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Does Your Company Have What it Takes to be a Leader-2

Does Your Company Have What it Takes to be a Leader-2
Does Your Company Have What it takes to be a leader Corporations that are considered leaders in terms of business performance take a common approach to CSR. The blueprint for how corporations can maximize their investments in CSR contain five essential ingredients- Business-based social purpose Clear theory of change Quality and depth of information Concentrated effort, and Partnering with experts.What it Takes to be a Leader-2 1. Business-based social purpose: There have been too many examples of CSR programs that ignore business fundamentals. Leadership-level CSR programs always directly reflect what the business is and what it does. An “innovative CSR initiative” can emphasize the company’s business purpose and flawlessly leverage its operational competencies. The social purpose of a business is aligned with and supports social issues in a way that is consistent with the unique culture and character of the business. Srinivasan Services Trust is a social arm of Sundaram Clayton Limited and TVS Motor company established in 1996 for charitable purposes. The company focuses on improving health, education, women’s empowerment, infrastructure and environment that would bring about changes in the lives of people in a community. 2. Clear theory of change: CSR is becoming indispensable. On the one hand, that’s good news because it proves its business value. On the other hand, it’s getting harder to discriminate one company’s efforts from another’s. CSR leaders develop branded approaches to drive measurable social change. Starbucks Coffee has 8,000 stores, in 34 countries that sell to 30 million customers each week has adopted an unique CSR approach. Their mission is to provide the highest quality coffee in an environment that is consistent worldwide and support the sustainability of their farmers. Starbucks could be considered compliant and even proactive in their responsibilities to stakeholders. They purchase coffee in 20-30 countries per year, as their buying agents spend 240/365 days per year on the road searching for the best coffee farms and developing relationships with customers. It involves mutually agreed upon fair pricing, economic transparency, socially responsible buying, and environmentally friendly expectations. These standards protect the farmer’s business and ensure that Starbucks can support their ethical branding with practices that respect the environment. 3. Quality and depth of information: Merely pin-pointing social priorities for community investment is not adequate. Leadership comes from providing employees, customers and external stakeholders with a significant depth of information about the social issue through authentic research, white papers, videos, stories, social media, and so on. Bill & Melinda Gates Foundation or the Gates Foundation is one of the largest private foundations in the world, founded by Bill and Melinda Gates. It was launched in 2000 and is said to be the largest transparently operated private foundation in the world. Guided by the belief that ‘all lives have equal value’, Bill Gates and his wife  Melinda Gates the co-chairs explain about their work and their commitment in supporting the government in reaching India’s most vulnerable communities with the services they need to live healthy and productive lives. The Department of Biotechnology (DBT) under the Ministry of Science and Technology of the Government of India and the Bill & Melinda Gates Foundation in collaboration with India’s Biotechnology Industry Research Assistance Council (BIRAC) launched a call for proposals as part of Grand Challenges India to reinvent the toilet. The Department of Biotechnology and the Gates Foundation will each invest US$1 million to support Indian investigators to drive research, development, and production of the “next generation toilet.” 4. Concentrated effort: Leadership is shown by corporations that direct their efforts on one social issue and align all their internal and external resources with this issue. 5. Partnering with experts: Leadership entails showing a high degree of credibility. This is best done through...
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