A COM 378 Lecture Notes - Lecture 5: Swoosh, Tiger Woods, Operations Management

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26 Apr 2016
Department
Course
Becoming a Responsible Corporation
The path to corporate responsibility
Corporations do not become good citizens overnight
While each corporation progresses differently, Zadek proposes that five stages are common as
corporations progress in ‘civil learning’
Two learning curves are involved
oAn organizational Learning curve
oA societal learning curve
Five stages of Organizational learning
Defensive
oDeny practices & responsibility
oProtect & defend reputation for the short term
o“It’s not our job to fix that.”
Compliant
oFollowing industry standards
oMitigate erosion of economic value for the medium term
o“We’ll do just as much as we have to.”
Managerial
oPut issues into management process
oPrevent erosion & achieve longer term gains
o“It’s the business, stupid.”
Strategic
oPutting societal issue into core business practice
oEnhance long term value
o“It gives us a competitive edge.”
Civil
oIndustry involvement
oFirst mover
oCollective action
o“We need to make sure everybody does it.”
Four stages of issue maturity
Latent
oActivists
oNGOs
oLittle science
Emerging
oPolitical & media awareness
oWeak data, but emerging research
oSome businesses make changes
Consolidating
oEmerging business practices
oVoluntary initiatives
oLitigation
oCollective action
Institutionalized
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