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December 14, 2004

CSRとは

今年はCSR元年などとも言われる年だ。
Corporate Social Responsibility=企業の社会的責任と訳されているが、実際はかなりニュアンスが違う。
日本総合研究所創発戦略センター(http://www.csrjapan.jp/index.html)の研究員と知り合うことが出来た。一応、同業者と言うことにしておこう。
(相手は日本最大級のシンクタンク、こちらは日本最小の極小企業だが・・)

CSRの本質は?
一時代前にも「社会貢献活動」とか「メセナ」とか言う言葉も持て囃された。
その後、バブルがはじけて、それどころではない時代が到来。また、社会的~などと言われてきたのは、景気が良くなったから? ではなさそう。
CSRは、とかく環境対策やコンプライアンスの代名詞のように使われるが、それだけではなくもっと広い範囲を捉えた考え方のようだ。

どんな場合でも、我々がビジネス調査で必ず行うことは「調査目的の確認」だ。
この「調査目的」は何を目的に、どういう視点から事実を見るかを定めるもので、そもそもこれがはっきりしない調査など「調査ごっこ」でしかない。
立場と見る方向が変われば、事実の見え方も違う。真実とはそうした事実の集合体で、形があるものではない。

CSRとは、企業を取り巻く利害関係者(=ステークホルダー)との関係を全方位で考えましょうと言うもの。お客様・従業員・取引業者・取引銀行・株主・地域社会・国家など全方向的な観点で、経営を考える。
つまり我々のビジネス調査視点の裏返しであることが分かった。

実際に何に役立つか?
企業が企業であるために大切な基本3条件。
①当然儲けを出さないといけない。
②合法であること。
③人の倫理に反しないこと。
ここまでが、必須条件。
ここに至らない事項に関しては、対処すべきリスクとして取り組みを行わないといけない。

もう一つ大切なのが、ビジョンや理念。
長期的な信用力(企業ブランド)構築に向けて、各ステークホルダーとのコミュニケーション活動を行わないといけない。
これらすべての活動の基本原理がCSR・・。(かなり抽象的だ。よく分からん。)

こんなものがISO規格化する動きもあるらしいが、実際どうなるのか今ひとつピンと来ない。
CSRは考え方の問題で、各論は状況によって変わるので、事例を拾い読みして各企業の課題解決に活かしてゆけばよいのではないか。

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Comments

勉強になりました。
CSRという言葉自体は、電通や博報堂などの大きな
広告代理店の中にそういうプロジェクトを行うところが
あるらしく、その中の方のお話から聞いたことがあります。
最近よく、CSRやサステナビリティだとかいう企業と社会の関わりについての言葉を聞くんですが、なかなか具体的にどんなことというのはわかりずらいです。

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