SMALL COMPANIES AND THEIR

CORPORATE SOCIAL RESPONSIBILITY

PRACTICES

Business Ethics CourseSummer Semester2014

Prepared by:

Yunakova DesislavaRegkli Effrosyni

Mahl YannikBremer MaxDežman Jan

ContentIntroduction............................................................................................................................................................................ 2

Definition................................................................................................................................................................................. 4

Corporate Social Responsibility (CRS)...................................................................................................................4

SMEs in General................................................................................................................................................................4

Benefits..................................................................................................................................................................................... 6

Concepts of CSR and their realization in small and medium enterprises...................................................8

Environment oriented CSR..........................................................................................................................................8

Example of SMEs.........................................................................................................................................................9

Employees oriented CSR............................................................................................................................................10

Example of SME........................................................................................................................................................ 11

Market oriented CSR................................................................................................................................................... 11

Examples of SMEs....................................................................................................................................................12

Society oriented CSR................................................................................................................................................... 13

Examples of SMEs....................................................................................................................................................14

Comprehensive..............................................................................................................................................................15

Example of SME........................................................................................................................................................ 15

Disadvantages of CSR.......................................................................................................................................................15

Profit maximisation..................................................................................................................................................... 16

Competitiveness............................................................................................................................................................16

Social issues are the concern of the government...........................................................................................16

Conclusion............................................................................................................................................................................ 17

References............................................................................................................................................................................ 17

Introduction

Corporate social responsibility or CSR is relatively a recent matter that concerns the

business world and more and more companies have begun to realize the importance of

having corporate social responsibility. The truth is that it is a very important issue for

the enterprises not only because through corporate social policy they contribute to the

creation of a sustainable social environment and development, as they are obliged to do,

but also because CSR gives them the opportunity to obtain a competitive and

comparative advantage against the competitive companies. Nowadays the competition is

inexorable and the competitive advantage is the key point for the survival of a firm and

business men have to use all ways in order to obtain it and maintain their

competitiveness.

However, corporate social responsibility is mostly combined with the big companies and

the multinationals. When CSR is discussed among academics, in the media and wider

civil society, people concentrate on the largest companies while Small- and medium-

sized enterprises (SMEs) are often overlooked. This is because the big profit companies

attract the mass media much more than the small ones due to their high profile and thus

they are a lot concerned about their image and their reputation. Being exposed to the

public opinion results in trying constantly to protect their reputations and relationships

with consumers and any other key stakeholder and engaging in CRS. Besides, their size,

their profits and their resources make them more able to invest in corporate social

responsibility. Undoubtedly, CSR is important for small and medium-sized enterprises as

well and they are also able to adopt CRS practices in their own different ways. There are

many reasons and motivations for small companies for engaging in CRS and there are

many examples that prove the significance of CRS and the huge advantages that can offer

even to the small companies. It is not about the size. Since every business entity has its

stakeholders and its impacts on society corporate social responsibility (CSR) should

therefore be equally valid for large and small enterprises.

In this essay there is lengthy analysis concerning the relation between small and

medium enterprises and corporate social responsibility. Firstly there is a reference to

some definitions of the basic terms such us CRS and Small and Medium Enterprises

(SMEs), the explanation of the importance of CRS implementation for SMEs follows and

after that there is a reference to the competitive advantages of practicing CRS. A very big

part of the analysis that follows is about examples of European SMEs with CRS practices

and in the end there is a conclusion of this analysis.

Definition

Corporate Social Responsibility (CRS)

It is essential, as a beginning for the analysis of the subject the reference to some

definitions and first of all the CRS definition. There are many definitions of CSR. The

main idea of Corporate Social Responsibility or responsible entrepreneurship is the duty

that businesses have to contribute to the sustainable development of societies.

Fundamentally, CSR refers to the obligations of the firm to society or, more specifically,

the firm’s stakeholders—those affected by corporate policies and practices. These

obligations have to do with acting ethically or in a responsible manner. The EU’s widely-

disseminated definition stresses that CSR is voluntary, goes beyond what the law

requires, and is an integral part of the business: it is “a concept whereby companies

integrate social and environmental concerns in their business operations and in their

interaction with stakeholders on a voluntary basis.  It is about enterprises deciding to go

beyond the minimum legal requirements and obligations stemming from collective

agreements in order to address societal needs.”  In other words, it means accomplishing

economic success, but also managing the expectations of other people, such as

employees, suppliers and the community around the company. It means contributing

positively to society and managing the enterprise’s environmental impacts. Economic

success has to go along with social and environmental considerations. The

implementation of this theory not only is beneficial for the society but it can also bring

direct benefits to every business and secures its long-term competitiveness. That is why

companies give attention to CSR implementation.

SMEs in General

According to World Bank Group data, in 2012 SMEs accounted for about 90 percent of

businesses and more than 50 percent of employment in the world. In Europe their share

in the total number of companies is even larger, reaching about 99 percent and

providing two thirds of the private sector employment. It is also interesting to note that

nine in ten SMEs in Europe are micro companies, i.e. with less than 10 employees.

Why do we say they are of such importance for the economy? SMEs are where the

entrepreneurial spirit and skills are developed and utilized. This is why they are a key

engine for economic growth and what is even more important – they are a sort of

innovation incubators and R&D labs. But this is just part of their contribution. Contrary

to the widespread opinion that corporate social responsibility is too expensive for SMEs

and that it is mainly a duty of large corporations, it appears that SMEs are actually much

more experienced in this field. This is so because they apply CSR practices in their

everyday practices intuitively and continuously.

In small companies the personal and ethical values of owners and managers are closely

transmitted into the company’s practices, mission and therefore to the individual

employees. Very often the staff also strongly believe in the moral principles governing

the business of a small company because they can easily associate themselves with the

direct and indirect impacts their work contributes both to the company and to the

general environment which the SME operates in. Nowadays, a greater majority of people

start being genuinely concerned about their impact on the environment, the society, the

economy, etc. That is why especially young people increasingly look for jobs in

companies that act responsibly and sustainably.

Another important aspect of the nature of SMEs is that quite often they satisfy very

specific needs of a region or a community. Combined with ethical conduct of the

business this makes their CSR practices very practical and result-oriented because the

social and environmental issues they deal with are of local character, so the positive

impact on the community and the region is greater and more tangible.

It is true that some issues that SMEs would like to target might be too expensive for

them. But in such cases SMEs could very effectively cooperate and join resources,

knowledge and efforts in order to achieve the desired impact. Actually, the creation of a

network for SMEs to share and discuss their good practices is a priority in the EU and

the Commission devotes funds to that matter. By maintaining such an environment of

sharing, SMEs could contribute to the further development of today’s knowledge-based

economy, reduce the costs associated with some issues and finally achieve greater

results.

This leads to another three concepts that are very popular today, namely effective

communication, transparency and interaction. Very often they are achieved intuitively

and informally, mainly because there are less people to coordinate within and between

small companies, thus making their internal processes more efficient and sustainable.

Employees of SMEs can also benefit a lot from the scope of knowledge and skills they

develop. It is rather often that employees in small business go out of their official job

descriptions and constantly take up new responsibilities and projects. The companies

themselves often invest in training for their staff, thus contributing to the development

of human capital.

While it turns out that SMEs act responsibly in their own ways, it is still true that many

people are not aware of that. This is partly because reporting and advertising these

activities is too costly for small companies and some of their CSR activities remain

known for a narrow group of people.

It can also be said that the term Corporate Social Responsibility as most people

understand it may not be the most correct one when it comes to SMEs. Their conduct of

business may also be referred to as “responsible entrepreneurship” - a term that EU

institutions are trying to introduce. And this really is what they are – opportunities

entrepreneurial people identify and utilize, thus creating healthy competition, new

working places, new knowhow and skills for their employees, and a livelier economy.

Benefits

A major benefit SMEs enjoy when they work ethically and responsibly is that they

improve staff retention. First of all, employees are more likely to be willing to associate

themselves with a responsible and efficient company. Moreover, when the staff of a

business is small, more informal connections are likely to appear, making the employees

a really bonded team that communicates effectively. This leads to greater staff loyalty

and more motivation to work for the company. This also makes investment in employee

development more sensible because the company can longer benefit from the increasing

expertise of its team.

Responsible companies also gradually win the loyalty of their clients. People are rather

irrational and very often the choice of a particular service provider or a product depends

highly on the emotional associations that the customers makes with the company. And

the increasing number of socially and environmentally concerned people, that we said

would enjoy working for a responsible company are also on the other side as customers.

A benefit that a company could enjoy if it has responsible environmental standards, for

example, is decreased costs for water, electricity, paper and other supplies.

Another form of CSR practices that SMEs could have is the support to students and

educational institutions because this does not mean only supporting them financially,

but also sharing experience and knowhow. We could take one quite small Bulgarian

company as an example. It is called IN YOUR HANDS and its core business is making

business simulations, trainings, team-buildings and consultancy for other businesses.

This company cooperates closely with AIESEC Bulgaria (AIESEC is the biggest student-

run organization in the world) by providing trainings and professional advice to the

members of the organization. They participate in almost every conference of AIESEC in

Bulgaria and also invite members to some of their events, when they need additional

help. AIESEC members definitely benefit a lot from this cooperation, but the company

itself also benefits by reaching many young, motivated students, who already have

practical experience from working at a student organization. As a result, around half of

IN YOUR HAND’s staff is of former AIESEC members, who have proven their professional

and interpersonal skills in advance.

The case with Triodos bank, originally a Dutch bank, is also quite interesting. The bank

has special requirements for the businesses it gives loans to and ethical and responsible

small businesses are among their main target group. Their lending strategy in devoted

to helping the development and innovations in sustainable sectors and they finance

projects that can deliver real social, cultural or environmental benefits. Their criteria

also take into account the possible negative impact of initiatives on people and the

planet. The bank has offices in The Netherlands, Belgium, Spain, United Kingdom and

Germany, where every small company with responsible and sustainable business ideas

could get financing. It is also interesting to note that when Triodos Bank was established

in 1980, its start-up share capital was only 540 000 Euro, which made it quite a small

lending facility, especially compared to the normal size of its competitors. However, its

responsible and effective activities have helped it to develop into a larger and very

successful financial institution.

Concepts of CSR and their realization in small and medium enterprises

As already mentioned CSR is a very wide field and every company deals with it in a

different way. The most common CSR concepts are based on the four major field’s:

environment, employees, market and society, which cover most actions a company

introduces to accomplish their contribution concerning an ethically correct business.

Those four CSR-areas will be described by explaining their main characteristics and

their exemplarily implementation in selected European small and medium sized

companies.

Environment oriented CSR

Nowadays nearly no topic has as much recognition as global warming. The "greenhouse

effect" leads to unsteady weather all over the world, to melting of the poles and

therefore higher sea levels, floods and many more catastrophes.

But not only green political party’s care about the future of the planet, also the broad

public sphere is aware of this serious issue. People pay more attention to company’s

environmental behavior than 50 years ago. Besides price and quality, customers favor

products and services from sustainable sources without negative impacts on their

environment. This pressure from the demand side forces companies to act responsibly

towards their environment, to keep their competitiveness on the market.

Not only should the use of input from sustainable sources be a cornerstone of the

company policy, but also their sufficient use. On the one hand it is in the purpose of

environmental protection, on the other hand, the optimum use of resources will lead to

decrease of the variable costs of the company and therefore to an economical advantage

in comparison to companies that use their inputs less than ideal. This goes together with

a reduction of produces waste, whereby in different branches a particular rate of waste

cannot be prevented. In such cases it’s the firm’s duty, to reduce the share of waste

products to a minimum and then try to recycle this waste. If recycling is not possible the

waste has to be disposed in a proper form.

Another important leverage point concerning ethical behavior towards environment is

the obligation to inform others about current issues or facing problems. In times of

globalization firms all over the world cooperate with each other. Material flows are

harder to handle, transportation ways are increasing and managing a supply chain is

getting tougher. But environmental protection requires not only the participation of

single links in the chain. To ensure a sustainable development of the business,

environmental topics have to be spread and measures for protection have to be

arranged within the whole supply chain.

Example of SMEs

The British medium sized company "Wood and Beyond", located in London, sells

hardwood products. The company selects its suppliers on the aspect, if they use

sustainable sources. With this strategy the firm fights natural exploitation. They even got

a so called "red-data-list", on which trees and species are listed that are under the threat

of extinction.

Based on this principle the firm has a very good reputation, which is, combined with

their high quality promise one of their key factors to success.

The Danish company Kvadrat, with 138 employees, is set in the textile industry. They

were on 21st place on "best national company’s 50-500 employees" to work at in the

year 2013. But Kvadrat is not only a good place to work, they also have high standards

concerning environmental protection.

The 1968 founded company’s main aim is to find a good balance between environmental

concerns, social responsibility and economic aspects. To reach this balance the company

makes sure that the products comply with the relevant EU Ecolabel criteria.

Furthermore Kvadrat is constantly reducing their CO2 emissions and minimizing their

waste production, by analyzing and monitoring all the production steps to find

optimizing potentials. In 2013 they installed a CTS device (a building management

system) at their headquarter, to make the whole construct greener.

They also apply strict standards to their suppliers, to reduce impact on the nature all

along the supply chain, but still guaranteeing high quality products to satisfy their

customers.

Employees oriented CSR

"A company's employees are its greatest asset and your people are your product."

- Richard Brenson, British businessman and billionaire

A company's key to success is its employees, but why?

Depended on the branch of the company, staff costs can make up 70% (industrial sector)

to even 90% (commerce sector) of the whole costs. Apart from some companies with

high level of automation, most firms are depended on manpower. In times of

demographical change in some parts in Europe (e.g. Germany) companies have to offer

special treatments to their current and their potential employees (war for talents) to

make them stay or to make them join the company.

An ethical correct treatment of firm’s employees includes for example an improvement

of the working conditions. Safety measures at the workplace will satisfy and protect the

employees' health and furthermore decrease cases of illness, which will prevent loss in

productivity. Additionally the firm’s costs for sick pays will be reduced.

Guaranteeing a fair work-life balance is another point of ethical attitude towards

workers. Besides the fact, that immoderate stress at the workplace can cause

psychological illnesses like burnout and therefore additional costs for the company,

actions like demand of excessive overtime work are against the European labor law. An

employee who likes its job has, according to economic researches, a higher productivity

and therefore a higher benefit for the company than an unsatisfied employee.

But not only a good work-life balance makes a satisfied worker, more and more

employees seek for chances to get into higher positions, not only because of better

payments, but because of a wider range of responsibility and self-fulfillment. So a

company should offer training, schoolings and other measures to develop their staff and

equal chances to climb to a higher position of power.

Apart from the opportunity for advancement, it is a wish of many employees, to have a

right to participate concerning company decisions. Therefore it’s not necessary to let

workers decide on major strategic aims of the company, but to give them the

opportunity to express their ideas. In most companies nowadays decisions are made

without asking the people who are affected, but in some cases so called "bottom up"

decisions are more effective than "top down" decisions, because people who are directly

involved, have a deeper fractal knowledge than most of the managers above. Moreover

with this bottom up approach the range of ideas is much broader as if one single person

makes up a decision.

All in all, one can say that not treating your employee’s ethical correct, leads to

additional costs, and a decrease of productivity and if the behavior becomes public, to

enormous image damage (e.g. Wal-Mart, Amazon...).

Example of SME

The German medium sized enterprise "LR Gebäudereinigung GmbH", founded in 1953

offers to employees with immigration background German language courses for free.

The company's aim is, to integrate foreigners as good as possible into the society.

Beneficial for the company itself is, that the communication between the workers and

the customers is therefore better and less problems occur.

The company in general does very many things concerning CSR, not only in the topic

employees. It was rewarded several times, e.g. in 2009 for the so called "B.A.U.M.

Umweltpreis" for a longtime ecological standards and holistic cleaning concepts, or in

2002 for commendable integration of foreigners in the Federal Republic of Germany.

Market oriented CSR

This CSR concept concentrates on creating additional (social) value for, on the one hand,

customers and, on the other hand, for suppliers and business partners. By including all

members of supply chain a new general value of CSR comes up – a team feeling rises.

Further on it is getting more and more important implement such a concept, because in

many branches it is the only way to differ from your competitors.

The following heels show the most important ways to offer on top value.

Improving safety and quality of products is one way to target this value. Therefore each

member of the supply chain has its advantages: suppliers and producers can be proud of

better products and use this for a positive PR-campaign and for customers it is worth to

pay more.

By offering free and voluntary services to their products, firms get more reliable for

their customers with their CSR concept. Out of this reason the company’s CSR idea lives

on without any additional costs.

Another very important part of the market oriented CSR is fair pricing. This is somehow

the basement, because with fair and good prices the supply chain relationships stay alive

and with it the already grown values. But it is not only about fair prices. For the reason

that especially smaller companies have a limited liquidity it is important to hand over

the money in time.

Closely related to the environmental concept is the fact that it is much more worthy to

contract with local partners regarding to communication and acting on jointly (local)

projects. This stresses the local image and guarantees the support of local politicians and

cities, which is always important for economical success.

By supporting the local market a company creates the cornerstone for future regional

business alliances, which leads to an optimum level of value creation.

With such a business alliance it is easier to establish standards of behaviour and

production through the whole supply chain.

Examples of SMEs

As a practical example you can have a look at the Finnish company “Eko-Expert”. They

are providing a special technology to reuse old building isolation material. Beside the

environmental advantage clients save a lot of money and have a competitive advantage.

Indeed this concept has a huge disadvantage for the producing firms of isolation

material, but in a long run “Eko-Expert” is creating much more value.

An even better example is the German company “Die Möbelmacher GmbH”, a producer

of kitchen facilities. They arrange cookery events and courses for their mostly local

customers. During these meetings clients are able to test all the different kind of kitchen

advises and have the chance to understand the values and key ideas behind the

products.

Society oriented CSR

Society is growing and getting older. Both facts have a huge impact on the daily pressure

of working people. Companies have the opportunity to relieve this pressure by using

their impact on society. Indeed the impact of a SME is limited but you can not

underestimate their impact as a group or in local areas.

By hiring handicapped persons a SME indirectly “takes care” of them for a certain time

and takes away huge pressure at some other place. We call this “Social integration”. But

it is not only about reducing pressure; it is further on giving handicapped people the

feeling of being part of something and being accepted by society. Indeed this does not

only count for handicapped persons. “Social Integration” is possible with past -prisoners,

-alcoholics, etc. In this way a company can bring back a lot of people’s self-confidence.

Talking about handicapped people, it is necessary to mention that they often need

special infrastructure systems like entrances, bigger letters or special sidewalks. A SME

knows exactly where help is needed and can start improving local infrastructure.

It is not necessary that a company is tackling a problem by its own. Of course a firm has

the opportunity to give cash or in-kind donations to a community institution like

schools, hospitals, etc.

But even a SME does not have to stop in its local area. The company can offer help to

developing countries or world-wide organisations. Because SMEs have often much more

deep relations to their international suppliers, they mostly can figure out the special and

particular need for help in the affected area of the supplier.

Supporting society is possible by, as already mentioned, cash or in-kind donations. But

that this is not the end of the story. More and more companies provide employee

programs, where a limited number of a company’s workforce has the chance to get new

experiences by working with e.g. handicapped persons. This creates a totally new “win-

win” value and can be very valuable for society.

Examples of SMEs

A practical example is the Norwegian SME “Stormberg AS”, a wholesaler. This company

employed more than 25 % handicapped persons and around 30 % past-prisoners,

school drop outs and other people, who would have a lot of problems to find their way

back to society alone.

Another good example is the Polish PR-Consulting company “Toolbox Creative

Communications”. They decided to offer their work for free to all social organisations,

which try to improve the communication between Polish and Jewish people. Totally new

clients and more enlightened people are only two consequences.

Comprehensive

A comprehensive CSR concept covers, as the name implies, all areas the company deals

with. Besides employee care and market satisfaction also the ensuring of a sustainable

environment for future generation and the maximum benefit for society should be

concealed.

Example of SME

Ketchum Pleon is a German daughter company belonging to BBDO Worldwide. Ketchum

is set in the communication branch and employes 330 workers in seven locations spread

all over Germany. The Main seat is in Düsseldorf.

The company itself is very engaged in CSR. Besides sponsoring 95 kids ins third world

countries like Tanzania and India, Ketchum also participates annually in certain events

like International Women’s Day, International Day of the Girl, Movember and

International Literacy Day. Furthermore the firm businesses are committed to operating

local premises with a very high energy efficiency and preventing greenhouse gases

through yearly improvements of local travel policies and practices. In addition to that,

Ketchum also cares for their current and future employees, by having strong

connections to many universities and high schools, to guarantee trainings for current

staff and better employment chances for students.

Disadvantages of CSR

Since 1960s when the concept of CSR was first brought up publicly, there have been

many debates and articles published on this subject. It is extremely difficult concept or

even theory to pin down. As it has been already said in theoretical part, there are many

definitions of CSR so there may be many definitions of advantages and disadvantages of

applying CSR.

The same goes for arguments for and against applying CSR practices. Briefly speaking,

challenges lie in allocating reseources and time needed to meet CSR standards whatever

they may be.

Although CSR approach may have clearly positive effect overall on the society there are

still articles and authors – and nevertheless, companies – who claim CSR is not optimal

for cocmpanies of all sizes and therefore free economy.

Profit maximisation

CSR and its practices (in theory) are not getting along well with business environment

in free economy. Moreover, function of business in capitalistic society is profit

maximisation and economic efficiency and not social responsibility. Reduced costs and

higher incomes are only goals for corporations to fullfill expectations of shareholders.

Now, their task is to balance the financial expectations of company owners with the

requirements CSR and other stakeholder groups. What is cost increase for big

corporations may be deadly for SMEs who struggle on daily basis. Speaking of

shareholders, their expectations may vary dramatically. Some shareholders are happy to

invest in companies that operate with high integrity and some may not.

Competitiveness

Argument of competitive disadvantage is very similar to to profit maximisation. Modern

economy became so complex that whole industries can become incompetitive due to

raised opportunity costs on behalf of CSR. Simply but: some companies cannot afford

putting resources – i.e. money – into CSR programs.

Social issues are the concern of the government

Following argument has been repeatedly emphasized mainly my economists and

businessmen. They argue role of companies in free-market economies is to make profit.

Social responsibility should simply be concern of the government and NGOs. In addition,

Milton Friedman argues that companies contribute to society enough by paying taxes to

their governments.

Conclusion

CSR gained a lot importance and media attention through the recent years. It became

one of important tools of customer retention as well as general public is more and more

conscious of social and environmental aspect of doing business. There are many

defitinitions and concepts of CSR. Regarding the former, its fundamentals lie in CSR

approach refering to obligations to society. Speaking of the latter, assignment focused on

four of its concepts (employment, society, environment and market) with »real life«

examples.

SMEs are too often overlooked in presence of concept of CSR. They have an extremely

important role in economic growth in Europe and contribute quite a decent amount to

society and environemnt in general through different mechanisms. This piece focused

on some succesful practices and cases for better understanding of the subject.

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%2005%20Pages/Social%20Responsibility%20and%20Accountability/Social

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