43 Do small businesses have the same responsibilities referring to csr as multinationals?

The term "corporate social responsibility" came into common use in the late 1960s and early 1970s after many multinational corporations formed the term stakeholder, meaning those on whom an organization's activities have an impact. Nowadays not only multinationals companies are interested in CSR, most of all entrepreneurs want not only to do well, they also want to do good. Do you guess why? First of all, being socially responsible helps you attract and retain employees. Having a strong corporate culture committed to good corporate citizenship enables employees to feel that they are the part of something important. Company programmes allowing employees to use job time to be involved in community causes are viewed as a valuable benefit. Secondly, being socially responsible helps you to attract and retain customers. People like to do business with companies they respect. Some customers will be attracted to companies that consistently deal with honesty and fairly. Thirdly, being socially responsible helps you reduce employee misbehavior. Businesses that avt with integrity and honesty toward their employees, customers and suppliers are more likely to have their employees also act with integrity and honesty toward the company/

44 What does ‘ to be a good corporate citizen’ mean?

From «Our Credo Johnson&Johnson»: To be a good corporate citizen means supporting good works and charities and bear our fair share of taxes. We must encourage civic improvements and better health and education. We must maintain in good order the property we are privileged to use, protecting the environment and natural resources.

Acting as a Good Corporate Citizen will help you and your organisation:

-Achieve many health benefits for patients and populations – helping to tackle health inequalities and to move from treatment to prevention

-Save money – through energy efficiency, waste reduction and careful use of resources

-Engage with staff and the community, and lead by example.

Good Corporate Citizenship follows the five principles of the UK Sustainable Development Strategy:

-living within environmental limits

- ensuring a strong, healthy and just society

-achiving a sustainable economy

-using sound science responsibility

-promoting good governance

It's designed to help you think about how you and your organisation can contribute to sustainable development.

45 What kind of corporate image does a company try to project?

A corporate image refers to how a business is perceived. It is a generally accept image of what a company stands for. Marketing experts who use public relations and other forms of promotion to suggest a mental picture to the public. Typically, a corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers, create share of mind, generate brand equity, and thus facilitate product sales.

A corporation's image is not solely created by the company. Other contributors to a company's image could include news media, journalists, labor unions, environmental organisations, and other NGOs.( non-governmental organization)

Corporations are not the only form of organization that create these types of images. Governments, charitable organizations, criminal organizations, religious organizations, political organizations, and educational organizations all tend to have a unique image, an image that is partially deliberate and partially accidental, partially self-created and partially exogenous.

A corporate image is the perception that the general public holds about a particular business. Many companies invest a great deal of time and other resources in an effort to influence the opinion that consumers hold about the products offered by the business, as well as the business itself. This process of cultivating positive public relations extends to not only interaction with consumers, but also ongoing interaction with the media, labor unions, industrial associations, and other entities that have a direct and indirect impact on public opinion. Corporate image is the best way of perceiving and corporations image.

One of the most basic ways of shaping a corporate image is establishing and maintaining positive relationships with the general public. This effort usually begins by offering products that successfully meet the needs of customers, thus generating goodwill. As consumers come to know and trust the product lines offered by the business, they begin to share their opinions with others. This positive word of mouth helps to introduce other consumers to the products offered by the business, and makes it easier to establish a favorable perception in the minds of more people.