In spite of a global crisis, global businesses are reaching record profits like Exxon. In fact, businesses are more powerful than ever and the biggest ones are even wealthier than some countries (Leonard, 2008; Johnson et al., 2006). The power of these corporate influence policies and could dominate some governments. In this situation, business malpractices could have dangerous consequences on many areas like environment and citizen's safety. Consequently, it is crucial that companies adopt ethic behaviors with social responsibilities. According to Heery, corporate social responsibility (CSR) is the belief that the management of large corporations should not be directed solely at the generation of profit but should also take into account the impact of corporate activity on employees, customers, suppliers, communities, and the physical environment (Heery, E. & Noon, M., 2001). However, ethics and CSR are subjective concepts that face to many theories and ideological positions. As example, the free market economist Milton Friedman disagree with the previous point of view by supporting that the social challenges of corporate management is to create shareholder values focusing on increasing profits first (Davis, 2005).
[...] Along with, the CEO has stated in the corporate citizenship 2008 that the company will focus more on organic growth than acquisitions with a special interest in emerging countries (Diageo, 2008) The company involves important communications to promote an image clean, friendly and ethically-oriented company with commitments to 'corporate social responsibility' (Corporate watch, 2005). Furthermore, several actions are undertaken to be a good corporate citizenship and Diageo would like to lead the industry in that respect. Showing strong values with a wide range of priorities, Diageo is focusing on good sustainable business. The company was rank 5 by Fortune in the world admired companies of beverages industry (Fortune, 2009). III CORPORATE SOCIAL REPORT ANALYSIS Diageo makes important effort to demonstrate and communicate its implication in ethics and social responsibility. [...]
[...] As it is recognized and viewed in the theoretical grounding's part, consumers will have better confidence in companies which promote social responsibility so the responsible business choice of Diageo will surely bring considerable benefits on the future. VI - REFERENCES BOOKS Crane, A. & Matten, D. (2004) Business Ethics, Oxford University Press. Crane, A. & Matten, D. (2007) Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization 2nd ed., OUP Oxford. Crane, A., McWilliams, A., Matten, D., Moon, J. [...]
[...] Accordingly, for Diageo, showing and applying good business behaviors is a sustainable vision which lead to long-term success and will benefit for stakeholders. In that respect, though their corporate citizenship report 2008, Diageo highlight the importance of stakeholder management and implication in its responsible vision. Promoting good values and setting sustainable priorities is the axe of this report. Key issues of this report, “Responsible drinking” which has suffered from large criticisms, is a crucial priorities of Diageo which conducts it through important communication actions, teaching and events and wide range of other responsible initiative. [...]
[...] This sixth report is developed into 40 pages where we have the presentation of the business with the profile, market and key figures before more detailed sections explaining the Diageo willingness to be a good corporate citizenship through the society, environment, economy, value chain and governance. Moreover, the report brings a great interest to the stakeholders which are crucial issues in a corporate responsibility ever growing. As the founder of the World Economic Forum said in 2008, “Global corporate citizenship must be a multi- stakeholder endeavor” (Quildan, 2008). [...]
[...] Davis, I., (2005) What is the business of business?, The McKinsey Quarterly [Internet] Available at: http://www.mckinseyquarterly.com/What_is_the_business_of_ business_1638 [Accessed 22 February 2009]. Diageo (2008) Corporate citizenship report 2008 [online] http://www.diageo.com/en- row/CorporateCitizenship/CorporateCitizenshipReports/2008/ [Accessed February 11, 2009]. Eidson, B. (2009) 'An analysis of Diageo's Corporate Citizenship', The Bourbon Review [Internet] available at: http://www.thebourbonreview.com/index.php?option=com_fireboard&Itemid=76&fun c=view&id=100&catid=14 [Accessed March 18, 2009]. Fortune (2009) World's Most Admired Companies, CNN money [Internet] Available at: http://money.cnn.com/magazines/fortune/mostadmired/2009/snapshots/6047.html [Accessed March 18, 2009]. Friedman, M. (1970) Social Responsibility of Business is to Increase its Profits', The New York Times Magazine [Internet] Available at: http://www.colorado.edu/studentgroups/libertarians/issues/friedman-soc-resp- business.html [Accessed February 22, 2009]. [...]
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