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By C. B. Bhattacharya

The company social and environmental accountability circulate, recognized extra as a rule as company accountability (CR), indicates little signal of waning. just about all huge agencies now run a few kind of company accountability application. regardless of this frequent trust that CR can at the same time increase societal welfare and company functionality, so much businesses are mostly at nighttime in terms of knowing how their stakeholders imagine and think approximately those courses. This publication argues that every one businesses needs to know how and why stakeholders react to such information regarding businesses and their activities. It examines the 2 most crucial stakeholder teams to businesses - shoppers and staff - to understand why, while and the way they react to CR. Armed with this perception, it exhibits how businesses can maximize the price in their CR projects by way of fostering powerful stakeholder relationships to improve, enforce and overview compelling social accountability courses that generate worth for either the corporate and its stakeholders

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Extra resources for Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value

Sample text

It allows managers to design and implement CSR programs that make clear to stakeholders how these fit into the company’s mission and benefit the stakeholders. As well, the framework guides managers so that they can effectively and comprehensively assess their CR campaigns’ success and calculate return on CR investment. Finally, by understanding how context influences the entire process, the framework helps managers adapt their CR activities to their unique situation. 40 r Deconstructing CR value Endnotes 1 B.

The value of the framework to managers can be summarized more specifically thus: By defining how stakeholders interpret and respond to CR activity, the framework helps managers configure both their CR efforts and their communication of it to ensure that their CR is focused on issues that are most important to their stakeholders. It allows managers to design and implement CSR programs that make clear to stakeholders how these fit into the company’s mission and benefit the stakeholders. As well, the framework guides managers so that they can effectively and comprehensively assess their CR campaigns’ success and calculate return on CR investment.

A 2009 McKinsey survey asked CFOs as well as investment and CR professionals to name how CR engagement benefits the company. Almost 80% claimed that CR helps a company’s financial performance primarily through building and maintaining a good reputation and/or brand equity; and about 55% claimed that CR helps attract, motivate and retain talented employees. ” Consider, too, the many benefits of CR as cited by Business for Social Responsibility (BSR), each of which is based on stakeholders’ indirect reactions to CR: When done well, CSR builds business value in diverse ways: by enhancing brand image, establishing a more cooperative relationship with government regulatory agencies, and garnering the interest of investors who are interested in issues related to sustainability.

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