Corporate Social Responsibility (CSR) already become a major topic in our society. Because of an interest of society in responsible behaviour of companies is increasing, many companies are care about the values like integrity and develop ethical codes to cultivate responsible behaviour of their workers. They feel that they should meet 3P line expressing the expectations of stakeholders regard to the company’s contribution to people, planet and profit to get a licence to operate.
Firms who do not meet these expectations could see their company reputation failing with a negative impact on profitability and market shares. People expect corporations to take a larger social role, companies will develop a social identity that is as essential as brand identity. This creates win-win situations and changes the nature of business. This reputation mechanism will effective if the social and environmental value creation of companies is transparent. Although many companies are fostering their transparency by social reporting, an integrated and uniform framework.
However, large companies often acknowledge the importance of standardisation, but in practise there are a lot of companies apply differences of these standards. If companies are not transparent, customers, NGO’s and the society at large cannot judge their contribution to CSR. The approach to Corporate Social Responsibility (CSR) of Dutch Lady Milk Industries Berhad is that they aim to demonstrate their commitment by actively undertaking strategic initiatives based on the following three priority areas:
Their parent company, Royal FrieslandCampina N.V. places this as one of the three cornerstones of its own corporate social responsibility agendas to make sure sufficient nutritious food to help fighting malnutrition and a shortage of nutrients. In Malaysia, Dutch Lady aims to continue their efforts in combating obesity and nutrient deficiency by ensuring that their products are responsibly manufactured, healthy and available in various choices and a part of sizes.
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