Attualizzazione dei valori aziendali nella business practice
AZIENDA INDUSTRY NAZIONE
Apple Computers USA
Amazon Servizi Internet e Retailing USA American Express Consumer Credit Card e relativi
servizi
USA
Berkshire Hathaway Insurance USA Boeing Aeronautica e Difesa USA
Una volta identificate le aziende, si è proceduto a verificare il grado in cui i core values all’interno dei values statement perseguono le quattro dimensioni che costituiscono l’orientamen to verso la SR.
3.2.2 Risultati
Dall’analisi è risultato che, mentre 18 aziende su 20 presentano almeno due dimensioni all’interno dei propri valori, soltanto 2 soddisfano tutte e cinque le dimensioni perseguendo una vera e propria politica di CSR.
Costco Grande Distribuzione Organizzata
USA
Disney Entertainment USA
Fedex Delivery USA
General Electric Elettronica USA Google Servizi Internet e Retailing USA Johnson&Johnson Pharmaceuticals USA Microsoft Computer Software USA
Nike Apparel USA
Nordstrom Grande Distribuzione Organizzata
USA
Procter&Gamble Saponi e Cosmetica USA Southwest Airlines Trasporto Aereo USA Starbucks Food Service USA Whole Foods Market Alimentare USA
Toyota Veicoli GIAPPONE
3.2.3 Discussione
Questa ricerca condotta all’interno di un campione che compren de 20 tra le aziende più ammirate al mondo, conferma il fatto che, nonostante le aziende comunichino con orgoglio di perseguire una politica di CSR, solo in una minima parte di esse viene portata avanti in maniera effettiva e coerente con la propria cultura ed i propri valori, dimostrando che tali pratiche vengono spesso meramente considerate come uno strumento per migliorare la propria immagine di fronte ai vari stakeholder ed al pubblico in generale. Quindi, affinché un’azienda possa aspirare a perseguire una concreta politica di CSR, è necessario che incorpori quest’ultima all’interno dei propri valori aziendali, in modo che i principi costituenti la responsabilità sociale possano guidare ed influenzare ogni decisione e pratica aziendale.
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