Corporate governance as a critical

element for driving excellence in

corporate social responsibility
Arash Shahin
University of Isfahan, Isfahan, Iran, and
Mohamed Zairi
University of Bradford, Bradford, UK
Abstract
Purpose The purpose of this paper is to enhance understanding of corporate governance (CG) in
delivering excellence in corporate social responsibility (CSR).
Design/methodology/approach The paper demonstrates models of CG and the associated
elements affecting CSR. It addresses the integration of CSR into management systems through a
framework as a process-based management system and studies the role of leadership style for socially
responsible organizations. The paper develops a comprehensive questionnaire that enables
organizations to audit their commitment to environment and social responsibility.
Findings The paper reects that CG encompasses different internal and external factors, by which
management of organizations are inuenced. This is also compatible with the new corporate
community models, in which investors, the public, customers, employees and associated corporations
have a mutual impact on management. The leadership style is also found to play an important role in
socially responsible organizations. In this respect, transformational leader seems to be more effective,
compared with manager and transactional leader. The paper suggests that organizations should audit
their CG capabilities towards CSR, based on a proposed questionnaire in order to drive excellence in
CSR.
Originality/value The paper provides a comprehensive study to help understand key elements of
CG and CSR and proposes a new questionnaire to organizations for assessing how far they are able to
move towards socially responsible organizations.
Keywords Corporate social responsibility, Corporate governance, Leadership
Paper type Research paper
Introduction
Today not only are rms expected to be virtuous, but also they are being called to
practice social responsibility or corporate citizenship (Carroll, 2000b, p. 187).
Unfortunately, too frequently marketers still focus solely on their products and
markets while neglecting the social impact of their activities (Flores, 2001). Perhaps
this is because the concept of CSR is a fuzzy one with unclear boundaries and debatable
legitimacy.
The central question confronting strategy today is how to discern and respond to
the new rules of the game those that are being set both by changing industry and
market structure and the new basis for competition, and by higher public expectations
of companies social and ethical performance. In retrospect from the vantage point of
2010, it may be only a slight exaggeration to say that ethics have come to be on a par
with economics as the primary criterion for evaluating corporate performance not
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0265-671X.htm
Corporate
governance
753
International Journal of Quality &
Reliability Management
Vol. 24 No. 7, 2007
pp. 753-770
qEmerald Group Publishing Limited
0265-671X
DOI 10.1108/02656710710774719
because economic value has become less important, but because it is taken for granted,
and ethical performance is not (Wilson, 2000).
According to Wilson (2000), new rules of corporate conduct could be considered as:
.
Legitimacy. To earn and retain social legitimacy, the corporation must dene its
basic mission in terms of the social purpose it is designed to serve rather than as
the maximization of prot.
.
Governance. The corporation must be thought of, managed, and governed more
as a community of stakeholders and less as the property of investors.
.
Equity. The corporation must strive to achieve greater perceived fairness in the
distribution of economic wealth and in its treatment of all stakeholder interests.
.
Environment. The corporation must integrate the practices of restorative
economics and sustainable development into the mainstream of its business
strategy.
.
Employment. The corporation must rewrite the social contract of work to reect
the values of the new workforce and increase both the effectiveness and loyalty
of employees and the corporation.
.
Public/private-sector relationships. To ensure the success of the power shift,
corporations must work closely with governments to achieve a viable and
publicly accepted redenition of the roles and responsibilities of the public and
private sectors.
.
Ethics. The corporation must elevate and monitor the level of ethical performance
in all its operations in order to build the trust that is the foundation of sound
relationships with all stakeholder groups.
CSR, CG, Corporate Sustainability (CS), Corporate Citizenship and Triple Bottom Line
(TBL) are becoming synonymous with the emerging effort to determine the meaning of
ethical business. However, even though the theory and models surrounding
stakeholders management and social responsibility are abundant (Harrison and
Freeman, 1999), the analysis of CSR is still in an embryonic stage and critical issues
regarding frameworks, measurement, and empirical methods have not yet been
resolved (Academy of Management, 2003).
The purpose of this paper is to clarify the CSR concept and review the different
viewpoints on the role of CG in society. This paper will offer suggestions on how CG
could drive excellence in social responsibility, while recognizing that empirical
research is needed for denitive answers to many. The aim of this paper is not to
harangue practising managers about lack of social responsibility. Rather, it tries to
demonstrate, as much as possible, what companies can do to become good corporate
citizens.
Corporate Social Responsibility (CSR)
CSR has been dened as the duty of the organization to respect individuals rights and
promote human welfare in its operations (Manakkalathil and Rudolf, 1995; Oppewal
et al., 2006). Businesses not only have the economic responsibility of being protable
and the legal responsibility to follow the laws or ground rules that guide their ability to
achieve their economic requirements, but they also have ethical responsibilities that
include a range of societal norms, or standards (Carroll, 2000a).
IJQRM
24,7
754
CSR has been around for more than two decades. During the latter half of twentieth
century there arose the idea of the corporate social contract, which today underlies the
CSR concept. Given the sometimes adverse effects of business decision making on
society as well as corporate reliance on society, the notion of an implied corporate
social contract was conceived by social and economic theorists. This contract spells out
societys expectations of business as well as (although much less discussed) businesss
expectations of society (Bowie, 1983).
There is no single authoritative denition of CSR (ISO COPOLCO, 2002). The CSR
agenda seems to be a loosely dened umbrella embracing a vast number of concepts
traditionally framed as environmental concerns, public relations, corporate
philanthropy, human resource management and community relations. One of the
most referred denitions is by World Business Council for Sustainable Development
(WBCSD) (1999) that denes CSR as the continuing commitment by business to
behave ethically and contribute to economic development while improving the quality
of life of the workforce and their families as well as of the local community and society
at large. CSR means being a good steward of societys economic and human resources
(Journal of Consumer Marketing, 2001). In summary, CSR entails the obligation
stemming from the implicit social contract between business and society for rms to
be responsive to societys long-run needs and wants, optimizing the positive effects and
minimizing the negative effects of its actions on society.
Different types of CSR
The notion that business has duties to society is rmly entrenched, although in the
past several decades there has been a revolution in the way people view the
relationship between business and society. Carroll (1979) and other researchers believe
that we should judge corporations not just on their economic success, but also on
non-economic criteria. Carroll (1979) proposed a popular four-part denition of CSR,
suggesting that corporations have four responsibilities or four faces (Carroll, 2000b,
p. 187) to fulll to be good corporate citizens: economic, legal, ethical and philanthropic:
(1) Economic responsibility. Economic responsibility is to be protable for
principals, by delivering a good quality product, at a fair price, is due to
customers.
(2) Legal responsibilities. Legal duties entail complying with the law and playing by
the rules of the game.
(3) Ethical responsibilities. Ethical duties overcome the limitations of legal duties.
They entail being moral, doing what is right, just, and fair; respecting peoples
moral rights; and avoiding harm or social injury as well as preventing harm
caused by others (Smith and Quelch, 1993).
(4) Philanthropic responsibility. Interest in doing good for society, regardless of its
impact on the bottom line is what is called altruistic, humanitarian or
philanthropic CSR. giving back time and money in the forms of voluntary
service, voluntary association and voluntary giving is where most of the
controversy over the legitimacy of CSR lies.
Corporate
governance
755
Corporate Governance (CG)
The denition of CG differs depending on ones view of the world. Shleifer and Vishny
(1997) dene CG as the ways in which suppliers of nance to corporations assure
themselves of getting a return on their investment. Taking a broad perspective on the
issues, Gillan and Starks (1998) dene CG as the system of laws, rules, and factors that
control operations at a company. Irrespective of the particular denition used,
researchers often view CG mechanisms as falling into one of two groups: those internal
to rms and those external to rms. Of course, rms are more than just boards,
managers, shareholders, and debt holders. Figure 1 provides a comprehensive
perspective of the rm and its CG. Figure 1 also depicts other participants in the
corporate structure, including employees, suppliers, and customers.
By incorporating the community in which rms operate, the political environment,
laws and regulations, and more generally the markets in which rms are involved,
Figure 1 also reects a stakeholder perspective on the rm (Jensen, 2001).
Over the years, CG has evolved from the traditional prot-centered model to the
social responsibility model. The two models are illustrated schematically in Figure 2.
These two models illustrate the fundamental conict that prevails today in CG the
PCM and the SRM are mutually exclusive. Each focuses on an opposite half of the
corporations domain, even though the economic and social aspects of business are
closely interrelated. In short, governance is viewed as a zero sum game. Because the
economic role of the rm is fundamental to its survival, prot often drives out social
considerations.
Because knowledge increases when shared, collaborative partnerships between
management and stakeholders can be economically productive. Like all partnerships,
stakeholder collaboration is a two-way, working relationship that combines the
capabilities of partners for their mutual benet. According to Halal (2000), the
wealth-creating role of business arises directly out of integrating stakeholders into a
productive whole a corporate community (Figure 3). The corporate community
model views the rm as a socioeconomic system in which wealth is created through
stakeholder collaboration. Note that this is not done to be socially responsible, but
because it is a competitive advantage.
Figure 1.
Corporate governance
IJQRM
24,7
756
Drew et al. (2006) identied ve integrated elements that underpin a rms ability to
manage risks, engage in effective CG, and implement new regulatory changes: Culture,
Leadership, Alignment, Systems, and Structure. Referred to, for the sake of
convenience, by the acronym CLASS, each element relates to the others. For example,
organizational culture is shaped by leadership practices. Systems support
organizational structure and shape its culture. Alignment ensures each element is
harmonized with the others so that, for example, explicit cultural norms are reinforced
by leadership, and systems reinforce the culture. No one element stands alone. As
Figure 4 illustrates, each element positively reinforces the others and strengthens
strategic risk management. After engaging in an examination process, board members
can map organizational challenges against these elements, identify areas in need of
improvement, and plan change management programs. Superior risk management
programs and stronger rm governance capabilities result. The elements of CG
addressed in Figure 4 could be considered as the core (i.e. management) of Figure 3 (i.e.
corporate community model). Combining the models therefore represents the inuence
of CG on CSR or corporate community.
CSR and nancial performance
Over the last three decades, the pressure on rms to engage in CSR has increased.
Many managers have responded to these pressures, but many have resisted. Those
who resist typically have invoked the trade-off between socially responsible behaviour
and protability. Management researchers have responded to this by attempting to
Figure 2.
Evolution of corporate
Corporate
governance
757
Figure 3.
The new perspective:
corporate community
model
Figure 4.
Five elements of corporate
governance to manage
strategic risk
IJQRM
24,7
758
demonstrate the effect of CSR on protability. The results of empirical studies of the
relationship between CSR and protability have been inconclusive, reporting positive,
negative, and neutral results (McWilliams and Siegel, 2000). However, it is expectable
that a CSR programme will cost the company money. By treating it as a business
function in the same way as nance or supplies or marketing, the company can control
those costs and cut its cloth to a compromise between the needs of the communities it
serves and what it can afford.
However, as Castka et al. (2004) emphasised, the purpose of CSR needs to be
thoroughly considered and treated as any other investment. They supported the
argument of McWilliams and Siegel (2001) that the core return on investment in CSR is
nding the optimum level that balances the need for maximizing prot from CSR
while satisfying the demand for CSR from multiple stakeholders (Figure 5). This
balance is resolved in the framework by the stakeholder dialogue and assessment of
their expectations and consequently by translation of these expectations into the
strategic plan of the organisation.
How to create social value: integrating CSR into management systems
Nelson (1998) and Zairi (2000) proposed an approach based on three elements for
building societal value added. Table I illustrates how this can be carried out. They
argue that companies that have started to make real headway in the area of societal
value-added tend to share four characteristics:
(1) They rely on value-based transformational leadership (i.e. sponsor-headed by
the CEO and reected in the companys vision/mission and value statements).
(2) Cross-boundary learning (a commitment to learning, innovation and through
networks and global partnerships).
(3) Stakeholder linkages (mutual benets through various modes of relationships).
(4) Performance levers (use of a wide range of nancial and non-nancial
performance measures, supported by auditing, verication, reporting and
recognition systems).
Castka et al. (2004) investigated the underlying issues that shape the development of
CSR standard and provided a framework for organisations to establish, manage,
improve and document a CSR management system. Their framework was based on
process and systems thinking and analogous to ISO 9001:2000 adding signicantly to
existing denitive management frameworks. In order to translate the CSR agenda into
organisational settings, there are currently several standards available. These
standards deal with different aspects of the CSR agenda and offer (or are going to offer)
a certication against specic requirements. Nevertheless, the reader should be aware
Figure 5.
Key CSR equilibrium
Corporate
governance
759
that there is a proliferation of other tools, techniques and conventions available (for
instance, Sigma GEMI, 2002; GRI, 2002; Sigma Project, 2001; International Labour
Organization (ILO) Conventions).
In pursuit of the development of ISO CSR system standard, ISO has established the
ISO Committee on consumer policy (ISO/COPOLCO). ISO/COPOLCO has been
carrying out a feasibility study on standards for CSR and facilitated a worldwide
discussion of the possible role of standards in dening the elements of CSR (ISO
Bulletin, 2002). The committee concluded that ISO management system standards
pertaining to CSR are both desirable and feasible, and would build on the existing ISO
9001 and ISO 14001 management system series (ISO COPOLCO, 2002). Furthermore,
it is advocated by ISO COPOLCO (2002) that the general plan-do-check-act approach of
ISO quality and environmental management systems standards (policy, planning,
implementation and operation, performance assessment, improvement, and
management review) should act as a useful template for the new standard. On the
top of this plan-do-check-act template, there is a set of key elements that could
conceivably form the requirements of the CSR MSS:
.
Compliance with all rules and regulations of the jurisdiction in question and
relevant international norms pertaining to the environmental, consumer, fair
labour standards, human rights, and health and safety protection, as agreed
upon through a meaningful stakeholder engagement process;
.
Processes for meaningful stakeholder engagement;
Approach Example of area of application
Efcient and ethical pursuit
of core business activities
Making environmentally and socially responsible decisions
Investing in the responsible sourcing production, distribution by
taking into account access to the poor
Creating local jobs
Paying taxes and royalties
Implementing social human resource policies
Adopting international accepted business standards
Supporting technology co-operation
Social investment and
philanthropy
Offering training programs to the community at large
Running employee volunteering schemes for social or cause-related
initiatives
Business education projects
Community health projects
Sponsoring community development trusts
Resource mobilisation and civic improvement
Contribution to the public
policy debate
Tackling obstacles to private sector development and responsible
foreign investment
Contribution to social and environmental policies and frameworks in
areas such as education, training, local economic development,
employment and environmental management
Supporting progress for good governance, including anti-corruption
initiatives and human rights standards
Source: Zairi (2000)
Table I.
Creating societal
value-added: a proposed
approach
IJQRM
24,7
760
.
Development, implementation, and communication of corporate responsibility
and corporate ethics policies, including those pertaining to anti-bribery and
corruption;
.
Training for socially responsible governance;
.
Relations with communities, philanthropy, outreach and involvement; and
.
Measurement and regular reporting to the full range of stakeholders and the
general public.
Note that these components have been synthesised from the following reports: ISO
COPOLCO (2002); Sigma Project (2001) and SII 10000 (IQNet, 2003).
CSR framework
Castka et al. (2004) proposed a useful framework, based on three major assumptions:
(1) The CSR framework should be integrated into business systems, objectives,
targets and performance measures.
(2) The governance system, whose purpose is to control, provide resources,
opportunities, strategic direction of the organisation and be held responsible for
doing so, is an integral part of business hence CSR system.
(3) Central to the CSR framework is the transformation of stakeholders needs and
expectation into business strategy, where the organisation has to balance the
need for CSR from their key stakeholders with entrepreneurship.
The CSR framework was proposed to organisations to establish, manage, improve and
document a CSR management system (Figure 6). This framework was designed as a
process-based management system compatible with ISO 9001:2000 quality
management system. Processes needed for the CSR management system include
processes for management and board responsibilities, identication of stakeholders
expectations, strategic planning, managing resources, processes and systems,
measurement and analysis, managing change and continual improvement. This
frameworks key is the transformation of stakeholders expectations into the
operations of the organisations with continual monitoring of the impact. Thus,
assessment will determine whether the organisation has satised its stakeholders or
not. The only way to successfully address the complete spectrum of the CSR
requirements is to look at the whole organisation and the way it carries out its
activities.
Leadership for socially responsible organizations
Considering the evolution of CG, the type of leadership should be changed in order to
make organizations more responsible for the requirements of society. In this respect,
understanding differences between different types of managers/leaders becomes
important. For instance, manager and transactional leader are comfortable in social
spaces that call for social distance expressed in terms of boss/subordinate,
teacher/follower; whereas the relationships between managers and transformational
leaders are based on small to non-existent social distances. Managers work for
transactional leaders but managers work with transformational leaders. When being
task oriented, the manager consolidates, the transformational leader redenes, and the
Corporate
governance
761
transformational leader creates. When working with people, managers control,
transactional leaders align, and transformational leaders liberate. Within the task and
human interaction contexts, managers and transactional leaders are more comfortable
with structure and constancy, whereas the transformational leader prefers less
structure and greater ambiguity. Table II provides some key contrasts.
Contrary to current beliefs that change leading to empowered social responsibility
and ethical behavior always occur at the organizations center in contexts reecting
change and uncertainty, socially responsible actions cluster at organizations margins.
The diverse orientation of inspirational specialists requires them to inhabit different
organizational realms and operate within different rules and roles. Transactional
leaders work outward from an organizational centre. They are central to business
Figure 6.
The CSR framework
Manager Transactional leader Transformational leader
Thought Dichotomous Dichotomous Holistic
Role Boss Teacher Learner
Relations Subordinate Follower Disciple
Activities Consolidator Transformer Creator
Methods Controller Aligner Liberator
Focus Task Organization Community
Source: Reeves-Ellington (1998)
Table II.
Manager, transactional
and transformational
leader personal
metaphors
IJQRM
24,7
762
activities and occupy an ofcial icon position of power, prestige, and authority within
the business-focused organization. In this position, they provide contexts and focus on
the business: ensuring prots, consolidating a centralizing hierarchy, and protecting
the organization from external environmental intrusion (Thomas and Humphrey,
1994). In periods of stability and reasonable alignment between organizations and
society, there is little challenge to the transactional leader. The transformational leader
is marginalized or driven out of the business organization. Transformational leaders
think of hierarchy in terms of the total society and its culture. They work from the
margins of the three where each tangentially touches the other. Transformational
leaders occupy themselves with options and opportunities to interact continuously and
pragmatically with the wider environment. They necessarily mediate and interpret
between systemic levels and often resist or reinterpret mandates and limitations
imposed by outlying social systems. If imposed constraints cannot be avoided,
successful transformational leaders creatively open the organization to reinterpret the
dissonance and ambiguities with the larger systems under which they operate. Once
open to these dissonances, they provide processes by which other organizational
members can integrate into the wider environment, while maintaining their drive
toward business objectives.
Auditing organisational commitment to environment and social
responsibility
Zairi (2000) proposed a framework which was based on a distillation of best practices
found to be inherent in world class organisations and can be used as a useful tool for
assessing organisational effectiveness vis-a`-vis practices related to environment and
community-based, socially-oriented practices. The framework is also a useful tool for
drawing together action plans for improvement and can provide signicant assistance
in steering organisations towards world class status as far as social responsibility and
environmental practices are concerned (see Table III).
Best practice application from MBNQA winners
Degrees of
importance
a
Degree of effectiveness
b
The organisations principal business activities
include systems to analyse, anticipate and minimise
public risk from hazards
1 2 3 4 5 1 2 3 4 5 6 7 8 9 10
Indicators for risk areas are identied and monitored 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10
Continuous improvement strategies are used
consistently, and progress is reviewed regularly
1 2 3 4 5 1 2 3 4 5 6 7 8 9 10
The organisation considers the impact that its
operations, products and services might have on
society and considers those impacts in planning
1 2 3 4 5 1 2 3 4 5 6 7 8 9 10
Employees at various levels in the organisation are
encouraged to be involved in professional
organisations, committees, task forces or other
community activities
1 2 3 4 5 1 2 3 4 5 6 7 8 9 10
Employees participate in a variety of professional,
quality and business improvement associations 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10
Overall actual score (maximum 60)
Table III.
Best practices
Corporate
governance
763
It is essential for companies to keep their own checklists of important social issues,
which they can regularly update. A new checklist is proposed, which is presented in
the Appendix. Although the checklist is not exhaustive, it could help the senior
managers to gauge how far their company has to go to achieve the status CSR. In the
following, a case study is presented to show how the auditing system works.
Case study
In order to show how the auditing system works, the questionnaires represented in
Table III and the Appendix are compared and a new questionnaire is developed for
which, it is attempted to include all questions as much as possible. The questions
include the following items:
.
Systems and policies;
.
Indicators, monitoring and data recoding;
.
Continuous improvement;
.
Consideration of the impacts of organizations activities on society;
.
Employee involvement;
.
Customer care and voluntary activities;
.
Relationships with government and environment;
.
Payments to employees;
.
Employee education and training; and
.
Up and down communications.
The answers are considered to be given in a ve-point Likert-type scale (1 strongly
disagree; 5 strongly agree). The questionnaire is mailed to 200 managers of small
to medium size manufacturing companies, located in Isfahan province in Iran in 2005,
each with an area between 3,000 m
2
and 10,000 m
2
. To increase the response rate, a
summary of the purpose of research and authors previous research on the subject is
offered to potential respondents. After a month, 67 questionnaires are returned (a
response rate of 33.5 per cent). Of these, nine are eliminated as a result of inadequate
data, leaving 58 questionnaires that are considered for data analysis. The prole of
companies in the survey included 24 Carpet industries, 17 car spare parts producers,
eight domestic furniture producers, ve food industries, three textile industries, and
one tile industry.
One sample t-test with test value of 3 is used to investigate the status of CSR in the
organizations under study. Table IV represents a summary of the results.
Discussion and conclusions
Considering the results of the case study, it is found that six items have meaningful
differences from the test value (i.e. 3). Two of the six items are greater than three, which
are employee involvement and employee education and training. It is important to note
that currently many quality improvement programs are being implemented in Iran.
For instance, 37 of the 58 companies in this research have certicates of ISO 9000. Also,
currently most of the organizations are attempting to achieve quality awards, such as
The European Quality Award (TEQA). Therefore, due to the requirements of such
systems, most of the organizations in the study have implemented programs for the
IJQRM
24,7
764
empowerment of their employees, including employee involvement, education and
training.
Items such as systems and policies, indicators, monitoring and data recording,
payments to employees and up and down communications have values less than the
mean with great differences. This might be partly due to the weak support and
commitment of top management. Also, the low level of payments to employees in some
of the organizations is associated with many factors including the regulations of the
ministry of work and economic factors such as the ination rates in the country. It
should be noted, not all companies qualied for quality management systems
certicates, could maintain the standard and always this is a great challenge in such
organizations; therefore, it seems that having the certicates in tern does not
necessarily mean that the company has compatibility with all requirements of the
standards, such as systems and policies, indicators, monitoring, etc.
However, although the case study provides new perspective on how organizations
could assess their capabilities to harness CG towards CSR, more research is needed to
evaluate the questionnaire and its application in other organizations and areas.
The basic cause of todays continuing conict between protability and
responsibility is that managers do not seem to understand that these two interests
can be united. Stakeholder collaboration is now the key to creating economic wealth. In
the new perspective, as emphasised in Figure 1 and Figure 6, stakeholder collaboration
does more than gain resources and political support; it allows joint problem solving to
increase the rms store of valuable knowledge. Future research needs to focus on the
stakeholder assessment process and its translation into CSR objectives and policies.
As it was addressed in Figure 6, adopting a process-based management systems
approach as the foundation for a CSR management system will provide top
management with a holistic view of the business that takes into consideration a single
system approach to governance. This approach will provide management with internal
control, clearly identify responsibility and will embed CSR in their organisation. This
approach overcomes much of the criticism surrounding many current CSR systems
approaches.
The leadership style is also found to play an important role in socially responsible
organizations. In this respect, transformational leader seems to be more effective,
comparing with manager and transactional leader.
Question Mean St. dev. T-statistics P-value
1 1.810 0.982 29.23 0.000
*
2 2.500 0.800 24.76 0.000
*
3 3.000 1.124 0.000 1.000
4 2.914 1.204 20.550 0.590
5 3.379 1.073 2.69 0.009
*
6 1.4310 0.625 219.14 0.000
*
7 3.241 0.942 1.95 0.056
8 2.310 0.883 25.95 0.000
*
9 3.897 0.892 7.65 0.000
*
10 2.672 1.066 22.34 0.023
*
Note:
*
p , 0:05
Table IV.
Summary of the results of
questionnaire
Corporate
governance
765
CSR is a concept to run organisations protably yet in a social and environmentally
responsible way in order to achieve business sustainability and stakeholder
satisfaction. The proposed checklists in this paper (Table III and the Appendix) by
no means cover almost all issues of CSR. Although it seems a hard work, the pay-offs
are generally worthwhile.
It is important to note that no corporation is perfect, just as no person is perfect. In
the modern business environment, however, society demands more and more that
corporations be whiter than white in their behaviour. In this environment it is useless
for a company to claim to be a good corporate citizen unless it is prepared to accept the
need for CSR. Social responsibility must be built into the management structure and
processes of the company so that, as far as possible, all social responsibility issues are
foreseen, covered by corporate policy, and dealt with in a way that shows an
understanding of the issues involved and a willingness to help solve societal problems.
CG as a critical element for driving excellence in CSR can be a source of competitive
advantage for rms in its own right. It is hoped that this article is a step towards such
advantage, and that it stimulates further discussion and effective practice.
References
Academy of Management (2003), Corporate Social Responsibility, Call for papers for Special Issue
of Journal of Management Studies, available at: http://apps. aomonline.org (accessed
27 October 2003).
Bowie, N.E. (1983), Changing the rules, in Beauchamp, T.L. and Bowie, N.E. (Eds), Ethical
Theory and Business, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
Carroll, A.B. (1979), A three-dimensional model of corporate performance, Academy of
Management Review, Vol. 4, pp. 497-505.
Carroll, A.B. (2000a), Ethical challenges for business in the new millennium: corporate social
responsibility and models of management morality, Business Ethics Quarterly, Vol. 10
No. 1, pp. 33-42.
Carroll, A.B. (2000b), The four faces of corporate citizenship, in Richardson, J.E. (Ed.), Business
Ethics 00/01, Dushkin/McGraw-Hill, Guilford, CT, pp. 187-91.
Castka, P., Bamber, C.J., Bamber, D.J. and Sharp, J.M. (2004), Integrating corporate social
responsibility (CSR) into ISO management systems in search of a feasible CSR
management system framework, The TQM Magazine, Vol. 16 No. 3, pp. 216-24.
Drew, S.A., Kelley, P.C. and Kendrick, T. (2006), CLASS: ve elements of corporate governance
to manage strategic risk, Business Horizons, Vol. 49, pp. 127-38.
Flores, C.A. (2001), Socially challenged: the corporate struggle with responsibility, unpublished
MBA student paper, Auburn University, Auburn, AL.
GEMI (2002), Exploring Pathways to a Sustainable Enterprise: A Sustainable Development
Planning Tool User Guide, Global Environmental Management Initiative, Washington,
DC, available at: www.gemi.org (accessed 24 November 2002).
GRI (2002), Sustainability Reporting Guidelines, Global Reporting Initiative, London, available at:
www.globalreporting.org (accessed 24 November 2002).
Gillan, S.L. (2006), Recent developments in corporate governance: an overview, Journal of
Corporate Finance, Vol. 12, pp. 381-402.
Gillan, S.L. and Starks, L.T. (1998), A survey of shareholder activism: motivation and empirical
evidence, Contemporary Finance Digest, Vol. 2 No. 3, pp. 10-34.
IJQRM
24,7
766
Halal, W.E. (2000), Corporate community: a theory of the rm uniting protability and
responsibility, Strategy & Leadership, Vol. 20 No. 2, pp. 10-16.
Harrison, J.S. and Freeman, R.E. (1999), Stakeholders, social responsibility, and performance:
empirical evidence and theoretical perspectives, Academy of Management Journal, Vol. 42
No. 5, pp. 479-85.
IQNet (2003), Draft Israeli Standard IS 10000: Social Responsibility and Community Involvement,
available at: www.newsletter.iqanet-certication.com/ed3/art11.htm (accessed 1 January
2003).
ISO Bulletin (2002), A daunting new challenge are standards the right mechanism to advance
corporate social responsibility?, ISO Bulletin, July.
ISO COPOLCO (2002), The Desirability and Feasibility of ISO Corporate Social Responsibility
Standards, May, Final report by the Consumer Protection in the Global Market Working
Group of the ISO Consumer Policy Committee (COPOLCO), Geneva.
Jensen, M.C. (20012005), Value maximization, stakeholder theory, and the corporate objective
function, in Chew, D.H. and Gillan, S.L. (Eds), Corporate Governance at the Crossroads:
A Book of Readings, McGraw-Hill, New York, NY.
Journal of Consumer Marketing (2001), Social Responsibility for Consumer Marketing Rractice,
24 January, Call for papers for special issue, Journal of Consumer Marketing, available at:
www.literaticclub.co.uk/news/call18.html
McWilliams, A. and Siegel, D. (2000), Corporate social responsibility and nancial performance:
correlation or misspecication?, Strategic Management Journal, Vol. 21 No. 5, pp. 603-9.
McWilliams, A. and Siegel, D. (2001), Corporate social responsibility: a theory of the rm
perspective, Academy of Management Review, Vol. 26 No. 1, pp. 117-27.
Manakkalathil, J. and Rudolf, E. (1995), Corporate social responsibility in a globalizing market,
SAM Advanced Management Journal, Vol. 47, pp. 29-32.
Nelson, J. (1998), Leadership companies in the twenty-rst century: creating shareholder value
and societal value, Visions of Ethical Business, Financial Times Management, Vol. 1,
October, pp. 21-6.
Oppewal, H., Alexander, A. and Sullivan, P. (2006), Consumer perceptions of corporate social
responsibility in town shopping centres and their inuence on shopping evaluations,
Journal of Retailing and Consumer Services, Vol. 13, pp. 261-74.
Reeves-Ellington, R.H. (1998), Leadership for socially responsible organizations, Leadership &
Organization Development Journal, Vol. 19 No. 2, pp. 97-105.
Shleifer, A. and Vishny, R. (1997), A survey of corporate governance, Journal of Finance,
Vol. 52, pp. 737-75.
Sigma Project (2001), The Sigma guidelines, The SIGMA Project: Sustainability in Practice,
pilot draft, The Sigma Project, London, May.
Smith, N.C. and Quelch, J.A. (1993), Ethics in Marketing, Irwin, Homewood, IL.
Thomas, N. and Humphrey, C. (1994), Shamanism, History, and the State, The University of
Michigan Press, Ann Arbor, MI.
Wilson, I. (2000), The new rules: ethics, social responsibility and strategy, Strategy &
Leadership, Vol. 28 No. 3, pp. 12-16.
World Business Council for Sustainable Development (WBCSD) (1999), Corporate Social
Responsibility, WBCSD, Geneva.
Zairi, M. (2000), Social responsibility and impact on society, The TQM Magazine, Vol. 12 No. 3,
pp. 172-8.
Corporate
governance
767
Appendix
(1) Does your company have a social responsibility policy, or a comprehensive collection of
policies that amount to the same thing?
.
Have you developed any products primarily because they meet a social rather than a
commercial need?
.
Has your company obtained an outside view of its social responsibility performance?
Do you know where it stands now?
.
Does it have a system to encourage managers to include social responsibility criteria
in business decisions? Does that system work?
.
Does the company encourage its employees to participate in voluntary organizations?
.
Does your company realise the role of stakeholders in the continuous improving
system of CSR?
.
How much have you developed knowledge in your organization towards CSR?
(2) How much care does your company take in deciding who it should make charitable
donations to?
.
Is giving policy and practice reviewed on a regular and continual basis?
.
Are the beneciaries largely in areas of real social need?
.
When was the last time your company gave practical help rather than cash?
(3) How many managers or other employees does your company have on full-time or
part-time loan to a voluntary organization at the moment?
.
What does the company do to make it easier for employees to help voluntary
organizations in a less formal way?
.
Do employees feel they are backed up by management if they wish to spend some
time helping a charity?
(4) Does your company regularly nd itself in conict with a local government authority, a
residents association, or environmental pressure groups? If so, have you ever admitted
that the fault might be yours?
.
When did you last ask people living near your plant or ofce building what they
thought of your company and its activities?
.
When did you last give these people any information about what goes on behind the
factory walls?
.
When did you last invite them to see what you do?
.
Has the company an effective liaison with local schools/hospitals?
.
What have you done to improve the general appearance, noise level, trafc nuisance,
etc. of your premises?
.
What have you done to upgrade the immediate local environment?
.
Are there any industrial eyesores for which your company was responsible decades
ago, but which have not been rehabilitated?
.
Would you be happy about the good-neighbourliness of your factory if you had to
live next door to it?
.
Do you have a really efcient environmental control and protection system? Have you
tested it to see that it does work? Does the company environmental supremo if there
is one have the authority to impose his decisions over those of plant managers, or
does corporate policy ensure compliance in some other way?
IJQRM
24,7
768
.
If you have had a programme of redundancies over the past ve years, have you
attempted to nd alternative work for the people affected?
.
Has the company a programme of job creation to replace jobs lost to the community
through redundancy?
(5) Would you say your relationships with government are (a) good, (b) tolerable, (c) awful?
.
What are you doing to improve them?
.
How about relationships with:
.
Consumers?
.
Stakeholders?
.
Third world countries?
.
Small suppliers?
.
Environmental and other pressure groups?
.
Multinational trade unions?
.
Human rights organizations?
.
Do you actually know what your relationship with each of these groups is?
.
What efforts have you made to nd out?
.
When did you last invite a speaker from a pressure group to a management meeting?
.
Is there anyone at a senior level in the company who has the responsibility for
championing the rights of consumers? Small suppliers?
(6) Does your company pay: better than average salaries and wages/about average/less than
average, for the industry?
.
Does your company have:
A system of prot sharing?
A job enrichment programme?
A programme of employee participation?
.
Are these all taken seriously by both managers and employees?
.
Are you satised with your employee benets programme? Are the employees
satised with it? Is it really programmed to meet needs?
(7) Has your company a system to monitor the health dangers of every material that comes
on to the premises?
.
Has its safety programme produced a steady annual reduction in accident gures?
.
Does it have a programme of ergonomic adaptation of workplaces?
.
Is it attempting to relieve the problems of corporate bigamy?
.
Does it have an active programme to promote employee physical tness?
.
Does it have a rehabilitation programme for the disabled, the mentally ill? Drug
addicts, and alcoholics in the workforce?
(8) How much is spent on employee education and training compared with maintenance of
buildings and equipment?
.
How many CKOs do you have compared to your CEOs?
.
Is the company educating employees to be adaptable for a variety of positions?
.
What help does it give in general educational improvement for employees?
.
Is there a check to ensure that no one misses out on training and education?
Corporate
governance
769
.
Is there a career planning provision for all employees?
.
Is there an outplacement scheme, where necessary?
.
Is there a pre-retirement course available to all?
(9) Does your company have a policy and programme to prevent and redress discrimination
against?
.
Women?
.
Racial minorities?
.
The over-45s?
.
The physically handicapped?
.
The mentally rehabilitated?
.
Ex-offenders?
.
The obese?
.
Have you a monitoring procedure that tells you whether the anti-discrimination
policies are working?
(10) Does the company retain any data about employees that are not a strict business
necessity?
.
Do the employees know what data are recorded about them?
.
Can they check their accuracy and challenge what they believe to be inaccurate data?
.
Do you have blacklists or les of unsubstantiated personnel data?
.
Is there a corporate policy on who has access to personnel data? Is it followed?
(11) Are you satised with communications up, down, and horizontally? Is it open and
well-used?
.
Do you have a system of briengs for lower-level employees? For middle managers?
.
Do lower and middle-level employees ever have the chance to quiz top management?
.
What do people on the shop oor think of top management?
.
Do you have an employee annual report?
(12) Have you been surprised by a revelation of illegal or immoral conduct in business by
your company?
.
Have you analysed why it happened and taken measures to prevent recurrence?
.
Does the organizational climate encourage or discourage openness and constructive
criticism?
.
Is the pressure to achieve nancial results so strong that it can lead managers to
compromise their principles?
.
Has any employee blown the whistle because he could not obtain adequate hearing
within the company? Was he penalized for speaking out? What did the company
learn from the experience?
.
What have you done to establish a tone of morality throughout the company?
Corresponding author
Arash Shahin can be contacted at: [email protected]
IJQRM
24,7
770
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints