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MBA Toolkit For CSR Management, Leadership and CSR
Corporate Social Responsibility begins in a company at the very top. In the organizational structure there is the CEO and the managers who ultimately report to him or her. Their primary function is to make sure that a company stays well organized and profitable. They keep complex organizations on time and on budget and maintain equilibrium and control so that an organization can meet its goals.
In this structure the CEO is the key person who sets the tone and direction for the entire company. It is at this level where embracing CSR takes on an important and critical role in creating the corporate and cultural identities of companies that permeate every part of an organization. It is here where mindsets are created that influence how people think, how they act internally and externally and what roles a company will take on in their communities. This is where the invisible rules of company culture and corporate branding are generated as the sub-conscious patterns of behavior, values and beliefs which are the prime motivators of the attitudes and actions that determine the performance and missions of entire organizations.
The CEO is essentially where the message must originate to both internal and external stakeholders that a company is serious about CSR.
More : chinacsr.com
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