RESPONSE - Insead
RESPONSE - Insead
RESPONSE - Insead
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Recommendations Recommendations for policy and standards<br />
Exhibit 2. Interview Protocol<br />
The Problem with Corporate Responsibility<br />
1. Corporate responsibility has been the subject of debate all over the world. Multinationals<br />
companies, in particular, are subject to a growing amount of pressure from many different<br />
constituencies to change their behavior. How do you explain all this, why is this happening?<br />
The Definition of Corporate Responsibility<br />
2. What do you think the responsibilities of multinationals towards society are? I would like to<br />
understand your personal view, not the “institutional” position at Company X.<br />
Why do you think that is the case?<br />
When is good “good enough”?<br />
Are there universal limits? Who defines these limits?<br />
The Relevance of Corporate Responsibility<br />
3. How is corporate responsibility relevant for your daytoday work, how important an issue is it<br />
for you? (if he/she assigns any importance) Please, provide examples of how you integrate<br />
corporate responsibility issues in your daytoday work.<br />
4. And for your organization, how relevant is it for the success of your company?<br />
Benchmarking<br />
5. What is the corporate responsibility of firms within your sector?<br />
6. Who are your main competitors? On a scale from 1 to 10, how would you position your<br />
company social performance vis a vis your competitors?<br />
7. Does corporate responsibility play any role in competing within this sector? Is it a “strategic<br />
factor” for success?<br />
The Business Case for Corporate Responsibility<br />
8. Some see responsible behavior as a pure cost factor. What do you think?<br />
9. In such a case should your firm still engage in Corporate Responsibility?<br />
10. (Name an example of responsible behavior that was to your competitive disadvantage).<br />
11. Some see Corporate Responsibility as a source of competitive advantage. Can you name an<br />
example? If yes, please allocate 10 points in total between the following statements:<br />
Corporate Responsibility …<br />
… reduces firm risks<br />
… reduces costs and increases operating efficiency<br />
… helps our firm to sell more and at higher margins<br />
… is a source for new market opportunities<br />
12. For which of the four categories can you give an example from your firm?<br />
The Firm’s Stakeholders<br />
13. Name the most relevant stakeholders to whom you think your company or business unit is<br />
responsible.<br />
14. Can you please draw a scheme of how you see the relationship between your company and<br />
these stakeholders?<br />
15. How would you rank them on their impact on your company?<br />
16. How would you rank them on your company’s impact on their wellbeing?<br />
17. Let’s take them one at a time now: (repeat for each stakeholder)<br />
<strong>RESPONSE</strong>: understanding and responding to societal demands on corporate responsibility<br />
101
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