csr as innovation prepared by diana adair, mba ’06 march 14, 2007 professor kellie mcelhaney mba...
Post on 22-Dec-2015
224 views
TRANSCRIPT
![Page 1: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/1.jpg)
CSR as Innovation
Prepared by Diana Adair, MBA ’06March 14, 2007
Professor Kellie McElhaneyMBA 292: Strategic Corporate Social Responsibility
![Page 2: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/2.jpg)
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
![Page 3: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/3.jpg)
CSR Philosophy
• Mission: Organize the world’s information
• Culture of innovation:Don’t be evil
• Corporate leadership:Setting an example
![Page 4: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/4.jpg)
Key Challenges
?What are the challenges facing
technology companies?
What are the challenges facing Google?
![Page 5: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/5.jpg)
Key Issues
• Public Policy:Net neutrality
• Employer:Diversity
• Privacy:China
• Environment:Minimizing impact
• Ethical:Transparency
![Page 6: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/6.jpg)
Highlights
• Employer-“Green” benefits-Organic, locally-grown food
• Philanthropy-Google.org-Google Grants
• Business Strategy-Corporate Environmental Programs-Product-specific
![Page 7: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/7.jpg)
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
![Page 8: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/8.jpg)
Stakeholder Engagement
Media
Competitors
Suppliers
NGO’sGovernments
Investors
Employees
Customers
Environment
Communities
![Page 9: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/9.jpg)
8 Components of a Newsworthy
• Change• Timeliness• Impact• Prominence• Proximity• Conflict
• The Unusual• Currency
Story
Media
![Page 10: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/10.jpg)
Internal Communications
• Weekly TGIF• Town halls• Internal news
• Culture• Innovation
Employees
![Page 11: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/11.jpg)
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
![Page 12: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/12.jpg)
Google’s Solar Panels
• Key elements: messaging, authenticity, timing, consumer appeal
![Page 13: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/13.jpg)
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
![Page 14: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/14.jpg)
My Job
• PR for advertising products• CSR strategy and “green” initiatives
![Page 15: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/15.jpg)
Working at Google
Global Communications and Public Affairs
Apply Online:http://www.google.com/support/jobs/bin/answer.py?answer=57961
![Page 16: CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility](https://reader035.vdocuments.site/reader035/viewer/2022062308/56649d7e5503460f94a60be1/html5/thumbnails/16.jpg)
Questions?