Ebbf dtruran imsd csr in sme - part 3 of 3

www.eoi.es
CSR in SMEs - part 3
IMSD / CSR in SMEs
PROFESSOR
daniel truran - @dtruran - daniel.truran@ebbf.org

ebbf.org / Daniel Truran www.eoi.es
Identify an SME that has applied CSR (world coverage)
!
describe the driver that pushed that company to CSR
!
identify stakeholders it positively influenced
!
describe success it brought about
!
2 A4 pages maximum - 3 min presentation - website links
!
email to : daniel.truran@ebbf.org
IMSD / CSR in SMEs
Your assignment
have you all emailed me your
assignment and the link to
your blog post?
how many presenters today?

In the last class we ...
saw the importance of starting any CSR effort with your employees
!
the key to aligning - making - AND - delivering - the promise  
at all stakeholder levels: creating purpose and finding shared values
!
the POWER of values (shared values) in creating desired behaviours
Warby Parker (internally and for investors), Lush (giving it all for the
company), Altran (saving lives)
!
other new ways of implementing CSR in SMEs in the social, economic and
environmental areas = people, planet, profit: 
softonics - best small company to work for - video
!
who is and what are the characteristics of your ideal, values-based leader?
!
new female leadership
IMSD / CSR in SMEs

Today ...
couple more ideas to apply CSR in SMEs
!
reporting, yes / no, how?
!
connecting - personal - actions with the company’s purpose
!
right structure and right environment to allow CSR to thrive in an SME
!
communicating internally and externally CSR in an SME
IMSD / CSR in SMEs

Innovative ways of living CSR in SMEs

Flexi-time 
http://lava.nl/new/english/
(Only to senior positions who are
mature about using their 5th day)
Four Day Working Week 
 
Meet Paul Hughes
Partner at Lava Design
Winner of the
“European Design Agency of the Year Award”

Formal or informal?
Should I produce a Report?
It depends
!
What is my objective?
!
Become a love brand?
IMSD / CSR in SMEs
informing specific stakeholders including customers about what is
important to them, value of informing
!
Impress big companies?
!
What about internal monitoring of progress?
do you remember some benefits from Walmart example?

Why Report and Measure?
IMSD / CSR in SMEs

The importance of measuring
!
!
IMSD / CSR in SMEs

Formal or informal?
Should I produce a Report?
Stimulates Action
!
Shows Progress
!
Highlights what is not working
!
Clear message to your stakeholders that you do care
IMSD / CSR in SMEs

Different kinds of reports
!
Driven by my multinational client
Can I influence it? Client would gain by your insights but is often restricted by
their own reporting guidelines/restrictions
!
GRI for SME 
https://www.globalreporting.org/resourcelibrary/Small-Smart-Sustainable.pdf
!
CSR EUROPE SME key  
http://www.greenbiz.com/sites/default/files/document/CustomO16C45F45079.pdf
!
Company's own report about internal monitoring of progress? 
http://ebbfnews.wordpress.com/2014/04/05/wesley-gee-produces-a-starters-guide-for-sustainability-reporting/
!
IMSD / CSR in SMEs

How can we report CSR in SME’s ?

Deﬁne Goals
Deﬁne goals you want to reach and then create KPIs for them:
Raw Numbers Progress Change
number of complaints
what percent complete
directional measure
increase of 10% over last year

Deﬁne Goals
Deﬁne goals you want to reach and then create KPIs for them:
Raw Numbers Progress Change

IMSD / CSR in SMEshttp://www.sapsustainabilityreport.com/performance/overview-performance

http://www.sapsustainabilityreport.com/performance/overview-performance

IMSD / CSR in SMEs
Infographics !

IMSD / CSR in SMEs
The key questions to answer are
what do you want to communicate,
!
what do your stakeholders want to know?
!
how can you create “love” ?

IMSD / CSR in SMEs

IMSD / CSR in SMEs
https://www.youtube.com/watch?v=EdeVaT-zZt4

What is the purpose of work ?
of MY work ?

but how can I act on a purpose,
specially if it is an ambitious
purpose?

ebbf’s vision statement
we contribute
to a prosperous, sustainable and just civilization
by promoting and applying
ethical values, personal virtues and moral leadership
in business and civil society.
How on earth do I align THAT kind of purpose to my daily working life?

I’m not building only.
I’m building
a new civilization.
Mary, 35. Architect.
She choosed to use eco-materials only.
22
Steve Hall

I’m not baking only.
I’m building
a new civilization.
Paul, 42. Baker.
He buys raw materials from Fair Trade only.
23

I’m not just selling drugs.
I’m building
a new civilization.
Ann, 30. Pharmacist.
She educates her clients about natural
healthcare.
24

July August ’09 
I’m not teaching maths only.
I’m building
a new civilization.
Jennifer, 45. Professor.
She started conversations with her students
about etichs in science.
25

Personal
Purpose
Company
Purpose
The power of aligning personal  
with company purpose
IMSD / CSR in SMEs

http://www.youtube.com/user/BarrettValuesCentre#p/u/25/cnwKEkWYug0

Do you bring - yourself - to work?
Mobile phone at home or at work
to become more successful
!
creating more successful organizations
know your values to become stronger
more aligned and coherent
instead of work life balance enjoy a life balance

Rüdiger Fox ... a “few” years ago in 2001

Easy to remain faithful
one’s values?
Easier to stick to
your principles
by
Strengthening
Your Sphere
fast growth
competitive
rivalry
stock-market
expectations
peer-group
thinking
Does this environment fit you?
You have a choice
& 
Your people have a choice

Passive - be influenced by others
or active - influencing others?
fast growth
competitive
rivalry
stock-market
expectations
peer-group
thinking

IMSD / CSR in SMEs
what verbs (actions) come to mind
!
to allow this
“inspired by”
status to happen
in your company?

Ask about your people’s values and purpose
!
why do you come to work on Monday?
what would your ideal reason to come to work on Monday be?
IMSD / CSR in SMEs
Measure
!
include in the appraisal, in the bonus scheme
Identify positive and negative behaviours  
together with your team verbalize what behaviours should occur and
which ones should never occur

"my first and current job is to create contracts
with hotels, restaurants and all stakeholders
present in the tourism sector. From my first day
at work I always tried to be honest and
transparent with my suppliers whilst of course
always trying to achieve the financial goals of my
company. Even though combining the two was
sometimes a challenge, in the end I was rewarded
in both areas!
!
This happened not so long ago when the manager
of a large Italian hotel chain decided to confirm a
big contract with us, taking away share from our
competitors, he justified his decision by saying:
“Just” live your values and who you are
Giada Dall’O
“in times of economic crisis such as the ones we are living now, knowing
that you can trust the people that you work with is fundamental”

“Just” live your values
and focus mainly on your - area of control -
Stephen Covey’s
circles of inﬂuence

What is the ideal organizational
structure that allows CSR in SMEs to
emerge and create success?
from Larry Miller’s video:
!
1. lead by example,
 
2. create environment that allows CSR and values to be expressed
IMSD / CSR in SMEs
https://www.youtube.com/watch?v=m8cMPP6HdEs

IMSD / CSR in SMEs
Denise
Sharing
LEadership
at Lush top management
is called Support Services

Responsible company structure:
flat, autonomous, trust, culture
IMSD / CSR in SMEs

Structure
Flow of Communication
From Uni-Minded
To Pluri-Minded
Beppe Robiati
CEO Scac
IMSD / CSR in SMEs
head
A
B
C
headA
B
C

IMSD / CSR in SMEs
e.g. cement innovation on motorway building in mobile places
results of open communication
is flow of new ideas and innovation
good for motivation good for company

IMSD / CSR in SMEs
then moved into wind turbines

How do you share  
and allow info to flow in an SME?
IMSD / CSR in SMEs
headA
B
C

Microblogging
& Flow of
Internal
Comms

IMSD / CSR in SMEs
Pluri-Minded headA
B
C
motivates
creates trust
creates wish to impact
Open Flow of Information that
creates transparency

Today ...
couple more ideas to apply CSR in SMEs
!
reporting, yes / no, how?
!
connecting - personal - actions with the company’s purpose
!
right structure and right environment to allow CSR to thrive in an SME
!
who is and what are the characteristics of your ideal, values-based leader?
!
new female leadership
IMSD / CSR in SMEs

what work environment
improvements could you
make?
why would you want to
improve
your own physical
environment in your SME?
IMSD / CSR in SMEs

also the right - physical - environment

allow people to create their own
priorities and message
IMSD / CSR in SMEs

Clear Internal and External
Communication
 
Making te Promise
how can you clearly and emphatically communicate “your values” ?
!
how can you convey internally and externally what your company stands for?
IMSD / CSR in SMEs

Proposal for a code of ethics
Paolo Russo

COMPANY MANIFESTO
!
is another way to state what
the company and people
working there stand for

Company “manifesto”:
we believe...

creating emotional engagement around a purpose

great “mission statements” - worth selling
http://shop.holstee.com/pages/about#the-holstee-manifesto

“Another kind” of Manifesto
The Generation M Manifesto
Umair Haque (Harvard Business Review)
Ethical production. Innovation turns a blind eye to ethics — or, worse, actively denies ethics. That's a
natural result of putting entrepreneurship above all. Buy low, sell high, create value. That's so 20th
century. Awesome stuff is produced ethically — in fact, without an ethical component, awesomeness isn't
possible. Starbucks is shifting to Fair Trade coffee beans, for example. Why? Starbucks isn't just trying to
innovate yet another ﬂavour of sugar-water: it's trying to gain awesomeness.
Love. You know what's funny about walking into an Apple Store? The people working there
care. They don't just "work at the Apple store" — they love Apple. Contrast that with the
alienating, soul-crushing experience of trying to buy something at Best Buy — where
salespeople attack you out of greed
http://blogs.hbr.org/haque/2009/07/today_in_capitalism_20_1.html

Concept of - Campaigns -
time definite

“old and new”  
in communicating values and purposes

ebbf.org / Daniel Truran www.eoi.eshttps://www.youtube.com/watch?feature=player_embedded&v=qGJSI48gkFc

ebbf.org / Daniel Truran www.eoi.eshttps://www.youtube.com/watch?feature=player_embedded&v=jAN61QK0aUI

!
!
Will there be coherence or is it “just” a marketing exercise?
Personal
Values
Company
Values
Society
Values
Company
Marketing

NOW, YOUR
CSR in SMEs presentations

CSR in SMEs:
It all boils down  
PURPOSE SHARED VALUES
VALUES-BASED LEADERS
STRUCTURE that allows
this to happen
Making the Promise Delivering the PromiseOVER-Delivering the Promise

keep looking for your “north star”

EXTRA “BONUS” CONTENT

Strengthening through code
of ethics
“Our Code of Ethics aims to be a set of principles that
remarks both the identity of the organization and the values
that inspire the day by day activities of the whole group.
!
This code aims to be a promise of integrity for all the
stakeholders that will interact with our company,
demonstrating an extraordinary commitment to work along a
profound sense of ethical business practices.”

Benefits of code of ethics
“- to define accepted/acceptable behaviors;
!
- to promote high standards of practice;  
- to provide a benchmark for the other members of our network
!
- to empower people and stimulate their motivation
!
- to establish a framework for professional behavior and responsibilities;
!
- to increase the awareness of each employees by involving them into the process;
!
- This code will represent an additional advantage towards our competitors
considering that intangible capital and reputation are the main assets of a
consultancy/advisory firm firm.”

Steps towards a code of ethics
“1. Understand the purpose 
The main question is: what is our purpose/objective by creating this code?
!
2. Review your identity
Spend time to understand your identity and your mission as organization. The code of ethics comes from a deep
comprehension of the role of the company into the business community. 
3. Find out what bothers people 
Copying a code from another organization will not suffice.  
It is important to find out on what topics employees require guidance, to be clear what issues are of concern
to stakeholders and what issues are material to your business activities, locations and sector.
MAKE A QUESTIONNAIRE TO YOUR EMPLOYEES and learn which kind of organization they would like to work for.
!
4. Collect the inputs and put into the framework
After the questionnaire and perhaps after discussions with the employees, it will be the time to insert all the
relevant information into the framework that you have already prepared. A good way is to match the view of
the top managers of the firm with the needs and ideas coming from the other employees.
!
5. Review 
Plan a process of regular reviews that will take account of changing business environments, strategy, stakeholder concerns and
social expectations, new standards, and strengths and weakness in your ethical performance.”

Flow towards a code of ethics
Collect the ideas
Stake holders input
and proposals.
(Questionnaire)
Put the ideas
into the
framework
Values, hopes, ambitions and
objectives of the leadership
board
Results coming
from the
questionnaire to
the employees
Define the
Code of Ethics

Values’ Inspiration Wall
Work – Life balance Social responsibility in
business
!
!
Partnership of women and Value based leadership
men in all ﬁelds of work
!
!
!
Sustainable development Meritocracy & Integrity
!
!
!
Integrity and commitment Opportunity & Training
!
!
!
Positive consultation Client oriented

Positive Examples
let’s be as good or as better
than the “big” ones

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Ebbf dtruran imsd csr in sme - part 3 of 3