With product information and company practices widely available on the Internet, companies have more accountability than ever before. In the IBM white paper, "Attaining sustainable growth through corporate social responsibility," you'll see how corporations can differentiate their brands and reputations by helping to maintain society's wellbeing. Plus, you'll learn how corporate social responsibility can generate significant returns.
IBM Global Business Services
IBM Institute for Business Value
Corporate Social Responsibility
Attaining
sustainable
growth through
corporate social
responsibilityIBM Institute for Business ValueIBM Global Business Services, through the IBM Institute for Business Value, develops fact-based strategic insights for senior executives around critical public and private sector issues. This executive brief is based on an in-depth study by the Institute's research team. It is part of an ongoing commitment by IBM Global Business Services to provide analysis and viewpoints that help companies realize business value. You may contact the authors or send an e-mail to iibv@us.ibm.com for more information.
Attaining sustainable growth through
corporate social responsibility
By George Pohle and Jeff Hittner
A growing body of evidence asserts that corporations can do well by
doing good. Well-known companies have already proven that they can
differentiate their brands and reputations as well as their products and
services if they take responsibility for the well-being of the societies and
environments in which they operate. These companies are practicing
Corporate Social Responsibility (CSR) in a manner that generates
significant returns to their businesses.
Introduction bring about social change. As a result, sustain-Corporate Social The Internet has already triggered lasting ability, both for societies and enterprises, will Responsibility is the way change in the structures of industries and the require mutual accountability - a more collab-ways businesses create value. Today, ubiqui- orative relationship that allows each party to companies manage their tous connectivity is creating new relationships reach a shared understanding and thrive.businesses to produce an among businesses, customers, employees overall positive impact This collaboration takes place during a time of and partners. People now have access to on society through increased visibility of corporate actions; a time massive amounts of information - and opin- when customers' perceptions of companies economic, environmental ions - about products and company practices. and their consequent purchasing behaviors and social actions. This information is available in every part of are fundamentally changing. And because the globe, every minute of every day. that means significant financial impact for But the Internet does more than spread infor- businesses, CSR is no longer viewed as just a mation. It's also a place where people get regulatory or discretionary cost, but an invest-together to discuss and organize activities to ment that brings financial returns.
Attaining sustainable growth through corporate social responsibilityOur survey of 250 business leaders worldwide The CSR surveyfound that businesses are wasting no time in IBM's global survey was conducted to gauge interpreting these implications and acting on just how deeply the CSR issue has penetrated them: When companies talk about CSR, they the core of the corporation - its strategies and tend to describe it in terms of philanthropy. Our operations. We surveyed more than 250 busi-survey, however, found that businesses have ness executives worldwide. actually assimilated a much more strategic view; 68 percent are now utilizing CSR as an Our analysis led us to three dynamics that opportunity and a platform for growth. companies should understand and act upon in dealing with CSR. These dynamics are:Based on our conversations with business . Impact for business - From cost to growthleaders and our own survey of their actions and expectations, it appears incontrovertibly . Information - From visibility to transparencytrue that business executives are starting to . Relationships - From containment to see CSR as a sustainable growth strategy. engagement
It's equally true that the more advanced This study will examine each of these view of CSR demands significant long-term dynamics individually and make recommenda-commitment, and definition (or re-definition) of tions that will help companies in their journey corporate values. It can also require wholesale to achieve sustainable growth through CSR. changes to the ways companies operate. Connectivity in actionFinally, it will require a finely honed appre- All over the world, new communication... [download for more]
