Chapter 16: Global Corporate Social Responsibility
and Environmental Sustainability
Learning Objectives
• Discuss the historical foundations of corporate social responsibility
• Explain the shared value concept
• Describe the six elements that characterize great companies
• Discuss how environmental sustainability affects organizational strategy and
success
• Describe the stakeholders of global corporations
Chapter Overview
The big new idea in marketing is shared value. The concept of shared value recognizes
that the stakeholders of a business are not limited to the owners (shareholders),
management, and customers but also include employees at all levels who contribute
toward the business’ success, suppliers, and society, both local and global. If a company’s
product is toxic at the end of its service life and the company has adopted the concept of
shared value, it will do whatever it can to ensure that no harm is caused to people or the
environment by the disposal of the product.
Lecture Outline
I. Historical Context (p. 406)
II. Shared Value: The Big New Idea in Marketing (p. 408)
a. Great Companies Think Differently
i. Common Purpose
ii. Long-Term View
iii. Emotional Engagement
iv. Partnering with the Public
v. Innovation
vi. Self-Organization
III. Environmental Sustainability (p. 412)
IV. Can CSR Be Measured? (p. 414)
a. Sustainability and Innovation
V. Stakeholders (p. 415)
a. Management
b. Shareholders
c. Employees
d. Customers
e. Suppliers
f. Society
VI. Summary (p. 419)
Tables and Figures
Figure 15-1 The Value Equation: Old versus New (p. 408)
Sidebar
Sidebar 15-1 Top Ten Global Air Polluting Countries 2011 (p. 406)