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Corporate Community Involvement among leading companies in Australia & New Zealand
Last modified: 2010-06-09
Abstract
Purpose – This paper explores patterns of Corporate Community Involvement (CCI) among a group of leading companies in Australia/New Zealand
Design/methodology/approach – Data from the St James Ethics Centre Corporate Responsibility Index is explored to reveal the patterns and extent of CCI for a sample of 52 separate companies that have participated in the index since its launch in 2002.
Findings – This research reports several findings: First, the majority of companies have developed strategies, management targets and structures and processes to address community issues. Second, almost all companies have a community-business partnership as part of their CCI strategy. Companies are taking a strategic approach to these partnerships with over three quarters of participants indicating that most of their partnerships have clearly set and agreed objectives, terms of involvement and measures to evaluate the success of the project. Third, while a significant number of companies monitor their CCI, the emphasis remains on the measurement of inputs. Fewer companies measure CCI outputs and outcomes in terms of leverage, community and business benefits. Finally, while most companies publicly report on their CCI, the content remains on inputs rather than outputs and impact and few have an independent assurance process of their CCI programs.
Research limitations/implications – While this paper gives a good insight into the patterns and extent of CCI, the small sample size did not enable the use of sophisticated statistical techniques, so the analysis is restricted to simple descriptive statistics. The sample is not representative of the broader population of firms in Australia/NZ, rather an atypical sample comprised of companies that have chosen to participate in the CRI. By implication, these are usually companies that have accepted the merits and necessity of CR and have a strong commitment to its successful implementation within their organization. This paper therefore enables insights into the practice of CCI among a group of leading firms in terms of Corporate Responsibility.
Practical implications – To understand how CCI is practiced among a group of leading companies is useful for managers seeking to learn from best practices and for NFP organisations that partner with business.
Originality/value – This paper is the first empirical research of CCI based on the CRI in Australia/New Zealand.
Keywords – Corporate community involvement, social impact, CR measurement, community-business partnerships
Paper type – Research paper
Design/methodology/approach – Data from the St James Ethics Centre Corporate Responsibility Index is explored to reveal the patterns and extent of CCI for a sample of 52 separate companies that have participated in the index since its launch in 2002.
Findings – This research reports several findings: First, the majority of companies have developed strategies, management targets and structures and processes to address community issues. Second, almost all companies have a community-business partnership as part of their CCI strategy. Companies are taking a strategic approach to these partnerships with over three quarters of participants indicating that most of their partnerships have clearly set and agreed objectives, terms of involvement and measures to evaluate the success of the project. Third, while a significant number of companies monitor their CCI, the emphasis remains on the measurement of inputs. Fewer companies measure CCI outputs and outcomes in terms of leverage, community and business benefits. Finally, while most companies publicly report on their CCI, the content remains on inputs rather than outputs and impact and few have an independent assurance process of their CCI programs.
Research limitations/implications – While this paper gives a good insight into the patterns and extent of CCI, the small sample size did not enable the use of sophisticated statistical techniques, so the analysis is restricted to simple descriptive statistics. The sample is not representative of the broader population of firms in Australia/NZ, rather an atypical sample comprised of companies that have chosen to participate in the CRI. By implication, these are usually companies that have accepted the merits and necessity of CR and have a strong commitment to its successful implementation within their organization. This paper therefore enables insights into the practice of CCI among a group of leading firms in terms of Corporate Responsibility.
Practical implications – To understand how CCI is practiced among a group of leading companies is useful for managers seeking to learn from best practices and for NFP organisations that partner with business.
Originality/value – This paper is the first empirical research of CCI based on the CRI in Australia/New Zealand.
Keywords – Corporate community involvement, social impact, CR measurement, community-business partnerships
Paper type – Research paper