Corporate Social Responsibility And Corporate Development

　   enterprise Social responsibility must be closely linked with business interests. In the short run, enterprises have to pay costs and costs to fulfill their social responsibilities, but in the long run, social responsibilities will not become the shackles to prevent their development and growth, but also should be consistent with the long-term economic benefits of enterprises.

Corporate social responsibility (CSR, corporate)   Social   It must be closely related to business interests. In the short run, enterprises have to pay costs and costs to fulfill their social responsibilities, but in the long run, social responsibilities will not become the shackles to prevent their development and growth, but also should be consistent with the long-term economic benefits of enterprises. If you invest a part of your profits here, you will reduce your profits in the short term, but in the long run, you can maximize the benefits of the enterprise. It is a common view that fulfilling social responsibility can enhance one's image and reputation, attract and retain employees. However, this view only stays in the superficial sense of social responsibility. Further, social responsibility should be promoted to the strategic level, become the advantage of "differentiation" of enterprises and improve the core competitiveness of enterprises.

In the United States, famous ice cream brands Ben  &  Jerry   s It reflects the relationship between social responsibility and business value. Ben  &  Jerry   S was born in Vermont in 1978. Its products are famous for their mellow taste and novel taste. For enterprises“   "Sense of humor" and "social responsibility" to make ice cream corporate culture. Ben  &  Jerry   S embodies the social responsibility in the "three missions" of enterprises: the best quality, the mission of not harming the environment and economy in the production process; The social mission of creating benefits for the growth and development of shareholders and employees; Innovative ways to improve the quality of life in the community, in the country and in the international community. In order to realize this vision, the enterprise has tried many ways: to buy fruit from pasamacodi Indians who are trying to develop tribal resources in Maine, and to buy from indigenous people who make a living by planting Brazil nuts and cashew nuts in the South American rainforest, rather than by cutting down trees and selling them. It is through the attention and promotion of corporate social responsibility that enterprises have established the image of "public welfare brand". At the same time, Ben  &  Jerry   S donates 7.5% of its pretax profit to charity annually.

At the same time, the investment in social responsibility has brought huge returns to it  &  Jerry   S's price is higher than Haagen Dazs, becoming the representative of high-end brand. The company's concern and commitment to social mission is directly related to employee satisfaction. The employee turnover rate of the company is significantly lower than the average level of American workers.

At home, though like Ben  &  Jerry   There are not many companies that are oriented to fulfill their social responsibilities, but there are also many examples of enterprises trying to repay the society, establishing a good image and creating rich profits.

After the Wenchuan earthquake in 2008, in the party jointly held by several ministries and commissions and CCTV, the donation of 100 million yuan from Guangdong jiaduobao group immediately attracted the attention of TV viewers who had been hiding behind the media public. Ten minutes later, a netizen posted a post on Tianya community: the official website of Guangdong jiaduobao group was "paralyzed" due to the crowd of netizens.   A "ban" Wang Laoji Almost every major website and community can see "let Wang Laoji disappear from China's shelves! Kill him Wait for the post“ Wang Laoji who bought all the supermarkets! Buy one from the last one! "“ Let it disappear from the front of everyone Such as this kind of "anti talk" of "block Wang Laoji" initiative quickly became the most popular post at that time. For a while, jiaduobao company was not only a household name, but also sold out the canned Wang Laoji on the shelf. Due to jiaduobao's outstanding performance in social responsibility, Wang Laoji's single product sales exceeded 10 billion yuan in 2008. In the environment of fierce competition for canned drinks, the sales volume of jiaduobao canned Wang Laoji beverage has surpassed that of canned Coca Cola and become the best-selling canned beverage in China.

The opposite case is the "donation door event" of Vanke Real estate. Compared with the sales of 46 billion yuan in 2007, the donation of 2 million yuan is hard for the public to accept. Wang Shi then put forward in his blog "2 million yuan has fulfilled the enterprise's responsibility, the employee's donation is limited to 10 yuan" and "don't let the donation become a kind of burden", which caused a great stir in the public opinion circles. Some netizens even called on netizens not to buy Vanke's houses and stocks, so that Vanke's image "collapsed" in the earthquake. Under the pressure of public opinion, on May 20, 2008, Vanke announced that the board of directors approved the company to participate in the post disaster recovery and reconstruction work in the earthquake stricken areas within the limit of 100 million yuan. The work is purely public welfare and does not involve any commercial development. The 100 million yuan will be spent annually within 3-5 years according to actual needs. However, after the announcement, the public was still not satisfied, saying that Vanke's move was intended to "deceive".

In fact, there is no fault in Vanke's speech behavior, but this kind of untimely practice has indeed caused a great negative impact on the image of Vanke, which has been maintaining a healthy company.

These two examples let us see the huge economic value of fulfilling social responsibility. When enterprises fulfill their social responsibilities, they should be included in the development plan of the company. Of course, the realization of commercial value must start from its own situation and become a continuous process. Otherwise, the simple huge donation is just a temporary sensation. Whether it can bring long-term value to the development of the enterprise depends on the understanding of the enterprise itself.