June 18-19, 2009 | Hyatt Regency Chicago
Sponsored by

American Cancer Society Impact Conference
Bradley Googins PhD
Director Emeritus Center for
Corporate Citizenship
Associate Professor
Carroll School of Management
Boston College

“I see in the near future a crisis approaching that unnerves me and causes me to tremble for the safety of my country…corporations have been enthroned and an era of corruption in high places will follow, and the money power of the country will endeavor to prolong its reign by working upon the prejudices of the people until all wealth is aggregated in a few hands and the Republic is destroyed.”
Abraham Lincoln, 1864

“Eisman knew subprime lenders could be scumbags. What he underestimated was the total unabashed complicity of the upper class of American capitalism.”
M. Lewis, The End. Porfolio, December 2008

Moral responsibility
Intelligent self interest
(‘win-win’)
Direct business interests making a contribution to the community companies need a healthy, prosperous society in which to do business to improve performance and promote the business and its brands
Charitable gifts to promote the public good:
• local requests
• matched employee gifts
• Board service
Strategic community investments to support the long-term success of the business and to promote the public good
• support for education
• housing
• economic development
• the arts
Business initiatives to promote direct business interests in alliance with community organizations
• research in universities
• cause-related marketing
• employee health provision, e.g., HIV/AIDS

Development of Citizenship
Engaging the
Environment
Managing
Citizenship
Issues
Management
Stage 1
Compliant
Defensive
Stage 2
Engaged
Reactive,
Policies
Stage 3
Innovative
Responsive,
Programs
Stage 4
Integrated
Pro-Active,
Systems
Stage 5
Transforming
Defining
Stakeholder
Relationships
Transparency
Citizenship
Concept
Strategic Intent
Leadership
Structure
Unilateral
Flank
Protection
Jobs, Profits &
Taxes
Legal
Compliance
Lip Service,
Out of Touch
Marginal:
Staff driven
Interactive Mutual
Influence
Partnership Multi-
Organization
Alliances
Full Exposure Public Relations Public
Reporting
Philanthropy,
Environmental
Protection
Reputation
Responsible to
Stakeholders
Business case
Supporter,
In the Loop
Functional
Ownership
Steward,
On Top of It
Cross-
Functional
Coordination
Assurance
Sustainability or
Triple Bottom
Line
Value
Proposition
Champion,
In Front of It
Organizational
Alignment
Change the
Game
Market
Creation or
Social Change
Visionary,
Ahead of the
Pack
Mainstream:
Business Driven

Safety of medicines
Access to medicines
Is it a compliance issue?
Legal
Minimum
Material
What is its strategic potential for my business?
Strategic Leadership
Is it of material significance to my business?
What would leadership on the issue look like?
Industry standards
Curing Global
Health Issues
(ex. HIV/AIDS)

Commitment to employees
Commitment to communities
Provide quality products
Responsibility to the environment
More Charitable Donations
Don't Know
3%
12%
16%
23%
27%
16%
0% 5% 10% 15% 20% 25% 30%
Source: Fleishman Hillard International Communications

Best Way for Company to Make
Positive Contribution to Society Prompted, by
Region,* 2006
CSR Initiatives
*Not asked in Kenya, Nigeria, South Africa, and Switzerland

•
Energy
– energy security
– climate change
– political risk
• Retail
– supply chain practices
– consumerism
• Pharmaceutical & Health
– access
–
HIV-AIDS
–
Low income
– IP and trade
• Finance
– low-income
– financial scandals
– responsible lending/investing
• High-tech & ICT
– off-shoring
–
IP and trade
– digital divide
•
Agriculture + Food &
Beverage
– Trade & globalization
– Health & nutrition
• Manufacturing
– China & offshoring
– Job protection
– Supply Chain
– climate change
•
Shipping & Logistics
–
Climate change
–
Security
–
Low income market

Pure
Philanthropy
Combined Social and
Business Benefit
Social
Benefit
Economic Benefit
Source: M. Porter. The competitive advantage of corporate philanthropy
Pure
Business

Sources: GlobeScan, Wirthlin, Edelman
Around the world...
60-70%
10-20%

Companies held responsible for 2005

72%
52%
I wish my company would do more to support a cause/social issue (% agree)
2004
77%
2007
83%
It ’ s important for my company to provide opportunities for employees to become involved in causes
2004 Cone Corporate Citizenship Study
2007 Cone Cause Evolution Survey
77%
2004 2007

CSR increases my motivation and loyalty
2002-2006
Source: 2006 Globescan CSR Monitor

Levels of Engagement:
The Identity Perspective
My Life’s Purpose:
Citizen of the World
My Life’s Work: Family,
Community Member, Investor &
Consumer
My Identity: Gender, Race,
Orientation, “Whole Person”
My Job:
Employee
20

Corporate Citizenship Today
US Consumers’ Perspective top drivers
1. Values and treats employees well and fairly
2. Executives and business practices are ethical, honest, open and transparent
3. Authenticity
4. Goes beyond what is required to provide safe, healthy and reliable products and services
5. Listens to consumer, customer and community input when making business decisions
6. Active and involved in the communities where it does business
Committed to corporate social responsibility, sustainability, economic opportunity, environmental stewardship, etc.
7. Donates or invests its fair share of profits, goods or services to benefit others
Source: Golin Harris Corporate Citizenship Gets Down to Business 2006

MINDBODY SOUL
Recruiting and encouraging innovation
$1MM innovation award
Geek Squad Academy
Blue Shirt Nation
Work/Life Balance
Promoting strengths and passions
Strengths-based HR
Grameen Foundation
WOLF
Seth Owusu/EVCO
Diversity/Tolerance Safety/Wellness
Rewarding service and philanthropy
Volunteer rewards
@15
Local giving: $50K school in China
“The good company of the future will center on human capital enhancement, on work as an exciting challenge, one that can draw the will and the aspirations for personal significance of each employee into his or her occupation.”
Brennan, Schmitz, Behar; Caux Roundtable 2007

Gaps in Communication/Opportunity
C. B. Bhattacharya, Sloan Management Review
• Great interest in CC by majority of [company] employees
• Lag in understanding, opportunity and participation
1. It is important for [company] to be involved in CC.
2. I have a good understanding of [company initiatives].
3. I have a good understanding of the [company clean w ater program].
4. It is important for [company] to provide opportunities for me to participate in CC.
5. [Company] provides sufficient opportunities for me to participate in CC.
6. I have an interest in participating as part of my w ork
7. I have an interest in participating on my ow n time
8. I have participated in [company CC].
0% 20% 40% 60%
Percent in Agreement
80% 100%

“Here at Timberland, things are different from other companies. At our corporate headquarters, employees work hard to make some of the world's most innovative products, then use paid time-off to make a difference in the community.
Children play in our in-house day care center.
The committed young people of City Year New
Hampshire, a national youth corps that recently set up shop within Timberland's walls, are hard at work. And throughout the entire company, it's evident that doing well and doing good are inextricably linked.” source: company introduction at www.timberland.com
Jeffrey Swartz, CEO, Timberland frequent keynote speaker on relationship between strategic CCI, brand and core business

1
• Beginner’s e.g. “Helping
Hands” volunteers
2
• Focused e.g. groupwide; issue driven
3
• Innovation e.g. issue specific; local autonomy & centrally coordinated
4
• Employee value proposition linked e.g. specific skills applied and developed
Increasing employee engagement
5
• Integrated e.g. valueadded to society and your business

Three dimensions of Corporate Citizenship Management Framework
How companies engage
Key stakeholders to
Address key social issues
How companies ensure core
Functions of business
Do not harm the society
And create values
Workplace
Community Operations
Vision
Mission
Suppplier
Values
Marketplace
Products and
Services
How companies aligns its
Commercial activities to create
Values to society and company.

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