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Corporate Social Responsibility

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Eileen Reyes

on 23 March 2017

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Transcript of Corporate Social Responsibility

Corporate Social Responsibility
NGOization & Funding Community
Health Through Indigenous-Focused Physical Activity
AGENDA
Key concepts
SDP, PRIVATE-SECTOR PARTNERSHIPS, & NEOLIBERALISM
CORPORATIZATION & BRANDING ACTIVISM
POSTCOLONIAL FEMINIST THEORY
CORPORATE SOCIAL RESPONSIBILITY
Neoliberalism as understood through
the broad tenets of:
- A reduction in government intervention
- The promotion & strengthening of the private sector through an unencumbered market system
- Consumer-oriented citizenship
"The politics of social activists internalizing a belief in the value of corporate responsibility, deregulation, and privatization... It includes coming to accept the status quo as normal and seeing markets and corporations as natural"
Corporatization:
Corporatization results to...
A particular epitome of activism that works within the constraints of the dominant political and economic arrangements but doesn't challenge and/or dismantle the same systems
A tool to re-think corporatization's racist, sexist, classist, and neoliberal tendencies
Essential for untangling the complexities of the corporatization of SDP
Introduction
Introduction
The N7 Initiative
NGOization:

NGOs becoming closely aligned with firms due to materialistic and instrumental motivations and increased competition for resources
A key tenet of development hegemony
"Native" Appropriation & Mascotry
NIKE's N7 Initiative
Supplementary articles
Our CSL project
Mobilizing Resources Through Corporate-Foundation Partnerships: Opportunities & Challenges
Partnerships for Corporate Social Responsiblity: A Review of Concepts and Strategic Options
Andre Nijhof, Theo de Bruijn, and Hakan Honders
Strange Bedfellows? NGO-Corporate Relations in International Development: An NGO Perspective
Nuria Molina-Gallart
Nike N7: Producing "Native Shoes"
- N7 project as an example of "corporate manipulation of race"
- Little "Native" consultancy
- Indigenous peoples voicing their displeasure in Nike's contradictory business practices
- Encouraging Nike to #DeChief its products through social media
So for @Nike to sell @Indians Wahoo gear goes against those values of the N7 fund and shows it is about the $ and not the people #DeChief
Why Transnational Corporations Partner With NGOs
Partnering with NGOs has been profitable for companies as they enter new market sectors, attract new customers, and new product innovation

Partnering with transnational corporations has led to the corporatization of sport for development and peace which involves activists believing in corporate responsibility

Sport for development and peace has been largely used to promote social change, justice, and developmental objectives and has been utilized by NGOs, non-state actors and stakeholders

There has been limited research as to why SDP is vulnerable to private sponsorships, funding, and partnerships which have led to the corporatization of sport for development and peace

The debate over the use of Indigenous imagery, rituals, and carcicatures, also known as Native Mascotry dates back to the early 1990s

Some view the use of native mascots as positive representations of indigenous people while others believe that there is a tribute to western mythology

1. Outside-in
Preventing reputation damage of a company or developing commercial opportunities
2. Inside-out
Strengthening organizational identity
3. Open system
Reflecting on the organization's position in society
- Nike sells products in over 160 countries and employs more than 800,000 workers worldwide in contracted factories, making it one of the top 50 brands in the world

- Launched on July 26, 2000 – the UN Global Compact was inaugurated > Nike was one of the first corporations to join the UN Global Compact

- Nike’s CR Activities: the Nike’s N7 initiative
- Market “Native” specific Nike products to finance health promotion programs
- N7 fund is overseen by 15 directors, all of whom claim Indigenous heritage, and sponsors 13 athlete ambassadors, also of Indigenous heritage,ex. Pro Golfer Notah Begay III (N7 Fund, 2015b)

Method
- The empirical portion is a critical discourse analysis of key annual reports and websites that have focused on Nike’s CR activities over the past decade

- Conducted CDA of Nike’s “Global Corporate Responsibility Strategy” reports (Nike, Inc, 2006, 2013), their N7 Foundation report (N7 Fund, 2009-2011)

- Also used Twitter as a site for analysis
#DeChief
#NotYourMascot
#ChangeTheName

Findings
1. Obvious goal of using CR to increase profits and contribute to the bottom line
- Nike’s report states, “As we continue our work beyond [Financial Year 05-06], we are exploring how we can act more as a social venture capitalist, making strategic investments in organizations” (Nike, Inc., 2006, p.80)
- “…implying that CR is no longer about “looking good” but should also be profitable for a corporation” (Hayhurst & Szto, 2016)
2. Nike’s focus on policy change, advocacy, and facilitating social change
- “We believe that Nike’s role is a funder or innovation and advocacy to help spark real social change on the ground and unleash human potential through sport…” (Nike, Inc., 2006, pp. 76-77)
- Nike claims it is using “sport as an effective tool for social change” and that it will fund research and evaluation that will “build evidence” to demonstrate sport’s positive relationship with social change (Nike, Inc., 2006, p. 78)
Contradictions with Nike and the N7 Initiative
- The use of the "marketplace as a driver"
- Is it possible for privatized social justice campaigns to be the answer for systemic social issues?
No
- Contradictory for Nike wanting to learn about systemic social change
Open System
Focus point:
Origin of responsibility:
Role of stakeholders:
Impact:
Type of NGO:
Reflecting on the organization's position in society
Dialogue with all parties involved
Partnerships
Supply chain & society
Dolphin (creative, great capacity to learn, and adapts strategies & behaviour
What NGOs Must Consider When Adapting an Open System Strategy
- "What/how can this corporation contribute to helping us solve our societal problems?"

- Compromising the independent decision-making structures of NGOs

- Essential for credibility of the organization to keep an upright an sincere image
3 risks to NGOs when entering corporate-foundation partnerships:
- Power imbalances
- Private sector myopia
- The 'development footprint'
Necessary for NGOs to have a better understanding of their partners' interests & motives to identify whether they correlate with their own
Corporate social responsibility (CSR) is a business approach that contributes to sustainable development by delivering economic, social and environmental benefits for all stakeholders
Discussion Questions
Nike's N7 Shoe Collection
Discussion
1. How can Postcolonial Feminist Theory mediate the effects of the corporatization of SDP NGOs?

2. What are some other reasons for transnational corporations to partner with NGOs?

3. List a few advantages and disadvantages of NGOs forming partnerships with transnational corporations.

4. In relation to Nike printing jerseys with native mascotry, who do you feel is to blame, Nike or the professional sport teams?

5. What advice would you give to NGOs that are going into a partnership with a transnational corporation?
Full transcript