In CaoHu p.m. advisory group President (the Po) look, now a lot of the enterprise is to corporate social responsibility (CSR) has is a very old concept. In recent years, the enterprise has been doing a lot of new attempt, it gradually from a must be spending public relations, the charity cost, began to become part of the enterprise strategy, should say is a very big changes.
Technology, future business model and the change of the consumers
This change has three important background. First of all, 2000 years after the global economic situation produced very big change, new technology, especially the development of digital technology, make the enterprise with community and consumers unprecedented closely together. Communicate and interact unprecedented increase, such, enterprise highly transparent, it is hard to disguise, must be sincerely to realize the promise, transparent treat supervision.
Second, the development of technology to bring people to the future development direction and think. Originally, people think the enterprise existing calling was to create economic value, satisfy the interests of the shareholders, this is typical of capitalism of the claim. Now a lot of problems, the financial storm, big enterprise fraud, environmental pollution, let people are beginning to realize enterprise in these areas play a disgraceful role, enterprise as a carrier of the resources, citizens of the society, the carrier of value creation, how in the future human development in the creation of more economic value of social value outside, how to make life more beautiful, are the future facing a great test mission.
The third from the global environment the change of the structure of population. Most countries 40 to 60 years old population become social main body. Use maslow's theory of needs, people after 35, to pursue the ego realize level, found the social orientation, begin to pay close attention to how to let him surrounding life better, make the society a better place, begin to pay close attention to their own needs more than the value of the broad. At this age, attention from "I", to focus "we", more attention of the whole society the multiplex value demand. These people's psychology, consumption and values quite extent determine the enterprise will face a new segments of the market. It is because of this change, in society appeared a large pay attention to the social value, the attention of the emerging consumers share value, besides function, brand, are concerned that the enterprise is to create social value, the production process is environmental protection, is there any damage to the surrounding environment, whether the product itself emphasize zoology friendly and sustainable development, when the brand and product similar, this type of consumer choice will be preferential buy this kind of brand, are willing to pay more premium. This recent 10 years in the west, most notably China also slowly formed in such a batch of segments of the consumer, the so-called lohas, "small and pure and fresh", "frugal sent, to a certain degree have this tendency.
Technology changes, the future business model changes, and the change of the consumers, constructed a big environment, the enterprise must in this environment to take new development model. This time, the social responsibility of the enterprise, from the earliest ACTS of charity, pure costs and profits to the behavior, the enterprise brand public relations act, to become the enterprise strategy now behavior, become enterprise profit model the indispensable behavior and enterprise gain competitive advantage the important means.
From the transfer payment to create Shared values
Philip p.m. in "the social responsibility of the enterprise," a book (Chinese version has the mechanical industry press published in September 2011), said the social responsibility of the enterprise, is the earliest it is to be the government's a request and the traditional moral requirements of entrepreneurs, enterprise a start and no value aim, just "to do" just. Afterward gradually become through do good, and community, consumer and government establish good relationships, become brands, social relationship maintenance tools. With the attention of the sustainable development of the emergence of consumer groups, as all enterprises started releasing corporate social responsibility report, you support "free lunch", I support "back one kilogram", the enterprise in this respect more and more homogeneous, and the enterprise how to obtain the good opinion of stakeholders, how to get the attention of the new universal value and sustainable development of consumer preferences, will become an important issue. The past do enterprise society responsibility not create value, is a kind of transfer payment. And now, a lot of enterprise began to put the social responsibility of the enterprise as with other brand differentiation means.
CaoHu for example of the starbucks, starbucks in the practice of the social responsibility of the community is fair trade. In the first stage, the coffee beans are all purchasing directly to Africa division of coffee farmers, and do not pass middlemen, tried to let farmers earn more, avoid middlemen gouging, and this became starbucks brand significance an important support. But we have found that careful analysis, in the process, starbucks although has done good work, but did not create additional value. For example coffee beans is 10 yuan a kilo, starbucks is always paid $10 to buy, no matter the don't through middlemen, just in income distribution, and move to the farmer's profits, has not created additional value, this is the first generation of corporate social responsibility common practice.
In the 2000 years after, especially CEO schultz returned to rectify starbucks later, found that doesn't solve the poverty problem, because farmers skills were not get promoted, don't know how to grow better coffee beans. So starbucks changing practice, or to purchase directly farmers, but take out a part of the money, and help them grow better coffee seeds, to farmers do training, provide irrigation equipment, make coffee, product quality better survival rate higher. Do this after, local farmers improve the skills, starbucks coffee quality also promote, corporate social responsibility of the practice of the fundamental changes occur.
Harvard business school professor Michael porter, the starbucks do create value is called "sharing value" (Shared value), this is relative to the past for the economic value of enterprise creating. The past all the value is created with functional value for shareholders, and now is to improve the business environment by local, improve the efficiency of the business.
Sustainable development brings restrictions brought new opportunities
So how to rise to corporate social responsibility of the enterprise strategic level, is the current need thinking problem for people. CaoHu think, if the sustainable development into the business model of considerations, affirmation will find it brings to the enterprise many restrictions, such as the original method is unfavorable to sustainable development, that will have to stop, will change other ways to do it, but limit itself and is often a source of innovation.
Such as the medical profession, like GE such a big company, sell high-end machine is the most profitable, a CT scanner is very expensive, this machine can only be sold to large institutions and hospital, the enterprise can make large profits. But there are still many also need these machines of community, not in big hospitals, and in remote areas of the country, these people don't conditions to buy how to expensive machines. If from the customer perspective, these people in the bottom of the pyramid demand, to meet all very difficult, and earn profits. So in this industry, everyone would be how to meet the needs of the clients, how to design the update machine, how to pass the form such as payment by installment for big customers to buy more convenient. This innovation is limited.
Until one day, have a Chinese enterprise mindray, found that numerous Chinese farmers, if in the stomach when can do CT examination as soon as possible, could soon judgment is appendicitis or gallstones, could soon to do processing, timely save many lives. Why can't we create good and cheap products, let rural barefoot doctors can also be used? So mindray create a small portable mobile CT machine, cost of traditional large equipment as long as one of several points, three level 4 city hospital, rural clinics and even individuals can afford, at any time can take out to check. "Devotes to the development of the Chinese people really need thing", become the enterprise concept. This innovation is very successful, GE found later bought to, because in the United States also has a remote area need this product. We call it a "reverse innovation", it is by developing countries from the market innovation, and took it back to the developed countries use the market.
The things that make the two revelation: first, when you really focus on consumer demand, can produce new innovation power and Angle, widen our sight; Second, in developing countries can also have great market innovation opportunity, because they just meet the minimum requirements of the human dignity of the demand, the market once opened, innovation is more than that. IPhone available mobile phone since, people found that CT machine costs can also be a falling, and an American company produces a probe, like headphones plugged into the iPhone as, with a kind of software, thousands of dollars of mobile phone can be a CT equipment, more people benefit from expanding.
Adhere to the social value and economic value of the enterprise can finally docking competitive advantage
Philip p.m. in the marketing 3.0, "a book, with the view of marketing out, corporate social responsibility is no longer enterprise obligations, but to become the enterprise brand can obtain the consumers of a prerequisite. The enterprise will be by the consumers "love" of the enterprise, Philip p.m. on a colleague of India, special wrote a book called "the love of the company" (Chinese version already by the Chinese people's university press in the January 2009 issue). If the "love company" disappeared, and its stakeholders would be very sad, including local residents, suppliers, customers, the government, the bank, and so on, they gave a lot to this enterprise feelings, because the company for all stakeholders are love, to create a new value.
If can do it "stakeholder value management", will be a loved company, they are no longer as the traditional company, the shareholders for stakeholders to create value, like Toyota, BMW, etc., not only the good to stakeholders, and the value of the interest around the management established many projects. For example, traditional enterprise with suppliers on the game relation, all is the mutual squeezing the gap, and the company does not do that friendship and love, and squeezing suppliers, as the cake together even more, to help suppliers improve ability, your product is competitive, my end products natural popular. And to help suppliers improve the supply chain, and improve the design ability and so on, the supplier as partners, to create more value, from the supplier perspective, will become the first choice of cooperation partners, like Toyota and Honda have done well, their suppliers are very much of fighting capacity and loyalty.
No comments:
Post a Comment