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Mission or Business

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'a corporations social responsibility focuses on the economic, ... for people with disabilities, international cooperation and exchanging ideas. ... – PowerPoint PPT presentation

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Title: Mission or Business


1
Mission or Business?
  • To make business out of Corporate Social
    Responsibility
  • CSR and branding
  • Interest for CSR among our customers

2
  • Ola Löhman, CEO CSR Stockholm
  • Ramon Ollé, CEO Epson Europe
  • Pär Larshans, HR Director, Max Hamburger
    Restaurants

3
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4
  • Ola Löhman, CEO CSR Stockholm

5
  • Ola Löhman, CEO CSR Stockholm
  • Ramon Ollé, CEO Epson Europe
  • Pär Larshans, HR Director, Max Hamburger
    Restaurants

6
Ola Löhman ola_at_csrstockholm.se
070-657 33 40
7
CSR
Corporate social responsibility, Sustainability,
Corporate citizenship, Corporate Responsibility,
CORPORATE GOVERNANCE, Corporate philantropy, The
good corporation, Business ethics Values,
Charity, Sustainability
8
179
9
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10
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
11
CITIZENSHIP
ETHICS
LEGAL
PROFIT
12
CITIZENSHIP
ETHICS
Do what is right Avoid doing harm Managing
expectations Stakeholders
LEGAL
PROFIT
13
3C
14
Capital
Customers
Competence
15
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16
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17
  • 78 Brand Reputation
  • 58 Motivate employees
  • 48 Marketposition
  • 47 License to operate

18
Commercials Public Relations a small part of
what communicates .
19
..but it builds expectations
20
54
52
Expectations
  • Expectations for CSR continue to grow

49
9
3
Performance
1
2001
2003
2005
21
54
52
Expectations
  • Expectations for CSR continue to grow
  • Rating of industry CSR performance continues
  • to drop

49
9
3
Performance
1
2001
2003
2005
22
HIGH
Concern to external stakeholders
MEDIUM
LOW
HIGH
LOW
MEDIUM
Current impact on company
23
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24
GLOBAL BUSINESS DISABILITY INITIATIVE
25
Ola Löhman ola_at_csrstockholm.se
070-657 33 40
26
Draft 0.1 Brand StrategyWorkability International
  • June 15 2007

27
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

28
Project Plan
Survey
WBImeetingSept 2007
DraftCirkulation
WBImeetingSept2008
Implement..
TestAudit
29
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?

30
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.
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