大学道德More Ethical More Sensible85082548751027.docx
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大学道德MoreEthicalMoreSensible85082548751027
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阅读文章:
DoesCorporateSocialResponsibilityIncreaseProfits?
Postedbyde-admin•May12,2011•Printer-friendly
byRonRobins,InvestingfortheSoul
Itisgenerallyheldthatcorporatesocialresponsibility(CSR)couldincreasecompany
profitsandthusmostlargecompaniesareactivelyengagedinit.Butfewexecutives
andmanagersareawareoftheresearchonthisimportantsubject.AndasIreview
here,theresearchdoesshowthatitmayimproveprofits.However,linkingprofit
growthtoabstractvariablesthatarefrequentlydifficulttodefineisachallengingtask.
MostexecutivesbelievethatCSRcanimproveprofits.They
understandthatCSRcanpromoterespectfortheircompanyinthemarketplacewhich
canresultinhighersales,enhanceemployeeloyaltyandattractbetterpersonneltothe
firm.Also,CSRactivitiesfocusingonsustainabilityissuesmaylowercostsand
improveefficienciesaswell.Anaddedadvantageforpubliccompaniesisthat
aggressiveCSRactivitiesmayhelpthemgainapossiblelistingintheFTSE4Goodor
DowJonesSustainabilityIndexes,orothersimilarindices.Thismayenhancethe
company‟sstockprice,makingexecutives‟stockandstockoptionsmoreprofitable
andshareholdershappier.
Substantiatingsomeofthesebeliefsisastudy,Corporatecitizenship:
Profitingfrom
asustainablebusiness,bytheEconomistIntelligenceUnit(EIU)publishedin
November2008.CorporatecitizenshipisanothertermroughlyequivalenttoCSR.
TheEIUstudysaidthat,“corporatecitizenship[CC]isbecomingincreasingly
importantforthelong-termhealthofcompanieseventhoughmoststruggletoshowa
returnontheirinvestmentfromsociallyresponsibleactivities…74percentof
respondentstothesurveysaycorporatecitizenshipcanhelpincreaseprofitsattheir
company…Surveyrespondentswhosayeffectivecorporatecitizenshipcanhelpto
improvethebottomlinearealsomorelikelytosaytheirstrategyis„veryimportant‟
totheirbusiness(33percent)comparedwithothersurveyrespondents(8percent).”
AttheheartofthedebateastowhetherCSRimprovesprofitsisfirsthowyoudefine
it.BesidesthetermsCSRandCC,anotherfrequentlyusedandrelatedtermis
corporatesocialperformance(CSP).IntheabovequotedEIUstudy,itprovidesthe
followingdefinitionofCC:
“corporatecitizenshipisdefinedastranscending
philanthropyandcompliance,andisaddressinghowcompaniesmanagetheirsocial
andenvironmentalimpactsaswellastheireconomiccontribution.Corporatecitizens
areaccountablenotjusttoshareholders,butalsotostakeholderssuchasemployees,
consumers,suppliers,localcommunitiesandsocietyatlarge.”
ThestudyofCSRanditsrelationtocorporateprofitsisgrowing.Themostrecent
studyonthissubjectisbyCristianaManescu.Inherthesis,"EconomicImplications
ofCorporateSocialResponsibilityandResponsibleInvestments,”atthe
UniversityofGothenburg'sSchoolofBusiness,EconomicsandLaw,Sweden,she
wroteonDecember6,2010that,“theresults[ofherthesis]revealthatCSRactivities
donotgenerallyhaveanegativeeffectonprofitability,butthatinthefewcaseswhere
theyhaveapositiveeffect,thiseffectisrathersmall.”Otherstudiesaddfurther
perspectives.
DefiningtheexperienceofCSRinrelationtodifferentindustriesisthisstudy,"The
EconomicsandPoliticsofCorporateSocialPerformance"byDavidP.Baron,
MaretnoA.Harjoto,andHojeJo,publishedonApril21,2009.Theresearchersfound
that,“Forconsumerindustries,greaterCSP[corporatesocialperformance]is
associatedwithbetterCFP[corporatefinancialperformance],andtheoppositeistrue
forindustrialindustries…EmpiricalstudieshaveexaminedtherelationbetweenCSR
andcorporatefinancialperformance,andwhiletheresultsaremixed,overallthe
researchhasfoundapositivebutweakcorrelation.”
However,reviewingindividualempiricalstudiescanbeconfusing.Butbyusingthe
techniqueof„meta-analysis,‟manystudiescanbestatisticallyanalysedtodetermine
collectiveresults.Ameta-analysisonCSRanditslinktoprofitswonthefamed
sociallyresponsibleinvesting,MoskowitzPrizein2004.Thestudy,"Corporate
SocialandFinancialPerformance:
AMeta-Analysis,"wascompiledby
researchersMarcOrlitzky,FrankL.SchmidtandSaraL.Rynes.Ityielded
encouragingdatasuggestingapositivelinkbetweenCSRandincreasedprofits.
Summinguptheirresults,theresearcherssaid,“weconduct[ed]ameta-analysisof52
studies(whichrepresentthepopulationofpriorquantitativeinquiry)yieldingatotal
samplesizeof33,878observations.Themeta-analyticfindingssuggestthatcorporate
virtueintheformofsocialresponsibilityand,toalesserextent,environmental
responsibility,islikelytopayoff…CSP[corporatesocialperformance]appearstobe
morehighlycorrelatedwithaccounting-basedmeasuresofCFP[corporatefinancial
performance]thanwithmarket-basedindicators,andCSPreputationindicesaremore
highlycorrelatedwithCFPthanareotherindicatorsofCSP.Thismeta-analysis
establishesagreaterdegreeofcertaintywithrespecttotheCSP-CFPrelationshipthan
iscurrentlyassumedtoexistbymanybusinessscholars.”
SotheresearchgenerallyindicatesthatCSR/CC/CSP,nomatterhowyoudefineit,
doesofferpotentialbenefittocorporateprofits.Butthereisanotherunanswered
problem,andthatrelatestocausation.
DohighprofitsenablegreaterspendingonCSR,orisitthatCSRitselfcreateshigher
profits?
Referringagaintothestudy,"TheEconomicsandPoliticsofCorporateSocial
Performance,"theresearcherswritethat,“…thedirectionofcausationremainsan
openquestion.Thatis,goodCSPcouldcausegoodCFP,butgoodCFPcouldprovide
slackresourcestospendonCSP.AstheEconomistwrote,„...whetherprofitable
companiesfeelrichenoughtosplashoutonCSR,orCSR[activityitself]brings
profits.‟”Hopefully,futureresearchwillbeabletoanswerthisquestion.
Onbalance,surveysandtheresearchliteraturesuggestthatwhatmostexecutives
believeintuitively,thatCSRcanimproveprofits,ispossible.Andalmostnolarge
publiccompanytodaywouldwanttobeseenunengagedinCSR.Thatisclear
admissionofhowimportantCSRmightbetotheirbottomline,nomatterhow
difficultitmaybetodefineCSRandlinkittoprofits.
RonRobinsisFounderandAnalystatthewebsiteInvestingfortheSoulanda
financialandeconomicscolumnistfor,aleadingMiddleEastern
businessportal/publication.
Thisarticleisreprintedwithpermission.Copyright.
请大家阅读上述附件后完成下面的写作任务。
Whatdoesthiscaseexemplifyinthebusinessworldtoday?
Thinkaboutthisquestionandfinishthefollowingwritingtask.
Theglobalenergygiant,BP,hasbeenmakingaconcertedefforttocreateandmarketanenvironmentallyfriendlyimage.Itswebsiteconveysanimageofenvironmentalawarenessandsocialresponsibility.TheBPlogo,animagethatcombineselementsofaclassicsolarrenderingandaflower,isclearlyintendedtoconveyanimageof“naturefriendliness”.Therearealsolinkstodescriptionsofthefirm’senvironmentinitiativesandpoliciesandpracticesregarding“green”businesspractices.
However,forthepastseveralyears,BPhasbeenchargedwithmajorenvironmentaloffensesalmostannually.In2005,BPallegedlyignoredknowledgethatitsTexasCityrefinerywasunsafeinacost-cuttingeffortthatledtoanexplosion,15deaths,anddozensmoreinjuries.Thefollowingyear,BP’snegligenceatitsPrudhoeBayoilfieldcauseda200,000-gallonoilspillandmisdemeanorviolationoftheCleanWaterAct.Then,in2007,BPlobbiedIndianaregulatorsforanexemptionallowingittoincreaseitsdailyreleaseofammoniaandsludgeintoLakeMichigan.Finally,theBPoilspillintheGulfofMexicoin2010,whenthefirm’sDeepwaterHorizonrigcollapsed,ledtoasignificantbacklashagainstthefirmandultimatelyresultedintheousterofCEOTonyHayward.
Despitethesemisdeeds,however,BPstilltriestomaintainitsimageasa“green”company.TheNaturalResourceDefenseCouncilhasevenpraiseditforbeingaleaderintheindustry’smovetowardrenewableenergy.
Basedonyourunderstandingoftheessenceofbusiness,writeanessayabout350wordstostateyourpointofviewonthetwofollow-upquestions.Pleaseusespecificdetailstosupportyouridea.
1)Whydocorporationsbehaveunethically?
2)Whyshouldcorporationsbehaveethically?
Pleasesupplyanappropriatetitleforyourcompositionandfinishyourwritingwithin40minutes.
MoreEthical,MoreSensible
Businessisplayinganunprecedentedroleinoursocietyintermsofresultanteffectofanybigeventconcerningeconomyandtrade.That'swhytheissueofbusinessethicshasdrawnpublicattention.Hardlycouldunethicalbehaviorsrevealedpreviouslyendwithoutaseriesofdestructivedamagetoeitherthenaturalenvironmentorhumanproperty,sometimeseventohumanlives.Undersuchcircumstance,it'scrucialtounderstandthemotivationofcorporationsconductingmisbehaviorsandtheprofoundmeaningofbehavingethically,particularlyintheworldofbusiness.
It'snotdifficulttoassumethatanywrongdoingofbusinesseshassomethingtodowiththeirprofit,moreorless,asistheessenceofbusiness.Simplyputit,companieswithmostcompetitiveadvantagesinthebusinessrealmarethosecapableofearningmostprofitwithleastcost.Bearingsuchmoney-orientedvalues,businessorganizationsfindithardtostrikeabalancebetweenconsiderableprofitandcorporatesocialresponsibilityand
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