Making the Business Case and Gaining Executive Buy-in制定商务案例，赢得管理者支持-Dr....

Making the Business Case and Gaining Executive Buy-in

presented by Dr. Lu

3rd Nov 2014 Shanghai

Slide 1 CSR Leadership World 2014 – Nov. 3-4 Shanghai Dr. Lu

CSR Leadership World 2014 – Nov. 3-4 Shanghai Dr. Lu

CSR strategy: a conceptual framework

核心价值关键领域有效平台

沟通合作反馈完善互信互利

System & process 体系与流程


Stakeholder Interest

分析 - 与利益相关方互动中的问题有哪些？

Business Needs

优先化 - 什么问题是最紧迫最重要的？

Engagement and communications

通过沟通和反馈确认工作目标和优先权

CSR strategy: how to select appropriate CSR project


环境

健康供应链

人才

BHP

安全

志愿者

GE

创新

KPMG

BHP合作

CSR strategy: examples of project positioning


CSR ROI – 3C and 3 different ways of measuring

Sustainable Business growth

Operating environment

Social value creation

Input

Outcome

Impact

Compliance Competitive advantages Community values 1 2 3


CSR ROI

Compliance

Competitive advantages

Social values

1

2

3

(pay attention to: red line, grey area and blued timeline)

(cost saving, efficiency, improved supply, market)

Use economic & investment analysis model to support decision (ex. Win2000)

No need to carry out ROI as it is a no choice, MUST DO

(community development, smooth environment, reputation)

Use SROI and “Results” as reference model to quantify social factor impact


CSR ROI：Social Return on Investment SROI

Input Activity Outcome Impact

Event Chain (Value Chain) Evaluation

Monetized $1 Monetized $2 SROI = $2 / $1

Monetization methods: Time cost, Cost saving, Value creation, Survey etc.

Types Who can use SROI How to use SROI

Donor CSR Projects Foundation

Prove benefit (& how much) created Provide to accounting system, decision

Self-Operated

NGO/NPO Social Enterprise

Evaluate organizational & social values Present to donors

Regulatory body

Industrial association Social organization

Assess under regulation Use SROI as policy making references


ROI – deliver the measurable success


CSR strategy: Engage & Convince snr Management

从上面的分析，我们看出，一个合适的CSR项目，至少应当涵盖这几个特点：与企业创造

价值活动紧密相关；与企业特征和经营领域、地域紧密相关；与企业战略紧密相关；能产生较大规模的积极影响；可操作；可持续；可规避风险。

Bottom line – what value can it create for the business?

Relevant - is it relevant to our business (stream, sector, location)?

Strategy – is it cohesive with our company strategy?

Impact – what level of impact can it make?

Feasible & practical – is it attainable, achievable?

Sustainable - does it have a long term vision, bring long-term benefit?

Risk – have any risks associated with it been identified?


Strengthen CSR for sustainable business

Principles for stakeholder

engagement 按照利益相关方沟通原则

Economical-Social-

Environmental bottom-line 三重底线的可持续

发展原则

UN Global Compact

联合国全球契约十项原则

ISO 26000 CSR Guidelines 社会责任

指引

Corporate Sustainable Business Strategy 企业可持续发展战略

Execution in day-to-day operation and business development

把可持续发展的理念和对环境社会负责融入商业和各职能部门的日常运营中

Measuring performance (internal system & external monitoring) 内部监测与社会监督

Effective engagement is in the entire life-cycle


Strengthen CSR for sustainable business

Stakeholder engagement 过程框架图

利益相关方企业

决策目标 Decision

Target

企业运营/拓展商务逻辑利益相关方各自利益

参与纳入

决策过程 Decision

实施过程 Execution

参与度与影响力纳入度与说服力

成本 cost

stakeholder

Interest of each party

Level of involvement

& influential power

Level of engagement

& convincing power

company

Op/Exp Business logic

效率 Efficiency

involve engage


Strengthen Engagement using 3C model

core

content

context

Understand impacts

Obtain insights

Help to articulate values, mission, strategy,

commitment

Update on progress and new initiatives

Facilitate regulatory approvals process

Measurement, evaluation and reporting

Identify issues

Avert or solve crisis

Proactively improve relationships

Each engagement fits into the big picture.

The role of stakeholder may vary from

participatory to advisory

The reason of engaging will determine

content and the style of engagement

The context of engagement will impact on

the effectiveness of engaging

Engagement has to be a continued,

consistent and aligned effort

Engagement 3C Principles


Fundamental characteristics of CSR managers

•Integrity and sense of accountability & responsibility

•Know CSR theory and practices

•Passionate

•Commercial sense and logical through process

•Communication skills and can deal with pressure

•Team spirit and collaboration skills


CSR manager’s toolbox

Engagement Toolkit

•Business focus map (operation, project)

•Market, policy intelligence

•Communality, NGO information

•Standards & guidelines (ISO, GRI, EHS etc)

•Stakeholder profile deck

•Stakeholder analysis and mapping

•Engagement plan, roadmap, calendar

•ROI and reporting

•PM deck (schedule, track, review, measure)

•Issue and risk register

•Meeting tools

•Feedback and evaluation

•Elevator speech

•Company standard information

•Benchmarking information & survey

•Code of practice

In good order

mobile


CSR manager’s toolbox

Sometimes, we may need (or we dream to have) the big one like this:


Making the business case & gaining executive buy-in

Thank you!

Dr. Jianzhong Lu

[email protected]

18061709619

mailto:[email protected]

Making the Business Case and Gaining Executive Buy-in制定商务案例，赢得管理者支持-Dr....

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