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The Final Report

SciencesCom – Audencia Business School

CSR and the issue of Global Climate Change in International Business

DRVOTOVA, Vladana (CZ); LISTERMAN, Abby (U.S.A); POTAPIUK, Kamila (PL); SHIM, Hyein (KR); THOMSEN, Andreas (DK)

Nantes, 2015

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Abstract The research is about the attitude of the companies towards the CSR actions in the context of the global climate changes. The basics of this project is to show the different approaches to the topic depending on each country, having regard to the geographical diversity (3 continents). The main question, which the authors asked in their piece of work, is whether and, if yes, in what way SMEs and international companies, NGOs and governments communicate about environmental issues. The findings are concluded in the Language Analysis parts of the researches of each countries. Other aspects, touched in the document, focus on the ways in which companies are engaged in the global climate changes. Key words: CSR, environment, global climate change, communication

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TABLE of CONTENTS 1. Introduction 6

1.1. COP 21 1.2. Aim of Project 1.3. Methodological approach

2. Denmark: Case Study 8

2.1 Introduction to CSR in Denmark 2.2.1 The Danish Ministry of Environment and the Danish Nature Agency 2.2.2 The Danish Business Authority

2.2.2.1 Responsible Growth 2.3 NGO on CSR 2.4 Company analysis: Lasertryk.dk

2.4.1 About Lasertryk.dk 2.4.2 Lasertryk.dk as part of the DBA’s pilot project 2.4.3 Lasertryk.dk and CSR

2.5 Language analysis 2.6 Conclusion

3. Czech Republic: Case Study 21

3.1 Introduction of CSR in the Czech Republic 3. 1. 1. CSR activities of Czech SME companies 3. 1. 2. Big Czech companies and their vision of CSR 3. 1. 3. Czech associations and organizations in the area of CSR 3. 1. 4. Public opinion on CSR 3. 1. 5. Global Climate Change CSR in the Czech Republic

3. 2 Government on CSR 3. 3 Czech NGOs on CSR 3. 4 Company Analysis: Hennlich

3.4.1 About Hennlich 3.4.2 Hennlich CSR

3. 5. Company Analysis: Econea 3.4.1 About Econea 3.4.2 Econea CSR

3. 6. Language Analysis 3. 7. Conclusion

4. Poland: Case Study 34

4.1 Introduction of CSR in Poland 4.1.1 General information 4.1.2 Global Climate Change CSR in Poland 4.2 Government on CSR

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4.2.1 Important grants and programs 4.3 Polish NGOs and CSR 4.4 Company Analysis: Agricultural production cooperative "The Breakthrought"

4.4.1 About Agricultural production cooperative "The Breakthrought" 4.4.2 Agricultural production cooperative "The Breakthrought" CSR

4.5. Company Analysis: Auto Clinic Jerzy Paja 4.5.1 About Auto Clinic Jerzy Paja 4.5.2 Auto Clinic Jerzy Paja CSR

4.6 Language analysis 4.7 Conclusions: Poland

5. United States of America: Case Study 47 5.1 Introduction of CSR in the United States

5.1.2 Global Climate Change CSR in United States 5.2 United States Government and CSR

5.2.1. Environmental Protection Agency (EPA) 5.3 United States NGOs on CSR 5.4 Company Spotlight: Cariboo Coffee

5.4.1 About Cariboo 5.4.2 Cariboo CSR

5.5 Language Analysis 5.6 Conclusion

6. South Korea: Case Study 59

6.1. Introduction of CSR in South Korea 6.1.1. Global climate change CSR in South Korea

6.2. South Korea Government on CSR 6.3. South Korea NGOs on CSR 6.4. Company Analysis: Pulifline

6.4.1. About Pulifline 6.4.2. Pulifline CSR

6.5. Language Analysis 6.6 Conclusion

7. Global Case Study: IKEA 65

7.1. Basic Information 7.2. CSR Idea of IKEA 7.3. Denmark 7.4. Poland 7.5. Czech Republic 7.6. United States of America 7.7. South Korea

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8. Conclusion 75 9. Contacts 77

9.1. Danish Contacts 9.2. Polish Contacts 9.3. Czech Contacts 9.4. United States Contacts 9.5. South Korean Contacts

10. Modalities (Contact information for each team member) 79 11. Bibliography 80 12. Appendix 88

12.1. Danish E­Mail Transcripts 12.2. Polish E­Mail Transcripts 12.3. Czech E­Mail Transcripts 12.4. United States E­Mail Transcripts 12.5. South Korean E­Mail Transcripts 12.6. Research on communication of big Czech companies CSR policy

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1. Introduction Corporate social responsibility play an important role in business nowadays. The term signifies “a company’s sense of responsibility towards the community and environment (both ecological and social) in which it operates”. 1

However, the explanation above is rather broad, so more specifically, we can also define CSR actions as those that appear to further some social good, beyond the interests of the firm and that which is required by law. 2

The goal of the following research is to give an overview of how different nationalities speak about corporate social relations in connection to the global climate change. The research team focuses on five different nationalities and their way of speaking about CSR in connection to the global climate change. In order to do that, the team utilises the nationality of each team member in five language analysis, and put each language analysis in comparison to France. 1.1. COP 21 The event COP21 acts as the current catalyst for focusing attention on climate changes. Paris Climate Conference takes place from November 30th to December 11th. Up to 50,000 participants can appear at the COP21, including 25,000 official delegates from government, intergovernmental organisations, UN agencies, NGOs and civil society. This number shows how important the topic of global climate changes is. The main aims of the conference are:

“to achieve a legally binding and universal agreement on climate, with the aim of keeping global warming below 2°C” . 3

“to ensure points of view converge and to facilitate the search for consensus by the United Nations, as well as within the European Union, which has a major role in climate negotiations” . 4

Alongside the COP21, there will also take place The Sustainable Innovation Forum 2015. This event will convene more than 500 attendees and will focus on innovative developments

1BusinessDictionary.com. What is corporate social responsibility? Definition and meaning. (accessed 28. 9. 2015). Available on <http://www.businessdictionary.com/definition/corporate­social­responsibility.html#ixzz3qY4xrJm9> 2MCWILLIAMS, A. and SIEGEL, D. The Academy of Management Review. Vol. 26, No. 1 (Jan., 2001), pp. 117. 3Sustainable Innovation Forum 2015. (2015) (accessed 5. 10. 2015) Available at < http://www.cop21paris.org/about/cop21> 4 Sustainable Innovation Forum 2015. (2015) (accessed 5. 10. 2015) Available at < http://www.cop21paris.org/about/cop21>

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combating the biggest issues in climate change nowadays. As the scale of participants shows, it is significant to work on the technical environmental solutions, as well as on the CSR.

1.2. Aim of project

The aim of this project is to provide to the client an in­depth analysis of how corporate social responsibility actions are communicated in five cultures of the world other than France. The report is specifically focused on the communication of global climate change issue in Danish, Czech, Polish, American and South Korean business environment.The final product will function as a contribution to the understanding of how five different CSR cultures communicate, and will add new perspective to the United Nations conference on climate changes and specific factors to keep in mind when negotiating CSR with different cultures. 1. 3. Methodological approach

Taking into consideration different basis of the academic approach, the method, chosen by the authors, is desk research. This method allowed the authors to gather all the information and make the research very descriptive and comparable. Even though the correspondences went unanswered, the authors attempted contact with professionals in the field of global climate change CSR and CSR in general. The main fields of the research were therefore companies’, governments’ and NGOs’ websites and press articles.

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2. Denmark 2.1 Introduction to CSR in Denmark As a former host of the United Nations Climate Change Conference, Denmark is very aware of the need to act upon the climate changes, right now. In spite of the fact that the conference did not go as planned and no actual agreements were made, on a national and international scale, Denmark has been and, still, is doing a lot of developments and improvements for the environment. Danish tradition and culture is based on a strong collaboration between companies and employees, which creates an open space for mutual responsibility. Responsibility is particularly noticeable in Danish legislation on environmental protection, which is among the toughest in the world and often more rigorous than the requirements defined in for instance the ISO (International Organization for Standardization) recommendations. 5

One of the reasons why Denmark is a frontrunner in terms of environmental responsibility is that the government supports the Danish companies’ corporate social responsibility initiatives. The government's involvement in the CSR of companies is part of an action plan. It is intended to improve the international competitiveness of Danish businesses. Furthermore, it is a legal requirement for bigger companies to report of their work with CSR. In 1971, Denmark was the first country in the world to establish a Ministry of Environment. This opened up for tough legislations on environmental protections and more efficient ways of using energy. Moving forward in time, Denmark has since the oil crisis in 1973 put a lot of effort into being completely energy self­sufficient, and this is still the case today. Clean technology is one of the biggest exports from Denmark. It is the fastest­growing sector in Denmark today with an export growth three times the rate of total exports. Therefore, Denmark is the leading EU country in exports of energy technologies. For that reason, it has developed the “State of Green” brand in cooperation with the sectors of energy efficiency, wind power, and water treatment. 6

2.2.1 The Danish Ministry of Environment and the Danish Nature Agency As mentioned in the introduction on how the environment is talked about, Denmark was the first country in the world to have a ministry for the environment in 1969. In general, the Danish Ministry of Environment gives a lot of perspectives into its vision, goals, and operations through numerous websites. Furthermore, the ministry talks about how it is working to make sure that climate adaptation is part of the legislation and planning, when it comes to the environment.

5 http://csrgov.dk/international_frontrunner 6 http://stateofgreen.com/en

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The Danish Ministry of Environment is working to prepare Denmark for extreme weather occasions following the climate changes. In Denmark that will particularly mean more heavy rain, rising ocean levels, more storms, and higher temperatures.” 7

The Danish Nature Agency works under the Danish Ministry of Environment. Its purpose is to directly implement whatever policies are made by the ministry, in terms of securing clean water, protecting nature, outdoor activities, hunting, and wildlife . 8

2.2.2 The Danish Business Authority

Figure 1 "Focus on CSR” from the Danish Business Authority

7 http://mfvm.dk/natur/klimatilpasning/ 8 http://eng.naturstyrelsen.dk/nature­protection/nature­projects/

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The Danish Business Authority is a governmental agency with the goal to make it easy and attractive to run a business in Denmark. The Danish government consistently focuses on advocating companies on how to implement and communicate CSR. In this way, the government helps small and medium business to increase growth. The argument is that a strategic CSR will help businesses create trust and attention towards its good behaviour.

“The CSR team at the Danish Business Authority works to improve the conditions of the business community and to create growth for the benefit of both the business community and society at large.”

On basis of the quote, it is fair to say, that the DBA believes that CSR not only helps the businesses and the economy but also the whole society in general.

Figure 2. The CSRgov.dk website displaying many different focus points of CSR in a clear way. On 16th December 2008, the Danish parliament passed the amendment called “Act amending the Danish Financial Statement Act (Accounting for CSR in large businesses)”. This law is part of the “National Action Plan for Corporate Social Responsibility” of May 2008, and its purpose is to improve the international competitiveness of Danish businesses . Moreover, this is where 9

CSR comes in for the government and its work on promoting the benefits of CSR for Danish businesses. The whole point is that CSR will help Danish businesses improve their international competitiveness.

9 http://csrgov.dk/legislation

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Responsible Growth Responsible Growth is an action plan for CSR in 2012­2015 published in March 2012. The action plan contains 42 initiatives in total. The aim is to match growth and responsibility, which in the end creates value for businesses and society. The pilot project: From principle to practice

Figure 3 "From principle to practice". The government's plan to implement CSR in small and

medium businesses. The Danish government has carried out a pilot project in cooperation with ten different Danish small and medium businesses (SMEs). This was in order to actively implement and promote the use of CSR in SMEs. 2.3 NGO NOAH NOAH is Denmark’s first environmental organisation made in 1969. Its purpose is to improve the living environment by actively battling the destruction of the environment, and moreover indicating alternatives. Noah is part of 80 international organisations in what is called "Friends of the Earth International" and "Friends of the Earth Europe". 10

2.4.1 Company analysis: Lasertryk.dk Lasertryk.dk prints marketing material for business customers. It started out as UngFerie which was a company arranging parties and holidays for young people. The need for printed matter was big, and the company didn’t think that any providers were cheap or quick enough, or had a

10 http://noah.dk/hvem­er­vi/vaerdier­og­saerkende/

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high quality. So, they began printing on their own printers and realised how cheap it could be done. From there on, they began providing printing opportunities to their business partners, and now to everyone else interested. 11

2.4.2 Lasertryk.dk and CSR

Figure 4 Lasertryk.dk explaining its environment and CSR policy. Brief translation from Danish:

“1. Your opportunities as a customer. 2. What we actually do ourselves. 3. Our two tips for being environmental. 4. Useful knowledge about the environment.”

As a company in an industry in close connection with deforestation, Lasertryk.dk directly admits to its obligations as a printing company.

“Det er dog vigtigt at slå fast, at der stadig er problemer med skovrydning i troperne. Synderen er imidlertid landbruget og ikke den grafiske branche.” ­ Kabell, Esben Mols

11 http://www.lasertryk.dk/content/dat/om.htmlx

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“It is however important to make clear that there are still problems with deforestation in the tropics. In the meantime, the sinner is farming and not the field of graphic.” ­ Kabell, Esben Mols 12

“About us ­ The trophy shelf”

In general, Lasertryk.dk has appropriated itself with more than a handful of CSR­related organisations, such as associations, unions, a foundation, and a governmental agency. Lasertryk.dk expresses its policies by mentioning how it follows certain legislations, codexes, and requirements. The most recent CSR project was the company’s partaking in a CSR pilot project for 12 SMEs in cooperation with the Danish Business Authority. The UN Global Compact­initiative Lasertryk.dk has also adopted the “UN Global Compact”, which is a programme that consists of ten principles including some focusing on the environment.

12 http://www.lasertryk.dk/content/dat/miljo_miljo.htmlx

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Figure 5. “2. What we actually do ourselves". An overview of Lasertryk.dk's different initiatives to

be energy efficient.

A self­made CSR Policies document Lasertryk.dk has made a document called “CSR­Politik” meaning “CSR Policies”. Among other things, the document describes the company’s way of dealing with the environmental concerns, the production, and product concerns. In the document, the company states, that many of its business processes comply with and ISO 14001, which is an international standard for environmental procedures. 13

13 http://www.iso.org/iso/home/standards/management­standards/iso14000.htm

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Figure 6 "Effective communication". An example of Lasertryk.dk's basic policy on

communication. 2. 5 Language analysis What is similar in each organisation mentioned in the section for Denmark, is that they all prove awareness of the importance of utilising the internet as a communication channel. The internet is an optimum way of reaching the receivers concerned. Effectivity in receiving feedback, making laws and actions, and advocating these comes from the internet as a facility. The Ministry of Environment and the Danish Nature Agency The mission of the Ministry of Environment is explained as an organisation to protect and develop the environment on a scientifically solid foundation in order to benefit people of today and future generations. 14

The Danish Nature Agency is more in connection with the people. It often uses words such as protecting, conserving, restoring and projects on its website. In this sense, the agency uses a lot of words related to climate changes.

“The nature projects run by the Nature Agency are to safeguard Danish nature and the environment and to secure a varied and robust plant and wildlife and to enhance outdoor recreation.”

14 http://eng.naturstyrelsen.dk/about/mission­and­vision/

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On Facebook, the agency updates people daily on new environmental settlements, laws, and even rulings made towards citizens not abiding by the law. Furthermore, the agency interacts with the public by having “Question of the week”. 15

“No, it is not okay to dump garbage in the nature. Four found guilty in Denmark’s biggest

environmental case” The Danish Business Authority The DBA has made a website specifically with the purpose to inform about CSR policies, initiatives, cases, guidelines, and focus areas. The Danish government provides a website in plain English, explaining the DBAs many different initiatives. Because it is in plain English, it is thereby easy to understand by foreign countries. It provides a clear overview of CSR in Denmark, and how the DBA is trying to implement CSR in a very comprehensive way. Since the information from the Danish Business Authority on CSR is very vivid, the team decided to focus on its particular relationship with SMEs. Firstly, a brief overview of the different focus points of the CSRgov.dk website, and thereafter hand you an in­depth analysis of how the DBA vocalizes and implements CSR directly into the SMEs.

“We all carry social responsibilities. Social responsibility and responsible growth must therefore be strengthened through collaboration and partnerships.” 16

The government’s manual on strategic CSR

15 https://www.facebook.com/Miljoestyrelsen/timeline 16 http://csrgov.dk/file/318420/uk_responsible_growth_2012.pdf

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The Danish government has developed a number of guidelines and online tools, that make it a lot easier for companies to pursue a responsible growth. The DBA has made a manual called “Manual for strategic CSR” with the purpose to help small and medium enterprises do CSR in a strategic and systematic way. The manual guides SMEs through a strategy process from start till finish. The manual is made from information collected from the DBAs pilot project building on experience from 12 Danish small and medium companies . 17

NOAH Since NOAH is an environmental organisation the language used is almost always including environmental and climate focused keywords. On the site “Who are we ­ visions and values”, NOAH uses words such as Earth’s tolerance, global warming, sustainable readjustment among many others. Lasertryk.dk Lasertryk.dk presents an extensive page speaking about its way of dealing with the environmental issues of producing printed matter. The company is very active in collaborating with different environmental organisations and showcases every single activity on “Miljø” (environment). The first sentence about the environment comes from the CEO himself who is also the environmentally responsible. He instantly addresses the problem of the printing industry which is its partaking in deforestation.

“It is important to make clear that there still are problems of deforestation in the tropics. The sinner is, however, agriculture and not the graphic industry”

“The small environmental leaflet” Deforestation is a key issue spoken about from Kabell. Kabell is responsible for the online PDF leaflet called “Den lille miljøfolder”. In the leaflet deforestation is mentioned in detail on page 9.

17 http://csrgov.dk/csr_in_sme

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The text is from the leaflet, and it states that in average 32 acres of forest has been cut down between 1990 to 2005. 20% of the world’s CO2 emission is from deforestation.

“The emission from deforestation is worse than the collective exhaust from vehicles.”

Kabell directly addresses the problem of CO2 emissions, and also lets readers know that when trees are being cut down, they don’t absorb CO2. Instead, we have to find man­made ways of reducing CO2 which costs money. The CEO is actually acknowledging, in written words, how this deforestation has a direct impact on the climate changes.

“Man­made CO2”

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CEO mail correspondence On 18­11­2015 12.29, the research team sent an email to Esben Mols Kabell, CEO and responsible for environmental issues at Lasertryk.dk. The purpose of the email was to have Kabell’s comments on the current environmental issues. The CEO responded 30 minutes later at 12.59. For the most part, his comments were about how Lasertryk.dk is making sure to keep up with rules and legislations on CSR. However, Kabell was also able to make statements on the environment as a total.

“Printed matter for advertisements is much­criticized and is by many considered as a waste of resources ­ something we have brought up recently.” (section 12)

Kabell admitted that Lasertryk.dk is a small company and for that reason, they are not concerned with the COP21 for now. He made sure to say, that the company’s primary focus is to sell printed matter and to do it as part of its work with CSR. (see section 12)

“We didn’t prepare for the COP21 in Paris. We are a medium­sized Danish company, whose primary purpose is to sell printed matter. To do it in a way that is as environmental as possible is part of our ongoing work with CSR, but we are not an environmental protection organisation, who take an active part in a conference like the one in Paris.” (section 12)

This statement clearly shows no interest in what is going on at COP21 in Paris from Lasertryk.dk. It is fair to say that, when it comes to overall climate issues, the company is mostly interested in the its most relatable issues. Moreover, it is pleased with its current effort, which is to lower the company’s total impact on the forest. This happens via the use of an energy efficient infrastructure in the company and by using paper exclusively from Nordic trees living under optimum conditions. Kabell shortly adds that if the government’s efforts should be effective, they ought to aid companies with a small guide on what CSR is and what the company ought to do as a minimum. (section 12)

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2.6 Conclusion With the world's first Ministry of Environment, Denmark has ever since outspokenly been for protecting and enhancing nature through numerous projects, up until today. These projects have been and are still being carried out by the Danish Nature Agency. The Danish Nature Agency functions as the long arm of the ministry and actively implements adopted laws into the society and environment in Denmark. Lasertryk.dk proves the need to be transparent through communication about one’s relation to the climate changes in a global world. As a company in the printed matter industry and with close relations to worldwide forests, which attracts negative attention, Lasertryk.dk is vividly outspoken about its efforts in protecting forests, enhancing current forests in Europe, and effectivising production. These precatious activities were already in full swing, before the close cooperation with the government. The Danish Business Authority has made sure to do its best to implement ‘corporate social responsibility’ into small, medium, and big companies. This is because, not only does CSR attract positive attention from international interests, it also obligates the small and medium companies to make report of their responsibility actions, which then motivates them to proactively seek out new ways to be responsible. In the end, this adds to environmental responsibilities, such as making one’s best effort to protect and enhance nature. Conclusively, Denmark is at the forefront of communication regarding the climate debate. The many legislations and projects carried out proves an effective approach. Primarily, the approach is effective because of the close communication with the public and businesses involved. Finally, it is effective because communication of climate changes and approaches are happening through the medium of internet. The Danish government has had a strong focus on the internet as the primary medium for a long time.

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3. The Czech Republic: Case Study 3. 1. Introduction of CSR in the Czech Republic

As the Czech Republic became a member state of the European Union in 2004, the Ministry of Labour and Social Affairs got engaged in the concept of corporate social responsibility (CSR) within Directorate­General for Employment and Social Affairs, European Commission. In 2014 the Czech Government introduced and approved the strategic document National Action Plan for Corporate Social Responsibility. Furthermore, the Ministry of Industry and Trade supports the project of the National Quality Policy and established National awards for Corporate Social Responsibility that functionate as a showcase of successful examples of CSR strategies in the Czech business. The implementation of CSR policy is an emerging trend in Czech business. More and more companies are now aware that CSR activities involve all sectors of society – firms, public administration, non­governmental organizations, social entrepreneurships, schools and individuals. 3. 1. 1. CSR activities of Czech SME companies According to a study of the Czech Business Leaders Forum, almost 90 % of Czech SME were involved in internal dimension of CSR in 2007. This means that these SME are aware of the 18

needs of their internal community, particularly of their employees. In terms of external dimension of CSR, which is in the literature described as an extension beyond the company's doors into the local community , the Czech SME often have less formal 19

approach than big companies. So although a lot of small and medium businesses are informed about CSR or have their own CSR strategy and they may be really successful by implementing it, they do not often communicate their actions properly and in front of greater public. Small and medium companies' CSR actions sometimes gain publicity thanks to a range of awards ceremonies (such as National CSR award, Top odpovědná firma roku (The best socially responsible company of the Year) or Via Bona Awards) or industry conferences or

18 DINGA, M., Business Leaders Forum (2008), CSR – A New Factor of Corporate Competitiveness (Společenská odpovědnost firem – nový faktor firemní konkurenceschopnosti). (accessed 15­10­2015). Available at <http://www.csr­online.cz/Page.aspx?pruzkum> 19 POLÁŠEK, D. Corporate Social Responsibility in Small and Medium­Sized Companies in the Czech Republic. Thesis. CZECH MANAGEMENT INSTITUTE PRAHA, 2010. (accessed 15­10­2015]. Barcelona: 2010. Doctoral thesis. Czech Management Institute Praha. Available at <http://csr­online.cz/NewsDetail.aspx?p=3&id=582>.

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events. “Responsible behaviour is natural for small and medium enterprises. Actually, they do not inform about their actions in extensive reports on social responsibility as bigger companies, but they rather do business responsibly and honorably. They operates in certain region and they are quite naturally interested in issues and topics related to their surroundings.” says Lucie Mádlová, Czech CSR specialist from Národní středisko kvality organization. 20

3. 1. 2. Big Czech companies and their vision of CSR On the other hand, the big companies such as ČEZ (energy industry), Škoda Auto (automotive industry), Letiště Praha (the biggest airport) or Plzeňský Prazdroj (brewing industry) have very developed CSR policies and the CSR reporting system as well. They communicate their CSR actions on their websites, social networks and they inform their stakeholders in form of press releases and annual CSR reports. For further information about different types of communication please see Appendix, chapter 13. 5. 3. 1. 3. Czech associations and organizations in the area of CSR Several organizations and associations promote CSR concepts, inform and educate about this topic in the Czech Republic. The author of this paper wants to introduce three of them.

The Association of Corporate Social Responsibility is an institution, which operates the most popular information portal on Corporate Social Responsibility (CSR) and sustainable business. Since 2009 Association of Corporate Social Responsibility brings news from the world of CSR, constantly informs about interesting projects in this area, organizes events or publishes publications.

The Business Leaders Forum is a platform for socially responsible entrepreneurs who

care about people and the environment in which they operate. This organization helps companies to implement the principles of social responsibility, to promote the CSR concept and to educate students about CSR.

The United Nations Global Compact is the world's largest corporate sustainability

initiative. The Czech Republic joined in the UN Global Compact in the beginning of 2015. and launched the local network.

3. 1. 4. Public opinion on CSR Public reactions to CSR actions differ in the Czech Republic. The majority of the Czech population is less willing to be personally engaged in CSR activities in comparison with

20MÁDLOVÁ, L. U malých a středních podniků postupně narůstá povědomí o společenské odpovědnosti. Časopis Kvalita a Společenská zodpovědnost. 2014. (accessed 15­10­2015). Available at <http://www.casopiskvalita.eu/clanky/rocnik­2014/4­2014/u­malych­a­strednich­podniku­postupne­narusta­povedomi­o­spolecenske­odpovednosti>

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western countries. The Czech generation Y, graduates and people with higher income have usually positive attitude and more information about CSR. 21

3. 1. 5. Global Climate Change CSR in the Czech Republic Protection of environment is one of important parts of many CSR strategies in Czech business. The research based on studying Czech press articles, companies' websites and social networks shows that the Czech companies apply CSR policies in greater measure, not specifically concentrated on global climate change. The most popular areas of help are: charity, employees, sustainable resources, water and environmental protection. Many companies are engaged in several areas of CSR. Interesting is also the public opinion on global climate change. This autumn, first poll on Czech attitude towards global climate change released. The research presented by the environmental studies chair of Masaryk University in Brno shows interesting facts. More than a half of Czechs (52 %) believe that the climate is changing globally and that human activities affect it but they are not united about how to solve the problem. It would be more and more important to include climate change policy into companies' CSR strategies.

3. 2. Government on CSR On 2 April 2014 the Czech Republic Government approved in Resolution No. 199 the strategic document National Action Plan for Corporate Social Responsibility in the Czech Republic. The aim of the strategy document, which was prepared under the auspices of the Ministry of Industry and Trade in collaboration with other stakeholders, is to contribute to the development of the concept of CSR in the Czech Republic and its positive impact on society, economic development and competitiveness of the Czech Republic. 22

The National Action Plan is an open strategic document, which is expected to be updated continuously. By the end of the year 2015 an updated version should be submitted to the Government. “We do not significantly regulate social responsibility through laws or directives, but keep it on a voluntary basis. The strategic document entitled National Action Plan for Corporate Social Responsibility in the Czech Republic is in line with the current social responsibility trends seen in firms in Europe. The Action Plan focuses primarily on the link

21DVORAKOVA, Z. CSR in the Czech Republic: Local experience. 2013. (accessed 15­10­2015). Available at <http://www.westeastinstitute.com/wp­content/uploads/2013/02/ANT13­219­Zuzana­Dvorakova­Abstract.pdf> 22 Ministry of Labour and Social Affairs. Corporate social responsibility (CSR). 2007. (accessed 15­10­2015). Available at <http://www.mpsv.cz/en/3894>

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between the responsibility, competitiveness and sustainability of the organisation.” says the 23

Minister of Industry and Trade in the foreword of this document. Czech Government supports small and medium businesses in implementing CSR strategies and makes an effort to educate them in this area. A handbook for SMEs was published by Government and serves as a guide for these companies. The successful examples from foreign countries businesses are also included. The Ministry of Industry and Trade also launched a platform called National Quality Policy, which is a collection of methods and tools to influence the quality of products, services, activities within the national economy and public administration services, adopted by the Government Resolution no. 458 of 10. 5. 2000. The program of the National Quality Policy is to create an environment in the Czech Republic where quality is a natural part of life. One of its programmes is devoted to the development and promotion of corporate social responsibility concept in the Czech Republic. Actually, one of the important projects in CSR programme established by the Czech Quality Council (the supreme advisory, and coordinating body of the Czech Government) is National CSR Award. The Ministry of Environment of the Czech Republic have also launched National Programme To Abate the Climate Change Impacts in the Czech Republic that is the main strategic document of the country dealing with climate change issue. It was adopted in 2004. More recently, the Czech government approved a key document for the future direction of environmental policy. Climate change adaptation strategy from October 2015 summarizes the impact of climate change on the Czech Republic and possible solution to the situation. According to the European Climate Adaptation there are only 9 EU members now who do not have their adaptation strategy adopted. 3. 3. Czech NGOs and Global Climate Change The research shows that there are several non­governmental organizations orientated on the issue of global climate change. The existence of the Czech Climate Coalition allowed to unite these non­governmental organizations and raise awareness about climate change. It was founded in 2007 and at present has 12 members (including Greenpeace CZ and Friends of the Earth Czech Republic), 4 affiliated organisations and 3 affiliated networks.

23 Ministry of Industry and Trade. National Action Plan for Corporate Social Responsibility in the Czech Republic. (accessed 15­10­2015). Available at <http://www.mpo.cz/dokument148817.html>

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Figure 1 Czech Climate coalition logo The organization's website www.zmenaklimatu.cz informs about their vision, activities, members and events. There is also a specific section for media, where the journalists can download press releases. The activities of the Czech Climate Coalition comprise advocacy work concerning climate policies on Czech, European and international level, exhibitions; movie screenings, debates and conferences, communication on their website, Facebook page and blog and public campaigns such as Earth Hour. 3. 4. Company analysis: Hennlich 3. 4. 1. About Hennlich

Basic information about the company Hennlich is a Czech medium sized company that provide supply components, gaskets and technical solutions for various industries. The company has 200 employees. As the company informs about itself at its website, we learn that Hennlich is part of the International Hennlich Group and supports a free, socially responsible, open and environmentally friendly market economy. 3.4.2 Hennlich CSR

The company's CSR The Hennlich company is not mainly focusing on climate changing issues, but they are concentrating on a renewable energy. There are several products in their product range that enhance the efficiency of utilization of energy resources and reduce the negative impact of human activity on nature. They are certified by norm ISO 14001.

Analysis of the company's communication of CSR actions towards global climate change

The company communicates about its CSR actions on their website and support page only. Hennlich's website is not developed in such details as it is usual for websites of bigger Czech companies. There is a specific section on their CSR, one pillar of their strategy is the protection of environment. However, all information is provided in form of factual, short phrases. These information show that the environmental protection and sustainable production is a key value for the company. Furthermore Hennlich have a special support page devoted to its responsibility actions called “odpovednost.hennlich.cz”.

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The company's main goals are:

Cooperation with the town of Litoměřice in order to raise awarenes of the environmental behaviour among resident and students

Environmentally friendly business area, use of sustainable energy sources, infiltration of rainwater and recycling of the waste.

Research and development of new products for many years has focused on renewable energy sources and to reuse waste energy. An example might be the development of alphaFERM biogas plants based on dry fermentation, a special heat exchanger ECO­Mizer utilizing waste heat in gas boilers or custom ORC unit ZERO FUEL GEN that can generate electricity from waste heat.

Although the company shows that it has a positive attitude towards the environment and towards its neighbourhoods, information devoted to global climate change issue are missing. 3. 5. Company analysis: Econea

Basic information about the company Econea is a small Czech company founded in 2013. It runs an e­shop with ecological products such as shopping bags, cosmetics products, recycling bins, office supplies, dishes, etc. The company has 3 employees. 3.5.2 Econea CSR

The company's CSR Econea is a member of the Association of Corporate Social Responsibility. The company promotes sustainable and ecological business, they protect the environment by selling eco­friendly products.

Analysis of the company's communication of CSR actions towards global climate change

The company uses two communication channels, its website which serves as an e­shop and Facebook page. According to the website, Econea's vision is the following: “Many products have impact on the environment as a plague. Our green products e­shop will not magically change the world. But if we don't start with ourselves, nothing will ever change. We want to help you to focus on small changes in everyday life.” Regarding these vague formulations, it is obvious that the website does not mention global climate change issue concretely, but the damaging human impact on the environment is mentioned in an easy to follow way. The company's Facebook page contains useful tips how to live ecologically and environmentally friendly. The reported topics include global climate change issue, water pollution, recycling, need for ecological change, sustainable behaviour of households, green future. The Facebook posts are formulated as tips worth reading not as a direct opinion of the company (see Figure 2).

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Figure 2 Facebook post about global climate change at Econea Facebook

Page Translation: New issue of National Geographic should be almost obligatory reading for our fans! It's all about global climate change in the greater context. And trust us – sometimes it's so hard to wake up to these information. But the text also offers solutions and hope.We thoroughly recommend! 3. 6. Language analysis The language analysis is focused on the Czech press articles about Czech CSR found on the Internet or in the Newton Media Search software, communication on chosen company's website, NGO Změna klimatu (Czech Climate Coalition) , the Association of Corporate Social Responsibility. In Czech language there are many terms used in connection with corporate social responsibility. These terms are:

corporate social responsibility, social responsibility of enterprises, social responsibility of organization/ enterprise, sustainable entrepreneurship responsible business

Generally, frequent words and terms used in connection to global climate change issue can be divided into the following categories:

Global climate change as a problem: serious problem, discussed topic, the world's most threatening problem, affect, impact, necessity to act, time passes quickly

Solution and reactions to a global climate change: we need to act quickly, reducing the carbon footprint, reducing emissions, reducing waste, environmental protection, reducing the human influence on climate, etc.

The research shows that different subjects communicates the examined problematics in a different way.

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Czech Government Governmental documents on CSR (particularly National Action Plan for Corporate Social Responsibility are written in a formal language, using passive voices, concrete formulations and legislative formulations and vocabulary as well. Website of Ministry of Industry and Trade include downloadable National Action Plan for Corporate Social responsibility. Key words are: social responsibility, implementation, development, positive, voluntariness, stakeholders, motivation.

Figure 3 Website of Ministry of Industry and Trade in the Czech Republic, National Action Plan for Corporate Social Responsibility in the Czech Republic Website of Ministry of the Environment of the Czech Republic contains detailed information about environmental policy, protection of the nature, waste management, sustainable development, environmental protection funding and last but not least climate change policy. Global climate change issue is described in these key words: complex phenomenon, massive increase in greenhouse gas concentrations, impact, political negotiations, commitment, sustainable development.

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Figure 4 Website of Ministry of the Environment, page about Climate and Energy

Bigger companies The research on websites and social sites of bigger Czech companies has proved that they usually have special sections for their CSR policies and they regularly publish CSR reports where they describe and evaluate their actions. Language used in annual reports its exact and formal, website and Facebook pages copywriting usually correspond with the way the company wants to be seen by its stakeholders. Key words in connection with global climate change: protection of the environment, air protection, minimizing of air traffic noise, air quality biomonitoring using bees, water protection and building good and stable relations with surroundings of the company, reducing carbon footprint, environmental policy.

SME Hennlich Hennlich's communication on its website is in formal style with technical terminology. Their CSR strategy is communicated on special support page. The section about global climate change is missing, some of the information about protection of environment are not very precise. Special certification as ISO norms and technical specifications of environmentally friendly production are included.

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On their website, they have the section named “Nature and us”: “Nature is a great inspiration for us. Our portfolio includes many products that contribute to environmental protection or the use of renewable energy sources. Our company is certified according to ISO 14001 standards and have its own environmental policy.” Key words: environmental protection, renewable energy sources, environmental policy, nature, inspiration, ecological.

SME Econea Econea communicates with its recipients with a very friendly and readable language and set of emotional appealing phrases, just like “Be the hero of your own life” in the meaning that if a person acts responsibly, he or she could feel positive and as a game changer. The global climate change is one of topics discussed, mentioned for example at company's Facebook as a serious threat worth to think about. Key words: ecological, change, energy saving, environment, hero.

NGO Změna klimatu.cz (Czech Climate Coalition) Website of the non­governmental organization Změna klimatu.cz (Czech Climate Coalition) contains the most detailed information about the issue of global climate change in comparison with other websites that has been analysed in this paper. The organization provide information about its activities, promotes the topic itself in order to raise awareness and uses a wide range of vocabulary. The language used is formal, but easy to follow and remember. Key words: climate change, protection of climate, serious problem, action.

Figure 5 Website of Czech Climate Coalition. Translation: Infographics “How much oil, gas and coal should stay at the Earth”.

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NGO Greenpeace CZ One of campaigns promoted by czech branch of Greenpeace is devoted to protection of climate, the organization states that it is a priority for them. Key words: climate change, energetics, march for global climate change, reduction of emissions, decrease of greenhouse gas emissions, risk, action, priority, challenge, effective protection

Figure 6 Website of Greenpeace CZ Translation: Article about the impact of energy industry to global climate change.

Figure 7 Facebook page of Greenpeace CZ Translation: Facebook post inviting people for upcoming “March for Climate”, call to action, hashtags used: #ClimateMarch #ActionsforClimate

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NGO Zelený kruh (Green Circle) NGO Zelený kruh (Green Circle) is focused on ecology. The organization cooperates with several Czech NGOs and all together they o engaged in development issues, climate protection, the conditions for the existence and funding of NGOs and transparent funding from the structural funds. They communicate their actions on their website. Key words: climate protection, fair, climate change, ecology, development, protection, nature, sustainable development, against lifting coal mining limits, improving the public image of ecological NGOs

Figure 8 Website of Zelený kruh (Green CIrcle) Translation: Fair decisions – page about ecological organizations gathered in Green Circle association. 3. 6. Conclusion This report mainly demonstrates the level of the Czech corporate social responsibility and specially the aspect of communication the topic of global climate change in CSR strategies of Czech companies. The research shows that the concept of social responsibility has business­led character and the state supports the spread of the concept by creating special conditions how to promote the application of CSR as well as to inform about the climate change and offer a range of solutions in governmental material called The Climate Change Adaptation Strategy which was approved in 2015.

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The problem with Czech companies and CSR orientated on global climate change is that a lot of businesses do not concentrate on only one CSR issue, their strategies are consisted of several pillars. One of them is usually environmental, while the others may be concentrated on company's own employees or helping people in local community. Great effort in raising the awareness about global climate change demonstrates the NGOs Změna klimatu.cz. (Czech Climate Coalition) and GreenPeace CZ. This organization promotes government and individual actions in order to limit human­induced climate change to ecologically sustainable levels.

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4. Poland: Case Study 4.1 Introduction of CSR in Poland 4.1.1 General information Polish consumers and SMEs are at an early stage of understanding the true meaning of “corporate social responsibility”. Nevertheless, it should be stressed that the concept of CSR is important and gets attention in scientific and business circles, particularly in the context of its impact on the society, rather than ecological environment or global climate changes.

The CSR idea in Poland is really young and all the time develops. Everything started in 1998 with Academy of Philanthropy Development, which was the first institution that brought CSR idea into publicity. The actions of CSR in Poland are getting popular year by year, especially by big companies, for which it gives an important driver of change:

financial benefits and the argument of profit.

Important role for the development of CSR in Poland is “the transfer of good practices” within corporations operating on a global scale. These big international brands ensure that their Polish branches are looking for different ways to use and implement CSR solutions at the local level. Often this is difficult because it is necessary to a proper understanding of what exactly is CSR and concrete action plans. It is not enough to limit themselves to the usual donations for charity, which is one of the common mistake in running so­called CSR actions in Poland . 24

The infographic below shows the attitude towards CSR in Poland. 81% of the managers, who works in a companies which does CSR, thinks it changed their impact on business. Nevertheless, only 31% of this changes was about the ecology.

24 http://csr.forbes.pl/czym­rozni­sie­csr­w­polsce­i­wielkiej­brytanii­,artykuly,184220,1,1.html

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4.1.2 Global Climate Change CSR in Poland Poland, as a country more and more innovative, cares about the environment by implementing the variety of programs. Poland was also a host for two COP:

COP14 in 2008, which took place in Poznań COP19 two years ago in Warsaw.

According to the latest Report of Responsible Business in Poland and Report of CSR: facts 25

and opinions , nearly half of the enterprises declare that one of the most important issue for 26

them is environment protection. The involvement in the area of environment means for polish businesses means mainly environmental education. Educational projects implemented mostly by big companies are more frequently long­term programs, not a single image actions. Another thing is that more and more companies educate not only their surroundings like students, but also their employees.

25 http://odpowiedzialnybiznes.pl/publikacje/raport­odpowiedzialny­biznes­w­polsce­2014­dobre­praktyki/ 26 http://odpowiedzialnybiznes.pl/wp­content/uploads/2014/11/Raport­Spo%C5%82eczna­odpowiedzialno%C5%9B%C4%87­biznesu­fakty­a­opinie­KPMG­FOB­20141.pdf

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The educational programs are progressively included to the main activities of the companies. They are most commonly associated with energy efficiency investments such as limiting energy consumption and carbon footprint. The companies are installing also solar panels and systems to collect rainwater, which allows to reduce the consumption of tap water. There are also actions of promotion the sustainable transport (such as bicycles) . 27

The infographics below shows main challenges, in which the medium and big companies should engage. 99% of the opinion was for engaging the business into the recycling issue, 97% was for the environmental protection.

4.2 Polish Government and CSR Polish government established The National Reform Programme: Europe 2020, in which the Ministry of Economy focuses on CSR in Poland . They follow the ISO 26000 Social 28

Responsibility standard. In strengthening CSR there are involved regional state entities, eg. in the Silesian Province there is a council of Corporate Social Responsibility. Promoting CSR is also carried out at the national level, where works are primarily focused by the Ministry of Economy. Its representatives take part in conferences and symposiums on CSR. The Ministry also issued several publications and brochures on CSR, such as Corporate Social Responsibility in Poland; Sustainable development. Handbook for small and medium­sized enterprises and Risk management in the process of sustainable business . 29

27 http://odpowiedzialnybiznes.pl/artykuly/jak­firmy­dzialaly­na­rzecz­srodowiska­w­ubieglym­roku/ 28 http://www.mg.gov.pl/files/upload/10892/CSR_ENG.pdf 29 http://biznesodpowiedzialnie.blog.pl/2012/06/06/jak­rzad­wpiera­csr

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National Adaptation Strategy for Climate Change (NAS 2020) was created to prevent the crisis in environmental issues (considering not only risks of climate change, but also how adaptation actions can positively influence economic growth) . The main goal is to ensure the 30

conditions for sustainable development and efficient functioning of society and economy under conditions of climate change . 31

A Strategic Plan for Adaptation Sectors and Vulnerable Areas to Climate Change by the year 2020 (SPA 2020) is another governmental action towards sustainable environment. SPA 32

2020 is the element of the wider research project named “KLIMADA” which covers the period until 2070 and is the basis for the conclusions presented by the SPA 2020 project. For polish government it was important to create the set of the guiding adaptation activities until 2020 for the sectors and areas vulnerable to climate change with reference to national integrated development strategies in order to achieve the economy and the society improvement on resilience to climate change and reducing the losses connected with the climate change . 33

4.2.1 Important grants and programs There is few other examples of help in CSR development of the SMEs, which is also focused on the climate global changes: ­ PARP (Polish Agency for Enterprise Development) is a government agency that has been providing support to entrepreneurs in the implementation of competitive and innovative projects for over 10 years. The primary objective of their activity is to develop the sector of small and medium­sized enterprises in Poland. To support entrepreneurs, PARP uses the funds from the State budget and European Funds. One of the subjects of the funds is the environmental issues . 34

­ 3xenvironment project ­ the project run by three associations, funded by the EU and the 35

polish ministry. 3xenvironment is focused on helping SMEs. The aim of the project is to protect the environment and make fine issue connected with global climate changes. Saving water and electricity is crucial in this project . 36

30 https://klimada.mos.gov.pl/wp­content/uploads/2014/12/ENG_SPA2020_final.pdf 31 https://klimada.mos.gov.pl/wp­content/uploads/2015/01/Broszura­adaptacja­ANG.pdf 32 https://www.mos.gov.pl/g2/big/2013_10/0f31c35e8e490e9d496780f98d95defc.pdf 33 http://klimada.mos.gov.pl/en/daptation­to­climate­change­in­poland/the­polish­adaptation­policy/ 34 http://en.parp.gov.pl/ 35 http://www.3xsrodowisko.pl/ 36 http://osobyzasoby.pl/2014/11/ekologia­w­firmie­jak­zaczac/

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­ Clean Business project ­ the project is co­financed by the European Union (European 37

Social Funds). It provides comprehensive support for the implementation of ecological solutions for micro, small and medium­sized enterprises. Participants learn about opportunities to increase the energy efficiency of the company, the practical application of ecological solutions, as well as economic benefits and image of embedding environmental aspects in current operations.

4.3 Polish NGOs and CSR There are many polish NGOs focused on global climate changes in the context of CSR: ­ Responsible Business Forum, which is the largest non­governmental organisation in Poland, and an NGO with the longest history of operation in the country (15 years). It approaches the idea of corporate social responsibility in a multifaceted way. The Forum is a think­and­do­tank, which promotes a responsible approach to business in a way which takes account of the environmental and social impacts . 38

­ Clean Business Clubs as a part of Clean Business Program. Currently, Clean Business Clubs are run mostly by local NGOs. As the program established working contacts with local governments, regional authorities, the Ministry of Environment and the Economy, which engage in various projects implemented by the program . 39

37 http://www.czystybiznes.com/ 38 http://odpowiedzialnybiznes.pl/english 39 http://odpowiedzialnybiznes.pl/dobre­praktyki/program­czysty­biznes­bp­polska

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­ Our Earth Foundation, which has original program The company with Climate. The program aims to provide comprehensive services to companies in terms of training for employees, setting of objectives for the reduction of energy, water, paper, animate employee volunteerism and commitment to the social program (own or run by the Our Earth Foundation programs like The Green Rate Philanthropist and Cleaning World in Poland) . 40

The logo of the action of planting trees. Co­work between the Our Earth Foundation

and Zywiec Zdrój company. ­ Green Cross Poland (GCPL) is a polish branch of Green Cross International ­ the third largest global non­governmental environmental organization in the world. GCPL is a platform for dialogue between business, public administration, non­governmental organizations and research centers. Projects, in which GCPL is engaged, concern: the transformation of the economy to be more environmentally friendly (green economy), upgrading of green areas in cities and municipalities (cities green), protection of water resources (clean water) . 41

40 http://www.naszaziemia.pl/programy 41 http://greencrosspoland.org

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The example of Green Cross Poland social campaign. Everyone could download the application for free. There were ecological advices, stories and the lexycon of 170 ecological signs and information . 42

­ Business for Biodiversity Foundation promotes business model based on including ecosystem services and biodiversity to the management of the company. The Foundation focuses on collaboration through the Polish Platform for Business and Biodiversity ­ addressed to entrepreneurs in Poland who share a vision of doing business in a sustainable manner taking into account biodiversity and ecosystem services. The main goal of the Foundation is to support entrepreneurs in creating and developing sustainable business models and such brands . 43

­ Greenpeace Polska is an independent international non­governmental organization, working to protect the environment. The organization focuses its activities on the most important global and local threats to biodiversity and the environment. This is most well­known organisation by polish society, which does a lot of effort to change the minds of the politicians, CEO’s and normal citizens towards more eco­friendly actions . 44

“Free the energy” by Greenpeace Polska

4.4 Company Analysis: Agricultural production cooperative "The Breakthrought" 4.4.1 About Agricultural production cooperative "The Breakthrought” ­ On the market since 1953. 90 employees. ­ Food production (charcuterie). Their products are produced entirely in a natural way. 4.4.2 Agricultural production cooperative "The Breakthrought" CSR

42 https://www.signs.pl/live­green­w­telefonie­i­na­tablecie­kampania­green­cross­poland,20225,artykul.html 43 http://www.biodiversitypoland.pl/fundacja 44 http://www.greenpeace.org/poland/pl

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Cooperative society supports ­ financially and in the products ­ three local sports clubs, theater, kindergartens and municipal social welfare center.

Actions towards the global climate changes ­ At their own expense, they constructed the sewage treatment plant. As a result, to the river flows clean water that meets all physical and chemical standards. The sewage treatment plant does not apply chemicals. ­ Company every two months is testing the water outflow into the river. The sediment is centrifuged, then dry mass changes in the granulate, which forms into a fertilizer used for fertilizing farmland. ­ Cooperative society reforests gradually undeveloped tracts of land and plants trees, both deciduous and coniferous.

Analysis of the content ­ CSR and global climate changes ­ On the company’s website there is no information about CSR actions or global climate 45

changes. There is only mentioned that the products are natural and eco­friendly. ­ The information about the SME comes from the website ResponsibleBusiness.pl : the article 46

is focused on emphasizing raising the competitiveness of SMEs through CSR activities. The case study is one of the few examples of the efficiency of CSR and proecological actions. 4.5. Company Analysis: Auto Clinic Jerzy Paja 4.5.1 About Auto Clinic Jerzy Paja ­ On the market since 1981. 24 employees. ­ It offers its clients comprehensive services in a wide range of varnishing and roofer repairs. 4.5.2 Auto Clinic Jerzy Paja CSR ­ Philanthropic help for Pauline Monastery Jasna Gora in Czestochowa and the Convent of the Pauline Fathers on the Rock in Krakow. ­ The sponsor of the International Rudzki 12­hour Race. ­ Close relations with the local environment and people.

Actions towards the global climate changes ­ The enterprise is a member of The Club of Clean Business, which means that the enterprise has their own environmental politics. ­ To protect the environment they use only water­based paints . 47

Analysis of the content ­ CSR and global climate changes ­ On their own website there is no information about their CSR or global climate 48

changes.

45 http://www.rsp­bujakow.com.pl 46 http://odpowiedzialnybiznes.pl/artykuly/wplyw­csr­na­konkurencyjnosc­malych­i­srednich­firm­mali­ale­odpowiedzialni­przyklady­dobrych­praktyk­w­sektorze­msp­regionu­slaskiego/ 47 Ibidem 48 www.paja.pl

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­ The information about the SME comes from 2 sources: the article in Gazeta Wyborcza and 49

the website ResponsibleBusiness.pl . 50

4.6 Language analysis The language analysis focuses on the articles found in the Internet, which focus on three main information resources about CSR in Poland: the website of Responsible Business Forum, articles written about analysed SMEs (as they themselves have not written anything on their websites about CSR or global climate changes) and the language analysis of IKEA Poland, which is put on the IKEA chapter. In Polish language there are many terms used for corporate social responsibility. The following terms are in use:

corporate social responsibility, social responsibility of enterprises, social responsibility of organization, responsibility of enterprise, undertaking socially responsible activity by organization . 51

On the websites are often used words such as: improvement of the image, obligation, chance, support, responsibility. Below, there is an infographic about CSR in 2014 in polish media, made by Responsible Business Forum and Institute of Media Monitoring. According to this source there was 11644 publications about CSR in polish media (traditional newspapers and websites). 6942 of them were online publications. The most popular newspaper to publish the article about CSR, was Financial Newspaper . Between the cited quotes, that deserve to be mention, the last one is 52

about ecological production. Magdalena Krukowska mentions: The race of global concerns for the place on ecological podium continues.

49 https://scontent­cdg2­1.xx.fbcdn.net/hphotos­xfa1/t31.0­8/s960x960/475282_282845318465623_73516141_o.jpg 50 http://odpowiedzialnybiznes.pl/artykuly/wplyw­csr­na­konkurencyjnosc­malych­i­srednich­firm­mali­ale­odpowiedzialni­przyklady­dobrych­praktyk­w­sektorze­msp­regionu­slaskiego/ 51 http://www.toknowpress.net/ISBN/978­961­6914­02­4/papers/ML13­321.pdf 52 http://odpowiedzialnybiznes.pl/wp­content/uploads/2015/03/Infografika_Przegl%C4%85d­medi%C3%B3w­CSR­w­Polsce­2014.pdf

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The Website of Responsible Business Forum The crucial medium for the exchanging information about polish CSR, including the environmental issues, is the website of the Responsible Business Forum. According to the done research:

­ There is 270 publications connected with the word ecology. Only 3 of them is from 2015. In one of those articles there is also used another interesting sentence: increasing awareness of social issues and environment is the greatest cultural transformation of the XXI century . 53

Surprisingly, in this article France is mentioned: Taking into consideration the scale of the luxury goods market (industry sales in 2013 reached to 210 billion euros, of which one quarter was taken by the french brands), these [eco­friendly] behaviors can have a real impact on the environment, or to create a particular, more eco­conscious lifestyles . 54

­ There is 89 publications connected to the expression climate changes.

Only 5 of them is from 2015. In one of them Maciej Kozakiewicz, the first president of the FOB and now president and founder of Vital Poland Sp. zoo. says: It is unbelievable how many

53 http://odpowiedzialnybiznes.pl/aktualno%C5%9Bci/luksus­odpowiedzialny­spolecznie 54 Ibidem

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people during this time [15 years] changed CSR niche into real jobs in companies, the consulting business, science and even administration. There is a huge need in people to engage themselves and to do good no matter where they work . 55

In another article Margaret Konkol (Centre UNEP / GRD­Warsaw), coordinator of the Carrefour Poland’s campaign "Make a gift to yourself and the environment", says: By doing everyday shopping, we all have a real influence on that pressure on the environment ... The choices of billions of consumers around the world can therefore encourage manufacturers to care more about the environment in which we all live . 56

­ There are also: 445 publications connected to the expression balanced development

­ including 46 in 2015, 668 publications connected to the word ecological ­ including 17 in 2015 and 1526 publications connected to the word environment ­ including 98 in 2015.

SMEs:

Agricultural production cooperative "The Breakthrought": expressions connected with global climate changes in the article about the company : 57

­ an important aspect of environmental protection, ­ as a priority of its activities they set ecology, ­ an example of the ecological activities is construction of sewage treatment plant, ­ as a result, to a river flows clean water that meets all standards of physical and

chemical standards, ­ it did not happen that the outflow has exceeded environmental standards, ­ admirable, worth imitating, ­ at their own expense and because of their own free will, without pressure from the

authorities, cooperative society reforest gradually undeveloped tracts of land. The first article (on the website ResponsibleBusiness) about Auto Clinic Jerzy Paja is 58

focused on emphasizing raising the competitiveness of SMEs through CSR activities. The case study is one of the few examples of the efficiency of CSR and pro­ecological actions. Used expressions connected with global climate changes:

­ protecting the environment is an important factor in the company's strategy, ­ it is an important element of environmental protection, ­ the company undergo periodic environmental reviews and has created environmental

policy.

55 http://odpowiedzialnybiznes.pl/aktualno%C5%9Bci/fob­obchodzi­15­urodziny 56 http://odpowiedzialnybiznes.pl/aktualno%C5%9Bci/ekoakcje­w­centrach­handlowych 57 http://odpowiedzialnybiznes.pl/artykuly/wplyw­csr­na­konkurencyjnosc­malych­i­srednich­firm­mali­ale­odpowiedzialni­przyklady­dobrych­praktyk­w­sektorze­msp­regionu­slaskiego 58 http://odpowiedzialnybiznes.pl/artykuly/wplyw­csr­na­konkurencyjnosc­malych­i­srednich­firm­mali­ale­odpowiedzialni­przyklady­dobrych­praktyk­w­sektorze­msp­regionu­slaskiego/

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The article in Gazeta Wyborcza : 7 times comes CSR, local environment is only once 59

mentioned. The main focus is on the social site of CSR. There are used words such as: ­ employees, ­ confidence, ­ investment.

4.7. Conclusions: Poland The CSR subject in Poland is developing year by year. One of the main issues is now implementing the ecological resolutions in companies, no matter of the size. Nevertheless, only the big companies put an effort to communicate about their CSR actions (including those connected to the global climate changes), SME’s mostly still do not have proper way of communication (undeveloped websites and lack of social media). There are special organisations, which help with the information flow and develop polish CSR, such as Responsible Business Forum. Slowly developing polish communication of ecological CSR is very optimistic and focused on broader actions. As for now, most of the publications concerns the cases of big companies or international companies with polish branch. They focus mainly on waste recycling, water contamination and used energy. Found and analysed examples are focused on small companies (up to 50 employees), which do not have their channel of communication such as their own websites or social media. They were a part of environmental projects.

Most of the SMEs are not focused on promotion, HR and CSR activities; SMEs often do not have their own websites and social media channels; if they have

such channels they often treat them as leaflets and not as a way of the two­way communication.

CSR phenomenon is still a new thing for the SMEs, in contrast to the big companies, which often apply this resolution. The NGOs actions and governmental projects are aimed to help SMEs with adapting good resolutions.

In the context of environmental issues or global climate changes there are rarely small articles about the actions made by SMEs while the big companies do a lot of actions connected to the environmental and global changes issues. The topic is nearly invisible in the actions of SMEs, which prefer to focus on philanthropic aims.

The primary barriers of development companies, and as a result spending money for additional actions such as global climate changes, are insufficient financial resources (for 81% of companies). Other barriers are: limited access to credit, difficulties in collecting receivables, lack of skilled labor force, insufficient technology and lack of raw materials . 60

SMEs are mostly family businesses, multi­generational with craft traditions. Moreover, the enterprises have a history ­ they exists for many years.

59 https://scontent­cdg2­1.xx.fbcdn.net/hphotos­xfa1/t31.0­8/s960x960/475282_282845318465623_73516141_o.jpg 60 http://finanse.wnp.pl/male­i­srednie­firmy­napedzaja­polska­gospodarke,259310_1_0_2.html

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SMEs are run in the places of the owners’ residences or in their close neighborhood, so they are an integral part of the environment, the community from which they come from or live with it for many years, they are assimilated with it.

Finally, some of the owners of SMEs believe that their additional actions are their heartfelt duty and obligation . They are not the benefactors for company’s profit. 61

They often do not know the expression of “CSR”. They are rather philanthropists, who want to help people with the real problems or support the cultural, social or sport events. They want to see the effects of their help, long distance thinking about the environment or global climate changes is still rare and too abstract for them.

61 http://odpowiedzialnybiznes.pl/artykuly/wplyw­csr­na­konkurencyjnosc­malych­i­srednich­firm­mali­ale­odpowiedzialni­przyklady­dobrych­praktyk­w­sektorze­msp­regionu­slaskiego/

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5. United States: Case Study 5.1 Introduction of CSR in the United States

General US companies are not as heavily regulated as those in other developed nations, and climate change corporate responsibility is not addressed as a regulatory compliance issue but rather from a social and moral choice perspective. Companies now understand that corporate responsibility innovation must begin at the research and development phase. “It’s less about managing risks and more about how sustainable business practices can impact competitive differentiation and drive innovation,” CSR specialist Cramer says. According to a study by market research firm, Neilson, “Fifty­five percent of American online consumers say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact ”. The number is only increasing as the 62

internet and media are making corporate social responsibility more transparent to the consumer.

History of CSR in the United States In the late 19th century, with the emergence of the labour movement and spreading of slums triggered by the industrial revolution, businesses started to provide social welfare on a limited scale. The concept of Corporate Social Responsibility emerged in the 1950s in the United States. In 1953, CSR was defined as the obligations of businessmen to pursue their policies, to make their decisions or to follow their lines of action which are desirable in terms of the objectives and values of society. Specialists argued that businessmen are responsible for the consequences of their actions in a sphere wider than corporate financial performance including corporate social performance as well. In the 1970s, a specialist named Carroll constructed a three­dimensional CSR conceptual model, which consisted of corporate responsibilities, social issues of business and corporate actions. Since entering into the twenty­first century, more focus has been given to implementation of CSR initiatives and study of CSR impacts through observation rather than theory . 63

CSR effect on finances:

Stakeholders are taking more and more interest in CSR activity. They typically inject the interest of social and environmental concerns into investment activities so that their commercial behaviors can influence business practices while making adequate profits. By implementing social investment practices, shareholders or investors can give pressure on firms to operate reasonably and ethically in order to ensure business continuity. However, according to Forbes, CSR largely has no effect on financial success of a company . 64

5.1.2 Global Climate Change CSR in the United States

62 http://www.nielsen.com/us/en/press­room/2014/global­consumers­are­willing­to­put­their­money­where­their­heart­is.html 63 http://www.academia.edu/860777/A_history_of_corporate_social_responsibility_concepts_and_practices 64 http://www.forbes.com/2008/10/16/csr­doesnt­pay­lead­corprespons08­cx_dv_1016vogel.html

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Smaller companies in the United States often do not publish information regarding CSR on their websites. I hypothesize that this is because the small companies do not have a grand impact on the environment/working conditions/etc. so they do not feel obligated to not only publish such information but also they don’t feel obligated to obtain corporate social responsibility because their impact is so small compared to the large corporations of the US. Almost every company that publishes information on Corporate Social Responsibility proves to be responsible in the field of sustainability and global climate change. In fact, CSR and environmental sustainability practices have almost become synonymous in the States. The Huffington Post published an article titled “Don't Confuse Sustainability with Corporate Social Responsibility” in which the author reminds the reader that there are other ways to be responsible as a corporation than just being friendly to the environment in an effort to prevent global climate change. The United States is relatively lax on laws and regulations regarding global climate change, however, many companies and non­governmental organizations take voluntary and public steps towards controlling global climate change. 5.2 United States Government and CSR The Corporate Social Responsibility (CSR) team in the Bureau of Economic and Business Affairs leads the Department’s engagement with U.S. businesses in the promotion of responsible and ethical business practices. Their mission is to:

Promote a holistic approach to CSR to complement the EB Bureau’s mission of building economic security and fostering sustainable development at home and abroad.

Provide guidance and support for American companies engaging in socially responsible, forward­thinking corporate activities that complement U.S. foreign policy and the principles of the Secretary’s Award for Corporate Excellence (ACE) program.

Build on this synergy, working with multinational companies, civil society, labor groups, environmental advocates, and others to encourage the adoption of corporate policies that help companies "do well by doing good."

Provide support and guidance on major areas of responsible corporate conduct: good corporate citizenship contribution to the growth and development of the local economy innovation employment and industrial relations human rights environmental protection natural resources governance, including the Kimberly Process transparency anti­corruption trade and supply chain management intellectual property women’s economic empowerment

The Kimberly Process (KP) is a joint initiative of governments, industry, and civil society to stem the flow of conflict diamonds through establishing governance and improving transparency in

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the rough diamond trade. The US serves as Chair of the KP in 2012 and is working to strengthen the system, which now covers 76 countries. The CSR team also plays an important role in the international fight against corruption as leader of the US delegation to the OECD Working Group on Bribery. The group monitors enforcement of the Convention on Combating Bribery of Foreign Public Officials in International Business Transactions through an extensive peer review process. The team also consults with business on governance and accountability issues through the Strategic Dialogue with Civil Society, and participates in the Asia­Pacific Economic Cooperation (APEC) Anti­Corruption and Transparency Experts’ Working Group Secretary of State’s Award for Corporate Excellence recognizes the contributions of American businesses in furthering exemplary practices worldwide and for improving lives at home and abroad. Each year, the Secretary of State presents the ACE to a small­medium enterprise and a multinational firm at a ceremony held at the Department of State. Nominations are submitted by U.S. Embassies worldwide. 65

5.2.1 Environmental Protection Agency Established in 1970, The Environmental Protection Agency’s mission is to protect human health and the environment. The EPA is an agency of the government that works closely with congress to establish regulations for the United States regarding protection of the environment. They do most of their work through establishing grants, studying environmental issues, sponsoring partnerships, publishing information and educating. 66

EPA Administrator Gina McCarthy will travel to Paris for the 2015 United Nations Climate Change Conference (COP21) to focus on the progress the EPA has made and the need for ambitious climate targets from all countries. Among the information to be shared at COP21 are 67

the deliberate steps the EPA has taken and is continuing to take. These steps include: Collecting Emissions Data

EPA collects various types of greenhouse gas emissions data. This data helps policy makers, businesses, and the Agency track greenhouse gas emissions trends and identify opportunities for reducing emissions and increasing efficiency.

Getting Reductions EPA is reducing greenhouse gas emissions and promoting a clean energy

economy through highly successful partnerships and common­sense regulatory initiatives.

Evaluating Policy Options, Costs and Benefits EPA conducts economy­wide analyses to understand the economic impacts and

effectiveness of proposed climate policies. Advancing the Science

65 http://www.state.gov/e/eb/eppd/csr/ 66 http://www2.epa.gov/aboutepa/our­mission­and­what­we­do 67 http://www3.epa.gov/

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EPA contributes to world­class climate research through the U.S. Global Change Research Program and the Intergovernmental Panel on Climate Change. EPA's Office of Research and Development conducts research to understand the environmental and health impacts of climate change and to provide sustainable solutions for adapting to and reducing the impact from a changing climate.

Partnering Internationally EPA is engaged in a variety of international activities to advance climate change

science, monitor our environment, and promote activities that reduce greenhouse gas emissions. EPA establishes partnerships, provides leadership, and shares technical expertise to support these activities. Partnering with States, Localities and Tribes

EPA's State and Local Climate and Energy Program provides technical assistance, analytical tools, and outreach support on climate change issues to state, local, and tribal governments.

Helping Communities Adapt EPA's Climate Ready Estuaries and Climate Ready Water Utilities programs

help coastal resource managers and water utility managers, respectively, plan and prepare for climate change. 68

5.3 United States NGOs and CSR 5.3.1 Natural Capitalism Solutions Natural Capitalism Solutions is an American NGO recognized internationally for its work in the field of sustainability and global climate change focused on educating and consulting businesses and individuals on best practices for sustainability. They tell companies that focusing on sustainability and preventing climate change will add value to their company in a variety of ways including:

reduces costs through eco­efficiency; provides easier access to capital; reduces risks by being more responsible; better attracts and retains the best talent; drives innovation by setting such ambitious goals as rapid carbon

neutrality; enhances labor productivity by constructing green buildings; enhances brand equity; better manages supply and value chains; reduces the costs of distrust by operating in an ethical and transparent

manner.

68 http://www3.epa.gov/climatechange/EPAactivities.html

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Natural Capitalism Solutions focuses on three main principles as an NGO. First, to buy time by using resources dramatically and more productively. Doing this “slows resource depletion, lessens pollution, and increases employment in meaningful jobs. It lowers costs for business and society, halts the degradation of the biosphere, makes it more profitable to employ people, and preserves vital living systems and social cohesion” (NCS). Secondly, to redesign industrial processes and the delivery of products and services to do business as nature does, using such approaches as biomimicry and cradle to cradle. It “enables a wide array of materials to be produced with sunlight using processes that emulate nature’s genius”. Finally, to manage all institutions to be regenerative of natural and human capital because “such approaches implement the concept of ecological economics to create sustainable prosperity improving human well­being and social equity, while significantly reducing environmental risk and ecological scarcities.” . One way that Natural Capital 69

Solutions contributes to Corporate Social Responsibility is through their employee training program. They help clients strengthen their position as the industry leaders by providing cost­effective and robust e­learning programs. “The programs help clients to integrate sustainability deeper into the company’s operations and culture, resulting in increased profitability.” 5.4 Company Spotlight: Cariboo Coffee 5.4.1 About Cariboo Coffee Cariboo Coffee is a coffee company founded on the principle that “if passion, hard work and excellence go into an endeavor, the outcome will be a quality experience, and therefore rewarding” (Cariboo.com). They currently have 273 locations and take a very deliberate anti­corporate approach to running their company. The company was inspired after CEOs took a trip to the Alaskan wilderness and were inspired by the beauty of nature. This love of nature carries over into the company's Corporate social responsibility.

5.4.2 Cariboo CSR

69 www.natcapsolutions.org

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Cariboo Coffee location store manager, Ryan Gondeck, is quoted in saying, “I think protecting the environment is important because we’re borrowing this land from our kids and our grandkids.” Cariboo focuses on several areas of CSR including fair trade suppliers, green ingredients, store efficiency, and more. The store has received the prestigious Rainforest Alliance Certification. Rainforest Alliance Certified Farms “meet the comprehensive standards of the Sustainable Agricultural Network (SAN), which is a coalition of independent, non­profit conservation groups. The certification is built on three pillars of sustainability – environmental, social and economic” . 70

Materials Hot Cups

Currently actively searching for recyclable or compostable hot cup

Partnership with International paper International Paper (est. 1950) has committed to

reforestation program and has four billion tree seedlings and replanted a land area of the size of Massachusetts

Cold Cups

swapped original plastic material for polypropylene uses 15­30 percent less plastic

70 www. sustainablebrands.com

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Coffee Sleeves

implemented a basis weight change for all coffee sleeves­­2,000 pounds

Supplier of the Year Award

Lyon Magnus a supplier that won the company’s supplier of the year in 2014 Supplies ingredients for smoothies and juices Their commitment to preserving natural resources and

reducing their overall environmental footprint was the key value for us as we improved our overall supply chain footprint,” – Karen Francois, senior director of strategic sourcing

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Environment Report 2014

Introduce: commercial composting in 80% of stores due to budget constraints, they were able to implement

commercial composting program in 8 additional stores, 15 total. Achieve: store recycling metrics

maintained 98% participation in our store recycling programs Do better: by example

Incorporated “wood from the hood” in our NSOs and we remodel stores community tables with repurposed ceiling beams. Also replaced 45 stores’ exterior signs with energy efficient LED signage.

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Store Efficiency:

LED Lighting switched to LED lighting­­80% energy reduction average store’s energy savings from switching to LED is equal to

planting three acres of trees Reusing materials:

during remodel, use ceiling beams to create new community table for stores.

Partner with “Wood from the Hood”—organization that reclaims discarded trees from urban neighborhoods to create a community table that is unique to each store.

No more paper towels All new and remodeled stores are equipped with new hand dryers

which use 72% less CO2 than older dryers and 68% less CO2 than paper towels.

VOC­Free Paints All paint colors are made by Benjamin Moore and created with

no Volatile organic compounds (VOCs) Grounds for your ground

520,000 pounds of used coffee found new life in gardens thanks to this new program

Provide free bags of used coffee grounds to customers to be taken home and reused in a variety of ways

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Future goals:

Sourcing Support store recycling in Minneapolis by finding the right

materials and products Keep current on developments in sustainable hot cups Identify and present on alternative energy source Expand and protect position of 100% Rainforest Alliance

Certified Coffees Environment

Design store recycling program Implement store recycling in all Minneapolis stores by April 15,

2015 Maintain store recycling at 95% Conduct waste water usage analysis Revitalize support center recycling Conserve print resources by 25% Expand commercial composting from 15 stores to 50

5.5 Language Analysis The language published in CSR documents is very modern and “cool” in an attempt to make the idea of CSR trendy. This is because CSR is less monitored in the United States, so it has to be the will of the company. President Barack Obama, representing the United States government

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says, “Government and businesses have mutual responsibilities; and ... if we fulfill these obligations together, it benefits us all.” His way of saying it is the responsibility of the 71

government and the companies to work together puts pressure on all the be responsible. There are quite a few personal testimonials from employees and those impacted by companies exhibiting good CSR. There is also a strong focus on competition. For example, the Secretary of State has an award for companies with good practices in the way of Corporate Social Responsibility. Cariboo Coffee company awards suppliers who exhibit good, sustainable practices, as well. This plays to the competitive nature of humans and companies. Many companies publish a PDF document on their CSR practices. Such documents tend to have a strong focus on keywords. Common keywords include: grow, teach, save, heal, feed, goals, and good. Most of the publications also include big pictures and infographics. This is a way to make the document user friendly for all audiences. Because stakeholders, employees, suppliers and customers all have increasing interest in a company’s Corporate Social Responsibility. It affects how much the stakeholders want to invest, employees passion for their work, suppliers willingness to partner and customer’s willingness to remain customers to the company. Key words specific to global climate change are implemented throughout a company's publications as well. Familiar words associated with sustainability and global climate change are used in abundance including recycle, compost, sustainable, conserve, alternative energy, LED lighting, and “green”. 5.6 Conclusion In conclusion, the United State’s approach to global climate change Corporate Social Responsibility is very modern and individual. It is modern in the language and presentation of information through the use of infographics, images and keywords. Because CSR is largely not mandated by laws and legislations, businesses must be deliberate about their actions. Businesses are very public and forthcoming with any acts of corporate social responsibility that they perform. Through the aid provided by the government, Environmental Protection Agency and Non­Governmental Organizations, businesses large and small are empowered to make environmentally conscious decisions towards to subject of global climate change. Because of the size of and amount of press surrounding many United States companies, the decisions they make have global effects. Truly, it was difficult to find a company that did not publish information on corporate social responsibility, and most included information on environmental protection and global climate change. The vast majority of published information, however, is comprised of goals for the future. Time will only tell how successful these policies

71 https://www.whitehouse.gov/the­press­office/2011/02/05/weekly­address­if­business­and­government­fulfill­their­responsibilities

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and plans actually are. The United States, headed by the EPA, is looking forward to sharing their successes and plans at COP21 this year.

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6. South Korea: Case Study 6.1. Introduction of CSR in South Korea The concept of Corporate Social Responsibility (CSR) has been developing from past 20 years ago in social and economical way in South Korea. The main focus of CSR activities are to create a new bright generation, and to make eco­friendly business processes. The companies in South Korea perform a major role in social responsible activities. The survey conducted by the industrial Association Federation of Korean industries (KFI) in 2013 reported that at least 51% of their employees participated in volunteering activities for their community. Samsung Life Insurance’s employee volunteering participation rate, for example, was 90.4% in 2012. 191 of the sample had in place a volunteering promotion policy such as volunteering clubs for employees and their families. Nearly 40% had a volunteer leave system, where employees get time off for voluntary activities. Through the CSR events, the companies create a good image in the community, increased improvement of profit and value of the company. Because of these, the social involvement of companies in Korea has a major impact on customers behaviour. 72

72 http://writepass.com/journal/2012/12/corporate­social­responsibility­csr­in­south­korea

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6.1.1. Global climate change CSR in South Korea The Korean regulatory environment can pose challenges for all firms, both foreign and domestic. Laws and regulations are often framed in general terms and are subject to differing interpretations by government officials, who rotate frequently. Regulations are sometimes promulgated with only minimal consultation with industry and with only the minimally required comment period. Lastly, regulatory authorities often issue verbal guidelines or other legally enforceable dictates that many firms find burdensome and often difficult to follow. President Park’s deregulation plan seeks to eliminate the use of verbal guidelines and dictates or subject them to the same level of regulatory review as written regulations. The KORUS FTA also includes provisions designed to address such issues. For those South Korean firms that publish CSR reports, environmental impact, particularly on land and water resources, is the primary focus. 73

6.2. South Korea Government on CSR

73 http://www.state.gov/e/eb/rls/othr/ics/2015/241618.htm

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Korean society has been recognizing the importance of CSR during financial crises. This financial crisis introduced the concepts of CSR to Korean society. Chaebols, who are typically global multinationals owning numerous international enterprises, had been impacted fatally during the financial disaster. They established CSR and got involved in a variety of CSR activities including donations, community involvement, and adopting the codes of conduct. Korean CSR activities have a focus on donations since large donation is able to easily draw the attention of media and give the public a favorable impression yet do not require follow­up efforts afterward. It shows the tendency of Chaebols relying heavily on monetary donations as a solution for CSR problems. Nevertheless, CSR is now sourced in social norms­­either those derived from the customs and expectations of firms, or as memorialized by an increasingly large number of governance instruments (soft law in relation to the hard law of statutory regulation) developed by private or public actors. It is also impacts­based; it is measured with reference to the effects of corporate activity on stakeholders in any one of a number of fields of corporate activities. 74

6.3. South Korea NGOs on CSR In south Korea, the interest in CSR among NGOs is relatively new. In the past few years, large NGOs such as the Centre for Corporate Social Responsibility (CCSR), the Korean Federation of the Environmental Movement (KFEM) and People’s Solidarity for Participatory Democracy (PSPD) have engaged in CSR activities, like monitoring corporate CSR practices, evaluating sustainability reports, pursuing lawsuits related to corporate governance and lobbying the South Korean government to make CSR reporting a legal duty. Some unions, as well, have begun using CSR discourse and mechanisms as a means to pressure large corporations in relation to working conditions and labour rights. Some union CSR activities are concerned with the conduct of Korean capital in other countries. The majority, however, relate to corporations in South Korea and their exploitation of South Korean workers. 75

6.4. Company Analysis: Pulifline 6.4.1. About Pulifline

Pulifline is a company that produce tofu, and product with fruit juice. The company is aimed to provide safe and healthy foods that all consumers can enjoy without any doubt. The company collects various demands from consumers to provide better and best products throughout whole seasons. They also try hard to become an environmentally

74 http://lcbackerblog.blogspot.fr/2011/12/corporate­social­responsibility­in.html 75 http://old.amrc.org.hk/node/1206

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friendly company with their environment management system, for example, energy saving system and minimizing waste emission.

6.4.2. Pulifline CSR

Participating a project about <SCEM: Supply Chain Environment Management> with Korea ministry of Trade, Industry & Energy to create a network of environmental management system, and to participate in sustainable management.

With environment management system, the company can save water, minimize their waste emission to protect the environment and prepare for the global climate changes. And After producing their main product, tofu, the company recycles the scraps by fertilizing a field. In this way, the company can discharge their waste for free and it’s also good for the environment.

The company is not mainly focusing on climate changing issues, but environmental issues. However, because of their factory machines that produce CO2, which is the main cause of climate change, the company is trying to use eco­friendly equipments. Also with the waste that comes from all the machines, which produce methane gas while disposal them, the company don’t just throw away all the waste but reuse it by fertilizing a field. In this way, the company can save their money and also it is good for the nature and help preventing climate change.

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6.5. Language Analysis

These are the examples of the words that can easily found on the documents or websites about CSR in South Korea.

environment responsible new interactive progress cooperation international

But there are some differences between big companies and SMEs or NGOs. The big

companies, which are doing several different kinds of CSR activities describe their actions by using more powerful, motivated, and clear vocabularies. However, SMEs or NGOs which are doing less compared to those big ones are rarely using those words.

Some of the companies have the section of CSR on their website and describe what

they have done, what they are really doing now, and what they will do in the future. Also they have the charts of their improvements in CSR. The language they have used seems like they are really care about the environment by using professional data and sources.

From the government website, there are the sections of describing their work on CSR. It

looks like Korea is trying hard to do something about CSR. However, small companies don’t have any actions of CSR , or if it does have, the part of CSR in those companies is small. And the language they have used is unclear, unmotivated. It seems like Korea need to focusing not only on big companies, but on SMEs more.

6.6 Conclusion In south Korea, large companies have taken a huge part in developing the country after the Korean War in 1950s. Most of these companies are run by rich family members, which is the most important character in Korean business. The government and these corporations usually 76

have strong connection since they have the greatest influence in the Korean economy and the society. Although some of Korean corporates do some work on CSR in the 2000s, only a small amount of SMEs or NGOs do their work on it. In addition, there are few companies that are working on CSR and about environment or climate changes. As the Korean government wants to make the country into a green society, some obstacles make it hard to do that. However, it

76 http://lcbackerblog.blogspot.fr/2011/12/corporate­social­responsibility­in.html

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shows the effort of working on environmental CSR, so after few years, Korea can show the differences and improvements on CSR.

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7. Global case study ­ IKEA 7.1 Basic information IKEA is a multinational group of companies that designs and sells ready­to­assemble furniture, appliances and home accessories. It is one of the world's largest furniture retailers. It was founded in Sweden in 1943. Today there are 376 IKEA stores in 47 countries. In IKEA Group work over 164 thousand co­workers. 7.2 CSR idea of IKEA IKEA has been criticized for being environmentally unfriendly—its subsidiary, Swedwood, cuts down about 1,400 acres of forest a year and uses up 1 percent of the world's wood supply. Also, because of the low quality, cheap furniture, their products fill landfills. In response to these charges, IKEA has become very determined in its quest to be perceived as green, energy efficient, and socially responsible firm. In 1989, they named their first environmental manager, and today there is a separate division dedicated entirely to environmental concerns. Its goal is to run all stores and operations with renewable energy and make its products as sustainable as possible (curbed.com). Nowadays, The IKEA Group established the strategy of CSR: People&Planet Positive. IKEA Group Sustainability Strategy for 2020. The IKEA vision is to create a better every day life for many people. The business idea supports this vision. Prices at IKEA can never be achieved at the expense of people or the environment. It is a condition of doing responsible business. The actions of sustainable development at IKEA are implemented in three key areas: sustainable life at home, energy and natural resources, people and communities .The actions of IKEA are 77

often analysed and given as a good example of CSR actions in all the countries. Below main aims of the IKEA Group, which they want to achieve before 2020 : 78

­ the IKEA Group wants to produce as much renewable energy as they consume in their operations. ­ become 20% more energy efficient in their own operations by August 2015 and encourage and enable our direct suppliers to achieve the same by August 2017. ­IKEA aims to source 100% of their wood, paper and cardboard from more sustainable sources. ­ IKEA wants to use cotton sourced from more sustainable sources. ­ All home furnishing materials, including packaging, will be made from renewable, recyclable or recycled materials.

77 http://odpowiedzialnybiznes.pl/partnerzy/ikea 78 http://www.ikea.com/ms/pl_PL/pdf/reports­downloads/sustainability­strategy­people­and­planet­positive.pdf

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­ 90% of IKEA’s home furnishing products will be more sustainable with documented environmental improvements, covering both resource use and product functionality according to their sustainability product scorecard. In the report , the company emphasize lots of words connected to the global climate 79

changes. They pay attention towards the many environmental issues: climate change is a reality and inequality remains a critical issue…; … severe effect on weather patterns, water availability and agriculture; a lack of clean water, extreme weather; global carbon emissions continue to rise. The language, which they use towards their future actions is really positive and full of hope, for example:

­ a sustainable world that provides a great quality of life for many people, respects human rights and protects the environment is possible,

­ we can transform waste into resources; and protect our forests, farmlands, seas and rivers for future generations,

­ we want to strengthen our positive impact, ­ it means taking many steps, both large and small, that, together, will have

transformational impact. In June 2015 Chief Executive of IKEA Group Peter Agnefjall announced to Reuters News Agency that IKEA pledges 1 billion euros to help slow global climate change. IKEA is aware 80

of the global climate change issue and makes an effort to find a solution. “That’s why we are going all in to transform our business, to ensure that it is fit for the future and we can have a positive impact. This includes going 100 percent for renewable energy, by investing in wind and solar, and converting all our lighting products to affordable LED bulbs, helping many millions of households to live a more sustainable life at home.” says Peter Agnefjall. 81

IKEA branches all over the world, overview of CSR activities connected to the global climate changes:

Denmark Czech Republic Poland USA South Korea

5 stores 4 stores 9 stores 42 stores 1 store

1. uses a windmill to support half of the energy consumption of its Taastrup store

1. reduces the number of paper bags

2. recycles the waste 95% of the waste goes to

1. aims to use only LED lightning, which let the company to save the energy.

1. published a sustainability report for just the US stores

1. use only LED lights in the whole store to save the energy.

2. has invested over 6 billion won

79http://www.ikea.com/ms/pl_PL/pdf/reports­downloads/sustainability­strategy­people­and­planet­positive.pdf 80http://www.reuters.com/article/2015/06/04/us­ikea­climatechange­idUSKBN0OK0NN20150604#7G23zVGSSvqhkLVr.97 81 http://ecowatch.com/2015/06/04/ikea­fight­climate­change/

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2. assorted approx. 90% of its garbage in 2015

3. wants to make people buy more LEDs among other sustainable products.

4. main sponsor and jury member of the FSC Design Awards. The event challenges Danish design students to combine sustainability and design in wood.

5. tried out solar power cells in IKEA Aarhus which delivered power equivalent to the annual usage of 50 single­family houses

recycling or energy evaluation

3. does special project with NGO Tereza called 3xR (Reduce/ Renovate/ Recycle)

4. uses space­saving paper pallets in order to reduce the number of trucks on Czech roads and thus also CO2 emissions.

2. covered the IKEA stores roofs with solar panels.

3. has 4 wind farms, plans to buy 2 others to produce the energy covering all the energy demand of all IKEA’s areas.

4. uses pro­recycling materials, in Poznań IKEA (90% of the waste is devoted to recycling), in Łódź IKEA (action: drink tap water to reduce plastic).

5. has their own Sustainable Team dedicated to ecological education of workers.

2. signed a ‘Climate Declaration’

3. wants to improve sustainability (energy independence)

4. wants to produce renewable energy equivalent to 70% of the energy used in all buildings.

5. wants to utilize the $150 million invested into US stores to increase solar panel use from 90% to 100%.

6. wants to sell and use only LED lighting by 2016

7. continues to install geothermal units in IKEA store

into the store to make the solution of sustainability strategies.

3. put 3000 solar panels on the roof and generate their own electricity to use at the store.

4. installed heating system by using geothermal energy resources for energy efficiency and installed free stations for electric cars.

Key words connected with global climate changes in each country are the same:

positive changes, positive impact, protection of natural resources, better daily life, renewable energy resources, energy independence, energy efficiency, giving new life to old things, recycling,

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sustainable development

7.3 Denmark

Basic information ­ IKEA opened its first store in Denmark in 1969. ­ At the moment, Denmark holds five IKEA stores. ­ On October 5th 2007, The Danish Ministry of Environment gave IKEA permission to

build a new IKEA store measuring 33.000 m2. ­ Since IKEA is a major corporation in Denmark, it automatically goes under the obligatory

rules for big companies to make annual CSR reports. IKEA Denmark actions towards climate changes IKEA Denmark already uses a windmill to support half of the energy consumption of its Taastrup store. However, IKEA invested in a wind farm in Illinois consisting of 49 Vestas windmills from Denmark. This was part of its plan to be completely energy self­sufficient in 2020. IKEA Denmark assorted approximately 90 percent of its garbage in 2015, which is the highest number yet. For comparison IKEA Denmark assorted only around 63 percent in 2011. It is actively trying to reuse most of its garbage by producing furniture with sustainable materials. IKEA Denmark wants to make people buy more LEDs among other sustainable products. In 2015, 6,4 percent of the company’s revenue was from sustainable products placing it in top three after Sweden and Norway. The company has been a main sponsor and jury member of the FSC Design Awards. The event challenges Danish design students to combine sustainability and design in wood. Furthermore, IKEA Denmark tried out solar power cells in IKEA Aarhus which delivered power equivalent to the annual usage of 50 single­family houses (IKEADK 1) . 82

7.4 Czech Republic

Basic information ­ IKEA in the Czech Republic appeared in 1996. ­ The enterprise has now 4 stores in this country, two in the capital city Prague, one in the

second biggest city Brno and the last one in the third biggest city Ostrava.

Actions towards the global climate change

82 IKEA Denmark annual report 2015

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­ Czech branch of IKEA follows the general CSR strategy of IKEA: People & Planet Positive, which cares about economical and sustainable behaviour of households and people and communities. The company has set several targets in different fields of interest and its Czech franchises make an effort to follow the global IKEA's CSR strategy. “Meeting goals such as the inspiration of customers to a more sustainable life at home, economical operation of department stores or minimizing the waste at the local country level is crucial to the success of this strategy on a global level," says Vladimir Víšek, manager of sustainable development at IKEA Czech Republic. 83

­ IKEA is trying to protect the environment and also fight against the global climate change on the local level. The activities in the Czech republic include reducing the number of paper bags , recycling the waste (IKEA website says that 95 % of the waste goes to 84

recycling or energy evaluation), special project with NGO Tereza called 3xR (Reduce/ Renovate/ Recycle) and usage of space­saving paper pallets in order to reduce the number of trucks on Czech roads and thus also CO2 emissions.

The project 3xR ­ 3xR project was created in cooperation with the Tereza Association and IKEA Czech

Republic, who share the same idea of a sustainable development. ­ IKEA Czech Republic donates gathered material such as waste or damaged furniture to

the designers who are supposed to create new products, that are sold at an auction. The gained money goes to the support of further NGO's activities.

­ "We wanted to come up with a project that does not annoy people and moralize. On the contrary, our task was to put a spotlight on the big topic of today – a waste.” says Judith Nechvátalová from the Tereza Association.

­ Czech branches do not have a separate budget for CSR activities, all projects are therefore implemented as an integral part within the budgets of individual departments. In all activities in the field of sustainability IKEA Czech Republic is investing tens of millions Czech crowns annually. 85

­ In 2015 the IKEA at the local level joined the UN Global Compact, the world's largest corporate sustainability initiative.

­ On the Czech version of IKEA website there are special sections dedicated to CSR activities. The language used include terms such as: positive changes, protection of natural resources, renewable energy resources, energy independence, giving new life to old things, recycling.

83Asociace společenské odpovědnosti. IKEA ČR členem Asociace společenské odpivědnosti. 2015. (accessed 20­11­2015). Available at <http://www.spolecenskaodpovednostfirem.cz/obsah/366/ikea­cr­clenem­asociace­spolecenske­odpovednosti/ > 84 Marketing a Media. IKEA ruší tašky na jedno použití. 2013. (accessed 20­11­2015). Available at <http://mam.ihned.cz/c1­61216760­ikea­rusi­papirove­tasky­na­jedno­pouziti> 85KADLAS BLUMELOVÁ, K. iHned.cz. 2015. (accessed 20­11­2015). Available at <http://byznys.ihned.cz/c1­64741490­ikea­da­miliardu­eur­na­boj­proti­zmene­klimatu­bude­fungovat­jen­na­zelenou­energii>

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­ IKEA Czech republic maintains good media relations and communicates with Czech media, such as Hospodářské noviny (daily newspapers), Strategie (magazine for professionals in media and communication, published monthly) or web page bussinessinfo.cz about its actions. The manager for sustainable development is often quoted or interviewed.

7.5 Poland Basic information ­ Ikea in Poland appeared in 1991. ­ The enterprise has now 9 stores in this country. ­ By Inter IKEA Centre Group Poland, the company has built and manages seven parks

and shopping centers. In Jarosty near Piotrkow Trybunalski there is located Regional Distribution Centre, which supports IKEA stores in Poland, the Czech Republic, Slovakia, Romania, Bulgaria and Hungary.

Actions towards the climate global changes: Polish branch of IKEA makes a lot of effort to follow the general strategy of IKEA: People & Planet Positive. IKEA Group Sustainability Strategy for 2020.

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The company is involved deeply in the ecological issues: ­ One of them is saving energy. Nowadays, there are actions to implement lightning changes up to the end of 2015. After that time, all polish IKEA shops should use only LED lightning, which let the company to save the energy. ­ Anna Pawlak­Kuliga ­ vice president of IKEA Retail in Poland, said that polish IKEA Group has now wind farms in Wróblewo, Rymanów, Bukowsko and Łęki Dukielskie and is planning to buy two others. As a result of this investments, IKEA will produce the energy on the level sufficient for coverage all the energy demand of IKEA’s shops, fabrics, distribution centres and offices . 86

­ IKEA stores roofs are covered with solar panels. ­ IKEA also develops with using pro­recycling materials, for example: more than 90% of the waste generated by Poznan IKEA Retail store is devoted to recycling . 87

­ IKEA engages into local projects, such as convincing the citizens of Łódź to drink the tap water, (which is filtered and rich in minerals) to prevent spreading plastic bottles. ­ IKEA does also special Green Areas in their stores to show people how they can put their impact on the environment, how they can save the energy by the products and good practicies. On the IKEA Poland website there is a lot of positive words, which describes CSR and environmental actions, such as: positive impact, inspiration, independence, better daily life, huge potential. Also the words with thoughtful meaning, such as: sustainable development, save, energy efficiency. 7.6 USA

First IKEA in the United States opened in 1985 As of October 2015, there are 42 stores open in the United States.

86 http://odpowiedzialnybiznes.pl/artykuly/wiecej­z­mniej­czyli­strategia­ikea­people­planet­w­dzialaniu 87 http://asbiznesu.pl/dobre­praktyki/953­i­coz­ze­ze­szwecji­ikea

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In 2013, IKEA published a sustainability report for just the United States stores. On April

10, 2013, IKEA along with other major brands including Intel, Starbucks and others, signed a ‘Climate Declaration’ in coordination with BICEP Business for Innovative Climate and Energy policy. This document asserts that tackling climate change is one of the greatest economic opportunities of the 21st century. One of IKEA US’s biggest goals for improving sustainability over the next few years is to be research and energy independent. To achieve this, they have created four smaller goals:

To produce renewable energy equivalent to 70% of the energy used in all buildings.

To utilize the 150 million dollars invested into US stores to increase solar panel use from 90% to 100%.

To sell and use only LED lighting by 2016 To continue to install geothermal units in existing stores and to use them in all

new structures.

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7.7 South Korea

Basic information IKEA in South Korea appeared in 2014. (18 December 2014) They set the goal that they will be the most eco­friendly store in Korea.

Actions toward the global climate change

IKEA Korea has invested over 6 billion won into the store to make the solution of sustainability strategies.

IKEA Korea put 3000 solar panels on the roof and generate their own electricity to use at the store.

They use only LED lights in the whole store to save the energy. To utilize the energy more efficiently, they installed heating system by using

geothermal energy resources and installed free stations for electric cars. IKEA Korea seems like they are making a great effort to do good for the

environment. They are keep using the words, such as eco­friendly, energy

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saving, efficient, and sustainability to show their interests in global environment issues.

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8. General Conclusion Conclusively, the research team has found that global climate changes is a topic much spoken about among the five countries, in the recent years. What is interesting is the concentrated rise in effort from the governments to act. The level of each nation’s participation in the climate change debate is different. With the world's first Ministry of Environment, Denmark has ever since outspokenly been for protecting and enhancing nature through numerous projects, up until today. These projects have been and are still being carried out by the Danish Nature Agency. The Danish Nature Agency functions as the long arm of the ministry and actively implements adopted laws into the society and environment in Denmark. The concept of corporate social responsibility is an emerging trend in the Czech Republic. Czech CSR has business­led character, the Government supports the spread of the concept and informs and develop it continuously. Concerning the issue of global climate change, the research shows that this orientation appears rather occasionally in business strategies, more at big companies than SME. Detailed and continuous communication of climate change problematics is shown at websites and social media of Czech NGOs such as GreenPeace CZ, Czech Climate Coalition or The Association of ecological organizations, Green Circle. When speaking about COP21, some of Czech NGOs prepared conferences, exhibitions or special events in connection with the upcoming summit in Paris to inform Czech people about the issue. Corporate Social Responsibility in Poland is a relatively new phenomenon. It is often treated as another marketing tool. Used mainly by big companies and branches of international enterprises. SMEs do more philanthropic, local actions. They involve themselves in environmental issues as well, with the aim of improving productivity and being eco­friendly for customers, nevertheless they do not talk about it. The communication about slowly developing ecological CSR is very optimistic and focused on broader actions. As for now, most of the publications concerns the cases of big companies or international companies with polish branch. They focus mainly on waste recycling, water contamination and used energy. The United State’s approach to global climate change Corporate Social Responsibility is very modern and individual. It is modern in the language and presentation of information through the use of infographics, images and keywords. businesses must be deliberate about their actions. Businesses are very public and forthcoming with any acts of corporate social responsibility that they perform. Through the aid provided by the government, Environmental Protection Agency and Non­Governmental Organizations, businesses large and small are empowered to make environmentally conscious decisions towards to subject of global climate change. Because of the size of and amount of press surrounding many United States companies, the decisions they make have global effects. Truly, it was difficult to find a company that did not

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publish information on corporate social responsibility, and most included information on environmental protection and global climate change. The vast majority of published information, however, is comprised of goals for the future. Time will only tell how successful these policies and plans actually are. The United States, headed by the EPA, is looking forward to sharing their successes and plans at COP21 this year. The concept of CSR in South Korea has been developing from past 20 years ago. The main focus of CSR activities is to create a new bright generation and to make eco­friendly business processes. Some of the big companies in Korea are doing their own CSR activities and have their own strategies. They usually focus on society, local community, and environment. About the global climate change issues, it is hard to find a company which is only focusing on this one issue. But it is good to say that more and more companies in Korea are realizing the importance of it, and showing this by starting some small actions. However, SMEs or NGOs are rarely showing the actions towards CSR and global climate change issues. The main reason is that it is a relatively new concept in Korea. It shows that Korea need to do some more work on CSR, not only with big companies but also with SMEs and NGOs.

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9. Contacts 9.1 Denmark

Lasertryk.dk, CEO Esben Mols Kabell (responsible for environmental concerns) emk@lasertryk.dk

The Danish Ministry of Environment informationscenter & The Danish Nature Agency Phone: + 45 7012 0211 Mail: info@mim.dk

Danish Business Authority Phone: +45 3529 1000 Email: erst@erst.dk

9.2 Czech Republic Ing. Lucie Mádlová, Ph.D., CEO of the Association for Corporate Social

Responsibility, madlova@a­csr.cz Mgr. Kateřina Kopetzká, spokesperson for the Czech branch of Global Compact

ČR, kopetzka@a­csr.cz Vladimír Víšek, sustainable development manager, IKEA Czech Republic,

Vladimir.Visek@ikea.com PR department, Hennlich, hennlich@hennlich.cz Pavel Milan Černý, CEO of Econea, pavel@econea.cz Změna klimatu.cz, Petra Honcová, spokesperson, petra.honcova@ecn.cz

9.3 Poland

Agnieszka Siarkiewicz, Media and promotions coordinator ­ Responsible Business Forum, +48 669 510 483, agnieszka.siarkiewicz@fob.org.pl

Refa Wielkopolska Association, 3xenvironment,biuro@refa.pl Katarzyna Guzek, Spokeswoman, katarzyna.guzek@greenpeace.org Jerzy Paja, paja@paja.pl, +48 607 884 889 Agricultural production cooperative "The Breakthrought",

przelom.bujakow@wp.pl, +48 32 23 54 930 9.4 United States of America

DoGood Campaign from Cariboo communications@cariboocoffee.com

Melike Ann Yetken, Senior Advisor for Corporate Social Responsibility and US National Contact Point for the OECD Guidelines for Multinational Enterprises.

https://www.linkedin.com/pub/melike­yetken/1a/620/13 Government

csr@state.gov 9.5 South Korea

Seung Taek, Jeong

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CEO of Pulifline +82­043­642­2151 pulifline@hanmail.net

Kyun, Kim Representative of PSPD +82­2­723­5300

Hyunduk, Jang Representative of CCSR +82­2­782­9418 ccsr@ccsr.or.kr

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10. Modalities (Contact Information for each team member) Vladana Drvotová (CZ)

Univerzita Karlova, Prague vladanadrvotova@gmail.com

Kamila Potapiuk (PL)

Uniwersytet Wrocławski kamilapotapiuk@gmail.com

Abby Marie Listerman (U.S.A.)

University of Cinicnnati abbymlisterman@gmail.com

Hyein Shim (KR)

Hankuk University of Foreign Studies, Seoul haileyshim123@gmail.com

Andreas Woodall Thomsen (DK)

Roskilde Universitet alexflyes@gmail.com

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0_0.html>

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<http://300polityka.pl/news/2015/11/25/stanowisko­rzadu­przed­cop21­polska­zapewnia­

ze­chce­porozumienia­i­stawia­na­gospodarke­przestrzenna>

Infographics:

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20.10.2015)

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%C4%99biorc%C3%B3w.jpg (accessed 28.10.2015)

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20.10.2015)

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go­Biznesu_1200x490.jpg (accessed 20.10.2015)

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(accessed 20.10.2015)

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03.11.2015)

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­medi%C3%B3w­CSR­w­Polsce­2014_grafika.jpg (accessed 20.10.2015)

10. http://www.ikea.com/ms/pl_PL/ikny_splash.html (accessed 20.10.2015)

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11. http://odpowiedzialnybiznes.pl/artykuly/wiecej­z­mniej­czyli­strategia­ikea­people­planet­

w­dzialaniu (accessed 20.10.2015)

12. http://asbiznesu.pl/dobre­praktyki/953­i­coz­ze­ze­szwecji­ikea (accessed 03.11.2015)

The United States of America

1. Adams, Anne­Taylor. "Press Room ." Neilson. The Neilson Company, 17 June 2014. Web. <http://www.nielsen.com/us/en/press­room/2014/global­consumers­are­willing­to­put­their­money­where­their­heart­is.html>.

2. Bureau Of Economic And Business Affairs. "Corporate Social Responsibility in the

United States." (n.d.): n. pag. 2015. Web. <http://www.state.gov/documents/organization/189475.pdf>.

3. "Cariboo Coffee Annual Do Good Report." Cariboo Coffee. Cariboo Coffee, 2014. Web.

<https://cariboucoffee.app.box.com/s/cwi0wd575rye33v2brtos7ljtwx1ctuq>.

4. "Case Study: Corporate Social Responsibility in the US." Triple Pundit People Planet Profit. N.p., 20 Mar. 2011. Web. <http://www.triplepundit.com/2011/03/case­study­corporate­social­responsibility/>.

5. "Company Information." Cariboo Coffee. N.p., n.d. Web.

<https://www.cariboucoffee.com/corporate­folder/our­company/company­info>.

6. "Corporate Social Responsibility." U.S. Department of State. U.S. Department of State, n.d. Web. <http://www.state.gov/e/eb/eppd/csr/>.

7. "Developments in the Context of Corporate Social Responsibility." (n.d.): n. pag.

UNESCAP. Web. <http://www.unescap.org/sites/default/files/6%20­%20Chapter%20II_Developments%20in%20the%20concept%20of%20CSR.pdf>.

8. Hirst, Arlene. "How Ikea Became America's Furniture­Selling Powerhouse." Curbed.

N.p., 8 Oct. 2014. Web. <http://curbed.com/archives/2014/10/08/how­ikea­became­americas­furnitureselling­powerhouse.php>.

9. "Secretary of State's Award for Corporate Excellence." U.S. Department of State. U.S.

Department of State, n.d. Web. <http://www.state.gov/e/eb/ace/index.htm>.

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10. Vogel, David. "CSR Doesn't Pay." Forbes. Forbes Magazine, 16 Oct. 2008. Web. <http://www.forbes.com/2008/10/16/csr­doesnt­pay­lead­corprespons08­cx_dv_1016vogel.html>.

South Korea 1. Business Backs Education (2015). Creating a baseline for corporate CSR spend on global education initiatives 2015. 2. Rodrigo. Corporate social responsibility (CSR) in South Korea. 2010, (accessed 22 October 2015). Available on <http://writepass.com/journal/2012/12/corporate­social­responsibility­csr­in­south­korea/> 3. Liu, Kendrick. 2015 Investment climate statement ­ Republic of Korea. 2015, (accessed 22 October 2015). Available on <http://www.state.gov/e/eb/rls/othr/ics/2015/241618.htm> 4. Liem, Wol­san. Corporations, Unions and CSR in South Korea. 2011, (accessed 5 November 2015). Available on <http://old.amrc.org.hk/node/1206> 5. Backer, Larry. Corporate Social Responsibility in Korea. 2011, (accessed 5 November, 2015). Available on <http://lcbackerblog.blogspot.fr/2011/12/corporate­social­responsibility­in.html>

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12. Appendix E­mail communication with experts and companies 12.1. Denmark Lasertryk.dk mail exchange The CEO Esben Mols Kabell answered directly below each questions. Vi er en gruppe på fem internationale kommunikationsstuderende på SciencesCom på Audencia i Nantes, Frankrig. I forbindelse med vores semesterprojekt i kommunikation i Frankrig søger vi at sammenligne anvendelsen af 'corporate social responsibility' med andre nationaliteters brug. Miljøhensyn i CSR for små­ og mellemstore virksomheder er projektets hovedfokus. Den kommende COP21 konference i Paris fungerer som katalysator for projektets fokus. Gruppens fem medlemmer er henholdsvis fra USA, Sydkorea, Polen, Tjekkiet og Danmark. Som dansker har jeg valgt jeres firma, Lasertryk.dk, som case for dansk CSR. Lasertryk.dk kom frem på Erhvervsstyrelsens site angående pilotprojektet med små­ og mellemstore virksomheder. Netop kendsgerningen at papirtrykkeri og miljøet arbejder tæt sammen gør Lasertryk.dk til en meget interessant case. Derfor er mit nuværende mål at beskrive Lasertryk.dk's anvendelse af CSR i forbindelse med Erhvervsstyrelsens relevante retningslinjer. Audencia's CSR afdeling er vores klient, og de vil modtage den endelige rapport. Af den årsag er vi meget interesserede i at tilføje dine ord, som miljøansvarlig for Lasertryk.dk, til rapporten. På forhånd tak. Venlig hilsen Andreas A. C. Thomsen ­­­­­­­­­­­­­­­­­­­ Spørgsmål:

Hvordan forbereder I jer til COP21 i Paris? Hvad ønsker I at se ske til dette års COP21?

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Vi har ikke forberedt os til COP21 i Paris. Vi er en mellemstor dansk virksomhed, der har som primært formål at sælge tryksag. At vi gør det på en så miljørigtig måde som muligt er en del af vores løbende CSR­arbejde, men vi er jo ikke som sådan en miljøorganisation, der deltager aktivt i en konference som den i Paris.

Synes du at Erhvervsstyrelsens nuværende arbejde med SME'er er effektiv? Er der noget der kan forbedres?

Vi var med i Erhvervsstyrelsens udvikliklingsprojekt for CSR i små og mellemstore virksomheder sidste. Det var et udmærket forløb. Inden vi gik i gang med det var vi i virkeligheden ret langt fremme på CSR i forhold til mange andre mindre virksomheder. Det skyldes nok at vores branche helt generelt har været i føretrøjen, når det kommer til fx Svanemærkning, mijørigtig produktion og genbrug. Igen noget, der nok er en konsekvens af at reklametryksager er ret udskældte og af mange betragtes som et ressourcespild – noget vi også har taget en del op for nylig. Det kan I bl.a. Se på vores facebook og under nyheder på vores hjemmeside. Noget af det vi fik ud af pilotprojektet var en øget fokus på medarbejdertrivsel og hvilke værdier det kan skabe for virksomheden, men også samfundet omkring os. Jeg tror at skal Erhvervsstyrelsen gøre noget hurtigt og effektivt, så burde de udgive en lille vejledning med hvad CSR handler om og hvad man bør gøre som et minimum, hvis man vil agere som en ansvarlig virksomhed. Grafisk Arbejdsgiverforening (Grakom) har fx lavet et Branche­CSR kodeks. Det er den første brancheforening der har lavet et sådant – og det er smart, for det fungerer nærmest som en lille manual for hvad man skal huske at have kigget på, hvis man vil undgå de største huller i ens CSR­profil.

Hvordan ser du på udviklingen af CSR i Danmark de næste fem år? Jeg er helt sikker på at det er noget, der vil få mere og mere fokus. Dels pga miljøet, men vi ser også andre ting – som fx mærkningen af varer fra bosættelser ved Israel – vinde frem. For vores branche handler det nok om at nogle af indkøberne af tryksager bliver mere og mere opmærksomme på, hvor fx papirfibrene kommer fra. Vælger de et dansk trykkeri kan de være ret sikre på at det kommer fra bæredygtigt skovbrug. Får de det trykt i Kina er der en stor risiko for at der findes træfibre fra regnskovstræer i papirmassen. 12.2. Czech Republic E­mail sent to Mgr. Kateřina Kopetzká, Association of Corporate Social Responsibility Czech Republic, no response Vážená paní Kopetzká, dovoluji si Vás kontaktovat s prosbou o zodpovězení několika málo otázek o problematice českého CSR aplikovaného malými a středními podniky. Na francouzské univerzitě Audencia v Nantes připravujeme semestrální práci, zabývající se úrovní CSR v jednotlivých evropských zemích.

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Pokud byste si našla čas na krátký komentář k následujícím tématům, byla bych Vám velice vděčná. ­ Dle Vašeho názoru, jakým směrem se ubírají CSR aktivity českých malých a středních firem? (Co je trendem?) ­ Zajímají se malé a střední firmy o změnu klimatu? ­ Jak byste vy osobně zhodnotila úroveň angažovanosti firem v rámci společenské odpovědnosti obecně v České republice oproti zahraničí? Přeji Vám hezký den. S pozdravem Vladana Drvotová E­mail sent to the PR department of Hennlich s. r. o., no response Dobrý den, dovoluji si Vás kontaktovat s prosbou o zodpovězení několika málo otázek o vaší CSR strategii. Na francouzské univerzitě Audencia v Nantes připravujeme semestrální práci, zabývající se úrovní CSR v jednotlivých evropských zemích. Pokud byste si našli čas na krátký komentář k následujícím tématům, byla bych Vám velice vděčná, stejně jako za příležitost vás v práci citovat. ­ Jednou z oblastí CSR, kterou aplikujete, je ochrana životního prostředí. Jste si vědomi problému změny klimatu a myslíte ve svých postupech a strategiích také na toto téma konkrétně? – Pokud ano, jak toto téma komunikujete/budete komunikovat? Přeji Vám hezký den. S pozdravem Vladana Drvotová 12.3. Poland

1. E­mail sent to Katarzyna Guzek, Greenpeace Polska Szanowna Pani, jestem studentką francuskiej uczelni Audencia­SciencesCom. W ramach zajęć Micro­Agency przygotowuję raport dla Chaire Responsabilité Sociétale des Entreprises d'Audencia dotyczący CSR w kontekście globalnych zmian klimatycznych. Raport obejmie informacje o takich krajach jak USA, Dania, Południowa Korea, Czechy czy Polska.

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Chciałabym poprosić Państwa, jako specjalistów w temacie ochrony środowiska, o krótką wypowiedź na temat kondycji polskiego CSR w kontekście działań na rzecz środowiska oraz zapobiegania zmian klimatycznych. Czy, z Państwa perspektywy, biznes w Polsce chętnie angażuje się w działania na rzecz zapobiegania globalnym zmianom klimatycznym? Jakiego typu najczęściej są to działania? Chciałabym umieścić Państwa wypowiedź w powyżej wspomnianym raporcie, który pozwoli Chaire Responsabilité Sociétale des Entreprises d'Audencia przygotować się do COP21, który w tym roku obywa się w Paryżu. Raport będzie w języku angielskim. Z wyrazami szacunku, Kamila Potapiuk Response: Pani Kamilo, A czy możemy się umówić na telefon w tej sprawie? Będzie szybciej mam nadzieję i sprawniej. Chyba, że zależy Pani na odpowiedzi pisemnej. Wtedy potrzebuję informację jak długi miałby być ten nasz komentarz. Pozdrawiam, Katarzyna Guzek My response: Dzień dobry, preferowałabym odpowiedź pisemną, niedługą ­ żeby niczego nie pomylić później w zamieszczaniu komentarza w raporcie. Komentarz powinien zajmować ok. 1/3 strony A4. Bardzo dziękuję za szybką odpowiedź! Pozdrawiam, Kamila Potapiuk No response 2. E­mail sent to Agnieszka Siarkiewicz ­ Forum Odpowiedzialnego Biznesu Szanowna Pani, jestem studentką francuskiej uczelni Audencia­SciencesCom. W ramach zajęć Micro­Agency przygotowuję raport dla Chaire Responsabilité Sociétale des Entreprises d'Audencia dotyczący CSR w kontekście globalnych zmian klimatycznych. Raport obejmie informacje o takich krajach jak USA, Dania, Południowa Korea, Czechy czy Polska.

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Strona Forum Odpowiedzialnego Biznesu bardzo pomogła mi w uporządkowaniu informacji o polskim CSR. Chciałabym poprosić Państwa, jako specjalistów w temacie, o krótką wypowiedź na temat kondycji polskiego CSR w kontekście działań na rzecz środowiska oraz zapobiegania zmian klimatycznych. Czy małe i średnie firmy angażują się w działania CSR? Czy w Polsce temat globalnych zmian klimatycznych jest popularny w środowisku biznesu? Chciałabym umieścić Państwa wypowiedź w powyżej wspomnianym raporcie, który pozwoli Chaire Responsabilité Sociétale des Entreprises d'Audencia przygotować się do COP21, który w tym roku obywa się w Paryżu. Raport będzie w języku angielskim. Z wyrazami szacunku, Kamila Potapiuk Response: Pani Kamilo, w najbliższych dniach będzie nam bardzo ciężko wypowiedzieć się ­ inne zobowiązania. Chyba że mogłaby Pani powołać się na wypowiedź, którą w tym roku udzieliła Marzena Strzelczak, dyrektorka generalna Forum Odpowiedzialnego Biznesu dla http://www.utu.fi/en/units/tse/units/PEI/BRE/Documents/BRE%202_2015%20final.pdf str. 24. Tylko wtedy trzeba z wydawcą ustalić prawo do wykorzystania tego materiału. Pozdrawiam serdecznie Agnieszka Siarkiewicz 12.4. United States of America Email sent to CSR head at Cariboo Coffee Madam, Hello! I am an American student studying at the French University—Audencia Sciencescom in Nantes, France. For a class project, we are doing a case study for a Corpororate Social Responsibility firm called "Chaire Responsabilité societal des Entreprises d’Audencia”. They are preparing for COP21 in Paris, a conference that focuses on global climate change. They asked my group, comprised of students from 5 different countries, to explore the language of CSR in our own countries. As a specialist in the topic of environmental protection for a US Company, Cariboo Coffee, I was wondering if you would provide a statement or more for our final document. I would really appreciate your answers to any or all of the questions below:

1. In your perspective, what is the general attitude towards CSR, especially as it relates to Global Climate Change by businesses of all sizes in the United States?

2. What are the most common practices? 3. Why does Cariboo Coffee act social responsible?

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Thank you for any assistance you are able to provide. Abby Listerman 12.5. South Korea E­mail sent to Pulifline 안녕하세요, 저는 현재 프랑스 낭트에 위치한 Sciencescom이라는 학교에서 공부하고 있는 심혜인이라고 합니다. 저는 다양한 외국 학생들과 함께 중소기업과 기업의 사회적 경영에 관련된 팀 프로젝트를 진행하고 있는데, 인터넷 조사 중 <풀잎라인>의 활동에 관심이 생겨 이렇게 메일을 보내게 되었습니다. 제가 풀잎라인의 홈페이지에서 본 바로는 현재 환경과 관련한 다양한 일들을 하고 있는 것으로 생각됩니다. 혹시 환경 관련 분야 중에서도 기후변화와 관련해 더 중점적으로 활동하고 계신 것이 있으신가요? 이번 COP21에 맞추어 기후 변화와 관련된 사항이 있으면 더 조사해보고 싶어 이렇게 여쭙니다. 그럼 풀잎라인의 답변을 기다리고 있겠습니다. 감사합니다. 12.6. Research on communication of big Czech companies CSR policy

1. ČEZ

ČEZ is the largest utility and biggest public company in Central and Eastern Europe. Its majority shareholder is the Czech government, owning 70% of shares. Its core business is the generation, distribution, trade in, and sales of electricity and heat, trade in and sales of natural gas, and coal extraction. In 2015 the company has had cca 25 800 employees. Analysis of the Company's Communication of CSR

1. Communication channel: official website Link: http://www.cez.cz/

Type: articles, reports Date: regularly updated

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Messages: donorship and partnership programs, environmental protection, social responsibility

The company informs public about their actions in form of annual reports that are very detailed. The company's CSR comprises of different pillars, the environmental protection is only the one part of extensive social responsible activities. Their website provide structured information about their environmental policy. They also have a special project about electromobility. 2. Communication channel: Facebook

Link: https://www.facebook.com/CEZlidem Number of fans: 16 428

Type: posts Date: regularly updated Messages: charity, help, social responsible actions

The Facebook page ČEZ lidem uses friendly language and target broader audiences than company's official website. The posts communicate company's social responsible actions, such as engagement in charity and donorship.

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2. Letiště Praha Václav Havel Airport Prague is the largest international airport in the Czech Republic and the largest among the new members of the EU. Prague Airport cooperates closely with the Ministry of Transportation of the Czech Republic, the Office of Civil Aviation, Air Navigation Services of the Czech Republic Corp., airlines and public administrative bodies both in the aviation sector and outside it. Finally, it cooperates with the City of Prague and nearby towns. The airport has more than 2000 employees. Prague Airport's CSR issues include: air protection, minimizing of air traffic noise, air quality biomonitoring using bees, water protection and building good and stable relations with their surroundings. The company has introduced and implemented a number of measures to minimize its negative impact on the environment. Concerning the climate change issue, the airport is not communicating the topic regularly. However, for example on 31st February 2012 they published a press release “Prague airport playing its part in industry effort on climate change” that communicate the airport's participation in the voluntary carbon management certification programme, Since 2010 airport tooks part in climate change initiative, Airport Carbon Accreditation. Recently, they also communicated this topic on their Facebook. The airport published a short video with the simple message that they are one of the world's airports responsible towards climate change. Since joining the initiative, the airport has been able to reduce its carbon footprint by 7 % total. Prague Airport has designated a 9% reduction in its carbon footprint as its target for 2017 (based on its carbon footprint in 2009). Analysis of the Company's Communication of CSR

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1. Communication channel: Facebook Link: https://www.facebook.com/prague.airport.letiste.praha?fref=ts

Type: post on social network Date: 16th October 2015 Number of fans: 24 051 Message: Engagement in Airport Carbon Acrreditation Initiative, responsibility towards

climate change

2. Communication channel: Twitter Link: https://twitter.com/pragueairport Type: retweeted post from Airport Carbon Accreditation

Date: 14th October 2015 Number of followers: 614

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Message: Engagement in Airport Carbon Acreditation Initiative, responsibility towards

climate change, Prague Airport is effeciently reducing its carbon emissions 3. Communication channel: official website

Link: http://www.prg.aero/cs/ Type: section: Press center, articles, press releases, annual reports

Date: regularly updated Messages: environmental protection, relations with surroundings, safety

3. Plzeňský prazdroj

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Plzeňský prazdroj is the leading producer and exporter of Czech beer. The company employs 2000 ­ 2499 people. Plzeňský prazdroj exports beer to more than 50 countries all over the world. Plzeňský Prazdroj was awarded international certificates for environmental protection and safety work systems in conformity with standards ISO 14001 and OHSAS 18001 for all business operations within the company. Speaking about climate change, the brewery tries to reduce their energy and carbon footprint. They communicate the topic on their official website, both in Czech anf English language. Analysis of the Company's Communication of CSR 3. Communication channel: official website

Link: http://www.prazdroj.cz/en/about­us Type: articles

Date: regularly updated Message: responsible producer, environment protection, reducing energy and carbon

footprint

The company is aware of global climate change issue and try to minimize its impact on the environment by effective utilization of fuels and electric energy, enhancement of production technologies and more intensive use of renewable energy sources. The tone of communication is serious, they use factual information and conservative and formal language to inform about their policy. They do not communicate this topic on their social sites.

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In October 2015, the company was awarded the Gold Certificate for its sustainable development strategy and was recognised for its long­lasting contribution to sustainable business conduct, thus proving its leading position in this field.