Mission or Business

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Mission or Business?

• To make business out of Corporate Social
  Responsibility
• CSR and branding
• Interest for CSR among our customers

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• Ola Löhman, CEO CSR Stockholm
• Ramon Ollé, CEO Epson Europe
• Pär Larshans, HR Director, Max Hamburger
  Restaurants

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• Ola Löhman, CEO CSR Stockholm

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• Ola Löhman, CEO CSR Stockholm
• Ramon Ollé, CEO Epson Europe
• Pär Larshans, HR Director, Max Hamburger
  Restaurants

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Ola Löhman ola_at_csrstockholm.se
070-657 33 40
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CSR
Corporate social responsibility, Sustainability,
Corporate citizenship, Corporate Responsibility,
CORPORATE GOVERNANCE, Corporate philantropy, The
good corporation, Business ethics Values,
Charity, Sustainability
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179
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a corporations social responsibility focuses on
the economic, financial, legal and ethical
expectations society has at a given point in
time A.B Carroll 1979
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CITIZENSHIP
ETHICS
LEGAL
PROFIT
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CITIZENSHIP
ETHICS
Do what is right Avoid doing harm Managing
expectations Stakeholders
LEGAL
PROFIT
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3C
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Capital
Customers
Competence
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• 78 Brand Reputation
• 58 Motivate employees
• 48 Marketposition
• 47 License to operate

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Commercials Public Relations a small part of
what communicates .
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..but it builds expectations
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54
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Expectations

• Expectations for CSR continue to grow

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3
Performance
1
2001
2003
2005
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54
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Expectations

• Expectations for CSR continue to grow
• Rating of industry CSR performance continues
• to drop

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3
Performance
1
2001
2003
2005
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HIGH
Concern to external stakeholders
MEDIUM
LOW
HIGH
LOW
MEDIUM
Current impact on company
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GLOBAL BUSINESS DISABILITY INITIATIVE
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Ola Löhman ola_at_csrstockholm.se
070-657 33 40
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Draft 0.1 Brand StrategyWorkability International

• June 15 2007

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Objektives

• Overall objectives
• Increase the number of members within WBI
• Contribute to increase the employment and work
  for people with disabilities
• Project objectives
• A proposed strategy for a broader use of WBI
  Brand
• Proposed rules for use of WBI Brand
• Create awareness of the WBI Brand among the
  member organizations
• Create a platform for further communications

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Project Plan
Survey
WBImeetingSept 2007
DraftCirkulation
WBImeetingSept2008
Implement..
TestAudit
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Questionnaire

• 1. What does the Workability International brand
  mean to you?
• 2. Does it add value to your organization? Does
  it open any doors for your organization?
• 3. What do you think the vision of Workability
  International is? What do you think the
  organization want to achieve?
• 4. Are there any gaps between the desired image
  of Workability International and its actual
  image?
• 5. Do you use the Workability International logo
  on any of your marketing material, websites or
  business stationary?
• 6. Do you plan to use the Workability
  International logo on any of the above in the
  future?
• 7. What is your vision for the future of the
  Workability International brand? How could it be
  of maximum value to you and your organization?

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Conclusions

• The Workability International brand signifies
  employment for people with disabilities,
  international cooperation and exchanging ideas.
• 50 per cent of the respondents believe that WBI
  add value, the other half dont. Few believes it
  opens any doors.
• There is an agreement among the respondents on
  WBIs vision and what they believe the
  organization want to achieve champion the right
  of people with disabilities worldwide, especially
  in the field of employment.
• The brand Workability International is considered
  too unknown among all respondents.
• The actual image of the organization is lots of
  talking and processing and little action.
• Hardly anyone of the members uses the Workability
  International logo on their materials, but they
  could eventually do so.
• The respondents whish to see a more active and
  visible organization with more substance. This is
  believed to enhance its influence and voice in
  matters concerning employment of people with
  disabilities.