Corporate Social Responsibility Memo Research Proposal
Pages: 5 (1547 words) · Style: MLA · Bibliography Sources: 6 · File: .docx · Level: College Senior · Topic: Business
Corporate Social Responsibility Memo
TO: CEO, Mead Johnson Milk Powder
FROM: Vice-President of Ethics and Governance
SUBJECT: Corporate Social Responsibility: Protecting Public Health and
Working for Change
The scandal surrounding the contaminated milk has been discussed
across the world (Branigan, 2008). This has decreased our credibility as a
company. Mead Johnson Milk Powder must play a more important role in
implementing Corporate Social Responsibility. The company must make proof
of its preoccupation for the community in which it activates.
Our company finds itself in a situation where all fingers are pointing
at our competitors, and our image is associated with this scandal. However,
this situation can be turned in our favor. Although this situation may have
started as a threat to our company, it can be easily transformed in an
opportunity that we can exploit to the benefit of our company and of our
community.
However, before taking any action, one must clearly understand what
CSR means. By CSR one usually understands the company's obedience towards
law, ethical standards, and other national or international regulations. In
other words, CSR represents the responsibility revealed by the company
regarding matters like the repercussions that the company's actions have onGet full
access
for only $8.97. the stakeholders. The most important stakeholders for our company are
represented by customers, employees, the public, authorities, the community
in which the company activates, and the environment (Jensen, 2004).
But CSR is not limited to the situations mentioned above. CSR means
that the company, corporation, or organization in case must actively
participate in the life of the community, it must show a clear and active
interest regarding the growth of the community. Also, the company must not
make use of any unethical practices. Such practices include activities that
environment.
In other words, the company must include in its agenda of the decision
process activities that concern the public. Profit should not remain the
only concern of the company. Or better said, the company must avoid
following the shareholder theory and to start implementing a strategy that
is clearly based on the stakeholder theory.
Another aspect of high importance is represented by the measurement of
CSR. It is difficult to quantify the effects of CSR. The qualitative
effects of CSR implementation are much more visible (Sweeney, 2006). In our
case, visible effects of integrating CSR in our company's strategy are
intended to consist in increasing the health level of our consumers.
Once our company achieves this objective, we should orient the
company's future strategies in a direction that focuses on protecting
public health. Given the scandal surrounding our competitors and the
suspicions that are likely to be directed towards our company as well, it
will be very productive to position ourselves as a company that puts public
interest on the first position of our preoccupations.
The benefits of implementing CSR are numerous. However, they will not
produce effects immediately, as the benefits are considered to be medium
term and long term ones (BusinessLink, 2009). One of the most important
benefits of CSR is represented by the solid reputation that our company
would be able to build.
However, it takes time to build such a reputation, but the efforts
will be worth it on long term. The fact that our company would have the
reputation of a company that is always doing the right thing, that is not
always oriented towards profit only, and that is actively concerned in the
life of the community would increase the number of customers and it would
significantly increase customer loyalty (Cuizon, 2009).
It has been observed in other markets that customers prefer, or even
insists on buying their merchandise from socially responsible companies.
Individuals become more and more responsible regarding their health, their
security, or the environment. This situation should be reflected by the
companies on the market. Therefore, it is important that our companies join
the club of socially responsible companies.
In addition to this, our company could associate for certain social
projects with other companies that have already built a reputation in using
CSR. The association with such companies would transfer some of these
companies' good name to our company.
Having such a reputation is not only effective of the company's
customers, but on its current and prospective employees also. For example,
the employees recruitment process would be a easier one. Also, existing
employees tend to stay longer with the company. This further reduces human
resources costs. Other benefits are represented by increased employee
motivation and efficiency.
Public Relations benefits are not a benefit to be neglected. By
building an image as a socially responsible company, our company would be
better liked by the local and international media and would benefit from
positive press coverage. We all witnessed the negative mass-media coverage
surrounding the Sanlu situation. The same phenomenon, but on a positive
side can be attained by adopting a socially oriented position.
Another important benefit that derives from implementing CSR practices
within our company is represented by the good relationship that our company
would have with the local authorities. Investors are also influenced by the
company's reputation. Also, a good reputation could help our company in any
potential scandals that might affect our company if associated with the
negative image of our competitors. This is the case of the contaminated
milk (ChinaCSR, 2009).
Given the context created by the contaminated milk scandal, it is
imperative that our company takes immediate action towards including CSR in
the company's policy. Just dissociating ourselves from the issue and from
other companies that are suspected of having marketed contaminated milk
will not be enough for eliminating doubt from the mind of the customer.
Certain damage might have already been done.
Implementing CSR practices in our activity will not be a short term
process. There will also be costs involved. Even so, it is by far more
important to invest in CSR and to build a strong reputation for our company
than to invest in advertising, for example.
Another direction that our company should follow regarding this
subject consists in the fact that the process could be implemented easier
if our company collaborates with other companies operating on the Chinese
market, companies that have already made proof of the benefits determined
by CSR.
Some voices have agreed upon the fact that companies should not invest
in CSR and that the public good should be left for the authorities and for
the political leaders. But practice has clearly proved that companies
investing in CSR are better seen by the public in general and their
customers in particular, they are differently addressed by their
competitors, and they are better seen by the authorities, which clearly
makes it easier for such companies to develop their activity.
Even more, since other companies have been successful at implementing
CSR practices, not getting involved in social related projects would be a
minus for our company. One of the factors that influence the success of
such a strategy is represented by properly selecting the right causes for
our company to get involved in.
In other words, the company cannot address any type of social issues,
as it may not prove to be effective for our company. Therefore, it is
recommended that our company starts implementing CSR practices by
addressing the matter of public health. Given the object of activity of our
company, public health is the main target that should be addressed.
Another area in which our company could develop social responsibility
is represented by the welfare of children. This area is also in close
connection with our company's object of activity.
Also, the company should address the environmental issue also. The
reason behind this statement relies on the fact that more and more people
are environmentally-oriented. As mentioned above, customers tend to insists… [END OF PREVIEW] . . . READ MORE
TO: CEO, Mead Johnson Milk Powder
FROM: Vice-President of Ethics and Governance
SUBJECT: Corporate Social Responsibility: Protecting Public Health and
Working for Change
The scandal surrounding the contaminated milk has been discussed
across the world (Branigan, 2008). This has decreased our credibility as a
company. Mead Johnson Milk Powder must play a more important role in
implementing Corporate Social Responsibility. The company must make proof
of its preoccupation for the community in which it activates.
Our company finds itself in a situation where all fingers are pointing
at our competitors, and our image is associated with this scandal. However,
this situation can be turned in our favor. Although this situation may have
started as a threat to our company, it can be easily transformed in an
opportunity that we can exploit to the benefit of our company and of our
community.
However, before taking any action, one must clearly understand what
CSR means. By CSR one usually understands the company's obedience towards
law, ethical standards, and other national or international regulations. In
other words, CSR represents the responsibility revealed by the company
regarding matters like the repercussions that the company's actions have onGet full

for only $8.97. the stakeholders. The most important stakeholders for our company are
represented by customers, employees, the public, authorities, the community
in which the company activates, and the environment (Jensen, 2004).
But CSR is not limited to the situations mentioned above. CSR means
that the company, corporation, or organization in case must actively
participate in the life of the community, it must show a clear and active
interest regarding the growth of the community. Also, the company must not
make use of any unethical practices. Such practices include activities that
Research Proposal on Corporate Social Responsibility Memo Assignment
generally produce some sort of damage to the community, its members, or theenvironment.
In other words, the company must include in its agenda of the decision
process activities that concern the public. Profit should not remain the
only concern of the company. Or better said, the company must avoid
following the shareholder theory and to start implementing a strategy that
is clearly based on the stakeholder theory.
Another aspect of high importance is represented by the measurement of
CSR. It is difficult to quantify the effects of CSR. The qualitative
effects of CSR implementation are much more visible (Sweeney, 2006). In our
case, visible effects of integrating CSR in our company's strategy are
intended to consist in increasing the health level of our consumers.
Once our company achieves this objective, we should orient the
company's future strategies in a direction that focuses on protecting
public health. Given the scandal surrounding our competitors and the
suspicions that are likely to be directed towards our company as well, it
will be very productive to position ourselves as a company that puts public
interest on the first position of our preoccupations.
The benefits of implementing CSR are numerous. However, they will not
produce effects immediately, as the benefits are considered to be medium
term and long term ones (BusinessLink, 2009). One of the most important
benefits of CSR is represented by the solid reputation that our company
would be able to build.
However, it takes time to build such a reputation, but the efforts
will be worth it on long term. The fact that our company would have the
reputation of a company that is always doing the right thing, that is not
always oriented towards profit only, and that is actively concerned in the
life of the community would increase the number of customers and it would
significantly increase customer loyalty (Cuizon, 2009).
It has been observed in other markets that customers prefer, or even
insists on buying their merchandise from socially responsible companies.
Individuals become more and more responsible regarding their health, their
security, or the environment. This situation should be reflected by the
companies on the market. Therefore, it is important that our companies join
the club of socially responsible companies.
In addition to this, our company could associate for certain social
projects with other companies that have already built a reputation in using
CSR. The association with such companies would transfer some of these
companies' good name to our company.
Having such a reputation is not only effective of the company's
customers, but on its current and prospective employees also. For example,
the employees recruitment process would be a easier one. Also, existing
employees tend to stay longer with the company. This further reduces human
resources costs. Other benefits are represented by increased employee
motivation and efficiency.
Public Relations benefits are not a benefit to be neglected. By
building an image as a socially responsible company, our company would be
better liked by the local and international media and would benefit from
positive press coverage. We all witnessed the negative mass-media coverage
surrounding the Sanlu situation. The same phenomenon, but on a positive
side can be attained by adopting a socially oriented position.
Another important benefit that derives from implementing CSR practices
within our company is represented by the good relationship that our company
would have with the local authorities. Investors are also influenced by the
company's reputation. Also, a good reputation could help our company in any
potential scandals that might affect our company if associated with the
negative image of our competitors. This is the case of the contaminated
milk (ChinaCSR, 2009).
Given the context created by the contaminated milk scandal, it is
imperative that our company takes immediate action towards including CSR in
the company's policy. Just dissociating ourselves from the issue and from
other companies that are suspected of having marketed contaminated milk
will not be enough for eliminating doubt from the mind of the customer.
Certain damage might have already been done.
Implementing CSR practices in our activity will not be a short term
process. There will also be costs involved. Even so, it is by far more
important to invest in CSR and to build a strong reputation for our company
than to invest in advertising, for example.
Another direction that our company should follow regarding this
subject consists in the fact that the process could be implemented easier
if our company collaborates with other companies operating on the Chinese
market, companies that have already made proof of the benefits determined
by CSR.
Some voices have agreed upon the fact that companies should not invest
in CSR and that the public good should be left for the authorities and for
the political leaders. But practice has clearly proved that companies
investing in CSR are better seen by the public in general and their
customers in particular, they are differently addressed by their
competitors, and they are better seen by the authorities, which clearly
makes it easier for such companies to develop their activity.
Even more, since other companies have been successful at implementing
CSR practices, not getting involved in social related projects would be a
minus for our company. One of the factors that influence the success of
such a strategy is represented by properly selecting the right causes for
our company to get involved in.
In other words, the company cannot address any type of social issues,
as it may not prove to be effective for our company. Therefore, it is
recommended that our company starts implementing CSR practices by
addressing the matter of public health. Given the object of activity of our
company, public health is the main target that should be addressed.
Another area in which our company could develop social responsibility
is represented by the welfare of children. This area is also in close
connection with our company's object of activity.
Also, the company should address the environmental issue also. The
reason behind this statement relies on the fact that more and more people
are environmentally-oriented. As mentioned above, customers tend to insists… [END OF PREVIEW] . . . READ MORE
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