Globalization has changed the nature of many markets. Previously protected local industries have been forced to become more competitive, a situation that provides both opportunities and challenges. Key among these is the challenge of implementing responsible business practices. Corporate social responsibility (CSR) is widely recognized as a worthy commitment to ensure sustainable benefit for both corporations and communities. CSR is also becoming an important base for businesses to build trust and confidence in their stakeholders, with the potential to provide a competitive edge.
To ensure sustainable growth opportunities, companies should pursue the three key dimensional values of creation:
Well defined and strategic CSR activities will ensure an optimum balance between social, environmental, and economic factors for sustainable profits. Hence, CSR has to be embedded within the business strategy to provide a competitive edge in the areas of brand equity, corporate reputation, employee retention, and environmental conservation.
Although the principles of CSR are essentially the same globally, each location still calls for different emphasis in the implementation process. Successful application of CSR principles is directly influenced by the business understanding of its business strategy in proportion to the needs of the local community.
As someone who has implemented all the above activities successfully, author Sri Urip is well placed to discuss effective CSR strategies to 21st century companies.
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About the Author
Sri Urip is a former CEO of PT Unilever Indonesia. During her 30 years of service with Unilever, Sri Urip combined the CSR principles of continuous community building and development with creative marketing for market expansion, resulting in the sustainability of Unilever's dominance in these markets up to the present day. Sri Urip is also a former Independent Commissioner of PT Multi Bintang Indonesia Tbk (a member of the Heineken Group, 1999-2007), PT Sepatu Bata Tbk (a member of Bata International 1999-2010) and PT Dynaplast Tbk (2000-2007). She is currently Independent Commissioner of PT Bank CIMB Niaga Tbk. As a seasoned CSR practitioner with long practical experience, Sri Urip is one of the most sought-after speakers on Corporate Social Responsibility for various forums in Indonesia.
Table of Contents
Benefits of Corporate Social Responsibility.
PART 1 Strategies.
1 Corporate Social Responsibility, Good Corporate Governance, and Reputation Risk.
2 A New Phenomenon.
3 The Fundamentals and Evolution of CSR.
4 How to Optimize CSR.
5 Why and When to Apply CSR Activities.
6 Managing, Monitoring, and Reporting.
PART 2 Case Studies.
Case Study 1 PT Unilever Indonesia, Tbk.
Case Study 2 PT Bank Danamon Indonesia, Tbk.
Case Study 3 PURA Group.
Case Study 4 PT Astra International, Tbk.
Case Study 5 PT Indo Tambangraya Megah, Tbk.
Case Study 6 H.J. Heinz.
Case Study 7 TNT International B.V., the Netherlands.
Case Study 8 Intel Corporation, US.
Case Study 9 Motorola.
Case Study 10 CSR in Thailand.
What People are Saying About This
This is an important book written with the authority and experience of many years of high-level management, at the cutting edge of Corporate Social Responsibility (CSR) in Indonesia and beyond. The case studies are excellent and mix examples from emerging and developed markets with insight and understanding. Above all they show cause for optimism amidst the challenges faced by local companies and MNEs in developing countries. Geoffrey Williams, FRSA, FMIM CEO, OWW Consulting CSR Strategies is useful reading for decision makers within the public and private sector organizations. The book offers practical insights for business people as well as academics because the perspectives shared are the work of a seasoned practitioner who has been very successful in implementing the right CSR principles Mas Achmad Daniri Chairman, National Committee on Governance and Chairman, Mirror Committee on Social Responsibility, ISO 26000, Indonesia Impactful and sustainable CSR initiatives can only be obtained if corporations can translate their CSR concepts into corporate habits. CSR Strategies serves as an important, practical reference for corporations desiring to do so. Risa Bhinekawati Chairperson and Executive Director, Danamon Peduli Foundation In the 70s, Sri Urip led the way in putting CSR into practice in Indonesia before the term was even used. She is now again leading in establishing a firm theoretical foundation for the relevance of CSR in today's business. Elmar Bouma Director, Indonesian Netherlands Association CSR Strategies stands out among the crowd particularly because it was written based on the real-life experiences of the author-former CEO of Unilever Indonesia, who had developed a number of Unilever's brands into undisputable market leaders. Chrysanti Hasibuan-Sedyono Vice Chair, Board of Management, Indonesian Business Links Unilever Indonesia's first female CEO demonstrates how perfect understanding of a developing market and tailored production, distribution, and marketing, applied with CSR principles, combine into a money-making exercise with only winners at the end. Employment and wealth created from this exercise will help improve wealth distribution and close the poverty gap. Fact- and case-based experiences condensed in this book are a must-read for those involved in legislative CSR procedures. Rio Praaning Prawira Adiningrat Managing Partner, PA Group