衡量企业的社会责任成效 .docVIP

本科毕业论文（设计） 外 文 翻 译 原文： Measuring the effectiveness of Corporate Social Responsibility Youre a PR counselor, and your organization has embarked on a Corporate Social Responsibility (CSR) effort to improve literacy in a community where you operate manufacturing facilities. After a year of sinking resources into the effort, you find that most community members still seem to be unaware of it. And the literacy program isnt even a part of the conversation when your organization is mentioned in the local media or at city council meetings. Now, due to the apparent lack of awareness about the program and the high cost of maintenance, management is questioning whether it should continue. Realizing value Today, more organizations recognize the importance of practicing CSR. Genuine social responsibility focuses on how the organization benefits society. CSR can help provide solutions to social problems, build healthier economies and maintain sustainable environments. But CSR is also proving to benefit companies. The most commonly identified corporate advantages include maintaining and improving reputation or brand image, government relations, brand differentiation, customer loyalty and employee recruitment and retention. “There is a mind-shift going on regarding CSR. Companies are moving from regarding it as a nice-to-do to viewing it as a way to create value for business,”says Chris Pinney, director of research and policy at the Center for Corporate Citizenship, Carroll School of Management at Boston College. A 2009 McKinsey Study conducted in cooperation with the Boston College Center for Corporate Citizenship found that the majority of CFOs and investment professionals surveyed agree that respondents environmental, social and governance actions create value for shareholders in normal economic dines. The respondents also believe that the two most important ways that these efforts create value are by maintaining a good corporate reputation or brand equity and by attracting,