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Strategic Corporate Social Responsibility

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  1. Strategic Corporate Social Responsibility 28 January 2009 Professor Kellie A. McElhaney

  2. Today’s Agenda • CSR Happenings • The Projects

  3. CSR Happenings • Web 2.0’s Power in Haiti • New Interactive Charity Website Allows Donors to Build AIDS Orphanage • https://wecanbuildanorphanage.com/ • U.S. Businesses Purchase Record Amount of Renewable Energy in 2008 • 2008 saw record voluntary purchases of Green-e(R) Energy Certified renewable energy by businesses in the Green-e Marketplace program, led by Intel Corp, PepsiCo, and Mohawk Paper. Intel made the largest purchase of renewable energy in history, with a 1.3 million megawatt-hour (MWh) purchase in January. PepsiCo was the second-biggest purchaser.

  4. CSR Happenings • Good Fit: Dallas Thanks Sherwin-Williams; 1,200 Sherwin-Williams Associates - Painting A Brighter Future in One of America's Largest Painting Projects • In one of the nation's largest volunteer painting projects 1,200 Sherwin-Williams employees (NYSE: SHW) from across America and Canada covered 10 Dallas nonprofit agencies with 7,200 hours of elbow grease and 1,000 gallons of paint, in an effort to make a difference during a day of community service. • Bad Fit: Jiffy Lube(R) Seeks to Raise $1.5 Million for American Heart Association’s Go Red For Women(TM) Movement • More than 85 percent of Jiffy Lube locations across the U.S. will participate in the Jiffy Lube Maintenance Partners for Life campaign

  5. CSR Happenings • Deloitte White Paper, "The Green Gap" Explores Nine Pitfalls Companies Should Consider to Ensure their Sustainability Efforts are Delivering Shareholder Value • Pitfall #1: Confusion from the start • Pitfall #2: The missing link—organizational DNA • Pitfall #3: Pursuing without priorities • Pitfall #4: Baseless progress • Pitfall #5: Lifecycle analysis paralysis • Pitfall #6: The lone rider • Pitfall #7: Lacking leadership • Pitfall #8: Communicating too early or not at all • Pitfall #9: Betting on the consumer

  6. The Project Teams • Better Place • Kavita Vora, Jessica Shipley, Jon Wiesner • Disney • Jennifer Brown, Mahta Eghbali, Margaret Yang • Dow (Supplier) • Jesse Nishinaga, Tom McMennamin • eBay (web 2.0) • Jon Burns, Mili Mital • Levis (stakeholder) • Hanna Davies, Dana Redford • Nokia • Sakret Misra, Champa Gujjanudu • PACT • Stefan Jacob • SustainAbility • Erik Kiewiet de Jonge, Jeff Shah • Wal-Mart • Megan Ryskamp, Kathryn Wendell, Omar Garriott • Levi (products) • Julia Sanders, Ian Hepworth

  7. The Project Deliverables • Initial Contact/ Meeting • Scope Refinement • Letter of Engagement • Weekly Status Reports • Project Plan • GSI Meeting • Interim in-Class Preso • Professor Meeting • Final Presentations • Final Deliverable

  8. Initial Contact/ Meeting • Email liaisons today • Introduce team, send resumes, share contact information, request first meeting/ call {ideally within the week} • Set agenda • Build teams’ credibility • Designate one liaison point of contact • Listen and learn • Ask questions • Refine scope • Read company’s CSR report/ web site/ annual report

  9. Scope Refinement • One clear problem/ opportunity statement • Let’s work on this now.

  10. Letter of Engagement • Clear project scope statement • Clear expectations of project plan, research methods, deliverables, expectations • Draft Feb. 6 to GSI • Due Feb. 11 to GSI, client

  11. Weekly Status Reports • Submitted every Friday to GSI & Liaison • Tasks completed this week • Tasks for next week • Outstanding issues/ actions needed • First one due Feb. 6

  12. Project Plan • Outlines plan of attack • Defines sources of data • Lists milestones • Due Feb. 13 to GSI

  13. GSI Meeting • Meet as an entire team • Check in on project plan, status reports, access to data • What can we do to optimize success? • Speak up if challenges • Weeks of March 2 & 9, will pass around sign-up sheets

  14. Interim in-Class Preso • Develop framework for final preso • 8-10 slides, 20% of project grade • Overview of project, research, preliminary findings • March 18

  15. Professor Meeting • “State of the Project” • Discuss preliminary findings and recommendations • Weeks of April 6 & 13, will pass out sign-up sheets

  16. Final Presentations • Invite company liaison(s) • 30% of final project grade • Formal management presentation • All students will attend, ask difficult questions • Incorporate feedback in to final deliverable • Weeks of April 27 and May 4th

  17. Final Deliverable • Typically extended powerpoint deck • Cite all sources • Include and raw data requested • Match back to LOE • One hard, one electronic copy, due May 11

  18. Project Success Factors • Clearly defined scope • Clear team roles • Meet project milestones • Handle challenges early • Clear and consistent communication • Form, norm, storm, reform

  19. For Monday • Unbundling CSR: JGB Part One, When Social Issues Become Strategic; Changing the Game • CSR Strategy & Tools for Wednesday (syllabus-listed readings) • Will discuss CSR Strategy Analysis Assignment, due Feb. 23