Corporate Citizenship

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Corporate Citizenship (CC) or corporate citizenship refers to the civic engagement ( "citizenship") in and out of business , a medium and long-term business strategy pursue on the basis of good governance and actively on the actual business activities, as a "good citizen" for the local civil society or z. B. get involved in ecological or cultural issues. The English terminology indicates that it was originally a matter of adopting a management idea as part of a public affairs strategy from the USA.

Today in the German-speaking area an independent and expanded understanding of the social responsibility of companies is being discussed and practiced to some extent: in the sense of "social cooperation" ( Bernhard von Mutius ), which is entered into for the mutual benefit of all partners involved and which help to bring about social innovations to bring the way. The term “corporate citizenship” is not clearly used in scientific and political discourses or by companies themselves and is sometimes unclearly differentiated from related terms such as “ corporate responsibility ” or “ corporate social responsibility ”, the social responsibility of companies. The question behind these approaches is what role companies play in society.

The discussion about socially responsible corporate governance and social engagement is not new in Germany either. Social responsibility was anchored in the guidelines of the Hanse and Fugger as early as the Middle Ages . The social commitment of large companies was institutionalized primarily through workers' welfare in the late 19th century.

Corporate citizenship mix

The corporate citizenship mix describes ten instruments that companies of all sizes are already using in practice. Similar to the marketing mix , it is a kind of construction kit from which a company can choose suitable instruments as part of its corporate citizenship strategy and implement them. The size of the company and the associated scope of the resources used do not matter. Medium-sized companies can in principle use all ten instruments.

  • " Corporate giving " is the generic term for ethically motivated, selfless letting, donation or donation of money or material resources, as well as for the free lending or donation of company services, products and logistics.
  • "Social sponsoring" is the transfer of the common marketing measure sponsoring - as a mutual business - to the social sector, which opens up new communication channels for the company and new financing channels for the non-profit organization.
  • " Cause-related marketing " is a marketing tool in which the purchase of a product / service is advertised with the company giving part of the proceeds to a social cause or organization as a "donation".
  • "Corporate Foundations" refers to the establishment of foundations by companies - a type of commitment that is also used more and more by medium-sized companies.
  • "Non-profit employee engagement " ( Corporate Volunteering ) describes the social engagement of companies through the investment of the time, the know-how and knowledge of their employees and the support of the voluntary engagement of employees in and outside working hours.
  • "Procurement to social organizations" (Social Commissioning) refers to the targeted business partnership with non-profit organizations that z. B. employ disabled and socially disadvantaged people as (equally competent and competitive) service providers and suppliers with the intention of supporting the organizations by awarding contracts.
  • "Community Joint-Venture" ( Public Private Partnership ) refers to a joint venture between a non-profit organization and a company to which both partners contribute resources and know-how and which neither could carry out alone.
  • "Lobbying for social concerns" refers to the use of contacts and influence of the company for the goals of non-profit organizations or for concerns of special groups in the community.
  • "Social risk capital" ( venture philanthropy ) describes entrepreneurially active venture capitalists who invest both money and know-how in non-profit organizations for a limited time and for a specific project. "
  • Participation in society is another important element of corporate citizenship.

Situation in Germany

In 2012 around 64 percent of all companies in Germany were socially committed. The companies invested around 11 billion euros in corresponding CC measures (including 10.9 billion euros in money, material and infrastructure donations).

Share of socially committed companies in Germany depending on company size, 2012

The federal initiative “Company: Partner of Youth” (UPJ) is a nationwide network of companies, non-profit intermediary organizations and personalities from business and administration to promote corporate citizenship in Germany.

criticism

Critics complain that it is often a matter of selective missions with no lasting effect ("drops in the ocean") or diversionary maneuvers intended to relieve a bad image ("window dressing", " PR effects ", " greenwashing ") or that the chosen fields of activity are better left in state or church responsibility ("long-term", "reliability").

In addition, the term is not used uniformly. Some use the term in the context of donation ethics, others take the term literally and call on companies to act as "good (corporate) citizens" (e.g. Peter Ulrich ).

This also includes active participation in politics, the industry, etc. The approach of corporate citizenship in the German-speaking area was largely shaped by the Center for Corporate Citizenship, which was founded in 1999.

literature

  • Backhaus-Maul, Holger / Biedermann, Christiane / Nahrungsmittellich, Stefan / Polterauer, Judith (eds.): Corporate Citizenship in Germany. Corporate social commitment. Balance sheet and perspectives; Wiesbaden 2010². ISBN 978-3-531-17136-4
  • Backhaus-Maul, Holger; Biedermann, Christiane; Nourishing, Stefan; Polterauer, Judith (2008): Corporate Citizenship in Germany. Balance sheet and perspectives. VS-Verlag for social sciences, Wiesbaden. ISBN 3-531-15959-3
  • Beckmann, Markus (2007): Corporate Social Responsibility and Corporate Citizenship, An Empirical Review of the Current Discussion on Corporate Social Responsibility. Hall. ISBN 978-3-86010-912-0 [1]
  • Beschorner, Thomas: Corporate Social Responsibility, Corporate Citizenship, Corporate Governance. Scintillating terms and their meaning. In: Ecological Economy. 2005, pp. 40–42 , accessed March 8, 2011 .
  • Corporate Social Responsibility and Corporate Citizenship. Thomas Beschorner, Matthias Schmidt, 2008, accessed March 8, 2011 .
  • Andrew Crane, Dirk Matten : Business ethics - Managing corporate citizenship and sustainability in the age of globalization . 2nd Edition. Oxford University Press, New York 2007, ISBN 978-0-19-928499-3 .
  • Crane, Andrew; Matten, Dirk, Moon; Jeremy (2008): Corporations and citizenship: Business, responsibility and society. Cambridge University Press, New York et al. ISBN 978-0-521-61283-8 .
  • Daub, Claus-Heinrich (2005): Global economy - global responsibility: The integration of multinational companies in the process of sustainable development . Basel, ISBN 3-906129-23-3 .
  • Dresewski, Felix (2004): Corporate Citizenship. A guideline for the social commitment of medium-sized companies . UPJ, Berlin. ISBN 3-937765-00-X .
  • Habisch, André; Schmidpeter, René; Neureiter, Martin (2007): Corporate Citizenship Manual. CSR for managers. Heidelberg et al. ISBN 978-3-540-36357-6 .
  • Habisch, André (2003): Corporate Citizenship. Corporate social commitment . Springer, Berlin / Heidelberg / New York. ISBN 3-540-44335-5 .
  • Maaß, Frank (2009): Cooperative Approaches in Corporate Citizenship. Success factors for joint civic engagement by German medium-sized companies . Rainer Hampp, Munich / Mering. ISBN 978-3-86618-367-4 .
  • Schrader, Ulf (2003): Corporate Citizenship. The company as a good citizen? . Logos, Berlin. ISBN 3-8325-0463-X .
  • Ulrich, Peter (2002): Republican Liberalism and Corporate Citizenship. From the economist fiction of the common good to the republican-ethical self-commitment of economic actors. in: Münkler, H./Bluhm, H. (Hrsg.), Gemeinwohl und Gemeinschaftinn, Vol. IV: Between Normativität und factoticity, Berlin, pp. 273-291.
  • Josef Wieland , Walter Conradi (Ed.): Corporate Citizenship. Social commitment - corporate benefit . Metropolis, Marburg 2002. ISBN 3-89518-397-0 .

See also

Web links

Individual evidence

  1. ↑ F. Dubielzig, p Schaltegger: Corporate Citizenship. in: M. Althaus, M. Geffken, S. Rawe (Hrsg.): Handlexikon Public Affairs. Münster: Lit Verlag, 2005, p. 235 CSM Lüneburg ( Memento of the original from March 27, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. (120 kB) @1@ 2Template: Webachiv / IABot / www.leuphana.de
  2. ^ Felix Dresewski, Corporate Citizenship. A guideline for the social commitment of medium-sized companies. Berlin 2004, p. 21f.
  3. ↑ First engagement report of the Federal Government 2012 , accessed on November 28, 2013
  4. ↑ PricewaterhouseCoopers: Corporate Citizenship - What are large German companies doing? , accessed January 9, 2014
  5. ↑ "Company: Partners for Young People" (UPJ). In: csrgermany.de. Accessed February 16, 2020 .