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Samenvatting - Maatschappelijk Verantwoord Ondernemen

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  • Course
  • Maatschappelijk Verantwoord Ondernemen
  • Institution
  • KU Leuven Campus Brussel
  • Book
  • The Sustainable MBA

Samenvatting Maatschappelijk Verantwoord Ondernemen, keuzevak 3de bach Handelswetenschappen KU Leuven campus Brussel. Voornamelijk in het Nederlands, maar ook wel veel Engels in de samenvatting.

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  • No
  • H6-12, h14
  • May 20, 2020
  • 77
  • 2019/2020
  • Summary

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  • mvo
  • csr
  • maatschappelijk verantwoord ondernemen

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  • KU Leuven Campus Brussel
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Samenvatting – Maatschappelijk verantwoord ondernemen

Inhoud
0. Inleiding ................................................................................................................................................... 5
8. Entrepreneurship..................................................................................................................................... 6
8.1. Sustainability is important for SMEs ................................................................................................ 6
8.2. Social entrepreneur .......................................................................................................................... 6
8.2.1. Operational Models (Alter)........................................................................................................ 7
8.2.2. Explanations for the rise of social enterprises (Chavez & Monzon) .......................................... 9
8.3. New business models ..................................................................................................................... 10
8.3.1. Circular economy ..................................................................................................................... 10
8.3.2. Creating shared value .............................................................................................................. 11
8.3.3. Sharing economy ..................................................................................................................... 12
8.4. Making changes from within .......................................................................................................... 13
8.5. Generating ideas............................................................................................................................. 13
8.6. Funding ........................................................................................................................................... 13
8.7. Trends ............................................................................................................................................. 14
Wicked problems ....................................................................................................................................... 15
1. Opening cases .................................................................................................................................... 15
2. Soorten problemen ........................................................................................................................... 16
3. Wicked problems ............................................................................................................................... 16
4. Niveaus van leren .............................................................................................................................. 17
5. Score kaart ......................................................................................................................................... 18
6. Societal Triangulation ........................................................................................................................ 18
7. Is er een oplossing? ........................................................................................................................... 18
Case: What will it take to make sustainable palm oil the norm? .......................................................... 19
MAKING INROADS ............................................................................................................................. 19
GETTING TO THE ROOT OF IT ............................................................................................................ 19
SUPPLY AND DEMAND....................................................................................................................... 20
Questions ........................................................................................................................................... 21
Answers ............................................................................................................................................. 21
6. Accounting ............................................................................................................................................. 22
6.1. Why is it important? ....................................................................................................................... 22
6.2. Topics in Sustainability Reports ...................................................................................................... 23
6.3. Kinds of CSR-reports ....................................................................................................................... 23

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, Samenvatting – Maatschappelijk verantwoord ondernemen
6.4. The key concepts ............................................................................................................................ 24
6.5. Materiality ...................................................................................................................................... 24
6.6. Full or true cost accounting ............................................................................................................ 25
6.7. Key performance indicators ........................................................................................................... 26
6.8. Measuring social impact ................................................................................................................. 26
6.9. Case Danone accounting ................................................................................................................ 27
1. What is your overall impression of the report? ............................................................................ 27
2. What kind of a CSR-report do they have? ..................................................................................... 28
3. What is material to them? ............................................................................................................. 29
5. Full or true cost accounting ........................................................................................................... 29
6. What kind of information do they give on the KPI’s in relation with people, planet, prosperity? 30
7. Social impact? ................................................................................................................................ 30
10. Finance ................................................................................................................................................ 31
10.1. Sustainable investment ................................................................................................................ 31
10.2. Integrating ESG ............................................................................................................................. 32
10.3. Shareholder engagement ............................................................................................................. 32
10.3.1. Shareholders.......................................................................................................................... 32
10.3.2. Hoe?....................................................................................................................................... 32
10.3.3. Wie? ....................................................................................................................................... 33
10.4. Ratings and indexes ...................................................................................................................... 34
10.5. Long term value ............................................................................................................................ 34
10.6. Case Danone Finance - Feedback .......................................................................................... 35
11. Duurzame marketing ........................................................................................................................... 36
11.1. Introductie .................................................................................................................................... 36
11.2. Sleutelconcepten .......................................................................................................................... 37
11.2.1. Marketing mix........................................................................................................................ 37
11.2.2. Ecolabels ................................................................................................................................ 41
11.2.3. Social marketing .................................................................................................................... 43
11.2.4. Cause-related marketing ....................................................................................................... 43
11.2.5. Green-washing....................................................................................................................... 44
11.2.6. Responsible marketing .......................................................................................................... 45
12. Operations ........................................................................................................................................... 46
12.1. Introductie .................................................................................................................................... 46
12.1.1. Rana Plaza ramp 2013 ........................................................................................................... 46

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, Samenvatting – Maatschappelijk verantwoord ondernemen
12.1.2. Succesvolle bedrijven ............................................................................................................ 46
12.1.3. Supply chain........................................................................................................................... 47
12.2. Sleutelconcepten .......................................................................................................................... 48
12.2.1. Eco-design.............................................................................................................................. 48
12.2.2. Duurzame chemie.................................................................................................................. 48
12.2.3. Doing more with less ............................................................................................................. 48
12.2.4. Sustainable technology ......................................................................................................... 49
12.2.5. Leveranciers en contractanten .............................................................................................. 50
12.2.6. Transport ............................................................................................................................... 50
12.2.7. Waste management strategies ............................................................................................. 51
12.3. Trends ........................................................................................................................................... 52
12.3.1. Inspiration from nature: biomimicry ..................................................................................... 52
12.3.2. Products that do more: not just not doing harm, but do more good ................................... 52
12.3.3. Traceability ............................................................................................................................ 52
12.3.4. Exploring new materials ........................................................................................................ 52
12.3.5. Co-creation ............................................................................................................................ 52
14. Strategie .............................................................................................................................................. 53
14.1. Introductie .................................................................................................................................... 53
14.2. Sleutelconcepten .......................................................................................................................... 54
14.2.1. The wider business environment .......................................................................................... 54
14.2.2. Understanding where you stand ........................................................................................... 54
14.2.3. Planned versus emergent strategies ..................................................................................... 54
14.2.4. Understanding the risks......................................................................................................... 55
14.2.5. Sustainability strategies......................................................................................................... 55
14.2.6. Goals and targets ................................................................................................................... 56
14.2.7. Working with others .............................................................................................................. 56
14.2.8. Influencing change ................................................................................................................ 56
14.3. Trends ........................................................................................................................................... 56
14.4. Filantropie .................................................................................................................................... 57
14.4.1. (Corporate) philanthropy ...................................................................................................... 57
14.4.2. Critical reflections on corporate philanthropy ...................................................................... 59
7. Economics .............................................................................................................................................. 61
7.1. Introductie ...................................................................................................................................... 61
7.2. Sleutelconcepten ............................................................................................................................ 61

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, Samenvatting – Maatschappelijk verantwoord ondernemen
7.2.1. Duurzame consumptie ............................................................................................................ 61
7.2.2. The commons .......................................................................................................................... 62
7.2.3. Emerging markets .................................................................................................................... 63
7.3. Uitdagingen .................................................................................................................................... 64
7.4. Trends ............................................................................................................................................. 65
7.4.1. The bottom of the pyramid (BOP) ........................................................................................... 65
7.5. Case ................................................................................................................................................ 67
9. Ethics and Corporate Governance ......................................................................................................... 68
9.1. Introductie ...................................................................................................................................... 68
9.2. Value frameworks........................................................................................................................... 69
9.2.1. Schwartz’s Values Theory ........................................................................................................ 69
9.2.2. Maslow’s Theory of Motivation and Personality..................................................................... 71
9.2.3. World Values Survey................................................................................................................ 71
9.3. Sleutelconcepten ............................................................................................................................ 72
9.3.1. Business and human rights ...................................................................................................... 72
9.3.2. Labor and working conditions ................................................................................................. 72
9.3.3. Corporate governance ............................................................................................................. 73
9.3.4. Corruptie.................................................................................................................................. 73
9.3.5. Omkopen ................................................................................................................................. 73
9.3.6. The power of media ................................................................................................................ 73
9.3.7. Whistleblowing ........................................................................................................................ 73
9.4. Art as a way to change ................................................................................................................... 74
9.4.1. Kunst ........................................................................................................................................ 74
9.4.2. Art-based processes ................................................................................................................ 75
9.5. Reflections ...................................................................................................................................... 77




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, Samenvatting – Maatschappelijk verantwoord ondernemen

0. Inleiding
• Project: 8/20
• Examen: 12/20
• Examenduur = 1u30
• Examen: 1 case met een aantal open vragen
o Concepten en theoretische raamwerken toepassen op een nieuwe case




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, Samenvatting – Maatschappelijk verantwoord ondernemen

8. Entrepreneurship
8.1. Sustainability is important for SMEs
SMEs (small and medium sized)
• Providing products and services large companies rely on
• Largely responsible for innovation
• Leading the way in sustainability

VOORBEELDEN duurzame ondernemingen
• Tesla, bodyshop, Oxfam
• Triosdos- bank belegt in positieve dingen, transport
• La vie est belle- Vegetarische burgers
• Velofabrik – fietsproducent in Brussel

• Waarom is duurzaamheid belangrijk?
o Innovation
o Business partners, clients, society, … ask for it
o Building a stronger business (blijven bestaan)
o Influence: organisaties willen verandering en invloed


8.2. Social entrepreneur
• No interference of the government, i.e. self-sufficient
o Ze krijgen ook subsidies
• Market oriented
• Based on fulfilling social goals

Hybride onderneming




• Links = sociale onderneming
• Rechts = MVO
• Hoe meer naar inks, hoe meer business (profit) belangrijker
• Blauw: surplus herinvesteren in soc programma <-> Groen: winst naar aandeelhouders




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, Samenvatting – Maatschappelijk verantwoord ondernemen
8.2.1. Operational Models (Alter)




1. Co-operative model
= iedereen heeft een bijdrage en een stem
• Levert direct voordeel op voor de doelgroep
• Via de ledendiensten: marktinformatie, technische bijstand/uitbreidingsdiensten, collectieve
onderhandelingen, besparingen bij de aankoop van bulkgoederen, toegang tot producten en
diensten, toegang tot externe markten voor door de leden geproduceerde producten en diensten,
enz.

2. Entrepreneurial Support model
= ondersteunt de markt
• Bedrijfsondersteuning en financiële diensten aan de doelgroep
• Doelgroep verkoopt zijn producten en diensten op de markt
• Faciliteren van de financiële zekerheid van haar klanten door hun ondernemerschap te
ondersteunen
• VB: Jobyourself: richten op werkloze die zaak willen starten, maar niet alle capaciteiten hebben om
te starten (businessplan vereist) + ze behouden werkloosheiduitkering (overheid steunt)




3. Market Intermediary model
= richt op target populatie, niet op de markt maar wel de organisatie
• Biedt producten aan doelgroep om hen te helpen een markt te bereiken
o Gaat waarde toevoegen aan product en op de markt brengen
• VB: Fairtrade (boeren zelf verkopen niet bij ons)

4. Employment model
= Sociale organisatie richt zich op doelgroep (vb. werkloze) richten en deze dan naar de markt te
brengen door job aan te bieden
• Biedt de doelgroepen werkgelegenheidskansen en opleiding op het gebied van de werkgelegenheid
o Ook mensen met hoge barrières zoals mensen met een handicap, daklozen, oud-
gevangenen…
• VB: Cyclo: Via DyNAMO biedt CyCLO Brusselaars in de marge van de arbeidsmarkt een werkervaring
aan die hen de kans geeft hun competenties verder te ontwikkelen.




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, Samenvatting – Maatschappelijk verantwoord ondernemen
5. Fee for service model
= Vragen wel een fee en geeft een service voor een mindere prijs
• Commercialiseert haar sociale diensten en verkoopt deze
vervolgens rechtstreeks aan de doelgroepen.
• VB: KUL ze richten op een target population en leveren een service (fee = schoolgeld)

6. Service Subsidization model
= de service wordt gesubsidieerd door de markt
• Verkoopt producten of diensten aan een externe markt en
gebruikt de inkomsten die zij genereert om haar sociale
programma's te financieren.
• VB: Aravind: biedt oogoperatie in Afrika

7. Organizational Support model
• Het organisatorische ondersteuningsmodel van sociaal ondernemen verkoopt producten en
diensten aan een externe markt, bedrijven of het grote publiek. In sommige gevallen is de
doelgroep of "klant" de klant.
• VB: Streetwise, richt zich op de markt en met die inkomst ondersteunen ze de social service
organization die straatkinderen ondersteunen




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, Samenvatting – Maatschappelijk verantwoord ondernemen
8.2.2. Explanations for the rise of social enterprises (Chavez & Monzon)
1. Vacuum hypothesis
o = er is een leegte; de overheid en de profit bedrijven zijn niet geïnteresseerd
o VB: Forocean
2. Influence hypothesis
o = voor zaken waar mensen geen invloed meer kunnen uitoefenen
o VB: Eten
3. Trend of massive immigration and globalization (overal zelfde producten)
o = terug meer lokaal produceren

Uitdagingen
• Enlarging the visibility
o Niet zichtbaar (klein)
• Finding ways to cope with the profitsector who is copying characteristics of the social economy
o Als het goed gaat wordt er winst gemaakt en dan springen profit bedrijven in en doen
hetzelfde geodkoper waardoor sociale onderneming verdwijnt
• Attracting other investors
• Defining other ways of co-operation
o i.p.v. van elkaar bestrijden, samenwerken (grote bedrijven en sociale organisaties)




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, Samenvatting – Maatschappelijk verantwoord ondernemen
8.3. New business models
VOORBEELDEN
• Cemex: machine om cementte bakstenen te maken ; armen mogen gratis gebruiken, maar om de
3 stenen aan cemex geven
• Guayaki: thee plant, geeft de mogelijkheid om regenwoud weer aan te planten
• Grameen&Danone: yoghurt gewond voor kinderen samen met grameen

New business models:
1. Circular economy
2. Creating shared value
3. Sharing economy


8.3.1. Circular economy
• = Based on nature: concept of waste (in nature) does not exist; everything is an input to another
process (reverse logistics)
• 3 R’s principles:
o Reduce
▪ VB: verpakking
o Reuse
▪ VB: Vintage
o Recycle
▪ VB: pet
• 3 additional principles:
o Appropriate design
▪ Zodat je het kan hergebruiken
o Reclassification of materials: technical and nutrients
o Renewability
• Conclusion
o Closed loop circle
o Generation of positive effects
o Problems as opportunity
o Cradle to cradle design (niet van cradle to grave)




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