a survey of Swedish retailers was conducted. The results of the study suggest that a significant amount of the actors in the Swedish retail sector do not follow the majority of best practice as outlined and discussed in this study. Furthermore, it is found that sector belonging has a considerable impact on the extent that a retailer follows best practice, while firm size and internationalization experience also have a significant, albeit limited, impact on retailer behavior.     

Cause‐Related Marketing from the Nonprofit's Perspective: Classifying Goals and Experienced Outcomes

This research examines the cause‐related marketing (CRM) experience from a nonprofit (NPO) perspective, using qualitative and quantitative methods. U.S. NPO managers with direct CRM experience (n = 154) participated. Results demonstrate that NPOs have both first order (immediate financial support) and second order (less tangible, longer term) goals when undertaking CRM, and that they generally realize these outcomes, though not always. NPOs primarily seek event support, networking opportunities and public awareness, followed by funding opportunities, with less emphasis on gaining business expertise. This research extends the framework of Gourville and Rangan (2004 Gourville, J. T. and Rangan, V. K. 2004. Valuing the cause marketing relationship.. California Management Review, 47: 38–57. [Crossref], [Web of Science ®] , [Google Scholar]) by offering a more precise, differentiated model.     

Social Justice and Varieties of Capitalism: An Immanent Critique

This article emphasises how labour codes of conduct mediate a series of complex and evolving power relations that span the politics of consumption through to the politics of production. It argues that codes of conduct not only reflect an uneven division of labour – in which firms are stratified in size, productivity and labour conditions – but actively shape it. Using examples drawn from light-manufacturing industries in China, it illustrates how labour codes of conduct feed into these processes of uneven development. In their reaction to the implementation of codes of conduct across global supply chains, some Chinese suppliers at the higher tiers of industrial structure have sought to substitute capital for labour as a way to increase productivity beyond abusive labour conditions. Simultaneously, many smaller firms at lower tiers that are reliant on cut-throat forms of discounting have evolved elaborate schema of falsifying code of conduct processes and reports. Finally, mid-tier firms tend to display a strategically partial degree of compliance. Code provisions that empower workers to self-organise are commonly undermined because such trends threaten the very political basis upon which the restructuring the global division of labour over the past four decades has been predicated.     

Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR

ABSTRACT

Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers’ perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed than company-generated CSR communication on social media. Through qualitative inquiry, the study identified that unique characteristics of social media, such as system-generated cues, lead UGC to be more believed than company-generated content, shaping perceived legitimacy. The study indicates the risks of communicating CSR through social media may be greater than previously suggested. It identifies recipient-related conditions under which these risks can be minimised.