Beyond branding: CSR as a tool for competitiveness and productivity

Submitted by Tatjana de Kerros

The current economic and social climate in the UAE has put competitiveness, sustainability and responsible business at the top of the agenda. Whilst corporate social responsibility (CSR) practices have been controversially associated with improving brand recognition and enhancing a company’s reputation, this has neglected CSR’s potential of improving efficiency, productivity and market orientation. Rather, having a CSR strategy embedded within a business model not only serves in gaining a competitive advantage by increasing reputational appeal; but responds to changing stakeholder demands in an evolving environment.

The Dubai Chamber and PepsiCo launched the first comprehensive study of CSR and corporate governance in the UAE, finding 42% of respondents believe CSR increases productivity. However, 66% of companies in Dubai cited that a lack of awareness and financial resources prevented them from taking part in CSR initiatives.

Furthermore, another study, “Consumers View of Corporate Social Responsibility in the UAE” conducted by the Dubai Chamber in 2009, revealed only 48% of small and medium enterprise (SME) leaders were aware of CSR; a clear contrast to customers, of whom 55% said they would be more likely to be loyal to a company that is socially responsible.

Generally, SMEs refrain from taking part in CSR initiatives due the belief it requires large financial endowments, creates time and knowledge constraints and adds pressure on an already strained workforce. Small business owners should be made aware that, in reality, CSR does not have to be an add-on coming at extra cost and wasting valuable resources.

Rather, if CSR is integrated within the overall business strategy, it can be incorporated as a cost-advantage, which emulates the core competences of the business. If an SME focuses on the value it already has (i.e., products, services or business processes), CSR can be successfully operationalised in organisational values and codes of conduct without having to implement a radical and costly transformation.

In truth, SMEs have a better ability to initiate and scale responsible business practices than large companies. Their size allows them to be more responsive and flexible to market changes – there is less bureaucracy and more fluid decision-making.

Changing perspectives

CSR induces a direct engagement with stakeholders, be they suppliers, customers, competitors or society at large. It provides an opportunity to manage stakeholder relations strategically and harmonise multiple interests and priorities. In a survey conducted by the Sustainability Advisory Group, 65% of regional executives believe CSR is about “minimising negative and maximising positive impacts” – and not about community investments. They also stated CSR was implemented to attract new customers, draw and retain best employees and foster innovation within the workplace.

The concept of CSR needs to shift from actions relating to corporate philanthropy and cause-related marketing to solutions that involve creating economic value in a way that promotes social value. The success of a venture can only be determined by optimising long-term financial performance, understanding consumer needs, as well broader influences that determine the business environment. Ignoring new market structure trends will create internal costs within the organisation that are much more costly than responsible business practices. CSR initiatives do not need to be fragmented and can be achieved through new operating methods, utilising available technology and devising new management approaches.

Creating assets

What are the economic benefits of embodying a CSR strategy at the core of the business model, and how can SMEs implement this without having to concede to trade-offs? How will it add value, open new market opportunities and drive growth?

First, CSR promotes innovation within the organisation. By seeking to add value, it requires a change in the manner in which the business is run. Fostering innovation can be achieved through strong leadership and management, investing in human capital, improving reporting and communication and engaging in strategic partnerships. The more an organisation develops innovation capacity, the more it will be able to add value to the market.

Second, investing in human capital produces difficult-to-trade assets, such as knowledge and trust, which can give a business its competitive advantage and foster an entrepreneurial culture. It also boosts organisational performance, as employees are provided with an opportunity to learn and align themselves with organisational goals.

But before targeting a variety of issues on the social agenda, it is easy to forget customers are at the heart of the business. They drive growth, sales, reputation and market-orientation. The first social responsibility of a business is to provide customer value through the provision of quality, safety and consistency. Being customer-oriented increases the ability of the organisation to respond swiftly to market changes and what influences customer needs. And, this in turn greatly reduces risk and volatility, does not require an overhaul of business strategy, and customer orientation becomes a key part of CSR initiatives.

Lastly, there is no point for businesses to act socially responsible if there exists no awareness towards CSR activities. Creating awareness is the duty of all stakeholders – the public and private sector, as well as consumers, media and non-profit agencies. Communication is key, and the difficulty to communicate with stakeholders has been one of the main deterrents to embedding CSR practices in the region. Businesses need to develop the internal skill sets to communicate their CSR activities through, for example, better reporting, auditing and transparency.

Consumer data in the UAE shows annual reports or other forms of company information are regarded as very credible sources relating to CSR activities and most will turn to online sources of information such as a company’s website. Most importantly communication is a reminder that the business exists within a community, and that responsible practices can have a multiplier effect, benefiting the business environment as a whole.

Through cooperation, partnerships and communication, organisations can use their CSR efforts to improve the business environment in which they operate, aligning economic and social goals to develop sustainable, long-term prospects. CSR has gone beyond branding; it is now a tool for increased productivity that cannot be separated from the competitive context.

Note: This article appeared on CSR Middle East.

This commentary is written by a valued member of the CSRwire contributing writers' community and expresses this author's views alone.