Openinglecture

Corporate Social Responsibility

Tom van den Eertwegh (t.vandeneertwegh@fontys.nl)
Psychology, Sociology & CSR

Q1 Q2 Q3 Q4

• Psychology • Sociology/ • CSR3 • Culture &

Psychology Diagnosis

• Individual • Behavior/ • Systems • Change

groups agent
This course CSR3
• Literature
– Martin, J. & Fellenz, M. (2017). Organizational behaviour and management, 5th edition. Cengage learning:
Hampshire.
• Ch2: Organizational behaviour and current management challenges
– p.37-p.52 (Contemporary Management Challenges + Managing in the Global context:
globalization and cultural diversity + Ethics and Corporate Social Responsibility + Today’s
performance imperative)
• Ch15: Power, influence and politics
• Ch16: Relationships, fairness and trust
– Definition list CSR (published on N@tschool)
– Stakeholderanalysis EURIB (published on N@tschool)
• Learning goals
– The student can relate key concepts of Corporate Social Responsibility (CSR) to current management
challenges.
– The student can relate key concepts of CSR to power, influence and politics.
– The student can relate key concepts of CSR to relationships, fairness and trust.
• Exam (8 open questions)
– Using seminars directly as a preparation for the exam
Overview

• What is CSR?
– Barnard (1938): it “analyses economic, legal, moral, social and physical
aspects of environment”.
– Triple Bottom Line (Ch4)- 3 P’s
• Economic performance Profit
• Social performance People
• Environmental performance Planet
Example 1: Shell
Example 2: Philips
Greenwashing

We believe that improved efficiency for cars

is just the beginning. From production to
recycling, everyone at VW ensures that we
manage resources as carefully as possible.
By 2020 we want to be the most ecologically
sustainable car manufacturer in the world,
while inspiring even more people to lead a
more sustainable lifestyle. This is all in
keeping with our holistic “Think Blue”
philosophy.
Strategy?

• Continuity!
– Mission = Public needs = Employees committment
• Public needs + Employees committment
– Emotion, Motivation, Values, Norms
• Mission: Added value, Ambition
– Profit, People, Planet
– Long, Medium-long & Short term (Results!)
CSR Strategy in Marketing (exposed): Planet
Why this strategy; why this form of marketing?

• Influence tactics
– Cialdini
• Prisoner’s dilemma
• Sources of trust &
– Establish trust at a company level
CSR Strategy in Marketing (exposed): People
Why this strategy; why this form of marketing?

• Stakeholdertheory – Social exchange theories

CSR Strategy in Marketing (exposed): Profit
Why this strategy; why this form of marketing?

• Bottom of the pyramid – sources of power

• Conformity/ Obedience (Milgram experiment)

Questions?