What is Corporate Social Responsibility? - InnoTrain CSR

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Simple steps to build your CSR strategy 8.2. Analysing strengths and opportunities of CSR in the company In short In small and medium-sized enterprises (SMEs), responsible corporate management is often part of the business routine without explicitly being called Corporate Social Responsibility (CSR) and without making strategic use of it. In these cases, the analysis of CSR potentials represents a first step to quickly obtain an overview of the strengths, weaknesses, opportunities and threats of a CSR strategy. The so-called SWOT analysis (strengths, weaknesses, opportunities and threats) is a widely used tool for strategic corporate planning. It helps the management describe the current situation based on the strengths and weaknesses of the company and derive future opportunities and risks thereof. The results of a SWOT analysis for CSR are the basis for specific targets in strategic management. Learning targets � Be able to use the SWOT analysis as strategic tool for the CSR policy and CSR measures in a company CSR learning contents A SWOT analysis is particularly suitable in the starting and definition phase of a CSR project or a comprehensive CSR strategy. The analysis results in the direct evaluation of positive and negative aspects associated with the company's actual situation. These core characteristics are subsequently projected into opportunities and threats for the perspective of the future. The graphic configuration of a SWOT analysis consists in a simple matrix. The in-house strengths and weaknesses are allocated to the actual situation and the external opportunities and threats to the scenario of the future. Actual situation = internal factors (in-house) Strengths Weaknesses Scenario of the future = external factors (surrounding the company) Opportunities Threats The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010 , InnoTrain CSR www.csr-training.eu
The fundamental stock-taking and assessment of CSR in the company used to evaluate the in-house CSR aspects as strengths or weaknesses in their actual situation can be the starting point for the SWOT analysis. Moreover, a SWOT analysis can be used in every other phase of CSR developments to assess the success potential of individual CSR activities or to discuss project proposals the company is approached with from internal and external sources. The first step of a SWOT analysis consists in the examination of the current CSR situation in the company and the environment in terms of own strengths and weaknesses. The analysis is usually conducted in a project team allowing the compilation of a broad range of know-how and experience about the defined topic from different perspectives. The employees or members of the project team are asked to document their keywords concerning the actual situation of the company collected within the scope of a brainstorming session on the SWOT matrix. The second step of the SWOT analysis consists in changing the view from the actual situation of the company toward scenarios of the future in a positive (opportunities) and negative aspect (threats). The scenarios of the future are discussed based on the previously determined strengths and weaknesses and reflect the respective assessments that may play out outside the company (external factors). Again, the associated working method is a brainstorming session within the team. Moreover, this phase of the SWOT analysis promotes the imagination and identification of the team with the selected CSR topic. In principle, it makes sense to conduct a SWOT analysis based on a chronological time frame defined at the beginning and to focus the projection of the future on this time frame. As soon as the two brainstorming phases are complete, the summarised results of the evaluation should be discussed in the project team. The fundamental question at the end of the SWOT analysis is to find out which practical goals and measures can be derived from it for the CSR development in the company. A SWOT analysis can be illustrated with the following combination options: A) Strengths-opportunities: Which strengths can be combined with which opportunities? B) Strengths-threats: Which strengths can be used to counter threats? C) Weaknesses-opportunities: Which weaknesses can be used to develop opportunities? D) Weaknesses-threats: How can the company be protected from harm? Exercise 8.2. (approximately 45 minutes) In your group of participants, establish work tables with 4 - 6 people each to examine a CSR topic of your choice* with individual SWOT analyses. For example, you can define 4 tables and divide the scopes of work of the small groups into the CSR spheres of activity 1. Workplace, 2. Environment, 3. Market and 4. Local community. The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010 , InnoTrain CSR www.csr-training.eu
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What is Corporate Social Responsibi
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Additional information and resource
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Corporate Social Responsibility (CS
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Gerd Mutz: CSR und CC - Gesellschaf
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Danone is producing "Schokti Doi" y
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Moral values � Integrity � Fair
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CSR on the market - example topics
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Opening questions about CSR on the
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Commission is striving to develop a
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In small and medium-sized companies
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and all processes within the compan
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In your role as auctioneer, you can
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Facts & figures about CSR 2.1. CSR
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it be in economic, social or enviro
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International conference „ 4th Co
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state that they would recommend a b
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Facts & figures about CSR 2.7. Insi
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participating entrepreneurs and man
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Facts & figures about CSR 2.8. Insi
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GKI Zrt. Economic Research Surveys
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isolated activities, for example on
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The total number of SME inquired re
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Facts & figures about CSR 2.10. Ins
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CSR interfaces within the company 3
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8. Corporate culture is conscious a
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savings potentials. But these oppor
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From the point of view of CSR, the
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3. Reality (30 minutes) In a new co
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strategy can represent a suitable s
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Tip for employees: diet A conscious
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associated directly with CSR can be
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majority of the international commu
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OECD information about Hungary http
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esponsibilities of the countries sh
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Strategic tools for CSR 4.2. Intern
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and methods of sustainability analy
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Strategic tools for CSR 4.4. Ethica
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Or in the UK: The Co-operative Bank
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An online platform of the German fe
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Austria: The Austrian label for the
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The environmental label Green Touri
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Database Label Online Die Verbrauch
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plantations. The additional charge
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Strategic tools for CSR 4.7. Models
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net worth are particularly useful f
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Strategic tools for CSR 4.8. Mentor
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Experience report from "Jelena" "I
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Strategic tools for CSR 4.9. "Carbo
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The Carbon Label (UK) http://www.ca
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foundation equity, but exclusively
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Fields of action of CSR 5.1. CSR at
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Fields of action of CSR 5.2. Corpor
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Ask the participants to develop pro
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The following are mainly at the cen
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Fields of action of CSR 5.4. CSR in
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Communities can promote corporate C
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Fields of action of CSR 5.6. CSR an
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Fields of action for CSR 5.7. CSR i
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advances, innovation, research and
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Fields of action of CSR 5.9. CSR an
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Fields of action of CSR 5.10. Ethic
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5. Should independent institutions
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concerns of the stakeholders into d
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sections of the public to define ta
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Communication of CSR 6.3. The delic
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At the end of the partner exercise,
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Especially for smaller enterprises
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Communication of CSR 6.5. In-house
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Első Magyar Vállalati Felelőssé
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framework provides the application
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Communication of CSR 6.7. Practical
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expansion of own web platforms and
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Communication of CSR 6.9. CSR-relev
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Example 1) "Hello, now it is time f
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4. Tour of the company (what does C
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Best practice examples of CSR 7.1.
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What is Corporate Social Responsibility? - InnoTrain CSR

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