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Kenneth Dayton of the Dayton-Hudson Corporation case

Kenneth Dayton, former Chairman of the Dayton-Hudson Corporation, has said that "If business does not serve society, society will not long tolerate our profits or even our existence." This logic suggests that CSR benefits not only society but the business as well by securing its place within a society. What other reasons are there for a business to engage in socially responsible activities?

Pick a company with which you have done a substantial amount of business over the past year (personally or professionally). Find a CSR or CSR statement for the company. To what extent are the company's social initiatives described? Are meaningful elements of these initiatives provided? If not, what elements would you want to see to evaluate the effectiveness of the initiatives?

How would you go about developing a plan to implement a series of social initiatives for an organization? How would you prioritize elements of the plan? What steps would you need to take before implementing the plan to help ensure its successful execution?

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1. There are many reasons for a business to engage in socially responsible activities. It not only increases both the profitability and overall sustainability of the business, but it also increases the opportunities that businesses have because of their sustainability efforts. By becoming sustainable, a business can engage in initiatives that prove to be larger than what a group of individuals in the same community could accomplish. This quickly turns into a situation where the sustainable activity of the business is actually improving the lives of those in the community.
In addition, CSR activities build the company to an extent that they can gain a competitive advantage over companies that do not have CSR programs. Consumers want to buy from sustainable companies, they want to buy from companies that not only talk about what changes they would make to the community and to the world at large, but rather they want to patronize companies that are actually making that change. CSR efforts also improve internal conditions. CSR efforts increase corporate governance and a well structured CSR program can also reduce employee turnover rates. When employees are ...

Solution Summary

This solution discusses the following three scenarios:

Kenneth Dayton, former Chairman of the Dayton-Hudson Corporation, has said that "If business does not serve society, society will not long tolerate our profits or even our existence." This logic suggests that CSR benefits not only society but the business as well by securing its place within a society. What other reasons are there for a business to engage in socially responsible activities?

Pick a company with which you have done a substantial amount of business over the past year (personally or professionally). Find a CSR or CSR statement for the company. To what extent are the company's social initiatives described? Are meaningful elements of these initiatives provided? If not, what elements would you want to see to evaluate the effectiveness of the initiatives?

How would you go about developing a plan to implement a series of social initiatives for an organization? How would you prioritize elements of the plan? What steps would you need to take before implementing the plan to help ensure its successful execution?

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