管理学课件第5章SocialResponsibilityandManageria

CorporateSocialResponsibility(CSR)CorporateCitizenshipConceptsCorporatesocialresponsibility–emphasizesobligationandaccountabilitytosocietyCorporatesocialresponsiveness–emphasizesaction,activityCorporatesocialperformance–emphasizesoutcomes,results1社会义务、社会响应、社会责任社会义务(socialobligation)：企业在追求经济利益同时尽了法律要求的义务。社会响应(socialresponsiveness)：企业响应社会公认的价值准则，优先处理最受社会关注的事务的能力。--满足普遍性的社会需求,但未从长远角度考虑(社会呼吁)社会责任(socialresponsibility)：企业在追求经济利益同时也追求有利于社会长远目标的义务。社会义务社会责任社会响应2CorporateSocialResponsibility(CSR)Carroll’sFourPartDefinitionCSRencompassestheeconomic,legal,ethicalanddiscretionary(philanthropic)expectationsthatsocietyhasoforganizationsatagivenpointintime3CorporateSocialResponsibility(CSR)Carroll’sFourPartDefinitionUnderstandingtheFourComponentsResponsibilitySocietalExpectationExamplesEconomicRequiredBeprofitable.Maximizesales,minimizecosts,etc.LegalRequiredObeylawsandregulations.EthicalExpectedDowhatisright,fairandjust.Discretionary(Philanthropic)Desired/ExpectedBeagoodcorporatecitizen.4PyramidofCSR

PhilanthropicResponsibilities

Beagoodcorporatecitizen.EthicalResponsibilities

Beethical.LegalResponsibilities

Obeythelaw.EconomicResponsibilities

Beprofitable.5CorporateSocialResponsibility(CSR)CSRinEquationFormIstheSumof:EconomicResponsibilities(Makeaprofit)LegalResponsibilities(Obeythelaw)EthicalResponsibilities(Beethical)PhilanthropicResponsibilities(Goodcorporatecitizen)CSR6CorporateSocialResponsibility(CSR)

ArgumentsForAddressessocialissuesbusinesscausedandallowsbusinesstobepartofthesolutionProtectsbusinessself-interestLimitsfuturegovernmentinterventionAddressesissuesbyusingbusinessresourcesandexpertiseAddressesissuesbybeingproactive7CorporateSocialResponsibility(CSR)

ArgumentsAgainstRestrictsthefreemarketgoalofprofitmaximizationBusinessisnotequippedtohandlesocialactivitiesDilutestheprimaryaimofbusinessIncreasebusinesspowerLimitstheabilitytocompeteinaglobalmarketplace8CorporateSocialPerformance

Carroll’sCSPmodelintegrateseconomicconcernsintoasocialperformanceframework9CorporateSocialPerformance

NonacademicResearchFortune'srankingofmostandleastadmiredcorporationsCouncilonEconomicPrioritiesCorporateConscienceAwardsBusinessEthicsMagazineAwardsWalkerInformation’sResearchontheimpactofsocialresponsibility10CorporateCitizenship

Corporatecitizenshipembracesallthefacetsofcorporatesocialresponsibility,responsivenessandperformance11Social—andFinancial—PerformanceGoodCorporate

SocialPerformancePerspective1:CSPDrivestheRelationshipGoodCorporate

Financial

PerformanceGoodCorporate

ReputationGoodCorporate

Financial

PerformancePerspective2:CFPDrivestheRelationshipGoodCorporate

Social

PerformanceGoodCorporate

ReputationGoodCorporate

SocialPerformancePerspective3:InteractiveRelationshipAmongCSP,CFP,andCRGoodCorporate

Financial

PerformanceGoodCorporate

Reputation12有关社会责任的两种相反的观点斯蒂芬在《管理学》中提出两种社会责任观点。古典观社会经济观13WhatIsSocialResponsibility?TheClassicalView（古典观）Management’sonlysocialresponsibilityistomaximizeprofits(createafinancialreturn)byoperatingthebusinessinthebestinterestsofthestockholders(ownersofthecorporation).Expendingthefirm’sresourcesondoing“socialgood”unjustifiablyincreasescoststhatlowerprofitstotheownersandraisespricestoconsumers.14WhatIsSocialResponsibility?(cont’d)TheSocioeconomicView（社会经济观）Management’ssocialresponsibilitygoesbeyondmakingprofitstoincludeprotectingandimprovingsociety’swelfare.Corporationsarenotindependententitiesresponsibleonlytostockholders.Firmshaveamoralresponsibilitytolargersocietytobecomeinvolvedinsocial,legal,andpoliticalissues.“Todotherightthing”15FromObligationtoResponsivenesstoResponsibilitySocialObligation（社会义务）Theobligationofabusinesstomeetitseconomicandlegalresponsibilitiesandnothingmore.SocialResponsiveness（社会响应）Thecapacityofafirmtoadapttochangingsocietalconditionsthroughthepracticaldecisionsofitsmanagersinrespondingtoimportantsocialneeds.SocialResponsibility（社会责任）Afirm’sobligationsasamoralagentextendsbeyonditslegalandeconomicobligations,tothepursuitoflong-termgoalsthataregoodforsociety.16DoesSocialResponsibilityPay?Studiesappeartoshowapositiverelationshipbetweensocialinvolvementandtheeconomicperformanceoffirms.Difficultiesindefiningandmeasuring“socialresponsibility”and“economicperformanceraiseissuesofvalidityandcausationinthestudies.Mutualfundsusesocialscreeningininvestmentdecisionslightlyoutperformedothermutualfunds.Ageneralconclusionisthatafirm’ssocialactionsdonotharmitslong-termperformance.17TheGreeningofManagementTherecognitionofthecloselinkbetweenanorganization’sdecisionandactivitiesanditsimpactonthenaturalenvironment.Globalenvironmentalproblemsfacingmanagers:Air,water,andsoilpollutionfromtoxicwastesGlobalwarmingfromgreenhousegasemissionsNaturalresourcedepletion18HowOrganizationsGoGreenLegal(ofLightGreen)ApproachFirmssimplydowhatislegallyrequiredbyobeyinglaws,rules,andregulationswillinglyandwithoutlegalchallenge.MarketApproachFirmsrespondtothepreferencesoftheircustomersforenvironmentallyfriendlyproducts.StakeholderApproachFirmsworktomeettheenvironmentaldemandsofmultiplestakeholders—employees,suppliers,andthecommunity.ActivistApproachFirmslookforwaystorespectandpreserveenvironmentandbeactivelysociallyresponsible.19Values-BasedManagementValues-BasedManagementAnapproachtomanaginginwhichmanagersestablishandupholdanorganization’ssharedvalues.ThePurposesofSharedValuesServingasguidepostsformanagerialdecisionsShapingemployeebehaviorInfluencingthedirectionofmarketingeffortsTheBottomLineonSharedCorporateValuesAnorganization’svaluesarereflectedinthedecisionsandactionsofitsemployees.20ManagerialEthicsEthicsDefinedTherulesandprinciplesthatdefinerightandwrongconduct.FourViewsofEthics（四种道德观）Theutilitarianview(功利观)Therightsview(权利观)Thetheoryofjusticeview(正义观)Theintegrativesocialcontractstheory(社会契约整合理论)21ManagerialEthics(cont’d)UtilitarianViewEthicaldecisionsaremadesolelyonthebasisoftheiroutcomesorconsequencessuchthatthegreatestgoodisprovidedforthegreatestnumber.（功利观：认为决策要完全按照结果或后果作出）目标是为尽可能多的人提供尽可能多的利益。优点：对效率和生产率有促进作用，并符合利润最大化的目标缺点：会造成资源配置的扭曲（特别是受决策影响的人未参与决策）有时也会导致一些利益相关者的权利受到忽视22ManagerialEthics(cont’d)RightsViewConcernedwithrespectingandprotectingindividuallibertiesandprivacy.

权利观：决策要在尊重并保护个人的基本权利（隐私权、言论自由、游行自由等）的前提下作出。

Seekstoprotectindividualrightsofconscience,freespeech,lifeandsafety,anddueprocess.积极一面：它保护了个人的自由和隐私消极一面：可能会阻碍生产力和效率的提高。23ManagerialEthics(cont’d)TheTheoryofJusticeOrganizationalrulesareenforcedfairlyandimpartiallyandfollowalllegalrulesandregulations.Protectstheinterestsofunderrepresentedstakeholdersandtherightsofemployee.24ManagerialEthics(cont’d)IntegrativeSocialContractsTheoryEthicaldecisionsshouldbebasedonexistingethicalnormsinindustriesandcommunitiesinordertodeterminewhatconstitutesrightandwrong.Basedonintegrationofthegeneralsocialcontractandthespecificcontractbetweencommunitymembers.主张：管理者考察各行业和各公司中的现有伦理守则，以决定什么是对的，什么是错的。25FactorsThatAffectEmployeeEthicsMoralDevelopmentAmeasureofindependencefromoutsideinfluencesLevelofIndividualMoralDevelopmentPreconventionallevel（前习俗）－－仅依个人利益行事----严守规则以避罚邀赏,或仅当有利于自身的直接利益时才遵守规则。Conventionallevel（习俗）－－行为受他人（尤其是重要人物）期望的影响----做别人所期望的事，自觉地维护组织的传统秩序。Principledlevel（形成自己的行事原则）－－形成自己的行事原则：形成自认为是正确的个人道德准则。它们可以与惯例一致，也可不一致。----尊重他人权利、尊重少数人的价值观与权利。依自己的道德原则行事,即使它们与法律有冲突。Stageofmoraldevelopmentinteractswith:Individualcharacteristics（个人特征）Theorganization’sstructuraldesign（结构因素）Theorganization’sculture（组织文化）Theintensityoftheethicalissue（问题强度）26FactorsThatAffectEmployeeEthics(cont’d)MoralDevelopmentResearchConclusions:Peopleproceedthroughthestagesofmoraldevelopmentsequentially.Thereisnoguaranteeofcontinuedmoraldevelopment.MostadultsareinStage4(“goodcorporatecitizen”).27IndividualCharacteristicsValuesBasicconvictionsaboutwhatisrightorwrongonabroadrangeofissuesStageofMoralDevelopmentAmeasureofanindividual’sindependencefromoutsideinfluences28IndividualCharacteristicsPersonalityVariablesEgostrength（自我强度）Apersonalitymeasureofthestrengthofaperson’sconvictions（是衡量个人自信心强度的一个个性尺度。自我强度得分高的人往往能够克服不道德行为的冲动，并遵循自己的信条）LocusofControl（控制点）Apersonalityattributethatmeasuresthedegreetowhichpeoplebelievetheycontroltheirownlife.（是衡量人们相信自己掌握自己命运程度的个性特征）。Internallocus（内控的人）:thebeliefthatyoucontrolyourdestiny.（认为他们自己控制自自己的命运。内控的人可能对他们的行为后果负个人责任。）Externallocus（外控的人）:thebeliefthatwhathappenstoyouisduetoluckorchance.（认为他们一生中会发生什么事情全凭运气或机遇。外控的人不在可能对他们行为的后果负个人责任。）内控的管理者将比外控的管理者在道德判断和道德和为之间表现出更强的一致性29StructuralVariablesOrganizationalcharacteristicsandmechanismsthatguideandinfluenceindividualethics:Performanceappraisalsystems（）Rewardallocationsystems（）Behaviors(ethical)ofmanagers（）Anorganization’sculture（）Intensityoftheethicalissue（）Goodstructuraldesignminimizesambiguityanduncertainandfosterethicalbehavior.30EthicsinanInternationalContextEthicalstandardsarenotuniversal.SocialandculturaldifferencesdetermineacceptablebehaviorsForeignCorruptPracticesActMakesitillegaltocorruptaforeignofficialyet“token”paymentstoofficialsarepermissiblewhendoingsoisanacceptedpracticeinthatcountry.31HowManagersCanImproveEthicalBehaviorinAnOrganizationHireindividualswithhighethicalstandards.Establishcodesofethicsanddecisionrules.Leadbyexample.Delineatejobgoalsandperformanceappraisalmechanisms.Provideethicstraining.Conductsocialaudits.Providesupportforindividualsfacingethicaldilemmas.32EffectiveUseofaCodeofEthicsDevelopacodeofethicsasaguideinhandlingethicaldilemmasindecisionmaking.Communicatethecoderegularlytoallemployees.Havealllevelsofmanagementcontinuallyreaffirmtheimportanceoftheethicscodeandtheorganization’scommitmenttothecode.Publiclyreprimandandconsistentlydisciplinethosewhobreakthecode.33TheValueofEthicsTrainingTraininginethicalproblemsolvingcan