企业社会责任全新的一面.doc

本科毕业论文（设计）外 文 翻 译原文：A new side to CSRA political transformation is taking place in Latin America. Ideological jousting and changing doctrines have capitalized on unresolved social problems, including gender discrimination, child labor and unfair labor practices, and environmental damage, as well as improper corporate governance. In Venezuela, Argentina, Ecuador, Nicaragua. Bolivia, Brazil and elsewhere, meeting these challenges has become the core of government plans. That is changing the relationship between the state and the private sector, often resulting in increased auditing, regulation and intervention. For these reasons, and especially in light of the global recession, its not surprising that KPMGs November 2009 Out of Adversity report notes that 61 percent of organizations in Latin America say they are making substantial changes to their short-term business strategies, and 59 percent are radically rethinking their long term plans.In order for a country to evolve politically, social struggles must be treated not from an ideological standpoint, but rather through a perspective in which revision of the social management of public and private corporations is a priority. There is a kind of social warming taking place in Latin America that is affecting the sustainability and reputation of many companies. By social warming I mean peoples attitudes toward the many issues listed above: There is a new awareness among Latin Americans who are determined to act in defense of their rights.These changes in attitudes are taking place at an accelerated pace as well, due to the increased speed at which news and information are communicated, in part through social media. In fact, consumer demands are changing much faster than most companies can react, creating a deep breach between a companys interest and societys expectations. This breach is even greater among multinational companies, because most try to respond to a specific group with global programs of social responsibility that are not adapted to a particular location. All of these factors accentuate a lack of confidence in private enterprises. According to Latinobarmetro 2009 (an annual public opinion survey of 19,000 people in 18 countries),only 42 percent of people have some or a lot of confidence in private enterprises, ranking them eighth among 15 institutions, demanding that corporate leaders revise their models of management and create a shared perspective toward corporate social responsibility.The United Nations Global Compact and the Global Reporting Initiative have generated a framework for companies that are committed to aligning their operations and strategies with important indicators and universally accepted principles for sustainable and responsible businesses, including workplace standards, environmental responsibility and anti-corruption measures. Those that fail to meet these standards, or to communicate their progress toward meeting them, are taken off the Global Compacts list of participants; in fact, 859 companies worldwide were removed from the initiative in February because they failed to report on their progress.For example, fair trade initiatives have become more than just a brand to promote more equitable trading conditions. Rather, fair trade is a way to connect concerned consumers and attentive producers in order to combat poverty and guarantee sustainable livelihoods. Though fair trade products are more expensive, many consumers see additional value in supporting labor rights of banana producers in Peru, protecting the environment for beekeepers in Chile and empowering coffee co-operatives in Costa Rica, among other issues. Consumers used to be interested in a product; now they are also concerned about the way it gets to the shelf.New demands on CSRCorporate social responsibility,as a social campaign, was initiated in the 1980s in the west, and has become prevalent worldwide with the process of globalization. Corporate Social Responsibility is one of the most widely discussed topics in management circles, forcing businesses to take account of their economic, environmental and social impacts in the way they operate.The so-called corporate social responsibility, refers to the fact that under the market oriented economy, Corporate Social Responsibility should not only include pursuant of interests for stockholders, hey should also take into account the relevant interests of stakeholders, i.e. the interests of the various parties who influence or are influenced by the behaviors of a company. Of the two, the interests of the employees constitute the most direct and main content of Corporate Social Responsibility. Therefore, the basic operational method to achieve Corporate Social Responsibility is the so-called the campaign of corporate production rules, which is also known as the campaign of corporate operation norms or the campaign of factory regulations.Corporate Social Responsibility, especially the factory rules as the basic operation mode of present Corporate Social Responsibility movement, so far as its nature is concerned, is the legal responsibility of an enterprise or an obligation of an enterprise in the labor relationship. The significance of proposing the obligation of an enterprise in the legal labor relations as its Corporate Social Responsibility lies in the fact that this legal norm is better combined with social norms to promote the implementation of this legal norm. As a legal norm, the basic requirement to the social responsibility a company takes is to substantiate the obligations undertaken in the legal labor relations. This obligation an employer undertakes is conditioned upon his enjoyment of his rights at the same time. These rights include recruitment right in individual labor relationship, right of labor instruction, right of work dispatch, right of reward and punishment and right of plant closure in the legal collective labor relations. These rights are regarded as the users rights in contrast to the rights of the laborers. But at the same time, employers must undertake relevant obligations. This means employers must carry out and implement relevant labor standards to enforce the protection on laborers during the laboring process. Specifically, employers obligation in an individual legal labor relation should be first of all to make payment, which is also the obligation of an employer in the law of property; secondly it is the obligation of labor protection. Secondly, it is the obligation of labor protection. This obligation is one as prescribed in the law of personality, mainly including the moral rights of protecting laborers life and health during production process and their personal dignity during production management. In collective legal labor relations, the obligation of an employer is mainly not to hinder the workers to exercise their right of unity. During the process that the workers establish their trade unions, hold collective bargaining and take collective actions, employers should not antagonize by means of resorting to improper labor act. Generally speaking, in individual legal labor relations, the obligation of an employer is mainly an obligation of action, i.e. to take appropriate act to ensure the fulfillment of individual workers right of labor. In the collective legal labor relations, the obligation of an employer is shown to be one of non-action. The employer should not take actions to hinder or harm the exercise and fulfillment of laborers collective rights and interests. Latin American consumers are demanding an evolution from corporate social responsibility to socially responsible corporations, asking business leaders to understand CSR not as a way of compensating for a companys impact but to create truly responsible business processes. A company can become a socially responsible corporation by syncing its business goals with the expectations of society. To do so, strategic communication must be used as an important instrument for institutional strengthening, guaranteeing the coherence and consistency between what we say as a company and what we do, inside and out. This way, corporations can build perceptions that not only inject more certainty into business plans, but also facilitate the accomplishment of the organizations goals.For those who are unaware of the dramatic cultural and political change that Latin American society is undergoing, its important to understand that a companys performance today must go beyond economic factors to include new social and environmental dimensions. Today, more important than producing a change of culture is creating a culture for change. Only a leader with creative energy and thinking is capable of finding new approximations that guarantee business sustainability and a new state of awareness that promotes the challenge of a social model between company-society-government, taking into consideration all interests at stake.Over the years, numerous publications from qualified business schools have invited leaders to adapt themselves to new realities and to the current competitive market, in order to take advantage of new opportunities, it is true that all companies wishing to survive competition must be fully competent and flexible in order to adapt; however, companies that are successful in a sustainable way will only be those that move further and accept the challenge to model the environment in which they operate. Strategic and responsible communication is the most important tool for providing the necessary institutional strengthening for all companies to build long-term relationships based on trust.Building trustOne example of building this kind of trust comes from CEMEX, a worldwide producer of cement, ready-mix and aggregates that has based its CSR strategy on creating sustainable value in the more than 50 countries in which it operates. Aiming to be the company of choice for each of its key stakeholders, CEMEX bases its strategy on three main objectives:1. Increasing competitivenessimproving operational excellence and efficiency, and following high ethical standards to achieve long-term sustainable growth2. Reducing negative impactproviding a safe, healthy workplace, as well as minimizing the companys environmental footprint3. Reaching out to key stakeholderscreating long-term relationships with these groups to promote a sustainable construction industryA model for responsible actionCompanies seeking to become more socially responsible can consider using a responsible action modela management tool that constructs corporate reputation, permits institutional strengthening, and builds trust with all internal and external audiences. The model integrates three spheres of actionmessages, strategy and skillsas well as a fourth sphere representing governance. Each sphere can act independently, but must always take into consideration that the corporate environment and culture condition the companys activities and the achievement of its business goals.Messages allow a company to position itself within a network of relations based on trust toward the company, its products and services, and especially its people.Strategy refers to a synchronized vision of actions that enables the accomplishment of business objectives. The development of this integral and strategic perspective requires the leader of the company to harmonize the various interests of internal stakeholders with those of external audiences, and should include concrete and simple messages that express a companys culture, intentions, values and long-term vision.Skills include verbal and nonverbal skills. Companies should be fully aware of the importance of communication and help their leaders connect their verbal skills with their nonverbal ones. In Latin America, a great deal of public perceptions come from nonverbal communication. Therefore, it is important to train not only executives and official spokespeople in nonverbal communication, but also the informal spokespeople, such as employees, who quickly become the voice of the organization and can have an influence on a companys reputation.Governance describes the corporate structure and management processes that apply to both day-to-day operations and a companys CSR efforts. Its critical to align, level and direct each part of the company toward its efforts to guarantee the companys social license to operate.I.P.N.Corporate sustainability is the bridge that permits us to pass from the traditional concept of corporate social responsibility to the new awareness in leaders who want to build socially responsible corporations. That transition will depend more and more on those who learn to communicate (through their actions) their capacity to positively influence others. Therefore, the challenge is not to adapt ourselves to the environment, but to accept the challenge of modeling it, inviting others to compete to improve their work.Source: Italo Pizzolante Negrn,2010.“A new side to CSR:Latin American consumers are demanding an evolutionfrom corporate social responsibility to socially responsible corporations”. Communication World, May-June,pp.35-37.译文：企业社会责任全新的一面政治变革发生在拉丁美洲。思想的角逐和变化的学说已经利用在了未解决的社会问题上，包括性别歧视、童工、不公平的劳动行为、环境损失和不适当的公司治理结构。在委内瑞拉、阿根廷、厄瓜多尔、尼加拉瓜、玻利维亚、巴西和其他地方，迎接这些挑战已成为政府计划的核心。改变国家与私有部门之间的关系，通常会增加审计、法规和干预。基于这些原因，特别是针对这次全球经济衰退，也就不奇怪了。毕马威会计师事务所2009年11月在“走出逆境”的报告中指出，拉丁美洲61%的组织说他们正在大幅修改其短期业务策略，59%的组织说他们从根本上重新考虑其长期的计划。为了使一个国家对待政治、社会斗争不至于从意识形态的角度来看，而是把公共和私人公司的社会管理调整作为当务之急。有一种“社会变暖”现象发生在拉丁美洲正在影响着发展的可持续性和广大商家的信誉。所谓“社会变暖”,我的意思是对上面列出的许多问题人们的态度：在拉丁美洲有一种新的认知，他们决心采取行动，捍卫自己的权利。这些态度正在发生变化，由于部分社会媒体加速增长，新闻和信息的传达更加有效。事实上，消费者的需求改变的速度远比大多数公司创建一个深度违反公司的利益和社会的期望反应的速度快。该违约行为更多的发生在跨国公司，因为大多数跨国公司都设法回应特定的社会责任与全球项目不适应特殊位置的方案。所有这些因素民营企业更加缺乏信心。根据2009年民意调查（对18个国家1万9千人进行年度民意调查），只有42%的人对民营企业有一些或充分的信心，他们当中排名第八的15个机构，要求企业领导者修改管理的模式，建立一个对企业社会责任的共同观点。联合国全球契约和全球报告倡议已产生了该公司致力于调整他们的行动和策略的具有重要指标、公认原则和负责任的可持续发展的商业公司的框架，包括工作环境标准、环境责任和反腐倡廉的措施。那些不符合这些标准，或者他们应传达他们的会议进展情况但事实上没有报告其进展情况的采取了全球契约的参加者名单，在全世界有859家公司在二月份被从倡议中删除。例如，公平贸易措施已经不仅仅是一个品牌，更成为促进公平的贸易条件。当然，公平贸易是一种关注消费者和生产者以消除贫困和保证可持续发展的方法。虽然公平贸易产品较为昂贵，许多消费者仍看到了支持秘鲁香蕉生产的劳动权利、保护环境的智利养蜂人和赋权咖啡合作社的哥斯达黎加，以及其他一些额外的附加价值。曾经消费者对产品很感兴趣，现在他们还关心货架上产品的获取方式。企业社会责任的新要求“企业社会责任”作为一种社会运动，始于20世纪80年代在西方，已成为全球普遍和全球化的进程。企业社会责任被广泛地讨论，它迫使企业在管理圈及他们的运作方式中考虑到他们的经济效益、环境效益和社会影响。所谓的“企业社会责任”，指的是在市场导向经济中，企业社会责任不仅要包括股东的利益，他们也应该考虑相关利益相关者的利益，比如，在各种利益的一方影响或被公司的行为影响。在这两者中，员工的利益构成了最直接的企业社会责任的主要内容。因此，基本操作方式来实现企业社会责任就是所谓的“这项活动的企业生产规则”,也被称为“运动的企业经营规范”或“运动的工厂规章制度”。企业社会责任,尤其是工厂规章制度作为目前企业社会责任运动的基本运作模式，就其本质而言，是一个企业的法律责任、企业在劳动关系中的义务。该提议的意义在于企业社会责任作为其合法劳动关系的企业责任是法律规范与社会规范的结合，它更好的促进了社会规范来实施这一法律规范。作为一个法律规范,社会责任公司的基本要求是公司要在义务劳动关系中承担(充实)法律责任。用人单位在承担这项义务的条件是在同一时间内享受他的权利。这些权利包括招聘正确的劳动关系，个人的权利，对工作的劳动教学的权利调度、奖惩权和在合法的集体劳动关系中关闭工厂。这些权利被视为相对于劳动者权利的用户的权利。但与此同时，雇主必须承担相应的义务。这意味着雇主必须在劳动过程中贯彻、执行国家有关劳动标准实施保护劳动者。具体地说,雇主责任在个体法律劳动关系中应该首先履行付款义务,这也是用人单位在律法上的财产；其次是劳动保护的义务。这是一项在法律人格上的义务，主要包括道德上的在生产过程中保护劳动者的生命和健康，在生产管理中保护他们的个人尊严。在集体法律劳动关系中,用人单位不得妨碍工人们行使