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Strategic Corporate Social Responsibility

Strategic Corporate Social Responsibility. 28 January 2009 Professor Kellie A. McElhaney. Today’s Agenda. CSR Happenings The Projects. CSR Happenings. Web 2.0’s Power in Haiti New Interactive Charity Website Allows Donors to Build AIDS Orphanage https://wecanbuildanorphanage.com/

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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

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