Companies gain profits from social responsibility
Introduction
Through this paper, I would like to insist on the importance of my theory.

Companies canreceive more reward by contributing to social and environmental improvement than by seeking animmediate profit.
How does a company obtain rewards? There are three ways.
competitive market.
continuance.

First, firms must survive in theIt may sound paradoxical, but it is certain there is no return without

Second way is to have an advantage over other companies in the same business.

Finally, corporations must make an innovation to break the wall preventing them from moving
forward.
Corporate scandals are making headlines in everyday newspapers.
many defective buildings were found was one of them.

For example, the news thatCorporations taking part in construction

looked after only their own interest and didn’t consider residents’ safety.
environmental issues are surrounding us.

Even more, today

Various problems frighten our future and make it in thedarkness.
What role should companies play in this diverse world?

What is the purpose of firms? In thisthesis, I would like to that efforts of companies in social responsibility solve such issues, as they arepaid back from society.

1Tur ning Point
The model of excellent company changes with the times.
responsibility?

When did companies have

It was 1602 when the Dutch East India Company was established.

corporation became the first joint-stock company in the world.

The

Entrepreneurs had an obligation to

give investors value for their funds and were regulated by the commercial law.
Nevertheless, firms have new concept of responsibility today.

To show you some reasons,

there is globalization of the economy, worldwide environmental issue, a labor problem in adeveloping country, and a domestic corporate scandal.

The difference between the former concept

of corporate responsibility and the new one is an extent for which companies take obligation.

Thenew one has many kinds of stakeholders. “Stakeholders” are people who have an interest in acompany or organization’s affairs (Collins COBUILD Advanced Leader’s English Dictionary,2004).

They are, for example, investors, costumers, clients, local communities, or administration.

The new concept is called Corporate Social Responsibility (CSR or called Corporate
Responsibility, especially in EU).
meaning is.
clear.

As this word has diversity, I cannot distinctly say what its

Therefore, the world is moving steadily and making an effort to have the meaning

I show you a definition advocated by Global Reporting Initiative (GRI), an NGO working

for creating a guideline of a sustainability reporting.

The group says that Triple Bottom Line(TBL), economic, social, and environmental side forms CSR (Figure 1).

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Economy
Sustainable management

Fair trade
Stock priceSociety

Envir onment

Accountability

Green industry

Employees’ satisfaction

Reducing burdenCultural gap

Restore pollution

Figure 1, Tr iple Bottom Line

In addition to GRI, there are worldwide activities to define CSR.

International Organizationfor Standardization (ISO), are trying to make an international standard for CSR.

Manyinternational standards for product quality or environment have been produced by ISO and they are
now widespread.

For example, a lot of Japanese companies are taking ISO14001, which isenvironmental certification (Figure 2).
influence.

It is certain that the CSR standardized by ISO has

Besides that, Organization for Economic Cooperation and Development (OECD) andGlobal Compact project by United Nations show principles of management.

3

25,000
20,00015,00010,0005,0000pJa

anainChnaiSpItalydit enUmdoni gKyen
AofanncdeUS e p.
eamrr
FRSw
Gea,erKoFigure 2, Top 10 countr ies for ISO 14001 cer tificates (ISO, 2005)

There is an opposing opinion that says companies’ responsibility is the only one.
earn as much money as possible and restore it to their stockholders.

They must

The objection against CSR isan idea that Milton Friedman, who is an American 1976’s Nobel Prize-winner for EconomicSciences, proposed (Takeuchi. K., 2005, p. 35-36).

He also said that spending on anenvironmental movement or a contribution for a region was the same to paying for somethinguseless on companies’ own initiative.
In spite of such a famous economist’s opinion, the world is supporting CSR because we havereached a turning point.
rules.

Disregard for the new concept of responsibility is the same to breaking

Whoever plays cards with an offender? A company that is not active to achieve CSR will

be removed from the world market.

4Advantage
Can a company take advantage over other firms by CSR operation? In fact, there is not a clear
data that confirms CSR pays a profit back.

David Vogel, a professor at Haas School of Business,

University of California, Berkeley, states that although CSR is often seemed that it is close ties withreturns, that is not true.

It is because the number of companies investing in CSR is not enough tojudge (David. V., 2006, P. 17-18).

He also says if many firms try to achieve CSR on a full scale,the limit of a cost effect will come out immediately.
fact to supporters of CSR.

In addition to his opinion, there is a deadly

It is certain that consumers are very interested in business ethics andfair trade, but do they actually buy a “clean” and “fair” product? That cannot be.
Against the professor’s opinion, I have a reason why there is such a criticism. It is hard to see
the worth of CSR so I recommend an indicator, Net Promoter score (NPS). It was advocated byFrederick.F.Reichheld, business author and strategist.

When a company uses the barometer, thefirm asks customers whether they recommend its product to others or not at first.

Then it puts therate of consumers who ansewered Yes to Promoter and that of No to Detractor.

NPS is thepercentage calculated from Promoter minus Detractor (Figure 3). The Bain & Company, one of thebiggest corporations in a consulting business, ensured the credibility of the indicator.
found that NPS has close ties with corporate performance.
companies form this research.

5The firm

I can insist CSR brings rewards toNPS = P – D
Net Pr omoter scor ePr omoter (％)

Detr actor (％)

Figure 3, an outline of NPS (Hori. S., 2006, P. 81)

I have another interesting research (Figure 4).

This is a questionnaire to 388 Europeans.

Thequestion is that what kind of effect the social and environmental risk management brings on yourexperience.

Many European fund managers and analysts have the idea that risk management

based on CSR contributes to improve competitiveness.

To short-time corporate value
5%32%Good effect
Bad effectNO effect
Don't know
55%
8%

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To long-term corporate value
5%
13%

4%

Good effect
Bad effectNO effect
Don't know

78%

Figure 4, 388 Europeans’ conscious of CSR (Fuji. T., 2005, P. 133)

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Innovation
The final stage of the process to acquire returns by CSR is making innovations.
the last step is to make CSR into an original product.
Electric Industrial Co, in this chapter.
to pick up a Japanese company.
in CSR is electronics.

In other wards,

I give you an example on Matsushita

The first reason why I chose Matsushita is that I would like

Then there is a fact that the Japanese business world most active

According to research of Newsweek, the five companies are in electronics

out of the top-ten Japanese corporations in CSR (Bain & Company, 2006, p.76-77).

Next,

Matsushita is the biggest corporation from the viewpoint of the sales figures in electronics.

That isvery significant.

A large enterprise has a big influence on world markets.

In addition to that,

CSR is intimately related to a disease of big companies.
A new washing machine, which was released on April in 2002, was made from an innovation of
Matsushita.

It has been a big hit in Japan.

The difference between the former machine and thenew one is that developers inclined the inner drum with a 30-degree.
common sense.

It was overturning ofI will show you that Matsushita’s CSR operation made this innovation from threesides of Triple Bottom Line.

8Figure 5, Matsushita's new washing machine (Amazon. com, 2006)

First, look at the economic side.
2002.

Matsushita was infected with a disease of big companies inAlthough the firm had never been in a red letter for 30 years, the year was different.

Nakamura (2003), the CEO of Matsushita, stated, “All the people in this company wereoverconfident that Matsushita was eternal”.

Nevertheless, Matsushita achieved a marvelous

V-shaped recovery (Figure 6).
400,000
300,000
200,000
100,000
0-100,000-200,000-300,000
2005

2004

2003

2002

2001

Figure 6, an oper ating profit of Matsushita (Matsushita Electr ic Industr ial Co., 2005)

In 2005, Matsushita picked up five equipments that support the recovery.
diagonal-drum-type washing machine is one of them.

The

It is more expensive than former type by20%, even now (Bic Camera, 2006) but the share of diagonal-drum-type had rapid growth.
Next I tell you the social side.
part of CSR.

This equipment was made from a point of Universal Design, aThat is the essence of Matsushita’s innovation and the biggest reason why themachine sold well.

Universal Design is a conception that anybody, a handicapped person, apregnant woman, a senior citizen, or a young child, can use a product easily.
diagonal-drum-type washing machine is very easy to use for every one (Figure 7).
9The

That is asecret of the popularity.

Figure 7, Univer sal Design (Matsushita Electr ic Industr ial Co., 2006)

Finally, I show you the environmental side.

Inclining inner drum succeeded to reduce the 60%

amount of water as against the former one (Figure 8).

Then people who are interested inpreserving environment support the machine.

Inclining

Figure 8, Reducing water effect

In this connection I may add that this washing machine acquired the Good Design Award 2003
in Japan and Industrial Design Excellence Award in U.S.

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Conclusion
To achieve CSR is the very corporate purpose in 21st century.
between a company and society or environment.
they must obtain rewards.

It makes win-win situation

As far as corporations give gains to stakeholders,I raised three reasons that the principle was realized.

1. Companies can survive in the competitive market with carrying out social responsibilities,and acquire long-term benefits.
2. CSR is a kind of investment.

If a firm makes effective use of the money, it can stand atadvantage over other ones in the same industry.

There is certain evidence.

3. In a mature market, corporations achieve a great leap forward with the only innovation.
CSR is the trigger for business revolution.

I am sure that keeping CSR costs in a short term for companies but at the same time, it will payback.

Peter Ferdinand Drucker, an Austrian economist, said that corporate management must be

done under the effort to make seeking its own profit into achieving CSR automatically (Peter. F. D.,
2005, P.16).

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