What is Corporate Social Responsibility? - InnoTrain CSR

B) Which additional values can be promoted with the corporate goals? How can
these values be used strategically?
C) Which values are impacted negatively by the corporate activity? How can
these weaknesses be reduced?
The "SMART" method can represent a simple, yet professional framework for the
formulation of CSR goals. "SMART" stands for specific, measurable, attractive,
realistic, time-phased.
Step 4 – Implementing CSR measures
The company's long-term orientation toward future issues with social relevance is
normally not achievable immediately. Because CSR is also a learning process within
the company, comprising all relationships among the stakeholders. In individual
cases it makes sense to introduce sustainable products and services for example for
a test run. Rather than trying to implement all CSR activities at once, experience has
shown that small and well planned steps are paying off. This also includes a
corresponding learning and optimisation potential of the company. Consistency and
communication as well as a certain degree of perseverance ensure the sustainability
and credibility of CSR activities and prevent well-intended actionism.
Step 5 – Reviewing and communicating the CSR implementation-related success
CSR is worth to the extent the set goals are actually achievable. Therefore, the
approximation to and achievement of tangible goals should be reviewed regularly as
early as during the implementation phase of CSR activities. This allows the company
at the same time to make a significant contribution to the quality management in its
own core business.
Communicating the success at the end of a CSR process means that the CSR can
unfold its effect. However, strategic communication is also useful during the
implementation of a "CSR policy in small steps". The systematic integration of
stakeholders can deliver essential indicators for an improvement process and as a
result the securing of the company's future, especially during this implementation
phase of CSR.
Exercise 8.6. (approximately 45 minutes)
Ask your participants to form small virtual companies with teams of 3 - 5 people. For
this purpose, you may provide the participants with a choice of industries and
corporate activities. Some participants may be willing to work alone as a virtual sole
proprietorship.
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
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