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CSR - Case Johnson and Johnson

CSR - Case Johnson and Johnson

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Published by: Philippe André Schwyn on Apr 14, 2012
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Why Corporate Social Responsibility Matters Assessment Number 2 – Case Study: Johnson & Johnson

Submitted by

Philippe Schwyn Student ID: 807FBBA009

Submitted to Mr. Jose Roberto L. Del Rosario, Jr.

Submitted on December 28, 2011

Outline: 1) First. Social responsibility and Human Rights. b. explain the strategy employed by the company and comment on its comprehensiveness. Discuss specific CSR programs that “Johnson and Johnson” has initiated to implement its CSR strategy. c. e. what do you believe are the reasons for these discrepancies? Is the company in voluntary compliance with SA8000? Is there a correlation between the company’s profitability and the effectiveness of its CSR program over the last 3 to 5 years? Discuss your opinions relating to the motivation and the intent of “Johnson and Johnson’s” management in leading a CSR effort. 4. assess the effectiveness of the implementation of “Johnson and Johnson’s” CSR strategy by answering the following questions: a. 3. d. c. 2) Supply chain responsibility. Environmental responsibility. b. assess the extent of CSR adoption in “Johnson and Johnson” by answering the following questions: a. 2. Community Investment. Which of the following CSR areas do they cover? 1. Does “Johnson and Johnson” appear to have adopted a spirit of full disclosure? Are there discrepancies or contradictions between the company’s stated CSR policy and its actions? What about between the company’s policy and the actions of its subsidiaries and supply chain partners? If so. Which levels of “Johnson and Johnson’s” management are involved in the company’s CSR initiatives? Has the company developed a comprehensive strategy that defines the borders of its CSR initiatives? If yes. . Second.

To follow a decentralized management approach 3. assess the extent of CSR adoption in “Johnson and Johnson” by answering the following questions: a. especially the recall of their Tylenol painkillers in 1982. To manage for the long term 4. Which levels of “Johnson and Johnson’s” management are involved in the company’s CSR initiatives? Johnson & Johnson is one of the most recognized socially responsible organizations among the Fortune 500 companies. Robert Johnson also established the socially responsible company credo and four strategic principles. all J&J employees are involved in the company’s CSR initiatives. Robert Wood Johnson II. including its CEO and board of directors. Johnson & Johnson does not have a CSR dedicated division to oversee the implementation and audit of policies. The company has achieved such status due to a long running commitment to social responsibility.1. . In such terms. Johnson & Johnson became an early socially responsible company under the Chairmanship of one of its founder’s sons. but instead established a corporate structure that ensures that all business decisions are subjected to its social values and growing of a socially responsible organizational culture. b. Heading the company to international success from 1932 to his death in 1963. To be broadly based in human health care 2. The four strategic principles include: 1. which is reflected in consistent top listings both in the Harris Interactive National Corporate Reputation Survey and Barron’s Magazine (JnJ 2012). As far as online research can reveal. which in turn resulted in a number of commendable behaviours and very low scandalous incidents during the last several decades. Has the company developed a comprehensive strategy that defines the borders of its CSR initiatives? If yes. First. Most frequently cited examples include swift and voluntary product recalls. explain the strategy employed by the company and comment on its comprehensiveness. To focus on people and values The company credo is a one page document which summarizes to the following points to be followed in terms of importance. which persisted to this day.

facilities and products) Recognition of mistakes and taking responsibility thereof Building of reserves and provisions for adverse times (JnJ 2008) The above framework describes a very comprehensive CSR strategy with clear boarders and priorities. clearly limiting itself to activities of expertize. health and education Sustainable usage and protection of properties. Nurses and Patients. all business decisions are to be subjected to these guiding principles. With its principles and credo.Customers      Doctors.First Responsibility . orderly and safe working conditions Respect and supportive of family responsibilities Freedom of expression (suggestions and complaints) Equal opportunities for those of equal qualification Provision of competent. J&J communicates an understanding of its industry and strengths. . putting the customers first. Furthermore. charities and fair payment of taxes Encouragement of civic improvements. Mothers and Fathers and other users of J&J products All J&J Products must be of highest quality The reduction of costs to offer reasonable prices Prompt and accurate service of customer orders Providing profit opportunities for suppliers and distributors Second Responsibility – Employees          All employees are considered individuals Respect for personal dignity and merit Provide job security Fair compensation Clean. the environment and natural resources Fourth Responsibility – Shareholders       J&J must make a “sound” profit Exploration of opportunities Continuation of R&D and innovation Physical expansion (purchase and introduction of new equipment. just and ethical management Third Responsibility – Community     Responsible behaviour towards local communities and the world community Support of “good work”.

Environment The environment is provided for in the company’s third priority on the community. Human Rights Human Rights are provided for in the company’s second priority on Employees. any project which does not satisfy all points included in the long-run should not be considered (JnJ 2008). that are not included. guaranteeing sustainable usage of resources.employees and the community second and third. health and education. The company further encourages its employees to engage in charitable or socially beneficial activities. The principle further stipulates the promotion of and support of third party efforts for this cause. Issues not addressed in J&J’s principles: Compliance and Auditing Johnson did not include provisions to force compliance with his principles nor setup internal or external auditing rules to keep corporate performance in check. . there are some performance indicators mentioned and the company now employs Price Waterhouse Coopers (PWC) as an external auditor to its CSR activities. This was also mentioned as a stakeholder critique in the Chairman’s message of the 2008 sustainability report. While these principles are comprehensive and if implemented as intended forces the firm to provide important services for humanity in a responsible and sustainable way. and shareholder interest last. fair compensation and a safe and inspiring working environment. According to these principles. there are several issues. While the company explains its commitment to improving this issue in the same report. Modern-day CSR issues addressed in J&J’s principles: Fair Trade Fair Trade is provided for in the company’s first priority on customers. guaranteeing profit opportunities to its suppliers and distributors while focusing on socially relevant products. which is proven to have a beneficial effect on personal psyche and is exercised by 80% of its workforce according to its 2008 sustainability report. guaranteeing equal opportunities. I believe to be vital to a comprehensive CSR strategy.

which perhaps is a reflection of the general CSR problem and vagueness of many contemporary efforts (e. Again however. In 2008. Most of these initiatives are guidelines and many companies can benefit from its branding by mere association rather than mandatory. Supply Chain Other than issues of fair trade the credo also doesn’t require the company’s suppliers or distributors to commit to J&J’s CSR values. production quality and other diverse issues. Independent of the company credo however. In these terms we would argue that Johnson’s credo and principles have done a satisfactory job in committing his company to a long-term set of realistic guidelines that seem to have embedded itself in J&J’s .g. We would argue that for most international corporations. one cannot help but notice that most of the language used emphasises “good intentions” rather than commitments. Corruption Both the company’s principles and sustainability report make no mention of corruption. In summary. GRI etc. however the company does not commit itself in usage. especially those supplying governments and health institutions around the world. When reading the company’s sustainability reports. UN Global Compact. Transparency This addresses a similar concern as compliance and auditing. Other standards mentioned include the Global Reporting Initiative for the preparation of the sustainability report.). this should be an important topic and taken notice of. The company’s principles and credo do not include any clauses on transparency. In 2009 it claims to have audited 98%. the company supports the Carbon Disclosure Project as one of the more popular ones. the company has recognized the need for transparency and promises improvements in transparent sustainability reporting throughout its operations.Among several standards. Johnson & Johnson currently ranks 62 on the general GRI score sheet. auditable and punishable commitments. Johnson & Johnson has a long standing history of socially responsible behaviour that is no doubt the result of its early CSR adoption and visionary approach of Robert Johnson II. the firm has started to audit its supply chain according to its own extended principles. mostly healthcare related. it had audited 35% of its supply chain on child labour. somewhat disallowing the public to measure J&J’s compliance and performance on their own or external standards and indexes.

Which of the following CSR areas do they cover? In addition to the before mentioned principles Johnson & Johnson in 2006 established a series of sustainability goals for 2010. (JnJ 2010)  Healthy People 2012    Create. even though there is certainly room for a more comprehensive and definite formulation of strategy. Product Stewardship: all operating companies to establish sustainability plans and electronic products “take back” programs Environment: Subject all employees to recurring environmental education Biodiversity: All operating companies to establish sustainability plans for biodiversity Compliance: Zero accidental environmental releases. Energy: 7% absolute CO2 reduction from 1990 levels and reduction of fleet emissions by 30% from 2003. zero environmental violations While most other goals have been achieved by 2010. which it summarized in two CSR programmes called Healthy Planet 2010 and Healthy People 2012. Promote and Sustain an Organizational Culture of Health Reduce Employment Health Risk Factors Promote a consistent Approach to the Deployment of Occupational health Services and Standards (JnJ 2010) . Discuss specific CSR programs that “Johnson and Johnson” has initiated to implement its CSR strategy.corporate culture over time. Supply Chain: 100% of external manufacturers in conformance with J&J External Manufacturing standards. compliance experienced a slight negative trend towards year-end and was not achieved. Water: 10% reduction in water use from 2005 Waste: 10% reduction of hazardous and non-hazardous waste from 2005 Packaging: Elimination of PVC packaging in several sectors and strong increase of sustainable paper in office and packaging. The two programs included the following goals respectively: Healthy Planet 2010 (Summarized)          Transparency: 100% of manufacturing and R&D facilities are to provide public environmental sustainability information. The company reacted with more awareness programs and waste management training. c.

The target was achieved to 98%. Healthy Future 2015 intends to extend this effort to more J&J’s suppliers while increasing the share of diverse suppliers (e.With the expiration of the Healthy Globe 2010 goals. Supply chain responsibility. that external manufacturers only cover roughly 1000 of the company’s 50’000 suppliers. minority and women owned businesses). health-conscious and safe employees in the world Building on our legacy in safeguarding the planet Partnering with suppliers that embrace sustainability Committing to enhanced transparency and accessing the power of external collaboration (JnJ 2010) The program further stipulates well-defined measurement indicators and targets. In line with J&J’s credo. Healthy Globe 2010 to some extent covers the company’s supply chain responsibility. Healthy People will continue of course until its expiry in 2012. given the dynamic growth and decentralized nature of the company. All suppliers in high-risk countries confirm awareness of and conformance with the human rights provision of J&J policies (JnJ 2010) 1. The problem with the 2010 goals however is. The following two 2015 targets are aimed at increasing supply chain responsibility:   All strategic suppliers have two or more publicly reported sustainability goals All critical employees receive human rights training . which can be viewed in its 2010 sustainability report. Selected targets for include:    All J&J products that address diseases of the developing world achieve WHO prequalification 20% absolute reduction in facility CO2 emissions. These include:        Advancing global health through research and development for neglected diseases and affordable access to our medicines Advancing community wellness Enhancing outcome measurement in philanthropy Fostering the most engaged. which is an acceptable margin of error. the program focuses on the improvement of people’s health. the program includes goals across seven priorities. the company has established new CSR goals for 2015 with anew program titled Healthy Future 2015. as it requires 100% of its external manufacturers to conform to the company’s eternal manufacturing standards. environmental sustainability and business vitality. To achieve such.g.

In 2010 it has well achieved its targets for its US workers while staying slightly behind its 2012 targets abroad.5% reduction in water use compared to 2005. For 2015 the company plans to achieve benchmark safety and health performance in the workplace. The increase of health levels among its employees is attended to by its Healthy People 2012 program. the efforts fall short of an extensive auditing program. As included above. we would argue that the company’s focus on supply chain responsibility is a moderate approach. Community Investment.e. existing suppliers enjoy more leverage because it is a greater effort to terminate existing supply arrangements versus selecting the best of new competing ones). This is understandable to some degree. the company will require all suppliers in high-risk countries to conform to its own human rights principles and will train its own employees dealing in such circumstances or subjected to potential human rights infringements. 2. Johnson & Johnson have included human rights and a dignified working environment already in their 60-year-old company credo and extends these values to its suppliers with its Healthy Future goals. Environmental responsibility. 2015 goals include the increase of on-site renewable energy to 50 megawatts. but fails to extend such principles to all of its suppliers. which includes free health checks and better health services throughout its offices internationally. especially with the emergence of continued slavery and human trafficking. 25% reduction of hazardous waste and strong reduction of PVC packaging to the same base year. Social responsibility and Human Rights. Johnson & Johnson has made several advancements in terms of environmental sustainability with its Healthy Globe campaign and includes a series of more aggressive targets for 2015. Furthermore the company has stipulated sustainability standards for external manufacturers. 4. To benefit the community 2015 targets include 100 community health education . as they have lesser leverage over J&J (i. J&J invests in the community primarily through a healthy workforce internally and through health oriented philanthropic activities externally. In any case. especially given the company’s high number of suppliers and the company may circumvent this problem by accelerating partnerships with new suppliers which are easier to audit. Successes in 2010 included 9. 10% reduction in absolute water consumption and 10% reduction in absolute waste disposal. Human rights is a topic of increased interest in recent years.While J&J’s efforts in supply chain responsibility are being increased. 3.

However. its transparency link only explains that transparency is important. while noted. as it is up to J&J’s discretion to formulate its CSR programs into areas of existing strengths while covering up chronic weaknesses.com. For example. Except for a strong position in human rights. With literally dozens of awards presented it is difficult for the viewer to dissect relevant information. Furthermore. for what kind of work and under what kind of circumstances. activities in terms of transparency.com website explaining a multitude of policies.initiatives launched across 25 countries and an increase of the people reached by these initiatives. commitments. as J&J is doing well for itself and earns high critical praise for its responsible management. not publicising individual site performances. as it is unlikely for all these rewards to represent credible awarding bodies. While the company certainly seems portray a strong commitment to CSR. In addition. efforts and accreditations in the field of CSR. these numbers are to be read with caution. it is not possible how many children under the age of 16 are working in J&J associated sites. There are also little references to industry standards or weaknesses or comparisons with other companies. In summary. the company employs a fairly extensive CSR program internally which benefited from a long-standing history of socially responsible success. however. almost all statements on its website and associated links merely explain “good intentions” rather than observable facts and figures and even though the sustainability report claims that environmental site performances are available on its website. have a tendency of being crowded out by the wealth of information on other topics. the company does publicize some factual numbers in its sustainability report. compliance with J&J’s principles seem largely voluntary. 2) Second. More recently the company has dedicated a large part of its websites solely to its CSR activities under the URL JnJ. Finally J&J’s GRI rating of 62nd is not extraordinary and not posted on their website . assess the effectiveness of the implementation of “Johnson and Johnson’s” CSR strategy by answering the following questions: a. A more illustrative example of this is the countless listings of recognitions and awards under the GRI section of the responsibility page of JnJ. Does “Johnson and Johnson” appear to have adopted a spirit of full disclosure? There is wealth of links and information on the JnJ. thus making it hard to understand the full extent of disclosure. especially in areas other than the environment.com/responsibility and the company stated in its sustainability reports that 60% of its sites report their environmental performances. the company seems to lack somewhat in determination when it comes to enforcing its principles in its supply chain. Judging from this we would argue that the company has adopted a limited spirit of disclosure. that the company is committed to it and that 60% of site have reported figures.

the company’s CSR performance is presented in a comprehensive and consistent manner. As scandals mainly include minor incidences with corruption. . Is the company in voluntary compliance with SA8000? The company doesn’t make any official statement on its website about compliance with or SA8000 certified facilities. voluntarily in this case.and there is no more mention of an independent audit in the 2010 report. Are there discrepancies or contradictions between the company’s stated CSR policy and its actions? What about between the company’s policy and the actions of its subsidiaries and supply chain partners? If so. admitting and attending to its mistakes. mainly because of its low incidents of scandals and strong performances in times of crisis. Given the stipulations in its credo on the working environment however we may assume that J&J complies. This argument gains in relevance if we consider the figure being calculated to a base year of 1990 at which time it is improbable that any such numbers have been compiled. Is there a correlation between the company’s profitability and the effectiveness of its CSR program over the last 3 to 5 years? Comparing Johnson & Johnson’s stock value and Gross Profit Margins over the past five to six years there is no. we would argue that Johnson & Johnson largely commits to its social responsibilities. the company has been exemplary for the past several decades in terms of product recalls. however. Mild corruption on the other hand is a common issue in multinational companies who have to deal with government contracts on a regular basis and might even have to be accepted for the time being. b. what do you believe are the reasons for these discrepancies? Despite the arguments in the previous paragraph. There have been no major issues of cover-ups or the like. of course. With the information available to an outsider. c. we have to ask ourselves how a sustainability report claiming absolute CO2 reductions of 20% is compiled if only 60% of sites report their environmental numbers. With its Healthy Future 2015 companies it also extends these standards to its suppliers. d. with the standard. or negative correlation to its CSR programs over the same time as can be seen in the following two charts.

(Ycharts 2012) (Ychart 2012) .

http://www.jnj.socialfunds.aspx 2) JnJ 2008.pdf?MOD=AJPERES 4) Ychart 2012. JnJ gross margin & price chart. but consumer health products. medicines and similar products. http://www. Awards and Recognition. One of the most publicised developments in Johnson & Johnson’s sustainability reports is its employee health programs and health improvements. In our opinion. This makes a lot of sense.jnjcanada. Discuss your opinions relating to the motivation and the intent of “Johnson and Johnson’s” management in leading a CSR effort. J&J has a vested interest in a strong CSR image.com/companies/JNJ/gross_profit_margin#zoom=10 . Sustainability Report 2008.pdf 3) JnJ 2010. trust is one of the most important factors in sales as potential customers will not buy products from a company that doesn’t portray an interest in the betterment of society or value human life.com/wps/wcm/connect/f9f1148046e763e7b0b4bae02a8d6552/110421_FI NAL_J%26J_2010_ResponsibilityReport. http://ycharts. given that its products are not just consumer products. Sustainability Report. as it would probably be detrimental to have an unhealthy workforce represent the sales force of a leading health care provider.com/shared/reports/1248455053_Johnson_Sustainability_Report_ 2008.e. Other Sources: 1) JnJCanada 2012.com/awardsrecognition. http://www. With healthcare.

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