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第十一講:企業(yè)社會責任

第十一講:企業(yè)社會責任

《財富》(中文版) 2011-02-22
對于企業(yè)社會責任,如果你只是隨大流,那你就沒抓住要點。如果你像伊馮一樣,意識到某些事是錯的,因此設(shè)法做出改變,那將會是強大的推動力,因為這是你真的想要去做。

雙語訪談實錄:
Thomas D. Gorman: You know, we do an annual survey of attitudes among our audience -- which is Chinese business executives -- towards corporate social responsibility. We've been doing this now for about nine years. And what's fascinating to me is, just in the past few years, we have seen an enormous growth in the number of respondents -- with a fairly significant sample size -- who see a direct linkage between CSR being embedded in the management practice of a company and improved corporate results.
It's interesting, in and of itself, but particularly if you start to think about this major movement that's underway of Chinese companies going global, many of them through investing as reported in Fortune recently, for example, a lot of new Chinese manufacturing plants in this country, creating jobs for Americans. And making acquisitions in other parts of the world and so on and so forth. This becomes part of a core value that will be transported and translated as it moves out into global markets.
And I guess my questions is, how important is, is that (attitude towards CSR) an 'also ran', or do you think that could be a significant thing, a significant advantage, in some respect, for Chinese companies as they move out into global markets?

Jim Collins: A lot of it is unexplored territory for them. Two, very different points on this. The first is, and this is an empirical finding from "Built to Last". Not all great companies have a sense of social responsibility as part of their value set. But, some do and as we found, there's no trade off between, I mean, I look at a company like Patagonia, which is one of my favorite companies here in the United States.
高德思:我們每年對我們的受眾做民意調(diào)查,他們都是在中國的企業(yè)管理者,調(diào)查的內(nèi)容是企業(yè)社會責任。調(diào)查已經(jīng)做了9年了。有意思的是,最近幾年在大量受訪者中,越來越多的人認為企業(yè)社會責任根植于公司的管理實踐,與公司業(yè)績的改善直接相關(guān)。

這本身就很有意思,尤其是考慮到中國企業(yè)走出去的這個大背景,正如《財富》雜志的近期報道,許多中國企業(yè)通過投資走向世界,比如中國在美國新建了許多生產(chǎn)車間,為美國人創(chuàng)造了就業(yè)機會。他們還在世界各地進行大量收購。這一核心價值觀會隨著中國企業(yè)全球化的步伐而得到傳播和演繹。

我想問的是,對待企業(yè)社會責任的態(tài)度有多重要?你覺得這對于中國企業(yè)走向全球市場具有非常重要的意義嗎?














吉姆·柯林斯:這里面還有許多需要探討的未知領(lǐng)域。對此有兩種完全不同的觀點:首先是一個根據(jù)經(jīng)驗得出的觀點,在我的書《基業(yè)長青》(Built to Last)里已提到,并不是所有企業(yè)都可以把企業(yè)社會責任看作其價值觀的一部分。不過也有公司做到了,兩者之間并非彼此矛盾。比如巴塔哥尼亞公司(Patagonia),這是我最喜歡的美國公司之一。
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