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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

Strategic Corporate Social Responsibility

28 January 2009

Professor Kellie A. McElhaney


Today s agenda
Today’s Agenda

  • CSR Happenings

  • The Projects


Csr happenings
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.


Csr happenings1
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


Csr happenings2
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


The project teams
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


The project deliverables
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


Initial contact meeting
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


Scope refinement
Scope Refinement

  • One clear problem/ opportunity statement

  • Let’s work on this now.


Letter of engagement
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


Weekly status reports
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


Project plan
Project Plan

  • Outlines plan of attack

  • Defines sources of data

  • Lists milestones

  • Due Feb. 13 to GSI


Gsi meeting
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


Interim in class preso
Interim in-Class Preso

  • Develop framework for final preso

  • 8-10 slides, 20% of project grade

  • Overview of project, research, preliminary findings

  • March 18


Professor meeting
Professor Meeting

  • “State of the Project”

  • Discuss preliminary findings and recommendations

  • Weeks of April 6 & 13, will pass out sign-up sheets


Final presentations
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


Final deliverable
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


Project success factors
Project Success Factors

  • Clearly defined scope

  • Clear team roles

  • Meet project milestones

  • Handle challenges early

  • Clear and consistent communication

  • Form, norm, storm, reform


For monday
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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