Corporate Social Responsibility (CSR)
Monday, January 12, 2009
Corporate Social Responsibility (CSR) is a concept that organizations, especially (but not only) the company is to have a responsibility towards customers, employees, shareholders, communities and the environment in all operational aspects of the company.
CSR is closely related with sustainable development “, which argued that there is a company in implementing activities should base decisions not only based on financial factors, such as profit or dividend but also should be based on social and environmental consequences for today and for the long term.
Today is the biggest concern of a company’s role in society has improved with the increased sensitivity and awareness of environmental and ethical issues. Problems such as environmental destruction, the treatment is not feasible for employees, and production defects that cause the nyamanan or danger for consumers is to become the main newspaper. Government regulations in some countries about the environmental and social problems the firm, as well as standards and laws are often made to countries beyond the authority of regulations (for example, regulations made by the European Union. Perusahaam Some investors and investment management policies have started considering a company’s CSR in making their investment decisions, a practice known as “socially responsible investment” (Socially responsible investing).
Many supporters of CSR CSR separate from social donations and “good deeds” (such as generosity or made by Habitat for Humanity or Ronald McDonald House), but indeed is a social contribution only a small part of CSR. Companies in the past often spent the money for community projects, the provision of scholarships and the establishment of social foundations. They also often recommend and encourage employees to volunteer (volunteer) in taking part in the project so that the community create a good faith community is the eyes that will directly improve the reputation of the company and strengthen the company’s brand. With the acceptance of the concept of CSR, especially the triple bottom line, the company get a new framework in place various social activities in the top.
Concern about the community / community relations can be defined very broadly, but short can be understood as the increased participation and position in the organization in a community through various efforts kemaslahatan together for the organization and community. CSR is not just a charity event, in which CSR requires a company in the decision that seriously consider the consequences of all stakeholders (stakeholders) company, including the environment. This requires the company to create a balance between the interests of various stakeholders with the interests of external shareholders, which is one of the internal stakeholders. “the business world, during the last half century, has become into the most powerful institutions on the planet. the dominant institution in any community must take responsibility for the interest, every decision you make, every action taken must be seen in the framework of responsibilities.
A broad definition by the World Business Council for Sustainable Development (WBCSD) is a global association of which consists of about 200 companies that are specifically engaged in “sustainable development” (sustainable development), which states that:
“CSR is a continuing commitment by business to act in an ethical and contribute to the economic development of local communities or the wider community, together with the improvement of living standards of workers and their family.”
When a company operates, the inherent demands and responsibilities for the company concerned will be the local communities in the surrounding areas (stake holders). However, the company’s performance depends a lot of support from the party. In addition to the community, such as internal shareholders, employees, families, employees, the public’s attention was also brought about a positive impact for the company
Corporate social responsibility started out ten years ago as a new buzz word for the business world, but is now developing in a field with substantial and diverse career opportunities. The term “corporate social responsibility” or CSR has been coined to define how companies behave in social, environmental and ethical contexts. Corporate social responsibility is about integrating the issues of the workplace, the community and the marketplace into core business strategies. Driving this emerging field are customers who choose products with a good reputation, investors who put money into a company with an exemplary record and firms which invest in the future or training of their employees and gain loyalty and commitment in return.
Corporate Social Responsibility of Unilever
The views of the company’s corporate social responsibility covers all the company’s business activities. companies that are responsible need to provide a meaningful contribution to the welfare of the community, national economy, as well as basic education and social environment.
company to formulate corporate social responsibility as a result of the interaction or in the community, into three parts, namely:
Reaching the Open with Nurani (Impact Events Company)
The impact of major events created the company’s operating company. Approach in managing the company’s social responsibility based on thinking that social responsibility is part of the business activities, and includes the desire to always learn from the action, and the experience of others. the company continues to refine our performance, through the implementation of the business activities of national and international scale, including the Standard Performance Rank Environment Program (PROPER) the operation and international standards (ISO). Business activities of creating more employment, but also develop human resources in the interest of the company and the community.
Building on the success of Sinergi Society (Impact Value Chain)
The impact of the broader value created through the chain, from suppliers, customers, and consumers. company to introduce a standard of behavior for suppliers, who called the Business Partner Code, and apply the “Supplier Quality Management Program” (SQMP) to encourage suppliers to improve their performance and ability. company partnered with a variety of independent distributors to increase the spirit of entrepreneurship, create employment, and to provide benefits for local businesses.
Speed Meets Society (Voluntary Contribution)
Voluntary contributions to the community widely, which is done through partnership with NGOs, government agencies, universities and society, seen as “top of the iceberg”, which is a larger impact on the activities of the company indeed. Contributions include the programs sustainable, which is done professionally under the Yayasan Unilever Indonesia Peduli.
companies encourage employees to participate in sharing hearts, thoughts and experiences through volunteer activities to devote to the social needs, such as orphans, street children, the population (poor) rural areas, and other refugees.
Source: http:www.wikipedia.org, http://www.unilever.co.id
Label: CSR, Social Responsibility
