Corporate management and social responsibility
Many businesses -- small, midsized and large -- carry out their corporate activities in a socially responsible manner. Their activities range from sponsoring artistic, athletic and cultural events to providing employees with non-payroll benefits to projects that address pressing societal problems. Without a healthy social environment, companies cannot compete successfully in the marketplace. At the same time, society's expectations of what kind of role businesses should play in the community have also changed. Ultimately, however, the business community will not invest in CSR if it does not contribute to a long-term increase in corporate value.
In Germany, CSR is not widely seen as having inherent strategic value, and German businesses are only playing a minor role in the global debate on corporate social responsibility. Instead, the field is being led by US, British and Scandinavian firms. Yet only by anchoring a CSR management mindset in both corporate strategy and ongoing operations can a company ensure it will be privy to win-win situations both now and in the future, since CSR activities contribute both to operative results and the enterprise's social environment.
Why is the German business community so hesitant to become acquainted with the concept of strategic social investment? Do German companies and entrepreneurs have a different conception of social responsibility? Is the know-how lacking for implementing CSR or are the underlying social drivers weaker here than in other countries?
With its CSR project, the Bertelsmann Stiftung wants to increase awareness of CSR's growing importance and promote its implementation. More and more, German companies face a host of external drivers in this area, including international requirements and standards, increasing pressure from institutional investors and growing attention from critical NGOs. Yet along with the external influences compelling enterprises to upgrade their reputations, CSR's potential for contributing to in-house processes is also beginning to be appreciated.
