Strategic Corporate Social Responsibility

1. Strategic Corporate Social Responsibility Information Session MBA 292C.1 Spring 2010 Professor Kellie A. McElhaney

2. Professor McElhaney Founded Center for Responsible Business Teaching, researching & consulting in CSR for over 15 years Extensive corporate consulting: Twitter, HP, eBay, McGraw-Hill, Chevron, Wal-Mart, Accenture, Bank of America, McDonalds, E & Y, Frontline, NVIDIA, Yum Brands, Kimberly-Clark 6.8 averageteaching evals Visiting Professor at University of North Caroline & Georgetown Research Focus Areas: Corporate Strategy & CSR; Brand & CSR; Business Leadership & CSR

3. Core Business Strategy Corporate Communications Consumer Behavior Metrics and Reporting Corporate Philanthropy Supply Chain Talent Management Corporate Green Stakeholder Engagement Social Media Brand Management Strategies of Change Management Leadership & Innovation

4. Consulting Projects

5. You Bid on Desired Project

6. A Different Kind of Recession…. ….of HOPE.

7. CSR Can Offer Hope

8. It’s About Harnessing the Power

9. It’s About Addressing Challenges in our World

10. (Smart) CSR as Part of a Solution A business strategy that: • Creates wealth • Protects wealth It is about using the power of business to improve the world.

11. Strategic CSR CSR Strategy must fit two things: Core business objectives: Increase sales, penetrate new markets, engage employees, reduce operating expenses, improve reputation, protect brand, beat competitors Core competencies: Technology, financial products &services, making markets, natural food, automobiles and transportation systems, travel & tourism.

12. The Most Important Aspect CSR

14. http://www.youtube.com/watch?v=UgqmpQOKACc • http://www.youtube.com/watch?v=l6BFxzPeQEg

15. What This Course Is: • About business strategy • Real-world, current, emergent • Fast-paced, packed in, like drinking from a fire hose • Taught using multiple methods • A unique learning experience • Experiential, hands-on, active • Something that will stay with you • A lot of work with high expectations • Fun!

16. What This Course Is Not: • Typical b-school course with HBS cases • Traditional, straight-lecture, cut & dry, neatly packaged • For the close-minded or risk-averse • Good for passive non-participators in learning • For those who like to skip classes • For those attached to their lap tops, PDAs and cell phones • Easy

17. Class Format • Overview of Class • CSR in the News • Project Issues • Lecture/ Discussion • Surprise Guests • Review Key Points

18. Topics Covered • Components of Strategic CSR • Strategic Frameworks & Systems • CSR Reporting • CSR Communications • CSR Metrics • Corporate Philanthropy • Employee Volunteerism • CSR Tools • Corporate Green • CSR & Branding • Strategies of Change Management • CSR, Leadership & Innovation • Using Social Technology • Limitations of CSR

19. Why a Consulting Engagement? • Students retain: • 5% of what they hear in lecture • 10% of what they read and hear • 20% of what they see, read, and hear • 50% of what they discuss, see, read, and hear • 75% of what they do, discuss, see, read, and hear • 90% of what they teach to others, do, discuss, see, read, and hear

20. Consulting Engagement • Ability to take classroom learnings and apply them immediately • Involves “teaching” strategic CSR to companies • High profile, high visibility • Complex and critical • Connected to overall corporate strategy • Informing real practice • Multi-disciplinary • Conduits to internships and jobs….