(Sent) IFI_Phan Thục Anh_Corporate Social Responsibility Strategy.pptx

CSR the final version

1. PRINCIPLES OF BUSINESS STRATEGY Phan Thuc Anh

2. hello Corporate Social Responsibility Strategy

3. Syllabus Essentials of Strategic Management: The Quest for Competitive Advantage (2016) Exploring Strategy: Text and Cases (2019) Strategic Management: Theory and Practice (2013) Week Topic Week 01 Foundation of Business Strategy Week 02 Industry Competition Week 03 Strategic Environmental Analysis: Regulatory, Political And Economic Perspectives Week 04 Strategic Environmental Analysis: Societal and Technological Perspectives Week 05 Corporate Social Responsibility & Ethical Governance Week 06 Corporate-level Strategy Week 07 Business-level Strategy Week 08 Functional- & Operating-level Strategies Week 09 Strategic Business Planning Week 10 Strategic Business Execution: Organizational Culture and Leadership Week 11 Strategic Business Execution: Organizational Structure Week 12 Evaluating Strategic Business Performance

4. What Makes Corporate Social Responsibility Matter? Of a business in the globalization On the success when delivering value s to its stakeholders Ever-changing Societal R ole New Corporate Thinking Influential businesses and stakeholders Ever-changing Relationship

5. USA - Statement on the Purpose of a Corporation Issued by the Business Roundtable in 2019 Signed by 181 CEOs of top US firms Focused on:  Investing in employees  D elivering value to customers  E thically d ealing with suppliers  S upporting outside communities (Fitzgerald, 2019)

6. Vietnam – The Kind Heart Foundation Founded in 2006 by Vingroup Mission: "To create a better life for People“ A way to spread the “Culture - Spirit - Misson and The Heart of Vingroup people” to the public Donated 12.926 billion VND to the social causes across Vietnam through 50 charity programs, Vingroup scholarships and other philanthropic projects (The Kind Heart Foundation, n.d.)

7. Corporate Social Responsibility (CSR) is ... to serve society and the financial interests of the shareholders - b ehave ethically & transparently - improve life quality - protect environment Expectation & Obligation Commitment to to concern negative, & positive externalities to a business value chain ‘Do no harm’ & ‘Do good’ 01 02 03 (Parnell, 2013; Whittington, et al., 2019; Rasche et al., 2017)

8. A corporate-level strategy that has voluntary and ethical characteristics, as well as specialized in public relation ; Aligned with the vision, core values, ethic principles, organizational structure and operations management of a business; CSR Strategy is... (Gamble, et al., 2016; Gunawan, 2023)

9. Why do Corporates Engage in CSR? Competitive Advantages Revenue Growth Productivity Improvement Risk Minimization Example: The value chain having CSR activities of a hospitality business (Camilleri, 2014)

10. Benefits from the CSR Strategy New Market New Market Share Innovative Solutions Revenue Growth Productivity Improvement Operational Efficiency Human Capital Management Reputation Pricing Power Risk minimization Operational & Regulatory Risk Reputational Risk Supply Chain Risk

11. CSR Strategic Approaches Normative perspective Integration perspective Instrumental perspective Definition To align with business objectives, societal norms & ethical values To meet the economic, legal, ethical expectations of society To have a strategic investment for the growth and success of a business in a specific market Motivation to adopt CSR An ethical obligation An integration of those expectations into business operation A self-interest economic advancement of that business Business Implication The societal well-being The legitimate appearance to the significant stakeholders Stakeholders’ satisfaction The profitability and competitiveness of that business ( Rasche et al., 2017)

12. CSR Strategic Approaches Political perspective Critical perspective Definition To become providers of public goods that are unavailable in a specific market To have policies/practices turning into power relations Motivation to adopt CSR A political actor with new responsibilities An embrace of solving inequality and improving society Business Implication The proactive approach on the prominent socio-economic, and political issues The proactive approach on i ncluding traditionally marginalized stakeholder voices in CSR actions ( Rasche et al., 2017)

13. Introduction to CSR Standards Principle-based Standards Certification Standards Reporting Standards Process Standards • UN Global Compact • OECD Guidelines for Multinational Enterprises • Equator Principles • Forestry Stewardship Council • Marine Stewardship Council • Rainforest Alliance • Global Reporting Initiative • Carbon Disclosure Project • Integrated Reporting Framework • Environment ISO 14001 • Societal ISO 26000 • Management ISO 9000/ISO 9001 • AA1000 Stakeholder Engagement Framework ( Rasche and Waddock, 2017; American Society for Quality, n.d.)

14. T railblazing CSR Strategy T he ‘ La Vache qui rit , Con Bò Cười ’ brand ( Groupe Bel – Bel Vietnam ) ! (Bel Vietnam, 2021; BSI Awards, 2022; Quynh Anh, 2022; Schoolab , 2022)

15. ‘La Vache qui rit ’ – the most popular cheese brand in Vietnam Since 2020, ‘ Con Bò Cười ’ has strategically re-strengthened its CSR commitments to compete in a fierce nutritious snack market & become a purposeful social brand through: Healthy food source Accessibility & affordability Responsible packaging

16. A new product - Belcube Square Cheese Cube Launch in April, 2021 at Hanoi and Ho Chi Minh city – during the COVID-19 pandemic New packaging; but differentiate itself from imported ones Boost the immune system with 25% zinc 20% less sugar Made with the standardized French quality

17. ‘La Vache qui rit ’ in your 3-meal plan The campaign launched in January/2022 Economic distress among consumers due to the COVID-19 pandemic Normally, Vietnamese people directly consume cheese, not processing into a dish or eating with other ingredients Encourage consumers to make simple, creative, affordable dishes with ‘ Con Bò Cười ’ during the 2022 Lunar New Year

18. The results Comments with statistically high positivity Advertisement Enjoyment Purchase Intent Score Brand Recognition Revenue Growth

19. Aw ard -winning CSR campaign: ‘A laughter – A hope’ A 3-year CSR campaign (2021 – 2023) Launch in the 100 th anniversary of ‘ La Vache qui rit, Con Bò Cười’ brand A strategic multi-collaboration with Operation Smile, & University Medical Center Ho Chi Minh city Contribute 100.000 laughter, through Facebook with “#1Tiengcuoi”, “#1hivong” Fund surgery cost of 80 children having cleft palate, through 01 billion VND donation to Operation Smile

20. The results Won 2022 BSI Awards for the ‘CSR Campaign Of The Year ’ Dd Over 23 million views of the campaign’s contents posted on social media Drive 120.000 laughter through the hashtags on Facebook Vietnam Positive sentiment from the public towards the cause of this CSR campaign Drive over 30% earned media on social platforms Dd  ‘La Vache qui rit, Con Bò Cười’ is perceived as a purposeful social brand representing laughter

21. Please keep this slide for attribution Thanks! Do you have any questions? phanthucanh2012 @ gmail .com + 84 036 942 6668