Fontainbleu, October 12, 2007 – enterprises and responsibility: Today in France at the Fontainebleau Campus of the Management Academy INSEAD, the results of the largest global study of “Corporate Responsibility” was presented. The focal point of the academic work was the significant differances between social needs, global enterprises such as Unilever, Microsoft, IBM, Johnson & Johnson or Shell, and shareholders of these Multis. Apart from a consortium of prominent European Businesses Schools (Insead, Bocconi, Copenhagen Business School among other things) the participants were from 19 world-well-known enterprises in 8 critical sections with 210 managers, 180 owner companies and the European Academie „Businesses in Society (EABIS) “.
The project was sponsored by the “European 6th program for research and development”. Major task of the study was to find out how the cognitive consciousness of the managers for the problems, which the enterprise in the society or their environment causes, can be strengthened. It concerned particularly the effectiveness from different training programs on the development from social consciousness in the heads of the managers.
Due to the collection by company targets, which face social interests, „a cognitive often develops gap “. The far majority of the managers saw completely solve-solved the role of your enterprise in the society from global society goals. Only 20% the decision maker were conscious of the interests of their shareholders itself over the difference. In relation to sensitivity the social implications of executive committee decisions is however crucial, in order to manufacture the confidence of the society in enterprises. As example for instance the environmental degradations served by Shell, or resettlements of villages in the course of the work of mineral enterprises like “Rio Tinto”. Chris Marsden, Chairman of Amnesty International: “This is exactly what makes people hate Shell or avoid buying Unilever marked products….” (more…)