适应不断变化的需求-挪威海德鲁公司企业社会责任事例-Ippt课件

1、Adapting to changing demands The case of CSR in Norsk Hydro顺应不断变化着的需求-挪威海德鲁公司企业社会责任事例AFCIC NHO seminar, , China, Oct. 12.-13, 20042004年10月12-13日中国北京中华全国工商联与挪威工商总会结合举行的研讨会Carsten Tank-Nielsen 卡斯登唐克-尼尔森Director 经理Hydro Or the story about the five circles关于五个圈的故事First : Some words about Hydro and about

2、 China and Hydro首先，简短引见一下海德鲁公司以及中国与海德鲁 Hydro was established in 1905, in Norway, the same year as Norway became an independent, free country海德鲁于1905年创建于挪威。同一年，挪威成为一个独立自主的国家。The basis for Hydros foundation was en epoch-making innovation that enabled nitrogen to be harnessed from the air around us, al

3、lowing the production of nitrogen- based fertilizer on an industrial scale海德鲁的建立基於从空气中提取氮的这项划时代的发明。这就为对氮化肥进展工业化消费提供了能够。continued.(续)Through the first decades Hydro stayed a fertilizer company with the Scandinavian countries as the main markets最初的几十年中只消费化肥，以斯堪地那维亚各国为主要市场In the 1950ies and onwards, Hy

4、dro expanded into light metals (Aluminium and Magnesium) and Oil &Gas and gradually grew to become a global company and a Fortune 500 company20世纪50年代以来，海德鲁扩展业务范围，运营轻金属(铝和镁) 以及石油与天然气，逐渐成为一个全球性集团公司，是财富杂志所评选的世界500强企业之一。In March 2004 Hydro sold its worldwide fertilizer business. Hydro is now a Fortune 5

5、00 energy and light metals company with 36000 employees operating in more than 40 countries. Total sales in 2003 were 175 billion RMB and net income 11 billion RMB 2004年3月，海德鲁出卖了遍及全球的化肥业务。目前是 从事能源和轻金属 的一家世界500强企业，员工36000名，业务分布在40多个国家。2003年的总销售额达1750亿人民币，创净利润110亿人民币。 continued. (续)From 1905 to 1945 H

6、ydro was a 100% privately owned shareholding company从1905年到1945年，海德鲁是100%私有的股份公司In 1945 the Norwegian State became an owner of 45% of the shares, and later a majority owner with 51% of the shares1945年，挪威国家成为拥有45%股份的股东，后来股份添加到51%，国家因此成为大股东。During the last years the Norwegian States ownership has been

7、 reduced to 43.8 % 近年来挪威国家所占股份股份降到了43.8%。Our European and global networkSales (downstream)Production and SalesChina and Hydro : The first decades中国与海德鲁：最初的几十年1913 : One fertilizer cargo delivered to China1913年：运送一船化肥去中国1950ies : Fertilizer deliveries start on a regular basis20世纪50年代：化肥定时运往中国1972 : F

8、ertilizer Trading Company established in Hong Kong1972年：化肥贸易公司在香港建立China and Hydro : Some highlights years 1980-2000中国与海德鲁：1980年到2000年之间发生的一些大事1982 : First cooperation agreement signed ( fertilizers) 签署第一份协作协议(化肥)1986 : First joint venture ( in Chiwan, fertilizer terminal) 第一家合资企业(在赤湾，化肥装卸运输站) 1994

9、: Second joint venture (in Taicang, petrochemicals ) 第二家合资企业(在太仓，石油化工)1994 : Representative office in 在北京设立办事处China and Hydro continued : year 2000 中国与海德鲁 (续) ：2000年-Hydro Magnesium Xian Co., Ltd.西安海德鲁镁业 Started 2001, 100% Hydro 建于2001年，100%独资 Magnesium alloys, 10,000 t 镁合金产品，10000吨 Magnesium anodes

10、, 400 t 镁阳极，400吨 80 staff 80名员工Hydro Aluminium Wuxi Co., Ltd.无锡海德鲁铝业 JV established 2000 2000年建立的合资企业 70% Hydro, 30% local private 海德鲁70%，当地私人投资30%Automotive tubes: 2,000 t 车用铝管：2000吨 Other extrusions: 3,000 t 其他铝型材：3000吨 400 staff 400名员工Hydro Aluminium Suzhou (under construction)苏州海德鲁铝业(建立中)员工The s

11、tory about the five circles五个圈的故事The story about the five circles is the story about how the market over time has put additional demands on Hydros products and production. It all started 100 years ago with one circle, today is it five circles, sooner or later it will be six and then seven and.五个圈的故事

12、讲述的是市场是怎样逐渐地向海德鲁的产品和消费提出了额外的要求。100年前只需一个圈，今天曾经有五个圈了，而早晚会变成六个，七个甚至更多个圈.All companies, as they develop and become more international, will probably experience the same circles一切的公司在开展扩展和国际化的进程中能够都会阅历同样这些圈。Circle 1 : The first decades 第一个圈：最初的几十年The demands were directed mainly at our products各种要求主要针对我

13、们的产品Product price产品价钱ProductQuality产质量量Productdelivery time交货时间When OK这一切过关的话The market“市场“Later the market added newdemands on us and changed attitude 后来，市场改动了态度，对我们提出了更多的要求Towards a wider market concept 针对一个更广的市场概念The main part of a companys market is not only the customer but consists of differen

14、t interest groups; each can have a profound impact on a companys future :公司所面对的市场的主体不仅只是客户，而是覆盖了各个不同的利益群体。每个都会对企业的未来产生艰苦的影响：Customers客户Owners业主Employees雇员Local communities 当地社会Governments政府The public公众WTO世贸组织and often many more 往往还有更多方面Circle 2 : The following decades 第二个圈：接下来的几十年The demands were al

15、so directed at the conditions for the workers 要求开场转向针对工人的劳动条件WorkersHealth工人的安康WorkersRights工人的权益WorkersSafety工人的平安The market “市场When OK这些过关的话这些What Hydro did to satisfy circle 2海德鲁为满足第二圈的要求做了些什么Developed new standards and safety procedures建立新的规范和平安程序Modified work routines, production processes and

16、equipment改良任务惯例，消费程序和设备Close cooperation between labour unions and management,and workers got two representatives on Hydros Board of Directors工会与管理层的严密合资，工人在海德鲁公司董事会里有两位代表Developed training programmes for employees为员工设立培训工程Invested in new equipment投资新设备Gave incentives for good performance and penalt

17、ies for bad奖励优秀成果，处分不良行为Circle 2 : Working conditions in one of Hydros smelters in Norway now第二个圈：海德鲁在挪威的一个冶炼厂目前的任务环境(A picture will follow soon here Kina 2)Hydros experiences when satisfying circle 2海德鲁在满足第二圈要求方面的阅历Benefits tended to exceed costs because :获益总是大於支出，由于：Lost time accidents down 80 % (

18、 fewer injuries)呵斥损失任务时间的事故下降了80% (工伤减少)Absenteeism dropped more than 33 % ( less illness )缺勤率下降了33%多 (病假人数减少)More motivated workers leading to increased productivity改善激发工人的干劲改善了消费效率Production volume up 10 % without major investments在没有进展大量投资的情况下消费量提高了10%Circle 3 : From the decade 1970 and onwards第三

19、个圈：从20世纪70年代起The demands were also directed at the external environment要求还开场转向针对外部环境Emissions to air对大气释放 SoilPollution土壤污染Discharge to water废水排放The market“市场When OK这些过关的话Circle 3: How it was outside one of our plants in Norway :The Porsgrunn industrial complex in the 60ies第三个圈：我们在挪威的一个工厂的外观：60年代的颇什

20、格伦工业消费基地11825_1 - 07.00 * 1 - Hydro Media and how it is now :The Porsgrunn industrial complex in the 90ies 如今的外观：90年代的颇什格伦工业消费基地11825_1 - 07.00 * 1 - Hydro MediaWhat Hydro did to satisfy circle 3为满足第三圈的要求海德鲁做了些什么Established new and strict emission goals就释放量制定了新的更严厉的目的Established an internal organisa

21、tion to implement the goals建立一个内部机构来实现这些目的Trained key operational personell培训主要操作人员Invested in new equipment to reduce emissions投资新设备来减少释放Developed new and cleaner production processes设置新的更清洁的消费程序程序Hydros experiences when satisfying circle 3海德鲁在满足第三圈的要求方面的阅历More skilled and efficient operation of fa

22、ctories改善操作技艺，提高工厂的消费效益Reduced loss of raw material减少原资料耗费Less waste减少废物产生Less illness among workers and their families员工及家庭得病率降低Lower production costs关系消费本钱下降Better relations to local communities改善与地方社会的关系Circle 4 : From the decade 1990 and onwards第四个圈：20世纪90年代以来The demands were also directed at th

23、e social dimension要求还转向了社会方面的影响 Respectfor local culture对当地文化的尊重 Respect for human rights尊重人权SustainableConduct利於继续开展的行为When OK这些方面过关的话The market“市场Circle 4 : The most challenging one ?第四个圈：最具挑战性的一个圈？Hydro has over the last years experienced the significance of the social dimension,and established a

24、n internal organisation to manage this dimension海德鲁近年来感遭到社会影响的重要性，因此组成了一个内部机构来管理这方面的任务The public, local governments and customers around the world raise social questions to us which we have to manage, like :世界各地的公众，地方政府和客户都向我们提出了社会方面的问题，如：- Will the local community get a fair share of the value crea

25、ted? 地方社会能否会得到增值中合理的一份报答？- How are local traditions and culture affected? 当地的传统和文化遭到了什么样的影响？- Does the project respect human rights and is it consistent with a sustainable development ? 有关工程能否尊重人权，能否符合可继续开展的意图？这些问题我们都必需把握好。？Managing circle 4 has got a name :把握第四个圈有了一个专门的称号：Circle 4 = Corporate Socia

26、l Responsibilty (CSR)第四个圈=企业的社会责任 (CSR)However, because circle 2 and circle 3 also contain elements of social responsibility some prefer a wider definition of CSR :但由于第二个和第三个圈也涵盖了一些社会责任的要素，因此有人更倾向于以下关于企业社会责任的定义：Circle 2 + circle 3 + circle 4 = CSR第二个圈+第三个圈+第四个圈=企业社会责任 as reflected on the next page 正

27、如下一页所反映的那样Practising CSR in China 在中国开展企业社会责任方面的任务Hydro Magnesium Xian Co Ltd 西安海德鲁镁业When starting building the factory 70 tombs from Han dynasty were discovered at the site. Hydro paid for excavations of the tombs and stopped building the factory until excavations were done and relics removed.建造厂房过

28、程中，在施工现场发现了70座汉朝时代的古墓。海德鲁支付了发掘古墓的费用，直到发掘终了，文物被清理转移之后才继续施工。All workers receive training in health, environmental and safety issues 一切工人均得到了职业卫生与平安以及环境事务方面的培训Factory designed according to Hydros standards to minimise emissions and maximize safety工厂是按照海德鲁尽量减少释放和尽量保证平安的规范来设计的。The fifth circle : From year 2000 and onwards第五个圈：2000年以来Trigg