1. 'Change Management in European Enterprises' International Meeting Athens, September 14, 2007 Michael Spanos Managing Partner michael.spanos@eurocharity.org www.eurocharity.org michael.spanos@eurocharity.org An Introduction to An Introduction to Corporate Social Responsibility (CSR)

2. Business Environment Enterprise Employees Shareholders Customers Providers Consumers Partners Investors Analysts Local Community Local Authorities GovernmentNGOs Regulators Academia Media

3. Market Issues & Trends 1.Climate change 2.Responsible consumers 3.Corporate accountability 4.Socially responsible investments (SRI) 5.Business ethics 6.Supply chain principles 7.Moral values 8.Socially responsible entrepreneurship

4. Definition of CSR Corporate social responsibility (CSR) is a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis. Source: COMMISSION OF THE EUROPEAN COMMUNITIES, Brussels, 22.3.2006, COM(2006) 136 final, COMMUNICATION FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL AND THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE: IMPLEMENTING THE PARTNERSHIP FOR GROWTH AND JOBS: MAKING EUROPE A POLE OF EXCELLENCE ON CORPORATE SOCIAL RESPONSIBILITY

5. CSR Terminology 1.Corporate Social Responsibility 2.Corporate Responsibility 3.Corporate Accountability 4.Corporate Citizenship 5.Sustainable Development 6.Sustainability 7.Business Excellence 8.Corporate Governance

6. CSR in practice 1.To treat employees fairly and equitably 2.To operate ethically and with integrity 3.To respect human rights 4.To sustain the environment for future generations 5.To be a caring neighbour in local communities 6.To have the appropriate structure and policies in place to interact responsibly with stakeholders 7.To monitor, evaluate and report the company's level of responsibility

7. CSR Benefits 1.Good reputation makes personnel recruitment easier. 2.Employees stay longer, reducing the costs and disruption of recruitment and retraining. 3.Employees are better motivated and more productive. 4.CSR helps ensure you comply with regulatory requirements. 5.Activities such as involvement with the local community are ideal opportunities to generate positive press coverage. 6.Good relationships with local authorities make doing business easier. 7.Understanding the wider impact of your business can help you think up profitable new products and services. 8.CSR can make you more competitive, and reduces the risk of sudden damage to your reputation (and sales). Investors recognise this, and are more willing to finance you. 9.CSR can help manage risk.

8. CSR Initiatives 1.Awareness raising, awards and ethical initiatives 2.Exchange of knowledge: best practices, networks, pilot projects 3.Standardisation and certification 4.Innovative partnerships, NGOs - public/private 5.Reporting (external) and communication 6.Ethical trade initiatives (fair trade) 7.Financial sector involvement and financial incentives

9. CSR Communications A new management discipline which integrates marketing, PR, and communications around Corporate Social Responsibility and stakeholder engagement. This includes: 1.Cause marketing (also referred to as Cause-related marketing) 2.Social Marketing 3.Corporate Reputation Management 4.CSR and Sustainability Reporting 5.Stakeholder engagement

10. CSR Communications 1.Transparency 2.Confidentiality 3.Competition 4.Legal implications 5.Cultural and social dimensions Implications: 1.Market niche 2.Market acceptance & credibility 3.Financial results Selection of: receivers media

11. European Commission & CSR The Commission’s strategy focuses on the following areas: 1.Increasing knowledge about the positive impact of CSR on business and societies in Europe and abroad, in particular in developing countries; 2.Developing the exchange of experience and good practice on CSR between enterprises; 3.Promoting the development of CSR management skills; 4.Fostering CSR among SMEs; 5.Facilitating convergence and transparency of CSR practices and tools; 6.Launching a Multi-Stakeholder Forum on CSR at EU level; 7.Integrating CSR into Community policies.

13. “It takes twenty years to build a reputation and five minutes to ruin it”. Warren Buffett

14. References 1. COMMISSION OF THE E UROPEAN COMMUNITIES, INTRODUCTION TO CORPORATE SOCIAL RESPONSIBILITY FOR SMALL & MEDIUM - SIZED ENTERPRISES, DIRECTORATE - GENERAL FOR ENTERPRISE 2. COMMISSION OF THE E UROPEAN COMMUNITIES, IMPLEMENTING THE PARTNERSHIP FOR GROWTH AND JOBS : MAKING E UROPE A POLE OF EXCELLENCE ON CORPORATE SOCIAL RESPONSIBILITY 3. COMMISSION OF THE E UROPEAN COMMUNITIES, CORPORATE SOCIAL RESPONSIBILITY : A BUSINESS CONTRIBUTION TO SUSTAINABLE DEVELOPMENT 4. COMMISSION OF THE E UROPEAN COMMUNITIES, B RUSSELS, G REEN PAPER : P ROMOTING A E UROPEAN FRAMEWORK FOR C ORPORATE S OCIAL R ESPONSIBILITY 5.E UROPEAN P ARLIAMENT, R EPORT ON C ORPORATE S OCIAL RESPONSIBILITY : A NEW PARTNERSHIP F OR MORE INFO PLEASE VISIT WWW. EUROCHARITY. ORG WWW. EUROCHARITY. ORG

15. EuroCharity Corporate Social Responsibility Directory Greece 19, An. Miaouli Street GR-173 42 Athens Τel. / Fax: + 30 210 996 7152 Mob. +30 693 775 7383, +30 699 272 4102 info@eurocharity.org info@eurocharity.org www.eurocharity.org