MBA 29218 Feb. 2009

Professor McElhaney

CSR in the News

CSR Strategy Analysis

A Twitterific Opportunity (in-class assignment)

Consumer Interest in Environmental Purchasing Not Eclipsed By Poor Economy Purchasing:

34 % of American consumers indicate they are more likely to buy environmentally responsible products today

44 % indicate their environmental shopping habits have not changed as a result of the economy

Interest: 35 % of Americans have higher interest in the environment

today than they did one year ago Expectations:

35 % of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn

Trust & Communication Critical Nearly two-thirds (63 percent) of Americans

say they trust companies to tell them the truth in their environmental messaging

Most consumers (85 percent) believe companies should communicate their environmental commitments year-round.

2009 Cone Consumer Environmental Survey

Responsibility is Still Good for Business Washington Post took random sample from 100 most

responsible companies & 100 least responsible companies from The Big Money SRI Stock Screener

Compared stock prices from Feb. 2008- Feb. 2009 Both fell by roughly 37% (more SR fell by 1.4

percentage points less) Worst economy in decades, companies who behaved

socially responsibly performed no worse than those who didn’t

When called least SR companies, less interested in talking about limitations of CSR, more interested in talking about what they did in CSR space (Eastman Chemicals, Exxon, Lockheed)

To be done individually

Find & research a company worst-fit, completely non-strategic CSR strategy

Analyze the poor fit

Redevelop the strategy into a best-fit strategy

Link to core objectives, competencies, key partner(s), communication/ branding, metric/ impact

Submit in form of paper or power point presentation

Due March 11th, 2009

{Prep for March 2nd}

What are Twitter’s business objectives?

What are Twitter’s core competencies?

What should be their CSR strategy?

Which social media service would you be most likely to pay for?

Facebook 32.2%Linkedin 29.7%Twitter 21.8%YouTube 13.4%MySpace 1.5%Digg 1.5%

Abrams Research

What social media service would you advise a business pay for?

Twitter 39.6%Linkedin 21.3%YouTube 18.8%Facebook 15.3%Digg 3.0%MySpace 2.0%

It’s the quickest way I’ve seen to spread information virally to a wide scope of people attached in a lot of random ways.

Team 1: Better Place/ Disney

Team 2: Dow/ eBay

Team 3: Levi 1 % 2

Team 4: Nokia/ PACT/ SA

Team5:WMT & Guests