Дипломная работа: Социальная ответственность корпорации в современных условиях (на примере ОАО "Востокгазпром")
Social awareness and
education. Anyway, the role among corporate stakeholders to work
collectively to pressure corporations is changing. Shareholders and investors
themselves, through socially responsible investing are exerting pressure
on corporations to behave responsibly. Non-governmental organizations
are also taking an increasing role, leveraging the power of the media and the
Internet to increase their scrutiny and collective activism around corporate
behavior. Through education and dialogue, the development of community in
holding businesses responsible for their actions is growing (Roux 2007).
Ethics training. Needless to say, the rise of ethics training inside corporations, some of it
required by government regulation, is another driver credited with changing the
behaviour and culture of corporations. The aim of such training is to help
employees make ethical decisions when the answers are unclear. Tullberg
believes that humans are built with the capacity to cheat and manipulate, a
view taken from (Trivers 1971, 1985), hence the need for learning normative
values and rules in human behaviour (Tullberg 1996). The most direct benefit is
reducing the likelihood of "dirty hands" (Grace and Cohen 2005),
fines and damaged reputations for breaching laws or moral norms.organizations
also see secondary benefit in increasing employee loyalty and pride in the
organization. Caterpillar and Best Buy are examples of
organizations that have taken such steps (Thilmany 2007).
Increasingly, companies are becoming interested in
processes that can add visibility to their CSR policies and activities. One
method that is gaining increasing popularity is the use of well-grounded
training programs, where CSR is a major issue, and business simulations can
play a part in this.
Laws and regulation. Another driver of CSR is the role of independent
mediators, particularly the government, in ensuring that corporations are
prevented from harming the broader social good, including people and the
environment. CSR critics such as Robert Reich argue that governments
should set the agenda for social responsibility by the way of laws and
regulation that will allow a business to conduct themselves responsibly.
Actually, the issues surrounding government regulation pose several problems. Regulation
in itself is unable to cover every aspect in detail of a corporation's
operations. This leads to burdensome legal processes bogged down in
interpretations of the law and debatable grey areas (Sacconi 2004). General
Electric is an example of a corporation that has failed to clean up the Hudson
River after contaminating it with organic pollutants. The company continues to
argue via the legal process on assignment of liability, while the cleanup
remains stagnant. (Sullivan & Schiafo 2005). The second issue is the
financial burden that regulation can place on a nation's economy. This view
shared by Bulkeley, who cites the Australian federal government's actions to
avoid compliance with the Kyoto Protocol in 1997, on the concerns of economic
loss and national interest. The Australian government took the position that
signing the Kyoto Pact would have caused more significant economic losses for
Australia than for any other OECD nation (Bulkeley 2001, pg 436). Critics of
CSR also point out that organizations pay taxes to government to ensure that
society and the environment are not adversely affected by business activities
Crises and their
consequences. Often it takes a
crisis to precipitate attention to CSR. One of the most active stands against
environmental management is the CERES Principles that resulted after the Exxon
Valdez incident in Alaska in 1989 (Grace and Cohen 2006). Other examples include
the lead poisoning paint used by toy giant Mattel, which required a recall of
millions of toys globally and caused the company to initiate new risk
management and quality control processes. In another example, Magellan Metals
in the West Australian town of Esperance was responsible for lead contamination
killing thousands of birds in the area. The company had to cease business
immediately and work with independent regulatory bodies to execute a cleanup.
Stakeholder priorities. Increasingly, corporations are motivated to become
more socially responsible because their most important stakeholders expect them
to understand and address the social and community issues that are relevant to
them. Understanding what causes are important to employees is usually the first
priority because of the many interrelated business benefits that can be derived
from increased employee engagement (i. e. more loyalty, improved recruitment,
increased retention, higher productivity, and so on). Key
external stakeholders include customers, consumers, investors (particularly
institutional investors, regulators, academics, and the media).
Nature of CSR Challenges and Opportunities.
It is obviously that there is increasing focus on
both the private and public sectors to be proactive in the area of CSR. Various
challenges are emanating from consumers, shareholders, non-governmental
organizations, international organizations, and other stakeholders. These
challenges are increasingly recognized in public policy debates as well as in
the marketplace by companies and industry sector associations and they are
frequently recognized as opportunities.
The fact of the matter is that stakeholders challenge corporations to play social
responsibility roles - at both the domestic and international levels. Challenges
usually focus on one or more elements of CSR such as environmental protection,
health and safety, corporate governance, human resource management practices,
human rights, community development and consumer protection. In many cases, the
challenges are framed in an incremental way and on other occasions the
challenges are spelled out in a more comprehensive and overarching manner. The
challenges often call for voluntary actions by businesses to demonstrate
responsible behaviour and effective responses to social and environmental
problems - both in the domestic and international contexts. The demands also
call upon the public sector to reinforce corporate leadership and to use other
policy tools such as economic and regulatory instruments to encourage CSR.
Moreover,
the challenges for action can differ
considerably from one stakeholder group to another. For example, the demands
can range from a call for more disclosure of information to demands for
improved stakeholder involvement to requests for changes in management practices
to proposals for altering the relationships between company directors, business
managers, auditors, shareholders, debt holders, employees, suppliers,
customers, community members, and other stakeholders. Some of the challenges
are oriented to the ways that businesses manage their internal operations such
as human resources management while others are directed at the ways that a
business interacts with the rest of the community and society (e. g. human
rights, consumers, and supplier relationships).
Conclusion.
In conclusion it can be underlined, that companies that embrace corporate responsibility
can open doors on new markets, new opportunities and new relationships, set the
scene for long term profitability and increase the competitiveness of the
communities in which they operate. Conversely, companies that fail to manage
their responsibilities to society as a whole risk losing their so-called
License to Operate - the unwritten authority to do business that is granted by
a company’s stakeholders at large.
Taking everything into account, the author points
out that stakeholder views and their expectations of corporate behavior are
shaped by what they see happening in the world around them. Thus with today’s
communication networks, the world extends from the local neighborhood to the
planet as a whole.
Тема:
"Востокгазпром" в зеркале прессы"
Методологическая
часть.
1.1
Проблемная ситуация: В 2008 году PR-отделом компании
"Востокгазпром" было подготовлено и проведено множество социальных
проектов, таких как "Плавучая поликлиника", "Газификация", помощь
детям г. Томска и Томской области в рамках программы "Газпром детям" и
др. В связи с достаточно активным проявлением социальной ответственности, для
руководства компании было бы целесообразно выяснить, появился ли интерес у СМИ
г. Томска к данным проектам или СМИ интересуют только темы, касающиеся вопросов
развития компании и производственной деятельности, как и прежде.
1.2
Проблема: Какая информация, касающаяся ОАО "Востокгазпром" вызвала
наибольший резонанс в СМИ г. Томска в четвертом квартале 2008 года?
1.3 Цель
исследования: Выяснить какие темы, касающиеся ОАО "Востокгазпром" в
наибольшей степени интересовали СМИ г. Томска в четвертом квартале 2008 года.
1.4 Задачи
исследования:
1.4 1
Проанализировать материалы, касающиеся деятельности ОАО "Востокгазпром",
вышедшие в томских СМИ в октябре - декабре 2008 года;
1.4 2
Выявить темы, по которым будет распределяться вся информация, вышедшая в СМИ г.
Томска в четвертом квартале 2008 года об ОАО "Востокгазпром;
1.4 3 Распределить
по категориям всю информацию, вышедшую в СМИ г. Томска в четвертом квартале
2008 года об ОАО "Востокгазпром.
1.5 Объект
и предмет исследования.
Объект исследования
- печатные и электронные СМИ г. Томска.
Предмет
исследования - публикации и транслируемая информация с упоминанием ОАО "Востокгазпром".
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