Coca-Cola
Analysis
using the CSR questionnaire:
1.
Description of the organization
E.g. What
kind of products / services do they offer? How many employees do they have? In
which countries do they operate? Are they listed in the DowJones Sustainability
Index, FTSE4Good etc.?
Statements
best describe the self-understanding of the organization
Value
creation & performance:
-
For
shareholders – financial value
-
For society
– social values
-
For
environment – sustainability
-
TBL?
2.
Reporting – data from organisation’s published reports (annual reports, CSR
reports, data from their websites) – what topics are covered under the umbrella
of CSR?
-
Environmental
protection
Workforce
issues (health & safety, diversity) Coke Zero, Diabetes
3. Which
areas of CR engagement can you identify from their reports?
-
See dot
points in page 3
The
organization tries to reduce it environmental footprint by e.g. recycling
materials and using energy efficiently
·
The organization engages actively with other firms to set higher
industry standards
·
The organization has partnerships with NGOs
·
Social and environmental issues are integrated throughout the
supply chain and regu- larly assessed.
·
CR reporting (Is there a separate report release for CR issues or
are these information integrated into the main report?)
·
The organization has developed new innovative products / services
to fight social / environmental problems
·
·
The organization invests substantially in R&D to create
innovative solutions that help fight societal problems (e.g. renewable energy).
·
·
4. What
does the report tell about how the organisation approaches CSR?
-
Select the
relevant dot points in page 3
vision,
mission, business objectives, strategy
1.
The report demonstrates that the organization follows a
systematic approach and that the CSR activities are aligned with the corporate
strategy.
the selection of supplier：
Coca-Cola mainly
evaluates the performance of suppliers in the past year through four aspects:
1. Human rights (such as child labor, gender discrimination, etc.) 2.
environment 3. ethics and values 4. community. As you can see, if through the
Coca-Cola's index to evaluate the performance of the supplier, from 16 years to
now is on the decline in the number of suppliers. This shows that Coca-Cola is
very serious about achieving the social and environmental sustainability of the
entire supply chain.
procurement: https://img.coca-colafemsa.com/assets/files/en/Investor_Information/Coca-Cola-FEMSA-Integrated-Report-2019.pdf
transportation:
production （It may involve avoiding
child labor, garbage disposal, gender discrimination, human rights）:
promotion:
recycling:
2.
The report shows that CSR is not only a strategic tool but
aligned with the organiza- tional values and an integral part of the company's
philosophy.
5. Do you
find any information about the amount of money the organization spends on
social / environmental issues?
-
If yes and
if you compare it to the net profit what is your impression?
The first
point：A donation to
women's rights (social issue)
Second: donations to the environment
Donate to a
non-profit organization. In 2017, Coca-Cola donated $345,000 to the United
States and hardness foundation to support recycling competitions, such as their
$209,379 to clean up Marine debris in Amsterdam and the ludant canal.
6. Mindset
of the organisation
-
What’s the
stated vision, values and purpose of the organisation – page 5
Coca-Cola Vision：Our vision is to
craft the brands and choice of drinks that people love, to refresh them in body
& spirit. And done in ways that create a more sustainable business and
better shared future that makes a difference in people's
lives, communities and our planet.
Need to find VALUE, PURPOSE
-
Self-understanding
– which statement best describes the organisation – see dot points in page 5
·
We are part of society and our license to operate stems from
society. In order to en- sure sustainable business success we need to create
good relationships towards differ- ent stakeholders and the community in which
we operate."
-
Stakeholder
relations: rank the top five most important stakeholders that you feel the
organisation identifies itself with – page 5
1.
environment
2.
customer
3.
employee
4.
supplier
5.
future generation
-
Scope
of STK responsibility – select one dot point from page 6
·
The organization feels responsible towards donors and people/
stakeholders in need.
-
Focus of
value creation – select one dot point from page 6
·
The organization does business to and feels responsible for creating
social value.
-
Intention
and driving force of the business venture – select one from page 6
(c) Primarily to create value
for the broader public
7. After having reviewed all of the above, what is
your impression about how CSR is approached in the organisation?
- Select as many dot points as applicable and relevant –
from page 7
·
CR is a means to improve
the image
·
CR is a means to save
costs
·
CR is a means to ensure
the long-term sustainability of the organization.
·
CR is a means to respond
to stakeholder expectations
·
CR is seen as ‘being the
right thing to do’
·
‘CR’ serves the purpose
of solving societal problems.
·
CR helps the organization
to develop its business towards ecological, social and economy- ic
sustainability.
·
CR is part of the
organizational DNA （Coca-Cola Mission and VIsion all
involve people, environment and society）.
·
CR is a means to realize
strategic opportunities (new market opportunities, new business opportunities)
·
CR is a means to avoid
risks (accidents, lawsuits etc.)
- How would you describe the CSR approach of the
organisation? – select a dot point from page 7
·
The approach is proactive
(CR is integrated into core systems).
- What motto best describes the organisation? – select a
dot point from page 7
·
We are here to do good?
After
gathering and analysing data based on the above 7 items, compare it with the
characteristics of each of the 4 CSR orientations:
-
Integrator
Details of
their characteristics are available from slide # 23 onwards in Topic-3 slides
and further details in the e-reading: Different approaches toward doing the
right thing…. By Pless, Maak and Waldman 2012
Then,
identify which CSR orientation from the four best fits the data and analysis
for your organisation
Report
format: due 31 May 11 pm 2500 words
-
Introduction
for the report (what’s the report about, methodology etc)
-
Use
headings from the questionnaire to report on the data and analysis as shown
above from points 1 to 7 – you need to provide evidence for your data and
analysis
-
CSR
orientation – identification, justification and discussions
-
Conclusions
– to include recommendations -for example:
1.
If your organisation is already identified as an Integrator, you
can suggest what more can the organisation do to improve on their existing CSR
actions.
2.
Of course, each recommendation should be specific and practical
and should be linked to a theory or concept (from the topics) for
justification. Also, what will be the consequences of your recommendations.
- References
(in-text and list) – as necessary
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