CSR
Kieran Nellist
Alexey Trush
Karthik Kuppuswamy
Kalin Pipatanantakurn
Panji Sukma
Majid Zabihi
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2
Agenda
 Intro
 Definition
 Key
Points and Benefits
 Best Practices
 Implementing CSR into Wave Riders
 Conclusion
3
Introduction
 Green
Vision
 Need for CSR?
 Sustainable environment
4
Definition
 "A
concept whereby
companies integrate social
and environmental
concerns in their business
operations and in their
interaction with their
stakeholders on a voluntary
basis."
European commission web site (2011)
5
Our Definition
 “An
organisation aligning
its objects with societal and
environmental concerns by
incorporating them in its
structure and operations.”
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Key points
 Assessment
of the companies impact on
the society in terms of:
 Customers
 Suppliers
 Environment
 Communities
 Employees
 Overall
 CSR
Business
policy
 Long term strategy
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Benefits







Improved relationships with
the customers
Money saving approach in
terms of energy
Business reputation
Employee satisfaction
Competitive advantage
Funding opportunities
Public appreciation
Simply CSR Web Site (2011)
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Best Practices

“Responsibility towards society and the environment has
always been a strong force at the TVS Group. This is
manifested in the form of diverse community partnerships.
From schools and hospitals to initiatives for drinking water
and electrification, companies contribute actively to the
development of the society in which their people live and
work.”

Mission Statement :
“ To facilitate the process of sustainable development in
villages by deploying skills and resources in key areas such
as economic development, healthcare, education, creation
and maintenance of infrastructure and conservation of
environment, with the active involvement of local
communities and the government.”
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Best Practises

Corporate commitment and responsibility
BMW Group believes that responsibility for the protection of the environment lies with
all employees of the company. Managers are asked to implement the
environmental guidelines and motivate employees by leading by example in the
belief that employees will assume the same spirit and responsibility in their roles.

Responsibility for the environment:
BMW Group has made a commitment to reconcile the interests of people and
nature, technology and progress with the right of future generations to inherit a
healthy environment. This obligation reflects the company's competence as a
manufacturer of premium vehicles and as a global employer of a highly skilled
workforce.
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CSR vision of Wave Riders
“We want to provide our customers with
innovative products that are always on the
pioneering edge of green technologies in
the marine industry”
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Ten CSR Forces
FMI journal (2006)
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Strategic objectives
1. Research market potential for a new
product
2. Invest in new equipment
3. Invest in new technology.
4. Reorganise production line
5. Reorganize the Leisure sales team
6. Increase marketing spend to £180k
7. Reorganize Finance and HR departments
8. Introduction of the Finance package
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CSR according to BSC
Balance
Scorecard
Perspective
10 Market
Forces
(Objective)
Wave Riders Measure
Financial
“Green”
consumers
Investment on “Green”
technology
Financial
Energy
crunch
Investment on
renewable energy (RE)
Financial
Financial
Changes in retained
earnings at end of
period
Target: The level of performance or
rate of improvement required
Annual budget for developing “green”
products (recyclable, etc.)
30% renewable energy
•
•
Higher proportion of “green
product” revenue
ROI of RE
Strategic
objectives
2,3
2,3
1,4,6
14
CSR according to BSC
Balance
Scorecard
Perspective
Strategic
objectives
10 Market
Forces
(Objective)
Wave Riders Measure
Target: The level of
performance or rate of
improvement required
Internal
Pollution
and health
Standard injury, lost day
and absentee rates and
number of work-related
incidents, Customers’ safety
0 incidents, no long-term
illnesses
2,3,4
Internal
Climate
change
Total greenhouse gas
emissions
Annual reductions
2,3
Internal
Government
and
regulators
Number of incidents and
fines for not complying with
all laws and regulations
0 incidents and fines
2,3,4
15
CSR according to BSC
Wave Riders Measure
Target: The level of
performance or rate of
improvement required
Strategic
objectives
Civil
society/NGOs
Number of complaints
NO complaints
1,5,6,7
Learning and
Growth
Activist
shareholders
Business units currently
operating or planning
operations in or around
protected or sensitive
areas
Number of employees
trained in environmental
management practices
5,7
Customers
Erosion of
trust/transpa
rency
Number of Transparent
reports on company
performance and
activities
Number of positive
corporate publication
reviews
1,6,7,8
Customers
Globalization
backlash
Supplier performance
related to environmental
commitments
Optimising the use of
recyclable and
environmental friendly
materials
2,3
Balance
Scorecard
Perspective
10 Market
Forces
(Objective)
Learning and
Growth
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Conclusion

By using the balance
score card approach we
can see that strategies
laid out by Wave Riders
can be achieved in a
manner that satisfies the
requirements of societal
and environmental
concerns.
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References
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Simply CSR Web Site, http://www.simplycsr.co.uk/the-benefitsof-csr.html
European Commission
http://ec.europa.eu/enterprise/policies/sustainablebusiness/corporate-social-responsibility/index_en.htm
FMI Journal. (2006). Interview with the Auditor General of
Canada. Vol. 17-3, pp. 39-41


TVS web site,http://www.tvsgroup.com/pages/cust_service.htm
BMW web site,
http://www.bmw.co.uk/bmwuk/about/corp/economic_impac
t/0,,1364_159981200__,00.html