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CSR Initiative Renu Gupta, India

December, 2012

AGENDA
What is CSR Why CSR Business Benefits
Human Resources Risk Management Brand Differenciation License to Operate

Beyond CSR Where CSR CSR : Advantage WinShuttle

Corporate Social Responsibility (CSR)


Also called : Corporate Conscience Corporate Citizenship Social Performance Sustainable Responsible Business Triple Bottom Line
(people, planet, profit)

It is a form of corporate selfregulation, integrated into a business model. CSR is now a main-stream approach to busines

CSR Definition 1
European Union : [CSR is] a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis.

CSR Definition 2
World Business Council for Sustainable Development : We define CSR as business commitment to contribute to sustainable economic development, working with employees, their families, the local community, and society at large to improve their quality of life.

CSR Definition 3
The Kennedy School of Government (Harvard University), CSR Initiative :
The term [CSR] is often used interchangeably with others, including corporate responsibility, corporate citizenship, social enterprise, sustainability, sustainable development, triple-bottom line, corporate ethics, and in some cases corporate governance. Though these terms are different, they all point in the same direction: throughout the industrialized world and in many developing countries there has been a sharp escalation in the social roles corporations are expected to play.

What is CSR
An idea whereby companies integrate economic, social, and environmental concerns in their business operations
Exchange Rates Consumer Confidence Interest Rates
Economic

Governance
Climate Change
Waste
Environment Social

Regulation / Policy
Corruption Communities

Biodiversity Resource Use Human Rights

Labour / Workplace

CSR National Reporting Requirements


India Norway Denmark Sweden UK Netherlands Canada

France

South Africa
Australia

Are moving from voluntary to mandatory

Why CSR Business Benefits


Business case rests on arguments of : Research shows that social / environmental performance, and financial performance are related
Brand Differentiation Human Resources Risk Management

License to Operate

Why CSR Human Resources


A CSR program can be an aid to recruitment and retention, particularly within the graduate student market Potential recruits often ask about CSR policy during interview; a comprehensive policy can give an advantage CSR can help improve the perception of a Company among its staff, especially through payroll giving, fundraising activities, and community volunteering
CSR encourages customer orientation among frontline employees
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Human Resources Staffing Thrust Areas


Could include :
Gender Diversity Differently Abled Weaker Sections Support

Would lead to :
Higher retention Better work culture Branding USP

Greater sensitivity amongst all stake-hold

Why CSR Risk Management


Managing Risk is a central part of Corporate Strategy Reputations built up over decades can be ruined in hours, by incidents such as corruption scandals

These can draw unwanted attention from regulators, courts, governments, and media

Building a culture of doing the right thing can offset these risks
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Why CSR Brand Differentiation


It can be a USP in a competitive market environment An imaginative CSR Program can help capture client mind-share It can help in building long-term customer loyalty, based on distinctive ethical values

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Why CSR License to Operate


It is desirable to avoid outside interference in a company, by taxation or regulation officials
Substantive voluntary steps taken by a company can be a pre-emptive measure to convince governments and civil society Issues addressed would be health, safety, diversity, environment, labor standards

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Beyond CSR CSV


Central premise of Creating Shared Value is that the competitiveness of a company and the health of the communities around it are mutually dependent. Companies can create Shared Value opportunities in 3 Re-conceiving Products and Markets ways :
Re-defining Productivity in a value chain Enabling local cluster development

CSV acknowledges trade-off between short term profitability and social / environmental goals. Focuses on competitive advantage from building a social value preposition into corporate strategy.

Evolving as of 2011, with Michael Porter at HBS

Where CSR

Community initiatives in :
Education Healthcare Livelihood generation Environment

Value

Where should CSR resources be spent


Purpose Impact
Creating shared value Fundamental strategic & operational impact

Benefits
Shared value (Business, institutions, community) Promotes competitiveness and innovation Promotes sustainable business model Integrates business into community Develops Human Capital Incorporated into business strategy

CSR as Value Creation

CSR as e Risk Manageme nt CSR as Philanthrop y

Complianc

Medium to high strategic & operational impact


Little strategic & operational benefit

Mitigates operational impact Mitigates operational risk Supports external relationships Corporate Philanthropy & Sponsorship Short term benefits / not always sustainable Limited funds available Limited impact; budget allocated among many charities Corporate competencies / assets are not fully utilized Misalignment between business and social responsibility strategies / functions Results in minimum business and social impact of Programs

Providing funding & skills

CSR Advantage WinShuttle

Risk Mitigation
HR Impact Proactive Compliance

Brand Building
License to Operate

Higher Valuations

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Thank You (And lets shoot for it now,)

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