RESPONSE - Insead

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Recommendations Recommendations for policy and standards b. What do you think your company’s responsibility vis a vis stakeholder X is? c. How does your company try to meet its responsibilities with X: which kind of initiatives have been taken or routine activities developed to do so? d. What score (110) would stakeholder X give you to rate your performance? The Evolution of Corporate Responsibility 18. How do you see the relation between your firm and its stakeholders have evolved over time? Explain the nature of the evolution and changes. (At what level: a. public relations, b. operations, c. values and principles). 19. How do you see this relationship evolving in the future? 20. How often do new social issues emerge? How does your firm identify them? The DaytoDay Management Processes 21. Are socially motivated decisions, actions or initiatives recognized in your performance evaluation or in any other way by your superiors? 22. If one of your managers failed to meet a financial performance target in favor of meeting stakeholder responsibilities, how would you reward/recognize/penalize this? 23. In your part of the organization, is there a requirement to include an evaluation of the social impact of investment plans in order to decide on project proposals and resource allocation? Learning 24. How did you learn all that you know about corporate responsibility? 25. In your part of the organization, is there any system in place to help people learn about corporate responsibility? 26. What do you think your company needs to work on to learn and improve its behavior with stakeholders? (Let interviewee talk first, then if they do are not spontaneously discussed, probe the following areas) i. Developing corporate policies, codes, incentive systems, ii. Create specialized structures and functions iii. Raising awareness of the importance of CR iv. Building management skills to manage tradeoffs, dilemmas. v. Developing social consciousness (integrating CR into personal values and beliefs). <strong>RESPONSE</strong>: understanding and responding to societal demands on corporate responsibility 102
Recommendations Recommendations for policy and standards Exhibit 3. Methodology for the calculation of the cognitive gaps This Exhibit aims to explain the methodology utilized to compute the four measures of “Cognitive Gap” between managers’ and stakeholders’ understanding of a given Company’s social responsibility. The four measures of cognitive distance are based on the answers to different questions in the interview protocol: 1. Sequentiality: what are the most important type of stakeholders of Company X? The (implicit) ranking is given by the order in which the stakeholder types are listed 2. Risk ranking: how would you rank them visàvis the impact that they have on the company’s interests? 3. Responsibility ranking: how would you rank them visàvis the impact that the company has on their interests? 4. Social performance: on a 110 basis, how would you assess the degree of satisfaction that stakeholders have about Company X’s behaviour? The first three measures of cognitive distance need a fairly complex normalization process before the answers collected about the same company from all the managers and all the stakeholder representatives interviewed could be compared to each other and consolidated to yield a single measure identifying the degree of alignment in the response to the given question. For the fourth Cognitive Gap (Social Performance) the calculations were simpler, since the only requirement was to average the 110 evaluations among managers and among stakeholders, and then compute the difference between the two averages. We will thus focus on the general procedure that we developed to measure and aggregate the evaluations in the case of Gap 1, 2 and 3. In each case, the rankings obtained from the responses to the relevant interview question have been normalized to allow for comparison and integration following these steps: 1. if N is the total number of stakeholders mentioned by the interviewee, 2. and X is the place in the ranking (1, 2, 3, 4) 3. Xn is the normalized ranking (1, ¾ , ½ , ¼), which can be computed with the following formula: Xn = (N – X +1)/N. Xn is a “pure” number, ranging between 0 and 1, and provides meaningful comparisons across individual respondents and, in its aggregate form, across companies 4. All the stakeholders not mentioned by the interviewee get 0 if they are mentioned by at least one other interviewee related to the same company. Otherwise they are not counted in the calculations for that particular company. The following table explains the process to integrate the individual assessments from managers and stakeholders to obtain a single number for every company’s perception gap. <strong>RESPONSE</strong>: understanding and responding to societal demands on corporate responsibility 103
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SIXTH FRAMEWORK PROGRAMME PRIORITY
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Contents Executive summary 6 1 Intr
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Tables Table 1. Typology of factors
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Executive summary Recommendations c
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Executive summary Recommendations l
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Executive summary Recommendations r
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Introduction Aims of this study “
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PART I: CSR AND COGNITIVE ALIGNMENT
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A model of cognitive alignment and
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Methodology Scope 3 Methodology 3.1
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Methodology Company case studies Th
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Methodology Case comparison Analysi
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Methodology CrossPair Comparison
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Findings: Managers’ understanding
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Findings: External factors and cogn
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