企业社会责任全新的一面.docx

企业社会责任全新的一面.docx

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企业社会责任全新的一面

本科毕业论文（设计）

外文翻译

原文：

AnewsidetoCSR

ApoliticaltransformationistakingplaceinLatinAmerica.Ideologicaljoustingandchangingdoctrineshavecapitalizedonunresolvedsocialproblems,includinggenderdiscrimination,childlaborandunfairlaborpractices,andenvironmentaldamage,aswellasimpropercorporategovernance.InVenezuela,Argentina,Ecuador,Nicaragua.Bolivia,Brazilandelsewhere,meetingthesechallengeshasbecomethecoreofgovernmentplans.Thatischangingtherelationshipbetweenthestateandtheprivatesector,oftenresultinginincreasedauditing,regulationandintervention.Forthesereasons,andespeciallyinlightoftheglobalrecession,it'snotsurprisingthatKPMG'sNovember2009"OutofAdversity"reportnotesthat61percentoforganizationsinLatinAmericasaytheyaremakingsubstantialchangestotheirshort-termbusinessstrategies,and59percentareradicallyrethinkingtheirlongtermplans.

Inorderforacountrytoevolvepolitically,socialstrugglesmustbetreatednotfromanideologicalstandpoint,butratherthroughaperspectiveinwhichrevisionofthesocialmanagementofpublicandprivatecorporationsisapriority.Thereisakindof"socialwarming"takingplaceinLatinAmericathatisaffectingthesustainabilityandreputationofmanycompanies.By"socialwarming"Imeanpeople'sattitudestowardthemanyissueslistedabove:

ThereisanewawarenessamongLatinAmericanswhoaredeterminedtoactindefenseoftheirrights.

Thesechangesinattitudesaretakingplaceatanacceleratedpaceaswell,duetotheincreasedspeedatwhichnewsandinformationarecommunicated,inpartthroughsocialmedia.Infact,consumerdemandsarechangingmuchfasterthanmostcompaniescanreact,creatingadeepbreachbetweenacompany'sinterestandsociety'sexpectations.Thisbreachisevengreateramongmultinationalcompanies,becausemosttrytorespondtoaspecificgroupwithglobalprogramsofsocialresponsibilitythatarenotadaptedtoaparticularlocation.Allofthesefactorsaccentuatealackofconfidenceinprivateenterprises.AccordingtoLatinobarómetro2009（anannualpublicopinionsurveyof19,000peoplein18countries）,only42percentofpeoplehavesomeoralotofconfidenceinprivateenterprises,rankingthemeighthamong15institutions,demandingthatcorporateleadersrevisetheirmodelsofmanagementandcreateasharedperspectivetowardcorporatesocialresponsibility.

TheUnitedNationsGlobalCompactandtheGlobalReportingInitiativehavegeneratedaframeworkforcompaniesthatarecommittedtoaligningtheiroperationsandstrategieswithimportantindicatorsanduniversallyacceptedprinciplesforsustainableandresponsiblebusinesses,includingworkplacestandards,environmentalresponsibilityandanti-corruptionmeasures.Thosethatfailtomeetthesestandards,ortocommunicatetheirprogresstowardmeetingthem,aretakenofftheGlobalCompactslistofparticipants;infact,859companiesworldwidewereremovedfromtheinitiativeinFebruarybecausetheyfailedtoreportontheirprogress.

Forexample,fairtradeinitiativeshavebecomemorethanjustabrandtopromotemoreequitabletradingconditions.Rather,fairtradeisawaytoconnectconcernedconsumersandattentiveproducersinordertocombatpovertyandguaranteesustainablelivelihoods.Thoughfairtradeproductsaremoreexpensive,manyconsumersseeadditionalvalueinsupportinglaborrightsofbananaproducersinPeru,protectingtheenvironmentforbeekeepersinChileandempoweringcoffeeco-operativesinCostaRica,amongotherissues.Consumersusedtobeinterestedinaproduct;nowtheyarealsoconcernedaboutthewayitgetstotheshelf.

NewdemandsonCSR

"Corporatesocialresponsibility",asasocialcampaign,wasinitiatedinthe1980sinthewest,andhasbecomeprevalentworldwidewiththeprocessofglobalization.CorporateSocialResponsibilityisoneofthemostwidelydiscussedtopicsinmanagementcircles,forcingbusinessestotakeaccountoftheireconomic,environmentalandsocialimpactsinthewaytheyoperate.

Theso-called"corporatesocialresponsibility",referstothefactthatunderthemarketorientedeconomy,CorporateSocialResponsibilityshouldnotonlyincludepursuantofinterestsforstockholders,heyshouldalsotakeintoaccounttherelevantinterestsofstakeholders,i.e.theinterestsofthevariouspartieswhoinfluenceorareinfluencedbythebehaviorsofacompany.Ofthetwo,theinterestsoftheemployeesconstitutethemostdirectandmaincontentofCorporateSocialResponsibility.Therefore,thebasicoperationalmethodtoachieveCorporateSocialResponsibilityistheso-called"thecampaignofcorporateproductionrules",whichisalsoknownas"thecampaignofcorporateoperationnorms"or"thecampaignoffactoryregulations".

CorporateSocialResponsibility,especiallythefactoryrulesasthebasicoperationmodeofpresentCorporateSocialResponsibilitymovement,sofarasitsnatureisconcerned,isthelegalresponsibilityofanenterpriseoranobligationofanenterpriseinthelaborrelationship.ThesignificanceofproposingtheobligationofanenterpriseinthelegallaborrelationsasitsCorporateSocialResponsibilityliesinthefactthatthislegalnormisbettercombinedwithsocialnormstopromotetheimplementationofthislegalnorm.Asalegalnorm,thebasicrequirementtothesocialresponsibilityacompanytakesistosubstantiatetheobligationsundertakeninthelegallaborrelations.Thisobligationanemployerundertakesisconditioneduponhisenjoymentofhisrightsatthesametime.Theserightsincluderecruitmentrightinindividuallaborrelationship,rightoflaborinstruction,rightofworkdispatch,rightofrewardandpunishmentandrightofplantclosureinthelegalcollectivelaborrelations.Theserightsareregardedastheuser’srightsincontrasttotherightsofthelaborers.Butatthesametime,employersmustundertakerelevantobligations.Thismeansemployersmustcarryoutandimplementrelevantlaborstandardstoenforcetheprotectiononlaborersduringthelaboringprocess.Specifically,employers’obligationinanindividuallegallaborrelationshouldbefirstofalltomakepayment,whichisalsotheobligationofanemployerinthelawofproperty;secondlyitistheobligationoflaborprotection.Secondly,itistheobligationoflaborprotection.Thisobligationisoneasprescribedinthelawofpersonality,mainlyincludingthemoralrightsofprotectinglaborers’lifeandhealthduringproductionprocessandtheirpersonaldignityduringproductionmanagement.Incollectivelegallaborrelations,theobligationofanemployerismainlynottohindertheworkerstoexercisetheirrightofunity.Duringtheprocessthattheworkersestablishtheirtradeunions,holdcollectivebargainingandtakecollectiveactions,employersshouldnotantagonizebymeansofresortingtoimproperlaboract.Generallyspeaking,inindividuallegallaborrelations,theobligationofanemployerismainlyanobligationofaction,i.e.totakeappropriateacttoensurethefulfillmentofindividualworkers’rightoflabor.Inthecollectivelegallaborrelations,theobligationofanemployerisshowntobeoneofnon-action.Theemployershouldnottakeactionstohinderorharmtheexerciseandfulfillmentoflaborerscollectiverightsandinterests.

LatinAmericanconsumersaredemandinganevolutionfromcorporatesocialresponsibilitytosociallyresponsiblecorporations,askingbusinessleaderstounderstandCSRnotasawayof"compensating"foracompany'simpactbuttocreatetrulyresponsiblebusinessprocesses.Acompanycanbecomeasociallyresponsiblecorporationbysyncingitsbusinessgoalswiththeexpectationsofsociety.Todoso,strategiccommunicationmustbeusedasanimportantinstrumentforinstitutionalstrengthening,guaranteeingthecoherenceandconsistencybetweenwhatwesayasacompanyandwhatwedo,insideandout.Thisway,corporationscanbuildperceptionsthatnotonlyinjectmorecertaintyintobusinessplans,butalsofacilitatetheaccomplishmentoftheorganizationsgoals.

ForthosewhoareunawareofthedramaticculturalandpoliticalchangethatLatinAmericansocietyisundergoing,it'simportanttounderstandthatacompany'sperformancetodaymustgobeyondeconomicfactorstoincludenewsocialandenvironmentaldimensions.Today,moreimportantthanproducingachangeofcultureiscreatingacultureforchange.Onlyaleaderwithcreativeenergyandthinkingiscapableoffindingnewapproximationsthatguaranteebusinesssustainabilityandanewstateofawarenessthatpromotesthechallengeofa"socialmodel"betweencompany-society-government,takingintoconsiderationallinterestsatstake.

Overtheyears,numerouspublicationsfromqualifiedbusinessschoolshaveinvitedleadersto"adapt"themselvestonewrealitiesandtothecurrentcompetitivemarket,inordertotakeadvantageofnewopportunities,itistruethatallcompanieswishingtosurvivecompetitionmustbefullycompetentandflexibleinordertoadapt;however,companiesthataresuccessfulinasustainablewaywillonlybethosethatmovefurtherandacceptthechallengetomodeltheenvironmentinwhichtheyoperate.Strategicandresponsiblecommunicationisthemostimportanttoolforprovidingthenecessaryinstitutionalstrengtheningforallcompaniestobuildlong-termrelationshipsbasedontrust.

"Building"trust

OneexampleofbuildingthiskindoftrustcomesfromCEMEX,aworldwideproducerofcement,ready-mixandaggregatesthathasbaseditsCSRstrategyoncreatingsustainablevalueinthemorethan50countriesinwhichitoperates.Aimingtobethecompanyofch