Corporate Social Responsibilities

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Book Review

Reviewer:Ida Krisnawati

Research AssistantWidia Research Center

Tuesday, September 18, 200715:00 – 17:00

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Corporate Social Responsibilities

Doing The Most Good for Your Company and Your

Cause

Philip Kotler & Nancy LeeWiley, 2005

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We All Want A Better World

Pertamina.com Pertamina.com

telkomsel.com

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What is

Corporate social responsibility is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources. (Kotler)

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Why?•Increased sales and market share

•Strengthen brand positioning

•Improved corporate image and clout

•Increased ability to attract, motivate, and retain employees

•Decreased operating costs

•Increased appeal to investors and financial analysts

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Socially Responsible Business Practices

CommunityVolunteering

Corporate Philanthropy

Corporate SocialMarketing

Cause-RelatedMarketing

Cause Promotions

CSR

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Cause Promotions

Increase awareness and concerns about social cause

Support fundraising The Body Shop: animal testing for

cosmetics: printed material, badges, petitions, website, PR, labeling

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Cause-Related Marketing

Donating a percentage of revenues to a specific cause based on product sales

Lifebuoy berbagi sehat

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Corporate Social Marketing

Behavior change focus Anlene jalan sehat Ayo minum susu - indomilk

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Corporate Philanthropy

Most traditional corporate social initiatives

Direct contribution to a charity Telkomsel peduli banjir

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Community Volunteering

Corporation support employee to volunteer their time support local community

Stand alone IBM one on one mentoring of students

by IBM volunteer employee

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Socially Responsible Business Practices

Conduct discretionary business practices to improve community well-being

Motorola waste reduction: recycling process redesign

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Evaluating Efforts

Develop & Implement Plans

Select initiatives to support

issues

Choosing Social Issues

to Support

Best Practices

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Recommendations

Develop list of social issues. Be specific Short list corporations that have connection with Approach corporation Listen to their business needs Share and find out most appealing issues Prepare & submit proposal Participate in developing plan Offer to handle adm. Work Assist in measuring outcome Provide recognition for the corporation’s conribution